What Steps Are Required In Developing An Advertising Program?
Kotler Chapter 17Aayushi Aggarwal IIT Kanpur
AdvertisingTo persuade an audience to take or continue some action, usually with respect to a commercial offering
Dramatizing the brand attracts attention
The advertiser can choose the aspects of the brand and product to focus.
Compare the messages of various competitors
Trigger quick sales
1. Mission or Advertising objective
An advertising goal is a specific communications task and achievement level to be accomplished with a specific audience in a specified period of time
Informative
Persuasive
Reminder
Reinforcement
2. Money
Not an expense but an investment in building brand equity and customer loyalty.
Advertising Budget
Factors affecting Budget
Stage in product life cycle
Market share
Competition and Clutter
Advertising Frequency
Product substitutability
New products require greater advertising
High market share brands usually require lesser advertising
In a market of large competition, a brand must advertise larger to be heard.
Number of repetitions needed to put the message accross
Brand in less differentiated classes require heavy advertising
• Fresh insights are important for avoiding using the same appeals and position as others
• Advertisers are always seeking “The Big Idea”Message Generation
and EvaluationWhat it says?
• Every advertising medium has advantages and disadvantages:
• TV , Radio and Print adsCreative development
and executionHow it Says?
• Ensure that the ad does not overstep any social and legal norms.
• Eg. No ads should promise magical cure for any ailment or disease.
Social Responsibility review
3. Message
Print ads
Volkswagen Vento “Talking Ad”The purpose was to catch the attention of the audience and to establish a connect with the product by directly speaking to them via a newspaper.
Because readers consume them at their own pace, newspapers and magazines can provide detailed information
Film adsAdvertisements are shown at the beginning, and during the interval of movies.Main advantage is that the Audience is more captive
Media Selection Criteria
• No of different household exposed to a particular media during a specified time
Reach(R)
• The no of times that an average household id exposed to the message
Frequency(F)
• The quantitative value of the exposure
Impact(I)
Relationship b/w Reach,Frequency and Impact is captured by the following concepts:
• E = R X F• Reach times average frequency• Also called GRP(Gross Rating Points)
Exposures(E)
• WE = R X F X I• Reach times average frequency times average impact
Weighted no of Exposures(WE)
5. Measurement
Communication Effect Research
• Determines whether an ad is communicating effectively
• Also called Copy Testing• Include Trailer tests,
Theater Tests, On-Air Tests Sales-Effect Research
• What sales are generated by an ad?
• Easiest to measure in direct marketing situations
• Hardest in brand and corporate image building
• Companies are interested to find out whether they are overspending or underspending on advertising