Advertising Programs

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Advertising Programs
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Effects of Advertising Programs
Stages
Specific Effects

• Cognitive stage Exposure to message Message
  recall Awareness of product Knowledge of
  product attributes and uses
• Affective stage Willingness to seek more
  information Interest in
  product Favourable evaluation of
  product or brand attributes Intention to
  try or buy
• Behavioural stage Product trial Product
  purchase

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ADVERTISING Paid messages designed to inform or
persuade buyers or users about a product,
service, belief or action.
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Developing Advertising Programs

• The process of setting advertising objectives
• Procedures for developing advertising budgets
• Considerations involved in devising a message and
  a media plan
• Approaches for evaluating the effectiveness of a
  program

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Basic Elements of an Advertising Programs
Marketing Strategy
Advertising Objectives
Tentative Budget
Message Design
Media Schedule
Implement
Revisions
Evaluation
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Types of Advertising Objectives

• Awareness
• Reminder to use
• Changing attitudes about the use of the product
  form
• Changing perceptions about the importance of
  brand attributes
• Changing beliefs about brands
• Attitude reinforcement
• Corporate and product-line image building
• Obtaining a direct response

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The Advertising Budgeting Process

• Establish a baseline budget
• Based on the advertising objectives, estimate the
  message design and media costs required
• If time and resources permit, run experiments to
  obtain a rough estimate of the impact of the
  proposed program
• Revise the budget (or objectives) as necessary

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Developing a Tentative Advertising Budget
Prior Year Budget
Percentage of Sales Adjustment
Product Objective
Profitability Analysis
Competitors Budgets
Productivity Judgments
Baseline Budget
Advertising Objective
Message Design Cost
Results of Experiments
Changes in Other Programs
Media Cost
Tentative Budget
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Developing the Media Schedule
Advertising Objectives
Message Design
Target Audience
Potential Media Vehicles
Frequency and Reach Criteria
Audience Size
Size, Length and Position
Tentative Budget
Duplication Among Vehicles
Cost per Insertion
Media Scheduling Model
Compare Alternative Schedules
Review Budget
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Elements of Message Design

• Copy-Claim Alternatives
• Claims that describe the physical attributes of
  the product
• Claims that describe the functional benefits that
  can be obtained from the product
• Claims that characterize the product in terms of
  the types of people who use it

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Elements of Message Design

• Execution Style
• Humour
• Symbolic Associations
• Testimonials
• Product demonstrations
• Slice of Life
• Case histories
• Documentation of the products attributes
• Comparative advertising

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How to Evaluate Advertising Programs

• Specific Advertisements
• Recognition Tests
• Estimate the percentage of people claiming to
  have read a magazine who recognize an ad when it
  is shown to them.
• Recall Tests
• Estimate the percentage of people claiming to
  have read a magazine who can recall an ad and its
  contents.
• Opinion Tests
• Potential audience members are asked to rank
  alternative advertisements as most interesting,
  most believable, best liked, etc.
• Theatre Tests
• Theatre audience is asked for brand preferences
  before and after an ad is shown in context of a
  TV show.

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How to Evaluate Advertising Programs

• Specific Advertising Objectives
• Awareness
• Potential buyers are asked to indicate the
  brands that come to mind in a product category. A
  message used in an ad campaign is given, and
  buyers are asked to identify the brand that was
  advertised using that message.
• Attitude
• Potential buyers are asked to rate individual or
  competing brands on determinant attributes,
  benefits, other characterizations using rating
  scales.

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How to Evaluate Advertising Programs

• Evaluating Motivational Impact
• Intentions to Buy
• Potential buyers are indicate likelihood they
  will buy a brand (on a scale from definitely
  will not to definitely will.
• Market Test
• Sales changes in different markets are monitored
  to compare effects of different messages, budget
  levels, etc.