Transcript
What is Advertising?
“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.”
Philip Kotler
“Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.”
Peter Drucker
Classification of Advertising ObjectivesInformative Advertising
Persuasive Advertising
Reminder Advertising
Reinforcement Advertising
MISSION
MONEY
MESSAGE
MEDIA
MEASUREMENT
5 M’s of Advertising
Mission
Increase Sales
Brand Building
Money Factors affecting budget decisions
Stage in product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Message
Message generation
Message evaluation and selection
Message execution
Social-responsibility review
Media Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation
Relationship between product trial rate and Audience awareness level
Trial
T*
A* Awareness
Media Timing PatternContinuity
Concentration
Flighting
pulsing
MeasurementCommunication impact Consumer feedback method Portfolio test Laboratory test
Sales impact
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