MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor [email protected]Access it online: www.slideshare.net/talhasalam Part 7: Communicating Value > Developing and Managing an Advertising Program > Deciding on Media and Measuring Effectiveness Class Presentation | Session 31 | 29 N
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Developing and Managing an Advertising Program
Deciding on the Advertising Budget [Money]• Advertising expense is current expense but
should be considered as an investment in building brand equity
• Key factors to be considered– Stage in PLC– Market Share and Consumer base– Competitive and Clutter– Advertising frequency– Product substitutability
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Developing and Managing an Advertising Program
Developing the Advertising Campaign [Message]• Creating a campaign requires understanding of Message Strategy
(what ad wants to convey about the brand) and Creative Strategy (how the ad expresses the brand claims)
• Designing and creating a campaign is both art and science• Message Generation and Evaluation
– New ideas and insights– Creativity to convey positioning
• Creative Development and Execution– TV Ads: Considered most effective | Reaches broad market– Print Ads: Different from broadcast media. Two main forms: magazine &
newspapers– Radio Ads: Pervasive yet passive media
• Social Responsibility Review– Social and legal norms. Strictly follow law of land for advertising– No false claims
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Deciding on Media and Measuring Effectiveness [Media | Measure]
Deciding on Reach, Frequency, and Impact• Media Selection is finding the most cost-effective media to
deliver the desired number and type of exposures to the target audience
• Effect of Exposures on audience depends on R, F & I– Reach (R): No of diff. persons or households exposed to particular
media schedule at least once during a specified time period– Frequency (F): No. of times within the specified time period that an
average person or household is exposed the message– Impact (I): Qualitative value of an exposure through a given
medium
• Key concepts derived from R, F & I relationships:– Total No of Exposures (E): R x F. Also called GRP (Gross Rating
Point)– Weighted No of Exposures (WE): R x F x I
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Deciding on Media and Measuring Effectiveness [Media | Measure]
Deciding on Reach, Frequency, and Impact• Relationship of Trial and Awareness with R, F & I
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Deciding on Media and Measuring Effectiveness [Media | Measure]
Choosing Among Major Media Types• Key variables to be considered
– Target Audience Media Habits– Product Characteristics– Message Characteristics– Cost
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Deciding on Media and Measuring Effectiveness [Media | Measure]
Choosing Among Major Media Types
MG 220 Marketing Management 10Access it online: www.slideshare.net/talhasalam
Deciding on Media and Measuring Effectiveness [Media | Measure]
Alternate Advertising Options• Place Advertising
– Billboards– Public Places
• Product Placement• Point-Of-Purchase (POP)
• Not Included:• Evaluating Alternative Media
– Selecting Specific Vehicles
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Deciding on Media and Measuring Effectiveness [Media | Measure]
Deciding on Media Timing and Allocation• Classification of Advertising Timing Patterns
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Deciding on Media and Measuring Effectiveness [Media | Measure]
Evaluating Advertising Effectiveness• Communications-Effect Research
– Different Pretesting methods to understandhow effectively ad is communicated desired message
– Consumer Feedback method– Portfolio tests:
Portfolio of ads shown and recall is measured– Laboratory tests:
Physiological reactions measured– Post testing done to measure recall,
brand awareness differences
• Sales-Effect Research– Measuring how well it helped increase sales