What are the steps required in developing an advertising program?

WHAT ARE THE STEPS

FOR DEVELOPING

AN ADVERTISING

PROGRAM ?

The Five Ms of Advertising

MISSION

Ad

-O

bje

ctiv

es Informative

Creates brand awareness and knowledge of new products or new features of exiting products

PersuasiveCreates liking , preference and purchase of a

product/service

ReminderStimulate repeat purchase of product

ReinforcementConvince current purchasers they made the right

choice

MONEY

What affects the budget decisions?

Stage in product life cycle

Market share & consumer base

Competition and clutter

Advertising frequency

Product sustainability

MESSAGE

3 Step process

1. Message generation & evaluation : Influences attitudes and behaviours

2. Creative development & execution: Not just what it says but also HOW

3. Legal & Social issues : ensure that ads do not overstep social and legal norms

MEDIA

Reach

Frequency

Impact

• No. of people exposed

• Launch of new product

• No. of times in specified time period

• Strong competitors

• Qualitative exposure

• Strategic placement of ads

PLACE ADVERTISING PUBLIC SPACES

POINT OF PURCHASE PRODUCT PLACEMENTALTERNATE

ADVERTISING

MEASUREMENT

How effective is your ad?

• Communication Effect ResearchCopy testingPerformance matters- before

/afters• Sales Effect Research

How is sales affected?

Stages in Sales Impact of Advertising

Share of Expenditure

s

Share of voice

Share of consumer’s mind and

heart

Share of Market