Your SlideShare is downloading. ×
0
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Advertising Strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Advertising Strategy

483

Published on

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
483
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
25
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. I. Chapter Objectives II. Advertising Strategy i. Purposes of Advertising III. Advertising Objectives i. To inform target customers ii. To persuade target customers V. Advertising Mix i. What to say Positioning Repositioning
  • 2. ii. How to say it Copy Strategy: How to say message i. Where to say it ii. When to say it Media Plan: Where and When to advertise iii. How much to spend Advertising Budget iv. How to measure effectiveness of results Advertising Testing V. Advertising Execution i. Nine execution styles
  • 3. ii. Media Plan: Where and When to advertise Television Cable TV Radio Newspaper VI. Advertising Budget i. Factors in setting Advertising Budget ii. Accumulated Depreciation iii. Accountable Advertising Four elements compromise a direct mail piece
  • 4. VII. Advertising Testing Recall Involvement Persuasion VIII. Summary
  • 5. Chapter Objectives • Explain the purposes of advertising strategy. • Discuss the advertising objectives. • Explain the advertising mix and how does it apply to the products. • List the nine advertising execution styles. • Explain the use of Media Plan. • Demonstrate the use of advertising budget. • Explain the different ways to test effectiveness of advertising materials.
  • 6. ADVERTISING IS A PULL STRATEGY SALES PROMOTIONS IS A PUSH STRATEGY  BRAND ADVERTISING INSTITUTIONAL ADVERTISING CLASSIFIED ADVERTISING PROMOTIONAL ADVERTISING ADVOCACY ADVERTISING
  • 7. ADVERTISING OBJECTIVES MUST BE RELEVANT TO THE EXISTING MARKET SITUATION OBJECTIVES MUST BE SMART •SPECIFIC •MEASURABLE •ATTAINABLE •REALISTIC •TIME BOUND
  • 8. TO INFORM TARGET CUSTOMERS ABOUT 1. NEW PRODUCT 2. PRODUCT FUNCTION 3. CORRECT USAGE 4. NEW USES 5. NEW DISTRIBUTION 6. PRICE ADJUSTMENT
  • 9. TO PERSUADE TARGET CUSTOMERS ABOUT: 1. BRAND PREFERENCE 2. BRAND SWITCHING 3. URGENCY TO BUY NOW 4. ACTION TO BE TAKEN
  • 10. 1. 2. 3. 4. 5. 6. WHAT TO SAY (MESSAGE/POSITIONING) HOW TO SAY IT (COPY EXECUTION) WHERE TO SAY IT (MEDIA SELECTION) WHEN TO SAY IT (MEDIA SCHEDULING) HOW MUCH TO SPEND HOW TO MEASURE THE EFFECTIVENESS OF RESULT
  • 11. ADVERTISING MIX BRAND AWARENESS LEADS TO BRAND ASSOCIATION AND THIS IS WHERE POSITIONING COMES IN. THERE ARE TIMES WHEN BRAND AWARENESS IS HIGH BUT BRAND ASSOCIATION IS NEGATIVE.
  • 12. ADVERTISING MIX  POSITIONING IS ALSO ACHIEVED NOT ONLY IN TERMS OF MEDIA COMMUNICATION BUT ALSO IN TERMS OF ADOPTING MARKETING POLICIES CONSISTENT WITH ITS DESIRED IMAGE.
  • 13. ADVERTISING MIX POSITIONING IS THEREFORE THE ACT OF COMMUNICATING TO CONSUMERS THE OVERALL POSITIVE IMPRESSION FOR A BRAND , RELATIVE TO COMPETITION.
  • 14. ADVERTISING MIX TWO CONCEPTS : 1. CHANGING AN OLD BRAND POSITIONING TO NEW BRAND POSITIONING 2. CHANGING CONSUMER PERCEPTION
  • 15. ADVERTISING MIX COPY BRIEF IS THE BASIC PROPOSITION, CONSUMER PROMISE OR STATEMENT OF BENEFIT. IT INCLUDES THE PRODUCT FEATURES AND PROOFS THAT JUSTIFY THE PROPOSITION TO MAKE CONVINCING AS POSSIBLE. INCLUDES BRAND IMAGE TO BE PROJECTED, AND FREQUENTLY THE CONSUMER IMAGE, OR THE PICTURE THAT TARGET USERS ASCRIBE TO THE BRAND.
  • 16. 1. 2. 3. 4. 5. 6. 7. 8. 9. SLICE OF LIFE SCIENTIFIC EVIDENCE TESTIMONIAL EVIDENCE TECHNICAL EXPERTISE LIFESTYLE FANTASY IMAGE MUSICAL PERSONALITY SYMBOL
  • 17. ADVERTISING EXECUTION A. TELEVISION > 11.8 MILLION HOMES W/TV SETS, OUT OF 15.3 MILLION HOMES NATIONWIDE. > BIGGEST TV NETWORK IS ABSCBN W/ PENETRATION LEVEL COVERING 97%, FOLLOWED BY GMA 7
  • 18. ADVERTISING EXECUTION B. CABLE TV > THERE ARE ABOUT 2.5 MILLION HOMES WITH CABLE TV. >OVER 40% OF METRO MANILA HOMES AND ABOUT 10% OF HOMES IN PROVINCIAL AREAS SUBSCRIBE TO CABLE TV.
  • 19. ADVERTISING EXECUTION C. RADIO > THERE ARE 871 STATIONS, 815 OF WHICH ARE LOCATED IN THE PROVINCIAL AREAS. >DZRH, DZMM AND DZBB ARE THE 3 LEADING RADIO STATIONS IN TERMS OF AM AUDIENCE SHARE >SOME 6,600 RADIO SPOTS ARE PLAYED DAILY IN 56 GMA RADIO STATION
  • 20. ADVERTISING EXECUTION D. NEWSPAPER >IN TERMS OF CIRCULATION, PHILIPPINE DAILY INQUIRER LEADS AMONG ALL NEWSPAPER W/CLOSE TO 300,000 COPIES, FOLLOWED BY MANILA BULLETIN AND PHILIPPINE STAR.
  • 21. PRODUCT CATEGORY- PRODUCT WITH SEVERAL COMPETITION OR SUBSTITUTES, PRODUCTS THAT ARE NON – ESSENTIAL IN NATURE, PRODUCTS THAT ARE USED EVERYDAY, OR NEW CONSUMER PRODUCTS ARE NORMALLY ADVERTISED MORE HEAVILY
  • 22. COMPETITION AND MARKET SHARES - SINCE AWARENESS IS THE FIRST PREREQUISITE TO CONSUMER’S PURCHASE INTENTION, HIGHER MARKET SHARE TARGRTS WOULD REQUIRE INCREASE IN AWARENESS LEVEL, SPECIALLY WHEN COMPETITION IS HEAVILY ADVERTISED.
  • 23.  ADVERTISING FREQUENCY – THE NUMBER OF TIMES NEEDED TO PUT ACROSS A BRAND’S MESSAGE TO CONSUMERS IS AN IMPORTANT VARIABLE TO CONSIDER.
  • 24. ADVERTISING BUDGET WHILE INVESTMENT IN FIXED ASSETS LIKE BUILDINGS AND EQUIPMENTSARE ALLOWED TO BE DEPRECIATED OVER A LONG PERIOD OF TIME, INVESTMENT IN ADVERTISING HAS TO BE TREATED AS A CURRENT EXPENSE. SOME PRO-TAX LEGISLATORS WOULD LIMIT ADVERTISING TO A SPECIFIC PERCENTAGE OF A COMPANY’S SALES REGARDLESS OF PRODUCT OR INDUSTRY.
  • 25. ADVERTISING BUDGET  DIRECT MARKETING SEEKS TO GENERATE A DIRECT AND MEASURABLE RESPONSE TO ADVERTISING. IT CAN TAKE A FORM OF DIRECT MAIL, TELEMARKETING, FAX MAIL, AND DIRECT RESPONSE MEDIA ADVERTISING. DIRECT RESPONSE MEDIA ADVERTISING CAN TAKE THE FORM OF PRINT SUCH AS WHAT VISA OE MASTER CARD REGULARLY PLACE IN NEWSPAPER. IT CAN ALSO BE BROADCAST SUSH AS IN TV, RADIO, OR CABLE.
  • 26. ADVERTISING BUDGET FOUR ELEMENTS COMPRISE A DIRECT MAIL PIECE :  OUTER ENVELOPE LETTER BROCHURE REPLY CARD
  • 27. ONE ADVERTISING RESEARCH MODEL AVAILABLE CALLED THE BUY TEST DEVELOPED BY DR. MILTON SHERMAN GROUP INC. OF NEW YORK.  BUY TEST UTILIZES A ONE-ON-ONE INTERVIEW TECHNIQUE WITH A MINIMUM OF 130 RESPONDENTS PER ADVERTISING MATERIAL TO BE TESTED.
  • 28. THE BUY TEST DIVIDES CONSUMER IN 3 DISTINCT CATEGORIES: RECALL INVOLVEMENT PERSUASION
  • 29. In this chapter, we concentrate in brand advertising the most frequently used purpose of advertising. The objectives of advertising which is to inform and persuade the target customers. It shows the critical advertising decisions to be made before an advertising program can be implemented. The different execution styles that leave a mark or message in advertising. We discuss the expenses in product and what are the things to be considered, and the process in advertising.
  • 30. “If you don’t make a mark or you’re not even noticed; you’ll never have a chance.” By: Francis Lumen, President of Nation Broadcasting Corporation Thank You!

×