Creative strategy implementation & evaluation

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it will give view on creative plan for advertisement

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Creative strategy implementation & evaluation

  1. 1. .. ....
  2. 2. Norwegian Changed Its Creative Approach
  3. 3. Media Planning:It is the series of decision involved in developing the promotional message to prospective customerMedia Objective:It tells which media plan should accomplish in very specific & detail wayMedia Strategy:It is the coverage of all factors which related to market segment. On the basis of it strategy prepares
  4. 4. Medium:The complete available delivery system is known as medium. Like press, TV, Hoarding etcMedia Vehicle: The carrier which deliver the advertisementReach:It is the measurement of nos of different active audience, who look the ad at least once.Coverage:It refers the Potential Audience who may look the ad once or several
  5. 5. Media Planning:Way to find out best option to reach the audienceFind out the best media among the several possible solutionIt should cover the large section of target audienceLike : TV, News paper etc
  6. 6. Problems in Media Planning:Following problem may occur at the time of media planningInsufficient In formation:According to time & schedule audience may be differ for particular productLike: The audience of month of May-Oct may differ from that of Nov-AprilAudience of New Programme may differ from the old one
  7. 7. Inconsistent Terminology:Print is count asCost to reach thousand/million people(CPMT)In TV it count asCost per rating point(CPRP)Time Pressure:Some time advertiser are in hurry & may create much pressure to the advertising agencyLike: Airfare advertisement
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