Session 31 MG 220 MBA - 29 Nov 10

Part 7:Communicating Value
> Developing and Managing an Advertising Program
> Deciding on Media and Measuring Effectiveness
Class Presentation | Session 31 | 29 Nov 2010

Developing and Managing an Advertising Program
How Advertising is handled?
In small organizations: managed by sales & marketing deptt
In large organizations: specialized departments
Role of Agencies
Creating campaigns
Media buying
5Ms
Mission
Money
Message
Media
Measurement
MG 220 Marketing Management
2

Setting the Objectives [Mission]
Advertising Goal (or objective) is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time
Targeting different stages of hierarchy-of-effects e.g. AIDA
Examples of Objectives:
Informative Advertising
Persuasive Advertising
Reminder Advertising
Reinforcement Advertising
3

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
4

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
5

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
6

Deciding on Reach, Frequency, and Impact
Relationship of Trial and Awareness with R, F & I
7

Choosing Among Major Media Types
Key variables to be considered
Target Audience Media Habits
Product Characteristics
Message Characteristics
Cost
8

Choosing Among Major Media Types
9

Alternate Advertising Options
Place Advertising
Billboards
Public Places
Product Placement
Point-Of-Purchase (POP)
Not Included:
Evaluating Alternative Media
Selecting Specific Vehicles
10

Deciding on Media Timing and Allocation
Classification of Advertising Timing Patterns
11

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
12

Part 7:Communicating Value
> Sales Promotion: SKIM
> Events & Experiences: SKIM
> Public Relations: SKIM
> Direct Marketing: SKIM
> Interactive Marketing: SKIM
> Managing the Sales Force: SKIM
> Principles of Personal Selling: SKIM
Quiz 9 (Part 7: Chap 17)
Class Presentation | Session 30 | 1 Dec 2010

Session 31 MG 220 MBA - 29 Nov 10

by Muhammad Talha Salam

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