ADVERTISEMENT PART 2

1. ADVERTISEMENT
PART 2
D.REENA
ASSISTANT PROFESSOR
E.M.G YADAVA WOMEN’S COLLEGE
MADURAI 14

2. Qualities of a good Advertisement copy
 ATTRACT ATTENTION
COMMAND INTEREST
CREATE DESIRE
INSPIRE CONVICTION
PROVOKE ACTION

3. Media – selection of Media
◦ Developing an advertising campaign within the framework of an integrated marketing
communication program is a vital function that high quality advertising agencies provide:
◦ So we need to consider the nature of ads media selection that include:
 The media strategy
Media planning process
Ad objective
Media choices based benefit
Media selection in b 2b and international setting an

4. Types of advertisement media
 Print Media
Broadcast Media
Online Advertising
Specialty Media

5. ADVERTISING AGENCY
◦Definition :
◦“Advertising agency is marketing service firm
that assists its client in planning, preparing,
implementing, and evaluating various
activities of advertising campaign”
-Philip Kotler

6. Features of Advertising Agency
Independent organization
Works for advertisers
Composed of creative people
Develops, prepares and places advertisement in media
Service organization
Commercial organization

7. ADVERTISING BUDGET
Advertising budget is a financial document that shows the total amount to be
spent on advertising and lists the way this amount is to be allocated
It is a translation of an advertising plan into monetary units
It helps in meeting advertising objectives of an org.
It is prepared by the advertising manager in consultation with the marketing
manager and approved by the top management
It shows the plan of allocation of available funds to various advertising
activitites

8. Methods of setting Advertisement
Budget
◦1. Affordable Method
◦2. Percentage of sales method
◦3. Competitive Parity Method
◦4. Objective and task Method

9. Advertising budgeting process
◦ 1. Setting advertising objectives
◦ 2. Determining the task to be performed achieve the objectives
◦ 3. Preparing advertising budget
◦ 4. Approval of the top management
◦ 5. Allocation of advertising budget
◦ 6. Monitor and control

10. THANK YOU