This presentation shows steps required in developing an advertising program.

1. Steps required in
developing an
advertising program
-Nikunj G Katkoria
-NIT Surat

2. What is advertising?

3. Advertising is the activity or profession of
producing advertisements for commercial
products or services.
Advertising Program is detailed outline of
a firm’s or a product’s advertising
campaign which shows what are the
advertising objectives, how they will be
achieved, and what commitment of
resources is required.

6. Informative Advertising
• Aims to create brand awareness and knowledge of
new products or nee features of existing products.
Persuasive Advertising
• Aims to create liking, preference, conviction and
purchase of a product or service.
Reminder Advertising
• Aims to stimulate repeat purchase of products and
services
Reinforcement Advertising
• Aims to convince current purchases that they made
the right choice.

7. Money
Advertising budget
How does a company know it’s
spending the right amount?
It is an investment in building brand
equity and customer loyalty.

8. Stage in the product life cycle
Market share and the consumer base
Competition and the clutter
Advertising Frequency
Product Substitutability
Controlled by 5 facto

9. Message
•Message Generation and evaluation
(What it says?)
•Creative Development and evaluation
(How it says?)
•Legal and social issues
(Must ensure that advertising does not overstep
social and legal norms)

10. Media
Media
Types
Television Print Film

11. Crucial factors
while selecting
media

16. Alternate Media Types
Billboards
(Hoardings)
Public Spaces
(Ads on buses, subways, etc)
Product Placement
(Games with Brands)

17. Continuity
Concentrated
Flighting
Pulsing

19. Evaluating Advertising Effectiveness
Communication-
effect Research
Sales-effect
Research
Share of
Expenditures
Share of
Voice
Share of
market
Share of
mind and art
•Consumer feedback
method
•Portfolio test
•Laboratory Test