2. ANY PAID FORM OF NON-
PERSONAL PRESENTATION &
PROMOTION OF IDEAS , GOODS
OR SERVICES BY AN IDENTIFIED
SPONSOR

4. Informative : Introduce new Concepts
Persuasive : Becomes more important as
competition increases as it’s comparative
advertising.
Reminder : Stimulate repeat purchase of products
and services.
Reinforcement : Convince purchasers about right
choice.

5. FACTORS
1.Stage in product lifestyle.
2.Market Share &Consumer
base.
3.Competition &Clutter.
4.Advertising Frequency.
5.Product Substitutability.
WHAT
AMOUNTTO
BE SPENT ???

6. CREATIVE
CHALLENGES
Advertising Clutter
CREATING AD
MESSAGES
Message Strategy
Message Execution
ADVERTISING MEDIA
SELECTION

7. TELEVISIO
-N AD’S
PRINT AD’S

8. MAJOR MEDIA TYPES

9. DECIDING ON REACH FREQUENCY AND IMPACT
• MEDIA SELECTION Cost Effective Deliver
Desired No & Type of Exposure.
• REACH(R) : No of different person exposed.
• FREQUENCY(F): No of times within stipulated time exposed to
message.
• IMPACT(I): Qualitative value of an exposure via Medium.
• Total No Of Exposures (E)= R*F.
• Weighted No of Exposures(WE)=R*F*I

11. MEDIA SELECTION

12. Macro scheduling & Micro Scheduling
RELATES TO SEASON &
BUSINESS CYCLE
ALLOCATING
ADVERTISING
EXPENDITURES WITHIN
SHORT PERIOD TO
OBTAIN MAXIMUM
IMPACT.
POINTS TO BE
CONSIDERED
CONTINUITY
CONCENTRATION
FLIGHTING
PULSING

13. EVALUATING ADVERTISING
EFFECTIVENESS
MEASURING
COMMNICATION S
EFFECT
COPY TESTING
MEASURING SALES
EFFECT
COMPARE PAST
SALES WITH
PAST
ADVERTISING
EXPENDITURES
& EXPERIMENTS

14. RECAP
1. ADVERTISING - Setting Objectives
- Setting Budget
- Advertising Strategy
- Development & Execution
2. MEDIA TYPES AND SELECTION
3.IMPLEMENTATION & EVALUATION

15. DISCLAIMER
Created By Satyam Singh, IIT BHU VARANASI
,during an internship by Prof. Sameer Mathur ,
IIM Lucknow .
www.IIMinternship.com