The key steps required in developing an advertising program are: 1. Setting objectives such as being informative, persuasive, acting as a reminder or reinforcement. 2. Deciding on an advertising budget based on factors like the product's lifecycle stage and competition. 3. Creating the advertising message and selecting the appropriate media like television, print, or film. 4. Evaluating the advertising effectiveness through metrics like reach, frequency, and impact or by examining communication effects and sales effects.

1. What steps are required in
developing an advertising
program?
Guided by: Presented by:
Prof. Sameer Mathur Smriti Mishra
G.E.C Rewa

2. What is advertising?
Itisapaidformofnonpersonalpresentationand
promotionofideas,goodsorservicesbyan
identifiedsponsorsviamedia.

3. Steps to develop an advertising
program
Mission Money
Message Media
Measurement

4. • Salesgoals
• Advertisingobjectives

5. Setting the objectives
• Informative
• Persuasive
• Reminder
• Reinforcement

6. Informative Advertising
Aimstocreatebrand
awarenessandinformation
oftheproducts.

7. Persuasive Advertising
Aimstocreateliking,preferenceandpurchaseofthe
productorservice.

8. Reminder Advertising
Aimstosimulaterepeatpurchaseof
productsandservices.
Printed ad in a wall

9. Reinforcement Advertising
Aimstoconvincecurrentpurchaserthattheymade
therightchoice.

10. • Deciding advertisement budgets

11. Factors affecting advertising
budget
• Stageintheproductlifecycle
• Marketshareandconsumerbase
• Competitionandclutter
• Advertisingfrequency
• Productsubstitutability

12. • Messagegeneration,evaluationand
selection-decideswhattheadattemptsto
conveyaboutthebrands.
• Messageexecution-howtoconveythe
messagethroughtheads
• Socialresponsibility-toensurethattheads
doesnotoverstepsocialandlegalnorms.

13. Media
Television Print Films

14. Television Ads
Itsthemostpowerful
advertisingmediumand
reachesabroadspectrumof
consumersatlowcostper
exposure.

15. Print Ads
Magazineandnewspapercanprovide
detailedproductinformation.

16. Film Ads
Addingtheadvertisementsinthebeginningor
attheendofthemovies

17. Deciding on media and
measuring effectiveness
Reach(R)-Thenumberofdifferentpersonexposedtoa
particularmedia.
Frequency(F)-Thenumberoftimeanaverageperson
isexposedtothemessage.
Impact(I)-Thequalitativevalueofanexposure
throughagivenmedia.

18. Exposure
totalnumberofexposure(E)=RxF
highertheexposuremoretheaudiencewillbe
awaredofit.

19. Alternate Advertising
options
• Billboards-hoardingsatpublicplaces

20. • Publicspaces-placingadsinunconventionalplaces

21. • Productplacements-productsandbrandsplacedin
differentmoviescenes.

22. • Point of purchase

23. Deciding on media timing
and allocation
• Continuity meansexposureappearevenlythroughouta
givenperiodoftime.
• Concentrationcallsforadvertisinginasingleperiod
• Flightingcallsforadvertisingaperiodfollowedbyperiod
withnoAds.
• Pulsingiscontinuousadvertisingatlow-weightlevels.

24. Evaluating Advertising
effectiveness
• Communication-effectresearch-seekstodetermine
whetheranadiscommunicatingeffectively.
• Sales-effectresearch-findingoutwhether a
companyisoverspendingorunderspendingon
advertising

25. Sales-effect research
Shares of
expenditure
Share of voice
Share of mind
and heart
Share of
market

27. Created by Smriti Mishra,G.E.C Rewa,
during an internship by Prof. Sameer
Mathur,IIM Lucknow
www.IIMinternship.com