What Steps Are Required In Developing An Advertising Program?

Kotler Chapter 17Aayushi Aggarwal IIT Kanpur

AdvertisingTo persuade an audience to take or continue some action, usually with respect to a commercial offering

Dramatizing the brand attracts attention

The advertiser can choose the aspects of the brand and product to focus.

Compare the messages of various competitors

Trigger quick sales

5 Steps To Developing An Advertising Program

5M’s

Mission Money Message Media Measurement

1. Mission or Advertising objective

An advertising goal is a specific communications task and achievement level to be accomplished with a specific audience in a specified period of time

Informative

Persuasive

Reminder

Reinforcement

Informative Advertising

Informative in nature.Eg.Dental protection features of toothpaste

PersuasiveAdvertising

It aims to create liking of a product.Sometimes use comparison.

Reminder Advertising

Aims to stimulate repeat purchase of the product

Reinforcement Advertising

Aims to convince current purchasers that they made the right choice.

2. Money

Not an expense but an investment in building brand equity and customer loyalty.

Advertising Budget

Factors affecting Budget

Stage in product life cycle

Market share

Competition and Clutter

Advertising Frequency

Product substitutability

New products require greater advertising

High market share brands usually require lesser advertising

In a market of large competition, a brand must advertise larger to be heard.

Number of repetitions needed to put the message accross

Brand in less differentiated classes require heavy advertising

• Fresh insights are important for avoiding using the same appeals and position as others

• Advertisers are always seeking “The Big Idea”Message Generation

and EvaluationWhat it says?

• Every advertising medium has advantages and disadvantages:

• TV , Radio and Print adsCreative development

and executionHow it Says?

• Ensure that the ad does not overstep any social and legal norms.

• Eg. No ads should promise magical cure for any ailment or disease.

Social Responsibility review

3. Message

Television Print Film

4. Media

Television AdsGenerally acknowledged as most powerful advertising medium because of its reach.

Print ads

Volkswagen Vento “Talking Ad”The purpose was to catch the attention of the audience and to establish a connect with the product by directly speaking to them via a newspaper.

Because readers consume them at their own pace, newspapers and magazines can provide detailed information

Film adsAdvertisements are shown at the beginning, and during the interval of movies.Main advantage is that the Audience is more captive

Media Selection Criteria

• No of different household exposed to a particular media during a specified time

Reach(R)

• The no of times that an average household id exposed to the message

Frequency(F)

• The quantitative value of the exposure

Impact(I)

Relationship b/w Reach,Frequency and Impact is captured by the following concepts:

• E = R X F• Reach times average frequency• Also called GRP(Gross Rating Points)

Exposures(E)

• WE = R X F X I• Reach times average frequency times average impact

Weighted no of Exposures(WE)

5. Measurement

Communication Effect Research

• Determines whether an ad is communicating effectively

• Also called Copy Testing• Include Trailer tests,

Theater Tests, On-Air Tests Sales-Effect Research

• What sales are generated by an ad?

• Easiest to measure in direct marketing situations

• Hardest in brand and corporate image building

• Companies are interested to find out whether they are overspending or underspending on advertising