Developing an ad program

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This document discusses four types of ads: informative ads provide information, persuasive ads aim to convince, reminder ads remind of a product or brand, and reinforcement ads strengthen existing positive beliefs. It also mentions concepts from communication and marketing research like reach, frequency, and impact that measure an ad's effectiveness.

Developing an ad program

Developing an ad program

Developing an ad program

Developing an ad program

Developing an ad program

Developing an ad program

Informative ads

Persuasive ads

Reminder ads

Reinforcement ads

Developing an ad program

Developing an ad program

Developing an ad program

More
Less

Less
More

Developing an ad program

Developing an ad program

Developing an ad program

Developing an ad program

13% to 91%

REACH …
FREQUENCY
…
IMPACT …

Total number of
exposure Reach Frequency
Weighted number of
exposure Reach Frequency
Impact

Developing an ad program

Developing an ad program

Communication –Effect Research

Sales Effect Research

Developing an ad program

Ad

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25. Communication –Effect Research

26. Sales Effect Research