Steps required in developing an advertising program
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The document discusses the 5 Ms framework for developing and managing an effective marketing communication strategy: 1) Identify the target market and buyer motives. 2) Develop the mission, budget, and objectives. 3) Create the message and evaluate different creative executions. 4) Choose appropriate media channels based on reach, frequency and impact. 5) Measure the effectiveness of the communication through sales data and copy testing.
Steps required in developing an advertising program
- 2. Cost effective WAY To DISSEMINATE MESSAGES
- 3. How to Develop & Manage Identify Target Market & Buyer Motives
- 5. MISSION Sales goal Advertising Objectives Specific COMMUNICATION task to be accomplished with A specific AUDIENCE, period
- 6. ADVERTISING OBJECTIVE Informative : brand awareness & knowledge Persuasive : Liking, preference, conviction Reminder : Stimulate repeat purchase Reinforcement : Convince current purchaser
- 8. Factors Affecting BUDGET DECISION • Market share & consumer base • Stage in product life cycle • Product substitutability • Advertising frequency • Competition & clutter
- 10. Three Steps Social-responsibility review : Social & legal norms Creative development & execution : Television, print ads Message generation & evaluation : Connects people
- 11. MEDIA
- 12. Deciding On REACH FREQUENCY IMPACT No. Of Persons / Households Exposed The no of times within the specifiedtime period The qualitative value of an exposure
- 13. MAJOR MEDIA TYPE
- 15. MEASUREMENT Measure the communication effect (impact on awareness, knowledge, sales)
- 16. MEASUREMENT Sales Effect Research Communication Effect Research CalledCopy testing Is an ad communicating effectively Shouldperform, after-before Effect on sales