Designing Advertising Programs (14) MAR 331. Designing Advertising (14) Select advertising objectives. Develop an advertising budget. Develop message.

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Presentation transcript:

Designing Advertising Programs (14) MAR 331

Designing Advertising (14) Select advertising objectives. Develop an advertising budget. Develop message (campaign themes). Pick appropriate media. Monitor results.

Advertising Objectives (14) Calls to Action Brand Building

Advertising Objectives (14) Hierarchy of Effects –Awareness –Knowledge –Liking –Preference –Convinced –Purchase

The Advertising Budget (14) Judgment oriented –Subjective –Fixed Guidelines Data oriented –Objective and Task Approach –Competitive Parity –Experimentation and Testing

Advertising Message (14) Trend in primary demand Product differentiation is marked Hidden qualities important to consumers Funds for advertising are available

Advertising Message (14) Segmentation Positioning Marketing Communications

Advertising Message (14) Influence the choice criteria that govern product class selection. Change the relevance of a product attribute. Change the ideal amount of an attribute that a brand should possess. Change the perceived amount of an attribute held by the firm’s brand. Change the perceived amount of an attribute held by a competitor’s brand.

Media (14) Media Vehicle Media should Match the Markets Cost Per Thousand Reach vs. Frequency

Monitoring Ad Results (14) Effectiveness vs. Efficiency Post Buys Tracking studies (Continuous Monitoring) Experimentation Econometric models