1. Advertising Campaign Evaluation

2. Definition Advertising: The Image of Marketing Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

3. Advertising
Business firms, not-for-profit firms, social agencies, and professionals such as doctors and lawyers all advertise.

4. Major Advertising Decisions

5. Types of Advertising
Product advertising: Focuses on a specific good or service
Institutional advertising: Promotes the activities, personality, or point of view of an organization or company
Public service announcements (PSA)
Advocacy advertising

6. Types of Advertising
Retail and local advertising: Encourages customers to shop at a specific store or use a local service
Ad copy discusses store hours, locations, sales, and featured products
Do-it-yourself advertising
“Generation C” phenomenon: consumer-generated ad content on the Web

7. Advertising campaign
Advertising campaign: A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time
Limited-service agency
Full-service agency
Account management
Creative services
Research and marketing services
Media planning

8. Steps in Developing an Advertising Campaign
Step 1: Identify the target audiences
Step 2: Establish message and budget objectives
Step 3: Create the ads
Creative strategy: The process that turns a concept into an advertisement
Advertising appeal: The central idea of the ad

9. Types of Advertising Appeals
Reasons why—the unique selling proposition (USP)
Comparative advertising
Demonstration
Testimonial
Slice of life
Lifestyle
Fear appeals
Sex appeals
Humorous appeals
Slogans, jingles, and music

10. Steps in Developing an Advertising Campaign
Step 4: Pretest what the ads will say
Pretesting: Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media

11. Steps in Developing an Advertising Campaign
Step 5: Choose the media type(s) and media schedule
Media planning: The process of developing media objectives, strategies, and tactics
Aperture: The best place and time to reach the target market

12. Where To Say It: Traditional Media
Television
Radio
Newspapers
Magazines
Directories

13. Where To Say It: Internet Advertising
Banners
Buttons
Pop-up ads
Search engine and directory listings
Spamming
Permission marketing

14. Where To Say It: Indirect Forms of Advertising
Directories
Out-of-home media
Place-based media
Branded entertainment
Advergaming

15. Media Scheduling: When To Say It
Media schedule:
Specifies exact media to use and when to use it
Advertising exposure:
Defines degree to which the target market will see an ad message in specific vehicles
Impressions:
Measures number of people exposed to a message in one or more vehicles

16. Media Scheduling: When To Say It
Reach:
Measures percentage of target market exposed to media vehicle
Frequency:
Measures average number of times a person in the target group will be exposed to the message
Gross rating points (GRPs)
Reach multiplied by frequency
Cost per thousand (CPM):
The cost to deliver a message to 1,000 people

17. Media Scheduling: How Often To Say It
Typical advertising patterns:
Continuous schedule: Steady stream of advertising throughout year
Pulsing schedule: Varies the amount of advertising based on when the product is likely to be demanded
Fighting schedule: Advertising in short, intense bursts, alternated with periods in which no advertising is done

18. Steps in Developing an Advertising Campaign
Step 6: Evaluate the advertising
Post testing: Research on consumers’ responses to advertising they have seen or heard
Unaided recall
Aided recall
Attitudinal measures

19. Evaluating Advertising Effectiveness
Communication Effect Research
Consumer feedback method
Portfolio tests
Laboratory tests
Sales-Effect Research

20. Sales Promotion Deliver short-term sales results
Sales Promotions: Programs designed to build interest in or encourage purchase of a product during a specified period of time
Deliver short-term sales results
Can target end consumers, channel partners, and/or employees

21. Sales Promotion Directed Toward the Trade
Allowances, discounts, and deals
Merchandising allowances
Case allowances
Co-op advertising
Increasing industry visibility
Trade shows
Promotional products
Point-of-purchase (POP)
Incentive programs

22. Sales Promotion Directed Toward Consumers
Price-based consumer sales promotion
Coupons
Price deals, refunds, and rebates
Frequency (loyalty/continuity) programs
Special/bonus packs

23. Public Relations
Public relations: Communication function that seeks to build good relationships with an organization’s publics
Publics include consumers, stockholders, legislators, and other firm stakeholders
Basic rule of good PR, “Do something good, then talk about it”

24. Public Relations
Proactive PR activities stem from a firm’s marketing objectives
Publicity Unpaid communication about an organization that gets media exposure
PR is critical when a firm’s image is at risk due to negative publicity
PR staff is responsible for preparing a crisis management plan

25. Objectives of Public Relations
Typical objectives include:
Introducing new products to manufacturers
Introducing new products to consumers
Influencing government legislation
Enhancing the image of a firm
Enhancing image of a city, region, or country
Calling attention to a firm’s involvement with the community

26. Planning a PR Campaign Multistep process includes: Situation analysis
A statement of objectives
Specification of publics, communicated messages, and specific program elements
Timetable and budget
Discussion of program evaluation plan

27. Public Relations Activities
Press releases (various forms)
Internal PR
Investor relations
Lobbying
Speech writing
Corporate identity
Media relations
Sponsorships
Special events
Advice and counsel

28. THANK u….
Justin S
Justin S.
Thank you……