What steps are required in developing an advertising program?

Advertising
Kotler Chapter 17

1. What Steps Are Required In Developing An Advertising Program? Kotler Chapter 17 Aayushi Aggarwal IIT Kanpur

2. Advertising To persuade an  audience  to take or continue some action, usually with respect to a commercial offering

3. Dramatizing the brand attracts attention  The advertiser can choose the aspects of the brand and product to focus. C ompare the messages of various competitors Trigger quick sales

4. 5 Steps To Developing An Advertising Program

5. 1. Mission or Advertising objective An advertising goal is a specific communications task and achievement l evel to be accomplished with a specific audience in a specified period of time

6. Informative Advertising Informative in nature. Eg . Dental protection features of toothpaste

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

8. Reminder Advertising Aims to stimulate repeat purchase of the product

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

10. 2. Money Not an expense but an investment in building brand equity and customer loyalty. Advertising Budget

11. 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

12. 3. Message

13. 4. Media

14. Television Ads Generally acknowledged as most powerful advertising medium because of its reach.

15. 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

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

17. Media Selection Criteria

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

19. 5. Measurement