Scribd Logo
Upload

Welcome to Scribd!

  • 46 views

    Advertising Overview: Ken Homa

    Uploaded by

    Sachin Chauhan
    This document discusses key aspects of effective advertising including: 1. The level of advertising spending (intensity), targeting the right audiences (efficiency), crafting the right message (precision), and measuring communications impact (effectiveness). 2. Determining the appropriate amount of advertising spending based on affordability, industry benchmarks, and experimentation in test markets to achieve objectives like building awareness or stimulating trial. 3. Considering factors like reach, frequency, gross rating points, cost per thousand when evaluating ad metrics and strategies like bursts, pulsing, flighting, or sustaining ads over time at or above critical thresholds.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Advertising Overview: Ken Homa

    Uploaded by

    Sachin Chauhan
    46 views11 pages
    This document discusses key aspects of effective advertising including: 1. The level of advertising spending (intensity), targeting the right audiences (efficiency), crafting the right message (precision), and measuring communications impact (effectiveness). 2. Determining the appropriate amount of advertising spending based on affordability, industry benchmarks, and experimentation in test markets to achieve objectives like building awareness or stimulating trial. 3. Considering factors like reach, frequency, gross rating points, cost per thousand when evaluating ad metrics and strategies like bursts, pulsing, flighting, or sustaining ads over time at or above critical thresholds.

    Original Description:

    advertising

    Original Title

    Advertising Overview

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document discusses key aspects of effective advertising including: 1. The level of advertising spending (intensity), targeting the right audiences (efficiency), crafting the right message (precision), and measuring communications impact (effectiveness). 2. Determining the appropriate amount of advertising spending based on affordability, industry benchmarks, and experimentation in test markets to achieve objectives like building awareness or stimulating trial. 3. Considering factors like reach, frequency, gross rating points, cost per thousand when evaluating ad metrics and strategies like bursts, pulsing, flighting, or sustaining ads over time at or above critical thresholds.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    46 views11 pages

    Advertising Overview: Ken Homa

    Uploaded by

    Sachin Chauhan
    This document discusses key aspects of effective advertising including: 1. The level of advertising spending (intensity), targeting the right audiences (efficiency), crafting the right message (precision), and measuring communications impact (effectiveness). 2. Determining the appropriate amount of advertising spending based on affordability, industry benchmarks, and experimentation in test markets to achieve objectives like building awareness or stimulating trial. 3. Considering factors like reach, frequency, gross rating points, cost per thousand when evaluating ad metrics and strategies like bursts, pulsing, flighting, or sustaining ads over time at or above critical thresholds.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 11

    Advertising Overview

    Ken Homa
    Ad Drivers
    Intensity level of spending

    Efficiency targeting, media selection

    Precision right message

    Effectiveness communications

    How Much Advertising?
    Affordability
    Industry benchmarks
    Experimentation
    Test markets
    Objective & task
    Build awareness
    Stimulate trial
    (Support distribution)
    Market Communications
    Advertising - Share of Voice
    Response Curves
    Input (e.g. Ad $)
    O
    u
    t
    p
    u
    t

    (
    e
    .
    g
    .

    s
    a
    l
    e
    s
    ,

    a
    w
    a
    r
    e
    n
    e
    s
    s
    )

    Subject to:
    Multiple stimuli
    Delayed response
    Alternative patterns
    Response Curves
    Practical Ceiling
    Critical Mass
    Threshold
    Diminishing
    Returns
    Input (e.g. Ad $)
    O
    u
    t
    p
    u
    t

    (
    e
    .
    g
    .

    s
    a
    l
    e
    s
    ,

    a
    w
    a
    r
    e
    n
    e
    s
    s
    )

    Real World ...
    Advertising (6Ms)
    Mission
    Market
    Message
    Media
    Money
    Measurement
    Ad Metrics
    Reach how many people?

    Frequency how many times?

    GRP (Gross Rating Point) reach x frequency

    Cost per 1000 (CPM) media-specific
    Ad Strategies
    Burst
    Pulsing
    Flighting
    Sustaining
    Dont underspend
    Critical thresholds, continuity
    Rule of 3X
    Tailor message to audience
    Consumer perceptions !
    Match media to objectives
    Caution : ego-driven business
    Look for market inefficiencies
    New media & value buys
    Advertising KSF

    You might also like