Professional Documents
Culture Documents
Ch-13 (Developing & Managing Advertising)
Ch-13 (Developing & Managing Advertising)
Ch-13 (Developing & Managing Advertising)
Advertising:
• Any paid form of non-personal presentation/promotion of ideas/goods/services by an
identified sponsor.
To develop an advertising program, starting point is:
Identifying target market.
Clarity on buyer motive/buying motive.
Once this is clear marketer can then take five major decisions in developing the advertisement
program (5M’s):
Mission : What are advertising objectives?
Money : How much can be spent?
Message : what message should be sent?
Media : What media should be used?
Measurement : How should result be evaluated?
Diagrammatically shown as:
MESSAGE
• Message
Generation.
• Message
Evaluation &
Selection.
• Message
Execution.
MONEY • Social
Factors are: Responsibility.
MISSION PLC Stage. MEASUREMENT
Sales Goals Market Share & Communication Impact.
Advertising Consumer base. Sales Impact.
Objectives Competition.
Ad Frequency.
Product Substitution.
MEDIA
Reach Freq/ Impact.
Media Type.
Media Vehicle.
Media Timing.
Geographical Media
Allocation.
Advertising objectives………………………………..:
Target markets.
Market decision.
Promotions objectives.
Marketing communication mix promotion mix Marketing Mix Decisions
Other marketing mix decisions.
1
Chapter-13.
Developing & Managing Advertising.
Above objectives categorised into: Decided based on….above + current market situations.
Information Advertising:
Used primarily to inform target about product offering.
– Build primary demand.
Information could be about:
New product.
New uses of a product.
Price changes.
Explain how product works, etc…
Persuasive Advertising:
Used mainly in competitive stage to build selective demand/preference for a Brand.
Persuasion could be about:
Building brand preference.
Encouraging switch to brand.
Change buyers perception of product attributes.
Comparative advertising to build cognitive & offer motivation simultaneously.
Reminder Advertising:
Used for mature products.
Messages could be about:
Reminding buyer’s that they may need it in near future (off season ads).
Reminding buyers where to buy it.
Reinforcement advertising: Assure current buyers.
Competition /Clutter:
If number of competitors are increasing with high advertising spending, then
company also needs to counter resultant Ad clutter with heavier Ad spending.
Ad Frequency: Number of repetitions required to put across message has a
direct impact on ad spend
2
Chapter-13.
Developing & Managing Advertising.
In addition to above Ad budget may be decided based on:
Vidale Wolfe Model
Adaptive Control Model (John Little)
Message Generation:
The principle products should convey the major benefit that brands offers & should be
delivered along with the product concept.
In practice, even with the same product concept there may be multiple ways of conveying a
message.
Also over a period of time the marketer may think of changing message.
Hence message generation requires a highly creative effort.
Creativity could be guided by:
Induction Aids to develop creative messages.
Induction + deduction
Inductive Framework:
This involves in depth interviews of customer groups to understand:
What kind of people they are?
How they would use the product?
Why would they buy it?
Their feelings about strengths/weaknesses of competitor’s brands.
Interviews may also cover:
Dealers/distribution.
Experts.
3
Chapter-13.
Developing & Managing Advertising.
Deductive Framework: (John Maloney)
Buyers expect one of the 4 types of rewards from a product:
Rational, E.g.: Hero Honda splendor gives 75km/ltr mileage.
Sensory, E.g.: MOOV.
Social, E.g. in the eyes of others.
Ego satisfying ,E.g. Self Satisfying.
Result of use/ experience.
Product in use experience.
Incidental to use experience.
E.g.: Detergents.
An message is generated for each cell (12 msgs min.).
• Results of use: Outcome of using product (message showing above).
• Product in use: How pdt is used (each of use/convenience)?
• Incidental to use: Additional features which may differentiate product?
Advertiser should conduct market analysis + MR to determine which message is most likely
to succeed.
Message Execution:
Impact of message depends on what is said & how it is said.
Messages could be: Rational.
Emotional.
Moral.
To execute message we need clarity on:
Style.
Tone.
Words.
Format.
4
Chapter-13.
Developing & Managing Advertising.
Style: Any message could be presented in one/many styles.
Styles could be:
• Normal setting/ slice of life
• Lifestyle E.g.: Thumbs up
• Fantasy E.g.: All out, Boomer
• Mood/image
• Musical E.g.: Nescafe
• Personality E.g.: Park Avenue
• Tech expertise E.g.: Intel
• Scientific evidence E.g.: Sunsilk
• Testimonial etc E.g.: Fair n Lovely
Tone:
Communicator must choose suitable tone for Ad.
Tone could be:
• Humorous E.g.: Krack Jack
• Emotional E.g.: Dhara
• Factual E.g.: Head & Shoulders
• Experimental E.g.: Whisper
Words:
Words used in the msg should be
Memorable
Attention getting
Especially for print medium certainty is required to frame headlines, headlines could be:
News
Questions
Narrative
Command
1- 2- 3 ways
How- What- Why
Format:
Make a substantial diff on the impact of pdt Ad
Elements include
Ad sizing
Visuals used
Colors/Toning used
5
Chapter-13.
Developing & Managing Advertising.
Social Responsibility Review:
Creativity advtg in should not over step social/legal norms
Typically false claims/deceptive advtg should be avoided to extent possible
Further Ads should not mislead unwary people into trying out action which may be
dangerous such ads should carry suitable warning msgs. if used/ aired at all.
Reach (R): No. of diff persons/ …. exposed to part media schedule at least once during
specified time period.
Frequency (F): No. of times within specific time period that an average person/ … is
exposed to the msg
Impact (I): Qualitative value of an exposure thru a given medium/vehicle.
For diff media schedule their respective groups or E values can be determined. Hence
comparison is possible.
E.g..: If a particular media schedule
Reaches 60% of ….(R)
Average exposure frequency (F) is 3
GRP= 60x3=180 for this media schedule
Calculated weighted no. of exposures (WE)
WE = GRP x I (I= impact of media)
6
Chapter-13.
Developing & Managing Advertising.
7
Chapter-13.
Developing & Managing Advertising.
Magazines Advantages: Geog/ demographic selectivity
Credibility/ prestige
Long life
Good pass along readership
Disadvantage: Long ad purchase lead time /cycle
Some waste circulation
Cost: Approx Rs. 100,000 for full page color in national magazines
8
Chapter-13.
Developing & Managing Advertising.
Deciding on Media Timing:
To decide which type of media to use & when mktr needs to be:
Macro scheduling
Micro scheduling
Macro: Decisions taken on ad scheduling in relation to seasonality (business cycle
trends of pdt)
E.g.: 70% of sales happen in the period June- Sep
Micro: Once macro scheduling has been decided micro needs to be created
This calls for allocating advtg exp within a short time to obtain max impact
Micro scheduling could be:
Concentrated
Continuous
Intermittent
Further frequency of ads could be:
Level
Rising in the given period
Falling
Alternating
EVALUATING AD EFFECTIVENESS:
Typically effectiveness of ads measured in terms of:
Communication Effect:
Effect of a communication is understood thru:
Pre Testing
Post Testing
9
Chapter-13.
Developing & Managing Advertising.
The form of research to determine:
Increase in brand awareness
Brand competition
Brand preference
Sales Effect
Impact of advtg on sales measured thru
Historical Approach
Experimental Design
Historical Approach
Past sales & Advtg data is taken & analysed for:
Short term impact
Long term impact
Marginal impact of advtg is understood from this.
` Experimental Design
This involves use of adaptive control method (spend differential
amounts in diff areas to measure impact).
10