Professional Documents
Culture Documents
Advertising
Advertising
Hansel D’Souza
1
Definition
(AMA) Any paid form of non-personal
presentation and promotion of
ideas, goods and services by an
identified sponsor.
Advertising Agency
Media
Copy Chief Art Director Production Media Planner Off. Mgmt Finance
Right Price
The Process
Preparation
Execution
Control
Factor
Stage of PLC
Competition
Marketing Opportunity
Budgeting Cycle
Contingency Planning
Product Substitutability
Methods
Percentage of Sales
Per Sales Unit
Competitive budgeting
Objective Method
Affordability
Marginal Cost
Subjective Judgment
Quantitative Methods
Sales response and decay model
Allocation
By Objective
By Media
By Message
By Market
By Product
By Area
Headline
Decides whether prospects reads ad
Ad without headline is a capital sin
Change in headline makes a difference of 10-1
in sales