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    Chapter 5

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    Chapter 5

    Uploaded by

    yukta jain
    3 views19 pages

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    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    3 views19 pages

    Chapter 5

    Uploaded by

    yukta jain

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 19

    ADVERTISING

    CAMPAIGN
    MANAGEMENT
    Chapter Five
    ADVERTISING THEORY
    Hierarchy of Effects

    Awareness The actual


    Knowledge Liking Preference Conviction
    purchase
    (cognitive) (cognitive) (affective) (affective) (affective)
    (behavioral)
    Means–End
    Theory

    B2C
    Means–End
    Theory

    B2C
    Means–End
    Theory

    B2B
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Verbal &
    Visual
    Images

    Visual
    Esperanto
    Threshold
    Effects
    Diminishing
    Returns

    THE IMPACT OF
    ADVERTISING
    Decay EXPENDITURES
    Effects
    Carryover
    Effects

    Wear-Out
    Effects
    Threshold
    Effects

    Diminishing
    Returns
    Carryover
    Effects
    Decay
    Effect
    IN-HOUSE
    VERSUS
    EXTERNAL
    ADVERTISIN
    G AGENCIES
    CHOOSING AN AGENCY

    1 2
    Selection Criteria Creative Pitch
    Agency size
    Relevant experience
    Creative Reputation and Capabilities
    Other Criteria (other services available, client
    retention rates, and personal chemistry)

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