ZeePedia buy college essays online


Advertising and Promotion

<<< Previous ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH Next >>>
 
img
Advertising and Promotion (MKT621)
VU
Lesson 12
ADVERTISING REACH
LECTURE OVERVIEW
Advertising research ,creative concepts, specific communication objectives, advertisement
copy methods ,pre campaign testing and post testing is all what we will study in this lecture.
ADVERTISING STRATEGY RESEARCH
Components:
·
TARGET MARKET.
·
POSITIONING.
·
COMMUNICATION MEDIA.
·
CREATIVE CONCEPT.
CREATIVE CONCEPT RESEARCH
·  Team develops several rough copy platforms.
·  Conduct focus group interviews.
·  Focus group interviews are combined with other quantitative techniques.
SPECIFIC COMMUNICATION OBJECTIVES
·  Closing an immediate sale (Buy Now because of price)
·  Building long range consumer franchise. (establish brand recognition & acceptance.
·  Contribute towards increased sales. (convert non users of the type)
·  Taking specific step leading to sale. (induce the prospects to sample product)
·  Imparting information to close sale.  (where to buy it)
·  Building confidence in the company (past & present profitability)
·  Building images. ( product quality & corporate citizenship)
·  Creating near term sales to bring prospect closer to purchase. (combating competitor's
claims)
BROAD COMMUNICATION OBJECTIVES
·  INFORMING
1. Make consumers aware of new product.
2.  Announcing a new price.
3. Explaining how a product works.
·
REMINDING
1. Telling consumers where to buy.
2.  And when to buy.
ADVERTISING COPY METHODS
·  What assumptions are made for the working of advertising?
·  What are its objectives?
MEASURES
·  If objective is to persuade then--
A measure of purchase intent will be used.
·  If objective is attitude shift then --
29
img
Advertising and Promotion (MKT621)
VU
A measure of sales will be used.
·  If objective is message overtime then ­
Controlled market experiments will be used.
PRE-TESTING ADVERTISEMENTS Methods
PRINT ADVERTISING
·  Direct Questioning.
·  Focus groups.
·  Paired comparison tests.
·  Order of merit test.
·  Direct mail test.
·  Depth interview.
·  Story telling.
TV & RADIO ADVERTISING
·  Central location test.
·  Trailer test.
·  Theatre test.
·  Live telecast test.
·  Sales experiment.
POST- CAMPAIGN TESTING Methods
·  Inquiry test.
·  Sales test.
·  Recall test.
·  Recognition test.
INQUIRY TESTS
·  Same placed in different copies in different issues to same medium.
·  Determining "pulling power" of different copy.
·  Same offer placed in different ad copy appearing in different magazines & newspapers.
·  Two pieces of copy reach different audiences.
SALES TEST
·  Through point of purchase displays or direct mail.
·  Through two matched groups Collecting data.
RECALL TESTS
AIDED ­
respondent shown picture of ad with name of sponsor or brand name blanked out.
UN AIDED ­
Only the product or service is given.
RECOGNITION TESTS ­
Mail survey through questionnaires etc.
30
img
Advertising and Promotion (MKT621)
VU
MEDIA RESEARCH:
QUESTIONS NEED ANSWERING
·  What class of media should be used?
·  Which media vehicle & option be used?
·  What should be exposure level & how to schedule it?
MAJOR AREAS OF RESEARCH
Media selection & Media scheduling
MEDIA SELECTION
·  What frequency of message exposure is desired to change behavior to affect sales of
their brand?
·  Maximum number of market segment that can be reached with that frequency.
5 LEVELS TO BE ADDRESSED
·  Vehicle Distribution.
·  Vehicle Exposure.
·  Ad Exposure.
·  Advertising Perception.
·  Advertising Communication.
Vehicle Distribution
·  Individual's medium's circulation. The process by which, it becomes available.
Vehicle Exposure
·  Exposure of audience to vehicle-reading a given magazine or watching a particular TV
program.
Ad. Exposure
·  Requires message physically comes within audience's attention range.
Advertising Perception
·  Audience has conscious awareness of the ad.
Advertising Communication
·  The audience receives the message in a desired context.
·  Media scheduling.
·  Market & sales analysis research.
·  Market potential analysis.
·  Sales forecasting.
·  Sales analysis.
·  Measuring advertising effectiveness.
31
Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD