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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 15
ADVERTISINGRESPONSE HIERARCHYMODELS
OVERVIEW
Advertisinghas become a very demandingprofession in this now verycompetitive world. In
thislecture we will explain variousmodels to judge the response to various efforts. Besidesthis
we will also explain about advertising themes and the process required to get or develop a
unique and big idea along withkey points for developing an advertising campaign..
ADVERTISINGREPONSE HIERARCHYMODELS
4 response hierarchymodels:
1.
The AIDA model.
2.
Hierarchy of effects model.
3.
Innovation-adoptionmodel.
4.
Information processing model.
The AIDA model Developed by E. K. Strong
Basicallymeans draw / attractattention
Be interesting - Create desire - Initiate action
A I D A stands for :
A
for
Attention
I
for
Interest
D
for
Desire
A
for
Action
AIDA MODEL
Stimuli
Attention
Interest
Desire
Action
(advertisement or
Other marketing
Activities)
Cognitive
Affective
Behavior
Stage
Stage
Stage
(Thinking / Learning)
(Feeling)
(acting / doing)
38
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Advertising and Promotion (MKT621)
VU
HIERACHY OF EFFECTS MODEL
Awareness
Understanding
Knowledge
Cognitive Stage
Linking
Preference
Conviction
Affective Stage
Purchase
Behavior Stage
INNOVATION ­ ADOPTION MODEL
Awareness
Cognitive Stage
Interest
Evaluation
Affective Stage
Trial
Adoption
Behavior Stage
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Advertising and Promotion (MKT621)
VU
INFORMATION PROCESSING MODEL
Presentation
Attention
Comprehension
Cognitive Stage
Yielding
Retention
Affective Stage
Behavior
Behavior Stage
Low involvement learning model
ALL 4 MODELS start with cognitive stage
LEARN
FEEL affective
Do
(Liking)
Cognitive
Conative
(Thinking)
Behavior or
action
40
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Advertising and Promotion (MKT621)
VU
DECIDING THE THEME
Advertisingtheme is the coreadvertising message aboutthe brand that will place it in a better
positionvis a vis competitor brands.
PROCESSREQUIRED TO GET BIG IDEA
A. Fact finding
i) Problem definition: Pickingout & pointing out theproblem.
ii)Preparation: Gathering & analyzingthe pertinent data.
B. Idea finding
i)  Idea production: thinking up tentative ideas as possible leads.
ii)  Idea development: fromresultant ideas, addingothers & reprocessing by means of
modification,etc.
STEPSFOR A GOOD THEME
·  Creating idea. (Ideageneration)
·  Generation of written copy.(copywriting)
·  Art work of variouskinds. (illustrations)
·   A preliminary & comprehensivevision of ad.(Layout)
DEVELOPINGADVERTISING CAMPAIGN
ThreeEssential Elements:
1. Targeting the audience
Whomare you trying to reach?
2. Message strategy
What do you say to them?
3. Media strategy
When & where will you reach them?
According to Dunn and Barban
In their book ­ Advertising: its role in modern marketing.
"An advertising campaign includes a series of ads, placed in various media that are designed to
meet objectives & are based on analysis of marketing & communicationsituations."
·
AdvertisingProblem & opportunities
·
Identifyingtarget audience
·
Decidingadvertising objectives.
·
Decidingadvertising budgets
·
Productpositioning.
·
Findingadvertising theme
·
Developingcampaign.
·
Creativestrategy.
·
Mediastrategy.
Othertools
Salespromotion
Packaging
Personal selling
Directmarketing
Publicrelations
Sponsorship
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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