ZeePedia buy college essays online


Advertising and Promotion

<<< Previous PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION Next >>>
 
img
Advertising and Promotion (MKT621)
VU
Lesson 13
PRE ­ PLACEMENT EVALUATION
LECTURE OVERVIEW
Pre-placement evaluation of advertisement, budget allocation magnitude, advertising
perception and communication etc will be explained in this lecture.
PRE ­ PLACEMENT EVALUATION of ADVERTISEMENT
1st advertising decision may need searching and screening of suitable advertising ideas.
·  Quest for new ideas or for new expressions of old ones.
·  Collection of facts about what people know or feel about a company.
·  Prediction of how people will probably react to a new advertising idea.
Various elements to be included can be evaluated using following methods.
Concept Testing. A tea brand emphasized environmental features of mountains etc.
Theme Testing. Adv. themes are as follows.
UTILITARIAN value of product & for service directed to value for money etc.
FOCUSED  for specific market segments.
INFORMATIVE for information about product. --  no selling message.
NON-SPECIFIC Vague & diffused message about product.
ACHIEVEMENT ORIENTATION sales profits awards etc.
DESCRIPTIVE & PROJECTIVE combination informative & achievement related.
NEW PRODUCT, SERVICE SCHEME OR IDEA A new entry in the market.
The media factor - helps in following ways:
·  Number & type of persons exposed to advertising & how often.
·  Provide environment -- favorable / unfavorable or neutral.
·  Determine overall impact of a campaign i.e. information communicated, attitudes
formed or changed or action may be taken as a result of advertising.
Copy Research
·  Establish whether message content & presentation will perform as desired & what
changes may be helpful or required.
ACCOUNT PLANNING
·  Conduct research & gather all relevant information about a client's product or service
brand and consumers in the target market.
·  To provide key decision makers with all information required to make an intelligent
decision.
Jon Stell (President & Director Account planning)
·  Responsible for advertising strategy formulation & implementation in the creative
work.
·  Ensure that each stage of campaign is completed on time.
·  Possess ability to organize & gather huge amount of relevant information essential to
solve problems related to the brand.
·  Account Planner scheme
32
img
Advertising and Promotion (MKT621)
VU
Initial Briefing
·
The Budget.
·
The Company, product or service.
·
Market.
·
Distribution.
·
Name ­ Brand.
·
Price.
·
Packaging.
·
Competition.
BUDGET
Magnitude (size) of allocation.
The company, product or service
·  Understand company, its background and how it operates.
·  To see ,understand ,use & operate the product for first hand experience.
MARKET
·  At whom product or service aimed?
·  Who is likely to buy it?
·  Was it to satisfy a particular market need?
·  What are the buying motives?
·  How satisfied or dissatisfied are customers?
·  Does client require marketing advice?
·  Is agency expected to conduct research.
DISTRIBUTION
·  How does / will it reach consumer?
·  What is the distribution channel?
·  Is distribution extensive or intensive?
NAME / BRAND
·  Has it been already decided?
·  Will advertising agency find a name?
PRICE
·  Has it been already decided?
·  Will advertising agency help?
·  What is the selling price?
·  Is it price conscious market?
PACKAGING
·  Has it been already decided?
·  Will advertising agency provide the design?
COMPETITION
·  Is product unique?
·  Does it compete with an established product group?
·  If expensive what specific consumer group it competes with?
REPORT TO AGENCY HEAD -- DEPARTMENT HEAD and finally leading to
CAMPAIGN PREPARATION.
33
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