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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 16
PROBLEM SOLVING STRATEGIES
OVERVIEW
Like every situation advertising also has its ups and downs. There are often different problems
and this is precisely what will be explained here in this lecture. Problem solving strategies will
be explained and procedure to handle them will be highlighted for guidance in such situations.
Besides this persuasive advertising strategies will also be penned.
PROBLEM SOLVING STRATEGIES
PROBLEMS SOLVING STRATEGIES
BASIC
OLD
RACE - FORMULA
ROPE - FORMULA
R Research
R Research
A Action
O Objectives
C Communication
P Programming
E Evaluation
E Evaluation
-- John Marston
-- Jerry Hendrix
Procedure to Handle Problems
Where do you start?
·  Assemble readily available facts.
·  Determine which audience is affected or involved.
·  Decide if additional research is needed to define problems & evaluate its scope.
Where do you go from here?
Formulate a hypothesis, assemble facts to test the hypothesis & revise if hypothesis is
disproved.
Elements to consider in this planning:
a) What is objective of this effort?
b) What do you want to accomplish?
c) What image of company you want to project?
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Advertising and Promotion (MKT621)
VU
d) What audiences are targets & why?
Who are other audiences whose opinions matter?
·
What message do you have for each audience?
·
What media can you use to carry these messages?
·
What response do you want from each audience?
·
What budget can you use for this ­ regular allocated budget
---- or a special allocation?
·
What is the best timing for action?
·
Review problems or obstacles that might arise & make contingency plans for these.
·
Devise monitoring systems to know;
How are you doing?
Evaluation
Once It Is All Over-- how to know what happened!
·  Plan for evaluation.
·  Evaluate all aspects :
1. Impact:
·  Informational, attitudinal & behavioral.
2. Output:
·  Media efforts & results.
·  Communicate results.
In brief
·  Find the central core of difficulty.
·  Check list of audiences involved in the problem.
·  Determine problem's status for potential harm to the organization.
·  List related difficulties to be considered.
·  Explore the alternatives.
·  Determine the desired objectives.
Actually you must see how the solution fits into long range plans which are shaped to what you
see as the Mission.
What are the immediate plans ?
How do these fit with long range plans?
Short term solutions that do not fit with long range objectives & are against
"Mission Statement" are wrong. Don't do them - Start over
Some Barriers
·  Information you don't know.
·  Effects of the way you look at the problem.
·  Limitations faced by you. (restrictions on choices the situation offers)
·  Your limitations or management's.
·  Problems associated with upsetting the equilibrium of organization.
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Advertising and Promotion (MKT621)
VU
Persuasive Advertisement Strategy
Media Orientation
·  What to tell ­ Whom to tell ­ How to tell
·  What Media to communicate
·  Choice of medium is critical
·  Must be believable e.g. Television - This is highly credible source/medium with mass
penetration.
Message Orientation
·  Actually message must be evaluated.
·  To be effective persuasive appeals must combine the rational & the emotional.
·  To be persuasive, a message has to present "Value for money" to target public.
·  Must be compatible with motives of that audience.
Eight principles apply to consumer behavior
1. Unpleasant appeals can be learned as readily as pleasant ones.
2. Appeals made over a period of time are more effective.
3. Unique messages are better remembered.
4. It is easier to recognize an appeal than to recall it.
5. Knowledge of results increases learning of a message.
6. Repetition is more effective when related to satisfaction.
7. Messages are easier to learn when they do not interfere with earlier habits.
8. Learning a new pattern of behavior can interfere with remembering something else.
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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