PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior

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Advertising and Promotion (MKT621)

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

A Action

O Objectives

C Communication

P Programming

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?

Advertising and Promotion (MKT621)

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.

Advertising and Promotion (MKT621)

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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