Advertising Programs

Effects of Advertising Programs

Stages

Specific Effects

Cognitive stage Exposure to message

Message
recall
Awareness of product
Knowledge of
product
attributes and uses
Affective stage Willingness to seek more information
Interest in product
Favourable evaluation of product
or brand attributes
Intention to try or buy
Behavioural stage
Product trial Product purchase

ADVERTISING
Paid messages designed to inform or
persuade buyers or users about a product,
service, belief or action.

Developing Advertising Programs

The process of setting advertising
objectives
Procedures for developing advertising
budgets
Considerations involved in devising a
message and a media plan
Approaches for evaluating the
effectiveness of a program

Basic Elements of an Advertising Programs

Marketing Strategy
Advertising Objectives
Tentative Budget
Message Design
Media Schedule
Revisions

Implement
Evaluation

Types of Advertising Objectives

Awareness
Reminder to use
Changing attitudes about the use of the product form
Changing perceptions about the importance of brand
attributes
Changing beliefs about brands
Attitude reinforcement
Corporate and product-line image building
Obtaining a direct response

The Advertising Budgeting Process

Establish a baseline budget
Based on the advertising objectives, estimate
the message design and media costs required
If time and resources permit, run experiments
to obtain a rough estimate of the impact of the
proposed program
Revise the budget (or objectives) as
necessary

Developing a Tentative Advertising Budget

Prior Year Budget
Percentage of Sales Adjustment
Product Objective

Profitability Analysis

Competitors Budgets

Productivity Judgments
Baseline Budget

Advertising
Objective

Message
Design Cost

Results of
Experiments
Changes in Other
Programs

Media
Cost
Tentative Budget

Developing the Media Schedule

Advertising
Objectives
Target
Audience
Frequency and
Reach Criteria
Tentative Budget

Media Scheduling Model

Compare Alternative Schedules
Review Budget

Message
Design
Potential Media
Vehicles
Audience Size

Duplication
Among
Vehicles

Size, Length and

Position
Cost per Insertion

Elements of Message Design

Copy-Claim Alternatives:
Claims that describe the physical attributes of
the product
Claims that describe the functional benefits
that can be obtained from the product
Claims that characterize the product in terms
of the types of people who use it

Elements of Message Design

Execution Style:
Humour
Symbolic Associations
Testimonials
Product demonstrations
Slice of Life
Case histories
Documentation of the products attributes
Comparative advertising

How to Evaluate Advertising Programs

Specific Advertisements:
Recognition Tests

Estimate the percentage of people claiming to have read a

magazine who recognize an ad when it is shown to them .

Recall Tests
Estimate the percentage of people claiming to have read a
magazine who can recall an ad and its contents.

Opinion Tests
Potential audience members are asked to rank alternative
advertisements as most interesting, most believable, best liked,
etc.

Theatre Tests
Theatre audience is asked for brand preferences before and after
an ad is shown in context of a TV show.

How to Evaluate Advertising Programs

Specific Advertising Objectives:
Awareness
Potential; buyers are asked to indicate the brands that
come to mind in a product category. A message used in
an ad campaign is given, and buyers are asked to
identify the brand that was advertised using that
message.

Attitude
Potential buyers are asked to rate individual or
competing brands on determinant attributes, benefits,
other characterizations using rating scales.

How to Evaluate Advertising Programs

Evaluating Motivational Impact:
Intentions to Buy
Potential buyers are indicate likelihood they will buy a
brand (on a scale from definitely will not to
definitely will.

Market Test
Sales changes in different markets are monitored to
compare effects of different messages, budget levels,
etc.