Development

Developing and Managing an Advertising Program

Definition

• Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Advertisers include not only business firms, but also museums, charitable organizations, and government agencies that direct messages to target publics. • Ads are a cost effective way to disseminate messages, whether to build brand preference or to educate people to avoid drugs.

• A 30 second advertisement film or a 3 hour feature film. • Easy or Difficult • Communicate your idea in a very short window

The Five M’s of Advertising

Setting the Advertising Objectives

• The advertising objectives must flow from prior decisions on target market, market positioning, and marketing mix. • The advertising objective should emerge from a thorough analysis of the current marketing situation.

DAGMAR

• Colley developed a model for setting advertising objectives and measuring the results of an ad campaign. • An advertising goal involves a communication task that is specific and measurable. Colley proposed that the communication task be based on a hierarchical model of the communication process with 4 stages:

– Awareness – making the consumer aware of the existence of the brand or company – Comprehension – developing an understanding of what the product is and what it will do for the consumer. – Conviction – developing a mental disposition in the consumer to buy the product. – Action – Getting the consumer to purchase the product.

Classification of Advertising Objectives

1. Informative advertising

• Informative advertising aims to create awareness and knowledge of new products or new features of existing products.

2. Persuasive Advertising

• Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service. Some persuasive advertising uses comparative advertising, which makes an explicit comparison of the attributes...