developing an ad program
TRANSCRIPT
Developing Advertising Program
What is ADVERTISING ?
Creative without strategy is “art”
Creative with strategy is
“advertising”
J I RICHARD
5 steps in Developing an Ad
#1 Mission
Informative ads
#1 Mission
Persuasive ads
#1 Mission
Reminder ads
#1 Mission
Reinforcement ads
#2 Money
New Brand
Needed MORE ads
#2 Money
OLD Brand
Needed LESS ads
#2 Money
#2 Money
More market share
Less ads needed
#2 Money
Less market share
More ads needed
#2 Money
Too much ads…
#2 Money
Buts its needed to increaseAds frequency
#3 Message
#3 Message
“Top this TV challenge”
6000 Submission
10 Million online view
#3 Message
After Duck ad
Sale – 13% to 91%
170000 FB follower
“AFLAC”
#4 Media
REACH …
FREQUENCY …
IMPACT …
#4 Media
Total number of exposure Reach
Frequency= *
Weighted number of exposure = Reach * Frequenc
y
* Impact
#4 Media
#4 Media
“15 min could save u
15 % more on your car insurance”
#5 Measurement
Communication –Effect Research
#5 Measurement
Sales Effect Research