ANY PAID FORM OF NON-

PERSONAL PRESENTATION AND

PROMOTION OF IDEAS , GOODS OR

SERVICES BY AN IDENTIFIED

SPONSOR.

ANY PAID FORM OF NON-PERSONAL PRESENTATION & PROMOTION OF IDEAS , GOODS OR SERVICES BY AN IDENTIFIED SPONSOR

The Five M’s of Advertising

Informative : Introduce new ConceptsPersuasive : Becomes more important as competition increases as it’s comparative advertising.Reminder : Stimulate repeat purchase of products and services.Reinforcement : Convince purchasers about right choice.

SETTINGADVERTISING

ADVERTISING

FACTORS1.Stage in product

lifestyle.2.Market Share

&Consumer base.3.Competition &Clutter.4.Advertising Frequency.5.Product Substitutability.

SETTING BUDGET

WHAT AMOUNT TO

BE SPENT ???

CREATIVE CHALLENGES

Advertising Clutter CREATING AD

MESSAGES Message Strategy Message ExecutionADVERTISING

MEDIA SELECTION

DEVELOPING ADVERTISING STRATEGY

DEVELOPMENT &EXECUTION STYLE

TELEVISIO-N AD’S

PRINT AD’S

MAJOR MEDIA TYPES

TELEVISION

RADIONEWSPAPER

MAGAZINE

INTERNETOUTDOOR

CONSUMER GENERATED MEDIA

DECIDING ON REACH FREQUENCY AND IMPACT

• MEDIA SELECTION Cost Effective Deliver Desired No & Type of Exposure.

• REACH(R) : No of different person exposed.• FREQUENCY(F): No of times within

stipulated time exposed to message.• IMPACT(I): Qualitative value of an

exposure via Medium.• Total No Of Exposures (E)= R*F.• Weighted No of Exposures(WE)=R*F*I

MEDIUM

MEDIA SELECTION

Macro scheduling & Micro Scheduling

Media timing and allocation

RELATES TO SEASON & BUSINESS CYCLE

ALLOCATING ADVERTISING EXPENDITURES WITHIN SHORT PERIOD TO OBTAIN MAXIMUM IMPACT.

POINTS TO BE CONSIDERED

CONTINUITYCONCENTRATIONFLIGHTINGPULSING

EVALUATING ADVERTISING EFFECTIVENESS

MEASURING COMMNICATION S EFFECT

COPY TESTING

MEASURING SALES EFFECT

COMPARE PAST SALES WITH PAST ADVERTISING EXPENDITURES& EXPERIMENTS

RECAP

1. ADVERTISING - Setting Objectives - Setting Budget - Advertising

Strategy - Development &

Execution

2. MEDIA TYPES AND SELECTION

3.IMPLEMENTATION & EVALUATION

DISCLAIMER

Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow .

www.IIMinternship.com