HOW TO DEVELOP AN ADVERTISING PROGRAM?

WHAT LED TO VODAFONE’S GREAT SUCCESS WITH ITS AD CAMPAIGNS

HOW HAS P&G ACHIEVED DOUBLE DIGIT SALES GAINS

THEY HAVE ONEONE COMMON ASPECT

BOTH P&G AND VODAFONE DEVELOPED AN EFFECTIVE ADVERTISING PROGRAM

BUT HOW IS THAT DONE?

THE FIRST MAJOR STEP IS…….

IDENTIFY THE TARGET MARKET AND BUYER MOTIVES

THEN MAKE THE 5 MAJOR DECISIONS: “THE FIVE M’s”

LET US HAVE A LOOK AT SOME UNIQUE ADVERTISING CAMPAIGNS!!!

CAMPAIGN TO PREVENT HIV/AIDS

BULADI,THE MASCOT!!!!

BINGO POTATO CHIPS

ITC used a unique medium to promote Bingo potato chips among travelers

AMUL BUTTER

EXCLUSIVE HOARDINGS!!!

SO WHENEVER YOU’RE STUCK IN THE MIDDLE OF DESIGNING AN ADVERTISING CAMPAIGN…..

YOU KNOW WHAT HAS TO BE DONE!!!

WHAT WE LEARNT?

Identify Target Markets and Buyer Motives Make the Five major decisions:

• Mission- What are our advertising objectives?

• Money- How much and Where to spend?• Message- What message should be sent?• Media- What media should be used?• Measurement- How should the results be evaluated?

These slides were created by Ila Singh, NMIMS during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com)