Advertising - Planning, Execute, Evaluation

Advertising - Planning, Execute, Evaluation

Planning:

Setting Advertising Goal: What's aim to do advertising? whether their aim is just inform about product,  persuade, remind or reinforce.

Deciding on the advertising budget: How does company know, how much to spend? Company have to know where to spend, where to target. industrial companies underestimate the power of company and product image building and under spend.

Execute

Developing the advertising campaign: Advertisers go through three steps: Message generation and Evaluation, creative development and execution(TV ads, Print ads, Radio ads, Firm ads), Social-responsibility review.

Selecting Media: Advertiser always search low cost media to attempt target audience.   

Deciding on media timing and allocation:

Continuity: ads appear evenly throughout a given period. Frequently purchased items, and in tightly defined buyer categories

Flighting: calls for spending all the advertising budget in a single period. This type of ads basically for those product which selling on season.

Pulsing: Its continuous advertising at low weight level reinforce periodically by waves of heavier activity. Those who favor pulsing believe the audience will learn the message more thoroughly, and at a lower cost to the firm.

Evaluating:

Communication effect research: Marketer should perform test, before ad and after ad.

Sales effect research: What sales are generated by an ad that increases brand awareness.  

Share of expenditures -> share of voice -> share of mind and heart -> share of market