Identify advertising objectives
Establish your objective
To inform, to remind, persuade, and build/strengthen relationship with customers
Set your Budget
Affordable method - What you think you can afford. You buy what you think you can afford
Competitive parity method
Percentage of sales method – sales volume goes up you allocate more for advertising, goes down you allocate less.
Periods of declining sales you should increase advertising
Objective + Tasks methods – identify your objective ( if you don’t know where your going any road will take you there)
But if you identify your objective you know where you want to go and can perceive more objectively
Develop your AD strategy
*** Media should be selected so that it matches appropriately with segment(s) in advertising that firm wans to reach in mind or persuade
Media Selection Paragraph pg 508
Media choice process appears simple but Marketers must align media choices with platform
Instagram, pinterest, magazines, spotify , youtube
Develop and select right message
Should usually seek the right hook, usually based on the big idea.
Big idea- ideally a determinant point of differences distinguishing your brand and its messages from other brands and messages.
Ex: Just Do It, Tastes Great, Less Filling, Priceless
Identify the type of messages appeal to use ( 17.1 on 510)
Effective appeals should be: memorable, believable, distinctive, and focused on determinant features.
Ex: Master Card – Price be damned, your experience is worth it and we will help you pay for it.
Ex 17.1 Work really well
Appeal inside of an appeal inside of an appeal ****
Demonstrated in a slice of life setting, it’s usually not one or another that are exclusive
Sexual and Feel appeal is a pure stimulus apart
Measure your advertising effectiveness – through reach and frequency
Pg 512 – last apatagraph the word Reach,
Find study materials for any course. Check these out:
Browse by school
Make your own