Advertising Campaign Evaluation

Definition Advertising: The Image of Marketing Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising Business firms, not-for-profit firms, social agencies, and professionals such as doctors and lawyers all advertise.

Major Advertising Decisions

Types of Advertising Product advertising: Focuses on a specific good or service Institutional advertising: Promotes the activities, personality, or point of view of an organization or company Public service announcements (PSA) Advocacy advertising

Types of Advertising Retail and local advertising: Encourages customers to shop at a specific store or use a local service Ad copy discusses store hours, locations, sales, and featured products Do-it-yourself advertising “Generation C” phenomenon: consumer-generated ad content on the Web

Advertising campaign Advertising campaign: A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time Limited-service agency Full-service agency Account management Creative services Research and marketing services Media planning

Steps in Developing an Advertising Campaign Step 1: Identify the target audiences Step 2: Establish message and budget objectives Step 3: Create the ads Creative strategy: The process that turns a concept into an advertisement Advertising appeal: The central idea of the ad

Types of Advertising Appeals Reasons why—the unique selling proposition (USP) Comparative advertising Demonstration Testimonial Slice of life Lifestyle Fear appeals Sex appeals Humorous appeals Slogans, jingles, and music

Steps in Developing an Advertising Campaign Step 4: Pretest what the ads will say Pretesting: Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media

Steps in Developing an Advertising Campaign Step 5: Choose the media type(s) and media schedule Media planning: The process of developing media objectives, strategies, and tactics Aperture: The best place and time to reach the target market

Where To Say It: Traditional Media Television Radio Newspapers Magazines Directories

Where To Say It: Internet Advertising Banners Buttons Pop-up ads Search engine and directory listings E-mail Spamming Permission marketing

Where To Say It: Indirect Forms of Advertising Directories Out-of-home media Place-based media Branded entertainment Advergaming

Media Scheduling: When To Say It Media schedule: Specifies exact media to use and when to use it Advertising exposure: Defines degree to which the target market will see an ad message in specific vehicles Impressions: Measures number of people exposed to a message in one or more vehicles

Media Scheduling: When To Say It Reach: Measures percentage of target market exposed to media vehicle Frequency: Measures average number of times a person in the target group will be exposed to the message Gross rating points (GRPs) Reach multiplied by frequency Cost per thousand (CPM): The cost to deliver a message to 1,000 people

Media Scheduling: How Often To Say It Typical advertising patterns: Continuous schedule: Steady stream of advertising throughout year Pulsing schedule: Varies the amount of advertising based on when the product is likely to be demanded Fighting schedule: Advertising in short, intense bursts, alternated with periods in which no advertising is done

Steps in Developing an Advertising Campaign Step 6: Evaluate the advertising Post testing: Research on consumers’ responses to advertising they have seen or heard Unaided recall Aided recall Attitudinal measures

Evaluating Advertising Effectiveness Communication Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research

Sales Promotion Deliver short-term sales results Sales Promotions: Programs designed to build interest in or encourage purchase of a product during a specified period of time Deliver short-term sales results Can target end consumers, channel partners, and/or employees

Sales Promotion Directed Toward the Trade Allowances, discounts, and deals Merchandising allowances Case allowances Co-op advertising Increasing industry visibility Trade shows Promotional products Point-of-purchase (POP) Incentive programs

Sales Promotion Directed Toward Consumers Price-based consumer sales promotion Coupons Price deals, refunds, and rebates Frequency (loyalty/continuity) programs Special/bonus packs

Public Relations Public relations: Communication function that seeks to build good relationships with an organization’s publics Publics include consumers, stockholders, legislators, and other firm stakeholders Basic rule of good PR, “Do something good, then talk about it”

Public Relations Proactive PR activities stem from a firm’s marketing objectives Publicity Unpaid communication about an organization that gets media exposure PR is critical when a firm’s image is at risk due to negative publicity PR staff is responsible for preparing a crisis management plan

Objectives of Public Relations Typical objectives include: Introducing new products to manufacturers Introducing new products to consumers Influencing government legislation Enhancing the image of a firm Enhancing image of a city, region, or country Calling attention to a firm’s involvement with the community

Planning a PR Campaign Multistep process includes: Situation analysis A statement of objectives Specification of publics, communicated messages, and specific program elements Timetable and budget Discussion of program evaluation plan

Public Relations Activities Press releases (various forms) Internal PR Investor relations Lobbying Speech writing Corporate identity Media relations Sponsorships Special events Advice and counsel

THANK u…. Justin S Justin S. Thank you……