Advertising Management Royal University of Phnom Penh Institute of Foreign Languages CM.4.2 Advertising Management Group.05 Member CHAN Rachna KANG Puthea KEANG Mengleang LAO Seavpheng NOV Sokchamroeun SENG Kruy

CONTENT CONCLUSION 9 PRINCEPLES ASSESSING EFFECTIVES ADS ADVERTISING PLAN & STRATEGY FIVE TYPES OF MESSAGES TYPES OF ADVERTISING THE OBJECTIVES OF ADVERTISING ADVERTISING OVERVIEW

Flow of information is not only enough Advertising overview Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service and it sets the paid form of non –personal presentation and promotion of ideas, goods by an identifies sponsor. Flow of information is not only enough 1st time users of the product 1st time user of the Brand Regular user of the Brand Launch a New Brand

The Objectives of Advertising Informing Influencing Reminding and increasing salience Adding value Innovation Improving quality Altering consumer perception Assisting other company efforts

Types of Advertising Informative Advertising Comparative Advertising Persuasive Advertising Remainder Advertising Reinforcement Advertising

Five Types of Messages Humor Sex appeals Subliminal message

Five Types of Messages Appeals to guilt Appeals to fear

Advertising Plans and Strategy Advertising Strategy Setting Objectives Formulating budgets Creating Ad Messages Selecting Ad Media and Vehicles Strategy Implementation Assessing Ad Effectiveness

Advertising Plans and Strategy Specify the Key Fact State the Primary Problem State the Communications Objective Implement the Creative Message Strategy Define the Target Market Identify the Primary Competition Choose the positioning Statement Offer reason why Establish Mandatory Requirements

9 Principles Assessing Effective Ads Relevant to the advertising objectives Requires agreement about how the results will be used in advance of each specific test Multiple measurements A model of human response to communications

9 Principles Assessing Effective Ads (con.) Whether the advertising stimulus should be exposed more than once Alternative executions be tested in the same degree of finish Provides controls to avoid the bias normally found in the exposure context Basic considerations of sample definition Demonstrate reliability and validity

Conclusion It must extend from sound marketing strategy Effective advertising must take the consumer’s view Good advertising should never promise more than it can deliver Good advertising prevents the creative idea from overwhelming the strategy

Question & Answer

Reference Terence A. Shimp. (2007). Advertising, Promotion, and Other Aspects of Integrated Marketing Communication.(7th ed) For photo http://www.squidoo.com/Office-Humor

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