1. Advertising Execution and Evaluation
16-3
Advertising Execution and Evaluation

2. Review Increase season pass holders for the MN Vikings by 20%
What is missing in this advertising objective?
Increase season pass holders for the MN Vikings by 20%

3. Learner outcomes Name common advertising formats
Explain what happens during the production phase of the advertising process
Differentiate between quantitative and qualitative research
Name the four types of advertising regulation

4. Creative Development
After the media decisions are made, the creative work begins and the advertising is actually created.
Advertising tries to stand out, so a concept is designed

5. Product Demonstrations – Competitive –
Musical
Jingle “I wish I were an Oscar Mayer Wiener
Dramatization –
Real Scene. Home Security
Testimonial –
Celebrities. Shoes
Comedy –
Laughing=Positive feeling. Dorito's
Image Advertising –
Mood or Attitude. Apple
Product Demonstrations –
Showing the product. Trucks
Competitive –
Superiority over competition. Verizon

6. Question?
Why is it SO important for creative concepts to be unique and original?
mAAc

7. Creative development and production process
Strategic Brief
Creative Development
Client Presentation
Creative Research
Production
Advertising Runs
At what stage of the process of creating an ad does a producer get involved?

8. Gauging advertising effectiveness
Advertisers must evaluate as campaigns to measure how well they meet the objectives of the advertising plan
Can be difficult to measure since many variables affect sales
Easy if there is a built in evaluator like a coupon or rebate offer

9. How to research ad effectiveness
Quantitative Research –
Involves collecting data that can be classified into meaningful numerical values.
Asks large number of people simple questions
Surveys
Qualitative Research –
Presents customers with open-ended questions rather than specific choices.
Focus groups, telephone interviews, or face- to-face discussions

10. Oreo Case Study

11. Research:
Go to the following sites. Type a summary of each. Explain the service each offers its members and the kinds of information available on its site. Explain why such sites are valuable to an advertising firm in general.
Advertising Research Foundation
American Adverting Federation
Association of National Advertisers
Audit Bureau of Circulations
Direct Marketing Association
Internet Advertising Bureau
Outdoor Advertising Association of America
Radio Advertising Bureau
Television Bureau of Advertising