Presentation is loading. Please wait.

Presentation is loading. Please wait.

Advertising Execution and Evaluation

Similar presentations


Presentation on theme: "Advertising Execution and Evaluation"— Presentation transcript:

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


Download ppt "Advertising Execution and Evaluation"

Similar presentations


Ads by Google