1. 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

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

4. 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

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

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

7. Five Types of Messages
Humor
Sex appeals
Subliminal message

8. Five Types of Messages
Appeals to guilt
Appeals to fear

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

10. 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

11. 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

12. 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

13. 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

14. Question & Answer

15. Reference
Terence A. Shimp. (2007). Advertising, Promotion, and Other Aspects of Integrated Marketing Communication.(7th ed)
For photo

16. Thank you for your attention and participation