1. Chapter Number Four Development of an Advertising Program Modular:
Afjal Hossain,
Assistant Professor, Department of Marketing, PSTU
Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.

2. Definition of Advertising
U.S. advertisers spend in excess of $175 billion each year.
Advertising is used by:
Business firms,
Nonprofit organizations,
Professionals,
Social Agencies.

3. The 5 Ms of Advertising

4. Setting Objectives Advertising Objectives Informative Advertising
Accomplished with a Specific Target Audience
During a Specific Period of Time
Specific Communication Task
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to Another
Reminder Advertising
Keeps Consumers Thinking
About a Product.

5. Advertising Budget Methods Factors in Setting the Advertising Budget
Setting Advertising Budget
Advertising Budget Methods
Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task
Stage in the Product
Life Cycle
Product
Differentiation
Advertising
Frequency
Market
Share
Factors in Setting the Advertising Budget
Competition
and Clutter

6. Advertising Strategy Creating Advertising Messages
Plan a Message Strategy
General Message to Be Communicated to Customers
Advertising Strategy
Creating Advertising Messages
Develop a Message
Focus on
Customer Benefits
Creative Concept
“Big Idea”
Visualization or Phrase
Combination of Both
Advertising Appeals
Meaningful
Believable
Distinctive

7. Advertising Strategy Typical Message Execution Styles
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Testimonial
Evidence
Slice of Life
Scientific
Evidence
Typical
Message
Execution
Styles
Lifestyle
Technical
Expertise
Fantasy
Personality
Symbol
Mood or
Image
Musical

8. Advertising Strategy Selecting Advertising Media
Step 1. Decide on Reach, Frequency,
and Impact
Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost
Advertising Strategy
Selecting Advertising Media
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Step 4. Deciding on Media Timing
Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing

9. Advertising Evaluation
Advertising Program Evaluation
Advertising Evaluation
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is the Ad Increasing Sales?