Please enable JavaScript.
Coggle requires JavaScript to display documents.
DevMan Advertising program (Media (Deciding on media timing / allocation,…
DevMan Advertising program
Five Major decisions - 5Ms
1. Mission (objectives)
2. Money (budget)
3. Message
4. Media (platforms)
5. Measurement (evaluation)
Mission - Setting objectives
Persuasive
Reminder
Informative
Reinforcement
Money
Product Life cycel
Mkt share
Competition & clutter
Advertising Frequency
Substitutibility
Message
1) Objective
2) Content
3) Support
4) Tone
Print Adverts
1) Message clear at glance
2) Headline show benefit
3) Illustration support headline
4) Easy to read
5) Product identifiable
6) Brand identifiable
Media
Total Exposure:
E= R x F
Reach
Flanker brands
New product launch
Brand extension
Infrequently purchased products
Targeting undefined market
NB When:
Frequency
.
Strong competitors
Complex store to tell
High consumer resistance
Frequent purchase cycle
NB When
Impact
Choosing among major media
Target Audience
Product Characteristics
Message characteristics
Cost
Alternative Advertising Options
Place Advertising
(Work, Play, Shop)
Billboard
Public places
Product Placement
Point-of-purchase
Public Places
Billboards
Product Placement
Point-of-Sale
Deciding on media timing / allocation
Product
Target Customers
Distribution channels
Other marketing functions
Buyer Turnover
Purchase Frequency
Forgetting Rate
Evaluation
Communication-Effect Research
The consumer feedback method asks consumers for their reactions to a proposed ad
Portfolio tests ask consumers to view or listen to a portfolio of advertisements, then consumers are asked to recall all the ads and their contents.
Laboratory tests uses equipment to measure physiological reactions to an ad.
Sales-effect-research
1) Features
2) Price
3) Availibility
4) Competitor actions
(easier to meausre direct marketing. Harder measuring image building campaings. Firms want to know over spending underspending
Share in advertising earns. Share of voice/ consumer mind / market