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C12- ADVERTISMENT DECISION PROCESS - Coggle Diagram
C12- ADVERTISMENT DECISION PROCESS
BUDGET DECISION
4 METHOD used to set total ads's budget.
%TAGE-O-SALES M
Set budget at certain %tage of current or forecasted sale
COMPITITIVE-PARITY M
Set budget to match competitors outlays.
AFFORDABLE M
Set budget at the level compny can afford- small buss cus firm cannot spend > on ads
this method ignore the effect of prmotion on sales- tend to put as last priorities even
advertising is critical to firm's success
OBJ- AND-TASK M
Most logic budget setting method- Set based on
wht it wnt accomplish wth promotion.
This method entails
define specific promo obj
determind task needed to achieve obj
estimate the cost performing task
ADVERTISMENT DECISION
PROCESS
ADVERTISING EVALUATION
Evaluate 2 type result
SALES & PROFIT EFFECT
COMMUNICATION EFFECT
Ways to measure
compare past sales n profit wth past advertisng expenditures.
through experiment.
Other advertising consideration
Organizing fr ads
Internatinal Ads Decisions
OBJ SETTING
ADS OBJ: A specific communication task to be accomplished wth specific target audience wth specific time.
Can be classified by their primary purpose to.....
persuade (PERSUASIVE ADS)
Become > importnt as competition increase - to build selective demand /
wnt engage cust & create brand preference.
Some PA become COMPARATIVE ADS - Company directly/ indirect compare
its brand wth other brand
COMPARATIVE ADS- Often create controversy. Advertiser should used CA
wth caution cuz can resulat in ADS WAR.
remind (REMINDER ADS)
Important for mature prodct, help to maintain cust r/ship & keep consumer thnk
abt prodct.
GOAL- to help move cust thought the buying prcess // move ppl to immediate
action.
FOCUS- Bilding / strengthening long -term cust r/ship.
inform (INFORMATIVE ADS)
Used to intro new prodct category to build primary demand
To help engage cust & build cusy r/ship by communication cust value.
MESSAGE & MEDIA DECISION STREATEGY
2 major element
CREATING ADS MESSAGE
Message & Content Strtgy
Message Executions
Merging Ads & Entertainment
Consumer Generated Content
Breaking through the clutter
SELECT ADS MEDIA
Choosing among major media type
Select specific media vehicle
Det reach, Freq, Impact & Engagement
Choose media timing