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Fundamentals of advert. & advert. Planning and decision making.

Advertsing: it is the paid communication of company messages through impersonal media. The message may be audio- as in radio, visual- billboards, magazines, audiovisual- tv, cinema. 3 key areas: paid communication, identified sponsor, impersonal media. Why advertising: to inform, persuade, remind.

Types of advertising
1: product advert.: pioneering, competition, retention. 2: service advert. 3: institutional advert. 4: public relations advert. 5: financial advert. 6: international advert.

Factors affecting advtsing strategy: 1: languages/ regional factors 2: media availability 3: govt. controls 4: competition 5: agency availability 6: socio-cultural factors 7: type of product 8: PLC

Advertsng strategy development


In developing a strategy, mrktng manager must alwayz start by 3 step: 1: identifying the target market 2: identifying the buyer motive 3: identifying the compensation.

Setting advertising goals & objectives.


Advertsing objectives: Sales as an objective Operational objectives Increasing brand loyality, reducing attrition Price elasticity Increasing usage Behavioural or action objectives

An advert. Campaign is an organised series of advertisments having the same theme over a period of time. The various ad copies in a campaign are self contained & independent ads, but are still related to each other, sharing a common theme & united approach. Campaign planning & creativity in advertisment.

Dagmar approach
Russel h. colley 1961 introduced an approach. Defining advertising goals for measured advertising results. 52 adv. Goals were identified Theese goals pertain to sales, image, attitude, awareness etc. -closing & immediate sale - Build a brand image - To inform consumers - To help sales force

Under the dagmar approach, an advertisng goal involves a communication task that is specific and measurable. In it colley developed a model for setting advert. Objectives & measuring the results of an ad campaign. Major thesis of this approach: comunication effects are the logical basis for advertisng goals & objectives against which success or failure should be measured.

Dagmar approach
Colley proposed that the communication task be based on a hierarchical model of the communication process with 4 stages: 1: awareness: making cust. Aware of existence of brand or company 2: comprehension: developing an understanding of what the product is & what it will do for consumer. 3: conviction: developing a mental disposition in the consumer to buy the product. 4: action: getting the consumer to purchase product.

Dagmaar approach
Specific and measurable Characterstics of objectives: Concrete, measurable tasks Specific target audience Benchamrk and degree of change sought Specified time period

Criticism of dagmaar
Problem with the response hierarchy Sales objectives Practicality and costs Inhibition of creativity.

The strongest tool for evaluatng advetsng effectiveness. Sometimes it inhibit the creativity of advertisng campaigns.