Management of Effective Advertising

1. Chapter 10 Management of Effective Advertising

2. CHAPTER 10 Management of Effective Advertising 10.1 The Advertising Plan 10.2 Creation of the Advertisement 10.3 Analysis and Evaluation of Advertising Messages

3. CHAPTER 10 10.1 The Advertising Plan • Goals • Identify the steps in creating an advertising plan. • Recognize the various types of analyses that should be performed when creating an advertising plan. • Terms • advertising plan • situational analysis • SWOT analysis • creative strategy • return on investment (ROI),

4. CHAPTER 10 What Is the Advertising Plan? • Perform a situational analysis • Set advertising objectives • Determine the budget • Develop the creative strategy • Execute the plan • Evaluate the plan

5. CHAPTER 10 Advertising Plan Analyses • Industry analysis • Market analysis • Competitor analysis • Global analysis

6. CHAPTER 10 Industry Analysis • What is the estimated size of the industry (in total sales or number of products/services sold)? • What is the expected outlook of the industry? (Is it on the rise or decline?) • What are the sales trends in the industry over recent years? • What are the product/service trends in the industry? • Who are the leading businesses (top brands) in the industry? • What types of marketing strategies are commonly used in this industry? • Is the industry sensitive to economic conditions?

7. CHAPTER 10 Market Analysis • Who is the target customer? • What is the size of the overall target market? • What features and benefits are most important to the target customer? • What would motivate the target customer to buy our company’s product or service instead of the competitors’? • What is the best way to reach the target customer? • How is the market changing?

8. CHAPTER 10 Competitor Analysis • Who are the competitors? • What threats do they pose? • What are the strengths and weaknesses of the competitors? • What marketing strategies do the competitors use and how successful are those strategies? • How are the competitors likely to respond to changes in our marketing strategies?

9. CHAPTER 10 Global Analysis • Standardize for greater efficiency • Customize to appeal to local tastes

10. CHAPTER 10 10.2 Creation of the Advertisement • Goals • Describe different advertising creative formats. • Identify processes involved in the copywriting, art, and production stages of advertising. • Terms • image advertising • comparison advertising • copywriting • slogan • illustration • storyboard • layout

11. CHAPTER 10 Select a Creative Format • Slice-of-life advertising • Lifestyle advertising • Testimonial advertising • Humorous advertising • Image advertising • Scientific advertising • Product demonstration advertising • Musical advertising • Comparison advertising

12. CHAPTER 10 Determine Copywriting, Art, and Production Strategies • Copywriting and art directing • Print advertising • Radio advertising • Television advertising • Digital advertising • The production process

13. CHAPTER 10 10.3 Analysis and Evaluation of Advertising Messages • Goals • Describe various methods used to evaluate advertising effectiveness. • Identify simple approaches to use in determining advertising effectiveness. • Terms • recognition test • recall test • attitude study • resonance test

14. CHAPTER 10 Evaluate Advertising Effectiveness • Recognition and recall measures • Attitude measures • Emotional measures • Behavioral measures

15. CHAPTER 10 Other Strategies to Determine Advertising Effectiveness • Track retail traffic • Use a website stat counter to determine the number of visitors to the company’s website • Ask people how they found out about the company • Discontinue advertisements and measure any changes in business • Use different telephone numbers • Use direct-response advertisements