Ch17 what steps are required in developing an advertisement program
40
DEVELOPING AN ADVERTISING PROGRAM
Transcript of Ch17 what steps are required in developing an advertisement program
DEVELOPING ANADVERTISING PROGRAM
Informative
Persuasive
Reminder
Reinforcement
Stage in the Product Life Cycle
Market Share
Competition
Advertising Frequency
Product Substitutes
ADVERTISINGELASTICITY
Message
STEPS
MessageGeneration
CreativeDevelopment
SocialResponsibility
Review
Media
Steps Reach, Frequency,
Impact
Media Type
Specific Media Vehicle
Media Timing
Geographical Media
Allocation
MediaSelectio
n
Reach Frequency
Impact
ChoosingMedia Type
Billboards
PublicSpaces
Product Placement
Point of Purchase
Evaluation
Cost Per Thousand Impressions
MediaTiming
Measure
Communication-
Effect Research
Consumer Feedback
TEST
Laboratory Test
Sales-Effect Research
