Developing an ad program
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Transcript of Developing an ad program
![Page 1: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/1.jpg)
Developing Advertising Program
![Page 2: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/2.jpg)
What is ADVERTISING ?
![Page 3: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/3.jpg)
Creative without strategy is “art”
Creative with strategy is
“advertising”
J I RICHARD
![Page 4: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/4.jpg)
![Page 5: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/5.jpg)
![Page 6: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/6.jpg)
5 steps in Developing an Ad
![Page 7: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/7.jpg)
#1 Mission
Informative ads
![Page 8: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/8.jpg)
#1 Mission
Persuasive ads
![Page 9: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/9.jpg)
#1 Mission
Reminder ads
![Page 10: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/10.jpg)
#1 Mission
Reinforcement ads
![Page 11: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/11.jpg)
#2 Money
New Brand
Needed MORE ads
![Page 12: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/12.jpg)
#2 Money
OLD Brand
Needed LESS ads
![Page 13: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/13.jpg)
#2 Money
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#2 Money
More market share
Less ads needed
![Page 15: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/15.jpg)
#2 Money
Less market share
More ads needed
![Page 16: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/16.jpg)
#2 Money
Too much ads…
![Page 17: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/17.jpg)
#2 Money
Buts its needed to increaseAds frequency
![Page 18: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/18.jpg)
#3 Message
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#3 Message
“Top this TV challenge”
6000 Submission
10 Million online view
![Page 20: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/20.jpg)
#3 Message
After Duck ad
Sale – 13% to 91%
170000 FB follower
“AFLAC”
![Page 21: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/21.jpg)
#4 Media
REACH …
FREQUENCY …
IMPACT …
![Page 22: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/22.jpg)
#4 Media
Total number of exposure Reach
Frequency= *
Weighted number of exposure = Reach * Frequenc
y
* Impact
![Page 23: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/23.jpg)
#4 Media
![Page 24: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/24.jpg)
#4 Media
“15 min could save u
15 % more on your car insurance”
![Page 25: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/25.jpg)
#5 Measurement
Communication –Effect Research
![Page 26: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/26.jpg)
#5 Measurement
Sales Effect Research
![Page 27: Developing an ad program](https://reader030.fdocuments.in/reader030/viewer/2022032620/55cbac01bb61ebbd088b4650/html5/thumbnails/27.jpg)