Weitere ähnliche Inhalte Ähnlich wie What are the steps required in developing an advertising program (20) Mehr von Sameer Mathur (20) Kürzlich hochgeladen (20) What are the steps required in developing an advertising program1. What steps are required in
developing an advertising
program?
Guided by: Presented by:
Prof. Sameer Mathur Smriti Mishra
G.E.C Rewa
3. Steps to develop an advertising
program
Mission Money
Message Media
Measurement
17. Deciding on media and
measuring effectiveness
Reach(R)-Thenumberofdifferentpersonexposedtoa
particularmedia.
Frequency(F)-Thenumberoftimeanaverageperson
isexposedtothemessage.
Impact(I)-Thequalitativevalueofanexposure
throughagivenmedia.
23. Deciding on media timing
and allocation
• Continuity meansexposureappearevenlythroughouta
givenperiodoftime.
• Concentrationcallsforadvertisinginasingleperiod
• Flightingcallsforadvertisingaperiodfollowedbyperiod
withnoAds.
• Pulsingiscontinuousadvertisingatlow-weightlevels.
27. Created by Smriti Mishra,G.E.C Rewa,
during an internship by Prof. Sameer
Mathur,IIM Lucknow
www.IIMinternship.com