1.
What Steps Are Required In
Developing
An Advertising Program?
Kotler Chapter 17
Aayushi Aggarwal
IIT Kanpur

2.
Advertising
To persuade an audience to
take or continue some action,
usually with respect to a
commercial offering

3.
Dramatizing the
brand attracts
attention
The
advertiser
can
choose
the
aspects of
the brand
and
product
to focus.
Compare the messages of
various competitors
Trigger
quick
sales

4.
5 Steps To Developing An Advertising
Program
5M’s
Mission Money Message Media Measurement

5.
1. Mission or Advertising
objective
An advertising goal is a
specific communications task
and achievement level to be
accomplished with a specific
audience in a specified
period of time
Informative
Persuasive
Reminder
Reinforcement

6.
Informative Advertising
Informative in
nature.
Eg.
Dental
protection
features of
toothpaste

7.
Persuasive
Advertising
It aims to create
liking of a
product.
Sometimes use
comparison.

8.
Reminder Advertising
Aims to
stimulate
repeat
purchase
of the
product

9.
Reinforcement Advertising
Aims to
convince
current
purchasers
that they
made the
right choice.

10.
2. Money
Not an expense but an
investment in building
brand equity and
customer loyalty.
Advertising
Budget

11.
Factors
affecting
Budget
Stage in
product life
cycle
Market
share
Competition
and Clutter
Advertising
Frequency
Product
substitutab
ility
New products require
greater advertising
High market
share brands
usually require
lesser
advertising
In a market
of large
competition,
a brand must
advertise
larger to be
heard.
Number of
repetitions
needed to put
the message
accross
Brand in less
differentiated
classes
require heavy
advertising

12.
• Fresh insights are important for avoiding using
the same appeals and position as others
• Advertisers are always seeking “The Big Idea”
Message Generation
and Evaluation
What it says?
• Every advertising medium has advantages and
disadvantages:
• TV , Radio and Print ads
Creative development
and execution
How it Says?
• Ensure that the ad does not overstep any social
and legal norms.
• Eg. No ads should promise magical cure for any
ailment or disease.
Social Responsibility
review
3. Message

13.
Television Print Film
4. Media

14.
Television Ads
Generally
acknowledged
as most
powerful
advertising
medium
because of its
reach.

15.
Print ads
Volkswagen Vento
“Talking Ad”
The purpose was to
catch the attention of
the audience and to
establish a connect
with the product by
directly speaking to
them via a newspaper.
Because readers
consume them at their
own pace, newspapers
and magazines can
provide detailed
information

16.
Film ads
Advertisements are shown
at the beginning,
and during the interval of
movies.
Main advantage is that the
Audience is more captive

17.
Media Selection Criteria
• No of different
household exposed
to a particular
media during a
specified time
Reach(R)
• The no of times
that an average
household id
exposed to the
message
Frequency(F)
• The quantitative
value of the
exposure
Impact(I)

18.
Relationship b/w Reach,Frequency and
Impact is captured by the following
concepts:
• E = R X F
• Reach times average frequency
• Also called GRP(Gross Rating Points)
Exposures(E)
• WE = R X F X I
• Reach times average frequency times average impact
Weighted no of Exposures(WE)

19.
5. Measurement
CommunicationEffect
Research
• Determines whether an ad
is communicating
effectively
• Also called Copy Testing
• Include Trailer tests,
Theater Tests, On-Air Tests
Sales-EffectResearch
• What sales are generated
by an ad?
• Easiest to measure in
direct marketing situations
• Hardest in brand and
corporate image building
• Companies are interested
to find out whether they
are overspending or
underspending on
advertising