3. Advertising is the activity or profession of
producing advertisements for commercial
products or services.
Advertising Program is detailed outline of
a firm’s or a product’s advertising
campaign which shows what are the
advertising objectives, how they will be
achieved, and what commitment of
resources is required.
4.
5.
6. Informative Advertising
• Aims to create brand awareness and knowledge of
new products or nee features of existing products.
Persuasive Advertising
• Aims to create liking, preference, conviction and
purchase of a product or service.
Reminder Advertising
• Aims to stimulate repeat purchase of products and
services
Reinforcement Advertising
• Aims to convince current purchases that they made
the right choice.
7. Money
Advertising budget
How does a company know it’s
spending the right amount?
It is an investment in building brand
equity and customer loyalty.
8. Stage in the product life cycle
Market share and the consumer base
Competition and the clutter
Advertising Frequency
Product Substitutability
Controlled by 5 facto
9. Message
•Message Generation and evaluation
(What it says?)
•Creative Development and evaluation
(How it says?)
•Legal and social issues
(Must ensure that advertising does not overstep
social and legal norms)