Module-2
Prof. Rohin
Advertising
Message and Media strategies
An effective communication strategy requires
thought and planning. A firm's plan to
communicate with consumers is known as
its media strategy
Create your proposition statement (or
theme)
Have clear objectives for making media
Do research
Background research
Previous efforts and campaigns
Context mapping
Identify your target audience and
participant communities
Target audiences and participants
Audience profiling
Craft your message
Creating an effective message
Create a call to action
Budgeting and funding
Documenting impact
Advertising
Objectives
Classification of Advertising Objectives
Informative
Persuasive
Reminder
Functions
Sales as an objectives
Towards operational Objectives
Behavioral Dynamics
New customers from other Brands
New customers from the categories
Increasing share of requirement
Increasing Brand Loyalty
Increasing Usage
Advertising Response
Action
Brand Awareness
Brand Comprehension
Brand Image and Personality
Brand Attitude
Associating Feelings with Brand
More complex models and multiple objectives
Creative Execution
Tactics
Creative execution refers to the manner in
which an marketing communication appeal is
carried out or presented. A particular
marketing communication appeal can
be executed in a variety of ways and a
particular means of execution can be applied
to a variety of marketing communication
appeals.
Lifestyle
Slice-of-Life
Spokesman/Testimonial/Endorsement
Fantasy
Humorous
Attention in
Advertisement
attention is the qualitative measure of
an advertisement's effectiveness in arousing
interest in a viewer. Quantitative techniques
such as Eye Tracking are used to measure
attention and spontaneous response to
marketing messages.
Media Strategy
Clutter
Clutter
Repeat
Repeat
Scheduling
Scheduling Exposure
Exposure
Media
Media
Factors
Factors
Editorial
Editorial
Attentiveness
Attentiveness Environment
Environment
Number
Number of
of
Media
Media Used
Used
Flexibility in Media Strategies
Market
Market
opportunities
opportunities
Market
Market threats
threats
Flexibility
Flexibility
Changes
Changes in in Availability
Availability of
of
media
media oror media
media media
media
vehicle
vehicle
Implementation
Mass Media communication
News papers/ Print Media
Electronic Media
Internet Media
Evaluation
How well did these strategies achieve
the media objectives?
How well did the media plan contribute
to attaining the overall marketing and
communications objectives?
Use again, or analyze flaws