ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH

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Advertising and Promotion (MKT621)

Lesson 12

ADVERTISING REACH

LECTURE OVERVIEW

Advertising research ,creative concepts, specific communication objectives, advertisement

copy methods ,pre campaign testing and post testing is all what we will study in this lecture.

ADVERTISING STRATEGY RESEARCH

Components:

TARGET MARKET.

POSITIONING.

COMMUNICATION MEDIA.

CREATIVE CONCEPT.

CREATIVE CONCEPT RESEARCH

· Team develops several rough copy platforms.

· Conduct focus group interviews.

· Focus group interviews are combined with other quantitative techniques.

SPECIFIC COMMUNICATION OBJECTIVES

· Closing an immediate sale (Buy Now because of price)

· Building long range consumer franchise. (establish brand recognition & acceptance.

· Contribute towards increased sales. (convert non users of the type)

· Taking specific step leading to sale. (induce the prospects to sample product)

· Imparting information to close sale. (where to buy it)

· Building confidence in the company (past & present profitability)

· Building images. ( product quality & corporate citizenship)

· Creating near term sales to bring prospect closer to purchase. (combating competitor's

claims)

BROAD COMMUNICATION OBJECTIVES

· INFORMING

1. Make consumers aware of new product.

2. Announcing a new price.

3. Explaining how a product works.

REMINDING

1. Telling consumers where to buy.

2. And when to buy.

ADVERTISING COPY METHODS

· What assumptions are made for the working of advertising?

· What are its objectives?

MEASURES

· If objective is to persuade then--

A measure of purchase intent will be used.

· If objective is attitude shift then --

Advertising and Promotion (MKT621)

A measure of sales will be used.

· If objective is message overtime then

Controlled market experiments will be used.

PRE-TESTING ADVERTISEMENTS Methods

PRINT ADVERTISING

· Direct Questioning.

· Focus groups.

· Paired comparison tests.

· Order of merit test.

· Direct mail test.

· Depth interview.

· Story telling.

TV & RADIO ADVERTISING

· Central location test.

· Trailer test.

· Theatre test.

· Live telecast test.

· Sales experiment.

POST- CAMPAIGN TESTING Methods

· Inquiry test.

· Sales test.

· Recall test.

· Recognition test.

INQUIRY TESTS

· Same placed in different copies in different issues to same medium.

· Determining "pulling power" of different copy.

· Same offer placed in different ad copy appearing in different magazines & newspapers.

· Two pieces of copy reach different audiences.

SALES TEST

· Through point of purchase displays or direct mail.

· Through two matched groups Collecting data.

RECALL TESTS

AIDED 

respondent shown picture of ad with name of sponsor or brand name blanked out.

UN AIDED 

Only the product or service is given.

RECOGNITION TESTS 

Mail survey through questionnaires etc.

Advertising and Promotion (MKT621)

MEDIA RESEARCH:

QUESTIONS NEED ANSWERING

· What class of media should be used?

· Which media vehicle & option be used?

· What should be exposure level & how to schedule it?

MAJOR AREAS OF RESEARCH

Media selection & Media scheduling

MEDIA SELECTION

· What frequency of message exposure is desired to change behavior to affect sales of

their brand?

· Maximum number of market segment that can be reached with that frequency.

5 LEVELS TO BE ADDRESSED

· Vehicle Distribution.

· Vehicle Exposure.

· Ad Exposure.

· Advertising Perception.

· Advertising Communication.

Vehicle Distribution

· Individual's medium's circulation. The process by which, it becomes available.

Vehicle Exposure

· Exposure of audience to vehicle-reading a given magazine or watching a particular TV

program.

Ad. Exposure

· Requires message physically comes within audience's attention range.

Advertising Perception

· Audience has conscious awareness of the ad.

Advertising Communication

· The audience receives the message in a desired context.

· Media scheduling.

· Market & sales analysis research.

· Market potential analysis.

· Sales forecasting.

· Sales analysis.

· Measuring advertising effectiveness.

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