PRE â€“ PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION

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Advertising and Promotion (MKT621)

Lesson 13

PRE PLACEMENT EVALUATION

LECTURE OVERVIEW

Pre-placement evaluation of advertisement, budget allocation magnitude, advertising

perception and communication etc will be explained in this lecture.

PRE PLACEMENT EVALUATION of ADVERTISEMENT

1st advertising decision may need searching and screening of suitable advertising ideas.

· Quest for new ideas or for new expressions of old ones.

· Collection of facts about what people know or feel about a company.

· Prediction of how people will probably react to a new advertising idea.

Various elements to be included can be evaluated using following methods.

Concept Testing. A tea brand emphasized environmental features of mountains etc.

Theme Testing. Adv. themes are as follows.

UTILITARIAN value of product & for service directed to value for money etc.

FOCUSED for specific market segments.

INFORMATIVE for information about product. -- no selling message.

NON-SPECIFIC Vague & diffused message about product.

ACHIEVEMENT ORIENTATION sales profits awards etc.

DESCRIPTIVE & PROJECTIVE combination informative & achievement related.

NEW PRODUCT, SERVICE SCHEME OR IDEA A new entry in the market.

The media factor - helps in following ways:

· Number & type of persons exposed to advertising & how often.

· Provide environment -- favorable / unfavorable or neutral.

· Determine overall impact of a campaign i.e. information communicated, attitudes

formed or changed or action may be taken as a result of advertising.

Copy Research

· Establish whether message content & presentation will perform as desired & what

changes may be helpful or required.

ACCOUNT PLANNING

· Conduct research & gather all relevant information about a client's product or service

brand and consumers in the target market.

· To provide key decision makers with all information required to make an intelligent

decision.

Jon Stell (President & Director Account planning)

· Responsible for advertising strategy formulation & implementation in the creative

work.

· Ensure that each stage of campaign is completed on time.

· Possess ability to organize & gather huge amount of relevant information essential to

solve problems related to the brand.

· Account Planner scheme

Advertising and Promotion (MKT621)

Initial Briefing

The Budget.

The Company, product or service.

Market.

Distribution.

Name Brand.

Price.

Packaging.

Competition.

BUDGET

Magnitude (size) of allocation.

The company, product or service

· Understand company, its background and how it operates.

· To see ,understand ,use & operate the product for first hand experience.

MARKET

· At whom product or service aimed?

· Who is likely to buy it?

· Was it to satisfy a particular market need?

· What are the buying motives?

· How satisfied or dissatisfied are customers?

· Does client require marketing advice?

· Is agency expected to conduct research.

DISTRIBUTION

· How does / will it reach consumer?

· What is the distribution channel?

· Is distribution extensive or intensive?

NAME / BRAND

· Has it been already decided?

· Will advertising agency find a name?

PRICE

· Has it been already decided?

· Will advertising agency help?

· What is the selling price?

· Is it price conscious market?

PACKAGING

· Has it been already decided?

· Will advertising agency provide the design?

COMPETITION

· Is product unique?

· Does it compete with an established product group?

· If expensive what specific consumer group it competes with?

REPORT TO AGENCY HEAD -- DEPARTMENT HEAD and finally leading to

CAMPAIGN PREPARATION.

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