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Advertising Management

Royal University of Phnom Penh Institute of Foreign Languages CM.4.2. Advertising Management. Group.05 Member CHAN Rachna KANG Puthea KEANG Mengleang LAO Seavpheng NOV Sokchamroeun SENG Kruy. CONTENT. CONCLUSION. 9 PRINCEPLES ASSESSING EFFECTIVES ADS.

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Advertising Management

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  1. Royal University of Phnom Penh Institute of Foreign Languages CM.4.2 Advertising Management Group.05 Member CHAN Rachna KANG Puthea KEANG Mengleang LAO Seavpheng NOV Sokchamroeun SENG Kruy

  2. CONTENT CONCLUSION 9 PRINCEPLES ASSESSING EFFECTIVES ADS ADVERTISING PLAN & STRATEGY FIVE TYPES OF MESSAGES TYPES OF ADVERTISING THE OBJECTIVES OF ADVERTISING ADVERTISING OVERVIEW

  3. Advertising overview • Advertising is a form of communicationthat typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service and it sets the paid form of non –personal presentation and promotion of ideas, goods by an identifies sponsor. • Flow of information is not only enough • 1st time users of the product • 1st time user of the Brand • Regular user of the Brand • Launch a New Brand

  4. The Objectives of Advertising • Informing • Influencing • Reminding and increasing salience • Adding value • Innovation • Improving quality • Altering consumer perception • Assisting other company efforts

  5. Types of Advertising Informative Advertising Comparative Advertising Persuasive Advertising Remainder Advertising Reinforcement Advertising

  6. Five Types of Messages Humor Sex appeals Subliminal message

  7. Five Types of Messages Appeals to guilt Appeals to fear

  8. Advertising Plans and Strategy • Advertising Strategy • Setting Objectives • Formulating budgets • Creating Ad Messages • Selecting Ad Media and Vehicles Strategy Implementation Assessing Ad Effectiveness

  9. Advertising Plans and Strategy • Specify the Key Fact • State the Primary Problem • State the Communications Objective • Implement the Creative Message Strategy • Define the Target Market • Identify the Primary Competition • Choose the positioning Statement • Offer reason why • Establish Mandatory Requirements

  10. 9 Principles Assessing Effective Ads • Relevant to the advertising objectives • Requires agreement about how the results will be used in advance of each specific test • Multiple measurements • A model of human response to communications

  11. 9 Principles Assessing Effective Ads (con.) • Whether the advertising stimulus should be exposed more than once • Alternative executions be tested in the same degree of finish • Provides controls to avoid the bias normally found in the exposure context • Basic considerations of sample definition • Demonstrate reliability and validity

  12. Conclusion • It must extend from sound marketing strategy • Effective advertising must take the consumer’s view • Good advertising should never promise more than it can deliver • Good advertising prevents the creative idea from overwhelming the strategy

  13. Question & Answer

  14. Reference • Terence A. Shimp. (2007). Advertising, Promotion, and Other Aspects of Integrated Marketing Communication.(7th ed) For photo • http://www.squidoo.com/Office-Humor

  15. Thank you for your attention and participation

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