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This article explores the process of developing and evaluating advertising campaigns from a consumer behavior perspective. It discusses the components of creative decisions, advertising appeals, message execution, and campaign effectiveness. The article specifically analyzes the advertising campaigns of popular brands like Coke, Mobilink, Warid, and more. It also discusses the various factors influencing media mix decisions, media types, advantages, and disadvantages of each. Additionally, it covers different media scheduling strategies like continuous, flighted, pulsing, and seasonal schedules.
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Identify Product Benefits Components of Creative Decisions Develop and Evaluate Advertising Appeals Execute the Message Evaluate the Campaign’s Effectiveness Creative Decisions
Message Exposure Attention Comprehension Acceptance Retention Advertising Hierarchy of Effects
Design Creative Strategy Select Target Market Determine Advertising Objectives Determine Advertising Budget Evaluate Advertising Effective-ness Select & Schedule Media Developing an Advertising Campaign
Cost per Contact Factors Influencing Media Mix Decisions Reach Frequency Audience Selectivity Media Selection Consideration
Newspapers Major Types of Advertising Media Magazines Radio Television Outdoor Internet Alternative Media Media Types
Advantages Disadvantages • Limited demographic selectivity • Little color • May be expensive • Low pass-along rate • Clutter • Mass market medium • Year-round readership • Geographic selectivity • Immediacy • High individual market coverage • Short lead time Newspapers
Advantages Disadvantages • Higher cost per contact • Long-term advertiser commitments • Slow audience build-up • Limited demonstration capabilities • Lack of urgency • Long lead time • Good reproduction • Demographic selectivity • Regional/local selectivity • Long advertising life • High pass-along rate Magazines
Advantages Disadvantages • Selectivity and audience segmentation • Immediate and portable • Geographic flexibility • Entertainment carryover • Short-term ad commitments • No visual treatment • Short advertising life • High frequency to generate retention • Commercial clutter • Background distractions Radio
Advantages Disadvantages • Short life of message • Expensive with high campaign cost • Little demographic selectivity with network • Long-term advertiser commitments • Long lead times • Clutter • Wide diverse audience • Low cost per thousand • Creative and demonstrative • Immediacy of messages • Entertainment carryover • Demographic selectivity with cable Television
Advantages Disadvantages • High exposure frequency • Moderate cost • Flexibility • Geographic selectivity • Broad, diverse market • Short message • Lack of demographic selectivity • High “noise” level Outdoor Media
Advantages Disadvantages • Difficult to measure ad effectiveness and ROI • Ad exposure relies on “click through” • Not all consumers have access to internet • Fast growing • Ability to reach narrow target audience • Short lead time • Moderate cost Internet
Types of Media Schedules Continuous Media Schedule Flighted Media Schedule Pulsing Media Schedule Seasonal Media Schedule Media Scheduling
Continuous Media Schedule Advertising is run steadily throughout the period. Flighted Media Schedule Advertising is run heavily every other month or every two weeks. Pulsing Media Schedule Advertising combines continuous scheduling with flighting. Seasonal Media Schedule Advertising is run only when the product is likely to be used. Media Scheduling
