ADVERTISING MANAGEMENT - MAJOR DECISION AREAS IN...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
MAJOR DECISION AREAS IN ADVERTISING MANAGEMENT SETTING ADVERTISING OBJECTIVES DECIDING ADVERTISING BUDGET DEVELOPING ADVERTISING MESSAGE SELECTING ADVERTISING MEDIA EVALUATING ADVERTISING IMPACT 1 2 3 4 5
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
COMMUNICATION EFFECT PYRAMID 5% REPURCHASE REGULAR USE 10% TRIAL 20% PREFERENCE 40% LIKING 60% KNOWLEDGE/COMPREHENSION 80% AWARENESS
Background image of page 2
DAGMAR APPROACH Russel H Colley D efining A dvertising G oals for M easured A dvertising R esults Advertising’s job, purely and simply, is to communicate to the defined audience information and a frame of mind that stimulates action. Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and right cost. AWARENESS COMPREHEN- SION CONVICTION ACTION
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
ADVERTISING EFFECT ON CONSUMERS Behavioural Steps Towards Advertising For Dimensions Purchase Various Stages CONNATIVE Purchase POP advertising The realm of motives Testimonials Ads stimulates Price/Quality Appeals or directs desire
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/16/2011 for the course MARKETING 101 taught by Professor Narendra during the Spring '11 term at University of Mumbai.

Page1 / 11

ADVERTISING MANAGEMENT - MAJOR DECISION AREAS IN...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online