ADVERTISING MANAGEMENT - MAJOR DECISION AREAS IN...

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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
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COMMUNICATION EFFECT PYRAMID 5% REPURCHASE REGULAR USE 10% TRIAL 20% PREFERENCE 40% LIKING 60% KNOWLEDGE/COMPREHENSION 80% AWARENESS
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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
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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
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