F10+MKTG+3104+Student+19.+Advertising,+sales+promotions,+publicity+ppt

Schedule the ads media scheduling issues buyer

This preview shows page 13 - 19 out of 23 pages.

Schedule the Ads (Media scheduling) Issues Buyer turnover – how often buyers enter market Purchase frequency Forgetting rate (for brand if advertising is not seen) Decisions Vehicles (specific instances of media types used) Timing Continuous Flighting (intermittent) Pulse (continuous + flights)
Image of page 13

Subscribe to view the full document.

A Sample Media Schedule
Image of page 14
Developing an Advertising Developing an Advertising Program Program Step 6. Assess Program Effectiveness Companies increasingly demand to see ROI for marketing expenditure . Because the effects of advertising can build and provide value over time, advertising should be regarded as … Effectiveness is determined by a comparison of posttest (and pretest) measures to the ..
Image of page 15

Subscribe to view the full document.

Assessing Advertising Effectiveness Pretests measure… 1.The starting position with respect to chosen objectives awareness, beliefs, attitudes, preferences, inquiries, trial, sales 2. The quality of the advertisement (using test groups ) Attention Recall Information learned? Likeable ad? Consistent with brand identity?
Image of page 16
Assessing Effectiveness Posttests done after the target market has been exposed to the advertising measure… The current position with respect to chosen objectives awareness, beliefs, attitudes, preferences, inquiries, trial, sales The quality of the advertisement in the marketplace Unaided and aided recall Likeable ad?
Image of page 17

Subscribe to view the full document.

Sales Promotions (The Good) Sales Promotions (The Good)
Image of page 18
Image of page 19
You've reached the end of this preview.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern