Advertising from Consumer
Behaviour Perspective
Creative Decisions
Identify
Product Benefits
Components
of
Creative
Decisions
Develop and Evaluate
Advertising Appeals
Execute
the Message
Evaluate the
Campaign’s Effectiveness
“COKE FOR EVERYONE”
Advertising Hierarchy of Effects
Message Exposure
Attention
Comprehension
Acceptance
Retention
“MOBILINK”
Developing an
Advertising Campaign
Design
Creative
Strategy
Select
Target
Market
Determine
Advertising
Objectives
Evaluate
Advertising
Effectiveness
Determine
Advertising
Budget
Select &
Schedule
Media
“WARID”
FCB Planning Model
Media Selection Consideration
Cost per Contact
Factors
Influencing
Media Mix
Decisions
Reach
Frequency
Audience Selectivity
Media Types
Newspapers
Magazines
Radio
Television
Major Types
of
Advertising
Media
Outdoor
Internet
Alternative Media
Newspapers
Advantages
 Year-round readership
 Geographic selectivity
 Immediacy
 High individual market
coverage
 Short lead time
Disadvantages
 Limited demographic
selectivity
 Little color
 May be expensive
 Low pass-along rate
 Clutter
 Mass market medium
Magazines
Advantages
Disadvantages
 Good reproduction
 Higher cost per contact
 Demographic
selectivity
 Long-term advertiser
commitments
 Regional/local
selectivity
 Slow audience build-up
 Long advertising life
 Limited demonstration
capabilities
 High pass-along rate
 Lack of urgency
 Long lead time
Radio
Advantages
 Selectivity and
audience segmentation
 Immediate and portable
Disadvantages
 No visual treatment
 Short advertising life
 Geographic flexibility
 High frequency to
generate retention
 Entertainment
carryover
 Commercial clutter
 Short-term ad
commitments
 Background
distractions
Television
Advantages
 Wide diverse audience
 Low cost per thousand
 Creative and
demonstrative
 Immediacy of messages
 Entertainment carryover
 Demographic selectivity
with cable
Disadvantages
 Short life of message
 Expensive with high
campaign cost
 Little demographic
selectivity with network
 Long-term advertiser
commitments
 Long lead times
 Clutter
Outdoor Media
Advantages
 High exposure
frequency
Disadvantages
 Short message
 Moderate cost
 Lack of demographic
selectivity
 Flexibility
 High “noise” level
 Geographic selectivity
 Broad, diverse market
Internet
Advantages
 Fast growing
 Ability to reach narrow
target audience
 Short lead time
 Moderate cost
Disadvantages
 Difficult to measure
ad effectiveness and
ROI
 Ad exposure relies on
“click through”
 Not all consumers
have access to
internet
Media Scheduling
Continuous Media Schedule
Flighted Media Schedule
Pulsing Media Schedule
Types of
Media Schedules
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.
“ORBIT WHITE”
“OLPERS RAMZAN”
“SONY CYBERSHOT”