Royal University of Phnom Penh
Institute of Foreign Languages
CM.4.2
Group.05 Member
CHAN Rachna
KANG Puthea
KEANG Mengleang
LAO Seavpheng
NOV Sokchamroeun
SENG Kruy
CONCLUSION
9 PRINCEPLES ASSESSING
EFFECTIVES ADS
ADVERTISING PLAN & STRATEGY
FIVE TYPES OF MESSAGES
TYPES OF ADVERTISING
THE OBJECTIVES OF ADVERTISING
ADVERTISING OVERVIEW
Advertising is a form of communication that
typically attempts to persuade potential
customers to purchase or to consume more of
a particular brand of product or service and it
sets the paid form of non –personal
presentation and promotion of ideas, goods
by an identifies sponsor.
Flow of information is not only enough
1st time users of the product
1st time user of the Brand
Regular user of the Brand
Launch a New Brand
Informing
Influencing
Reminding and increasing salience
Adding value
Innovation
Improving quality
Altering consumer perception
Assisting other company efforts
Comparative Advertising
Informative Advertising
Persuasive Advertising
Remainder Advertising
Reinforcement Advertising
Humor
Sex appeals
Subliminal message
Appeals to fear
Appeals to guilt
Advertising Strategy
•Setting Objectives
•Formulating budgets
•Creating Ad Messages
•Selecting Ad Media and Vehicles
Strategy Implementation
Assessing Ad Effectiveness
Specify the Key Fact
State the Primary Problem
State the Communications Objective
Implement the Creative Message Strategy
Define the Target Market
Identify the Primary Competition
Choose the positioning Statement
Offer reason why
Establish Mandatory Requirements
1.
2.
3.
4.
Relevant to the advertising objectives
Requires agreement about how the results
will be used in advance of each specific test
Multiple measurements
A model of human response to
communications
5.
6.
7.
8.
9.
Whether the advertising stimulus should be
exposed more than once
Alternative executions be tested in the same
degree of finish
Provides controls to avoid the bias normally
found in the exposure context
Basic considerations of sample definition
Demonstrate reliability and validity
It must extend from sound marketing strategy
Effective advertising must take the consumer’s
view
Good advertising should never promise more
than it can deliver
Good advertising prevents the creative idea
from overwhelming the strategy
Terence A. Shimp. (2007). Advertising, Promotion, and Other
Aspects of Integrated Marketing Communication.(7th ed)
For photo
http://www.squidoo.com/Office-Humor
Thank you
for
your attention and participation
