Scientific advertising may be defined as properly planned advertising based on a serious deliberation of all factors that have a bearing

on its success.

It involves, The development of a clear idea of the problem to be solved. The recognition of the alternatives to the solution of the problem. The collection of all data that would help in selecting a particular alternative.

1. 2. 3. 4.

Preliminary investigation Budgeting and media planning Execution of the advertising programme Testing of the result

Preliminary investigation involves collection of information. I. Market identification II. Product analysis III. Consumer research or motivation research

Budgeting refers to the appropriation for advertising. In scientific advertising, the appropriation for advertising must be determined with the reference to the clearly laid down objectives and targets of the advertising program. Media planning refers to the selection of the media of advertising.

In scientific advertising, the actual execution of the advertising programme should be in accordance with the advertising plan formulated on the basis of research and investigation.

Testing of result refers to the evaluation of the performance of the advertising programme in the light of advertising plan. It indicates to the number of people to whom the advertisement had reached and how it was received by them. The result known can be put to use in formulating future advertising programmes.

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