• advertising • Is paid form of non

personal presentation
• For the promotion of ideas,
goods and services
• For general public
• By an identified sponsor
Advertising Decisions
Objective setting

Budget decision

Message decision

Media decision

Advertising evaluation
Advertising decisions
Objective setting • Advertising objectives can be
Inform
Budget decision To introduce new product category
Message Persuade
Persuade customers for the
decision selective demand for a brand that
offers best quality
Media decision Remind
Advertising Used for reminding about product
to keep customers thinking
evaluation about the product in offseason.
Advertising decision
The amount set aside from total
budget of the company for
Objective setting advertisement expense
Budget decision
Message • Affordable method: spending as
decision much as we can afford.
Media decision • Percentage of sales method:
predetermined percentage of the
Advertising last years sale.
evaluation • Competitive parity method:
spending same as competitor
spends.
• Objective and task method:
objective and task that need to be
accomplished
Advertising decision
Analysis of audience
Objective setting
Budget decision Message contents
Message
decision
Media decision Creative concept
Advertising
evaluation Message execution
Creative concept
The big idea that will bring
the advertising strategy to
life in a distinctive and
memorable way
 Execution style
Personalit Testimoni
Slice of Life Mood or Technical Scientific
Fantasy Musical y symbol al
life style image expertise evidence
evidence
It How a Creates Build One or Any Compan Scientific Highly
shows produ a mood or more character ys evidence believabl
typical ct fits fantasy image people represent expertise that the e source
people in Around around or ing the in product is providing
using with a the the cartoo product producin better the
the partic produc product ns g the than than product
produc ular t or its such as singing product other
t in life use beauty about brands
normal style the
setting produc
t
 • Media types
Advertising
• Selecting media vehicle
decision • Deciding on Reach(number of
Objective setting target persons who look at the
Budget decision add)
Message decision • Richness(how much amount of
Media decision information to be advertised)
Advertising • Deciding frequency(after how
evaluation many times add is repeated)
• Deciding on timing (after what
interval of time add is
repeated)
 Advertising • Measuring communication
effect
decision indicate whether the
Objective setting add or media are
Budget decision communicating the
Message message well &should be
decision tested before or after the
Media decision add runs.
Advertising • Measuring sales effect
evaluation compare past sales and
profit with past
expenditure
This is how advertising
decision take place