advertising process

ADVERTISING PROCESS


Attention

Learning

AcceptanceMedia Placements


Advertising Awareness


Brand Awareness


Spontaneous Awareness


Top of Mind Awareness


Need/Want Not Need/Want


Meningkatkan Efektivitas Komunikasi Pemasaran :
1. Analisa program pemasaran sudah tepat (analisa konsumen, kompetisi, trade)
2. Product message sudah tepat (understand, convincing/cluttered, action, research)
3. apakah pemilihan media sudah tepat
4. Apakah media weights sudah optimum



The Planning Process:

Marketing Input – Marketing Situation
Brand Objectives
Source of Business
Brand Strategies


Competitive Analysis - Support Level
Creative Message
Target Audience
Media Tactics



Advertising Objectives- Role the advertising
Tone/ of type message
Message content
Creative requirements

Media Objectives- Target audience
Geography
Scheduling
Communications goals

Media Strategies- Vehicle selection
Flighting pattern
Geograhic allocation
Value added

Plan Detail- flowchart
Budget breakout
Plan vs goal
Buying guidelines


Marketing Situation :
- Growing category
- New Brand
- Emerging forms
- Sales/usage data

Brand Objectives :
- Increase share
- Maintain sales
- Generate trial

Source of business :
- Steal competitive users
- Get current users to use more
- Attract new users

Brand strategies :
- Promotional strategies
- Trade considerations
- pricing