Advertising Management

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Advertising Management

• 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
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(No Transcript)
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CONTENT
CONCLUSION
9 PRINCEPLES ASSESSING EFFECTIVES ADS
ADVERTISING PLAN STRATEGY
FIVE TYPES OF MESSAGES
TYPES OF ADVERTISING
THE OBJECTIVES OF ADVERTISING
ADVERTISING OVERVIEW
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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

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The Objectives of Advertising

• Informing
• Influencing
• Reminding and increasing salience
• Adding value
• Innovation
• Improving quality
• Altering consumer perception
• Assisting other company efforts

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Types of Advertising
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Five Types of Messages
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Five Types of Messages
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Advertising Plans and Strategy

• Advertising Strategy
• Setting Objectives
• Formulating budgets
• Creating Ad Messages
• Selecting Ad Media and Vehicles

Strategy Implementation
Assessing Ad Effectiveness
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Advertising Plans and Strategy

• 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

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9 Principles Assessing Effective Ads

1. Relevant to the advertising objectives
2. Requires agreement about how the results will be
   used in advance of each specific test
3. Multiple measurements
4. A model of human response to communications

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9 Principles Assessing Effective Ads (con.)

1. Whether the advertising stimulus should be
   exposed more than once
2. Alternative executions be tested in the same
   degree of finish
3. Provides controls to avoid the bias normally
   found in the exposure context
4. Basic considerations of sample definition
5. Demonstrate reliability and validity

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Conclusion

• It must extend from sound marketing strategy
• Effective advertising must take the consumers
  view
• Good advertising should never promise more than
  it can deliver
• Good advertising prevents the creative idea from
  overwhelming the strategy

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Question Answer
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Reference

• Terence A. Shimp. (2007). Advertising, Promotion,
  and Other Aspects of Integrated Marketing
  Communication.(7th ed)
• For photo
• http//www.squidoo.com/Office-Humor

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• Thank you
• for
• your attention and participation