ADVERTISING STRATEGY

 

ADVERTISING STRATEGY

CONTENTS

Page:

     ADVERTISING STRATEGY

1

~ ..ADVERTISING STRATEGY

~ ...... Advertising Purpose

~ ...... Advertising power

2

~ ...... Defining advertising goals

~ ...... Major advertising decisions

3

~ .... ADVERTISING BUDGET DECISIONS

~ ...... Static methods for budgets

~ ...... i. "Affordable" method

~ ...... ii. Percentage-of-sales method

~ ...... iii. Competitive-parity method

4

~ .... HISTORIC MARKETING COSTS & MARGINS

~ ...... SALES COSTS

~ ...... DISTRIBUTION & HANDLING COSTS

~ ...... ADVERTISING COSTS

~ ...... AFTER-SALES COSTS

~ ...... TOTAL MARKETING COSTS

5

~ .... HISTORIC MARKETING COST RATIOS & MARGINS

~ ...... PROFIT RATIOS

~ ...... MARKETING RATIO

~ ...... MARKETING OPERATIONAL RATIOS

~ ...... MARKETING COSTS

6

~ .... MARKETING COSTS FORECAST

~ ...... SALES COSTS FORECAST

~ ...... DISTRIBUTION & HANDLING COSTS FORECAST

~ ...... ADVERTISING COSTS FORECAST

~ ...... AFTER-SALES COSTS FORECAST

~ ...... TOTAL MARKETING COSTS FORECAST

7

~ .... MARKETING MARGINS & RATIOS FORECAST

~ ...... PROFIT RATIOS FORECAST

~ ...... MARKETING RATIOS FORECAST

~ ...... MARKETING OPERATIONAL RATIOS FORECAST

~ ...... MARKETING FACTORS FORECAST

8

~ ...... iv. Objective-and-task method

~ ...... Dynamic models for Budgets

~ ...... i. Sales-response & decay models

9

~ ...... ii. Communication Stage models

~ ...... iii. Adaptive-control models

10

~ ...... iv. Competitive Share models

11

~ ............ ADVERTISING STRATEGY APPRAISAL

~ ~ ...... Advertising Budget Setting Procedures

~ ~ ...... Advertising Goal & Target Formulation

~ ~ ...... Advertising Competitiveness

~ ~ ...... Advertising Objectives & Tasks

~ ~ ...... Dynamic Advertising Planning

~ ~ ............ Operations

12

~ ~ ............ Markets & Trade Cell

13

~ ~ ............ Products

14

~ ~ ............ Competitors

15

~ ............ ADVERTISING COSTS

~ ~ ...... Mail & Direct Mail Advertising

~ ~ ...... Media Advertising

~ ~ ...... Advertising Materials

~ ~ ...... Merchandising / POS

~ ~ ...... Publicity : P.R. : Exhibitions

~ ~ ............ Operations

16

~ ~ ............ Markets & Trade Cell

17

~ ~ ............ Products

18

~ ~ ............ Competitors

19

~ .... ADVERTISING MESSAGE GENERATION

~ ...... Message generation

~ ...... Message Evaluation & Selection

~ ...... Message Execution

~ ...... Creating Advertisements

21

~ ............ ADVERTISING MESSAGE

~ ~ ...... Message Generation Efficiency

~ ~ ...... Message Evaluation

~ ~ ...... Message Execution: Structure

~ ~ ...... Message Execution: Development

~ ~ ...... Message Creativity

~ ~ ............ Operations

22

~ ~ ............ Markets & Trade Cell

23

~ ~ ............ Products

24

~ ~ ............ Competitors

25

~ .... ADVERTISING TIMING

~ ...... Macro-scheduling problem

26

~ ...... Micro-scheduling problem

27

~ ............ ADVERTISING MONITORING

~ ~ ...... Ad. Agency: Monitoring

~ ~ ...... Ad. Agency: Research Techniques

~ ~ ...... In-House: Ad Agency Monitoring

~ ~ ...... In-House: Advertising Monitoring

~ ~ ...... In-House: Advertising Research Techniques

~ ~ ............ Operations

28

~ ~ ............ Markets & Trade Cell

29

~ ~ ............ Products

30

~ ~ ............ Competitors

31

~ .... ADVERTISING EFFECTIVENESS

~ ...... Communication Effect Research

~ ...... i. Direct ratings

~ ...... ii. Portfolio tests

~ ...... iii. Laboratory tests

~ ...... iv. Recall tests

~ ...... v. Recognition tests

32

~ ...... PORTFOLIO TEST RATING

~ ...... Sales Effect Research

33

~ ............ ADVERTISING RATING

~ ~ ...... Attention Strengths

~ ~ ...... Read-Through Strengths

~ ~ ...... Cognitive Strengths

~ ~ ...... Affective Strengths

~ ~ ...... Behavioral Strengths

~ ~ ............ Operations

34

~ ~ ............ Markets & Trade Cell

35

~ ~ ............ Products

36

~ ~ ............ Competitors

37

~ .... ADVERTISING COMMUNICATION

38

~ .... PERSUASION PROCESSES

~ ...... RHETORICAL MODEL

~ ...... PROPAGANDA MODEL

~ ...... NEGOTIATION MODEL

39

~ .... COMMUNICATION DECISIONS

~ ...... The Communications Model

~ ...... Audience

~ ...... i. Audience response models

40

~ ...... ii. Audience characteristics

41

~ ............ AUDIENCE & CHANNEL RATING

~ ~ ...... Audience Response Rating

~ ~ ...... Audience Characteristic Recognition Rating

~ ~ ...... Audience Image Recognition Rating

~ ~ ...... Channel Personal Influence Rating

~ ~ ...... Channel Non-Personal Influence Rating

~ ~ ............ Operations

42

~ ~ ............ Markets & Trade Cell

43

~ ~ ............ Products

44

~ ~ ............ Competitors

45

~ ...... iii. Audience image

~ ...... Channels

46

~ ...... i. Personal Channels

47

~ ...... ii. Non-Personal Channels

~ ...... Message

~ ...... i. Message function

~ ...... ii. Message Effects

49

~ ...... iii. Message structure

50

~ ...... Communicator

~ ...... i. Source credibility

~ ...... ii. Source incongruity

51

~ ............ ADVERTISING MESSAGE RATING

~ ~ ...... Message Function Rating

~ ~ ...... Message Structure Rating

~ ~ ...... Source Expertness

~ ~ ...... Source Trustworthiness

~ ~ ...... Source Likability

~ ~ ............ Operations

52

~ ~ ............ Markets & Trade Cell

53

~ ~ ............ Products

54

~ ~ ............ Competitors

55

~ .... HISTORIC FINANCIAL DATA

56

~ .... Historic Balance Sheet

57

~ ~ ...... Historic Costs & Margins

58

~ ~ ........ Historic Financial Ratios & Margins

59

~ ~ .......... Historic Operational Ratios & Margins

60

~ .... Financial forecast notes

61

~ .... ADVERTISING STRATEGY FINANCIAL FORECASTS : Current to 2028

62

~ .... Base Forecast : Best Market Scenario Balance Sheet Forecast

63

~ ...... Base Forecast : Best Market Scenario Operational Costs Forecast

64

~ ........ Base Forecast : Best Market Scenario Financial Ratios

65

~ .......... Base Forecast : Best Market Scenario Operational Margins

66

~ .... Base Forecast : Median Market Scenario Balance Sheet Forecast

67

~ ...... Base Forecast : Median Market Scenario Operational Costs Forecast

68

~ ........ Base Forecast : Median Market Scenario Financial Ratios

69

~ .......... Base Forecast : Median Market Scenario Operational Margins

70

~ .... Base Forecast : Worst Market Scenario Balance Sheet Forecast

71

~ ...... Base Forecast : Worst Market Scenario Operational Costs Forecast

72

~ ........ Base Forecast : Worst Market Scenario Financial Ratios

73

~ .......... Base Forecast : Worst Market Scenario Operational Margins

74

~ .... Marketing Expenditure Balance Sheet Forecast

75

~ ...... Marketing Expenditure Operational Costs Forecast

76

~ ........ Marketing Expenditure Financial Ratios

77

~ .......... Marketing Expenditure Operational Margins

78

~ .... Variable Marketing Cost Objectives Balance Sheet Forecast

79

~ ...... Variable Marketing Cost Objectives Operational Costs Forecast

80

~ ........ Variable Marketing Cost Objectives Financial Ratios

81

~ .......... Variable Marketing Cost Objectives Operational Margins

82

~ .... General Marketing Process Cost Objectives Balance Sheet Forecast

83

~ ...... General Marketing Process Cost Objectives Operational Costs Forecast

84

~ ........ General Marketing Process Cost Objectives Financial Ratios

85

~ .......... General Marketing Process Cost Objectives Operational Margins

86

~ .... Advertising Cost Objectives Balance Sheet Forecast

87

~ ...... Advertising Cost Objectives Operational Costs Forecast

88

~ ........ Advertising Cost Objectives Financial Ratios

89

~ .......... Advertising Cost Objectives Operational Margins

90

~ .... Promotional Expenditure Balance Sheet Forecast

91

~ ...... Promotional Expenditure Operational Costs Forecast

92

~ ........ Promotional Expenditure Financial Ratios

93

~ .......... Promotional Expenditure Operational Margins

95

~ .... Financial data definitions

INDEX



INDEX

Adaptive-control models, 9
Advertising budget, 8
ADVERTISING BUDGET DECISIONS, 3
Advertising Budget Setting Procedures, 11
ADVERTISING COMMUNICATION, 37
Advertising Competitiveness, 11
ADVERTISING COSTS, 4, 15
ADVERTISING COSTS FORECAST, 6
ADVERTISING EFFECTIVENESS, 31
Advertising Goal & Target Formulation, 11
Advertising Materials, 15
ADVERTISING MESSAGE, 21
ADVERTISING MESSAGE GENERATION, 19
ADVERTISING MESSAGE RATING, 51
ADVERTISING MONITORING, 27
Advertising Objectives & Tasks, 11
Advertising power, 1
Advertising Purpose, 1
ADVERTISING RATING, 33
ADVERTISING STRATEGY, 1
ADVERTISING STRATEGY APPRAISAL, 11
ADVERTISING STRATEGY FINANCIAL SCENARIOS FORECASTS, 61
ADVERTISING TIMING, 25
Advocate channels, 45
Ad. Agency: Monitoring, 27
Ad. Agency: Research Techniques, 27
Affective Strengths, 33
"Affordable" method, 3
AFTER-SALES COSTS, 4
AFTER-SALES COSTS FORECAST, 6
AIDA model, 39
Atmospheres, 46
Attention Strengths, 33
Attitudes, 2
Audience, 39
Audience Characteristic Recognition Rating, 41
Audience characteristics, 40
Audience image, 45
Audience Image Recognition Rating, 41
Audience response models, 39
Audience Response Rating, 41
AUDIENCE & CHANNEL RATING, 41
Awareness, 2

Balance Sheet Advertising Cost Objectives, 86
Balance Sheet Base Forecast : Best Market Scenario, 62
Balance Sheet Base Forecast : Median Market Scenario, 66
Balance Sheet Base Forecast : Worst Market Scenario, 70
Balance Sheet General Marketing Process Cost Objectives, 82
Balance Sheet Historic, 56
Balance Sheet Marketing Expenditure, 74
Balance Sheet Promotional Expenditure, 90
Balance Sheet Variable Marketing Cost Objectives, 78
Behavioral Strengths, 33
Believability, 20
Budgeting models, 8
Buyer turnover, 26

Channel Non-Personal Influence Rating, 41
Channel Personal Influence Rating, 41
Channels, 45
Classification of Timing Patterns, 26
Cognitive Strengths, 33
COMMUNICATION DECISIONS, 39
Communication Effect Research, 31
Communication Stage models, 9
Communications Model, 39
Communicator, 50
Competitive Share models, 10
Competitive-parity method, 3
Costs & Margins Historic, 57
Creating Advertisements, 20

Deductive framework, 20
Defining advertising goals, 2
DEMON, 9
Desirability, 20
Direct ratings, 31
Dissonance-attribution response, 39
DISTRIBUTION & HANDLING COSTS, 4
DISTRIBUTION & HANDLING COSTS FORECAST, 6
Dynamic Advertising Planning, 11
Dynamic models for Budgets, 8

Ego satisfaction rewards, 20
Events, 46
Exclusiveness, 20
Expert channels, 45
Expertness, 50
Exposure, 2

Financial data definitions, 95
Financial forecast notes, 60
Financial Ratios Advertising Cost Objectives, 88
Financial Ratios Base Forecast : Best Market Scenario, 64
Financial Ratios Base Forecast : Median Market Scenario, 68
Financial Ratios Base Forecast : Worst Market Scenario, 72
Financial Ratios General Marketing Process Cost Objectives, 84
Financial Ratios Marketing Expenditure, 76
Financial Ratios Promotional Expenditure, 92
Financial Ratios Variable Marketing Cost Objectives, 80
Financial Ratios & Margins Historic, 58
Forgetting rate, 26

Hierarchy-of-effects, 39
HISTORIC FINANCIAL DATA, 55
HISTORIC MARKETING COST RATIOS & MARGINS, 5
HISTORIC MARKETING COSTS & MARGINS, 4

Incidental-to-use experience, 20
Innovation-adoption, 39
In-House: Ad Agency Monitoring, 27
In-House: Advertising Monitoring, 27
In-House: Advertising Research Techniques, 27

Laboratory tests, 31
Learning response, 39
Likability, 50
Low-involvement response, 40

Macro-scheduling problem, 25
Mail & Direct Mail Advertising, 15
Major advertising decisions, 2
MARKETING COSTS, 5
MARKETING COSTS FORECAST, 6
MARKETING FACTORS FORECAST, 7
MARKETING MARGINS & RATIOS FORECAST, 7
MARKETING OPERATIONAL RATIOS, 5
MARKETING OPERATIONAL RATIOS FORECAST, 7
MARKETING RATIO, 5
MARKETING RATIOS FORECAST, 7
Mass and selective media, 46
Media Advertising, 15
Merchandising / POS, 15
Message, 47
Message Creativity, 21
Message design, 47
Message Effects, 47
Message Evaluation, 21
Message Execution, 20
Message Execution: Development, 21
Message Execution: Structure, 21
Message function, 47
Message Function Rating, 51
Message generation, 19
Message Generation Efficiency, 21
Message structure, 49
Message Structure Rating, 51
Message Evaluation & Selection, 20
Micro-scheduling problem, 26

NEGOTIATION MODEL, 38
Non-Personal Channels, 47

Objective-and-task method, 8
One or Two sided arguments, 49
Operational Costs Advertising Cost Objectives, 87
Operational Costs Base Forecast : Best Market Scenario, 63
Operational Costs Base Forecast : Median Market, 67
Operational Costs Base Forecast : Worst Market, 71
Operational Costs General Marketing Process Costs, 83
Operational Costs Marketing Expenditure, 75
Operational Costs Promotional Expenditure, 91
Operational Costs Variable Marketing Cost Objective, 79
Operational Margins Advertising Cost Objectives, 89
Operational Margins Base Forecast : Best Market, 65
Operational Margins Base Forecast : Median Market, 69
Operational Margins Base Forecast : Worst Market, 73
Operational Margins General Marketing Process Cost, 85
Operational Margins Marketing Expenditure, 77
Operational Margins Promotional Expenditure, 93
Operational Margins Variable Marketing Cost Objectives, 81
Operational Ratios & Margins Historic, 59
Opinion followers, 47
Opinion leadership, 47
Opinion seeking, 47
Order of presentation, 49

Percentage-of-sales method, 3
Personal Channels, 46
PERSUASION PROCESSES, 38
PORTFOLIO TEST RATING, 32
Portfolio tests, 31
Product positioning theory, 19
Product-in-use experience, 20
PROFIT RATIOS, 5
PROFIT RATIOS FORECAST, 7
PROPAGANDA MODEL, 38
Publicity : P.R. : Exhibitions, 15
Purchase frequency, 26

Rational rewards, 20
Read-Through Strengths, 33
Recall tests, 31
Recognition tests, 31
Results-of-use experience, 20
RHETORICAL MODEL, 38

Sales, 2
SALES COSTS, 4
SALES COSTS FORECAST, 6
Sales Effect Research, 32
Sales-decay constant, 8
Sales-response constant, 8
Sales-response & decay models, 8
Saturation level of sales, 8
Selective attention, 47
Selective distortion, 47
Selective retention, 47
Sensory rewards, 20
Social channels, 45
Social rewards, 20
Source credibility, 50
Source Expertness, 51
Source incongruity, 50
Source Likability, 51
Source Trustworthiness, 51
Static methods for budgets, 3

TOTAL MARKETING COSTS, 4
TOTAL MARKETING COSTS FORECAST, 6
Trustworthiness, 50