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Insights into evaluating new advertising campaigns by focusing on five fundamental points: a strong single basic idea, natural growth, appeal to self-interest, custom-made approach, and adherence to the main selling idea. Additionally, it discusses executing advertising for maximum customer response.
Typology: Exercises
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Lesson 34 ADVERTISING Introduction This lecture emphasizes on evaluation of advertising campaign before it is launched. Some basic considerations are discussed, which if followed, give you a decent level of confidence about the effectiveness of your campaign. Having been done with developing advertising , the lecture also addresses fundamentals of executing advertising. Evaluating new advertising campaign This evaluation does not mean assessing the impact of a campaign. It is pre-launch evaluation on the basis of five fundamental points: A strong single basic idea: A good campaign revolves around a strong single idea. This single idea is a reflection of brand’s positioning. Brand’s positioning rests on one strong benefit, you will recall! You have to ensure that good advertising contains a single idea and is not simply a listing of the virtues of the product. Selling idea can be based on the following factors when you plan development and execution of advertising:
Bibliography:
1. Roger J. Best: “Market-Based Management – Strategies for Growing Customer Value and Profitability”; Prentice Hall (304-309) Suggested readings: 2. Roger J. Best: “Market-Based Management – Strategies for Growing Customer Value and Profitability”; Prentice Hall (302-322)