culs czech university of life science advertising: getting the message across
TRANSCRIPT
CULSCzech University of Life Science
Advertising:
Getting the message across
CULSCzech University of Life Science
The Communication Process
RECEIVER
MESSAGESOURCE
MEDIA
NOISE
NOISE
NOISE
NOISE
PreconceptionsWord of mouthCulture ............
Encoding
Decoding
CULSCzech University of Life Science
Cost of Reaching a Person with each Method of Communication
Degree ofpersonlisation
of message
High
Low
High cost
TV
Press Radio Posters
Specialised press
Direct mail
Telesales
Personal selling
Low cost
CULSCzech University of Life Science
Communication
The Check List for communication should include the following areas:
1. Why do you need to communicate?
2. With whom do you need to communicate?
3. Which forms of communication to use?
4. What factors may hinder communication?
5. How might communications be improved?
6. How can the results of communication be measured?
CULSCzech University of Life Science
Rules of Communication
Who is the target audience?
What’s the message?
Which vehicles?
How to communicate?
Has it worked?
CULSCzech University of Life Science
Creating an Advertisement I
* Decide your objectives OBJECTIVES
For the firm
For the advert
CREATING AN ADVERTISEMENT
For the advertisement. Change opinions, attitudes. Be informative. Bring about conviction, enhance reputation. Change brand preferences. Make the customer try the product/service. Develop curiosity/enquiries
CULSCzech University of Life Science
Advertising II
PREREQUISITES. Clear objectives & policy. Identify advertising budget. Careful market research. Know restrictions/controls
INTEGRATE with. New product development. Sales Departments. Promotions. Packaging & Distribution
* How should it be integrated?
* Pre-requisites
Controls Market Research - voluntary - Market, area, size - statutory - Consumer characteristics - Behavioural characteristics
New Product DevelopmentStages: - Screening - Business Analysis - Development - Testing - Commercialisation
Budgeting controls:- which media to use- frequency of exposure- sales promotion & merchandising