Inhalte der angehängten Dateien (automatische Extraktion)
Planning and Evaluation - Advertising.pdfEffectiveness in Advertising - Concept,
Planning and Evaluation
Dr. Volker Janßen
SIMON w KUCHER & PARTNERS
Strategy & Marketing Consultants
Bonn w Cambridge/USA w Munich w Paris w Tokyo w Vienna w Zurich
Bonn Office:
Haydnstrasse 36 D-53115 Bonn
Tel: +49 (0) 228 98 43 113; Fax: +49 (0) 228 98 43 120
E-mail: vjanssen@simon-kucher.com
Bonn: May 2001
http://www.simon-kucher.com
Overview
Advertising Management: State of the Art
A Success Chain in Advertising
Planning of Advertising Decisions
Evaluation of Advertising Success
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 1
-1-
Overview
Advertising Management: State of the Art
A Success Chain in Advertising
Planning of Advertising Decisions
Evaluation of Advertising Success
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 2
-2-
Advertising and Sales
For many companies the link between the advertising budget and sales is still a riddle.
?
Advertising
Sales
Budget
“I know half of the money I
spend on advertsing is wasted, I
just do not know what half it is”
(John Wannamaker)
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 3
-3-
Levels and Influencing Factors of Advertising Success
Monitoring advertising success is one of the most complex challenges in business.
Influencing Factors
Internally Externally
Behavior of Contact Competitive Market
Marketing-related Communication-related
Target Audience Situation Situation Situation
• Communication
• Price of product Objectives
• Communication e.g. habits in e.g. mood of e.g. share of e.g. information
• Product quality media usage target person voice overload
• Distribution of product Strategy
• Advertising Objectives
• Advertising Strategy
Process of
Decision Process
Advertising Effects
Advertising Pre-economic
Contacts Sales
Budget Effects
Monitoring Advertising
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 4
-4-
State of the Art in Advertising Management
Different approaches regarding the optimization of advertising management can be found in the
literature.
Approaches on the success level
• Integration of advertising decisions and effects
Chain of success in Advertising
... ...
Decision Process Advertising Processing Measures
Approaches on the decision level Approaches on the Processing level
• Step-wise models, e.g. the AIDA model
• Decision-based approaches
• Processing models
= Direction of Usage of Research Insights
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 5
-5-
Overview
Advertising Management: State of the Art
A Success Chain in Advertising
Planning of Advertising Decisions
Evaluation of Advertising Success
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 6
-6-
Fundamental Demands on an Advertising Success Chain
Basically there are two fundamental demands on an advertising success chain:
Economic Relevance: All advertising decisions and effects which are part of
the chain have to be important for buying decisions.
Consistency: The structure of the chain has to be consistent, i.e. each
decision and effect level must fit into the appropriate
place in the chain.
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 7
-7-
Advertising Decision Chain
An advertising decision chain comprises strategic and tactical advertising decisions.
Advertising
Budget
Media Strategy Creative Strategy Creative Execution
Strategic Advertising Decision
Media Vehicle Scheduling
Structure of ADs Timing
Selection Insertions
Tactical Advertising Decisions
= Dependance = Useful structuring of advertising decision process
SIMON w KUCHER & PARTNERS (1 SKPUni X001) P 8
-8-
Additional Demands on the Advertising Effects Chain
Since optimizing advertising decisions is the main goal of an advertising controlling system, the
following demands have to be applied to the advertising effects chain:
Controlling Potential for Advertising Decisions:
All advertising effects which are part of the chain have to deliver concrete hints as to what
advertising decisions have to be adapted.
All advertising effects which are part of the chain have to depend heavily on
advertising decisions.
Lesen Sie weiter im PDF
