Developing the Advertising Program

The following exercise will help you better identify and understand how to develop and implement an advertising
program.

Advertising is any paid form of nonpersonal communication about an organization, a product, or service by an
identified sponsor. The promotion decision process represents a set of steps a marketer goes through to develop
an advertising program.

The steps of the advertising planning process correspond with the three steps of the promotional decision
process: developing, executing, and evaluating the advertising program. Eight tasks must be completed in the
first development stage alone.

Read the case below and complete the activity as instructed.

To promote its princess movie, The Princess and the Frog, Disney had to develop a creative advertising campaign
that would capture its target market’s attention and give the audience a reason to see the movie in theaters.
Disney’s advertising objective was to create excitement and anticipation about the movie among its target
audience of little girls ages 2-12 and their parents. One of Disney's key strengths is its world famous brand and
reputation for creating entertaining, wholesome princess movies such as Cinderella, Beauty and the Beast, and
Aladdin. As part of its integrated advertising campaign and with the company's $1million advertising budget,
Disney advertising executives designed a movie trailer television commercial which originally aired during the
Wizards of Waverly Place television program on the Disney Channel in May of 2009 and ran intensely until the
Holiday 2009 release. The movie trailer provides a humorous look at what might have really happened to the
heroine, Princess Tiana, after she kisses the frog, Prince Naveen.

Read the items pertaining to Disney’s Princess and the Frog advertising campaign. Drag each item to the
appropriate step in the development process.

Question: Match sales, princesses and parents, $1,000,000, humor, television and pulse to the correct process
down below. (ie identifying the target audience)

1. Identifying the target audience ---> 2. Specifying the advertising objectives ---> 3. Setting the advertising
budget ---> 4. Designing the advertisement ---> 5. Selecting the right media ---> 6. Scheduling the advertising

Example:

The target consumers are kids (princesses and parents)

The advertising objective is to drive revenue for sales of movie tickets and DVDs for home use. The advertising
objective is actually derived form the marketing objective found in the marketing strategy. Here the advertising
objective is to create awareness and encourage audience to watch the movie

The advertising budget is set according to the desired objective and the level of exposure needed

The advertisement designing consists of several steps. This is called the creative strategy. This includes designing

1. What to say – the ad copy

2. The appeal- rational ,emotional etc
3. The execution style- straight sell, testimonial, slice of life etc

Then the right media is selected according to the target audience and the level of impact required

Then the ads are scheduled so that the impact is given at the right time

1. Identifying the target audience = princesses and parents

2. Specifying the advertising objectives = drive revenue from movie ticket sales and DVD sales

3. Setting the advertising budget =$1,000,000 – for developing the ad and buying air time.

4. Designing the advertisement - humour appeal. "Find out what really happens after the princess kisses the
Frog."

5. Selecting the right media = Television- television ads on the Disney Channel.

6. Scheduling the advertising = frequent TV ads right before the movie hit theatres and then stopped.

1.Answer – Descriptive Statistics, Inferential Statistics

Descriptive Statistics – used to summarize and organise data

Inferential Statistics – helps uis to study samples from a population and make generalizations about the
population

2.Answer -population

When choosing a sample form the population it is essential to retain the essential characteristics of population
(the target population under study).Because samples represent only part of the population the predictions about
populations based on such samples are affected by uncertainty. If essential characteristics are not retained then
the there may too much variations in predictions. The sample should be representative of the population under
study and should retain the essential characteristics

3.Answer - sampling bias

Sampling bias causes some members of the population to have lesser chance of being chosen for the sample.
The sample so chosen may not be a true representation of the population. This happens with non-random
sampling

4.Answer -stratified sampling

In stratified sampling the population is first grouped into sets of homogenous groups using an inherent
characteristic common to the members of .each group. Then from each group a random sample is selected for
study.

a small sample is taken from each group and studied. The sample sizes are according to the number of members
in each group. This helps in propionate representation of the groups sin the study

5.Answer -Simple random sample

Simple random sample is one in which all the members of a population have the same chance of being selected

6. Answer -systematic random sampling

Systematic sampling or Nth name selection technique. Her after calculating the sample size, every nth person is
chosen for study

7. Answer -Cluster sampling

Cluster sampling - here the population is divided into several groups -clusters(heterogeneous) and then some of
those groups are studied. All members of each group are studied

8. Answer -Purposive sampling

Purposive sampling –it is a non-probability sampling technique. Sample is selected based on

 selected characteristics of a population

 Objective of the study.

Here population affected by particular character is chosen and studied. There are many type

The example given in the question is Maximum variation / heterogeneous purposive sample - Studying a
diverse range of cases relevant to a particular phenomenon (physician)