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.

Sales: Disney's desire to drive revenue from movie ticket sales and DVD sales

Princesses and Parents: The most likely consumers of Princess and the Frog tickets, DVDs and merchandise are young girls and their parents.

$1,000,000: Disney estimates that it will spend one million dollars developing the ad and buying air time.

Humor: To capture both kids and parents, Disney creative utilize a humor appeal. "Find out what really happens after the princess kisses the Frog."

Television: To reach its target audience, Disney will run a television ad on the Disney Channel.

Pulse: To maximize exposure, television ads ran frequently right before the movie hit theaters and then stopped.

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:

1. Identifying the target audience = princesses and parents

2. Specifying the advertising objectives = ?

3. Setting the advertising budget =

4. Designing the advertisement =

5. Selecting the right media =

6. Scheduling the advertising =