Advertising Process

THE ADVERTISING PROCESS

1. DEFINE THE TARGET AUDIENCE: They have to choose which audience their product is intended to, they can explain market segmentation to support their decision. Young people who study or work and are in an age range of 15 years and up, which want a good product from coffee in a nice place and the right price.

DESCRIPTION OF MARKET SEGMENTATION

Demographic

Income From $125 and up.

Age 15 years and up.

Gender Female and Male.

Life Cycle

Family Young single persons, accompanied or with own family.

Social Class Lower-Class, Middle-Class, Upper-Class.

Education

1° University Students.

2° High School Students.

Ethnic Origin Hispanic

Psycographic

Personality Outgoing, friendly.

Life Style Interests: Modern, Like music, like take a cup of coffee, be relax.

2. SET OBJECTIVES: They must stablish sales and nonsales objectives and explain which ad they are planning to create based on the stage of the life cycle of the product.

The product line of breakfast is which we will use to establish the objectives of the company Coffee Break some of them are:

 Advertising will be oriented to give to know where they are located and different types of products that they offer specially breakfasts, our ad will be oriented to Informative advertisements.

 By advertising campaign is waited an increase in sales.

 To attract potential new customers.

 To realize focus group to know the opinions of people brings about the product that they offer.

3. SET THE ADVERTISING BUDGET: They must select a method to explain how much money they will use and how they will allocate it.

After an organization's advertising objectives are set, the next step is to construct an advertising budget. Such budgets, typically prepared annually, are part of the overall promotion budget and are designed to further corporate strategy.

Several methods are used to construct these budgets, for example:

 PERCENTAGE OF SALES: One of the most common methods of setting the advertising budget is to forecast sales for the coming year and make the advertising budget equal to some percentage of that figure.

 COMPETITIVE PARITY: Some companies choose the competitive parity approach to budget setting, typically used when firms wish to equalize the impact of advertising so that they can compete on some other marketing mix variable, such as price or distribution.

 ALL YOU CAN AFFORD: Another common budgeting approach is to set the advertising budget as high as possible.

 OBJECTIVE AND TASK: Under an objective and task approach, marketers establish advertising objectives and then calculate the costs of the methods selected to achieve these goals to arrive at a budget.

ADVERTISING BUDGET

STAFF $600,00

Manager $275,00

Coordinator $125,00

Consultant for the evaluation $200,00

OPERATING COSTS $1.050,00

Airtime on TV $480,00

Airtime on the radio $312,00

Printing Costs $200,00

Transportation expenses $58,00

TOTAL $1.650,00

4. CREATE AN ADVERTISING MESSAGE: They must explain which kind of strategy and execution they are going to use to transmit the message.

In general the copyrights and art directors for a client, creative personnel must first develop a creative strategy for advertising and then must devise creative executions that implement the overall strategy.

The creation of our advertising message is based on understanding how the consumer or the client will react to advertising messages. The approach has our advertising message are the physical attributes.

Physical attributes, in addition to its main function, product or service offered by some inherent benefits or physical attributes. Who does not feel like relaxing in a cafe? Who would not like to have breakfast in a quiet place? Who would not like to take their time?

 CREATIVE EXECUTION: Like the creative strategy involves deciding what message is going to say, devices creative execution how they say, in the case of advertising for coffee breaks, his message "take your time" suggests that you should always relax and otherwise I do this in their establishment, relaxed, quiet, tidy, clean and friendly.

 EFFECTIVE ADVERTISING REQUIREMENTS: Whatever strategy is chosen and all execution used in advertising achieve its purpose only if it meets three basic requirements. You should attract attention, to be understood, and must demonstrate a solution. Advertising coffee break is notable for being different, addressed to a particular audience, it is understood as another way to take your time savoring its products, and solve the problem which was released a new place to share, eat and have fun.

5. SELECT MEDIA A VEHICLES: They will explain which media and vehicles they will use, including the media decision determinants. They must develop 3 ads: TV is obligatory and all students of the group must appear, they choose the other 2 from the different media and vehicles studied in class.

Media planners are familiar with the characteristic of the various media (such as numbers of readers or viewers) and the cost of each. They must decide on a media mix within the allocated budget.

 Network television.

 Radio

 Outdoor billboard (painted bulletin)

MEDIA DECISION DETERMINANTS

In addition to statistical bases for determining media and vehicle choice, media planners and buyers consider a number of more qualitative factors.

Among these are target audience, product characteristics, the competition, massage constraints, and budget constraints.

 TARGET AUDIENCE: mainly focused on young people.

 THE COMPETITION: competition uses different media to advertise for example billboards, newspaper and social networks.

 BUDGET CONSTRAINTS: because only enters a few thousand dollars a year we can not make a bigger advertising campaign.

6. SCHEDULE THE ADVERTISING PROGRAM: They have to establish the time and space they will present the ads through the media chosen.

There are two ways to make schedules for advertising.

 THE FIRST ONE IS CONTINUITY: Basically is applied evenly over the weeks and months of the years.

 THE SECOND ONE IS PULSING: Which has a significant impact during certain stage of the life cycle.

In the case of Coffee Break pulsing will be implemented because it is in the introduction stage of the life cycle.

MEDIUM

JAN

FEB

MAR

APR

MAY

JUNE

JULY

AUG

SEPT

OCT

NOV

DEC

NETWORK TELEVISION

(2, 50-SECOND COMMERCIALS PER WEEK

RADIO

(2, 50- SECOND COMMERCIALS PER WEEK)

OUTDOOR BILLBOARD

(1, 500 PAGES)

7. EVALUATE THE ADVERTISING EFFECTIVENESS: They have to explain how they will pre-test and post-test the effectiveness of the ads.

We believe in the power of advertising. Advertising has the power to persuade, the power to influence the mind and shape destiny. It has the power to change markets and improve profit margins. Advertising has short-term power (conveying new information, building awareness, enhancing credibility, etc.) and long-term power (conveying brand image, attaching emotional values to the brand, building positive reputation, etc.).

The great power of advertising is seldom achieved in practice, but we can’t give up. The potential and the promise are too great. The companies that master the creative guidance and the testing systems to consistently develop and deploy great advertising will own the future and the fortunes that go with it. Great advertising is a cloak of invincibility.

 PRETESTING

Minimize the risk of damaging your Brand.

Pre-testing minimises the risk of damaging your brand by ensuring that your advertising will be noticed by your target market, enhance perceptions of the brand, communicate the right brand values and strengthen the connection consumers have with your brand.

Understand, in detail, exactly how your ad is (or is not) working.

Advertising pre-test reveals the individual’s reactions to the creative, the ideas communicated in the ad and their significance. It will highlight the effect of the advertising on the way people feel about the brand, which we know is strongly linked to purchase intention.

It measures both implicit and explicit communication. It will predict the ad’s effectiveness, provide rich diagnostic information about the ad’s strengths and weaknesses and give clear direction to help you make a great ad that will build a successful Brand.

 POSTTESTING

Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.

Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued. The two types of campaign post-testing that have achieved the greatest use among major advertisers include continuous tracking, in which changes in advertising spending are correlated with changes in brand awareness, and longitudinal studies, in which the same group of respondents are tracked over time.

With the longitudinal approach, it is possible to go beyond brand awareness, and to isolate the campaign's impact on specific behavioral and perceptual dimensions, and to isolate campaign impact by media.

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