DEVELOPING ANADVERTISING PROGRAM
Stage in the Product Life Cycle
Advertising Frequency
Product Substitutes
ADVERTISINGELASTICITY
STEPS
MessageGeneration
CreativeDevelopment
SocialResponsibility
Review
Steps Reach, Frequency,
Impact
Media Type
Specific Media Vehicle
Media Timing
Geographical Media
Allocation
MediaSelectio
n
Reach Frequency
Impact
ChoosingMedia Type
Product Placement
Point of Purchase
Evaluation
Cost Per Thousand Impressions
Communication-
Effect Research
Consumer Feedback
Sales-Effect Research