Below is a complete, exam-oriented, well-structured answer on Building an Advertising Program, written in simple language, with headings, steps, examples, case study, merits and limitations—perfect for B.Com / BBA / MBA / Advertising Management.
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Building an Advertising Program
Meaning of Building an Advertising Program
Building an advertising program refers to the systematic development of a complete advertising strategy starting from setting objectives to evaluating results. It involves planning, implementing, monitoring, and controlling advertising activities to achieve marketing goals.
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Definition
An advertising program is a planned series of advertising activities designed to communicate a specific message to a target audience through suitable media within a specified budget and time period.
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Objectives of an Advertising Program
1. Create awareness about products or services
2. Build brand image and reputation
3. Increase sales and market share
4. Inform and educate customers
5. Persuade customers to prefer a brand
6. Support personal selling and sales promotion
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Steps in Building an Advertising Program
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1. Setting Advertising Objectives
Objectives define what the advertisement should accomplish.
Types of Objectives
Informative – Introducing new products
Persuasive – Encouraging brand switching
Reminder – Maintaining brand recall
Example
Launching a new mobile app → Informative objective
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2. Defining Target Audience
Identify who will receive the advertising message.
Factors
Demographics (age, income, gender)
Psychographics (lifestyle, interests)
Geographic location
Example
Luxury cars → High-income group
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3. Determining Advertising Budget
Budget allocation affects reach, frequency, and creative quality.
Methods
Percentage of sales
Competitive parity
Objective and task
Affordable method
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4. Designing the Advertising Message
Message design involves what to say and how to say it.
Elements
Headline
Body copy
Visuals
Slogan
Call to action
Advertising Appeals
Emotional
Rational
Moral
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5. Selection of Advertising Media
Choosing the best media mix to reach the target audience.
Types of Media
Print media
Electronic media
Digital media
Outdoor media
Media Selection Criteria
Reach
Frequency
Cost
Target audience coverage
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6. Scheduling of Advertisement
Scheduling decides when and how often ads will appear.
Types
Continuous
Seasonal
Pulsing
Example
Air conditioner ads during summer
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7. Organizing and Executing the Program
This includes:
Coordinating with advertising agencies
Producing advertisements
Releasing ads as per schedule
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8. Monitoring and Controlling Advertising Activities
Ensure ads are delivered as planned.
Control Methods
Budget control
Media monitoring
Time scheduling control
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9. Evaluation of Advertising Program
Evaluation measures effectiveness and efficiency.
Evaluation Techniques
Sales response analysis
Brand recall test
Consumer surveys
Website traffic analysis
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Importance of Building an Advertising Program
1. Provides clear direction
2. Ensures effective use of resources
3. Enhances brand communication
4. Improves coordination among departments
5. Increases return on advertising investment
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Limitations of Advertising Program
1. High cost involved
2. Difficult to measure exact impact
3. Consumer resistance to ads
4. Media clutter
5. Rapid changes in consumer behavior
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Case Study: Coca-Cola Advertising Program
Coca-Cola builds its advertising program by:
Targeting youth and families
Using emotional appeal
Selecting TV, social media, and outdoor media
Running seasonal campaigns (festivals, summers)
Result:
Strong global brand recognition and loyalty.
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Difference: Advertising Planning vs Advertising Program
Basis Advertising Planning Advertising Program
Meaning Blueprint Execution of plan
Scope Strategic Operational
Focus Decision-making Implementation
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Conclusion
Building an advertising program is a continuous and strategic process that involves objective setting, budgeting, message creation, media selection, execution, control, and evaluation. A well-designed advertising program helps organizations achieve marketing success and long-term brand growth.
