Developing the Advertising Program

This activity is important because marketing managers follow the steps in the promotional process as they manage their advertising activities. For an advertising campaign to be successful, a significant amount of time and effort must be allocated to the development stage of the process.

The goal of this activity is to help you better identify and understand the steps involved in developing an advertising program.

Read the case below and answer the questions that follow.

To promote the latest movie in the Toy Story movie series, Pixar had to develop a creative advertising campaign that would capture its target markets attention and give the audience a reason to see the movie in theaters. Pixars advertising objective was to create excitement and anticipation about the movie among its target audience, which included children ages 212 and their parents. Pixars key strengths include its world-famous brand and reputation for creating entertaining, wholesome movies such as Cars and Monsters Inc. As part of its integrated advertising campaign and with the company's multimillion advertising budget, Pixar advertising executives designed a movie trailer television commercial which originally aired on the Disney Channel and the major networks two years before the movies release. The movie trailer provides a humorous glimpse into Woody, Buzz, and the crews road trip adventure as they try to save their new friend Forky.

Read each item and associated hint pertaining to Pixar's Toy Story advertising campaign, then drag each item to the appropriate step in the advertising development process.

Multimillion Kids and parents Television Sales Pulse Humor Identifying the Target Audience Specifying the Advertising Objectives Setting the Advertising Budget Designing the Advertisement Selecting the Right Media Scheduling the Advertising