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 exercise 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 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 $1 million 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 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.
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 exercise 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 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 $1 million 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 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.
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