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Learn about Advertising! visit www.buddingmarkets.com for more information!

Learn about Advertising! visit www.buddingmarkets.com for more information!

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    Advertising Advertising Presentation Transcript

    • ADVERTISING Prof. Sameer Mathur, Ph.D.
    • Agenda What is Advertising Marketing Communications Mix Major Advertising Decisions
    • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow
    • Advertising
    • Part of Marketing Communications Mix • Advertising: – Any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Sales promotion: – Short-term incentives to encourage purchase or sale of a product or service. • Public relations: – Building good relations and corporate image with the company’s publics using publicity, and handling unfavorable events. • Personal selling: – Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. • Direct marketing: – Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships.
    • Advertising Modern annual ad spending tops $245 billion in the U.S., $488 billion worldwide.
    • Canadian Advertising Expenditures by Medium (2007)
    • Major Advertising Decisions
    • Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns • Advertising objectives can be classified by primary purpose: – Inform • Introducing new products – Persuade • Becomes more important as competition increases • Comparative advertising – Remind • Most important for mature products Key Decisions Advertising
    • Comparative Advertising
    • Kleenex is a well-known brand. The purpose of this ad is to remind the consumer.
    • Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns • Factors – Stage in the PLC – Market share – Level of competition – Ad clutter – Degree of brand differentiation Key Decisions
    • Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns • Creative challenges – Advertising clutter – TiVo and DVR • Creating ad messages – Message strategy – Message execution Key Decisions
    • Creative Execution Styles Advertising • Slice of Life • Lifestyle • Fantasy • Mood or Image • Musical • Personality Symbol • Technical Expertise • Scientific Evidence • Testimonial Evidence or Endorsement
    • A Fantasy, Slice of Life Execution Style
    • Celebrity Spokesperson
    • Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns • Select advertising media – Decide on level of reach, frequency and impact – Choose among the major media types by considering: • Consumer media habits, nature of the product, types of messages, and costs Key Decisions
    • Major Media Types • Newspapers • Television • Direct Mail • Radio • Magazines • Yellow Pages • Internet • Outdoor • Consumer Generated Media
    • What media types make sense for KitKat, Bose? Media Selection
    • Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns • Measuring communications effect – Copy testing • Measuring sales effect – Compare past sales with past advertising expenditures – Experiments Key Decisions
    • Evaluating Advertising
    • Evaluating Advertising L.L. Bean is evaluating the different elements of the marketing mix to determine which led to this website visit
    • Setting Objectives Setting the Budget Developing Advertising Strategy Evaluating Ad Campaigns Summary: Advertising Decisions
    • Summary: Advertising
    • Summary What is Advertising Marketing Communications Mix Major Advertising Decisions
    • Over 600,000 views from more than 100 countries http://www.BuddingMarkets.com/ Sameer Mathur BuddingMarkets .com http://www.facebook.com/BuddingMarkets/
    • Read this book “This book is the bible of Marketing” Prof. Sameer Mathur