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  1. 1. Role of advertising in marketing strategy of a firm<br />MEGHA GUPTA<br /> SHUBHI JAIN<br />
  2. 2. Boroline.<br />1950- tender face cream .<br />196o – BOROLINE for the skin , skin <br /> needs BOROLINE.<br />1970 – BOROLINE has no substitute.<br />1980- the hard working cream that <br /> protects your skin.<br />1990 -The original, BOROLINE skin <br /> healthy skin. <br />WOW FACTOR!!!! BOROLINE works wonder..<br />NOW--- wake up to a happy skin with BOROLINE<br />
  3. 3. WHAT IS ADVERTISING??<br />Every day when we watch TV or read the newspaper, we come across advertisements. <br />Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.<br />
  4. 4. advertising and Marketing mix<br />Product – Packaging, tastes, color,texture, aroma, style and design<br /> Price- Above the line and below the line advertising. Eg. Micromax -40 crores below the line and 60 crores above the line .<br />
  5. 5. Contd….<br />Place<br />Promotion- on the basis of appeal like fear, <br /> Humor, infomercials, creativity, competitive, offensive ,mobile advertising, internet, Bluetooth, Ambush advertising, film advertising. <br />
  6. 6. repositioning<br />If a brand does not reposition at the right time, it may not get a second chance.<br />Example--- <br />Iodex was almost the unassailable leader for several years in the pain balm market but was forced to reposition itself by Moov, which made rapid strides. <br />Robin Blue had a powder variant before Ujala <br />
  7. 7. segmentation<br />Geographical segmentation<br />Demographic segmatation- <br /> Psychographic segmentation<br />Benefit segmentation<br />
  8. 8. How to tell a lie with advertising<br />Some examples <br />Fairever fairness cream – saffron content to prevent melanin formation. This preposition was not substantiated.<br />HUL SUNSILK FRUITAMINS shampoo – external use of vitamins – could it nourish hairs . Claimed not substantiated.<br />Novartis –brand of disposable lens . These lenses causes no protein build up but protein build up is natural biological phenomenon . Itstarts even if disposable lenses are put.<br />
  9. 9. ease of advertising <br />Interactive advertising.- lays ,pepsiwatsur way-awarded YOUNGISTAN OF THE DAY.<br />Retro advertising – cadbury ,Smith n jones<br />Social advertising- idea goes green, dabur immune india campaign .<br />Ambient advertising<br />Pop advertising<br />Spoof advertising<br />Covert advertising –in film advertising<br />Road block advertising<br />Marketing research<br />
  10. 10. Relationship of advertising with other promotion mix…<br />
  11. 11. Relationship of Advertising with Personal Selling:<br />Advertisement in magazines and newspapers may provide leads and enquiries which salesmen can follow.<br />Salesmen may bring to the attention of his co. Dealers the help they receive in their marketing efforts from advertising.<br />Advertising build up brand preference though helping in making personal selling a lot more easier.<br />
  12. 12. Advertising with Personal Selling:<br />Advertising aims at a group, i.e. mass while personal selling aims at individuals.<br />Salesperson can tailor the message according to unique nature of each prospect.<br />Measuring the effectiveness of advertising is difficult, however not the case in personal selling.<br />People may skip an advt. But find it difficult to dismiss a salesperson.<br />Personal selling is inefficient for mass market producers but mass comm.. scores over it.<br />
  13. 13. Relationship of Advertising and Sales Promotion<br />Advertising predisposes a person favourably for a product/ service /idea moving him towards its purchase. Sales promotion takes over this time.<br />Advertising informs, persuades, or reminds about a product or service.<br />Advertising make user aware of the kind of discounts, price offs, and other prizes that are available to them i.e. it strengthens the effectiveness of sales promotion.<br />The offers given to the customers are well designed that leaves a greater impact.<br />Helps in building customer loyalty.<br />
  14. 14. Advertising with Sales Promotion:<br />Advertising offers a reason to buy, sales promotion offers an incentive to buy.<br />Advertising is more frequent and repetitive in comparison.<br />While advertising is termed ‘above the line’ comm. , sales promotion may be termed ‘below the line’ comm. . The ultimate goal of all three is to sell products, services, reputations, projects, etc indeed everything and anything.<br />
  15. 15. Relationship of Advertising and Public Relations<br />Both are closely allied.<br />Managed by same people or agency or departments.<br /> Advertising with Public Relations:<br />Advertising has a greater role when we are selling a tangible product. In a service industry however pr has a greater role, since the product is intangible.<br />Advertising and PR can’t replace each other. By PR we create a good image. Advertising is necessary to take advantage of that good image for actual selling.<br />PR has higher degree of credibility since it is not paid for.<br />
  16. 16. Relationship of Advertising and publicity:<br />“you can’t just put up your web site, open your store, offer your service or manufacture a product and then not do anything to attract customers!&quot;<br />Here advertising is important it Provides a base for publicity.<br />Advertising with Publicity:<br />Advertising is openly paid for but not publicity.<br />Presentation is programmed.<br />Marketers have less control over publicity than they have over advertising.<br />Publicity can both be negative or positive.<br /> <br />
  17. 17. THANK YOU<br />
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