Advertising

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Advertising

  1. 1. ADVERTISINGProf Prashant Kumar Gupta Jain College Of MBA &
  2. 2. Definition Any paid form of non personal presentation and promotion of ideas and goods or services by an identified sponsor
  3. 3. Advertising Objective  Specific Communication  Specific Audience  Specific Period Of Time  Achievement level to be accomplished
  4. 4. Classification Of Advertising Objectives Informative Advertising: Aims at creating brand awareness and knowledge Persuasive Advertising: Aims at creating liking, preference, conviction and purchase Reminder Advertising: Aims to stimulate repurchase Reinforcement Advertising: Convince current purchasers that they made right decision
  5. 5. Advertising Budget  Stage in PLC (New product-More Budget)  Market Share (High Share-Less Advertisement)  Competition (More clutter- More Budget)  Advertising Frequency  Product Substitutability( More chances of substitution- More Budget)
  6. 6. Advertising Copy Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds
  7. 7. Converting Message into Copy 1. Visualisation: Mental process where the advertisement is imagined 2. Layout: End product of visualisation where elements of advertising like graphics, text, pictures are put into place
  8. 8. AIDA Model 1. A general understanding of how to target a market effectively 2. Common list of events that may occur when a consumer engages with an advertisem
  9. 9. Advertising Agency Decisions 1. Reach 2. Goals 3. Media Types: Print, TV, Radio, Cinema, Online, Mobile 4. Media Vehicles: Specific print or electronic media employed in an advertising campaign 5. Scheduling: When and how many times

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