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introduction to advertising

introduction to advertising

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    Advertising Advertising Presentation Transcript

    • Lecture III
      • Advertising is paid non personal communication from an identified sponsor using mass media to persuade or influence an audience.
    • Types of advertising :
      • Brand advertising
      • Most visible type of advertising
      • Focuses on the development of long term brand identity and image
      • The best brands build an emotional connection with consumers, leading to customer loyalty.
      • Advertisers can also some times use humor to create brand awareness.
      • Retail or local advertising
      • That sell their products in restricted area.
      • Objectives tend to focus on stimulating store traffic.
      • Creating distinctive image for retailers.
      • Political advertising
      • To persuade people to vote for them
      • Focus more on image than on issue
      • Directory advertising
      • Yellow pages are major advertising vehicles
      • It is used by national advertisers as well as local retailers.
      • Trade directories
      • Almost 90% of those who consult yellow pages follow up with some kind of action
      • Direct response advertising
      • Tries to stimulate a sale directly
      • It has to provide some type of response or reply device to facilitate action.
      • Business to business advertising
      • Directed at people who buy products for business use
      • It is used to create brand awareness
      • Enhance the firms reputation
      • Support sales people
      • Institutional advertising
      • Also known as corporate advertising
      • Focus on establishing corporate identity
      • Purpose is to communicate company’s mission or philosophy
      • It does not call upon a consumer to act
      • to attract investors, to influence opinions, increase sales and to recruit and retain employees
      • Public service advertising
      • PSAs communicate a message on behalf of some good cause .
      • These are usually created free of charge
      • Media often donate space and time
      • Interactive advertising
      • Delivered to individual consumers who have access to the internet
      • WebPages , banner ads and emails
      • Consumer can respond to the ad or ignore it.
    • Roles of advertising
      • The marketing role
      • The role of advertising within marketing is to carry persuasive messages to actual costumers
      • The communication role
      • Form of mass communication
      • The economic role :
      • Two aspects :
      • Advertising is so persuasive that is decreases the likelihood that a consumer will switch to an alternative product ,regardless of price charged.
      • Vehicle for helping consumers to assess value through price.
      • The social role :
      • Informs us about new and improved products
      • Consumer decisions
      • Adds to our aesthetic sense
    • Functions of advertising
      • Provides product and brand information
      • Relevant information must be there
      • Information depends on the need of target audience
      • Provides incentives to take action
      • Mostly consumers are reluctant to change their buying behavior
      • Provides Reasons to switch brands
      • Provides reminders and reinforcement
      • Much advertising is directed at keeping current customer
      • Consumers forget why they bought a particular product
      • Must be constantly reminded about the brand , its benefits its value.
    • Characteristics of effective ads
      • Effective ads work on two levels
      • Consumer’s objective
      • Advertiser’s objective
      • Initially a consumer may be interested in watching an ad for its entertainment value or to satisfy curiosity
      • If the ad is sufficiently entertaining ,the consumer may remember it.
      • However she may then learn that the ad relates to a personal need and provides relevant information about how to satisfy a need.
      • It may also offer enough incentive for the consumer to risk change.
      • Ad may reinforce her product decision .
      • Advertisers objective
      • Want consumers to buy and keep buying their products.
      • To move them to action they must gain their attention.
    • Three proportions of effective advertising :
      • Strategy
      • Every effective ads implements a sound strategy
      • How to meet specific objectives
      • Directing it to certain audience
      • Satisfy audience
      • Media
      • Creativity
      • Ads central idea that grabs your attention
      • Execution
      • Everything is fine tuned
      • How you say something is just as important as what you say.
      • What you say – strategy
      • How you say – creativity
      • What you say + how you say = execution
    • Advertising must be goal directed
      • perception
      • Learning persuasion
      • behavior
    • The five players of advertising
      • The advertiser
      • The person or organization that “needs to get out a message”
      • Makes final decision about the target audience
      • About the media
      • Budget
      • The advertising agency
      • Advertisers hire independent agencies to plan and implement part or all of their advertising efforts.
      • This working is known as agency -client partnership
      • Advertiser uses outside agency because :
      • It believes that the agency will be more efficient
      • Strategic and creative expertise
      • Media knowledge
      • Large advertisers participate in the advertising process either through their advertising departments or through their in house agencies
      • Internal advertising department
      In house agency Research /planning Creative development Media Production Advertising Organization
      • advertising department
      External agencies Full service agency Media specialist Vendors Advertising Organization
      • The media
      • Channels of communication that carries message
      • Vendors
      • Specialist of the field
      • Freelancers and consultants
      • Why hire vendor ?
      • The advertiser may not have expertise in that area
      • They may be over loaded
      • Need of fresh perspective
      • Cost
    • The target audience
      • All strategy starts with the customer
      • The term Target market denotes customer
    •   The advertising plan :
      • An advertising plan matches the right audience to the right message and presents it in the right medium to reach the audience
      • Three elements summarize the heart of advertising plan :
      • Whom are you trying to reach
      • Targeting the audience
      • what do you say to them?
      • Message strategy
      • When and where you will reach them
      • Media strategy
      • Introduction
      • Not every one needs to read the entire advertising plan
      • Executive summary or over view of the plan
      • Situation analysis
      • First step of advertising plan is not planning
      • The research and analysis of important information and trends affecting market place, the competition , consumer behavior, the company it self and the product.
      • SWOT analysis
      • Strengths
      • Weakness
      • Opportunity
      • Threats
      • Advertising planning decisions
      • How to set objectives?
      • Identify the target audience
      • Create a competitive advantage
      • Establish brand image
      • Position a product
      • Advertising objectives
      • Every advertising campaign must be guided by specific clear objectives.
      • Advertising objectives are derived from marketing objectives as well as SWOT analysis.
      • Basic objective is to increase the sale of the product.
      • Advertising objectives fall in to four general categories:
      • Perception
      • Learning
      • Persuasion
      • behavior
      • Several models assume that consumers go through a series of steps when exposed to a cue.
      • Some describe the effects of advertising , others define how to determine goals.
      • AIDA MODEL
      • Analyze the customers journey from ignorance to purchase
      • Developed in 1898
      • Describes the effects of advertising on consumer
      • Attract Attention
      • Create Interest
      • Develop desire
      • Promote Action
      • Attract Attention
      • The promotional objective at this stage is to get the product seen and talked about.
      • Interest
      • Create and stimulate buyer interest
      • This is achieved by creating an understanding of the benefits of the product
      • At this stage promotional message focus on how the product meets these needs
      • Desire
      • Induce a favorable attitude to the products especially in relation to the competing products.
      • Action
      • The action sought is for the costumer to purchase the product
      • Induce a purchase by stressing immediate desirability of the product
      • DAGMAR
      • Defining advertising goals for measured advertising results
      • Developed in 1961
      • Begins with awareness, moves to comprehension ,then conviction and ends with action .
      • Awareness : result of advertising , the audience knows about the brand
      • Comprehension : recognition and understanding of the product
      • Conviction :the development of the preference for the product
      • Action : move towards the purchase
    • Targeting the audience
      • Advertising planners describe the target audience in respect to their demographics
      • The plan might use descriptors
      • Each time you add a descriptor the target audience gets smaller because the group is defined more tightly.
      • Advertisers also create profiles of target audiences that include demographics, personality descriptors and life style traits.
      • Competitive advantage
      • Analyze the product in comparison to competing product
      • Feature analysis is a common way for this
      • List important features of your product and competitors product
      • How important each feature is to the target audience
      • How well product perform on that feature
      • Competitive advantage lies where product has strong feature ,that is important to target audience and the competitor has the weaker one
      • Brand personality
      • Brand personality is important to advertising because it is based on perception and image rather than concrete facts
      • Positioning strategy
      • Value , importance and ranking
      • Implementation
      • Executing the advertising plan is undoubtedly the most difficult part
      • “ success is in details”
      • Evaluation
      • How well advertising campaign meets its objective
      • Budget
      • total fund
      • Not always done at the end of plan
      • Constant flux
      • Determines how many targets and multiple campaign plans a company or brand can support.
      • Historical method
      • Objective task method
      • Percentage of sales method
      • Competitive methods
      • All you can afford
      • The creative strategy
      • The media strategy
    • Advertising and social responsibility
      • Ethical issues:
      • Advocacy
      • Accuracy
      • Acquisitiveness
    • key issues in advertising
      • Puffery
      • Taste and advertising
      • Stereotyping in advertising
      • Advertising to children
      • Advertising controversial products
    • Assignment 
      • Select three print ads that you feel contain one or more of the ethical issues discussed , ask five people of different age gender and back ground how they feel about the ads, write a report on their opinions and include you own conclusions about the ads.