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2013 UNIT I A GUIDE TO EFFECTIVE ADVERTISING FIRST PART
 

2013 UNIT I A GUIDE TO EFFECTIVE ADVERTISING FIRST PART

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ADVERTISING INTRODUCTION DEFINITION OF ADVERTISING FEATURES OF ADVERTISING ALONG WITH OBJECTIVES

ADVERTISING INTRODUCTION DEFINITION OF ADVERTISING FEATURES OF ADVERTISING ALONG WITH OBJECTIVES

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    2013 UNIT I A GUIDE TO EFFECTIVE ADVERTISING FIRST PART 2013 UNIT I A GUIDE TO EFFECTIVE ADVERTISING FIRST PART Presentation Transcript

    • Sem VIII Unit I A GUIDE TO EFFECTIVE ADVERTISING Peeyush Srivastav, BCIHMCT, NEW DELHI
    • INDEX
      • 1 Why Integrated Marketing Communications
      • 2 Why We Advertise in Hospitality Sector?
      • 3 Definition of Advertising
      • 4 Objectives of Advertising
      • 5 Essentials of an Effective Advertisement
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Why Integrated Marketing Communications
      • The five ways to communicate your message in order to promote hospitality related services are:
      • Advertising - Any paid form of non-personal presentation of ideas, goods or services by an identified sponsor.
      • Personal Selling – Any oral presentation to a prospective customer/s for the purpose of making a sale.
      • Sales Promotions – These are short term incentives to encourage purchase or sale of a product or service.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Why Integrated Marketing Communications …contd
      • Public Relations – These are efforts (either in person, or through phone or email) which are done to develop beneficial relationships with concerned company or decision makers who are going to benefit from the business.
      • Publicity – It is any free news coverage by media (print, electronic or both).
      Peeyush Srivastav, BCIHMCT, NEW DELHI
      • LET US NOW STUDY ADVERTISING…..
      • Advertising is an integral part of any company’s operational set up.
      • It helps an organization to generate awareness of the product which in turn leadings to sale and more profits for any firm.
      • Since advertising is so widely used across different hotel chains, it is importantly to know the importance, decision making, types, process and more importantly, various advantages and disadvantages of different types of advertising.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Why We Advertise in Hospitality Sector?
      • Hospitality firms advertise for a number of reasons.
      • Advertising reaches a vast audience.
      •  
      • Advertising, especially print and broadcast advertising can reach thousands of potential guests and clients.
      •  
      • Advertising is relatively inexpensive
      •  
      • While printing columns space and electronic media costs is not low, the cost per reader, viewer or listener can be quite low. It is important to target your advertisement at the potential user base of your product.
      •  
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Why We Advertise in Hospitality Sector? …contd
      • Advertising prompts direct response
      • Coupons, Telephone numbers, email addresses, website details etc can be given to see the response of the advertisement. The inquiries lead to conversions which lead to sale, finally ending with the profit for the company.
      •  
      • Advertising demonstrates competitiveness
      •  
      • The advertisement gives a chance to the users to compare benefits of the competitors. A hotel property that can present superior benefits in an advertisement and listens to client’s needs has a better chance of gaining that marketing edge.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Definition of Advertising
      • The American Marketing Association has defined advertising as "any paid form of non-personal presentation of ideas, goods or services by an identified sponsor."
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Definition includes four expressions
      • i) Paid form
      • ii) Non-personal presentation
      • iii) Ideas, goods and services
      • iv) Identified sponsor
      Peeyush Srivastav, BCIHMCT, NEW DELHI
      • Moving on….let us now understand certain common objectives of advertising…….
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Objectives of Advertising
      • Introduction of new products
      • Persuading potential customers to buy
      • Reminding users
      • To create brand image
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Objectives of Advertising
      • To highlight brand character
      • Dealer support
      • Increasing the retail trade
      • To intimate customers about new uses of a-product
      Peeyush Srivastav, BCIHMCT, NEW DELHI
      • Moving on …let us understand what are the essentials of an effective advertisement……….
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Essentials of an Effective Advertisement
      • Designing an effective advertisement is a challenging task. There is no definite formula for that purpose. But certain guidelines may be kept in view while designing an advertisement. The essential characteristics of a good advertisement may be divided into two broad categories:
      • 1) Features relating to the message
      • 2) Features relating to consumer reach
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Features Relating to the Message
      • 1 Desirability : The message should say something desirable and interesting about the product.
      • 2 Exclusive : Customers should know how the product or services advertised is better than the other products. So, the advertisement message should point out the unique features of the product. In other word, it should say something exclusive or distinctive about the product which does not apply to any other brand in that product category.
      • 3 Believable : The message should look and seem to be believable. For instance, if the message conveys imaginary qualities of any product, people will never take the advertisement seriously. The message should actually compare with the product which the customer may verify so as to be convinced.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Features Relating to the Message…contd
      • 4 Attractive : If the message is attractive, it will draw the attention of the customers very easily. If the message is not catchy, it will not have any effect on the minds of people. Therefore, such words or pictures which may draw the attention of customers should be used in the advertisement.
      • 5 Memorable and easy to recall : The message should be easy to remember, so that it may be easy to recall it. Whenever customers go for shopping, the advertisement message should come to their mind and remind them about the product. Therefore, the words used in the message should be easy to memorize and recall.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Features Relating to Consumer Reach
      • 1 Appropriate media : The advertisement message should be presented through the media to which the target customers have access. For example, if the majority of the target customers do not have television sets, the message presented by TV transmission will not reach them.
      • 2 Frequency : Frequency refers to the number of times any advertisement is repeated within a specified period of time. It also refers to the time gap between two or more advertisements. In other words, it refers to how many times and at what intervals the advertisement is repeated. The main purpose of repetition is to keep the message alive in the memory of the customers.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
    • Features Relating to Consumer Reach
      • 3. Timing : The specific time of advertising the message is an equally important aspect of advertisement. For example, if the advertisement appears on the T.V. when most of the customers are not viewing it, the effect will be much less as compared with the effect when a majority of the customers are viewing the T.V. program. Hence, the timing of the advertisement should be so determined that it may reach the majority of customers.
      Peeyush Srivastav, BCIHMCT, NEW DELHI
      • THANK YOU STUDENTS FOR YOUR PATIENCE………………….
      • ANY QUESTIONS ????
      Peeyush Srivastav, BCIHMCT, NEW DELHI