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Amm unit i
 

Amm unit i

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    Amm unit i Amm unit i Presentation Transcript

    • Unit I ADVERTISING AND MEDIA MANAGEMENT
    • History Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century , which included line or classified advertising.
    • Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, Louvre
    • Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
    • History of INDIAN Advertising
    • History of INDIAN Advertising contd..
    • Definition
      • “ Any paid form
      • of
      • non-personal presentation
      • and
      • promotion
      • of
      • ideas, goods or services
      • by
      • an identified sponsor ”
    • Advertising as a communication process
    • Developing an Advertising Campaign
      • An advertising campaign consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand
      • An advertising campaign is planned within the framework of the overall strategic marketing plan and as part of a broader promotional program
      • Steps in conducting a campaign are:
        • Defining objectives
        • Establishing a Budget
        • Creating a Message
        • Selecting Media
        • Evaluating the Advertising Effort
    • Developing an Advertising Campaign a. Defining Objectives
      • Typical advertising objectives are:
      • Support personal selling
      • Improve dealer relations
      • Introduce and position a new product
      • Expand the use of a product
      • Repositioning an existing product
      • Counteract substitution
    • Developing an Advertising Campaign b. Establishing a Budget - Once a promotional budget has been established, it must be allocated among the various activities comprising the overall promotional program c. Creating a Message
      • Whatever the objective of an advertising campaign, to be successful, the individual ads must get and hold attention of the attended audience, and influence that audience in the desired way
      • Surprising , shocking , amusing , and arousing curiosity are all common techniques used to gain attention
      • If the ad succeeds in getting the audience’s attention, the advertiser has a few seconds to communicate a message intended to influence beliefs and/or behavior
    • Developing an Advertising Campaign d. Selecting Media
      • The message itself and the choice of media are determined by the nature of the appeal and the intended target audience
      • Advertisers need to make decisions at each of three successive levels in selecting the specific advertising medium to use:
        • Which type will be used (TV, Direct Mail, Newspapers, Radio, Yellow Pages, Magazines, Out-of-Home Advertising, Interactive Media)?
        • Which category of the selected medium will be used?
        • Which specific media vehicles will be used?
    • Developing an Advertising Campaign d. Selecting Media (continued)
      • Some general factors that influence media choice are:
      • Objectives of the ad
      • Audience coverage
      • Requirements of the message
      • Time and location of the buying decision
      • Media cost (“cost per thousand”)
      e. Evaluating the Advertising Effort
    • Marketing Mix
    • Promotional Mix
    • BRAND IGNORANCE AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE THE HIERARCHY OF COMMUNICATION EFFECTS
    • Communication process
    • Shannon’s (1948) Model of the communication process.
    • An Interactive Model.
    • An Intermediary Model.
    • A Transactional Model.
    • A Ecological Model of the Communication Process
    • DAGMAR Defining Advertising Goals for Measured Advertising Results
    • Stages of DAGMAR AWARENESS COMPREHENSION ACTION CONVICTION