Amm unit i

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Amm unit i

  1. 1. Unit I ADVERTISING AND MEDIA MANAGEMENT
  2. 2. History Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century , which included line or classified advertising.
  3. 3. Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, Louvre
  4. 4. Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
  5. 5. History of INDIAN Advertising
  6. 6. History of INDIAN Advertising contd..
  7. 7. Definition <ul><li>“ Any paid form </li></ul><ul><li>of </li></ul><ul><li>non-personal presentation </li></ul><ul><li>and </li></ul><ul><li>promotion </li></ul><ul><li>of </li></ul><ul><li>ideas, goods or services </li></ul><ul><li>by </li></ul><ul><li>an identified sponsor ” </li></ul>
  8. 8. Advertising as a communication process
  9. 9. Developing an Advertising Campaign <ul><li>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 </li></ul><ul><li>An advertising campaign is planned within the framework of the overall strategic marketing plan and as part of a broader promotional program </li></ul><ul><li>Steps in conducting a campaign are: </li></ul><ul><ul><li>Defining objectives </li></ul></ul><ul><ul><li>Establishing a Budget </li></ul></ul><ul><ul><li>Creating a Message </li></ul></ul><ul><ul><li>Selecting Media </li></ul></ul><ul><ul><li>Evaluating the Advertising Effort </li></ul></ul>
  10. 10. Developing an Advertising Campaign a. Defining Objectives <ul><li>Typical advertising objectives are: </li></ul><ul><li>Support personal selling </li></ul><ul><li>Improve dealer relations </li></ul><ul><li>Introduce and position a new product </li></ul><ul><li>Expand the use of a product </li></ul><ul><li>Repositioning an existing product </li></ul><ul><li>Counteract substitution </li></ul>
  11. 11. 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 <ul><li>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 </li></ul><ul><li>Surprising , shocking , amusing , and arousing curiosity are all common techniques used to gain attention </li></ul><ul><li>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 </li></ul>
  12. 12. Developing an Advertising Campaign d. Selecting Media <ul><li>The message itself and the choice of media are determined by the nature of the appeal and the intended target audience </li></ul><ul><li>Advertisers need to make decisions at each of three successive levels in selecting the specific advertising medium to use: </li></ul><ul><ul><li>Which type will be used (TV, Direct Mail, Newspapers, Radio, Yellow Pages, Magazines, Out-of-Home Advertising, Interactive Media)? </li></ul></ul><ul><ul><li>Which category of the selected medium will be used? </li></ul></ul><ul><ul><li>Which specific media vehicles will be used? </li></ul></ul>
  13. 13. Developing an Advertising Campaign d. Selecting Media (continued) <ul><li>Some general factors that influence media choice are: </li></ul><ul><li>Objectives of the ad </li></ul><ul><li>Audience coverage </li></ul><ul><li>Requirements of the message </li></ul><ul><li>Time and location of the buying decision </li></ul><ul><li>Media cost (“cost per thousand”) </li></ul>e. Evaluating the Advertising Effort
  14. 14. Marketing Mix
  15. 15. Promotional Mix
  16. 16. BRAND IGNORANCE AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE THE HIERARCHY OF COMMUNICATION EFFECTS
  17. 17. Communication process
  18. 18. Shannon’s (1948) Model of the communication process.
  19. 19. An Interactive Model.
  20. 20. An Intermediary Model.
  21. 21. A Transactional Model.
  22. 22. A Ecological Model of the Communication Process
  23. 23. DAGMAR Defining Advertising Goals for Measured Advertising Results
  24. 24. Stages of DAGMAR AWARENESS COMPREHENSION ACTION CONVICTION
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