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..
“ Any paid form
ideas, goods or services
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:
Establishing a Budget
Creating a Message
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
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
Requirements of the message
Time and location of the buying decision
Media cost (“cost per thousand”)
e. Evaluating the Advertising Effort
BRAND IGNORANCE AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE THE HIERARCHY OF COMMUNICATION EFFECTS
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