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N.V. Advocacy Advertising
 

N.V. Advocacy Advertising

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take that wid the vids of the examples quoted... enjoy!!!!!!!!

take that wid the vids of the examples quoted... enjoy!!!!!!!!

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    N.V. Advocacy Advertising N.V. Advocacy Advertising Presentation Transcript

    • ADVOCACY ADVERTISING GENERATING SALES BY PROMOTING AN OPINION - Nikhil Vyas (B-60)
      • `Advocacy Advertising’ promotes the view point of the sponsor or the company’s outlook on various issues.
      • Targets: Specific / Limited
      • General / Public
      • Done by: For profit Organizations and Non Profit Organizations..
    • ADVOCACY ADS VS. NORMAL ADS
      • Both include contents about company and its products, focuses on promoting sales
      • But …
      • Advocacy ads are driven by `Word Of Mouth’ publicity, democratic public involvement and expert opinions and in turn bring ideas to the public.
    • DRIVING FACTORS
      • Belonging
      • Relationship
      • Accomplishment
      • Fun
      • Excitement
      • Respect / Self Respect
      • Security and Fulfillment.
    • AD ADVOCACY TOOLS AND TECHNIQUES
      • REFERRAL PROGRAMS: Spreading a positive word of mouth through a satisfied customer.
        • E.g.. Movie Reviews
      • TRYVERTISING: Depends on trial experiences of prompt users.
        • E.g.. Harpic Ad
      • EMPOWERED INVOLVEMENT: AN approach where customers are involved in the making, packing and promoting the product.
        • E.g.. Lijjat Papad
      • BRAND AMBASSADORS: Companies rely on charisma of celebrities.
      • CAUSAL CAMPAIGNS: lends a helping hand to a social cause
        • E.g.. Polio Ad
      • INFLUENCER OUTREACH: rely on expert opinions and their product reviews.
        • E.g.. TATA Nano
      • ADVOCACY TRACKING & INNOVATION: It’s a feedback mechanism where the company collect customer feedback and improve upon their product.
    • NEGATIVE EFFECTS OF BAD ADVOCACY
      • Advocacy being a great tool needs to be used in the right manner….
      • Positive Advocacy leads to positive returns and a Negative Advocacy leads to 10 times large negative consequances.
    •