Advtg1

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Advtg1

  1. 1. When business is good it pays to advertise; when business is bad you got to advertise.
  2. 2. ADVERTISING
  3. 3. Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it. -Leo Burnett
  4. 4. Meaning Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor.
  5. 5. It is our job to make women unhappy with what they have. B. Earl Puckett
  6. 6. Advertising • Mass communication tool • Essentially paid by identified sponsor • Key strategic input in brand building & image creation • Significant role in awareness creation & attitude formation • Various organisation set ups • Institutional set up
  7. 7. Institutional set up Government Industry Structure Competition Advertiser Research agencies Advertising Agency Media
  8. 8. Advertising Spends & Trends
  9. 9. Advertising Spends • 32% growth in the 1st quarter of 2010 (TV, Newspaper, Magazine together) • Highest in 12 major markets in Asia Pacific region • April 09- March 10 – 26% growth (YOY) – Newspapers : 30% – TV : 26% – Magazines : 7% – Others (radio, outdoor, cinema) : 28% Source – A C Nielson Study cited in www.afaqs.com
  10. 10. Major categories (advertisers) 2009 • Services • Food & beverages • Personal care/ hygiene • Banking / finance/ investment • Education 2010 • Telecom • Insurance • Social issues
  11. 11. Ad spends in India 21380 22758 20500 21000 21500 22000 22500 23000 Ad Spends 2008 2009 EstimatedIn Cr. Source - Zenithoptimedia Annual Media Report
  12. 12. TV 41% Outdoor 7% Newspaper s 40% Internet 2% Magazines 6% Cinema 1% Radio 3% Source - Zenithoptimedia Annual Media Report Across Various media
  13. 13. Across Various Media 921 0 129 5 930 2 754 455 146 159 6 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Newspapers Magazines TV Radio Internet Cinema Outdoor 2009 Estimated In Cr. Source - Zenithoptimedia Annual Media Report
  14. 14. The Five Ms of Advertising • Mission – What are the advertising objectives • Money – How much can be spent? • Message – what message should be sent? • Media – What media should be used? • Measurement – How should the results be evaluated?
  15. 15. Developing & Managing Advertising Program
  16. 16. Setting the advertising objectives An advertising goal/ objective is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time. Can be classified according to their aim is to- – Inform – Persuade – Remind – Reinforce •DAGMAR (Defining Advertising Goals for Measured Advertising Results)
  17. 17. I know half the money I spend on advertising is wasted, but I can never find out which half. John Wanamaker
  18. 18. Deciding on the advertising budget Methods • Percent of sales • Affordability • Competitive Parity • Objectives and Task Factors to be considered • Stage in PLC • Markets share and consumer base • Competition and clutter • Advertising frequency • Product substitutability
  19. 19. What you say in advertising is more important than how you say it. -David Ogilvy
  20. 20. Choosing the advertising message • Message Generation • Message evaluation ad selection • Message execution • Social responsibility review
  21. 21. The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly. -Leo Burnett
  22. 22. Media Selection Media selection is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience •Media Class •Media vehicle •Media option •Scheduling & timing • Flighting • Continuous • Pulsing – Road block
  23. 23. Nobody counts the number of ads you run; they just remember the impression you make. William Bernbach
  24. 24. Media Selection • Reach (R) – the number of different persons or households exposed to a particular media schedule at least once during a specified time period • Frequency (F) – the number of times within the specified time period that an average person or household is exposed to the message • Impact (I) – This is the qualitative value of an exposure through a given medium. • Total number of exposure (E) = Reach X Frequency – GRP – TV – OTS - Print
  25. 25. Choosing among various media types • Target audience media habits • Product characteristics • Message characteristics • Cost
  26. 26. Allocating Budgets Selecting specific vehicles Deciding on media timing Deciding on geographical allocation
  27. 27. Evaluating advertising effectiveness • Communication effect research – Seeks to determine whether an ad is communicating effectively – Called copy testing • Sales effect research
  28. 28. The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be .- William Feather

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