Advertising Advertising is paid, non- personal communication from an identified sponsor using various media to persuade and influence an audience.
Functions of advertising Advertising identifies products and differentiates it from others (e.g. different brands, packaging) Adv. communicates information about the product, its features and its location of sale. Adv. induces customers to try new products and suggests reuse. Adv. stimulates the distribution of a product. (helps increase the demand of the product) Adv increases the use of product since more people become aware of the product. Adv builds brand value, brand preference and loyalty. It lowers the overall cost of sales.
Types of Ads Brand advertising/ National Consumer advertising Retail/ Local advertising Political advertising Directory advertising Direct-response advertising Business to business advertising Institutional advertising Public Service Advertising Interactive Advertising
Reasons to advertise To announce a new To announce location of product stockists To expand the market to To educate consumers new buyers To maintain sales To announce a To challenge competition modification To remind To announce a price change To retrieve lost sales To announce a new pack To please the sales force To make a special offer To recruit force To invite inquiries To attract investors To sell directly To announce trading results To test a medium To obtain stockists
Appeals Primary Need arousing Selective Need satisfying Rational Negative Emotion Positive
Parts of an ad Trademark Logo Brand slogan/ tagline Caption Body copy
Layouts of ads Ogilvy layout Z layout Single Visual layout Illustrated layout Top heavy layout Upside down layout
In this semester Marketing Marketing Plan Media Brief Media Planning TVC Types of TVC Important points of TVC Story boarding Branding Consumer Behavior
Required outputs (practical) Product Introduction Survey Marketing Plan questionnaire Media Brief Survey results Media Plan Any other Print Ad promotional material made by the group TVC Storyboard TVC