This document discusses advertising objectives and strategies. It provides examples of different advertising objectives like informing, persuading and reminding customers. It also discusses different message execution styles like slice of life, lifestyle, fantasy, mood/image, musical, personality symbol, technical expertise, scientific evidence, and testimonial evidence. The document covers factors to consider when setting an advertising budget, like the product life cycle stage and competition. It also discusses developing advertising strategies, creating effective advertising messages, and selecting appropriate media to reach the target audience.

1. Coca cola ad in 1890

2. Any paid form of nonpersonal communication
about an organization, product, service, idea or
cause by an identified sponsor.
Advertising

3. This advertisement is known as the first advertisement in
history. There is a footprint on the advertisement, one
finger showing the library, and other showing the brothel.
The known explanation of this sign is that the footprint shows
that one should turn at that point; the woman's head
symbolizes the women waiting in the Brothel and the heart
shows that the women are eager for love.

4. SETTING OBJECTIVES

5. Advertising objectives
An advertising objective is a
specific communication task to be
accomplished with a specific target
audience during a period of time.

6. To inform
To persuade
To remind
Comparison
advertising

7. To inform
• Telling the market about a new product
• Suggesting new uses for a product
• Informing the market of a price change
• Explaining how the product works
• Describing available services
• Correcting false impressions
• Reducing buyers’ fears
• Building a company image

8. Informative advertising
• Informative advertising is used when
introducing a new product category
• The objective is to build primary
demand

9. Informative Ad

11. To persuade
• Building brand preference
• Encouraging switching to your brand
• Changing customer perceptions of
product attributes
• Persuading customers to purchase
now
• Persuading customers to receive a
sales call

12. Persuasive advertising
• Persuasive advertising is important with
increased competition to build
selective demand

13. Persuasive Ad

14. A giant mirror was built that allowed
passers by to stop and look at
themselves wearing individual clothes
at a shopping mall in Tokyo, Japan

18. A print of a cup of Folgers coffee was placed on top of
manhole covers in New York City, USA.
Holes on the print allows the steam to come out. Wordings
around the cup reads
‘Hey, City That Never Sleeps. Wake up.” from Folgers.

19. Comparative advertising
• Comparative advertising directly or
indirectly compares the brand with
one or more other brands

22. To remind
• Reminding customers that the product
may be needed in the near future
• Reminding customers where to buy the
product
• Keeping the product in customers
minds during off seasons
• Maintaining to-of-mind product
awareness

23. Reminder advertising
• Reminder advertising is important with
mature products to help maintain
customer relationships and keep
customers thinking about the product

24. Reminder Ad

26. MESSAGE EXECUTION

27. MESSAGE EXECUTION
Message execution captures the target market’s
attention and interest, and can include the
following execution styles.
• Slice of life
• Lifestyle
• Fantasy
• Mood or image
• Musical
• Personality symbol
• Technical expertise
• Scientific evidence
• Testimonial evidence or endorsement.

28. Slice of life
1. Slice of life
- This style shows one or more typical people using the
product in a normal setting.
Exp: KFC advertisement showing customers eating at one of
its restaurants.

29. Life style
2. Life style
• This style shows how the product fits in with a particular
lifestyle.
• Exp: an IPod billboard below showing hip hop music
loving youngsters.

31. Fantasy
3. fantasy
• This style creates a fantasy around the product or its use.
• exp: this advertisement features diamond name
‘Nakshatra which makes a user feel a queen.

32. Mood or image
4. Mood or image
• This style builds a mood or image around the product,
such as beauty, love or serenity
• Exp: an advertisement of Sunway lagoon stating -“ come
feel the fun”, the image provided with supporting this
statement.

35. Musical
5. musical
• This style show one or more people or cartoon characters
singing about the product.
• Exp: one of the most famous ads in history was a coca
cola product ad build around the song “ I’d like to teach
the world to sing”.

36. Personality symbol
6. Personality symbol
• The style create a character that represent the product.
The character might be animated or real.

37. Personality symbol

38. Personality symbol

39. Technical expertise
7. Technical expertise
• This style shows the company’s expertise in making the
product.
• Exp: Lexus Rx advertisement showing the company’s
expertise in car manufacturing. “ reinventing the vehicle
that invented it all”

40. Scientific evidence
8. Scientific evidence
• The style presents survey or scientific evidence that the
brand is better or better liked than one or more other
brands.
• Exp: for years, Colgate toothpaste has used scientific
evidence to better confident to convince buyers that
Colgate is better than other brands at fighting cavities.

41. Testimonial evidence/endorsement
9. Testimonial evidence or endorsement
• The style features a highly believable or likeable source
endorsing the product. It could be ordinary people
saying how much they like a given product or a celebrity
presenting the product.

42. The Five M’s of Advertising

43. Factors to Consider in Setting an Advertising
Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

44. Product Life Cycle.

45. Marketing Responses to the PLC
Introduction Growth Maturity Decline
Marketing
Emphasis
Create product
awareness
Establish high market
share
Fight off competition;
generate profits
Minimise marketing
expenditure
Product
strategy
Introduce basic
products
Improve features of
basic products
Design product versions
for different segments
Rationalise the service
offer range
Pricing
Strategy
Price skimming or
price penetration
Reduce prices enough
to expand the market
and establish market
share
Match or beat the
competition
Reduce prices further
Advertisement
Strategy
Advertising and sales
promotion to end
user and dealers/
agents
Mass media advertising
to establish brand
image
Emphasize brand
strengths to different
segments
Minimal level to retain
loyal customers
Distribution
Strategy
Build selective
distribution outlets
Increase the number of
outlets
Maintain Intensive
Distribution
Rationalize outlets
To minimize
Distribution cost
Product Life Cycle.

46. Advertising
Market share
• Building or taking market share requires larger
budgets
• Markets with heavy competition or high
advertising clutter require larger budgets
• Undifferentiated brands require larger budgets
Setting the Advertising Budget

47. Advertising
Advertising strategy is the strategy by which
the company accomplishes its advertising
objectives and consists of:
• Creating advertising messages
• Selecting advertising media
Developing Advertising Strategy

48. Advertising
Advertisements need to break through the clutter:
• Gain attention
• Communicate well
Creating the Advertising Message

49. ZooZoo- Best advertisement Practice

50. Advertising
Creative concept is the idea that will bring the message
strategy to life and guide specific appeals to be used
in an advertising campaign
Characteristics of the appeals include:
• Meaningful
• Believable
• Distinctive
Creating the Advertising Message

51. Advertising
• Message execution is when the advertiser
turns the big idea into an actual ad
execution that will capture the target
market’s attention and interest.
• The creative team must find the best
approach, style, tone, words, and format
for executing the message.
Creating the Advertising Message

52. Advertising
Message execution also includes:
• Tone
– Positive or negative
• Attention-getting words
• Format
– Illustration
– Headline
– Copy
Creating the Advertising Message

53. Advertising
Reach is a measure of the percentage of people in
the target market who are exposed to the ad
campaign during a given period of time
Frequency is a measure of how many times the
average person in the target market is exposed
to the message
Impact is the qualitative value of a message
exposure through a given medium
Selecting Advertising Media

54. Advertising
Selecting media vehicles involves decisions presenting
the media effectively and efficiently to the target
customer and must consider the message’s:
• Impact
• Effectiveness
• Cost
Selecting Advertising Media

55. Advertising
When deciding on media timing, the planner must
consider:
• Seasonality
• Pattern of the advertising
– Continuity—scheduling within a given period
– Pulsing—scheduling unevenly within a given period
Selecting Advertising Media

56. Advertising
• Advantages of advertising
– Advertiser controls the
message
– Cost effective way to
communicate with large
audiences
– Effective way to create
brand images and
symbolic appeals
– Effective way to connect
with the customers
• Disadvantages of advertising
– High costs of producing
and running ads
– Credibility problems and
consumer skepticism
– Clutter
– Difficulty in determining
effectiveness

57. Pros and Cons of Advertising
Advantages
• Changes in society have made
consumers more receptive to
direct-marketing
• Allows marketers to be very
selective and target specific
segments of customers
• Messages can be customized
for specific customers.
• Effectiveness easier to measure
Disadvantages
• Lack of customer receptivity
and very low response rates
• Clutter (too many messages)
• Image problems – particularly
with telemarketing