This document discusses objectives and strategies for effective advertising. It outlines that advertising should have specific objectives like introducing new products, obtaining outlets, and ongoing customer contact. Objectives then determine the type of advertising, like product or institutional advertising. The document also discusses choosing the best media to deliver the message by matching the target market. It provides examples of different types of advertising and emphasizes planning an effective message using techniques like AIDA to guide message development.

1. V I S H W A K A R M A I N S T I T U T E O F M A N A G E M E N T
ADVERTISING
Promotion
Unit No. 5
Marketing Management

2.  Advertising should be assigned specific objectives:
 Aid in the introduction of new product to specific market
 Help obtain desirable outlets
 Prepare the way for salespeople by presenting
company, product and features
 Provide ongoing contact with customers even when
salesperson is not available
 Help position the brand
 Get immediate buying action
 Help buyers confirm their purchase decision

3.  To reach a lot of people quickly- use mass selling

4.  Objectives determine the kinds of advertising
needed:
 Product advertising
 Institutional advertising

5. Advertising should vary for adoption process stages
Adoption process Advertising that might be relevant
Awareness Jingles and slogans
Classified ads
Announcements
Interest Informative or descriptive ads
Status or glamour appeals
Image ads
Evaluation and
trial
Competitive ads
Persuasive copy
Decision Testimonials
Price deal offers
“last-chance” offers
“direct action” retail ads
Point of purchase ads
Confirmation Informative “why” ads
Reminder ads

6. Product advertising falls into three categories
 Pioneering advertising- builds primary demand
creation
 Competitive advertising-
 Emphasizes selective demand
 Direct type- aims for immediate buying action
 Indirect types- points out product advantages to affect future
buying decisions
 Comparative advertising
 Reminder advertising- reinforces early promotion

7. Choosing the best medium- how to
deliver the message
 Specialized media
 Specify promotion objectives
 Match your market with the media
 Specialized media help zero in on target market
 “must buys” may use available funds

8. Planning the best message- what is to be
communicated
 Specify the copy thrust- what the words and
illustrations should communicate
 Let AIDA help guide message planning

9. Types of advertising
1. Television advertising
2. Infomercials
3. Radio advertising
4. Online advertising
5. Product placements
6. Press advertising- newspaper, magazine, etc
7. Billboard advertising
8. Mobile billboard advertising
9. In-store advertising
10. Street advertising
11. Celebrity branding

10. Thank you