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ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM

This document provides a comprehensive overview of advertising management, covering definitions, components, functions, types of advertising, and the advertising process. It highlights key players in advertising, the importance of audience targeting, and various advertising strategies, such as budgeting and message creation. Additionally, it discusses different advertising mediums and outlines the steps necessary for effective advertising planning and evaluation.

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UNIT-1 Advertising Management Sem: 3 Mansi Tyagi
INTRODUCTION TO ADVERTISING
Definition • a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action
Def” of Advertising • According to “Philip Kotler” & American Marketing Association. The advertising is any paid form of non personal presentation of • Ideas • Goods • Services by an identified sponsor that is called Advertising.
Defining Modern Advertising • Advertising is paid persuasive communication • Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience • Five basic components: 1. Paid communication 2. Sponsor is identified 3. Tries to persuade or influence 4. Reaches a large audience 5. Conveyed through impersonal mass media
5 M’s of advertising: MISSION MEASURE MENT MEDIA MESSAGE MONEY 5 M’s 5 M’s OF ADVERTISING
5 M’s OF ADVERTISING • Mission, – the main idea or selling proposition that they want to propagate to the target • Money, – factors such as market share and consumer base play a significant role in budget allocation for an advertisement • Message, – needs to come up with a tagline and a campaign
• Media, – the mode of communication – the reach and the impact – the timing • Measurement impact of the advertisement through – market research and – by analyzing sales figures
NATURE AND SCOPE OF ADVERTISING
Nature of Advertising • A persuasive message. • Carried by a non-personal medium. • Paid for by an identified sponsor. • One way communication. • Supports other promotional efforts. • MESSAGE MEDIUM ADVERTISING
• Consists of all activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization. • Advertising is distinguished from other forms of marketing communications: – It has a verbal and/or visual message. – The sponsor of the message is identified. – Delivery is through recognizable (usually mass) media. – There is payment by the advertiser to the media for carrying the message.
The Key Players • Advertiser (client) • Agency • Media • Supplier • Audience • Uses advertising to send out a message about its products • Initiates the advertising effort by identifying a marketing problem • Approves audience, plan and budget • Hires the advertising agency
The Key Players • Advertiser (client) • Agency • Media • Supplier • Audience • Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities – Advertising department
The Key Players • Advertiser (client) • Agency • Media • Supplier • Audience • The channels of communication that carry the message to the audience • Are also companies or huge conglomerates • Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches
The Key Players • Advertiser (client) • Agency • Media • Supplier • Audience • Assist advertisers, agencies, and the media in creating and placing the ads • Vendor services are often cheaper than those in-house
The Key Players • Advertiser (client) • Agency • Media • Supplier • Audience • The desired audience for the advertising message • Data-gathering technology improves accuracy of information about customers • Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
Advertising communication process A manufacturer ,retailer or service organisation. Prepared by an ad agency using artwork, music etc Newspapers, TV, radio, magazines etc. Decoding and adoption of the message depending on the attitudes, values, experiences etc. Specific market audience with geographical, demographical and psychological characteristics.
19 Advertising Functions Informing Persuading Reminding Adding Value Assisting Other Company Efforts 19
The Functions of Advertising • Builds awareness of products and Brands • Creates a brand image • Provides product and brand information • Persuades people • Provides incentives to take action • Provides brand reminders • Reinforces past purchases and brand experiences
TYPES OF ADVERTISING
Types of Advertisement • Out-Door Advertisement • In-Door Advertisement • Non-Product Advertisement • Radio Advertisement • T.V Commercial • National Advertisement • International Advertisement • Retail Advertisement • Classified Advertisement • Local Advertisement
Cont……… • Brand Advertisement • Covert Advertisement • Infomercials Advertisement • Celebrities Advertisement • Online advertising • Surrogate Advertising • Broadcast advertising • Public Service Advertising • Local Advertisement
Out-Door Advertisement • Bill-board and message painted on the side of buildings are common forms of out-door advertising, which is often used when quick, simple, ideas are being promoted.
Outdoor advertising • use of different tools to gain customer’s attention. – Billboards: The billboards are present all around the city but the content should be such that it attracts the attention of the customer – Kiosks: The kiosks are an easy outlet of the products and serve as information outlets for the people too – Events & Tradeshows: Organizing events such as trade fairs and exhibitions for promotion
In-Door Advertisement • This kind of advertisement provide the best opportunity of putting over a reasoned selling argument. The advertisement are addressed to the reader, listener and viewer at a time of leisure when he or she can observe the message.
• Product advertising: – Designed to promote the sale of a specific product or service – May be direct action  quick-response – May be indirect action  over a longer time • Institutional or corporate advertising: – Promotes the firm or tries to create a positive image – May be customer-service – May be public-service
• Primary demand advertising: – Intended to stimulate use of a category of products – Pioneering advertising  Primary demand done in the introductory stage of PLC • Selective demand advertising: – Intended to encourage purchase of a particular brand or the products and services of a specific firm – Comparative advertising  Direct or indirect comparisons to a rival brand
Other Types of Advertising • Brand advertising • Retail or Local advertising • Direct-Response advertising • Business-to-Business advertising • Institutional advertising
Print Advertising • used for advertising since long. • E.g.- newspapers and magazines • Using the print media, brochures and fliers. • advertising space and the cost depends on several factors. – The quantity of space, – the page of the publication, – and the type of paper
Painted Hoardings • Commonly such types of hoardings are painted on large studios with the help of line drawings and oil painting. • Usually to advertise upcoming albums or movies. • Hand painted & Graphical machines both are used to make painted hoarding.
Digital Hoardings • Created from computer programs and software. • Can be designed to display running text, images and other contents. • Can display several different displays from the same company, and even provide several companies.
Mobile Hoardings • Movable • Difficult to ignore. • Can be placed wherever there is heavy foot traffic due to an event – including convention centers, train stations, airports and sports arenas. • Information is retained through repetition.
Inflatable Hoardings & Multi- purpose Hoardings • An inflatable framework with an attached banner ad. • Most appear near sports events or exhibitions. • If the hoardings have some extra feature like telecom antennas or power wiring, that comes under Multi- purpose hoardings.
Broadcast Advertising • very popular all around the world. • consists of television, radio, or Internet advertising. • The cost of the advertisement depends on – the length of the ad and – the time at which the ad would be appearing. • Radio advertising is not what it used to be after the advent of television and Internet, but still there is specific audience for the radio ads too. The radio jingles are quite popular in sections of society and help to sell the products.
Covert Advertising • This is a unique way of advertising • the product or the message is subtly included in a movie or TV serial. • There is no actual ad, just the mention of the product in the movie. • For example, TATA safari covert advertising in “Singham returns”
Covert Advertising • This is a unique way of advertising • the product or the message is subtly included in a movie or TV serial. • There is no actual ad, just the mention of the product in the movie. • For example, Tom Cruise used the Nokia phone in the movie Minority Report.
Public Service Advertising • advertising is for the public causes. • There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned. • This type of advertising has gained much importance in recent times and is an effective tool to convey the message.
Public service advertising It is directed at the social welfare of the community or nation.
Brand Advertising • the process of making the public aware of a particular brand and its features so that they will continue to buy it: • Brand advertising is the promotion of products and services offered by a specific brand. It is used primarily to create focus on a particular person, product or service and what consumers identify them with.
Online advertising • Online advertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising.
Retail or Local advertising • Significant smaller businesses/companies • do not sell over the Internet and therefore do not have a global marketplace • Local media sites are the best ways to advertise for local businesses • Advertising using fliers, mailers, postcard coupons, • is a great way to connect with residents in your business' local area. • A great advantage it's a great way to connect with new movers in the area that are looking for businesses for the first time.
Direct-Response advertising • prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. • These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) Toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.
Celebrities Advertisement • Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.
Institutional advertising • aimed at creating an image, enhancing reputation, building goodwill, or advocating an idea or the philosophy of an organization, instead of sales promotion. • When employed by an organization to market itself (instead of its products), it is called corporate advertising.
56 The Advertising Management Process Advertising Strategy • Setting Objectives •Formulating Budgets •Creating Ad messages •Selecting Ad Media and Vehicles Strategy Implementation Assessing Ad Effectiveness 56
ADVERTISING APPROPRIATION • The portion of the total marketing budget that is allocated to advertising over a specific time period. • The advertising appropriation policy based on a number of approaches. • Advertising appropriation is also sometimes referred to as advertising budget.
PROCESS OF ADVERTISING
Advertising Planning Framework: OBJECTIVE SETTING: •Communication Objective •Sales Objective BUDGET DECISION: •Affordable Approach •Percent of sales •Competitive parity •Objective & task MESSAGE DECISION: •Message strategy •Message execution MEDIA DECISION: Reach ,frequency, impact, timing, media vehicles or types CAMPAIGN EVALUATION •Communication impact •Sales impact
Step:1: setting advertising objectiveStep:1: setting advertising objective The advertising objectives must be stated clearly in a precise and measurable terms. The objectives stated clearly and precisely enable the advertiser to measure the extent upto which the objectives have been met or achieved. The advertising objectives can be “sales oriented” or “communication oriented”. Although the long term objective of each ad is to have an increase in sales, all ad campaigns are not designed with this specific objective. Some ad campaigns may focus on increasing the awareness about the product or service, changing the attitude, informing the new product etc.
Step:2: setting the advertising budgetStep:2: setting the advertising budget Methods:  Affordable approach  Percentage of sales method  Competitive parity method  Objective & task method
Step:3: Creating advertising messageStep:3: Creating advertising message Just to gain and hold attention, advertising messages must be better planned, more imaginative, more entertaining and more rewarding to consumers. “creativity plays an important role in developing effective message.” A creative strategy focus on what the advertising message says or communicate and guides the development of all messages used in the advertising campaign.
Advertising Appeal:Advertising Appeal: The advertising appeal refers to the basis or approach used in the advertisement to attract the attention or interest of consumer and to influence their feelings towards the product, service or cause. Advertising appeals can be broken down into 3:  Informational appeal  Emotional appeal  Moral appeal
Step:4: Media planning:Step:4: Media planning: A media planner needs to answer the following question:  What audiences do we want to reach?  When & how to reach them?  Where to reach them?  How many people should be reached?  How often do we need to reach them?  What will it cost to reach them.
Types of Media Vehicles:Types of Media Vehicles:  Print media: Newspaper, magazines, pamphlets, visiting cards, yellow pages etc.  Broadcast media: Radio, T.V, Cinema.  Out door Advertising: Bill boards, hot air balloons, wall writings, hoardings etc.  Transit advertising: buses, loud speakers  Specialty advertising: T-shirts, caps, cups etc.  Internet
Step:5:Evaluating the effectiveness of advertisements:Step:5:Evaluating the effectiveness of advertisements: The advertising program should evaluate both the communication effect and the sales effect of advertising regularly. Measuring the communication effects of an advertisement- copy testing- tells whether the ad is communicating well. The sales effect of advertising are often harder to measure than the communication effect because sales are effected by many factors besides advertising- such as product features, price and availability.
PROCESSPROCESS OFOF ADVERTISINGADVERTISING
• Step 1 – Briefing • Step 2 - Set the Objective • Step 3 – Research • Step 4 - Target Audience • Step 5 - Media Selection • Step 6 - Sett the Budget • Step 7 - Designing n Creating the Ad • Step 8 - Perfection • Step 9 - Place n Time of Ad • Step 10 – Execution • Step 11 – Performance
• Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to be advertised and doing the SWOT analysis of the company and the product. • Step 2 - Knowing the Objective: one should first know the objective or the purpose of advertising. i.e. what message is to be delivered to the audience?
• Step 3 - Research: involves finding out the market behavior, knowing the competitors, what type of advertising they are using, what is the response of the consumers, availability of the resources needed in the process, etc. • Step 4 - Target Audience: identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For e.g. if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it.
• Step 5 - Media Selection: one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy are successfully reached. • Step 6 - Setting the Budget: advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company.
• Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is made by the copywriters of the agency, then the actual creation of ad is done with help of the art directors and the creative personnel of the agency. • Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect to enter the market.
• Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown. The place will be decided according to the target customers where the ad is most visible clearly to them. The finalization of time on which the ad will be telecasted or shown on the selected media will be done by the traffic department of the agency.
• Step 10 - Execution: finally the advertise is released with perfect creation, perfect placement and perfect timing in the market. • Step 11 - Performance: the last step is to judge the performance of the ad in terms of the response from the customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted people, was the advertise capable enough to compete with the other players, etc. Every point is studied properly and changes are made, if any.
STP: STRATEGY FOR ADVERTISING
STP-STRATEGY FOR ADVERTISING Deciding on a marketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about: •who the customer is, •how to contact them, and •what the message should be.
Segmentation Dividing the marketing into distinct groups Drill –I: • Who are the potential customers? • How many sub-groups should you divide them into? • How do these groups differ?
Drill –II: • What are their media consumption habits? • What are their expectations and aspirations? • What are their priorities? • What are their buying habits? • Are they likely to have children? • How much money do they give to charity? • How can you help them?
Marketing Research Method for Segmentation • Sales analysis and buying patterns • Questionnaires • Desk research • Website statistics, especially social media • Focus groups • Face-to-face interviews • Specialist market research companies
Targeting Deciding which of these groups to communicate with, and how to talk to them • process of communicating with the right segment(s) and • ensuring the best possible response rate. • The methods you use to target your audience must relate to your marketing plan objectives – – are you trying to generate awareness of a new product? OR – attract business away from a competitor?
Targeting Process • Evaluation of media channel – Consider the reach, – Frequency, – Media impact and – Target customer exposure. • Deciding which media channel to use – Media choice is a matter of compromise between volume of people versus the personalization of the message
• Ensuring your message reflects the stages of the purchasing funnel – Identifying the key stages in the customer journey and ensuring communications messages are personalized and relevant • Integrated Marketing Communications – All ads across all media work together towards a common goal by using similar messaging and 'look and feel‘ • Getting the best response – message is relevant and clear – Objectives are addressed clearly
Positioning How the product or brand should be perceived by the target groups BRANDING AND MESSAGING- • unique selling points (USPs) CORPORATE IDENTITY • ensure that your branding is used in a consistent way throughout the company.
Functions of An Advertising Manager  Planning and Budgeting  Administration and Execution  Coordination with other departments  Coordination with outside agencies and services  Planning and Budgeting Who is handling relations in organization/company ?
India’s 10 leading advertisers by media spend:  Hindustan Lever($376 m)  Paras Pharmaceuticals ($120 m)  Procter & Gamble ($114 m)  Coca-Cola company ($95 m)  Godrej industries ($80m)  Colgate-palmolive ($67 m)  Pepsico ($62 m)  Patanjali  Nirma chemicals ($52 m)  Nestle ($50 m)  Dabur India ($49 m)
India’s 10 leading advertising/PR companies of India:  Ogilvy & mather  J walter Thompson India  Mudra Communivation Pvt Ltd  FCB Ulka advertising Ltd.  Rediffusion- DY&R  Erickson India Ltd.  RK Swamy/BBDO advertising Ltd.  Grey worldwide(I) Pvt. Ltd.  LEO Burnett India Pvt Ltd.  Contract advertising India Ltd.
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM

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ADVERTISING MANAGEMENT -UNIT 1 BBA III SEM

  • 1.
  • 2.
  • 3.
    Definition • a formof marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action
  • 5.
    Def” of Advertising •According to “Philip Kotler” & American Marketing Association. The advertising is any paid form of non personal presentation of • Ideas • Goods • Services by an identified sponsor that is called Advertising.
  • 6.
    Defining Modern Advertising •Advertising is paid persuasive communication • Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience • Five basic components: 1. Paid communication 2. Sponsor is identified 3. Tries to persuade or influence 4. Reaches a large audience 5. Conveyed through impersonal mass media
  • 7.
    5 M’s ofadvertising: MISSION MEASURE MENT MEDIA MESSAGE MONEY 5 M’s 5 M’s OF ADVERTISING
  • 8.
    5 M’s OFADVERTISING • Mission, – the main idea or selling proposition that they want to propagate to the target • Money, – factors such as market share and consumer base play a significant role in budget allocation for an advertisement • Message, – needs to come up with a tagline and a campaign
  • 9.
    • Media, – themode of communication – the reach and the impact – the timing • Measurement impact of the advertisement through – market research and – by analyzing sales figures
  • 10.
  • 11.
    Nature of Advertising •A persuasive message. • Carried by a non-personal medium. • Paid for by an identified sponsor. • One way communication. • Supports other promotional efforts. • MESSAGE MEDIUM ADVERTISING
  • 12.
    • Consists ofall activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization. • Advertising is distinguished from other forms of marketing communications: – It has a verbal and/or visual message. – The sponsor of the message is identified. – Delivery is through recognizable (usually mass) media. – There is payment by the advertiser to the media for carrying the message.
  • 13.
    The Key Players •Advertiser (client) • Agency • Media • Supplier • Audience • Uses advertising to send out a message about its products • Initiates the advertising effort by identifying a marketing problem • Approves audience, plan and budget • Hires the advertising agency
  • 14.
    The Key Players •Advertiser (client) • Agency • Media • Supplier • Audience • Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities – Advertising department
  • 15.
    The Key Players •Advertiser (client) • Agency • Media • Supplier • Audience • The channels of communication that carry the message to the audience • Are also companies or huge conglomerates • Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches
  • 16.
    The Key Players •Advertiser (client) • Agency • Media • Supplier • Audience • Assist advertisers, agencies, and the media in creating and placing the ads • Vendor services are often cheaper than those in-house
  • 17.
    The Key Players •Advertiser (client) • Agency • Media • Supplier • Audience • The desired audience for the advertising message • Data-gathering technology improves accuracy of information about customers • Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
  • 18.
    Advertising communication process Amanufacturer ,retailer or service organisation. Prepared by an ad agency using artwork, music etc Newspapers, TV, radio, magazines etc. Decoding and adoption of the message depending on the attitudes, values, experiences etc. Specific market audience with geographical, demographical and psychological characteristics.
  • 19.
  • 20.
    The Functions of Advertising •Builds awareness of products and Brands • Creates a brand image • Provides product and brand information • Persuades people • Provides incentives to take action • Provides brand reminders • Reinforces past purchases and brand experiences
  • 21.
  • 22.
    Types of Advertisement •Out-Door Advertisement • In-Door Advertisement • Non-Product Advertisement • Radio Advertisement • T.V Commercial • National Advertisement • International Advertisement • Retail Advertisement • Classified Advertisement • Local Advertisement
  • 23.
    Cont……… • Brand Advertisement •Covert Advertisement • Infomercials Advertisement • Celebrities Advertisement • Online advertising • Surrogate Advertising • Broadcast advertising • Public Service Advertising • Local Advertisement
  • 24.
    Out-Door Advertisement • Bill-boardand message painted on the side of buildings are common forms of out-door advertising, which is often used when quick, simple, ideas are being promoted.
  • 25.
    Outdoor advertising • useof different tools to gain customer’s attention. – Billboards: The billboards are present all around the city but the content should be such that it attracts the attention of the customer – Kiosks: The kiosks are an easy outlet of the products and serve as information outlets for the people too – Events & Tradeshows: Organizing events such as trade fairs and exhibitions for promotion
  • 28.
    In-Door Advertisement • Thiskind of advertisement provide the best opportunity of putting over a reasoned selling argument. The advertisement are addressed to the reader, listener and viewer at a time of leisure when he or she can observe the message.
  • 31.
    • Product advertising: –Designed to promote the sale of a specific product or service – May be direct action  quick-response – May be indirect action  over a longer time • Institutional or corporate advertising: – Promotes the firm or tries to create a positive image – May be customer-service – May be public-service
  • 32.
    • Primary demandadvertising: – Intended to stimulate use of a category of products – Pioneering advertising  Primary demand done in the introductory stage of PLC • Selective demand advertising: – Intended to encourage purchase of a particular brand or the products and services of a specific firm – Comparative advertising  Direct or indirect comparisons to a rival brand
  • 33.
    Other Types ofAdvertising • Brand advertising • Retail or Local advertising • Direct-Response advertising • Business-to-Business advertising • Institutional advertising
  • 34.
    Print Advertising • usedfor advertising since long. • E.g.- newspapers and magazines • Using the print media, brochures and fliers. • advertising space and the cost depends on several factors. – The quantity of space, – the page of the publication, – and the type of paper
  • 35.
    Painted Hoardings • Commonlysuch types of hoardings are painted on large studios with the help of line drawings and oil painting. • Usually to advertise upcoming albums or movies. • Hand painted & Graphical machines both are used to make painted hoarding.
  • 36.
    Digital Hoardings • Createdfrom computer programs and software. • Can be designed to display running text, images and other contents. • Can display several different displays from the same company, and even provide several companies.
  • 37.
    Mobile Hoardings • Movable •Difficult to ignore. • Can be placed wherever there is heavy foot traffic due to an event – including convention centers, train stations, airports and sports arenas. • Information is retained through repetition.
  • 38.
    Inflatable Hoardings &Multi- purpose Hoardings • An inflatable framework with an attached banner ad. • Most appear near sports events or exhibitions. • If the hoardings have some extra feature like telecom antennas or power wiring, that comes under Multi- purpose hoardings.
  • 39.
    Broadcast Advertising • verypopular all around the world. • consists of television, radio, or Internet advertising. • The cost of the advertisement depends on – the length of the ad and – the time at which the ad would be appearing. • Radio advertising is not what it used to be after the advent of television and Internet, but still there is specific audience for the radio ads too. The radio jingles are quite popular in sections of society and help to sell the products.
  • 40.
    Covert Advertising • Thisis a unique way of advertising • the product or the message is subtly included in a movie or TV serial. • There is no actual ad, just the mention of the product in the movie. • For example, TATA safari covert advertising in “Singham returns”
  • 41.
    Covert Advertising • Thisis a unique way of advertising • the product or the message is subtly included in a movie or TV serial. • There is no actual ad, just the mention of the product in the movie. • For example, Tom Cruise used the Nokia phone in the movie Minority Report.
  • 42.
    Public Service Advertising •advertising is for the public causes. • There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned. • This type of advertising has gained much importance in recent times and is an effective tool to convey the message.
  • 43.
    Public service advertising Itis directed at the social welfare of the community or nation.
  • 44.
    Brand Advertising • theprocess of making the public aware of a particular brand and its features so that they will continue to buy it: • Brand advertising is the promotion of products and services offered by a specific brand. It is used primarily to create focus on a particular person, product or service and what consumers identify them with.
  • 46.
    Online advertising • Onlineadvertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising.
  • 48.
    Retail or Localadvertising • Significant smaller businesses/companies • do not sell over the Internet and therefore do not have a global marketplace • Local media sites are the best ways to advertise for local businesses • Advertising using fliers, mailers, postcard coupons, • is a great way to connect with residents in your business' local area. • A great advantage it's a great way to connect with new movers in the area that are looking for businesses for the first time.
  • 49.
    Direct-Response advertising • prospectivecustomer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. • These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) Toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.
  • 51.
    Celebrities Advertisement • Althoughthe audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.
  • 53.
    Institutional advertising • aimedat creating an image, enhancing reputation, building goodwill, or advocating an idea or the philosophy of an organization, instead of sales promotion. • When employed by an organization to market itself (instead of its products), it is called corporate advertising.
  • 56.
    56 The Advertising ManagementProcess Advertising Strategy • Setting Objectives •Formulating Budgets •Creating Ad messages •Selecting Ad Media and Vehicles Strategy Implementation Assessing Ad Effectiveness 56
  • 57.
    ADVERTISING APPROPRIATION • The portionof the total marketing budget that is allocated to advertising over a specific time period. • The advertising appropriation policy based on a number of approaches. • Advertising appropriation is also sometimes referred to as advertising budget.
  • 58.
  • 59.
    Advertising Planning Framework: OBJECTIVESETTING: •Communication Objective •Sales Objective BUDGET DECISION: •Affordable Approach •Percent of sales •Competitive parity •Objective & task MESSAGE DECISION: •Message strategy •Message execution MEDIA DECISION: Reach ,frequency, impact, timing, media vehicles or types CAMPAIGN EVALUATION •Communication impact •Sales impact
  • 60.
    Step:1: setting advertisingobjectiveStep:1: setting advertising objective The advertising objectives must be stated clearly in a precise and measurable terms. The objectives stated clearly and precisely enable the advertiser to measure the extent upto which the objectives have been met or achieved. The advertising objectives can be “sales oriented” or “communication oriented”. Although the long term objective of each ad is to have an increase in sales, all ad campaigns are not designed with this specific objective. Some ad campaigns may focus on increasing the awareness about the product or service, changing the attitude, informing the new product etc.
  • 61.
    Step:2: setting theadvertising budgetStep:2: setting the advertising budget Methods:  Affordable approach  Percentage of sales method  Competitive parity method  Objective & task method
  • 62.
    Step:3: Creating advertisingmessageStep:3: Creating advertising message Just to gain and hold attention, advertising messages must be better planned, more imaginative, more entertaining and more rewarding to consumers. “creativity plays an important role in developing effective message.” A creative strategy focus on what the advertising message says or communicate and guides the development of all messages used in the advertising campaign.
  • 63.
    Advertising Appeal:Advertising Appeal: Theadvertising appeal refers to the basis or approach used in the advertisement to attract the attention or interest of consumer and to influence their feelings towards the product, service or cause. Advertising appeals can be broken down into 3:  Informational appeal  Emotional appeal  Moral appeal
  • 64.
    Step:4: Media planning:Step:4:Media planning: A media planner needs to answer the following question:  What audiences do we want to reach?  When & how to reach them?  Where to reach them?  How many people should be reached?  How often do we need to reach them?  What will it cost to reach them.
  • 65.
    Types of MediaVehicles:Types of Media Vehicles:  Print media: Newspaper, magazines, pamphlets, visiting cards, yellow pages etc.  Broadcast media: Radio, T.V, Cinema.  Out door Advertising: Bill boards, hot air balloons, wall writings, hoardings etc.  Transit advertising: buses, loud speakers  Specialty advertising: T-shirts, caps, cups etc.  Internet
  • 66.
    Step:5:Evaluating the effectivenessof advertisements:Step:5:Evaluating the effectiveness of advertisements: The advertising program should evaluate both the communication effect and the sales effect of advertising regularly. Measuring the communication effects of an advertisement- copy testing- tells whether the ad is communicating well. The sales effect of advertising are often harder to measure than the communication effect because sales are effected by many factors besides advertising- such as product features, price and availability.
  • 67.
  • 68.
    • Step 1– Briefing • Step 2 - Set the Objective • Step 3 – Research • Step 4 - Target Audience • Step 5 - Media Selection • Step 6 - Sett the Budget • Step 7 - Designing n Creating the Ad • Step 8 - Perfection • Step 9 - Place n Time of Ad • Step 10 – Execution • Step 11 – Performance
  • 69.
    • Step 1- Briefing: the advertiser needs to brief about the product or the service which has to be advertised and doing the SWOT analysis of the company and the product. • Step 2 - Knowing the Objective: one should first know the objective or the purpose of advertising. i.e. what message is to be delivered to the audience?
  • 70.
    • Step 3- Research: involves finding out the market behavior, knowing the competitors, what type of advertising they are using, what is the response of the consumers, availability of the resources needed in the process, etc. • Step 4 - Target Audience: identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For e.g. if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it.
  • 71.
    • Step 5- Media Selection: one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy are successfully reached. • Step 6 - Setting the Budget: advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company.
  • 72.
    • Step 7- Designing and Creating the Ad: first the design that is the outline of ad on papers is made by the copywriters of the agency, then the actual creation of ad is done with help of the art directors and the creative personnel of the agency. • Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect to enter the market.
  • 73.
    • Step 9- Place and Time of Ad: the next step is to decide where and when the ad will be shown. The place will be decided according to the target customers where the ad is most visible clearly to them. The finalization of time on which the ad will be telecasted or shown on the selected media will be done by the traffic department of the agency.
  • 74.
    • Step 10- Execution: finally the advertise is released with perfect creation, perfect placement and perfect timing in the market. • Step 11 - Performance: the last step is to judge the performance of the ad in terms of the response from the customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted people, was the advertise capable enough to compete with the other players, etc. Every point is studied properly and changes are made, if any.
  • 75.
  • 76.
    STP-STRATEGY FOR ADVERTISING Deciding on amarketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about: •who the customer is, •how to contact them, and •what the message should be.
  • 77.
    Segmentation Dividing the marketinginto distinct groups Drill –I: • Who are the potential customers? • How many sub-groups should you divide them into? • How do these groups differ?
  • 78.
    Drill –II: • Whatare their media consumption habits? • What are their expectations and aspirations? • What are their priorities? • What are their buying habits? • Are they likely to have children? • How much money do they give to charity? • How can you help them?
  • 79.
    Marketing Research Methodfor Segmentation • Sales analysis and buying patterns • Questionnaires • Desk research • Website statistics, especially social media • Focus groups • Face-to-face interviews • Specialist market research companies
  • 80.
    Targeting Deciding which ofthese groups to communicate with, and how to talk to them • process of communicating with the right segment(s) and • ensuring the best possible response rate. • The methods you use to target your audience must relate to your marketing plan objectives – – are you trying to generate awareness of a new product? OR – attract business away from a competitor?
  • 81.
    Targeting Process • Evaluationof media channel – Consider the reach, – Frequency, – Media impact and – Target customer exposure. • Deciding which media channel to use – Media choice is a matter of compromise between volume of people versus the personalization of the message
  • 82.
    • Ensuring yourmessage reflects the stages of the purchasing funnel – Identifying the key stages in the customer journey and ensuring communications messages are personalized and relevant • Integrated Marketing Communications – All ads across all media work together towards a common goal by using similar messaging and 'look and feel‘ • Getting the best response – message is relevant and clear – Objectives are addressed clearly
  • 83.
    Positioning How the productor brand should be perceived by the target groups BRANDING AND MESSAGING- • unique selling points (USPs) CORPORATE IDENTITY • ensure that your branding is used in a consistent way throughout the company.
  • 84.
    Functions of AnAdvertising Manager  Planning and Budgeting  Administration and Execution  Coordination with other departments  Coordination with outside agencies and services  Planning and Budgeting Who is handling relations in organization/company ?
  • 85.
    India’s 10 leadingadvertisers by media spend:  Hindustan Lever($376 m)  Paras Pharmaceuticals ($120 m)  Procter & Gamble ($114 m)  Coca-Cola company ($95 m)  Godrej industries ($80m)  Colgate-palmolive ($67 m)  Pepsico ($62 m)  Patanjali  Nirma chemicals ($52 m)  Nestle ($50 m)  Dabur India ($49 m)
  • 86.
    India’s 10 leadingadvertising/PR companies of India:  Ogilvy & mather  J walter Thompson India  Mudra Communivation Pvt Ltd  FCB Ulka advertising Ltd.  Rediffusion- DY&R  Erickson India Ltd.  RK Swamy/BBDO advertising Ltd.  Grey worldwide(I) Pvt. Ltd.  LEO Burnett India Pvt Ltd.  Contract advertising India Ltd.