ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
Discusses about the different media of Advertising use, and the the kinds of Advertising. This slideshow particularly discusses Interactive advertsing, most particularly Kiosks, and Point of Purchase. It also discusses about the difference between Product and Non-Product Advertising, Commercial and Non-commercial Advertising, and Awareness Advertsing.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
Discusses about the different media of Advertising use, and the the kinds of Advertising. This slideshow particularly discusses Interactive advertsing, most particularly Kiosks, and Point of Purchase. It also discusses about the difference between Product and Non-Product Advertising, Commercial and Non-commercial Advertising, and Awareness Advertsing.
what exactly is advertising? What makes it an omnipresent phenomenon and nearly indispensible, particularly in with the level of competitiveness progressing day by day?
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
3. 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
4.
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 of advertising:
MISSION
MEASURE
MENT
MEDIA
MESSAGE
MONEY
5 M’s
5 M’s OF ADVERTISING
8. 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
9. • 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
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 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.
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
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.
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
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-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.
25. 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
26.
27.
28. 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.
29.
30.
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 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
33. Other Types of Advertising
• Brand advertising
• Retail or Local advertising
• Direct-Response advertising
• Business-to-Business advertising
• Institutional advertising
34. 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
35. 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.
36. 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.
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
• 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.
40. 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”
41. 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.
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.
44. 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.
45.
46. 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.
47.
48. 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.
49. 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.
50.
51. 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.
52.
53. 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.
54.
55.
56. 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
57. 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.
60. 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.
61. Step:2: setting the advertising budgetStep:2: setting the advertising budget
Methods:
Affordable approach
Percentage of sales method
Competitive parity method
Objective & task method
62. 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.
63. 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
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 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
66. 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.
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.
76. 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.
77. 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?
78. 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?
79. 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
80. 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?
81. 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
82. • 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
83. 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.
84. 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 ?
85. 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)
86. 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.