The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
Proactive and Reactive Public RelationsGranit Ajdini
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
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”
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
Proactive and Reactive Public RelationsGranit Ajdini
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
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”
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
Things to remember while upgrading the brakes of your carjennifermiller8137
Upgrading the brakes of your car? Keep these things in mind before doing so. Additionally, start using an OBD 2 GPS tracker so that you never miss a vehicle maintenance appointment. On top of this, a car GPS tracker will also let you master good driving habits that will let you increase the operational life of your car’s brakes.
What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
What Does the Active Steering Malfunction Warning Mean for Your BMWTanner Motors
Discover the reasons why your BMW’s Active Steering malfunction warning might come on. From electrical glitches to mechanical failures and software anomalies, addressing these promptly with professional inspection and maintenance ensures continued safety and performance on the road, maintaining the integrity of your driving experience.
Core technology of Hyundai Motor Group's EV platform 'E-GMP'Hyundai Motor Group
What’s the force behind Hyundai Motor Group's EV performance and quality?
Maximized driving performance and quick charging time through high-density battery pack and fast charging technology and applicable to various vehicle types!
Discover more about Hyundai Motor Group’s EV platform ‘E-GMP’!
What Exactly Is The Common Rail Direct Injection System & How Does It WorkMotor Cars International
Learn about Common Rail Direct Injection (CRDi) - the revolutionary technology that has made diesel engines more efficient. Explore its workings, advantages like enhanced fuel efficiency and increased power output, along with drawbacks such as complexity and higher initial cost. Compare CRDi with traditional diesel engines and discover why it's the preferred choice for modern engines.
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
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"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
3. • The communications mix involves all the tools you use to communicate
with your customers or potential customers. This could be through
advertising, social media, product packaging, direct marketing, websites,
events, exhibitions – the list goes on!
• Successful campaigns consider all elements of the communications mix.
To see even better results, you must effectively use all areas to create an
integrated multi-channel or omni-channel campaign.
MARKETING THEORIES – THE
COMMUNICATIONS MIX
4. What’s the difference between the marketing communications mix and
the marketing mix?
• They may both include mix in their names, and they do link together – but
they are actually very different tools.
• On one hand, the Marketing Mix is used to shape brand strategies through
factors unique to each business (the 7 Ps – product, price, promotion,
place, physical evidence, people and process).
• On the other hand, the Communications Mix defines the ways you
communicate with your customers, i.e. the tools you use.
MARKETING THEORIES – THE
COMMUNICATIONS MIX
5.
6.
7. • We are very well with the impact that advertising has on our purchase
behavior. Advertising may be in many forms but the three most common
forms are ATL advertising which includes television, radio and print and the
other type is BTL advertising which majorly includes out of home advertising
(OOH) & Third one is TTL advertising which includes social media & events.
• Advertising is strongly used by brands who have deep pockets or who have
a lot of competitors in the market. Advertising requires that you have a
unique advertising message as well. The more unique and impactful the
message, the more is the connect between the brand which is advertising
and the consumers.
• Advertising covers all avenues where a business pays for their message to
be broadcast.
• Television has mostly been confined to brands with deep pockets. However,
with the digital age came more affordable online tools such as social media
advertising.
8. • Successful advertising campaigns can be emotive, creative, eye-
catching, catchy, musical, or even intentionally annoying (anything to
grab attention!)
• Advertisements play a major role in business. The business world is
competitive, and advertising is used to introduce a business, build a
brand and position a company, product or service against the
competition. Advertising delivers strategic messaging and elevates
awareness within the given market.
9.
10.
11. Sale! 50% off selected lines!
• Using various online and offline outlets, sales promotion creates limited time deals or
promotions on products or services in order to increase short-term sales.
When conducting a sales promotion, it's important to consider:
• how much it costs and whether the volume of sales will make up for the lost revenue
• whether it will build loyalty or just attract one-off purchasers
• if the promotion fits with the brand's image
• Loyalty cards are a more recent addition to the sales promotion sphere,
adding important elements such as customer retention and brand loyalty. Discounts or
special offers reward loyal and repeat purchasers. It's also a great way to gather
valuable customer data on purchasing habits and behavior.
12.
13.
14.
15. • Personal selling is face-to-face selling in which a seller attempts to persuade a buyer
to make a purchase. It occurs where an individual salesperson sells a product, service
or solution to a client. Salespeople match the benefits of their offering to the specific
needs of a client. Today, personal selling involves the development of longstanding
client relationships.
• Using their experience, specialist knowledge and communication skills, their aim is to
inform and encourage customers to buy or try a product or service.
• Personal selling is also an effective tool adopted by companies and it include setting
sales appointments and meetings, making presentations and any type of one-to-one
communication to reach targeted customers and strengthen company’s relationship
with customers. Personal selling also allows companies to get for feedback and make
adjustments. This is Relationship-oriented approach. Targeted buyers become more
attentive and Sales force represents a long-term commitment. This is also most
expensive of the promotional mix tools.
18. • Public Relation is a Strategic Communication process that builds mutually beneficial
relationships between organizations and their publics.
• Public relations turns brand messages into stories that appeal to the media and its target
audiences. It amplifies news, strategies and campaigns to create a positive view of a
company through partnerships with newspapers, journalists and other relevant
organisations.
• Some of the main goals of public relations are to create, maintain, and protect the
organization's reputation, enhance its prestige, and present a favorable image.
Different types of PR?
• Strategic communications. Every action that is undertaken by a PR professional should fall
under strategic communication. ...
• Media relations. ...
• Community relations. ...
• Internal communications. ...
• Crisis communications. ...
• Public Affairs. ...
• Online and social media communications.
19.
20.
21.
22. • Direct marketing is a form of advertising that specifically targets a person or
company to generate new business, raise the profile of an organisation or product,
or make a sale. Direct mail, telemarketing and email marketing are all popular types of
direct marketing.
Types of direct marketing
• Direct mail. Direct mail is posted mail that advertises your business and its products
and services. ...
• Telemarketing. ...
• Email marketing. ...
• Text (SMS) marketing. ...
• Leaflet marketing using letterbox drops and handouts. ...
• Social media marketing
23. • In the last few years, Digital marketing was giving tough competition to television
advertising as well as newspaper advertising. As of end quarter of 2016, digital
marketing has practically overtaken Television advertising and has a major spend
amongst all media.
• Off course, the benefit of digital advertising is that even small businesses can get
involved and it is not as costly as Television advertising. As a result, the overall
revenue generated from digital advertising is much more then television or newspaper.
But even then, not only small businesses, even top brands take part in digital
marketing because it helps the brand in reaching the end consumer.
• The key attraction of digital marketing is the personal connect that the brand makes
with the consumer. Your email box, your facebook wall, your twitter feed are your
private space and via social marketing, brands can enter this private space and make
a connection. The brand which really does good campaigns can actually walk away
with a large population of digital followers.
25. Sales Promotion Definition:
• Sales promotion is a marketing strategy where the product is promoted using short-term attractive initiatives to stimulate its
demand and increase its sales.
• This strategy is usually brought to use in the following cases –
• To introduce new products.
• To sell out existing inventories.
• To attract more customers.
• To lift sales temporarily.
Importance of Sales Promotion:
• Sales promotion is a handy technique to fulfil the short term sales goals by persuading potential customers to buy the product. It is
an important promotional strategy to Spread information about the brand to new customers or new market.
• Stabilize sales volume and fulfil short-term sales goals.
• Stimulate demand for a short term by making the product look like a great deal.
Sales Promotion Strategies:
• Sales promotion strategies can be divided into three broad types.
• Pull Strategy :The pull strategy attempts to get the customers to ‘pull’ the products from the company. It involves making use of
marketing communication and initiatives like seasonal discounts, financial schemes, etc.
• Push Strategy :The push strategy attempts to push the product away from the company to the customers. It involves convincing
the intermediary channels to push the product from the distribution channels to the final consumers using promotional and
personal selling efforts. This strategy involves making use of tactics developed especially for resellers, merchants, dealers,
distributors, and agents.
• Hybrid Strategy :A hybrid sales promotion strategy makes use of both the pull and push strategy to sell the product with the least
resistance possible. It involves attracting the customers using special coupons and also providing incentives to the merchants to
sell the brand’s products.
27. COUPONS
• Advantages:
• Some consumer respond to price incentives
• Coupon users are likely brand switchers
• Manufacturer controls timing of drop
• Repeat—coupon chain build brand loyalty
• Induce users to try upscale model
• Disadvantages:
• Current users use coupons, reducing profits
• High cost of administering coupon program
• Fraudulent use of coupons
• False redemption by consumers and retailers
28. PRICE-OFF & PREMIUMS
• 10-25% price reduction incentive
• Comes out of manufacturer’s pocket
• Regular users often stock up on product
• Products offered free as premium
• Products inserted inside other products
• Free Printer with laptop purchase
• Products exchanged for proof of purchase
• Might be an additional amount of same product
29. SAMPLING AND TRIAL OFFERS
• Useful for new products
• Existing products with weak market shares in specific geographic areas
• Types of Sampling:
• 1. In-store sampling
• 2. Door-to-door — newspaper insertion
• 3. Mail sampling — targeted zip codes
• 4. On-package sampling — shampoo to conditioner
• 5.Mobile sampling —
• 6. Trial offers — free for a limited time
30. PRODUCT PLACEMENT
• Products inserted into movies and TV
• Started with Reese’s Pieces in ET
• Firms specialize in product placements
• Reality TV, Sitcoms, Film, Sports
31. OBJECTIVES FOR CONSUMER SALES
PROMOTION
• Stimulating trial purchase
• E.g., Free trial product / Coupons
• Stimulating repeat purchases E.g., Frequent flyer / Hotel rewards programs
• Stimulating larger purchases E.g., Two-for-one price reduction
• Introducing a new brand E.g., Trials inserted into newspapers
• Combating competitor’s strategy
• Discount response to competitor’s product launch
33. DISTRIBUTION CHANNEL
• . Distribution Channels
A set of interdependent organizations (intermediaries) involved in the process of making a
product or service available for use or consumption
• Nature and Importance of Distribution Channels
Distribution channels is the circulatory system of a hospitality company
Competition, a global marketplace, electronic distribution techniques have increased the
importance of distribution.
In the global economic market, companies should create innovative ways to approach to new
and existing markets
34. DISTRIBUTION CHANNEL FUNCTIONS
• Information
Gathering and distributing marketing research and intelligence information about the marketing
environment.
• Promotion
Developing and spreading persuasive communications about an offer
• Contact
Finding and communicating with prospective buyers
• Matching
Shaping and fitting the offer to the buyer’s needs, including such activities as manufacturing,
grading, assembling, and packaging.
36. WHAT IS AD APPEALS?
• Advertising appeals are communication strategies that marketing and advertising
professionals use to grab attention and persuade people to buy or act.
• You (or your communication) appealed to people because you were credible, you
affected their emotions, or you made logical sense.
• The idea was that, if you can establish yourself as credible (ethos), for example, you are
more likely to persuade people.
37. TYPES OF APPEALS
• How do ads always manage to tug on our heartstrings or provoke some kind of
feeling that makes us want to take action? It’s all about the types of advertising
appeals used to grab the viewer’s attention.
• There are two main categories of advertising appeals for you to incorporate into
incorporate into your designs –
1. Emotional Appeals
2. Rational Appeals
38. EMOTIONAL AD APPEALS
• Appealing to your aaudience's emotions can be achieved through strong imagery, impactful
text or powerful music. An emotional advertising appeal depends more on feelings and
perceptions than logic or reason to provoke action.
• Types of emotional Ad Appeals
• Personal Appeal ° Music Appeal
• Social Appeal ° Youth Appeal
• Humor Appeal ° Brand Appeal
• Popularity Appeal
39. PERSONAL APPEAL
• The Personal Appeal, also known as the Emotional Appeal, is one of roughly advertising
strategy that marketing professionals use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be persuaded.
• For Example
For your safety the best Appealing
concern to deliver you the
Safety message can be seen in this
This example
40. SOCIAL APPEAL
• The Social Appeal attracts audiences to a product or service by giving them a sense of
social acceptance.
• Encourages people to buy a product or service because everyone
else is doing it.
For Example
Tata Tea Jaago Ry Campaign
Peruvian Cancer Foundation
https://youtu.be/neprj_f_ffg
https://youtu.be/XkJP2l19JVs
41. YOUTH APPEAL
• Youth appeal is apparent in ads that offer medications aimed at older adults, adult diapers,
erectile dysfunction solutions, hearing aids, dentures, emergency call buttons, living
community centres and other products or services for the elderly.
• For Example
• Snickers
• Addidas Break Free Campaign
• https://youtu.be/gXfLl3qYy0k
• https://youtu.be/GkAnLtqWDhc
42. ENDORSEMENT APPEAL
• Celebrities, athletes and big-name influencers are used quite often to endorse
products in order to stir popularity despite having nothing (or little) to do with their
creation, direction or knowledge of the industry.
• For Example
• Sprite The Spark
https://youtu.be/0nBxcMImubk
43. POPULARITY APPEAL
• Companies often place their logos all over their clothing or disposable products (like Starbucks
coffee cups) to help showcase just how popular their products are.
• Buzz is particularly helpful for increasing brand awareness and creating anticipation and
excitement for the product or service you offer
• Example
• Pepsi Black
• https://youtu.be/XsbnIpFBD54
44. MUSIC APPEAL
• The music here makes the user feel excited and
inspired to imagine what the product could do in his or
her life. The right music can add to the emotion of an
ad and encourage a faster purchase decision.
• For Example
• Kohlers TV
• The snappy music that backs this Kohler TV commercial
adds a happy energy that wouldn’t have been achieved
by bright colors and quick shot transitions alone.
45. RATIONAL ADVERTISING APPEAL
• On the other side of the advertising spectrum lie rational appeals. Many ad approaches are based
on objective facts, logic and reasoning.
• Rational appeals can be very useful even with emotional subjects, helping target audiences identify
the value of a product in an indisputable way.
• Types of Rational Ad Appeals
• Scarcity Appeals
• Contrasting Appeals
• Status Appeal
• Beauty Appeal
• Transparent Appeal
46. STATUS APPEAL
• Apartments, furniture stores, fashion brands and many other
companies also lean on a level of status to appeal to consumers
concerned about where they are at, how they are viewed, and where
they are headed.
• For Example
• BMW
• There is no question that these nice, patent-leather work shoes were
chosen for a reason: status. The point of this ad was to get the viewer
to identify the product with a certain class.
• While the manufacturer (BMW) is actually selling a car, classy shoes
(clearly abused by a love for the acceleration pedal) give a status
appeal that is somewhat subliminal in its messaging.
47. CONTRAST APPEAL
• Contrast can be a subtle way to prove your
brand is a level or two above the
alternative.
• For Example
• In this IKEA Ad, there is a clear contrast
between those who “unboxed” their
balconies with IKEA style products and the
neighbours surrounding them
48. TRANSPARENT APPEAL
• Not everything about your brand is ideal.
Transparency can help show a realness to your
brand that appeals to customers because it is
authentic.
• Example
• Volkswagen caught people’s attention in the
Netherlands when they showed the flaws in one
of their car models in order to advertise a new
option. Stunt doubles were suspended behind the
car to show the additional room that the new
Tiguan All space could offer.
https://youtu.be/CbZcJkaiGhs
49. SCARCITY APPEAL
Scarcity increases the feeling of value and
makes the customer but on impulse.
• For Example
• Coke boosted their brand appeal with a
limited time campaign that personalized
bottles with names and titles. People rushed
out looking for the names of their family and
friends to keep, photograph or gift.
50.
51. • It defines how much to spend on advertising.
• It is one of an important decision.
• It will not be same for every companies & industries.
Factors to consider whole setting advertising budget:
• Stages in the product life cycle: New product have to spend more on
advertising than existing products.
• Market share and consumer base: Companies which have high market
share usually require less for advertising. eg: Apple products.
• Advertising frequency: Number of repetitions needed to put.
• Competition: A product which facing high competition have to spend more on
advertising.
• Product substitutability: Commodities like beer, soft drinks, cigarettes etc
require heavy advertising to establish a different image.
What is an advertising budget?
52. We Proposed the below mediums for the spread of this Campaign.
• National TV Channels
• Radio spots
• Print & E- Mag (Sunday Times, Weekend, Social Diaries, Paparazzi, OK Pakistan, Grazia,
FHM, etc.)
• OOH Campaigns Targeting main metro cities of Pakistan
• Strong PR Activation with Bloggers to create word of mouth in Society
• Campaign Activation at Store Levels (Fashion Meet up with Bloggers and Celebrities)
• Social Media Activations with Teaser Campaigns and Grid shots (Instagram, Facebook &
Snapchat)
• You tube (Bumper adds & Skip able Adds)
• Email Marketing
ADVERTISING PLAN
53. Winter Launch 2021
Last Year 2020
Proposed
Last Year 2020
Consumed
2021 Proposed
Creative 50,00,000 48,00,000 60,00,000
ATL:
Print Magazines 500,000 485,000 650,000
E-Magazines 300,000 245,000 400,000
Electronic Media 70,00,000 61,00,000 80,00,000
Radio Channels 30,00,000 28,00,000 35,00,000
OOH 45,00,000 44,98,000 55,00,000
In store:
Category Heads / Danglers 380,000 310,000 450,000
Shelf Talkers
110,000 140,000 224,600
Vertical & Horizontal
Crystal Slim Signs 84,450 65,000 92,000
Marketing:
Shop Lifestyles 1,550,633 1,450,000 17,68,000
Plotter Cuttings 670,000 650,000 775,000
SMS 300,000 300,000 350,000
Digital Media 500,000 500,000 800,000
Total 23,895,083 22,343,000 28,509,600
Target (4th
Nov – 29th
Jan) 989,169,016
0.67
ADVERTISING BUDGETS ALLOCATION