This document discusses advertising strategy and planning. It defines advertising and examines its importance and objectives. Advertising aims to gain attention, hold attention, create an impression of a problem, suggest a product solves that problem, and provide an emotional appeal to motivate action. The document outlines advertising theories like AIDA (Attention, Interest, Desire, Action) and the 5 M's (Message, Media, Money, Motivation, Measurement). It also discusses objectives, types, roles, functions, and elements of an advertising plan including targeting audiences, message strategies, and media strategies. Major advertising media are also listed.

1. Advertising Strategy

2. Aims & Objectives
To gain an understanding of the role of advertising within
the marketing communications mix
To examine communication and advertising theories and
their relationship with consumer behaviour
To develop knowledge of advertising strategy and
planning
To gain an understanding of various production
techniques
To appreciate the complexities of evaluation.

3. I. Advertising simply means a way of communication that
reaches all types of sector
II. It provides information and creates awareness among
people relating to a product etc
III. Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified
sponsor.
IV. Basically, advertising is a very artistic way of
communicating with the customers. The main
characteristics one should have to get on their objectives
are great communication skills and very good convincing
power.
What is Advertising ?

4. Advertising plays a very important role in today’s age of
competition.
Advertising is one thing which has become a necessity for
everybody in today’s day to day life, be it the producer,
the traders, or the customer.
I. Advertising is important for the customers
II. Advertising is important for the seller and
companies producing the products
III. Advertising is important for the society
Importance of Advertising :

5. AIDA principle :

6. 5 M’s of Advertising :

7. Purpose of Advertising :
Get attention.
Hold attention.
Create impression of a problem related to the
function of the product or service presented.
Plant idea that the problem can be solved only by
using the product or service.
Finish with strong emotional, logical, or ethical
appeal to motivate audience to take action.

8. Types of Advertising objective :
Informative Advertising
•New product, New service,
•New Features, Re-launch.
Persuasive Advertising
•Comparative Ads
Reminder Advertising
•Continuous Ads
Ex. Coca Cola

9. Role of Advertising :
1. Marketing Role
2. Communication Role
3. Economic Role
4. Social Role

10. 1. Trial : the companies which are in their introduction stage generally work for
this objective. The trial objective is the one which involves convincing the
customers to buy the new product introduced in the market. Here, the
advertisers use flashy and attractive ads to make customers take a look on the
products and purchase for trials.
2. Continuity :this objective is concerned about keeping the existing customers
to stick on to the product. The advertisers here generally keep on bringing
something new in the product and the advertisement so that the existing
customers keep buying their products.
3. Brand switch :this objective is basically for those companies who want to
attract the customers of the competitors. Here, the advertisers try to convince
the customers to switch from the existing brand they are using to their
product.
4. Switching back :this objective is for the companies who want their previous
customers back, who have switched to their competitors. The advertisers use
different ways to attract the customers back like discount sale, new advertise,
some reworking done on packaging, etc.
Objectives of Advertising :

11. I. Builds awareness of products and brands.
II. Creates a brand image.
III. Provides product and brand information.
IV. Persuades people.
V. Provides incentives to take action.
VI. Provides brand reminders.
VII.Reinforces past purchases and brand experiences.
Functions of Advertising :

12. An Advertising Plan matches the right audience to the right
message and presents it in the right medium to reach that
audience
It has three elements.
I. Targeting the Audience : Whom are you trying to reach?
II. Message Strategy : What do you say to them?
III. Media Strategy : When & Where will you reach them?
The Advertising Plan :

13. 1) Magazine
2)Word of mouth
3)Television
4)Newspaper
5)Yellow pages
6)Radio
7)Cinema
8)Internet
9)Railway station board
10)Buses
11)Hoardings etc……
Major Advertising Media :