Downloaded 399 times
More Related Content
advertisments
- 1.
- 2.
- 3. • Advertising isany form of paid non-personal presentation of ideas, goods, or services for the purpose of inducing people to buy. weeler . D E F I N I T I O N
- 4. MEANING • The wordadvertising is derived from two Latin Words ‘Ad’ and ‘Verto’. • Ad – towards • Verto – I turn • Literally it means to turn the people’s attention to a specific thing.
- 5. “ Never writean advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.” “ Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.”
- 6. Advertising Planning Process AdvertisingObjectivesAdvertising Objectives Budget DecisionsBudget Decisions Creative StrategyCreative Strategy Campaign EvaluationCampaign Evaluation Media StrategyMedia Strategy Brand Positioning Target Market
- 7. • ADVERTISER SHOULDKNOW THE TECHNIQUES OF ATTRACTING A PARTICULAR PRODUCT AND WHETHER THE PRODUCT WILL BE ACCEPTED BY THE PEOPLE. • IT SHOULD EVEN KNOW ABOUT THE FINANCIAL CONDITION IN THE MARKET. • THE ADVERTISING SHOULD BE SIMPLE SHORT AND WITH CORRECT HOW DOES ADVERTISING WORK?
- 9.
- 10. Functions To differentiatethe product from their competitors To communicate product information To urge product used To expand the product distribution To increase brand preference and loyalty To reduce overall sales cost Creates new demands
- 11.
- 12. • INTERNET • TELEVISION •NEWSPAPER • MOBILE PHONES • RADIO • MEDIA • PAMPLATES • BANNERS OR HOARDINGS SOURCES OF ADVERTISEMENT
- 13.
- 14.
- 15.
- 16.
- 17.
- 18. Primary services ofAdvertising agencies • complete a marketing analysis. • develop an advertising plan. • prepare a creative strategy. • create advertising executions. • develop and implement a media plan. • handle billing and payments. • integrate other marketing communications.
- 19. Advertising AgencyAdvertising Agency Amarketing specialist firm that assistsA marketing specialist firm that assists the advertiser in planning and preparingthe advertiser in planning and preparing its advertisements.its advertisements. They have specialists who know allThey have specialists who know all about the effect of different advertisingabout the effect of different advertising methods and can help a company withmethods and can help a company with their strategytheir strategy
- 20. Types of AdvertisingAgencies • Full Service Agencies • Modular agencies • In house agencies • Role of advertising agencies
- 21.
- 22. Manufacturers & Advertising Increases and stabilizesthe sales turn-over Maintains the existing market and explores the new Controls product prices
- 23. Middleman & Advertising Guarantees quicksales Minimum efforts Makes retail price maintenance possible Sales forecasting Publicity
- 24. Sales-force & Advertising Facilitates selling Reduces sales-man’s burden of job Instills self confidence
- 25. Consumers & Advertising Driving –forcein decision making Ensures better quality products at reasonable prices Saves good deal of time
- 26. Society & Advertising Uplifts theliving standard Generates gainful employment oppurtunities Provides new horizons of knowledge Upholds the culture of a nation
- 27. LIMITATIONS Limited capacity Rigid Unbelievable Conditional
- 28. Effects of Advertising onChildren
- 30. Unhealthy Ad’s • Kidsare filled with advertisements for junk food and fast foods • Kids see one food commercial every five minutes during Saturday morning cartoons, most of them for foods high in fat, sugar and calories (great schools.net)
- 31. Advertising food affectsdiet • Many of the advertisements that children are being exposed to are food ad's. • These ad's are mostly products of low nutrition value. • McDonalds spends roughly $570 million a year on advertising. • These ad's effect children because they will most likely lead to obesity.
- 32. Protecting Children from Advertising •Demands should be made on the FTC to make the first move and create more strict rules about marketing to children since they are the ones who control what we watch on tv
- 33. Children are Affectedby Ad’s Advertising is a multi million dollar project that has an huge influence on children Kids are literally assaulted from morning to night. The ad industry targets them in their home, in the school, and virtually all points in between (essential.org) Children under 12 already spend a whopping $28 billion a year. Teen- agers spend $100 billion. Children also influence another $249 billion spent by their parents (about.com)
- 34. ANCIENT WAYS OF ADVERTISING ANCIENTWAYS OF ADVERTISING
- 35.
- 36.
- 37.
- 38.
- 39. To differentiate theproduct from their competitors GARNIER FRUCTICS
- 40. Characteristics • Non personalform of Communication aimed at a target audience . • Used by Commercial , Not for Profit Organizations and the Government . • Advertising is paid for . • Most advertisements are ultimately concerned with selling . • It is the major element of Promotion
- 41. Classification of Advertising •On Geographical basis : Global National Regional Local o On Target Group basis : Consumer Professional Industrial Corporate Trade • On basis of Demand : Product demand Brand demand o Advertising of service : Hotel services Education services Transportation services Hospitality services Financial service o Idea advertising
- 42.
- 43.
- 44. AIDA Advertisers should seek: A – Increase Awareness I – Create Interest D – Develop a desire A – Actions that Encourage customers to buy Advertising seeks to move potential buyers through these stages .
- 45.
- 47. The Advertising Campaign •When developing a marketing communication strategy, you do not restrict your plan to just advertising • Many things are also done such as direct mailing, PR, special events, radio, media
- 48. Celebrity Marketing • Having celebritieslend their name and influence to the promotion of a product.
- 49. Main Parties involvedin Advertising Regulatory Organizations Government Competitions ADVERTISER Facilitating Organizations Advertising Agency Media Research supplies Markets and Consumer Behavior
- 50. MARKETING FORCES Advertising Packaging Personal Selling Publicity ProductDesign Availability Display Price FORCES OPPOSING SALES Competition Memory Lapse Sales resistance Market attraction Awareness Conviction Desire Comprehension Action DAGMAR COMMUNICATION SPECTRUM
- 51. Examples of TopAdvertising Agencies • Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. • JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia and Unilever. • Mudra Communication-Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar. • FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul. • Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej.
- 52. Analysis Framework Market Customer AnalysisCompetitor Analysis CompanyAnalysis Marketing Myopia Marketing Strategy Product Price Promotion Place Marketing Orientation Perceptual mapping SegmentationPositioning First mover advantages Branding Pricing process Pricing and innovation (ODI) Going to market (Goodyear) Direct marketing (Calyx) Product Line Strategy (Cambridge)
- 53. Hierarchy of effects CommunicationProcess Awareness Interest Liking, Preference Purchase, Action
- 54.
- 55.
- 56. Who is GenerationY? • 76 million people born between 1978 – 2000 • Millienials, Net Generation, Echo Boomers, Google Generation, iGeneration • Ongoing debate about where to begin and end a generation.
- 57. perception 80% of CEO’sbelieve of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
- 58. 76% of consumersdon’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURELAB IAMTHEMEDIA
- 59.
- 60. 60 LAW OF FEW 10%INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% CREATINGBUZZ
- 61. “I have alwaysbelieved that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...” Philip Dusenberry
Editor's Notes
- #55 All about pushing things out at people. A one way process. Shove, shout, sell.
- #56 Instead of using marketing to shove things out and yell, it’s about creating things that draw people in. Things that make them want to come learn/see/engage more.
- #62 Dusenberry was well-known for his work with one of his major clients, the soft drink giant Pepsi . He devised the advertising slogan "The Choice of a New Generation", and was instrumental in casting celebrities in Pepsi's high-profile advertisements, including Lionel Richie , Don Johnson , Madonna and Michael J. Fox . Dusenberry was overseeing the production of an infamous Pepsi commercial starring Michael Jackson in which Jackson's hair accidentally caught fire when a smoke effect misfired