Marketing communication

1. Chapter Three: Advertising
Integrated
Marketing
Communication
HARAR TEACHERS EDUCATION AND
BUSINESS COLLEGE
email: Abdulmalikmushag@gmail.com

2. Chapter Three: Advertising
• 3.1. Advertising
• 3.1.1. Nature of Advertising
• 3.1.2. Advantages and limitations of advertising
• 3.2. Advertising campaign management

3. 3.1. Advertising
• Advertising is an industry used to call the attention of the public to
something, typically a product or service.
• It is a means of communication in which a product, brand or service is
promoted to a viewership in order to attract interest, engagement, and
sales.
• Advertising is Paid form of non personal communication about an
organization or its products that is transmitted to a target audience
through a mass/broadcast medium.

4. Nature of Advertising
Used by many types of organizations including Churches, Universities, Civic groups and
charities, politicians!! Need to consider the following issues:
• Does the product possess unique, important features to focus on Unique Selling Point
(USP)
• Are the hidden qualities important to the buyers
• Is the general demand trend for the product adequate
• Is the market potential for the product adequate
• Is the competitive environment favorable
• Is the organization able and willing to spend the required money to launch an
advertising campaign

5. Advantages of Advertising
1. Mass Reach
• Through advertisement we can cover a large geographical area. Thus,
by reaching a large number of people, a manufacturer can make them
aware of his products.
• For example, an advertisement in a newspaper or news channel
• More awareness obviously leads to more demand. Hence, manufacturer
will sell more & profit more.

6. 2. Enhancing Customer Satisfaction and
Confidence
• Advertising informs potential customers about a product and assures
them about its quality.
• Even for existing users of a product, its ad is welcome.
• They tend to associate themselves with the ad and feel reassured about
the product as well as about their decision.

7. 3. Expressiveness
• Advancement of technology has promoted the use of computers,
designs, graphics etc. in advertisement thus making it more attractive
and forceful.
• it’s really advertising only that can reveal the latent quality and beauty of
a product to the world at large.

8. 4. Economy
• Advertisement reaching a large number of people leads to more
benefits in comparison to its cost. Through advertisements demand can
be created.
• To meet the demand, manufacturer has to produce more. Increase in
production helps in lowering the per unit cost of production. Thus, it
helps in increasing the profitability of an enterprise.
• it is bound to boost nation’s economy

9. Limitations of the campaign
1. Less Forceful
Absence of personal touch makes advertising less forceful. Paying
attention to the message is not compulsory for the customers.
2. Lack of Feedback
• It is very difficult to judge the effectiveness of an advertising message as
there is no accurate feedback regarding its impact.

10. Cont.…
3. Inflexibility
• Advertising message is standardized and hence cannot be changed
according to the requirements of different customers.
4. Low Effectiveness
• An increase in the volume of advertising has made it difficult to make
any advertising message in general to be received properly by the
target customers.

11. 3.2. Advertising campaign management
• A marketing campaign is a concentrated marketing effort, usually focused on a
single message, to achieve one specific goal. This message is spread across
multiple channels. A marketing strategy or plan can have several campaigns
running simultaneously. For example, you could have one campaign to build
awareness and another to drive renewals.
• Marketing campaign management is a wide-ranging effort, involving several
stages including: planning, executing, tracking, and analyzing/optimizing a
campaign.

12. 1. Identify and understand who your target
audience is
• Before you start the tactical planning process, you need to understand
who your customers are and where to reach them so you can anticipate
what actions they will take and when they will take them.
• If you don’t understand your targeted audience, your campaign will
waste time, money, and effort.

13. 2. Set campaign objectives to fit your goals
and budget
• Identify clear and specific campaign objectives and metrics,
• determine how those objectives fit your organization's goals
• generate a campaign budget to support the actions needed to reach
those goals.

14. 3. Develop a customer/audience
segmentation strategy
• Properly segmenting your audience drives campaign efficiency,
provides better customer experiences (CX), and increases conversions.
• If you can segment your audience correctly, you can create a unique
experience for each person and address their needs as well.

15. 4. Determine an ideal marketing mix in terms
of content and channels
• The channels you select and the content you develop are based on your
goals and audience.
• For example, lead generation campaigns could use TV advertising,
email marketing, account-based marketing, or social media advertising.
• Thought leadership campaigns could use blogging or content marketing.

16. 5. Create compelling offers
Motivate your targets to take the desired action, such as
• clicking through to the offer,
• visiting a store,
• leaving a review, or another step in the buyers’ journey

17. 6. Use analytics to measure campaign
success
• identify the metrics you will use to determine if your campaign was
successful. But this is only a framework. As the campaign continues,
business goals might evolve, stakeholders may change, and the target
audience may shift (especially true for campaigns targeting
teenagers/tweens or fast-growing startups).
• That’s why campaign management is so crucial. The transition from a
list of business goals to a successful multifaceted, multichannel
campaign requires careful supervision over every aspect—from ad hoc
promotions to SEO.

18. Thank You!
End of chapter 3