The inventor created a flying car and wanted to tell more people about it to potentially sell his invention. He realized advertising could help by presenting his invention to a larger audience who may see him as a genius and buy his flying car. He decided to communicate about his invention through advertising to achieve this result.

2. Through lot of innovativeness
technology and creativity
I created a Flying car!!

3. My Friends take a ride, pat my back and go home..
is
the
USE?

4. Well then I thought,
Why not tell a larger audience
about my invention
So, they could buy my Flying car..
People will consider me a
Genius

5. This
I would call
The Result of my
Communication..

6. What is advertising?
“A paid form of non personal
presentation of ideas, goods
and services by an identified
sponsor ”

7. “A paid form of non personal
presentation of ideas, goods and
services by an identified sponsor ”
Presentation or a Sign , a Symbol , an illustration ,
Message in a Magazine , Newspaper,
Commercial on Radio , TV etc.

8. “A paid form of non personal
presentation of ideas, goods and
services by an identified sponsor ”
Not on person-to person basis
Consistency of the message is maintained

9. “A paid form of non personal
presentation of ideas, goods and
services by an identified sponsor ”
Making a consumer’s life better
with an Innovation

10. “A paid form of non personal
presentation of ideas, goods and
services by an identified sponsor ”
Sponsor has control over the content
& Scheduling of the advertisements

11. What? When? How?
Consumer/Market Analysis
Situation Analysis
Competition Analysis
Role of Advertising, sales force,
Marketing Program Price, PR
Objective/Segmentation/Positioning
Advertising Plan Message Strategy
Media Strategy
Facilitating Agencies
Implementation
Social & Legal constraints

12. 6 M’s
Of Advertising
• Mission • Money
• Market • Media
• Message • Measurement

13. 1
Mission
In other words
Advertising Objectives

14. What we think….
Sales
Sales SALES Sales
Sales Sales
Sales
Sales
SALES
Sales
SALES
Sales Sales Sales

15. ADVERTISING
PRICE
DISTRIBUTION
PACKAGING SALES
PRODUCT
COMPETITION
CONSUMER TASTE/NEEDS
QUALITY

16. New Customers
Advertising Immediate Sales Future sales
Change Attitude
Improve Image

17. Educate/Inform Audience
-Building product awareness
-New offers
-Product modifications (new improved)
-Informing about Dealers/Retailers
Objective #1

18. Increase usage of the product among
the same segment
Objective #2

19. Capturing new segments and consumers
Objective #3

20. Create Brand Image & Symbolic Appeal
Objective #4

21. Summing up Objectives
1. Educate/Inform Customers
2. Increase usage of the product among the same segment
3. Capturing new segments and consumers
4. Create Brand Image & Symbolic Appeal

22. 2
Market
Covers
Segmentation & Competition

23. Market Segmentation
Demographics Psychographics
– Age – Attitude
– Gender (Environment,
– Income Health,
– Geographical Beauty….)
Location – Lifestyle
– Educational Level – Culture & Ethnicity

24. Competition
Brands of same product category
Other products/categories
Advertising programs of competitors
Opportunities
Threats

25. 3
Message
Covers
Positioning & Execution

26. Positioning
The brand position is the set of associations that
has been occupied within the consumer’s mind
about the brand.

27. Brand Positioning
Addiction Last Long
Axe Increased attention males receive from
eager and attractive, females

28. Positioning Can be on the basis of
Price & Quality Product feature
Product User
Competition

29. How to reach a Positioning?
Axe, Set-Wet….
Competition Composition that remains for a long time
Brand Feature Single-minded Preposition
Good unique Fragrance
Composition that remains for a long time
Lower Price
….
Positioning
Attractive Fragrance
that Last Long
Young, smart, material driven,
Be at their best all the time
Consumer Taste/Needs Consumer Insight
A fragrance that makes me look best all the time
Knowing the Product
Personal care, Lifestyle

30. Positioning: An Example
Avis vs Hertz (Rent-a-Car Service)

31. Message Processing
Attention Comprehension Perception
Message Execution
- Creative
- Channel
- Social-responsibility review

32. 4
Money
In other words
Budget

33. Amount of money that is company willing
to spend on advertising and promotion.
Driven by:
Product Life Cycle (PLC)
Market Share
Consumer Base
Competition
Product Sustainability

34. 5
Media

35. Receiver
Channel
Message

36. Decided on the basis of:
Objective
Target Audience
Budget
Competition

37. Choosing the right Media Channel
• Reach
• Frequency
• Impact
• Timings
• Geographical Location
• Conviction

38. Media Spends & Usage in India

39. 6
Measurement

40. Measurement
Through
Sales
Measurement
through

41. How does advertising work?

42. AIDCA Approach
Attention
I nterest
D esire
C onviction
Action

43. AIDCA Analysis Attention: A full page colored adv.,
large picture of Neil Nitin & a female model,
completely different metal scratched look.
At this stage the reader has got an idea of
what he would be reading.
Interest: Large headline clearly states
what the product is and the name.
Reader now comes to analyzing the facial
expression and body of the two characters.
Desire: A desire for the product is
generated though the whole outlook of the
adv. The adv. Clearly states the positioning
and the benefits of the product.
Conviction: At this stage the consumer
analyzing the product and it’s benefits. The
mention four exciting fragrances enhance
his benefits.
Conviction is also generated through
celebrity endorsement.
Action: The product itself explains it’s
availability and stores it would be available.
But a good adv. should have some modes
of action written on it.

44. Hierarchy of Effects
100% target audience
75% aware of the product
50% show some interest in the product
30% preferred the product
25% tried the product
15% Repurchase

45. Advertising is parasitical.
Ads cause false & materialistic demands for
things that people do not want.
There is no need to continue advertising,
for an established product.
Advertising causes costly competition and
higher prices.
Myths About Advertising