SlideShare a Scribd company logo
1 of 161
Download to read offline
ADVERTISING
&
PUBLIC RELATIONS
PREPARED BY
UMAIR
“Advertising involves
communicating the
company’s or brand’s
value proposition by
using paid media to
inform, persuade and
remind consumers”
Public relation involves
building good relations
with various company
publics-from consumers
and the general public to
the media, investor,
donor and government
publics.
.
15 minutes could save you 15% or
more on car insurance!
Until about ten years ago, GEICO
was a little known NICHER in the
auto insurance industry. BUT
NOW, thanks in large part to an
industry changing advertising
campaign featuring a LIKEABLE
SPOKES-LIZARD and an enduring
tagline, GEICO has grown to
become a major industry player.
MIRACLES OF ADVERTISING
 GEICO was created in 1936
 Initially, GEICO stood for Government
Employees Insurance Company
Targeted customer
o Govt. Employees
o Non-Commissioned Military
Officers
For nearly 60 years GEICO
relied on:
 Direct mail advertising
Telephone
• 1994 GEICO took Decision of
Expansion.
• To increase its Customer Base GEICO
hired Martin Agency an advertising
firm.
• 1995, GEICO spent $10million on
advertising and launch its First
national TV, Radio and Print ads.
• In 1996, Warren Buffet bought the
company and told the marketing
group to “speed things up”
 Fastest growing major auto insurer in the U.S with
growth of 8.9% in 2008.
 23,000 Employees Associates.
 Provide 24 hours service, 7 days a week, 365 days a
year.
 Geico has assets of over $24.4 billions.
At the time, when Competitors
were using serious and
sentimental pitches, GEICO to
make its advertising stand out
decided to deliver its PUNCH
LINE with HUMOR.
The creative approach worked
and sales began to climb.
Difficulties in pronouncing
GEICO.
Use of GECKO ( Green Lizard)
Pop Culture Brand Icon.
One of American’s top two
favorite Icon.
 Life Insurance
 Auto Insurance
 Motorcycle Insurance
 Home and Renter’s
Insurance
 Boat Insurance
 Umbrella Insurance
 Get a rate quote for your
new car, cycle, boat, or
home
 Access your current policy
 Make changes to your
policy
 Pay your premiums in full
or installments
 File a claim
To keep its advertising fresh &
entertaining, GEICO has added
several new mini-campaigns.
 Good news
 Caveman
 www . Goldengecko . Com
And many more!
Spots address the
difficulties of
getting drivers to
switch insurance
companies.
Even A
Caveman Can
Do It
Designed to bring younger buyers to
the GEICO web site by showing them
how easy it is to purchase insurance
online.
 To appeal young drivers, GEICO
launched an internet website at
which it invites people to post
their own 15 second ads.
 RESTRICTIONS:
 The ads must use gecko.
 They must be funny.
 Low rates- competitive rates and
extensive discounts could save you 15% or
more
 Great Service- can be reached night or
day 365 days a year by phone or online,
deal directly with GEICO- not insurance
agents, get claims settled quickly and
fairly
 Financial strength- will always have
resources to pay your claims
.
Double digit profits in
past 5-years.
Changed the face of the
Auto Insurance Industry.
 Geico News Letters
 Geico Direct Magazine
 Geico Commercial
 Geico Careers
 Geico Merchandising
Environmental Safety & Pollution
Prevention
GEICO is concerned about the environment
and requires selected auto body repair shops
to pass an environmental and safety training
program.
A Word from Our Sponsor
Gecko-mania Sweeps Country
The GEICO Gecko has
become a force to be
reckoned with in the
advertising world and
was voted America's
favorite advertising icon
in 2005. Our small green
friend has traveled the
country spreading the
good news about GEICO
and has captivated
audiences of all ages
15 minutes could save you 15% or
more on car insurance!
Setting Advertising Objectives
Setting Advertising Budget
Developing Advertising Strategy
Evaluating Advertising campaigns
OBJECTIVESETTING
Communication
Objectives.
Sales
Objectives.
BUDGETDECISIONS Affordable
Approach.
Percent of
Sales.
Competitive
Parity.
Objective and
Task.
ADVERTISING
STRATEGY
MESSAGE
DECISIONS:
• Message Strategy.
• Message Execution.
MEDIA
DECISIONS:
• Reach, Frequency,
Impact.
• Major Media Types.
• Specific Media
Vehicles.
• Media Timings.
ADVERTISING
EVALUATION
Communication
Impact.
Sales & Profit
Impact.
Return on
Advertising.
A specific communication task to
be accomplished with a specific
target audience during a specific
period of time.
Classification of Advertising Objectives
 Informative Advertising
 Persuasive Advertising
 Reminder Advertising
 Communicating customers value
 Telling the market about a new product
 Suggesting new uses for a product
 Explaining how the product works
 Describing available services
 Building a brand and company image
 Building brand preference
 Encouraging switching to your brand
 Changing customer’s perception of
product attributes
 Persuading customer to purchase now
 Reminding consumer that product may
be needed in the near future
 Keeping it in consumer’s mind during
off-seasons
 Reminding consumer where to buy it
After determining the advertising objectives, the
company next sets its advertising budget for
each product.
“The dollars and other
resources allocated to a
product or company
advertising programme”.
Advertising
Budget
Advertising Budget mostly
depends on;
1. Product Life Cycle Stage
2. Market Share
3. Competitors
4. Product Differentiations
5. Type of Product/Market
 New product typically needs large
advertising budget to build awareness
and to gain consumer trial.
e.g. Olper’s flavored milk: Owsum
 Mature brand usually require lower
budgets as a ratio to sales.
e.g. Medora.
 Building the market or taking share
from competitors requires large
advertising spending than simply
maintaining current share.
 Low-share brand usually needs
more advertising spending as a
percentage of sales.
Brands in a market with many competitors
and high advertising clutter must be
advertised more heavily to be noticed above
the noise in the market.
e.g. Nokia, Samsung & LG Mobiles
 Undifferentiated brands may require heavy advertising
to set them apart.
e.g. Mortein
 In differentiated brands the advertising can only be
used to point out the differences to consumers.
e.g. head&shoulders
 Business to consumers(B2C)
firms tend to spend too much
on advertising.
e.g. Nestle.
 Business to business(B2B)
firms generally underspend on
advertising and rely too heavily
on their sales forces to bring in
orders.
e.g. Paracitamol Medicines.
 The strategy by which the company accomplishes
its advertising objectives.
 It consists of two major elements
1. Creating advertising message
2. Selecting advertising media
 Advertising or marketing clutter refers to the
large volume of advertising messages that the
average consumer is exposed to on a daily basis.
 It bothers consumers.
 It makes audience’ attention lost.
 It causes big problem for advertisers.
 MORE THAN 250 TV CHANNELS TO CHOOSE
FROM
 More than 40 radio channels
 MADISON & VINE
 CREATIVE CONCEPT
MESSAGE STRATEGY
 What is marketing strategy?
 To decide what general message will
be communicated to consumers.
 What is the main purpose of
advertising?
 The purpose of advertising is to get
customers to think about or react to
the product in a certain way.
MESSAGE STRATEGY(CONT’D)
 Message must be
 plain
 Straight Forward
 Advertising must be Appealed
something
 Meaningful
 Believable
 Must be distinctive from Competitor
The approach, style, tone, words
and format used for executing and
advertising message.
 Slice-of-Life
 Life Style
 Fantasy
 Mood or Image
 Musical
 Personality Symbol
 Technical Expertise
 Scientific Evidence
 Testimonial Evidence
 Slice-of-Life
 This shows one or more persons using
the product in a normal setting.
 e.g.Nido
 Life Style:
 This shows how a product fits in with a
life style.
 e.g. Nokia
 Fantasy:
 This creates a fantasy about what might
happen in connection with the use of a
product.
 e.g.
 Dew ,
 Red Bull
 Mood or Image:
 This builds a mood or image around the
product or service such as beauty, love or
serenity.
 Fair & Lovely
 Ponds
 Musical:
 This shows people or cartoon
characters singing about the
product.
 Mortein
 Personality symbol:
This creates a character that
represents the product. The
character might be animated or real.
Safeguard
 Technical Expertise:
 This style shows the company’s
expertise in making the product.
 HELIX
 Scientific evidence:
 This style shows survey or scientific
evidence that the brand is better than
other brands.
 Sunsilk anti-hair fall
 Testimonial evidence or
endorsement:
 This style features a highly
likeable source endorsing
the product.
 The ordinary people saying
how much they like a given
product.
 Harpic
Tone
Words
Format Elements
Illustration
Headline
copy
 illustration
first thing readers
notice
 Headline:
 entice people to
read the copy.
 Copy:
 The main block of text
in the ad must be
simple but strong and
convincing.
Advertising Media:
 The vehicles through which advertising
messages are delivered to their intended
audience.
 Deciding on reach, frequency and impact.
 Choosing among major media types.
 Selecting specific media vehicle.
 Deciding on media timing.
Reach is a measure of percentage
of people in the target market who
are exposed to the ad campaign
during a given period of time.
Reach is most important when
launching new products, extensions
of well-known brands, or
infrequently purchased brands, or
going after an undefined target
market .e.g coolbank,olfruit etc.
Frequency is a measure of how many times
the average person in the target market is
exposed to the message.
Frequency is most important where there are
strong competitors, a complex story to tell, high
consumer resistance, or a frequent purchase-
cycle e.g. ufone, sunsilk, surf excel etc.
Impact is the qualitative value of a
message exposure through a given
medium.
For products that need to be
demonstrated, messages on television
may have more
impact than messages on radio
e.g. Nokia
Products for which consumers
provide
input on design or feature might be
better promoted at a website than
direct mail
e.g. jones soda
Media planners consider
 Target market media Habits.
 Product characteristics.
 Message Characteristics.
 Cost.
 Shift to “Narrowcasting”
from “shotgun”.
 Media multitaskers
 Television
 Newspaper
 Direct mail
 Magazine
 Radio
 internet
Medium
Television
Newspaper
Direct mail
Radio
Magazines
Outdoor
Internet
Advantages Limitations
Good mass marketing coverage; low cost High absolute cost; high clutter; fleeting
per Exposure; combine sight, sound and exposure; less audience selectivity
Motion; appealing to the senses
Flexibility ;timeliness; good local market Short life; poor production quality; small
Coverage; broad acceptability; pass- along audience
believability
High audience selectivity; flexibility; no Relatively high per exposure; “junk mail”
Ad competition within the same medium; image
Allows personalization
Good local acceptance; high geographic Audio only, fleeting exposure; low attention
And demographic selectivity; low cost (the half heard medium); fragmented
audience
High geographic and demographic Long ad purchase lead time; high cost; no
Selectivity; credibility and prestige; high guarantee of position
Quality reproduction; long life and good
Pass-along readership
Flexibility; high repeat exposure; low Little audience selectivity; creative
Cost, low message competition; good limitations
Positional selectivity
High selectivity; low cost; immediacy; Small demographic skewed audience;
Interactive capabilities relatively low impact; audience controls
exposure
Do you think that Is there any alternative
media for advertising any product
 Place Advertising
Marketers use creative and unexpected ad
placements to grab consumers’ attention such
as where they work, play, and shop.
Billboards
Public Spaces
 Billboards use colorful, digitally produced
graphics, backlighting, sounds, movement,
and unusual even three dimensional images.
 Advertisers are placing traditional traditional
TV and print ads in unconventional places
such as sports arenas, office and hotel
elevator, buses, stadiums, parking meters,
mugs, balloons, automobiles.
 Mugs
 Disposable cups
 Jars
 Stadium seats
 Billboards around stadium
 Product placement
Product placement has expended from movies
to all types of TV shows. Marketers pay a lot of
money so that their products make cameo
appearances in movies & on tv.
oIn Game Advertisement
oCovert advertising
 In-game advertising (IGA) refers to the use of
computer and video games as a medium in
which to deliver advertising
 Covert advertising, also known as guerrilla
advertising, is when a product or brand is
embedded in entertainment and media. For
example, in a film, the main character can
use an item or other of a definite brand.
 There are so many ways to communicate
with consumers at (p-o-p).In store
advertising includes ads on shopping carts,
cart straps, aisles, shopping bags etc
SPECIFIC MEDIA
VEHICLES
 Media Vehicle - a specific medium for the transmission of an
advertiser's message
 The media planner now must choose the best media vehicles on
these bases:
 Considerations for selecting Best media Vehicles:
 Favor those vehicles which have lower cost, for reaching most
of the target customer.
 LIKE:
 Today trend mobiles company is frequently using
local newspaper & bill board for advertising.
 Consider the costs of producing ‘ads’
for different media.
Examples:
1. For Candyland,Hoest sweets don’t
use higher cost vehicles.
2.For Land Cruiser, black beery,
motorbike don’t use lower cost
vehicles.
 Balance costs against several media
vehicle’s effectiveness factors:
 The planner should balance costs against
the media vehicle’s audience quality.
 The media planner should consider
audience attention or engagement.
 The planner should assess the vehicle’s
editorial quality.
 The advertiser must also decide how to schedule
the advertising over the course of year.
Some marketers do only seasonal advertising.
 Pattern of ads:
 Continuity
 Pulsing
 Continuity means scheduling ads evenly within a
given period.
 Pulsing means scheduling ads unevenly over a
given time period
Continuity
Continuous scheduling is a pattern of placing ads at a steady rate over
a period of time. There may be short gaps at regular intervals and also
long gaps. This pattern of advertising is prevalent in service and
packaged goods that require continuous reinforcement on the
audience for top of mind recollection at point of purchase. For
instance, LUX soaps, sell all year, but more in summer months.
Advantages:
 Works as a reminder
 Covers the entire purchase cycle
 Cost efficiencies in the form of large media discounts
 Positioning advantages within media
PULSING
Pulsing combines flighting (flighting involves
intermittent and irregular periods of advertising,
alternating with shorter periods of no advertising at all.)
and continuous scheduling by using a low advertising
level all year round and heavy advertising during peak
selling periods. For instance, under-arm deodorants, sell
all year, but more in summer months.
Advantages:
 Covers different market situations
Evaluating Advertising Effectiveness
Advertising accountability and return on advertising
investment have become hot issues for most companies.
Increasingly, top management is asking:
 How do we know that we’re spending the right
amount on advertising?
 What return are we getting on our advertising
investing?
Advertisers should regularly evaluate two types of
advertising results;-
• The communication effects
• The sales and profit effects
Measuring the communication effects of
an ad tells whether the ad and media are
communicating the ad message well.
Advertisement creators get so caught up in
designing a creative, cool advertisement that
they fail to effectively deliver a message that
will facilitate the success of their marketing
communications strategy.
it probably has a high level or at least
a substantial level of creativity in it.
usually creative advertisements have
two traits:
 Originality
 Appropriateness
It deals with how you deliver your
message to the consumers
originality
If it isn't very distinguishable from competitive
advertising, it won't be able to capture the
consumer's attention. (Change in behavior)
The jazz musician Charlie Mingus once said of
creativity and originality, "Creativity is more
than just being different. Anybody can play
weird, that's easy. What's hard is to be as
simple as Bach. Making the simple complicated
is commonplace, making the complicated
simple, awesomely simple, that's creativity."
Appropriateness
it must be appropriate for solving the marketing
objectives, which would probably include increasing
sales and profits. If the advertisement fails to meet
objectives it serves no purpose for both the marketing
plan and the company.
Example:
Good example can be SAFEGUARD they targeted
children by showing the cartoons (safeguard
commander)
Sales and profits effects of advertising
are often much harder to measure.
One way to measure the sales and profits effects of
advertising is to compare past sales and profits with
past advertising expenditures.
Another way is through experiments.
For example
Coca-cola could vary the amount it spends on
advertising in different market areas and measure the
differences in the resulting sales and profit levels.
More complex experiments could be designed to
include other variables, such as differences in the
ads or media used.
RUNNING A COUPON.
One satisfyingly concrete way of tracking how
many customers were exposed to advertising is
to use coupons.
“Marketers are tracking all kind of data and they still
can’t answer the basic questions”
about advertising accountability, says a marketing
analyst, “because they don’t have real models and
metrics by which to
make sense of it”
Thus, although the situation is improving as marketers
seek more answers, managers often must rely on large
doses of judgment along with quantitative analysis when
assessing advertising performance.
In developing advertising
strategy the company must
address two questions:
 How will the company
organize its advertising
function?
 How will the company adapt
its advertising strategies to
the complexities of
International Market?
These Considerations includes the following:
Other Advertising considerations
Organizing for Advertising International
Advertising Decision
Sales Departments
In
SMALL COMPANIES
Advertising Departments
In
Larger Companies
 Most large companies use outside advertising
agencies due to several advantages.
ADVERTISING AGENCY
Firm that Assists Companies
in Planning, Preparing,
Implementing and
Evaluating Their
Advertising
Programs.
Started in Mid-to-late 1800s by salespeople and
brokers who worked for the media and
received a commission for selling advertising
space to companies.
 As the time passed, the
salespeople began to help
customers prepare their ads.
 Eventually, they formed
agencies and grew closer to the
advertisers than to the media.
 Today agencies employs
specialists who can often
perform advertising tasks
better than the company's
own staff can.
 So today, even companies
with strong advertising
departments of their own
use advertising agencies.
 Largest U.S.A company with annual gross revenue
of more than $1.4 billion worldwide
 Includes several large
advertising, public
relations & promotion
agencies with combined
worldwide revenue of
almost $10.5 billion.
 International advertisers face
many complexities not faced
by domestic advertisers.
 The most basic issues is:
Adaptation of
Global Advertising
Adaptation of Global Advertising
(Cont’d)
Some large advertisers have attempted to
support their global brands with highly
standardized worldwide advertising
 JEEP
Jeep has created a worldwide image brand
image of ruggedness and reliability.
Coca Cola’s brand Sprite uses standardized
appeals to target the world’s youth.
Ads of Gillette’s Venus
Razors are almost
identical worldwide
with only minor
adjustments to suit
the local culture.
 Advantages of
Standardized
Advertising.
 Lower advertising cost
 Greater global advertising
coordination
 Consistent worldwide
image
 Disadvantages of
Standardized
Advertising
Ignores the fact that
country markets
greatly differ in their
 Cultures
 Demographics
 Economic Conditions
International advertisers
develop global advertising
strategies, that make their
worldwide advertising
efforts more efficient and
consistent.
e.g. COCA COLA
 Global advertisers face several special
problems.
Advertising Media Costs
& Availability
Regulation of
Advertising Practices
 Alcoholic Products:
Alcoholic products cannot be advertised
in Muslim Countries.
 Food Ads are Banned From Kid’s TV In
SWEDEN & Norway:
To play it safe McDonald’s advertises itself as a
family restaurant in Sweden.
 China bans sending e-mail
for advertising purposes
to people without their
permission.
 China also has restrictive
censorship rules for TV
and Radio advertising.
e.g. words “the best” are
banned, as are ads that
“violate social customs”
“Building good relations
with the company’s
various publics by
obtaining favorable
publicity, building a good
corporate image and
handling or heading off
unfavorable rumors”
 Press relations or press
agency:
“Creating and placing
newsworthy information in the
news media”
 Public affairs:
“Building and maintaining
national or local community
relations”
 Product publicity:
“Publicizing specific
products”
 Development:
“Public relations with
donors or Members of
not-for-profit
organizations to gain
support”
 Lobbying:
“Building relations with
legislators and
government officials”
 Investor relations:
“Maintaining relationship
with shareholders and
others in financial
community”
Strong impact on public awareness
at lower cost than advertising
Greater credibility than
advertising
Publicity is often under used.
Good public relations can be a
powerful brand building tool
 Public relations sometimes described as a
marketing stepchild because of its often
limited use.
 PR Department
Deals with various publics like
stockholders, employees, legislators, the
press etc.
 Anita Roddick built the Body Shop into a
major brand of beauty products:
“The birth of a brand is usually accomplished
with PR, not advertising. Our general rule is PR
first, Advertising second.PR is the nail &
Advertising is hammer”. (Anita)
 PR creates the credentials that provide the
credibility for advertising
News
Special
Events
Written
Materials
Public
Service
Activities
Web Site
Mobile
Marketing
News
PR professionals find or create
favorable news about the
company and its products or
people.
HEC grading system for different
institutions is quoted by the
institutions in their admission
advertisement.
 Special Events
 News Conferences.
 Musical shows.
 Awareness Seminars.
Written Materials
 Annual Reports
 Brochures
 Articles
 Magazines
Audiovisual
Material
 Films
 Slides & sounds programs
 DVD’s
 Online Videos
 Corporate Identity
Materials
 Logos
 Signs
 Stationary
 Business Cards
 Company Cars
 Public Service Activities
Companies can improve public goodwill by
contributing money and time to public service
activities.
 Charity Shows
 Public Awareness Campaigns
Mobile Marketing
Traveling promotional tours that
bring the brand to consumers.
e.g. Omore Advertising Vehicles
Web Site
People look to the Net for the
information, not salesmanship
and that’s the real
opportunity for public
relations
Advertisng and public relation

More Related Content

What's hot

role of advertising
role of advertisingrole of advertising
role of advertisingshifa-aisha
 
Nature of advertising
Nature of advertisingNature of advertising
Nature of advertisingcorrynboyes
 
New Trends in Advertising & Marketing
New Trends in Advertising & MarketingNew Trends in Advertising & Marketing
New Trends in Advertising & MarketingNavin Pamnani
 
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra University
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra UniversityAdvertising management 1 st, 2nd & 3rd topic of Kurukshetra University
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra Universityvidhidhawan
 
ADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIESADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIESRAJWANT KAUR
 
Preparation and Presentation of an Advertisement for Television Media
Preparation and Presentation of an Advertisement for Television MediaPreparation and Presentation of an Advertisement for Television Media
Preparation and Presentation of an Advertisement for Television MediaSourav Mazumder
 
Advertisment presentation final
Advertisment presentation finalAdvertisment presentation final
Advertisment presentation finalLauren Barker
 
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..venkatesh yadav
 
Advertising presentation
Advertising presentation Advertising presentation
Advertising presentation Naoki Yokota
 
Advertising
AdvertisingAdvertising
Advertisingeraj1990
 
Advertising management
Advertising managementAdvertising management
Advertising managementApeksha Sharma
 
Advertising Chapter No,1
Advertising Chapter No,1Advertising Chapter No,1
Advertising Chapter No,1students247
 
9 major types of advertising
9 major types of advertising9 major types of advertising
9 major types of advertisingpamiecheer
 
The purpose of advertising
The purpose of advertisingThe purpose of advertising
The purpose of advertisingSM2 Strategic
 

What's hot (20)

Television as an advertising media
Television as an advertising mediaTelevision as an advertising media
Television as an advertising media
 
role of advertising
role of advertisingrole of advertising
role of advertising
 
Advertising1
Advertising1Advertising1
Advertising1
 
Nature of advertising
Nature of advertisingNature of advertising
Nature of advertising
 
Advg plng n decision making
Advg plng n decision makingAdvg plng n decision making
Advg plng n decision making
 
New Trends in Advertising & Marketing
New Trends in Advertising & MarketingNew Trends in Advertising & Marketing
New Trends in Advertising & Marketing
 
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra University
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra UniversityAdvertising management 1 st, 2nd & 3rd topic of Kurukshetra University
Advertising management 1 st, 2nd & 3rd topic of Kurukshetra University
 
Advertising
AdvertisingAdvertising
Advertising
 
ADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIESADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIES
 
Preparation and Presentation of an Advertisement for Television Media
Preparation and Presentation of an Advertisement for Television MediaPreparation and Presentation of an Advertisement for Television Media
Preparation and Presentation of an Advertisement for Television Media
 
Advertisment presentation final
Advertisment presentation finalAdvertisment presentation final
Advertisment presentation final
 
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
 
Advertising presentation
Advertising presentation Advertising presentation
Advertising presentation
 
Introduction Advertising
Introduction AdvertisingIntroduction Advertising
Introduction Advertising
 
Advertising
AdvertisingAdvertising
Advertising
 
Advertising
AdvertisingAdvertising
Advertising
 
Advertising management
Advertising managementAdvertising management
Advertising management
 
Advertising Chapter No,1
Advertising Chapter No,1Advertising Chapter No,1
Advertising Chapter No,1
 
9 major types of advertising
9 major types of advertising9 major types of advertising
9 major types of advertising
 
The purpose of advertising
The purpose of advertisingThe purpose of advertising
The purpose of advertising
 

Similar to Advertisng and public relation

Brief advertising
Brief advertisingBrief advertising
Brief advertisingsoni9
 
Chapter 16 advertising, sales promotion & public relations
Chapter 16   advertising, sales promotion & public relationsChapter 16   advertising, sales promotion & public relations
Chapter 16 advertising, sales promotion & public relationsMohammed Manamba
 
advertising and types
advertising and typesadvertising and types
advertising and typesJunaid Hassan
 
Marketing Management Unit V.pptx
Marketing Management Unit V.pptxMarketing Management Unit V.pptx
Marketing Management Unit V.pptxIrfaanMeera1
 
Future of marketing
Future of marketing Future of marketing
Future of marketing Shubham Goel
 
Market advertizing
Market advertizingMarket advertizing
Market advertizingSohar Bakhsh
 
Principles of marketing chapter 15 theory
Principles of marketing chapter 15 theoryPrinciples of marketing chapter 15 theory
Principles of marketing chapter 15 theoryPartha Protim Roy Niloy
 
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOUR
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOURIMPACT ON ADVERTISING ON CONSUMER BEHAVIOUR
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOURkezia florence
 
Marketing Essentials: Advertising and Paid Media
Marketing Essentials: Advertising and Paid MediaMarketing Essentials: Advertising and Paid Media
Marketing Essentials: Advertising and Paid MediaSports and Social Change
 
Operational communication IBSM
Operational communication IBSMOperational communication IBSM
Operational communication IBSMGeoffrey Hurth
 
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptUNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
 
A project report on advertising effectiveness
A project report on advertising effectivenessA project report on advertising effectiveness
A project report on advertising effectivenessProjects Kart
 
Advertising and advertising planning process
Advertising and advertising planning processAdvertising and advertising planning process
Advertising and advertising planning processkartiktherealhero3
 
IMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxIMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxsarfaraz karim
 
ADVERTISING 501.pptx
ADVERTISING 501.pptxADVERTISING 501.pptx
ADVERTISING 501.pptxANKITBODDH
 
10 question zhuchaofan
10 question  zhuchaofan10 question  zhuchaofan
10 question zhuchaofanChaofan Zhu
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfFinance Advertising Network
 

Similar to Advertisng and public relation (20)

Introduction to Advertisement & Sales Promotion.pptx
Introduction to Advertisement & Sales Promotion.pptxIntroduction to Advertisement & Sales Promotion.pptx
Introduction to Advertisement & Sales Promotion.pptx
 
Advertising
AdvertisingAdvertising
Advertising
 
Brief advertising
Brief advertisingBrief advertising
Brief advertising
 
Chapter 16 advertising, sales promotion & public relations
Chapter 16   advertising, sales promotion & public relationsChapter 16   advertising, sales promotion & public relations
Chapter 16 advertising, sales promotion & public relations
 
advertising and types
advertising and typesadvertising and types
advertising and types
 
Marketing Management Unit V.pptx
Marketing Management Unit V.pptxMarketing Management Unit V.pptx
Marketing Management Unit V.pptx
 
Future of marketing
Future of marketing Future of marketing
Future of marketing
 
Market advertizing
Market advertizingMarket advertizing
Market advertizing
 
Principles of marketing chapter 15 theory
Principles of marketing chapter 15 theoryPrinciples of marketing chapter 15 theory
Principles of marketing chapter 15 theory
 
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOUR
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOURIMPACT ON ADVERTISING ON CONSUMER BEHAVIOUR
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOUR
 
4604431
46044314604431
4604431
 
Marketing Essentials: Advertising and Paid Media
Marketing Essentials: Advertising and Paid MediaMarketing Essentials: Advertising and Paid Media
Marketing Essentials: Advertising and Paid Media
 
Operational communication IBSM
Operational communication IBSMOperational communication IBSM
Operational communication IBSM
 
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptUNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
 
A project report on advertising effectiveness
A project report on advertising effectivenessA project report on advertising effectiveness
A project report on advertising effectiveness
 
Advertising and advertising planning process
Advertising and advertising planning processAdvertising and advertising planning process
Advertising and advertising planning process
 
IMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptxIMC_All Chapter PPT.pptx
IMC_All Chapter PPT.pptx
 
ADVERTISING 501.pptx
ADVERTISING 501.pptxADVERTISING 501.pptx
ADVERTISING 501.pptx
 
10 question zhuchaofan
10 question  zhuchaofan10 question  zhuchaofan
10 question zhuchaofan
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdf
 

More from Umair Aslam

Meaning of culture
Meaning of cultureMeaning of culture
Meaning of cultureUmair Aslam
 
Mass culture & mass society
Mass culture & mass societyMass culture & mass society
Mass culture & mass societyUmair Aslam
 
Market segmentation,Target Marketing, Market Positioning
Market segmentation,Target Marketing, Market PositioningMarket segmentation,Target Marketing, Market Positioning
Market segmentation,Target Marketing, Market PositioningUmair Aslam
 
Managing profitable customer relationships
Managing profitable customer relationshipsManaging profitable customer relationships
Managing profitable customer relationshipsUmair Aslam
 
Malthusian theory of population
Malthusian theory of populationMalthusian theory of population
Malthusian theory of populationUmair Aslam
 
Introduction to sociology
Introduction to sociologyIntroduction to sociology
Introduction to sociologyUmair Aslam
 
Introduction to money
Introduction to moneyIntroduction to money
Introduction to moneyUmair Aslam
 
Introduction to macroeconomics
Introduction to macroeconomicsIntroduction to macroeconomics
Introduction to macroeconomicsUmair Aslam
 
Impact of deceptive practices on consumer behavior
Impact of deceptive practices on consumer behaviorImpact of deceptive practices on consumer behavior
Impact of deceptive practices on consumer behaviorUmair Aslam
 
Gdp and inventory
Gdp and inventoryGdp and inventory
Gdp and inventoryUmair Aslam
 
Foreign exchange
Foreign exchangeForeign exchange
Foreign exchangeUmair Aslam
 
Direct and online marketing building direct customer relationships
Direct and online marketing building direct customer relationshipsDirect and online marketing building direct customer relationships
Direct and online marketing building direct customer relationshipsUmair Aslam
 
Democracy and human rights
Democracy and human rightsDemocracy and human rights
Democracy and human rightsUmair Aslam
 
Crime and deviance
Crime and devianceCrime and deviance
Crime and devianceUmair Aslam
 
Conceptions of crime and deviance
Conceptions of crime and devianceConceptions of crime and deviance
Conceptions of crime and devianceUmair Aslam
 
Compny n markketing strategy
Compny n markketing strategyCompny n markketing strategy
Compny n markketing strategyUmair Aslam
 

More from Umair Aslam (20)

Meaning of culture
Meaning of cultureMeaning of culture
Meaning of culture
 
Mass culture & mass society
Mass culture & mass societyMass culture & mass society
Mass culture & mass society
 
Market segmentation,Target Marketing, Market Positioning
Market segmentation,Target Marketing, Market PositioningMarket segmentation,Target Marketing, Market Positioning
Market segmentation,Target Marketing, Market Positioning
 
Managing profitable customer relationships
Managing profitable customer relationshipsManaging profitable customer relationships
Managing profitable customer relationships
 
Malthusian theory of population
Malthusian theory of populationMalthusian theory of population
Malthusian theory of population
 
equilibrium (ad
equilibrium (adequilibrium (ad
equilibrium (ad
 
Investment
InvestmentInvestment
Investment
 
Introduction to sociology
Introduction to sociologyIntroduction to sociology
Introduction to sociology
 
Introduction to money
Introduction to moneyIntroduction to money
Introduction to money
 
Introduction to macroeconomics
Introduction to macroeconomicsIntroduction to macroeconomics
Introduction to macroeconomics
 
Impact of deceptive practices on consumer behavior
Impact of deceptive practices on consumer behaviorImpact of deceptive practices on consumer behavior
Impact of deceptive practices on consumer behavior
 
Habit 6 Synergy
Habit 6 SynergyHabit 6 Synergy
Habit 6 Synergy
 
Gdp and inventory
Gdp and inventoryGdp and inventory
Gdp and inventory
 
Foreign exchange
Foreign exchangeForeign exchange
Foreign exchange
 
Fiscal policy
Fiscal policyFiscal policy
Fiscal policy
 
Direct and online marketing building direct customer relationships
Direct and online marketing building direct customer relationshipsDirect and online marketing building direct customer relationships
Direct and online marketing building direct customer relationships
 
Democracy and human rights
Democracy and human rightsDemocracy and human rights
Democracy and human rights
 
Crime and deviance
Crime and devianceCrime and deviance
Crime and deviance
 
Conceptions of crime and deviance
Conceptions of crime and devianceConceptions of crime and deviance
Conceptions of crime and deviance
 
Compny n markketing strategy
Compny n markketing strategyCompny n markketing strategy
Compny n markketing strategy
 

Recently uploaded

How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)Blessings Ngalande
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessElizabeth Moore
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logonelaohaimbodi
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...Social Samosa
 

Recently uploaded (20)

How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for Success
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdf
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logo
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
 

Advertisng and public relation

  • 1.
  • 3.
  • 4. “Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade and remind consumers”
  • 5. Public relation involves building good relations with various company publics-from consumers and the general public to the media, investor, donor and government publics.
  • 6. .
  • 7. 15 minutes could save you 15% or more on car insurance!
  • 8. Until about ten years ago, GEICO was a little known NICHER in the auto insurance industry. BUT NOW, thanks in large part to an industry changing advertising campaign featuring a LIKEABLE SPOKES-LIZARD and an enduring tagline, GEICO has grown to become a major industry player. MIRACLES OF ADVERTISING
  • 9.  GEICO was created in 1936  Initially, GEICO stood for Government Employees Insurance Company
  • 10. Targeted customer o Govt. Employees o Non-Commissioned Military Officers For nearly 60 years GEICO relied on:  Direct mail advertising Telephone
  • 11. • 1994 GEICO took Decision of Expansion. • To increase its Customer Base GEICO hired Martin Agency an advertising firm. • 1995, GEICO spent $10million on advertising and launch its First national TV, Radio and Print ads. • In 1996, Warren Buffet bought the company and told the marketing group to “speed things up”
  • 12.
  • 13.  Fastest growing major auto insurer in the U.S with growth of 8.9% in 2008.  23,000 Employees Associates.  Provide 24 hours service, 7 days a week, 365 days a year.  Geico has assets of over $24.4 billions.
  • 14. At the time, when Competitors were using serious and sentimental pitches, GEICO to make its advertising stand out decided to deliver its PUNCH LINE with HUMOR. The creative approach worked and sales began to climb.
  • 15. Difficulties in pronouncing GEICO. Use of GECKO ( Green Lizard) Pop Culture Brand Icon. One of American’s top two favorite Icon.
  • 16.
  • 17.  Life Insurance  Auto Insurance  Motorcycle Insurance  Home and Renter’s Insurance  Boat Insurance  Umbrella Insurance
  • 18.  Get a rate quote for your new car, cycle, boat, or home  Access your current policy  Make changes to your policy  Pay your premiums in full or installments  File a claim
  • 19.
  • 20. To keep its advertising fresh & entertaining, GEICO has added several new mini-campaigns.  Good news  Caveman  www . Goldengecko . Com And many more!
  • 21. Spots address the difficulties of getting drivers to switch insurance companies.
  • 23. Designed to bring younger buyers to the GEICO web site by showing them how easy it is to purchase insurance online.
  • 24.  To appeal young drivers, GEICO launched an internet website at which it invites people to post their own 15 second ads.  RESTRICTIONS:  The ads must use gecko.  They must be funny.
  • 25.  Low rates- competitive rates and extensive discounts could save you 15% or more  Great Service- can be reached night or day 365 days a year by phone or online, deal directly with GEICO- not insurance agents, get claims settled quickly and fairly  Financial strength- will always have resources to pay your claims
  • 26. .
  • 27.
  • 28. Double digit profits in past 5-years. Changed the face of the Auto Insurance Industry.
  • 29.  Geico News Letters  Geico Direct Magazine  Geico Commercial  Geico Careers  Geico Merchandising
  • 30.
  • 31.
  • 32. Environmental Safety & Pollution Prevention GEICO is concerned about the environment and requires selected auto body repair shops to pass an environmental and safety training program.
  • 33.
  • 34.
  • 35. A Word from Our Sponsor Gecko-mania Sweeps Country The GEICO Gecko has become a force to be reckoned with in the advertising world and was voted America's favorite advertising icon in 2005. Our small green friend has traveled the country spreading the good news about GEICO and has captivated audiences of all ages
  • 36. 15 minutes could save you 15% or more on car insurance!
  • 37. Setting Advertising Objectives Setting Advertising Budget Developing Advertising Strategy Evaluating Advertising campaigns
  • 38. OBJECTIVESETTING Communication Objectives. Sales Objectives. BUDGETDECISIONS Affordable Approach. Percent of Sales. Competitive Parity. Objective and Task. ADVERTISING STRATEGY MESSAGE DECISIONS: • Message Strategy. • Message Execution. MEDIA DECISIONS: • Reach, Frequency, Impact. • Major Media Types. • Specific Media Vehicles. • Media Timings. ADVERTISING EVALUATION Communication Impact. Sales & Profit Impact. Return on Advertising.
  • 39.
  • 40. A specific communication task to be accomplished with a specific target audience during a specific period of time.
  • 41. Classification of Advertising Objectives  Informative Advertising  Persuasive Advertising  Reminder Advertising
  • 42.  Communicating customers value  Telling the market about a new product  Suggesting new uses for a product  Explaining how the product works  Describing available services  Building a brand and company image
  • 43.  Building brand preference  Encouraging switching to your brand  Changing customer’s perception of product attributes  Persuading customer to purchase now
  • 44.  Reminding consumer that product may be needed in the near future  Keeping it in consumer’s mind during off-seasons  Reminding consumer where to buy it
  • 45.
  • 46. After determining the advertising objectives, the company next sets its advertising budget for each product.
  • 47. “The dollars and other resources allocated to a product or company advertising programme”. Advertising Budget
  • 48. Advertising Budget mostly depends on; 1. Product Life Cycle Stage 2. Market Share 3. Competitors 4. Product Differentiations 5. Type of Product/Market
  • 49.  New product typically needs large advertising budget to build awareness and to gain consumer trial. e.g. Olper’s flavored milk: Owsum  Mature brand usually require lower budgets as a ratio to sales. e.g. Medora.
  • 50.  Building the market or taking share from competitors requires large advertising spending than simply maintaining current share.  Low-share brand usually needs more advertising spending as a percentage of sales.
  • 51. Brands in a market with many competitors and high advertising clutter must be advertised more heavily to be noticed above the noise in the market. e.g. Nokia, Samsung & LG Mobiles
  • 52.  Undifferentiated brands may require heavy advertising to set them apart. e.g. Mortein  In differentiated brands the advertising can only be used to point out the differences to consumers. e.g. head&shoulders
  • 53.  Business to consumers(B2C) firms tend to spend too much on advertising. e.g. Nestle.  Business to business(B2B) firms generally underspend on advertising and rely too heavily on their sales forces to bring in orders. e.g. Paracitamol Medicines.
  • 54.  The strategy by which the company accomplishes its advertising objectives.  It consists of two major elements 1. Creating advertising message 2. Selecting advertising media
  • 55.  Advertising or marketing clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis.
  • 56.
  • 57.  It bothers consumers.  It makes audience’ attention lost.  It causes big problem for advertisers.
  • 58.  MORE THAN 250 TV CHANNELS TO CHOOSE FROM
  • 59.  More than 40 radio channels
  • 60.  MADISON & VINE  CREATIVE CONCEPT
  • 61.
  • 62. MESSAGE STRATEGY  What is marketing strategy?  To decide what general message will be communicated to consumers.  What is the main purpose of advertising?  The purpose of advertising is to get customers to think about or react to the product in a certain way.
  • 63. MESSAGE STRATEGY(CONT’D)  Message must be  plain  Straight Forward  Advertising must be Appealed something  Meaningful  Believable  Must be distinctive from Competitor
  • 64. The approach, style, tone, words and format used for executing and advertising message.
  • 65.  Slice-of-Life  Life Style  Fantasy  Mood or Image  Musical  Personality Symbol  Technical Expertise  Scientific Evidence  Testimonial Evidence
  • 66.  Slice-of-Life  This shows one or more persons using the product in a normal setting.  e.g.Nido
  • 67.  Life Style:  This shows how a product fits in with a life style.  e.g. Nokia
  • 68.  Fantasy:  This creates a fantasy about what might happen in connection with the use of a product.  e.g.  Dew ,  Red Bull
  • 69.  Mood or Image:  This builds a mood or image around the product or service such as beauty, love or serenity.  Fair & Lovely  Ponds
  • 70.  Musical:  This shows people or cartoon characters singing about the product.  Mortein
  • 71.  Personality symbol: This creates a character that represents the product. The character might be animated or real. Safeguard
  • 72.  Technical Expertise:  This style shows the company’s expertise in making the product.  HELIX
  • 73.  Scientific evidence:  This style shows survey or scientific evidence that the brand is better than other brands.  Sunsilk anti-hair fall
  • 74.  Testimonial evidence or endorsement:  This style features a highly likeable source endorsing the product.  The ordinary people saying how much they like a given product.  Harpic
  • 77.  Headline:  entice people to read the copy.
  • 78.  Copy:  The main block of text in the ad must be simple but strong and convincing.
  • 79.
  • 80. Advertising Media:  The vehicles through which advertising messages are delivered to their intended audience.
  • 81.  Deciding on reach, frequency and impact.  Choosing among major media types.  Selecting specific media vehicle.  Deciding on media timing.
  • 82. Reach is a measure of percentage of people in the target market who are exposed to the ad campaign during a given period of time. Reach is most important when launching new products, extensions of well-known brands, or infrequently purchased brands, or going after an undefined target market .e.g coolbank,olfruit etc.
  • 83. Frequency is a measure of how many times the average person in the target market is exposed to the message. Frequency is most important where there are strong competitors, a complex story to tell, high consumer resistance, or a frequent purchase- cycle e.g. ufone, sunsilk, surf excel etc.
  • 84. Impact is the qualitative value of a message exposure through a given medium. For products that need to be demonstrated, messages on television may have more impact than messages on radio e.g. Nokia Products for which consumers provide input on design or feature might be better promoted at a website than direct mail e.g. jones soda
  • 85. Media planners consider  Target market media Habits.  Product characteristics.  Message Characteristics.  Cost.  Shift to “Narrowcasting” from “shotgun”.  Media multitaskers
  • 86.  Television  Newspaper  Direct mail  Magazine  Radio  internet
  • 87. Medium Television Newspaper Direct mail Radio Magazines Outdoor Internet Advantages Limitations Good mass marketing coverage; low cost High absolute cost; high clutter; fleeting per Exposure; combine sight, sound and exposure; less audience selectivity Motion; appealing to the senses Flexibility ;timeliness; good local market Short life; poor production quality; small Coverage; broad acceptability; pass- along audience believability High audience selectivity; flexibility; no Relatively high per exposure; “junk mail” Ad competition within the same medium; image Allows personalization Good local acceptance; high geographic Audio only, fleeting exposure; low attention And demographic selectivity; low cost (the half heard medium); fragmented audience High geographic and demographic Long ad purchase lead time; high cost; no Selectivity; credibility and prestige; high guarantee of position Quality reproduction; long life and good Pass-along readership Flexibility; high repeat exposure; low Little audience selectivity; creative Cost, low message competition; good limitations Positional selectivity High selectivity; low cost; immediacy; Small demographic skewed audience; Interactive capabilities relatively low impact; audience controls exposure
  • 88. Do you think that Is there any alternative media for advertising any product
  • 89.  Place Advertising Marketers use creative and unexpected ad placements to grab consumers’ attention such as where they work, play, and shop. Billboards Public Spaces
  • 90.  Billboards use colorful, digitally produced graphics, backlighting, sounds, movement, and unusual even three dimensional images.
  • 91.
  • 92.
  • 93.  Advertisers are placing traditional traditional TV and print ads in unconventional places such as sports arenas, office and hotel elevator, buses, stadiums, parking meters, mugs, balloons, automobiles.
  • 94.  Mugs  Disposable cups  Jars
  • 95.  Stadium seats  Billboards around stadium
  • 96.
  • 97.
  • 98.
  • 99.
  • 100.
  • 101.  Product placement Product placement has expended from movies to all types of TV shows. Marketers pay a lot of money so that their products make cameo appearances in movies & on tv. oIn Game Advertisement oCovert advertising
  • 102.  In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising
  • 103.  Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand.
  • 104.  There are so many ways to communicate with consumers at (p-o-p).In store advertising includes ads on shopping carts, cart straps, aisles, shopping bags etc
  • 105.
  • 106.
  • 107. SPECIFIC MEDIA VEHICLES  Media Vehicle - a specific medium for the transmission of an advertiser's message  The media planner now must choose the best media vehicles on these bases:  Considerations for selecting Best media Vehicles:  Favor those vehicles which have lower cost, for reaching most of the target customer.  LIKE:  Today trend mobiles company is frequently using local newspaper & bill board for advertising.
  • 108.  Consider the costs of producing ‘ads’ for different media. Examples: 1. For Candyland,Hoest sweets don’t use higher cost vehicles. 2.For Land Cruiser, black beery, motorbike don’t use lower cost vehicles.
  • 109.  Balance costs against several media vehicle’s effectiveness factors:  The planner should balance costs against the media vehicle’s audience quality.  The media planner should consider audience attention or engagement.  The planner should assess the vehicle’s editorial quality.
  • 110.  The advertiser must also decide how to schedule the advertising over the course of year. Some marketers do only seasonal advertising.  Pattern of ads:  Continuity  Pulsing  Continuity means scheduling ads evenly within a given period.  Pulsing means scheduling ads unevenly over a given time period
  • 111. Continuity Continuous scheduling is a pattern of placing ads at a steady rate over a period of time. There may be short gaps at regular intervals and also long gaps. This pattern of advertising is prevalent in service and packaged goods that require continuous reinforcement on the audience for top of mind recollection at point of purchase. For instance, LUX soaps, sell all year, but more in summer months. Advantages:  Works as a reminder  Covers the entire purchase cycle  Cost efficiencies in the form of large media discounts  Positioning advantages within media
  • 112. PULSING Pulsing combines flighting (flighting involves intermittent and irregular periods of advertising, alternating with shorter periods of no advertising at all.) and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods. For instance, under-arm deodorants, sell all year, but more in summer months. Advantages:  Covers different market situations
  • 113. Evaluating Advertising Effectiveness Advertising accountability and return on advertising investment have become hot issues for most companies. Increasingly, top management is asking:  How do we know that we’re spending the right amount on advertising?  What return are we getting on our advertising investing?
  • 114. Advertisers should regularly evaluate two types of advertising results;- • The communication effects • The sales and profit effects
  • 115. Measuring the communication effects of an ad tells whether the ad and media are communicating the ad message well. Advertisement creators get so caught up in designing a creative, cool advertisement that they fail to effectively deliver a message that will facilitate the success of their marketing communications strategy.
  • 116. it probably has a high level or at least a substantial level of creativity in it. usually creative advertisements have two traits:  Originality  Appropriateness It deals with how you deliver your message to the consumers
  • 117. originality If it isn't very distinguishable from competitive advertising, it won't be able to capture the consumer's attention. (Change in behavior) The jazz musician Charlie Mingus once said of creativity and originality, "Creativity is more than just being different. Anybody can play weird, that's easy. What's hard is to be as simple as Bach. Making the simple complicated is commonplace, making the complicated simple, awesomely simple, that's creativity."
  • 118. Appropriateness it must be appropriate for solving the marketing objectives, which would probably include increasing sales and profits. If the advertisement fails to meet objectives it serves no purpose for both the marketing plan and the company. Example: Good example can be SAFEGUARD they targeted children by showing the cartoons (safeguard commander)
  • 119. Sales and profits effects of advertising are often much harder to measure. One way to measure the sales and profits effects of advertising is to compare past sales and profits with past advertising expenditures.
  • 120. Another way is through experiments. For example Coca-cola could vary the amount it spends on advertising in different market areas and measure the differences in the resulting sales and profit levels. More complex experiments could be designed to include other variables, such as differences in the ads or media used.
  • 121. RUNNING A COUPON. One satisfyingly concrete way of tracking how many customers were exposed to advertising is to use coupons.
  • 122. “Marketers are tracking all kind of data and they still can’t answer the basic questions” about advertising accountability, says a marketing analyst, “because they don’t have real models and metrics by which to make sense of it” Thus, although the situation is improving as marketers seek more answers, managers often must rely on large doses of judgment along with quantitative analysis when assessing advertising performance.
  • 123. In developing advertising strategy the company must address two questions:  How will the company organize its advertising function?  How will the company adapt its advertising strategies to the complexities of International Market?
  • 124. These Considerations includes the following: Other Advertising considerations Organizing for Advertising International Advertising Decision
  • 125. Sales Departments In SMALL COMPANIES Advertising Departments In Larger Companies
  • 126.  Most large companies use outside advertising agencies due to several advantages. ADVERTISING AGENCY Firm that Assists Companies in Planning, Preparing, Implementing and Evaluating Their Advertising Programs.
  • 127. Started in Mid-to-late 1800s by salespeople and brokers who worked for the media and received a commission for selling advertising space to companies.
  • 128.  As the time passed, the salespeople began to help customers prepare their ads.  Eventually, they formed agencies and grew closer to the advertisers than to the media.
  • 129.  Today agencies employs specialists who can often perform advertising tasks better than the company's own staff can.  So today, even companies with strong advertising departments of their own use advertising agencies.
  • 130.
  • 131.  Largest U.S.A company with annual gross revenue of more than $1.4 billion worldwide
  • 132.  Includes several large advertising, public relations & promotion agencies with combined worldwide revenue of almost $10.5 billion.
  • 133.  International advertisers face many complexities not faced by domestic advertisers.  The most basic issues is: Adaptation of Global Advertising
  • 134. Adaptation of Global Advertising (Cont’d) Some large advertisers have attempted to support their global brands with highly standardized worldwide advertising
  • 135.  JEEP Jeep has created a worldwide image brand image of ruggedness and reliability.
  • 136. Coca Cola’s brand Sprite uses standardized appeals to target the world’s youth.
  • 137. Ads of Gillette’s Venus Razors are almost identical worldwide with only minor adjustments to suit the local culture.
  • 138.  Advantages of Standardized Advertising.  Lower advertising cost  Greater global advertising coordination  Consistent worldwide image  Disadvantages of Standardized Advertising Ignores the fact that country markets greatly differ in their  Cultures  Demographics  Economic Conditions
  • 139. International advertisers develop global advertising strategies, that make their worldwide advertising efforts more efficient and consistent. e.g. COCA COLA
  • 140.  Global advertisers face several special problems. Advertising Media Costs & Availability Regulation of Advertising Practices
  • 141.  Alcoholic Products: Alcoholic products cannot be advertised in Muslim Countries.
  • 142.  Food Ads are Banned From Kid’s TV In SWEDEN & Norway: To play it safe McDonald’s advertises itself as a family restaurant in Sweden.
  • 143.  China bans sending e-mail for advertising purposes to people without their permission.  China also has restrictive censorship rules for TV and Radio advertising. e.g. words “the best” are banned, as are ads that “violate social customs”
  • 144.
  • 145.
  • 146. “Building good relations with the company’s various publics by obtaining favorable publicity, building a good corporate image and handling or heading off unfavorable rumors”
  • 147.
  • 148.  Press relations or press agency: “Creating and placing newsworthy information in the news media”  Public affairs: “Building and maintaining national or local community relations”
  • 149.  Product publicity: “Publicizing specific products”  Development: “Public relations with donors or Members of not-for-profit organizations to gain support”
  • 150.  Lobbying: “Building relations with legislators and government officials”  Investor relations: “Maintaining relationship with shareholders and others in financial community”
  • 151. Strong impact on public awareness at lower cost than advertising Greater credibility than advertising Publicity is often under used. Good public relations can be a powerful brand building tool
  • 152.
  • 153.  Public relations sometimes described as a marketing stepchild because of its often limited use.  PR Department Deals with various publics like stockholders, employees, legislators, the press etc.
  • 154.  Anita Roddick built the Body Shop into a major brand of beauty products: “The birth of a brand is usually accomplished with PR, not advertising. Our general rule is PR first, Advertising second.PR is the nail & Advertising is hammer”. (Anita)  PR creates the credentials that provide the credibility for advertising
  • 156. News PR professionals find or create favorable news about the company and its products or people. HEC grading system for different institutions is quoted by the institutions in their admission advertisement.  Special Events  News Conferences.  Musical shows.  Awareness Seminars.
  • 157. Written Materials  Annual Reports  Brochures  Articles  Magazines Audiovisual Material  Films  Slides & sounds programs  DVD’s  Online Videos
  • 158.  Corporate Identity Materials  Logos  Signs  Stationary  Business Cards  Company Cars  Public Service Activities Companies can improve public goodwill by contributing money and time to public service activities.  Charity Shows  Public Awareness Campaigns
  • 159. Mobile Marketing Traveling promotional tours that bring the brand to consumers. e.g. Omore Advertising Vehicles
  • 160. Web Site People look to the Net for the information, not salesmanship and that’s the real opportunity for public relations