N.V. Advocacy Advertising

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N.V. Advocacy Advertising

  1. 1. ADVOCACY ADVERTISING GENERATING SALES BY PROMOTING AN OPINION - Nikhil Vyas (B-60)
  2. 2. <ul><li>`Advocacy Advertising’ promotes the view point of the sponsor or the company’s outlook on various issues. </li></ul><ul><li>Targets: Specific / Limited </li></ul><ul><li>General / Public </li></ul><ul><li>Done by: For profit Organizations and Non Profit Organizations.. </li></ul>
  3. 3. ADVOCACY ADS VS. NORMAL ADS <ul><li>Both include contents about company and its products, focuses on promoting sales </li></ul><ul><li>But … </li></ul><ul><li>Advocacy ads are driven by `Word Of Mouth’ publicity, democratic public involvement and expert opinions and in turn bring ideas to the public. </li></ul>
  4. 4. DRIVING FACTORS <ul><li>Belonging </li></ul><ul><li>Relationship </li></ul><ul><li>Accomplishment </li></ul><ul><li>Fun </li></ul><ul><li>Excitement </li></ul><ul><li>Respect / Self Respect </li></ul><ul><li>Security and Fulfillment. </li></ul>
  5. 5. AD ADVOCACY TOOLS AND TECHNIQUES <ul><li>REFERRAL PROGRAMS: Spreading a positive word of mouth through a satisfied customer. </li></ul><ul><ul><li>E.g.. Movie Reviews </li></ul></ul><ul><li>TRYVERTISING: Depends on trial experiences of prompt users. </li></ul><ul><ul><li>E.g.. Harpic Ad </li></ul></ul><ul><li>EMPOWERED INVOLVEMENT: AN approach where customers are involved in the making, packing and promoting the product. </li></ul><ul><ul><li>E.g.. Lijjat Papad </li></ul></ul>
  6. 6. <ul><li>BRAND AMBASSADORS: Companies rely on charisma of celebrities. </li></ul><ul><li>CAUSAL CAMPAIGNS: lends a helping hand to a social cause </li></ul><ul><ul><li>E.g.. Polio Ad </li></ul></ul><ul><li>INFLUENCER OUTREACH: rely on expert opinions and their product reviews. </li></ul><ul><ul><li>E.g.. TATA Nano </li></ul></ul><ul><li>ADVOCACY TRACKING & INNOVATION: It’s a feedback mechanism where the company collect customer feedback and improve upon their product. </li></ul>
  7. 7. NEGATIVE EFFECTS OF BAD ADVOCACY <ul><li>Advocacy being a great tool needs to be used in the right manner…. </li></ul><ul><li>Positive Advocacy leads to positive returns and a Negative Advocacy leads to 10 times large negative consequances. </li></ul>

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