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AdvertisingMeaning The word advertising has originated from the latin
word "Adverture" which means to turn the mind towards Itincludes all the activities directed towards attracting the
attention of the people towards something
American marketing Association:"Any paid form of non
personal presentation and promotion of ideas, goodsor servicesby an identified sponsor
Sidney Bernstein (1990)"Advertising act as a substitute for the
human activities of salesmanship"
Russel Veril- Advertising is a message paid by identifiedsponsor and delivered thru some medium of mas
communication
Jones" A sort of machine made mass production method of
selling which supplement the voice and personality of the
individual
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Nature of advertising1. Mass communication2. Commercial Communication/ Non Commercial
3. Non Personal communication
4. Identified sponsor
5. Informative in action
6. Impersonality
7. Promotion of goods, services and ideas
8. Public presentation
9. Persuasiveness
10.paid for
11.Competitive act
12.Creative act
13.controlled by a sponsor
14.creates prospective consumer
15.A form of presentation
16.Amplified expressiveness
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Classification of advertising Audience: Consumer, Trader etc.
Advertiser: National, Regional, Zonal, Local
Media-paper ads, Radio ads, TV ads, Net Ads etc
Function: Pd ads, services, Direct action etc.
Objectives, informative, comparative, innoculative ads,refutational ads, reminder ads, Image building Ads
Presentation style: Display Ads, Classified Ads
Strategy: Primary , Secondary, Push and Pull Ads Approach: Focused, Utilitarian, Informative,
Achievement, Non specific etc.
Types (examples)
Product Ads
Corporate Ads
Service AdsBusiness Ads
National ads
Retail Ads
Public service Ads
Display Ads.
Classified Ads.
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Space getting space for the such ads in print media
easy
Not easy
Cost less High
Done by individual concern Done by big business houses and firms
Aim immediate sale of goods Aim brand loyalty
Ad. Planning does not exit It exists
Life of such ad is less Life is more
Not very attractive Very attractive
No creativity Very high creativity
Color used is black and white Multicolor
No illustration Illustration with real photo and cartoons
Classified ad Displayed Ad
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Evolution of Ads.
Stage I: Ancient times to the fifth century
1. Greeks and Romans created way to Ads
3. Criers and barkers,
3. Wall signs for identification
4. Theatrical performances, gladiator shows and exhibitions
Stage II 5th to 8th century
1. Dark age (475 AD to 800 AD) downfall of Roman Empire was a period of gloom
for ad
2. Lack of literacy
3. Public barkers equipped with horns and bell
StageIII 9th to 15 th century
1. Free sample started by Gries Davarns in 13th century
2. Printing developed in China
3. Printed poster, handbill, pamphlets books newspaper
Stage IV 16th to 17th Century
Newspaper, Newsletter, News books, Advertising periodicals, announcements came
into force
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Advertising Management
-The issues
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The three phases The Advertising Planning
Implementation
Evaluation and control
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Ad Planning Situation Analysis
Marketing Program
Objective setting/ segmentation/Positioning
Message Strategy and tactics
Media Strategy and Tactics
Advertising Plan
The
persuasion/
communica
tion matrix
Framework of Advertising planning and decision making
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Major Decisions in AdvertisingMajor Decisions in Advertising
Objectives Setting
Budget Decisions
Developing Advertising StrategyMessage Decisions
Campaign Evaluation
Developing Advertising StrategyMedia Decisions
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Advertising Plan
E
stablishing advertising objectives Selecting ad message
Set the ad budget
Develop the media strategy
Evaluate ad effectiveness
How to Plan for campaigns
CAMPAIGN PLANNING
1. Set Advertising Objectives
2. Set the budget
3. Determine the creative strategy
4. Select the Advertising media
5. Evaluate the results of the Ad campaign
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Informative AdvertisingBuild Primary Demand
Setting Advertising ObjectivesSetting Advertising Objectives
Persuasive AdvertisingBuild Selective Demand
Comparison AdvertisingCompares One Brand to
Another
Advertising Objectives
Specific Communication Task, Accomplished with a Specific TargetAudience,
During a Specific Period ofTime.
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
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Establishing objectives
Consideration in Setting ObjectivesTarget Market, Product, Competitive Factors,
Competency factors(positioning issues)
Ad. Objectives can be into two categories
Sales Objectives-Action obj.
Communication objectives- Awareness objectives,Comprehension objectives, Conviction obj.,
To get attention
To create awareness and encouraging information search
Persuading/ Prompt direct action
Reminding or reinforce attitudes
Relate the product needs
Modify attitudes etc
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Establishing objectives( on the basis of Paul Harpers observations)
To
Induce trial
Intensify usage
Sustain Preference Conform imagery
Change Habits
Build awareness
Make announcements
Make or build acceptance
Improve and sustain corporate image
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The advertising briefing Marketer Adman interaction
Detail of the project management
Present status-desired status
Plan of action
Defined target audience
Paramaters of measurement Practicalities-budget, deadlines etc.
Approvals.
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Developing Advertising StrategyCreating Advertising Messages
Developing Advertising StrategyCreating Advertising Messages
Plan a Message StrategyGeneral Message to Be Communicated to Customers
Develop a MessageFocus on
Customer Benefits Creative Concept
Big Idea
Visualization or PhraseCombination of Both
Advertising AppealsMeaningful
Believable
Distinctive
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Creative Strategy
(The Message) Creative Strategy guideline for ad
specialists
It gives details about-kind of message, to
whom and in what manner
It should define target audience, product
concept, communication media and theadvertising message.
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Types of Creative Strategy Generic Strategy
Preemptive Strategy
USP strategy-high tech pds.
Brand Image strategy-low tech pds.
Positioning strategy
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Creative StrategySome components of the creative strategy
The creative objective
The target market
PSP
E
SP/SSP Support arguments
Tone and Manner-appeals
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Developing Advertising StrategyMessage Execution
Developing Advertising StrategyMessage Execution
TypicalMessageExecution
Styles
Testimonial
EvidenceSlice of Life
Scientific
EvidenceLifestyle
Technical
ExpertiseFantasy
Musical
Personality
SymbolMood or
Image
Turning the Big Idea Into an Actual Ad to Capture theTarget Markets Attention and Interest.
Animation
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Advertising appealsAn appeal is the manner in which an message is developed andexpressed, to derive a particular consumer response or influence
decision making
Depends on
objective of the advertisement
The product
The creative brief
time frame
Advertising appeals can be broadly divided into three categories
Rational Logical Appeal
Emotional Appeal
Others appeal
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Advertising appeal
Advertising Appeal
Rational Appeal
Price Appeal
Quality appeal
Feature appeal
CA appeal
News appeal
Humour appeal
Fear appealMusic appeal
Sex appeal
Star appeal
Reminder ads
Teaser appeal
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Creative Strategy
Appeal Examples
Affiliation appeal Cigarettes, softdrink
Security Appeal Insurance, umbrella wollen
Social Appeal Lions club memebership
Comfort appeal Furniture, grinder calculator
Envy appeal Wardrobe cosmetics
Fashion Appeal Readymade garments, trendy tops and t-
Shirts
Sex and romeace appeal Honeymmon package
Greed appeal Free gift, discounts
Curiosity appeal Books, games, tourist destinations
Competence appeal Equipment for doctors
Prestige appeal Mercedes car
Love appeal Give youyr family a loving care of dettol
Thrill appeal Coca Cola Ads
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The Creative Tactics Idea Generation-referNPD
Copywriting -Copy writing in print isthe activity of actually putting words into paper particularly those contained in
the main body of the text but alsoincluding attendant bylines andheadlines Headline, Subhead,Bodycopy, Slogan, Logo, Visuals
Copywriting in Broadcast Mediarefers to complete script, jingle, music,etc.
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The Creative Tactics Important guidelines for copywriting by John Caples member of
Advertising Hall of Fame
Cash in your personal experience Organize your experience
Write from heart
Learn from experience of others
Talk to the client
Study the product Study the competitors ads
Study testimonials
Give final touch
Illustration: made by artists by generating pictures,charts, tables,graphics for drawing attention
It can include logo, graphics etc.
The visuals can be created by a no. of ways- hand Madepaintings, Clip Art, Photographs, computer generated
visuals
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The Creative Tactics Layout: An ad layout is preliminary sketch or plan
that gives a feel of the overall appear. The layoutactivity involves bringing all the pieces togetherbefore ad is sent out for production. It involvesdecision as to how the various components ofheadlines, illustrations, copy and identificationmarks are to be arranged and positioned on thepage. The layout design passes through severalstages:
-Thumbnail
-preliminary layout
-comprehensive layout
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The Creative TacticsLayout design decides the readability and
effectiveness of the ads.The design governs theplacement and structure of the Ads Designs aregoverned by Principles:
-Balance
-Proportion-Gaze Motion
-Unity
Layout prep. concepts
Choosing Page design-
Ayer #1-large/ big picture little text
Mondrian
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The Creative Tactics contd
Type specimen
Copy heavy
Rebus-lot of pictures, photos, diagrams are used atthe end little text is added
Circus-bold headline, colur usage
Frame.
Working with the copy-type face, font , size etc.Working with the visuals
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Creative Process in Audi-Visual
Idea Generation
Copywriting
Illustration
Layout
Copy testing & Diagnosis
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The Ad production process Conceptualization
Ad objectives, target market, the budget- message
and media strategy is devised.
Execution
Evaluation
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Percentage-of-Sales Method
Setting Promotion
Budget at a Certain %
of Current or
Forecasted Sales
AffordableMethod
Setting Promotion
Budget at the Level the
Company Thinks They
Can Afford.
Competitive-ParityMethod
Setting Promotion
Budget to Match
Competitors Outlay
Objective-and-TaskMethod
Setting Promotion
Budget by DefiningObjectives, Tasks &
Costs.
Setting Advertising Budgets
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Media Planning process Environment analysis
Media Objectives:Reach, freq, Continuity, Costs
(cpm, cpt)
Media strategy- Target market decisions, media
budgeting, media selection(refer OHP handout),
media scheduling-(space,time, no.of insertions,
size,cost)
Implementing and following the media plans
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Media Characteristics Reach and Frequency-Penetration, coverage
and flexibility
Circulation and readership Selectivity-Geographic and Class
Selectivity (Demo and Psychographic)
Cost-Milline rate-100000*Rate perline/Circulation, cpm-cost per millenium
Editorial Character
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Developing Advertising StrategySelecting Advertising Media
Step 1. Decide on Reach, Frequency,and Impact
Step 2. Choosing Among Major Media TypesMedia Habits of Target Consumers
Nature of the ProductType of MessageCost
Step 3. Selecting Specific Media VehiclesSpecific Media Within a Given Type, i.e. TVs ER.Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Step 4. Deciding on Media TimingScheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
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Different Media and advertising Newspaper Ads.
-40% of spending in ads are absorbed by N/P
-In india it is 52%
-Third only in circulation 57.84 m ( China & Japan)
-N/P categorized on basis of freq, geog coverage and subject
area
Adv.Flexibility, credibility, local market coverage, reach &
Selectivity, scope for detailed info, scope of feedback, low
cost.
Disadv.: Shorter life, problems of demo, literacy barriers,spotty reading, competition with news, lesser impact on
youth, editorial character, poor reproduction quality
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Different Media and advertising Magazine Pbl.
Indian companies spent 12% of their advertising budget on magazinesConsumer pbl.
Business Pbl.
Adv.
Longer life span
CredibilityHigh geog and demo selectivity
High reproduction quality
multiple readerships
Disadv.
Higher ad ratesLonger lead time
Clutter
Low reach
Media space buying-full page, half page, 2/3 page and 1/3 page, formt
page back page etc.
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Different Media and advertising
Radio Introduced in 1923, preferred till the point TV came Spending on Radio ads came down to 2%
Radio listening is not well developed, though channelslike FM, Radio Mirchi are trying draw crowd.
Advantages-Wide and area specific coverage, affordabilityand transportability, crosses literacy barriers, Availabilityof commercial channels, strong rural listnership, low cost,flexibility, sponsorship options etc.
Disadvantages: Transient character, Low attention level,
creative constraints, limited reach, less impact in urbanareas, no demo capacity, limited info delivery
Media buying: network radio, spot radio
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Different Media and advertising
TV Introduced in 1959, presently more than 100 channels Most powerful media
Indian TV market third largest in the world.
Advantages-High degree of popularity, wide reach, cross all literacy
barriers, strong impact on viewers, scope for creativity, adv for pd.
Demo, brand identification, high scope for frequency
Disadvantages: Affordability problem, high cost, time consuming
production, cluttering of ads, problems of channel selection-
fragmentation, transient
Media buying-terrestrial (Prime and regional) and satellite TV ((Primeand regional, free to air, paid)
Ad in TV- network ad strategy, spot ads,local ad strategy, timing and
sponsorship issue
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Other media of advertising Outdoor Media*(see next slide)
Transit or transportation media-mobile vans, cars,
buses, trains etc. POP media-signs, window display, posters,
display cards, festoons, cut-outs, merchandiseracks and cases, pd. Models, instore commercials,
crowners, danglers, stickers etc. Direct mail media-catalogues, letters, email door
to door drop/ hand delivery etc.
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Other media of advertising
Outdoor Media: posters, billboards, hoardings,bulletin boards, balloons, inflatable, newscasters*,signs-projecting signs, roof signs, wall signs, freestanding signs, marquee signs, backlit signs( for
info and directional, outdoor and image building),advertising at airports.
Advantages: Reach, cost efficiency, strongreminder, geographical selectivity, larger info base,scope of creativity, proximity to purchase decision,longevity, constant exposure
Dsiadv: demo selectivity is diff., greater increase oftraffic, maintenance of outdoor media
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International Advertising DecisionsInternational Advertising Decisions
Adaptation of Global Advertising
Advertising Media Costs & Availability
Regulation of Advertising Practices
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What is Public Relations?What is Public Relations?
Building good relations with the companys variouspublics by obtaining favorable publicity, building up agood corporate image and handling or heading offunfavorable rumors, stories and events.
Major functions are:
Press Relations or Press Agency
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development
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SpecialEventsSpecialEvents
WrittenMaterialsWritten
Materials
CorporateIdentityMaterials
CorporateIdentityMaterials SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
Major Public Relations ToolsMajor Public Relations Tools
PublicService
Activities
PublicService
Activities
Web SiteWeb Site
S l P i
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Sales Promotion Based on Push and Pull strategy
It is concerned with the creation application and
dissemination of materials and techniques that supportP.S.and Ads.
Purpose is to increase the desire of both the Push and Pullelements of the business chain.
SP moves the product towards the buyer, ads moves buyers
towards product
George W. Hopkins-SP is an organized effort applied to theselling job to secure the greatest effectiveness foradvertising and dealers help.
Demand stimulating devices designed to supplement ads Short term incentives to encourage sales of a product or
service
Ad gives reason to buy, SP gives reason to buy but NOW
Can have supplementary and complementary roles
S l P i
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Sales PromotionIt is short termed, usually non recurring in nature.
Needs colab. Of channel hence below the line promotion
Role of SP-communication, Incentive, InvitationCan be categorized on various ways:
1.Immediate and Delayed effect SP
2.Loading , Trial SP and loyalty SP
3.Consumer, Dealer, Sales force SP
Reasons for growth of Sales PromotionInternal and External contributors
Internal- Top managements acceptability
Pd managers and Brand managers are better equipped to use techniques of SP
Pd managers are under pressure from inside as well as outside to perform
External: Increase of competition and brand clutter, growing might ofretailers, saturation of markets, preferences of consumers, decline ineffectiveness of Ads, Short term focus of the companies, greater pressurefrom Trade and customers
Some facts and figures1976-42.1%-Ad, 57.9% SP, 1981-38.1% Ads,61.9% SP
In 2002, SP-57% Ads 37.7% in US, In India SP Spent was 18,000 cr.
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Some SP Objectives Trial Attract attention Change buying habits
Fight competitor strategies
Stimulate impulse buying To ensure better push and pull
To use more
Increase sales
Increase brand loyalty
Secure channel members support for new andexisting products
Inventory management
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Sales Program formulation Situational Analysis
Identification of objectives
Developing of the program-Duration, timing, incentivelevel, condition of participation, distribution vehicle,Budget
Implementation-plan activities need to be performed,training to the implementers, communication to the staff,
support of top mgt. Timing(season, festivals, competitorsetc.)
Follow up
Some Dos for effective SPP
-Customization, Synergise, tracking SP activities, channel
involvement
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Sales Promotion ToolsConsumer oriented
Trade Oriented
Sales Force oriented
Consumer oriented- Sample, Coupans, Cash refunds , Price
off, Premium, Ad specialities, Patronage rewards, POP
displays, contests, games and sweepstakesTrade oriented: Trade allowances, Slotting allowance,
promotional allowance, ealer gifts, Push money, Dealer Sales
contests, Stock display contest, Specialty ads, Merchandise
dealsSales Force Oriented: Trade shows, exhibitions, conventions
and conferences, Sales contest, Push money etc.
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Some trends
Continuity-Samsung Phod ke dekho, Phir
Phor ke dekho offer
Innovativeness
Talent Hunts-Ponds Sapno ki rajkumari
Participation-87% yes, 53% winners
Wet sampling
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Advantages of SP
Extra incentive to purchase
Change habits
New product launch easier
Flexible: new pd launch,major
improvement, amplify results of ads, greater
participation of channel members.
Develop attitudes
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Disadvantages of SP
Temporary, short lived
Only supplementary
Non recurring hence seldom reuse value
Brand Image???
Ineffective in case of mature pds in declining
markets, no pd improvements, SP clutter Ad agencies and many managers give still less
importance to it.
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