Professional Documents
Culture Documents
A Guide To Effective Advertising
A Guide To Effective Advertising
ADVERTISING
Unit I
Indrajit
01/14/16
What is advertising?
Advertising is the non-personal
communication of information,
usually paid for and usually
persuasive in nature, about
products (goods and services), or
ideas by identified sponsors
through the various media.
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Indrajit
01/14/16
Advertising
Advertising isis any
any impersonal,
impersonal, oneoneway
way
mass
mass communication
communication
about
about aa product
product or
or organization
organization that
that
is
is
paid
paid for
for by
by aa marketer
marketer..
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Indrajit
01/14/16
ADVERTISING STRATEGIES
An important part of any advertising plan is
Indrajit
01/14/16
Differentiation
In Differentiation, you emphasize how
Indrajit
01/14/16
Combination
In this strategy, both the differentiation and
Indrajit
01/14/16
Segmentation
In Segmentation, your strategy can be to
Indrajit
01/14/16
Cooperative advertising
Cooperative advertising - It involves
Indrajit
01/14/16
Reciprocal advertising
It is the exchange of hospitality product or
Indrajit
01/14/16
DEVELOPING
ADVERTISING PLAN
Indrajit
01/14/16
Things to be noted
Reach
It refers to the no of different individuals or
Indrajit
01/14/16
Consistency
It plays an important part in consumer recognition
Timing
It involves scheduling advertising for those times
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Indrajit
01/14/16
13
Continuous
Continuous
Media
Media Schedule
Schedule
Advertising
Advertising is
is run
run steadily
steadily throughout
throughout the
the
period.
period.
Yellow
Yellow Pages
Pages
Flighted
Flighted
Media
Media Schedule
Schedule
Advertising
Advertising is
is run
run heavily
heavily every
every Thursday
Thursday or
or
month
month end.
end.
Movies
Movies
Pulsing
Pulsing
Media
Media Schedule
Schedule
Advertising
Advertising combines
combines continuous
continuous scheduling
scheduling
with
with flighted.
flighted.
Seasonal
Seasonal
Media
Schedule
Media
Schedule
Indrajit
Advertising
Advertising is
is run
run only
only when
when the
the product
product is
is
likely
likely to
to be
be used.
used.
01/14/16
BUDGETING FOR
ADVERTISING
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Indrajit
01/14/16
Advertising Budget
Marketing objectives Advertising
Indrajit
01/14/16