DEVEL OPING & MANAGING

AN ADVE RTISI NG PROGRAM

 ADVERTISING

Advertising is
any paid form of
nonpersonal presentation & promotion of

ideas, goods or services

by an identified sponsor.
Small companies:

By sales or Marketing person

 Large Company:

Own Advt. dept.

 F E AT U R E S O F A D V E RT I S I N G
Provides information

Paid form of communication

Non-personal presentation

Gives publicity to goods, services & ideas

Basically for persuasion

Target oriented

Creativity is the essence of advt.

Imp element in Marketing Mix

 B E N E F I T S O F A D V T. TO
M A N U FA C T U R E R S
Large scale production & marketing

Introduction of new products

Creates new demand

Facilitates effective personal selling

Builds brand image

Faces competition

Sales promotion

Goodwill builder
 B E N E F I T S O F A D V T. T O
CONSUMERS

Information & guidance

Acts as reminder
Special attraction to consumer
Raises living standards

Effective product use

Removes misunderstandings
JOB OF ADVERTISING DEPT.

Propose a budget
Develop advt. strategy
Approve adds & campaigns

Handle direct mail advt., dealer displays & other

forms of advt.
 O B J E C T I V E S O F A D V E RT I S I N G

An advt. objective (advt. goal ) is

 a specific communication task & achievement
level to be accomplished
with a specific audience

 in a specific period of time.

Informative advt.

Create awareness & knowledge of new product or new features

of existing products
 Persuasive advt.

To create liking, preference, conviction & purchase of a product or

service

It makes an explicit comparison of the attributes of two or more

brands
Reminder advt.

to stimulate repeat purchase of products & services

 Reinforcement advt.

to convince the current purchasers that they made a right choice

(automobile ads with special features)
 5 ‘M’ S OF ADVERTISING

Mission
Money
Message
Media
Measurement
 MISSION

Sales goals
Advertising objectives
 MONEY

Stage in PLC
Market share & consumer base

Competition
Advt. frequency

Product sustainability ( cigarettes, soft drink requires

heavy advt.)
 MESSAGE

Message generation
Message evaluation & selection
Message execution

Social- responsibility review

 MEDIA
Reach, Frequency, Impact ( Level of brand awareness etc.)

Specific media vehicle

Media timing (Macro scheduling & Micro scheduling)

Continuity -scheduling exposures evenly throughout a given

period

Concentration- spending all advt. money in a single period

Fighting- advt. for some time-no advt.-again remind advt.

Pulsing-continuous advt. periodically

M E A S U R E M E N T ( A D V T. E F F E C T I V E N E S S )

Communication impact
Sales impact