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UNIT-1
DEFINITIONS
American Marketing Association, Chicago:
“any paid form of non-personal presentation
of ideas, goods & services by an identified
sponsor”
John .E.Kennedy, 1905; “salesmanship in
printing”
Chris Jacques ; “advertising is the business of
creative thinking for commercial advantage”
The Marketing Communications
Mix
Advertising Any
AnyPaid
PaidForm
FormofofNonpersonal
Advertising
Nonpersonal
Presentation
Presentation by anIdentified
by an Identified
Sponsor.
Sponsor.
Short-term Incentives to
Sales Promotion Encourage Trial or Purchase.
Selling
Personal Selling
Personal
Personal Presentations.
Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
Elements in the
Communication Process
Message
SENDER RECEIVER
Encoding
Encoding Decoding
Decoding
Media
Noise
Feedback Response
Communication process
source is the marketer or public policy maker
receiver is the consumer
message is the content
medium is the channel used to convey the
content
consumers talk too: feedback
noise disrupts the communication
Marketing communication strategies
message strategy
◦ information content
◦ creative form
media strategy
◦ medium used
◦ aperture
Message strategy
information content
◦ appropriate for stage in purchase process
◦ depth of information must be suitable
for level of involvement
for level of cognitive effort
creative strategy
◦ informational, rational
◦ emotional, transformational
Media strategy
message through the right medium at the
right time
medium used
objectives
Response Hierarchy Models
AIDA Hierarchy-of- Innovation- Communi-
stages Effects Adoption cations
Model a Model b Model c Model d
Awareness Exposure
Cognitive Awareness Reception
stage Attention
Knowledge Cognitive
response
Liking Interest Attitude
Interest
Affective Preference
stage
Desire Conviction Evaluation Intention
Trial
Behavior Action Purchase Behavior
stage Adoption
Cont…
3. Designing the message
AIDA
4M’s
3(A). Message content…
Appeals
Advertising Appeals
An advertising appeal refers to the approach
used to attract the attention of consumers
and/or to influence their feelings toward the
product, service, or cause. It's something that
moves people, speaks to their wants or need,
and excites their interest..
Types
Rational Appeals
Focus on the consumer’s practical, functional,
Love
Humor
Pride
Prestige
Joy
Playfulness
Friendship
relationship
Negative emotional appeal
Fear
Guilt
Shame
Moral appeals:
8 elements:-
1. The degree of control i.e, needed in terms
of how the messsage is delivered.
2. The financial resources that are available.
3. The credibility of each tool In the eyes of
buyers.
4. The size of target markets & their
geographic spread
Cont….
5. the nature of market & product
6. whether a push or pull strategy should be
used.
7. the stage reached by the product
The buyer’s readiness stage.
Cont…
7. The ways in which the elements of
promotion mix are to be integrated to
marketing mix
4) Media
5) Selection of
planning &
optimal media
strategy
11) Developing
12) Deploying
public
personal selling as
relations/publicity
&advertising a promotional tool
Ethics in advertising
Is a choice between good & bad
Governed by a set of principles of morality at