Professional Documents
Culture Documents
Advertising at Unit 4
Advertising at Unit 4
INTRODUCTION
TO
ADVERTISING
Definition
• a form of marketing communication used
to encourage, persuade, or manipulate
an audience (viewers, readers or
listeners; sometimes a specific group) to
take or continue to take some action
Definition of Advertising
• According to “Philip Kotler” & American
Marketing Association. The advertising is
any paid form of non personal presentation
of
• Ideas
• Goods
• Services by an identified sponsor that is
called Advertising.
Defining Modern Advertising
• Advertising is paid • Five basic
persuasive components:
communication 1. Paid
communicat
• Uses nonpersonal
ion
mass media to reach
2. Sponsor is
broad audiences to identified
connect an identified 3. Tries to persuade or
sponsor with a influence
target audience 4. Reaches a large
audience
5. Conveyed through
impersonal mass
5 M’s OF ADVERTISING
MONEY
MISSION MESSAGE
5 M’s
MEASURE
MENT
MEDIA
5 M’s OF ADVERTISING
• Mission,
– the main idea or selling proposition that they
want to propagate to the target
• Money,
– factors such as market share and consumer
base play a significant role in budget
allocation for an advertisement
• Message,
– needs to come up with a tagline and a
campaign
• Media,
– the mode of communication
– the reach and the impact
– the timing
• Measurement
impact of the advertisement through
– market research and
– by analyzing sales figures
NATURE AND SCOPE
OF
ADVERTISING
Nature of Advertising
• A persuasive message.
• Carried by a non-personal medium.
• Paid for by an identified sponsor.
• One way communication.
• Supports other promotional efforts.
• Supplier
• Audience
The Key Players
• Advertiser • The channels of
communication that carry
(client) the message to the
audience
• Agency • Are also companies or
huge conglomerates
• Media • Mass media advertising
can be cost effective
• Supplier because the costs are
spread over the large
• Audience number of people the ad
reaches
The Key Players
• Advertiser • Assist advertisers,
agencies, and the
(client) media in creating and
placing the ads
• Agency • Vendor services are
often cheaper than
• Media those in-house
• Supplier
• Audience
The Key Players
• Advertiser • The desired audience for
the advertising message
(client) • Data-gathering
technology improves
• Agency accuracy of information
about customers
• Media • Advertisers must
recognize the various
• Supplier target audiences they are
talking to and know as
• Audience much about them as
possible
Advertising communication process
Persuading
Reminding
Adding Value
• Persuades people
• Institutional or corporate
advertising:
– Promotes the firm or tries to create a positive
image
– May be customer-service
– May be public-service
• Primary demand advertising:
– Intended to stimulate use of a category of products
– Pioneering advertising Primary demand done in
the introductory stage of PLC
Strategy Implementation
Assessing Ad Effectiveness 5
6
5
6
ADVERTISING
APPROPRIATION
• The portion of the total marketing budget
that is allocated to advertising over a
specific time period.
• The advertising appropriation policy based
on a number of approaches.
• Advertising appropriation is also
referred to as advertising
sometimes
budget.
PROCESS
OF
ADVERTI
SING
Advertising Planning Framework
MESSAGE DECISION:
•Message
strategy
•Message
OBJECTIVE SETTING: BUDGET DECISION:
• Affordable execution CAMPAIGN
•Communication Approach EVALUATION
Objective • Percent of •Communication
• Sales Objective sales impact
• Competiti MEDIA DECISION: • Sales impact
ve parity Reach ,frequency,
• Objective impact, timing,
& task media vehicles or
types
Step:1: setting advertising objective
Methods:
Affordable approach
Percentage of sales method
Competitive parity method
Objective & task method
Step:3: Creating advertising message
• Step 8 - Perfection:
then the created ad is re-examined and the
ad is redefined to make it perfect to enter
the market.
• Step 9 - Place and Time of Ad:
the next step is to decide where and when
the ad will be shown.
The place will be decided according to the
target customers where the ad is most
visible clearly to them.
The finalization of time on which the ad
will be telecasted or shown on the
selected media will be done by the traffic
department of the agency.
• Step 10 - Execution:
finally the advertise is released with perfect
creation, perfect placement and perfect timing in
the market.
• Step 11 - Performance:
the last step is to judge the performance of the ad
in terms of the response from the customers,
whether they are satisfied with the ad and the
product, did the ad reached all the targeted
people, was the advertise capable enough to
compete with the other players, etc. Every point
is studied properly and changes are made, if any.
STP:
STRATEGY
FOR
ADVERTISING
STP-STRATEGY
FOR
ADVERTISING
Deciding on a marketing communications
strategy is one of the primary roles of the
marketing manager and this process
involves some key decisions about:
•who the customer is,
•how to contact them, and
•what the message should be.
Segmentation
Dividing the marketing into distinct groups
Drill –I:
• Who are the potential customers?
• How many sub-groups should you divide them
into?
• How do these groups differ?
Drill –II:
• What are their media consumption habits?
• What are their expectations and aspirations?
• What are their priorities?
• What are their buying habits?
• Are they likely to have children?
• How much money do they give to charity?
• How can you help them?
Marketing Research Method
for Segmentation
• Sales analysis and buying patterns
• Questionnaires
• Desk research
• Website statistics, especially social media
• Focus groups
• Face-to-face interviews
• Specialist market research companies
Targeting
Deciding which of these groups to
communicate with, and how to talk to them
• process of communicating with the right
segment(s) and
• ensuring the best possible response
rate.
• The methods you use to target your
audience must relate to your marketing
plan objectives –
– are you trying to generate awareness of a
new product? OR
– attract business away from a competitor?
Targeting
• Process
Evaluation of media channel
– Consider the reach,
– Frequency,
– Media impact and
– Target customer exposure.
• Deciding which media channel to use
– Media choice is a matter of compromise
between volume of people versus the
personalization of the message
• Ensuring your message reflects the stages of
the purchasing funnel
– Identifying the key stages in the customer journey and
ensuring communications messages are
personalized and relevant
• Integrated Marketing Communications
– All ads across all media work together towards a
common goal by using similar messaging and 'look
and feel‘
• Getting the best response
– message is relevant and clear
– Objectives are addressed clearly
Positioning
How the product or brand should be
perceived by the target groups
BRANDING AND MESSAGING-
• unique selling points (USPs)
CORPORATE IDENTITY
• ensure that your branding is used in a consistent
way throughout the company.
Who is handling relations in organization/company ?
Hindustan Lever($376 m)
Paras Pharmaceuticals ($120 m)
Procter & Gamble ($114 m)
Coca-Cola company ($95 m)
Godrej industries ($80m)
Colgate-palmolive ($67 m)
Pepsico ($62 m)
Patanjali
Nirma chemicals ($52 m)
Nestle ($50 m)
Dabur India ($49 m)
India’s 10 leading advertising/PR companies of India: