Escolar Documentos
Profissional Documentos
Cultura Documentos
1
(a) Reach - what proportion of the target customers will be exposed to the advertising?
(b) Frequency - how many times will the target customer be exposed to the advertising
message?
(c) Media Impact - where, if the target customer sees the message - will it have most
impact? For example does an advert promoting holidays for elderly people have more
impact on Television (if so, when and which channels) or in a national newspaper or
perhaps a magazine focused on this segment of the population?
NATURE OF ADVERTISING
paid form
non-personal presentation and promotion
ideas, goods and services
through mass media
an identified sponsor
controlled
persuasion
neither neutral nor unbiased
SCOPE OF ADVERTISING
scope for packaging any product through a very attractive manner
showcase specialties through advertising
involves a lot of capital and expertise
stiff competition in the industry
study of advertising agencies
study of controlling bodies
social and economic aspect
advertising as a communication process
involves study of media
involves study of ad message
OBJECTIVES OF ADVERTISING
trial
continuity
brand switching
switchback
inform
persuade
2
remind
create awareness
develop interest
educate
reinforce
TYPES OF ADVERTISING
Print Advertising – Newspapers, Magazines, Brochures, Fliers
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
Broadcast advertising – Television, Radio and the Internet
Covert Advertising – Advertising in Movies
Surrogate Advertising – Advertising Indirectly
Public Service Advertising – Advertising for Social Causes
Celebrity Advertising
Television advertising
Radio advertising
Online advertising
Billboard advertising
Mobile billboard advertising
In-store advertising
TYPES :
FOR WHOM:
Consumer advertising
Industrial advertising
GEOGRAPHICAL COVERAGE
National
Regional
Local
National
MEDIA USED:
Print
Electronic
Direct mail
Outdoors
AIMS:
FINANCIAL ADS
PRIMARY Vs secondary demand
Product or service
Social messages
Direct Vs indirect action
3
SOCIAL ASPECT OF ADVERTISING
Impact on society, values, lifestyles etc
May lead to materialism- undue importance to material interests
Bearing on consumer choice
Too much persuasive
Influences consumer welfare and protection
Impact on living standard of society
Affects cultural values of society
Reflection of cultural values in advertising
Ethics and truth in advertising
Ad as an information providing source
4
• Introduction: The product is promoted to create awareness.
• Growth: Advertising spend is high and focuses upon building brand.
• Maturity: Producers attempt to differentiate products and brands are key
to this. Price wars and intense competition occur. Promotion becomes
more widespread and use a greater variety of media.
• Decline: More innovative products are introduced Profits are improved by
reducing marketing spend and cost cutting
5
INTEGRATED MARKETING COMMUNICATION (IMC)
6
AIDA
AIDA MODEL
7
Advertising Budget
8
spending limit
9
Administering the budget
ADVERTISING CAMPAIGN
10
► It is an orderly planned effort consisting of related but self contained &
independent advertisements.
► Though the campaign is conveyed through different media, it has a single theme
& unified approach.
► There is a psychological continuity due to a unified theme.
► The physical continuity is provided by similarity of visuals and orals.
Campaign Type 2:
► THE CHARACTER HOOK
► A character hook uses a hero, villain, or victim to embody a key attribute of a
brand. Great heroic character hooks include Ronald McDonald, a hero of
happiness created in 1963. Ronald helped McDonald's to own family fast food.
► How effective was this character? Consider that 96% of school children in the
United States can identify Ronald McDonald. Only Santa Claus is more
commonly recognized.
11
Campaign Type 3:
► THE REPEATABLE THEME: A repeatable theme is a situation that plays out
again and again calling out the need for a company's product. Example of a
repeatable theme include the York Peppermint ads created by Cliff Freeman.
Consumers know the punch line that is coming. They love to see the set-up played
out in different situations. It is satisfying to be in on the joke, before it comes.
Repeatable themes make the target customer feel like they have the inside track.
They know how to play along and thus feel connected to your brand.
Campaign Type 4:
► CONSISTENT LAYOUT: A consistent layout uses a unique, design look and
repeats these elements at each touch point. This allows customers to easily
identify your company in a blink. The more distinct these elements are from your
competitors, the easier it is to stand out from the clutter.
► Great examples of consistent layout include the Continental ads, with the blue
globe, yellow trim, and white all caps headline. NW Ayer put that design on
everything from print ads to bag tags to cocktail napkins and helped Continental
become the number one airline in the world, as well as the most profitable.
Consistent layouts include Apple's iPod ads with dancer people on bright
backgrounds. The iconic ads helped make the iPod the number one MP3 player in
the world and helped Apple extend its brand from a computer company to a
consumer electronics company.
CAMPAIGN PLANNING
12
POINTS TO BE CONSIDERED WHILE PLANNING AD CAMPAIGN
► Identify the problem
► Budget
► Pre testing
► Target audience
► Media selection
► The language
► Visual & the copy
► Timing & duration
► Post testing
► Effect on sales
13
Advertising strategies
► It describes how to achieve communication objectives.
► Two components:
► Creative strategy: describes what we are going to say (content) & how we are
going to say it (style)
► Media strategy: in which media & at what time message will be put across.
► Heart Strings: Commercials often create an emotional ambience that draws you
into the advertisement and makes you feel good. The McDonald's commercials
featuring father and daughter eating out together, or the AT&T Reach Out and
Touch Someone ads are good examples. We are more attracted by products that
make us feel good.
► Amazing Toys: Many toy commercials show their toys in life-like fashion, doing
incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls cry and
spring-loaded missiles hit gorillas dead in the chest. This would be fine if the toys
really did these things.
► Life-like Settings: Barbie struts her stuff on the beach with waves crashing in the
background, space aliens fly through dark outer space and all-terrain vehicles leap
over rivers and trenches. The rocks, dirt, sand and water don't come with the toys,
however.
► Sounds Good: Music and other sound effects add to the excitement of
commercials. Sound can make toys seem more life-like or less life-like, as in a
music video. Either way, they help set the mood advertisers want.
Cute Celebrities: Teenage Mutant Ninja Turtles sell pizza. Spuds McKenzie sells
beer. "Joe Cool" camel sells cigarettes. All of these are ways of helping children
identify with products either now or for the future
.
► Selective Editing: Selective editing is used in all commercials, but especially in
commercials for athletic toys like frisbees or footballs. Commercials show only
brilliant catches and perfect throws. Unfortunately, that's not the way most
children experience these toys.
14
► Family Fun.: "This is something the whole family can do together!" or "This is
something Mom will be glad to buy for you." Many commercials show parents
enjoying their children's fun as if the toy will bring more family togetherness.
► Star Power: Sports heroes, movie stars, and teenage heart throbs tell our children
what to eat and what to wear. Children listen, not realizing that the star is paid
handsomely for the endorsement.
15