ADVERTISEMENT MANAGEMENT

Advertisement: Advertisement is a paid form of non personal communication about an organization or its products that is transmitted to a target audience through a mass broadcast medium.

FEATURES OF ADVERTISEMENTS
Non personal form of communication Paid form of communication Advertisement is issued by an identified sponsor Advertisement is to promote product and service Advertisement supplement personal selling Advertisement disseminates information about the product Advertising is a mass way of persuasion Advertisement is most efficient way of reaching the people

OBJECTIVES OF ADVERTISING
To introduce a new product or a service to the market to achieve large sales volume their by increasing profit. To introduce new product Increase volume of sales and reduce selling expense Reach all those people who are inaccessible to salesman Create and maintain permanent demand

OBJECTIVES OF ADVERTISING COND

To overcome competition Creates goodwill Advertising servers consumers , producers and the middlemen

SCOPE OF ADVERTISEMENT ACTIVITIES

Advertising must promote an effective and constant support to dealers, distributers, wholesalers, retailers and salesman Advertising activities will give a confidence and brand loyalty to customers Advertising activities helps to improve the morale and confidence of sales force Advertising activities will give confidence to share holders, customers, govt etc Advertising activities will give a different image among your competitors and in your business circle.

FUNCTIONS OF ADVERTISING
Advertising is a marketing tool Advertising as a means of communication Advertising is means of persuasion Advertising is a means of employment

TYPE OF ADVERTISING

Institutional Advertising Product Advertising

Information Persuade Remind

Target group basis

Consumer Advertising Industrial Advertising Trade Advertising Retail Advertising Non profit Advertising Professional Advertisement Corporate Advertising

- Pepsi Youngistan

Geographical Advertisement Service Advertising Advertising according to the timing of response

COMPONENTS OF ADVERTISING
Advertisers Advertising Agencies

Support organisations

Mass media

consumer

STEPS IN DEVELOPING AN ADVERTISEMENT CAMPAIGNIdentify and analyze target audience Define advertisement objectives Create advertising platform Determine advertisement appropriation Develop media plan Create advertising message Execute campaign

BENEFITS OF ADVERTISEMENTS
Information Brand Image New product launch Increase the sales

DEMERITS
Increase the cost of the product Manipulation of taste and interests Advertisement to children May end up in false message Moral concerns

FOUR MAJOR ASPECTS OF PROMOTION MIX

Advertising Personal selling Promotions Public relations

PROMOTION
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

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PROMOTIONAL MIX
Combination of promotion tools used to reach the target market and fulfill Advertising the organizations Public Relations overall goals. Sales Promotion Personal Selling Public Relations Word-of-Mouth
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ADVERTISING

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

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ADVERTISING MEDIA
Traditional Advertising Media Electronic Advertising Media

Television Radio Newspapers Magazines Books Direct mail Billboards

Internet Electronic mail

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ADVERTISING

Advantages

Disadvantages

Reach large number of people Low cost per contact Can be microtargeted

Total cost is high

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PUBLIC RELATIONS

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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PUBLICITY

Public information about a company, good, or service appearing in the mass media as a news item, which is free to the company.

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SALES PROMOTION
Free samples Contests Premiums Trade Shows

Popular Tools for Consumer Sales Promotion

Vacation Giveaways Coupons

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ADVERTISEMENT AND SALES PROMOTION

Advertising is the supporting force for sales promotion. Sales promotion programe may give direct incentive to improve the sale Eg: Chilling unit of cola companies

PERSONAL SELLING AND ITS ADVANTAGES

Personal selling is the oldest promotion technique which helps to push the product and close the deal. Advantage Provides a detailed explanation or demonstration of product Message can be varied to fit the needs of each prospective customer Can be directed to specific qualified prospects Costs can be controlled by adjusting sales force size Most effective in obtaining sales and gaining satisfied customers

THE ROLE OF THE SALES FORCE

Two-way

personal communication More effective than advertising in complex selling situations The sales force plays a major role in most companies The sales force represents the company to customers They also represent the customers to the company

GOALS OF PERSONAL SELLING

Increase awareness Information gathering Stimulate demand Provide Information Ask for the order Brand building

MARKETING MIX

4 PS AND ADVERTISEMENTS
Advertising and Product Advertising and Price Advertising and Place Advertising and Promotion

ADVERTISING APPEALS

Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.

TYPES OF APPEALS
Rational or Logical appeal Emotional appeal

Emotional Appeal An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases.

EMOTIONAL APPEAL
Emotional Appeal is based on 3 ideas: Consumer ignores most ads Rational ads go unnoticed Emotional ads can capture attention

ADVERTISING APPEALS
Fear Humor Music Rationality Emotions Scarcity Sex

RATIONAL APPEAL
Rational appeal are the thinking process of the audience.. They involves some sort of reasoning process. High quality Low price Easy to use Re sale value Economic Eg: Industrial buyers

PRODUCT POSITIONING

Positioning simply means creating a belief about the brand.

Eg: Dettol Germ protection Sony -

STEPS IN ADVERTISING PLANNING

CONCEPT OF DAGMAR
DAGMAR is Defining Advertising Goals for Measured Advertising Results. It is basically an approach to advertising planning and a precise method for selecting and quantifying goals and for using those goals to measure performance.

COMMUNICATION PROCESS IN DAGMAR Unaware APPROACH

Awareness

Comprehension and Image

Attitude

Action

CONCEPT OF DAGMAR
A Measurable Objective A Conceivable Benchmark Well-Defined Target Audience Fixed time period

LIMITATIONS OF DAGMAR
Promote only sales/No evaluation Practical problems Measurement

LAVIDGE AND STEINER MODEL

1.awareness 2.knowledge 3.liking 4.preference 5.conviction 6.action

MODULE 2

ADVERTISING ORGANIZATION AND MANAGEMENT Advertising management is the process of overseeing campaigns that seek to inform and attract consumers regarding a particular good or service.

PARTICIPATORS OF ADVERTISEMENT MANAGEMENT

Advertiser (Client) Advertising Agency Media Organizations

Govt Agencies

ORGANIZATION OF ADVERTISERS
The Larger the advertiser, the greater the need for an organizational structure that indicates the tastes of the people responsible for the firms advertising. Responsibility's are clearly defined

Functional Organization

VP Marketing

Sales Manager

MR Manager

Advt.Manager

Product Manager Organization

VP Marketing

Brand Manager

Sales Manager

MR Manager

Advertisement Manager

Group product manager

ADVANTAGES
Responsibility is clear Quick response for problems and opportunities Line of communication is shorter Excellent training to new executive

WEAKNESS
Managers responsibility is without authority He does not have control over other functional areas Product manager is responsible for each activity without authority

ORGANIZATIONAL STRUCTURE OF ADVERTISEMENT DEPARTMENT

It is divided based on: Functions Media Product Geography By end user

BASED ON FUNCTION

Advertisement Manager

Copy writing Manager

Production Manager

Art Manager

Media Manager

BY MEDIA

Advertisement Manager

News paper Manager

Broadcasting Manager

Magazine Manager

Television Manager

Direct Mailing

BY PRODUCT

Advertisement Manager

Product A

Product B

Product C

BY GEOGRAPHY

Advertising Manager Zone A(Manager) Zone B(Manager) Zone C(Manager)

BY END USER

Advertising Manager
Consumer Market Manager Institutional Market Manager

Govt Market Manager