ADVERTISING

Any paid form of non-personal presentation & promotion of ideas, goods or services by an identified sponsor mostly used by business firms, non-profit organizations, professionals, social agencies

ADVERTISING OBJECTIVES

A specific communication task to be accomplished with a specific target audience during a specific period of time.

ADVERTISING BUDGET

depends on its stage in the product life cycle and market share. New Products typically need large advertising budgets to build awareness & to gain consumer trial. Mature Brands usually require

SETTING ADVERTISING BUDGET

More Competitive Brands in a market with many competitors and high advertising clutter must be advertised more heavily to be noticed above the noise in the market. Undifferentiated Brands may require heavy advertising to set them apart. Differentiated Brands : For such products, advertising can be used to

DEVELOPING ADVERTISIING STRATEGY

Creating Advertising Messages Selecting Advertising Media

Media Planning function & creating the message are equally important.

CREATING ADVERTISING MESSAGES

Advertisement cannot succeed unless it communicates well & gains attention. Good advertising messages are important in existing costly & cluttered advertising

BREAKING THROUGH THE CLUTTER

MESSAGE STRATEGY

Identify customer benefits Example: Head & Shoulder compelling creative concept Example:Safeguard Antibacterial Soap Creative concept may emerge as a visualization a phrase a combination of two Advertising appeals should have following three characteristics Meaningful Believable Distinctive Example: Colgate Toothpaste

MESSAGE EXECUTION

Any message can be presented in different execution styles, such as Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement

SLICE OF LIFE
Example: Tang Instant Drink

LIFE STYLE
Example: Ads of Yamaha, Honda, Suzuki etc

FANTASY
MODEL OR IMAGE Example:
Pantene
Example: PONDS Dream Flower Talcum Powder

MUSICAL

Example: Telenor Talk Shawk Sunsip Ka Limopaani

Example: Dentonic Tooth Powder 7up

PERSONALITY SYMBOL

TECHNICAL EXPERTISE
Example: Haleeb Milk Pack Nido

SCIENTIFIC EVIDENCE
Example: Dettol an Antibacterial Soap Harpic Power

TESTIMONIAL EVIDENCE OR ENDORSEMENT

Example: Lux Beauty Soap Lifebuoy Germ Buster Pert Plus

MESSAGE EXECUTION

Advertiser must choose a tone for the ad. Example:Nokia Mobile Phone Advertiser must use memorable and attention getting words in the ad Example: Habib Cooking Oil---Format elements make a difference in an ads impact as well as in its cost. A reader notices the Illustration Headline Copy Example: Surf Excel Moreover these three elements must

ADVERTISING MEDIA
1.

Deciding on reach, frequency and impact Choosing among major media types Selecting specific media vehicles

2.

3.

FREQUENCY & IMPACT

REACH FREQUENCY MEDIA IMPACT

AMONG MAJOR MEDIA TYPES

Major media types are: Newspapers Television Direct mail Radio Magazines Outdoor Internet Factors influencing media choices Media Habits of Target Consumers Nature of the Product Advertising Cost Media Impact Media Multi-Taskers

SPECIFIC MEDIA VEHICLES

cost per thousand persons reached by a vehicle. costs of producing ads for different media. media cost measures against several media impact factors like Audience Quality Audience Attention Editorial Quality

DECIDING ON MEDIA TIMINGS

Continuity Pulsing

EVALUATING ADVERTISING

Communication effect Sales effect

ADVERTISING CONSIDERATIONS

Organizing for advertising International advertising decisions

if your trade promotion rupees, arent building your brand, what the hell are they building??

SALES PROMOTION

short-term incentives to encourage the purchase or sale of a product or service Unlike advertising offers reasons to buy a product or service, sales promotion offers reason to buy now! constitutes wide variety of promotion tools designed to stimulate

RAPID GROWTH OF SALES PROMOTION

..targeted toward final buyers, retailers and wholesalers, business customers, and members of the sales force Pressure on project managers to increase sales Competition faced by companies

SALES PROMOTION OBJECTIVES

consumer promotions Trade promotions Sales force Sales promotions are usually used together with advertising, personal selling, or other promotion mix tools Build long-term customer relationships.. by either sales promotion or even price promotions

DEVELOPING THE SALES PROMOTION PROGRAM

The size of the incentive Conditions for participation Promote & distribute the promotion program itself..! Length of the promotion Evaluation : effecttiming of demand OR
total demand

Surveys

Major Sales Promotion Tools

Consumer Promotion Tool Trade Promotion Tools Business Promotion Tools

The main consumer promotion tools include

Samples Price Packs Premium Advertising Specialty Patronage Reward Contests, Sweepstakes, Games

SAMPLE

A small amount of a product offered to customers for trial.. e.g. cosmetics

PRICE PACK (paisaoff deal)

Reduced price that is marked by the producer directly on the label or package..

PREMIUM

Good offered either free or at low cost as an incentive to buy a product..

Advertising Specialty

Useful article imprinted with an advertisers name, given as a gift to consumers..

Patronage Reward
Cash or other awards for the regular use of a certain companys products or services.

Sweepstakes, Games

Promotional events that give consumers the chance to win something such as cash, trips, or goods by luck or through extra effort.. E.g. Jazz

TRADE PROMOTION TOOLS

persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers. Many of the tools used for consumer promotions contests, premiums, displays can also be used as trade promotions.

Trade Promotion Tools

Discount A straight reduction in price or purchases during a stated period of time.. e.g. Ramadan offers Allowance Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturers

Business Promotion Tools

used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. includes many of the same tools used for consumer or

Business Promotion Tools

Conventions & Trade Shows Sales Contests

PUBLIC RELATIONS

Let me ask you something. How would you feel if all your phone conversations last night were secretly taped and made public today??

DEFINING THE TERM PR

It can be defined as: building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events.

FUNCTIONS OF PR DEPARTMENT

PRESS RELATIONS OR PRESS AGENCY: e.g advertising in the paper or having press releases

FUNCTIONS OF PR DEPARTMENT

PRODUCT PUBLICITY e.g advertisements PUBLIC AFFAIRS LOBBYING e.g the scenario when the import of cars was delayed

FUNCTIONS OF PR DEPARTMENT

INVESTOR RELATIONS e.g attracting a bank to start a joint venture DEVELOPMENT e.g sponsoring a fund raising event or marathon

ROLE OF PUBLIC RELATIONS

promotion build and maintain relations rebuild interest

IMPACT OF PUBLIC RELATIONS

Has a strong impact on people lower cost usually gives spectacular results e.g. the pre launch hype about DJUICE

IMPACT OF PUBLIC RELATIONS

Located usually in the head quarters. Deals with multiple kinds of publics plays important role in brand building

IMPACT OF PUBLIC RELATIONS

A very controversial yet recognized book titled THE FALL OF ADVERTISING & THE RISE OF PR states that building the brand name is not advertisings baby its actually the work of PR.

MAJOR PR TOOLS
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A public relation manager uses various tools news speeches special events buzz marketing

MAJOR PR TOOLS
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Mobile marketing written materials Audiovisual materials Corporate identity materials companys website Contributing to Public Service Activities