Escolar Documentos
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Course: IMC
Presented by
Ridwan Rahman, ZR 31 Sharjil Haque, ZR 45 Tasmia Tasbih Nova, RQ 58
Advertising
Advertising is a form of communication used to persuade an audience/consumers to take action with respect to products, ideas, or services. Adds value to brand by influencing consumers perception Effective advertising can lead to increased market share and greater profitability
Impersonal
Aimed at groups of people, not individuals
One-Way
Media used cannot carry messages back from the customers to the company
Planned Message
Message can be created and controlled by the advertiser to communicate a precise idea
Sponsored
Sponsor of the advertising message wants to be identified
Paid
Media companies are paid for their time and space to carry out advertisers message
Influencing Behavior
When effective, advertising influences attitudes and behaviors for current/new customers
Makes consumers aware of new products Informs them about specific brands Educates them about particular product features & benefits
Persuade customers to try new products, brands & services Create demand for entire product category Build secondary demand
Other Efforts
Innovation
Improving quality
Altering consumer perceptions
Types of Advertising
Business Advertising directed towards people who buy for business use
Informational Advertising
B2B Advertising
TECHNIQUES TABLES.COM
B2B Advertising
TECHNIQUES TABLES.COM
Category: Medium
Internet Billboards TV Radio Print Ads (Newspapers and large circulation magazines) Other creative mediums are being utilized too these days (Coffee cups, shopping bags, etc)
Formulating Techniques
Advertisers use variety of techniques to present their brand in the most favorable light and persuade customers to consider purchasing these brands
Informational
>Benefits,
>Characteristics, >Prices
are mentioned
Humor
Sense of humor used to attract and retain attention of audience
Video 1
Fear
Usage of vivid elements of fear
Fear
Anti Smoking Ad
Video 2
Mystery Building
Mystery Building Used a lot by marketers, where they leave the audience in dark until the end Possible mainly in TVCs
Video 3
Emotional
Video 4
Use of Mascots
Video 5
Value of Advertising
First step in the brand decision process Helps keep a brand top-ofmind Can also create unidentified need
Palmolive Dish/Hand Wash
Cost Effectiveness
Control
Awareness
Creative Ideas Source Information Brand Positioning
Mass media advertising is able to build awareness because of the power of its creative ideas
Cost Effectiveness
Control
Often develops the big idea that serves as central focus for all marketing communication messages
Awareness
Creative Ideas Source Information Brand Positioning
Value added by giving details and info about features, benefits, location of sale, etc
Cost Effectiveness
Control
Awareness
Creative Ideas Source Information Brand Positioning
Advertising has the power to create psychological relationship between brand and users
Cost Effectiveness
Control
Although information is important, advertising forms psychological link through emotional involvement Usually TVCs
Awareness
Creative Ideas Source Information Brand Positioning Cost Effectiveness Control
REACH of mass media communication is vast Television commercials are especially cost-effective
Awareness
Creative Ideas Source Information Brand Positioning
Marketer has complete control over What the ad says When and where it appears, etc
Cost Effectiveness
Control
Waste: High level of waste because it sends messages to uninterested audiences One-way Communication: Does not allow communication from customers to marketers
Low Credibility: Customers perceive ads as paid messages Clutter: Advertising is so frequent and common that consumers find it tough to differentiate
Merchandising: extending brand image through promotional activities at the retail level
Point of Purchase materials are used.
E.g. flyers, items on the cash counter, conveyor belts, stands, etc
Flyers in Superstores
Strengths
Direct attention to a brand at the point of sale
Limitations
Retailers are resistant to using them Failure of salespeople to promote the use of POP where appropriate Retailers view them as detracting from the stores image
Thank You