Post on 04-Apr-2018
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Advertising
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Advertising A shop wants to attract more customers or clear stocks, so
it decides to offer special discounts for a period.It advertises in the daily newspapers to inform the publicof its sale.
A company brings out a new product which is muchmore economical than the existing ones in its category.If the company cannot advertise the product, it wouldnever be able to enter the market. Any other form ofcommunication would be long drawn out and uneconomical.
The Government wants corporate, businessmen and salariedpeople to pay taxes. It advertises in newspapers, radioand television to reach the target audience.
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Who needs advertising?
Companies use advertising to:
inform people about their products and services
to make their brand names familiar to the public
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Who needs advertising?
Companies use advertising to:
to give the company a personality which sets itapart from the others.
to remind customers about their brands at theright time and right place
to tell the public about improvements in products to help their sales force to be more effective
to reinforce customer confidence in his/her purchase
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Governments and autonomous bodies useadvertising to:
Inform people about their policies
Promote birth control
Educate the masses on health care
Prevent panic during natural disasters
Dispel harmful rumours
Attract foreign investment
Who needs advertising?
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Public bodies prefer to use professionaladvertising agencies because agencieshave the creative talent to explain
complex issues in a way which makesthem interesting, easy to understandand meaningful.
Examples: SBI, Bank Of India, LIC etc.
Who needs advertising?
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What is ADVERTISING?
theactionofcallingsomethingto theattentionofpublic
WEBSTERs Dictionary
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What is ADVERTISING?
ADVERTISING is the delivery of themostpersuasive product
messageat theright time, intheright place, to theright
person, at the lowest possible costTodays Product/Brand Manager
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What reallyis Advertising? Paid form of non-personal communication about an
organization, product, service or idea from anidentified sponsor, using mass media to persuadeor influence an audience
The paid aspect of this definition reflectsthe fact that the space or time for an advertisingmessage must be bought.
The non-personal component means that advertisinginvolves mass media (eg. TV, radio, magazines,newspapers) that can transmit a message to largegroups of individuals, often at the same time.
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What reallyis Advertising?
The non-personal nature of advertisingmeans that there is generally no opportunityfor immediate feedback from the message
recipient (except in direct responseadvertising)
Therefore before the message is sent, the
advertiser must consider how the audiencewill interpret and respond to the message
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What reallyis Advertising?
Advertising is communication of
informationand values by an
identifiedsponsor
Advertising is the third partner in the
relationship between a consumer and aproduct/service.
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Importance of Advertising
There are several reasons why advertisingis an important part of the marketerspromotional mixes.
Firstly, it is very cost effective methodto communicate to a large audience.
Secondly, it helps create brand image andsymbolic appeal for the brand which is avery important for companies sellingproduct/services that are difficult to
differentiate on functional attributes.
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Importance of Advertising Another advantage of advertising is its
ability to strike a responsive chord withthe consumers when differentiation acrossother elements of the marketing mix is
difficult to achieve.
Popular advertising campaigns attractcustomers attentions and can help
generate sales. For example pepsis Oyebubbly, Mera number kab aye ga, AsianPaints Badiaya hai, Alpenleibe -Lageraho, etc
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Importance of advertising
The nature and purpose of advertising differs fromone industry to another and/or across situations.
The targets of an organization's advertising efforts
often vary as do the advertising role and function inthe marketing program.
For eg. One advertiser may seek to generate
immediate response or action from customers,another may want to develop awareness or positiveimage for its products or service over a longerperiod.
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Role of Advertising in Brand Promotion
Information and persuasion
Introduction of new brand or brandextensions
Building and maintaining brand loyaltyamong consumers
Creating an image and meaning for a brand
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The stages in consumer purchase process
Need recognition
Information search
Evaluation of options
Outlet selections
Purchase
Post purchase evaluations
How does advertising work?
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How does advertising work?
Awareness
Comprehension
Conviction
Action
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How does advertising work?
Awareness
Interest
Desire
Action
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Hierarchy of effects
100% target audience
75% aware of the product
50% show some interest in the product
30% preferred the product
25% tried the product
15% Repurchase
How does advertising work?
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Importance of advertising
What advertising does is create awareness,interest, desire and drives the consumerto the shop.
For any advertising to be successful, it isessential that the service or product must besuperior or meaningfully different; certainly,at the very least, it must be at leastsatisfactory.
If it is a public message, then it must be a
credible proposition.
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Importance of advertising
Any amount of good creative advertisingcan never help in selling a brand or aproduct of inferior quality.
At the most advertising will help in
inducing a trial from the consumers,thereafter it is entirely on the qualityof the product or brand.
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Advertising
Some dos Advertising should be informative
Advertising should be entertaining Advertising should be involving
http://localhost/var/www/apps/conversion/tmp/scratch_7/BAJAJ%20HAMARA%20BAJAJ.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/60Sec.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Adidas%20Full%20Tension.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Adidas%20Full%20Tension.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/60Sec.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/BAJAJ%20HAMARA%20BAJAJ.mpg7/29/2019 advertisingproject
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Advertising
Some donts Advertising should never over claim any
benefit in a product or a brand.
Never try to put down or talk down yourconsumers in manner that will insult them.
Try not to compare your brand with acompetitor and try not to show yourcompetitor in bad light.
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Advertising
Some donts In case you do any comparison with your competitor or show your
competitor it should be done in a intelligent and tactful manner
that such that it is memorable and not in bad taste.
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Avis v/s Hertz (Rent-a-car)
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How is good advertising created?
Creating good advertising is to buildthe most meaningful relationshipbetween the Brand and its customers.
For creating meaningful advertising one
must know Why do people buy?
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Why people buy?
People buy a product because theyhave a need for it
I need a pressure cooker because I
have to lay food on the tableeveryday
People buy a brand because they havea relationship with it. I will buy a Hawkins Pressure Cookerbecause I can trust Hawkins.
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Types of benefits
a) Objective benefits
b) Subjective benefits
c) Values-oriented benefits
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Objective benefits
These are tangible, physical and measurable These are in the product
They are what you get by using it
Example - Hawkinspressure cookercooks quickest withleast trouble andgreatest safety
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Subjective benefits
These are in the consumers mind These are perceptions. These are what the
consumer believes she will get as a result of
the objective benefit.
Example - Cooking with
Hawkins will make mefeel that I am fulfilling
my role as a wife better
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Values oriented benefits
These appeal to the consumers deepest concerns, theirbasic drives as individual human beings.
There are only a few of them - power, security, social
acceptance, status, greed, sex, survival - and they are
very powerful.
Example - Owning the beautiful Toyota Corolla carmakes me feel special, a person clearly of a higher
status with a more refined taste
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Classification of Advertising Advertising in the consumer market
- National Advertising- Retail/Local Advertising- Brand Advertising- Primary/Secondary demand advertising
- Political Advertising- Directory Advertising-Direct-Response Advertising-Public Service Advertising-Interactive Advertising
Advertising to Business & Professional markets- Business to Business Advertising- Professional Advertising- Trade Advertising
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What client expect from their advertising
Innovative solutions that Break through the clutter
Beat the competition, Stretch and magnify budgets
Different, Innovative
Great creative and media that offers full valueat prices at least as good, if not better, thanthe competition.
The most cost-effective and innovative way tosuccessfully reach and communicate with consumers.
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Biggest risk in advertising
SAFE CONVENTIONAL ADVERTISING IS THEBIGGEST RISK OF ALL
It doesnt get seen. It doesnt get remembered.
It doesnt cause any reaction.Safe advertising just lies there quietly, hoping
no-one will notice it. And no one does.
Half my advertising budget is wasted. The problem is
I dont know which half.
John Wanamaker, Advertising & Retailing Pioneer
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Should we take risks in advertising?
Yes, but wisely. Foolish risks are for fools
Smart businessman take only calculated risks
One can be smart by getting the basics right -defining target clearly, appealing to the right values,and creating a seamless fusion of product and user.
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T H A N K Y O U !!