Post on 03-Jun-2018
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Advertising
(2010-2011)I
Introduction to Advertising
Deepa Makesh
School of Communication and Media Studies
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Learning Objectives
Definition and roles of advertising
Nature & Scope
Major players of advertising
Effective advertising
Advertising & IMCCurrent advertising issues
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What is Advertising?
Advertising is:
(1) Paid,(2) Non-personal Communication,
(3) From An Identified Sponsor
(4)Using Mass Media,(5) To Persuade or Influence
(6)an Audience.
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Functions of AdvertisingTo identify and differentiate from other offerings
To communicate information about the product
To induce consumers to try new products and to
suggest reuse
To stimulate the distribution of a product
To increase product use
To build value, brand preference, and loyalty
To lower the overall cost of sales
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Functions of Advertising (contd)To associate feelings with brand
To link brand with peers and group norms
(And. More?)
To
To
To
To
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Practical Tips Ogilvys
Advertising TenetsEffective
adsHere are some advertising tenets thatDavid Ogilvy offers:
Never write an advertisement you wouldnt want your ownfamily to read.
The most important decision is how to position yourproduct.
If nobody reads or looks at the ads, it doesnt do muchgood to have the right positioning.
Big ideas are usually simple ideas.
Every word in the copy must count.
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Provide Product &
Brand Information
Provide Incentives
To Take Action
Provide
Reminders and
Reinforcement
Advertising
Performs 3 Basic
Functions
Functions of Advertising
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Five Players of Advertising
Advertiser
(Client)
Advertising
Agency
Media
Organization
Suppliers/vendors
Target
Audience
Marketing strategy and final approval
Creative and media plan
Audience delivery
Marketing communication specialists,
collateral services
Receivers of marketing communications
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Five Players of Advertising
The Advertiseris the individual or
organization that usually initiates the
advertising process. need to get outthe message
1. Manufacturers
2. Resellers
3. Individuals
4. Institutions, Government Agencies
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Five Players of Advertising
The Media
The Media are the channels of communication
that carry the messages from the advertiser tothe audience, i.e. Print, electronic, outdoor,newmedia
Each medium has a structure for selling ad space or
time Information about the profile of audienceprogram-
wise
Each medium had advt & limitaions
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Five Players of Advertising
The Advertising Agency
Independent advertising experts who
plan and implement part or all of theiradvertising efforts.
Agency of Record
Also called as ClientAgency-Relationship
Some Famous players:
Dentsu, McKann Erickson, Arnold, Ogilvy &
Mather, Satchi and Satchi, Leo Burnett etc.
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Five Players of Advertising
The Vendors
The Vendors are a group of service
organizations that assist advertisers,advertising agencies, and the media, i.e.
freelance copywriters, graphic artists,
photographers, etc.
IMRB, AASI, Free lancers
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Five Players of Advertising
The Target Audience
The Target Audience may be the
purchaseror the consumer of theproduct, or both. May need to design
different ads for each group.
Critical to know as much about thesetarget audiences as possible.
Demographics, psychographics,
behaviouristic
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What Makes Effective Advertising?
Extends from sound marketing strategy
Focuses on consumers view
Persuasive
Breaks through the clutter
Never promises more than deliverable
The creative idea not overwhelming the strategy
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Broad Dimensions That
Characterize Great Advertising
Strategy Creativity
Execution
The ultimate test for the greatness of an ad is whether it
achieved its intended objectives.
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Good or Great Ads Work on Two Levels
Achieve the Sponsors
Objectives
Satisfy the Customers
Objectives by Engaging
Them & Delivering a
Relevant Message
Characteristics of Great Ads
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Interest
Knowledge
Attitude Change
Behavioral Change/ Trial
Repurchase/Commitment/
Reminder
Identify Personal Needs
Gather RelevantInformation
Support Risk AssociatedWith Attitude Change
Enhance Need Reduction
Reinforce Trial and
Need Reduction
Expectations
ADVERTISING
OBJECTIVES
Satisfy Curiosity/Memory/Entertainment
CONSUMERSOBJECTIVES
Attention/ Awareness
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PrinciplesAIDA,Advertising Spiral,
ROIPLC
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Roles of Advertising
Marketing Role
Communication Role
Economic Role
Societal Role
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The Economic Role advertising is so persuasive that it makes
customer st ick to a product regardless o f the
price charged. Consumer values non-price
features.
Profits
Help consumers assess valuethrough: Price as well as through;
quality
Location and Reputation
Opportunity cost
Such price value information helps people make more
rat ional decis ions .
GDP & GNP
Roles of Advertising
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Marketing Role
Part of 4 Ps Marketing needs some sort of communication to reach its
target market. The role of marketing is to carry persuasive
message to actual and potential customers.
Communication Role Advertising is a form of mass communication
transmits different types of market information that brings
together buyers and sellersin the market place. It is something
that is beyond simple facts.
Roles of Advertising
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The Societal Role Informs people about new and improved
produc tsand services that so lve their
problems in a better wayuse of newtechnological products
It mirrors fashion and design trends and
make life more colorful . Advertising creates compet it ion and
pushes suppl iers to imp rove in order to
survive.
Roles of Advertising
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Interactive Advertising
Integrated Marketing Communication
Consumer Power, Relationship Marketingand Customization
Globalization
Niche Marketing
Current Advertising Issues
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Definitions
American Marketing AssociationPaid Non-personalcommunication from an identified sponsor using massmedia to persuade or influence an audience
Functional defnStructured and composed non-personalcommunication of information usually paid for andpersuasive in nature about products goods servciesideas by identified sponsor through various mass media
Working definitionArt and Science of building brands
through persuasive communication and positioningthem in consumers perception with a constant vigil on
market situation and consumer perceptions.
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More..
Business activity employing creative techniques to
design persuasive communication in mass media that
promote ideas goods services in a manner consistent
with the achievement of advertisers objectives andthe delivery of consumer satisfaction and
development of social and economic welfare
Dictionarya form of communication intended to
promote the sale of a product or service to influencepublic opinion to gain political support or advocate a
particular cause