1. PRESENTATION ON ADVERDISMENT

2. PRESENTED BY ARSALAN AHMED 3. WHAT IS ADVERTISING Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is termed as advertising . 4. 5 M,S OF ADVERTISING 5. Mission Money Message Media Measurement 6. MISSION What are the objectives of Advertising? Objective Setting, Communication Objectives, Sales object. 7. MONEY Budget Decisions, Affordable, Meet objects, % of sales. 8. MESSAGE Message Decision, Message Generation, Evaluation and Selection, Message execution. 9. MEDIA Media Decision, Reach, Frequesncy, Impact, Media Types. 10. MEASUREMENT Advertise evaluation, Communication Impact, Sales Impact. 11. MAJOR ADVERTISING DECISION: Setting advertising objectives Setting advertising budget Developing advertising strategy Evaluating advertising campaign 12. a. Setting Advertising Objectives 13. 1). INFORMATIVE ADVERTISING which is used to inform consumers about a new product or feature or to build primary demand. 14. 2). PERSUASIVE ADVERTISING which is used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. 15. 3). COMPARISON ADVERTISING which is advertising that compares one brand directly or indirectly to one or more other brands. 16. 4). REMINDER ADVERTISING which is used to keep consumers thinking about a product. This form of advertising is more important for mature products. 17. b. Setting the Advertising Budget 18. SOME SPECIFIC FACTORS THAT SHOULD BE CONSIDERED WHEN SETTING THE ADVERTISING BUDGET ARE: 1). Stage in the product life cycle. (New products typically need large advertising budgets) 19. 2). Market share. (High-market share brands usually need more advertising) 20. 3). Competition and clutter. ( More advertising is usually required in a market with many more competitors and their advertising clutter) 21. 4). Product differentiation. (When a brand closely resembles other brands in its product class, more advertising (and therefore budget) is needed) 22. C. DEVELOPING ADVERTISING STRATEGY 23. a) Creating advertising messages b) Selecting advertising media.. 24. A) CREATING ADVERTISING MESSAGES 1 Message Strategy 2 Message Execution 25. I. MESSAGE STRATEGY The first step in creating effective advertising messages is to decide what general message will be communicated to consumersto plan a message strategy. The purpose of advertising is to get consumers to think about or react to the product . 26. II. MESSAGE EXECUTION The advertiser now has to turn the big idea into an actual ad execution that will capture the target market's attention and interest. The creative people must find the best style, tone, words, and format for executing the message 27. . ANY MESSAGE CAN BE PRESENTED IN DIFFERENT EXECUTION STYLES 28. This style shows one or more "typical" people using the product in a normal setting. Slice of life 29. This style shows how a product fits in with a particular lifestyle lifeStyle 30. This style creates a fantasy around the product or its use. fantaSy: 31. This style builds a mood or image around the product, such as beauty, love, or serenity. No claim is made about the product except through suggestion Mood or image 32. This style shows one or more people or cartoon characters singing about the product Musical 33. This style shows the company's expertise in making the product. Technical expertise: 34. This style presents survey or scientific evidence that the brand is better or better liked than one or more other brands. Scientific evidence 35. This style features a highly believable or likable source endorsing the product. Testimonial evidence or endorsement 36. B) SELECTING ADVERTISING MEDIA. 1 Deciding on Reach, Frequency, and Impact 2 Choosing Among Major Media Types 37. I. DECIDING ON REACH, FREQUENCY, AND IMPACT Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Frequency is the measure of how many time the average person in the target market. Impact(before and after advertidement) 38. II. CHOOSING AMONG MAJOR MEDIA TYPES The media planner has to know the reach, frequency, and impact of each of the major media types 39. NEWSPAPERS, 40. TELEVISION 41. RADIO 42. MAGAZINES 43. INTERNET 44. MOBILE 45. EVALUATING ADVERTISING CAMPAIGN 46. It is the last step in major decision of advertising. In this stage evaluate the message of advertising. How much people get attention on the message of advertising. Its market covering capacity, style, tone, words and format etc are evaluated in this stage. 47. THANKS 48. ANY QUESTION