+ All Categories
Home > Documents > Advertising - MSU

Advertising - MSU

Date post: 07-Apr-2018
Category:
Upload: suchitra-mrinalini
View: 220 times
Download: 0 times
Share this document with a friend

of 41

Transcript
  • 8/6/2019 Advertising - MSU

    1/41

    Advertisement

    Syed Ahamed

    ISBR Chennai

  • 8/6/2019 Advertising - MSU

    2/41

    W hat is Advertising?

    Any paid form of non personal presentation andAny paid form of non personal presentation andpromotion of ideas, goods and services through masspromotion of ideas, goods and services through massmedia such as newspapers, magazines, televisions ormedia such as newspapers, magazines, televisions orradio by an identified sponsor. ( Kotler )radio by an identified sponsor. ( Kotler )Advertising is mass, paid for communication which isAdvertising is mass, paid for communication which isused to transmit information, develop attitudes andused to transmit information, develop attitudes andinduce some form of response from the audience.induce some form of response from the audience.

  • 8/6/2019 Advertising - MSU

    3/41

    Characteristics of Advertising

    Non personal form of communication aimed at aNon personal form of communication aimed at atarget audience.target audience.Used by commercial and by not for profitUsed by commercial and by not for profitorganizations.organizations.Most advertising is concerned ultimately with selling.Most advertising is concerned ultimately with selling.It is a major element in the promotional mix.It is a major element in the promotional mix.

  • 8/6/2019 Advertising - MSU

    4/41

    O bjectives

    An advertising objective is a specific communicationAn advertising objective is a specific communicationtask to be achieved with a specific target audiencetask to be achieved with a specific target audienceduring specified period of time.during specified period of time.

    Like all objectives they should be SMART.Like all objectives they should be SMART.In essence the main advertising objectives are:In essence the main advertising objectives are:-- To Inform: to provide information about a productTo Inform: to provide information about a product

    -- To Persuade: to persuade people to buyTo Persuade: to persuade people to buy-- To Remind: to remind people about a mature productTo Remind: to remind people about a mature product

  • 8/6/2019 Advertising - MSU

    5/41

    Summary of O bjectives

    To create awarenessTo create awarenessTo informTo informTo remind customersTo remind customersTo reassure customersTo reassure customersTo support the salesTo support the salesforceforce

    To persuadeTo persuadeTo promote Ideas/To promote Ideas/Attitudes/ CausesAttitudes/ Causes

    To increase market shareTo increase market shareTo differentiate from rivalsTo differentiate from rivalsTo build brand loyaltyTo build brand loyaltyTo change attitudesTo change attitudesTo support activities in theTo support activities in thedistribution chaindistribution chain

  • 8/6/2019 Advertising - MSU

    6/41

    Types of Advertising

    InformativeInformative -- Provides informationProvides informationP ersuasiveP ersuasive- - To encourage brand switchingTo encourage brand switchingR eminderR eminder- - To remind about a mature productTo remind about a mature productR einforcementR einforcement- - To reassureTo reassureP ioneeringP ioneering- - To introduce new productTo introduce new productCompetitiveCompetitive- - To point out differential advantagesTo point out differential advantagesD efensiveD efensive- - To reduce damage caused by campaign of To reduce damage caused by campaign of a direct competitor.a direct competitor.

  • 8/6/2019 Advertising - MSU

    7/41

  • 8/6/2019 Advertising - MSU

    8/41

    Decision on advertising budgetFive factor influences the advertising budget1. Product life cycle stage2. Market share and consumer base3. Competition4. Advertising frequency5. Product substitutability product like cool drinks requires huge ads because its

    customer base and competitions are very high so as to make difference.

    Role of advertising in marketing mix and positioning1. Communication with customer2. Persuasion advertising attempts to persuade prospective buyers to buy a

    product.3. Contribution to economic growth expand the market particularly new product

    and dev. New market segment.4. Catalyst to change - creativity inherent in advertising leads do the discovery of

    new relationship that can change the perception of a prospect

  • 8/6/2019 Advertising - MSU

    9/41

    STP strategies for advertising

    Segmentation, targeting and positioningadvertising.

  • 8/6/2019 Advertising - MSU

    10/41

    Basis for market segmentation

    On the basis of consumerspersonal characteristics (non-

    behavioral correlates)

    On the basis of consumer responses(behavioral correlates)

    Geographic

    Demographic

    Psychographic

    Socio-economicLoyalstatus

    Usagebased

    Benefits

  • 8/6/2019 Advertising - MSU

    11/41

    Targeting Strategies

    Single segmentconcentration

    strategy

    Multi segmentstrategy or differentiated

    marketingstrategy

    Undifferentiatedmarketingstrategy

  • 8/6/2019 Advertising - MSU

    12/41

    Positioning strategies

    Sl.Sl.no.no.

    PositioningPositioningstrategiesstrategies

    DefinitionDefinition Advertising claims Advertising claims

    1.1. CustomerCustomerbenefitsbenefits

    Associate a brand or product Associate a brand or product with customer benefitswith customer benefits

    Benefit(s)Benefit(s)

    2.2. Price and qualityPrice and quality A product is highlighted in terms A product is highlighted in termsof service features orof service features orperformance. Manufacturerperformance. Manufacturercharges high pricecharges high price

    Value for money Value for money

    3.3. Application Application Associating a product or service Associating a product or servicewith a use or applicationwith a use or application

    Use or applicationUse or applicationof a product orof a product orservices.services.

    4.4. Product userProduct user Associating a product or service Associating a product or servicewith a user or class of users.with a user or class of users.

    Cine stars orCine stars orsports heroessports heroesusing the product using the product

  • 8/6/2019 Advertising - MSU

    13/41

    Positioning strategies

    Sl.Sl.no.no.

    PositioningPositioningstrategystrategy

    DefinitionDefinition Advertising claims Advertising claims

    55 Product classProduct class Associating a product or Associating a product orservice in a particularservice in a particularproduct classproduct class

    World class productsWorld class products

    66 CulturalCulturalsymbolssymbols

    Associating cultural Associating culturalsymbols with a product orsymbols with a product orservice to differentiateservice to differentiatefrom competitors product from competitors product

    RoyalRoyal

    77 CompetitorsCompetitors Associating with Associating with

    competitor s product orcompetitor s product orservice by comparisonservice by comparison

    Compares withCompares with

    competitors brandcompetitors brand

  • 8/6/2019 Advertising - MSU

    14/41

    Identify the strategic groupStrategic Groups Marketing Mix Target

    Consumer Groups

    I

    Hero Honda CD 100

    Kawasaki Bajaj

    Yamaha & Bullet

    II

    Hero Honda

    TVS Suzuki

    III

    TVS EXL Champ

    Hero Puch

    High TechHigh stylingHigh power High price

    High styleHigh economyMedium price

    Low stylingHigh economyLow priceLow Tech

    Upper middleand middle

    incomeclasses

    Middle andlower middle

    income classes

    Lower incomeclasses

  • 8/6/2019 Advertising - MSU

    15/41

    Customer and competition analysisC ompetitor analysis in marketing and strategic management is an assessment of the

    strengths and weaknesses of current and potential competitors .steps include:

    Define your industry - scope and nature of the industryDetermine who your competitors areDetermine who your customers are and what benefits they expectDetermine what the key success factors are in your industryRank the key success factors by giving each one a weighting - The sum of all theweightings must add up to one.Rate each competitor on each of the key success factors

    Customer analytics is playing a very important role in the prediction of customer behaviorthese days and takes place among social sciences (Kioumarsi et al., 2009).GeographicDemographicPsychographicBehavioral

  • 8/6/2019 Advertising - MSU

    16/41

    Unit 2

  • 8/6/2019 Advertising - MSU

    17/41

    Elements in creation of anAdvertisement

    MessageHeadlines

    Copy or body copyIllustrationsMessage Appeal

    Layout

  • 8/6/2019 Advertising - MSU

    18/41

    Message

    O bjective of the messageTo communicate main points in a best way

    To overcome opposing views of audienceTo create a persuasive message

  • 8/6/2019 Advertising - MSU

    19/41

    Message ..

    How to structure a persuasive message foreffectiveness

    1.O

    rder of presentation2. Conclusion drawing3. Message sidedness

    4. Verbal Vs Visual

  • 8/6/2019 Advertising - MSU

    20/41

    1. O rder of presentation

    W here to place the strong arguments in themessage?

    Beginning ----Primacy EffectEnd ----Recency Effect

    Recall ability is the basis for deciding

  • 8/6/2019 Advertising - MSU

    21/41

    2. Conclusion Drawing

    Advertiser's own conclusionAudience s own conclusion

    Depends upon education/ awareness andcomplexity of the topic

  • 8/6/2019 Advertising - MSU

    22/41

    3. Message Sidedness

    O ne sided: only benefitsTwo sided: Good & Bad points

    More effective when opposite views are alsopresented

  • 8/6/2019 Advertising - MSU

    23/41

    One-SidedExamples

    Arbor Mist

    Ad Copy:Introducing A rbor Mist:Great tasting wine with a splash of fruit.Just what you've been looking for.

  • 8/6/2019 Advertising - MSU

    24/41

  • 8/6/2019 Advertising - MSU

    25/41

    4. Refutation

    Special kind of two-sided messageTell both sides and refute negative

  • 8/6/2019 Advertising - MSU

    26/41

    5. Verbal Vs Visual

    Effective use of visuals

    e.g. FAT to FIT ads of Personal Point etc.

  • 8/6/2019 Advertising - MSU

    27/41

    Message Appeals

    An approach used to attract the attention of consumers to influence their feelings towardthe product/ serviceAnything that create interest

  • 8/6/2019 Advertising - MSU

    28/41

    Appeals ..

    1. Informational / Rational appeal: Consumerutilitarian needs

    2. Emotional appeal: Socio/psycho needs3. Humor appeal: Fun4. Reminder ads: Show presence

    5. Teaser ads: Curiosity

  • 8/6/2019 Advertising - MSU

    29/41

    Informational

    Feature: focus on dominant traits of productand highly informative

    Product PopularityNews appeal: All announcementsFavorable price appeal: Value for money

  • 8/6/2019 Advertising - MSU

    30/41

  • 8/6/2019 Advertising - MSU

    31/41

    Informational(Product popularity appeal)

    Part of informational appealshowing the popularity of the product.

  • 8/6/2019 Advertising - MSU

    32/41

    Emotional

    Focus on consumer s social/ psychologicalneeds for purchasing a product

    1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. AXE2. Social feelings: Recognition, status,

    acceptance etc. K Bajaj Endeavor

  • 8/6/2019 Advertising - MSU

    33/41

    Emotional

    Social feeling

  • 8/6/2019 Advertising - MSU

    34/41

    Humor Appeals

    Best knownBest remembered

    Set positive moodMore used with low involvement products

    But

    Distracts from brand and attribute

  • 8/6/2019 Advertising - MSU

    35/41

    Reminder ads

    Just to show presence in the market Archies cards Usual Pepsi ads

  • 8/6/2019 Advertising - MSU

    36/41

    Teaser ads

    Designed to build curiosity,interest,excitement about a product

    Mainly used while introducing new product orname change etc. New Hero Honda ad or UBI logo change

  • 8/6/2019 Advertising - MSU

    37/41

    Advertising Execution

    How appeal is presented to consumerFactual message: Industrial products

    Technical evidence: Colgate

    Demonstration: HARPICComparison: VIM BAR ChallengeTestimonial: O wn experience BPAnimation: Kellog s, AllO ut, Pillsbury

    Personality symbol: Dr. Fixit

  • 8/6/2019 Advertising - MSU

    38/41

    38PPT 12-238

    The Creative Team

    Creative Team

    Creative Concept

    A rt Director Copywriter

  • 8/6/2019 Advertising - MSU

    39/41

    39PPT 12-39

    Copywriting and the CreativePlan

    Copywriting is the

    process of

    expressing the

    value and

    benefits a brand

    has to offer.

    Cop ywriting is the

    process of

    expressing the

    value and

    benefits a brand

    has to offer.

    A creative plan is

    the guideline that

    specifies the

    message

    elements of

    advertising copy.

    A creative p lan is

    the guideline that

    specifies the

    message

    elements of

    advertising copy.

  • 8/6/2019 Advertising - MSU

    40/41

    4 0PPT 12-40

    Copywriting for Print Ads: TheHeadline

    Gives news about the brandGives news about the brand

    Emphasizes brand claimsEmphasizes brand claimsGives advice to the reader Gives advice to the reader

    Selects targeted prospectsSelects targeted prospects

    Stimulates curiosityStimulates curiosityEstablishes tone & emotionEstablishes tone & emotion

    Identifies the brandIdentifies the brand

    Functions

  • 8/6/2019 Advertising - MSU

    41/41

    Mass MediaRadio Cable TV

    Consumer Magazines Trade Magazines Niche by industry Niche by special practice within industry

    Internet Newsletters and blogs


Recommended