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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