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Presented by- BBA- III
Advertising Advertising
• Any paid form of non-personal presentation/promotion of ideas / goods/ services by an identified sponsor
Starting point of Starting point of AdvertisingAdvertising
Identifying target market
Clarity on buyer motive/ buying motive
The Five Ms of AdvertisingThe Five Ms of Advertising
Mission
Salesgoals
Adver-tisingobjectives
Money
Factors toconsider:
Stage in PLC
Market shareand con-sumer base
Competitionand clutter
Advertisingfrequency
Productsubstituta-bility
Measure-ment
Communi-cationimpact
Salesimpact
Objectives Of AdvertisingObjectives Of Advertising
• Targeting Market Market decision Promotion objectives Marketing communication mix Promotion mixOther marketing mix decision
Informative AdvertisingBuild Primary Demand
Informative AdvertisingBuild Primary Demand
Persuasive AdvertisingBuild Selective Demand
Persuasive AdvertisingBuild Selective Demand
Comparison AdvertisingCompares One Brand to
Another
Comparison AdvertisingCompares One Brand to
Another
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Reminder AdvertisingKeeps Consumers Thinking
About a Product.
Advertising ObjectivesAdvertising Objectives
Advertising Budget FactorsAdvertising Budget Factors
Stage in the Product Life Cycle
Market Share &Consumer Base
Competition &Clutter
AdvertisingFrequency
ProductSubstitutability
Choosing the Advertising Choosing the Advertising MessageMessage
Message generationMessage generationThe principle product should be
convey the major benefit that brands offers & should be delivered along with the product concept.
Inductive frame work- Deductive frame work-
TypicalMessage
ExecutionStyles
TypicalMessage
ExecutionStyles
TestimonialEvidence
TestimonialEvidence Slice of LifeSlice of Life
ScientificEvidence
ScientificEvidence
LifestyleLifestyle
TechnicalExpertise
TechnicalExpertise
FantasyFantasy
MusicalMusical
PersonalitySymbol
PersonalitySymbol
Mood orImage
Mood orImage
MessageMessage execution-execution- styles styles
Message execution - Message execution - TonesTonesHumorous e.g. Krack jackEmotional e.g. DharaFactual e.g. Head & shoulders
Experimental e.g. WhisperMessage execution by Words
Messsage execution by Format
Major Media TypesMajor Media Types
NewspapersAdvantages: Flexibility, timeliness; good local market coverage;
broad acceptance, high believability
Limitations: Short life; poor reproduction quality; smallpass-along audience
TelevisionAdvantages: Combines sight, sound, motion; high attention; high reach; appealing to senses
Limitations: High absolute costs; high clutter; fleeting exposure;less audience selectivity
Direct MailAdvantages: Audience selectivity; flexibility, no ad compe-
tition within same medium; allows personalization
Limitations: Relative high cost; “junk mail” image
RadioAdvantages: Mass use; high geographic and demographic
selectivity; low cost
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
MagazinesAdvantages: High geographic and demographic selectivity;
credibility and prestige; high-quality reproduction;long life; good pass-along readership
Limitations: Long ad purchase lead time; waste circulation; no guarantee of position
OutdoorAdvantages: Flexibility; high repeat exposure; low cost; low message competition
Limitations: Little audience selectivity; creative limitations
Major Media TypesMajor Media Types
Evaluating Ad Evaluating Ad Effectiveness Effectiveness
Communication Effect can be understood through Pre-testing & Post testingSales effect can be measure through- - Historical Approach - Experimental Design
Thank youThank you