Advertising and advertising planning process

Advertising and Advertising Planning Process

Guided By:Dr.Jay Badiyani.

Prepared By:Kartik H. Gohel

Submitted to:Department of business administration

M. K. Bhavnagar university,Bhavnagar.

Advertising Management (Seminar Paper)

Advertising is a form of communication for marketing and used to encourage, persuade or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

The word advertising comes form the Latin word "advertere” . That means "to turn the mind toward“.

The process of delivering a message about ideas, goods and services, through the media, paid by an identifiable sponsor.

Advertising –A definition

Advertising is the way by which companies tell about the products and brands.

Advertising –Definitions continued….

According to American Marketing Association:

“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”

Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.

Advertising –Definitions cont….

A few advertising thoughts…

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The business that considers itself immune to the Necessity of advertising, sooner or later finds itself immune to business.”

Creative without strategy is called ‘art’. Creative with strategy is called ‘advertising’”

- Ries and Trout

“I know half the money I spend on advertising is wasted, but I can never find out which half”

- John Wanamaker

“I have learned that you can’t have good advertising without a good client and that you can’t keep a good client without good advertising.”

- Leo Burnett

The basic objective of advertisement is effective communication b/w producers and consumers. Some following objectives are:

Preparing ground for new productCreation of demandFacing the competitionCreating and enhancing goodwillInforming the changes to the customersNeutralizing the competitor’s advertisement

Advertising

New customers

Immediate sales

Change attitudeImprove image

Future Sales

1. Advertising Strategy The strategy is the logic

and planning behind the ad that gives it direction.

Advertisers develop ads to meet objectives.

Advertisers direct ads to identified audiences.

Advertisers create a message that speaks to the audience’s concerns.

Advertisers run ads in the most effective media.

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2. Creative Idea The creative concept is

the central idea that grabs the consumer’s attention and sticks in memory.

Planning strategy requires creative problem solving.

Research involves creativity.

Buying and placing ads requires creative thinking.

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3. Creative Execution Effective ads are well

executed reflecting the highest production values in the industry.

Clients demand the best production the budget allows.

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4. Media Planning/Buying Television, Internet,

magazines, and other media are used to reach a broad audience.

Deciding how to deliver the message requires creativity.

The advertising objectives must be stated clearly in a precise and measurable terms.

The objectives stated clearly and precisely enable the advertiser to measure the extent up to which the objectives have been met or achieved.

The advertising objectives can be “sales oriented” or “communication oriented”.

Although the long term objective of each ad is to have an increase in sales, all ad campaigns are not designed with this specific objective.

Some ad campaigns may focus on increasing the awareness about the product or service, changing the attitude, informing the new product etc.

Methods: Affordable approach Percentage of sales method Competitive parity method Objective & task method

Just to gain and hold attention, advertising messages must be better planned, more imaginative, more entertaining and more rewarding to consumers.

“creativity plays an important role in developing effective message.”

A creative strategy focus on what the advertising message says or communicate and guides the development of all messages used in the advertising campaign.

A media planner needs to answer the following question:

Which audiences do we want to reach?

When & how to reach them?

Where to reach them? How many people should be

reached? How often do we need to

reach them? What will it cost to reach

them.

The advertising program should evaluate both the communication effect and the sales effect of advertising regularly.

Measuring the communication effects of an advertisement-copy testing- tells whether the ad is communicating well.

The sales effect of advertising are often harder to measure than the communication effect because sales are effected by many factors besides advertising- such as product features, price and availability.

Ways of advertising in our Society

Print advertising Broadcast advertising Public service advertising Outdoor advertising Social networking Covert advertising

1. Print advertising

The print media have always been a popular advertising medium.

Advertising products via newspapers, magazines.

2. Broadcast Advertising

Broadcast advertising is a very popular advertising medium that constitutes of several branches like;

television Radio internet

Attracts the customers outdoors Several events and tradeshows are

organized by the companies. Examples of outdoor advertising are;

3. Outdoor Advertising

billboards

Bus Advertising

Wall chalking

posters

Broachers & pamphlets

booklet

4. Public Service

AdvertisingTo convey socially relevant messages about important matters and social welfare causes like; AIDS, Energy conversation, political integrity, deforestation, illiteracy and poverty also.

Majority of advertisements bank upon celebrities and their popularity for advertising their products.

5. Celebrity Advertising

Unique kind of advertising in which a product or particular brand is incorporated in some entertainment and media channels like movies , television shows or sports.

6. Covert advertising

Covert advertising is presently a hot trend in promoting products and services.

It embeds a product or brand in entertainment and media and uses undercover tactics turning ordinary entertainment into an extended ad.

Covert advertising

Hayabusa – In Dhoom, John Abraham uses Hayabusa in the movie as a thief,from that time only many of Indians came to know about that bike.

•Domino’s is known as much for the quality of its pizzas, as for its promise of “delivery within 30 minutes or free”.• Paresh Rawal—who is also the Domino’s brand ambassador—was seen in the movie happily munching on a Domino’s pizza.

Ta Ra Rum Pum insisted on special close-ups and zooms for their brands.

As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically

Advertising by Celebrities. Advertising by Mobile Phone. Classified Advertising . Un paid Advertising. Advertising Agency.

The American Association of Advertising Agency (AAAA) defines an advertising agency as “ an independent organization of creative people and business people who specialize in developing and preparing advertising plans, advertisements and other promotional tools.”

The TV commercial is generally considered the most effective mass-market advertising format.

The average cost of a single thirty-second TV spot during the annual Super Bowl football game in the United States has reached US$3 million (as of 2009).

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.

This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics.

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

Examples of online advertising include contextual ads that appear on search engine results pages, banner ads

Mobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients. •They can also be

specially-equipped cargo trucks or, in some cases, large banners strewn from planes.

This type of advertising focuses upon using celebrity power fame and popularity to gain recognition and promotion of their product.

Advertisers often advertise in which celebrities share their favorite products or wear clothes by specific brands or designers.

Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.

Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals.

Example- Free ads papers or Pennysavers.

Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services.

Banner ads. Coupons. Multimedia Messaging

Service picture . Video messages. Advergames and Various engagement

marketing campaigns.

Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost.

Achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier") — these can be seen as the pinnacle of any advertising campaign.

Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.

In-store advertising is any advertisement placed in a retail store.

It includes placement of a product in visible locations in a store.

Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna.

Airtime is purchased from a station or network in exchange for airing the commercials.

While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.

The Functions of Advertising

• Builds awareness of products and Brands• Creates a brand image• Provides product and brand information• Persuades people• Provides incentives to take action• Provides brand reminders• Reinforces past purchases and brand experiences

1. The Marketing Role• Marketing is satisfying customer wants and

needs by providing products (goods, services, and ideas).

• The marketing department is responsible for selling the product using the 4 Ps (product, price, place/distribution, and promotion) and brand development.

2. The Communication Role• Advertising is a message to a consumer

about a product, designed to create a response.

• It is also a form of marketing communication.

• Advertising uses mass communication to transmit product information to connect buyers and sellers in them marketplace.

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3. The Economic Role• Because it reaches large groups of people,

advertising makes marketing more cost-efficient and lowers prices for consumers.

• Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques.

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4. The Societal Role• Informs consumers about innovations and issues• Helps us compare products and features• Mirrors fashion and design trends• Teaches consumers about new products and how

to use them• Helps shape consumer self-image• Facilitates self-expression through purchases• Presents images about diversity in our world

Hindustan Unilever($376 m) Paras Pharmaceuticals ($120 m) Procter & Gamble ($114 m) Coca-Cola company ($95 m) Godrej industries ($80m) Colgate-palmolive ($67 m) Pepsico ($62 m) Nirma chemicals ($52 m) Nestle ($50 m) Dabur India ($49 m)

Ogilvy & mather J walter Thompson India Mudra Communivation Pvt Ltd FCB Ulka advertising Ltd. Rediffusion- DY&R Erickson India Ltd. RK Swamy/BBDO advertising

Ltd. Grey worldwide(I) Pvt. Ltd. LEO Burnett India Pvt Ltd. Contract advertising India Ltd.

Advertising and promotion provide a way for companies to achieve a business objective usually to sell goods or services. It provides a medium to transmit information to a prospective consumer, in a way that should maximize the effectiveness of the message. Once the advertising message has been delivered to the consumer, it is up to the individual to decode and analyze the message, based upon previous experiences and pre-existing beliefs. These experiences and beliefs change vastly between cultures and therefore advertising must integrate and adopt to individual cultures & societies.

Advertising and promotion has a crucial and key role specially in building new customers , penetration and embedment of new product/service easily into market.

Conclusion

Kotler Philip, “THE FRAMEWORK FOR MARKETING MANAGEMENT”, 5th Edd. , 2002. India William F. Schoell, “MARKETING- CONTEMPORARY CONCEPTS & PRACTICES”,10th Edd. , 1990, Allyn And Bacon, INC. Boston.http://www.managementstudyguide.com/advertising-agencies.htm (Date 01/09/2016, Time 12:48 AM) http://www.referenceforbusiness.com/small/A-Bo/Advertising-Strategy.html#ixzz4J80FOUpu (Date 1/9/2016, Time 1:30 AM) Advertising and Promotion by George A. Bealch & Michael A Bealch, Sixth edition.