Advertising & Brand Management

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ADVERTISING & BRAND MANAGEMENT

Session 1Introduction to AdvertisingPurpose, Function & Management

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INTRODUCTION TO ADVERTISINGPURPOSE, FUNCTION & MANAGEMENT

Any paid form of non-personal presentation & promotion of ideas, goods or services by an identified sponsor.

A 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 the advertiser’s objectives, the delivery of consumer satisfaction & the development of social & economic welfare.

It is a mass paid communication of building brands through persuasive communication & positioning them in the consumer’s perception with a constant eye on the market environment and consumer expectation.

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AIMS &OBJECTIVES OF ADVERTISING

Increase sale Remind & profit

Persuade Enlarge

market share

Brand Offset

Loyalty

Inform Remove bias

competition

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FUNCTIONS OF ADVERTISING

i. Aims at increasing usage.ii. Also aims at reducing the time between

purchases.iii. Helps in increasing the customer base.iv. Helps increase primary demand.v. Helps identify products and differentiate them

from others. Functions considered to be three-folds-• Awareness & knowledge-information & ideas.• Liking & preference-attitude or feelings.• Conviction & purchase- acquisition of the product.

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BENEFITS OF ADVERTISING

i. Information.ii. Brand image building.iii. Innovation.iv. New Product launch.v. Growth of media.vi. Indirect benefits.vii. Stabilize the firms business.

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BENEFITS OF ADVERTISING CONTD.-

Other Institutions benefitting-

Benefits to the Salesman.

Benefits to the Middleman.

Benefits to the customers.

Benefits to the Community.

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NEED FOR ADVERTISING

i. It’s a way of communicating information which enables consumers to compare & choose from the products available.

ii. It’s the most economical means by which a manufacturer can communicate.

iii. Its an inseparable part of free speech.iv. It can help the economies to improve.v. It is essential & is an integral part of the

marketing system.

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ADVERTISING IN MARKETING MIX

* Advertising is a part of the total Marketing Mix & has a supportive relationship with its various components.

a. Advertising & Product- Advertising highlights the superiority of a firms brands or products over other brands or products. It also seeks to enhance awareness and knowledge of new uses.

b. Advertising & Price- Advertising emphasizes the high quality, image & prestige of a product.

c. Advertising & Packaging-In case of products like toiletries & cosmetics, packaging serves as an advertisement for the product by emphasizing not only the contents but the containers as well.

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ADVERTISING IN MARKETING MIX

d. Advertising & Distribution- Role of advertising includes support to the Distribution channels. Through advertising the ‘pull’ effect may be created amongst potential buyers. This may motivate the channel members to stock more.

e. Advertising & Promotion- Aid for effective sales promotion as well as personal selling.

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ADVERTISING- THE PROCESS

Elements of Communication- Major Parties- Sender & Receiver Major Communication Tools- Message & Media Major Comm. Functions- Encoding, Decoding

Sender- Encoding-Message- Decoding- Receiver

NOISE

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ADVERTISING- THE PROCESS

Triangle of Communication

MEDIA ( Reach )Message Exposure

( Creativity ) ( Opportunity to See )

ADVERTISER AUDIENCE ( Resources ) ( Distractions)

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CHANNELS OF COMMUNICATION:

Advocate Channels-e.g. Company sales force

Personal - Expert Channels word independent experts. of

- Social Channels- mouth neighbors, friends, comm.

family members etc.

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CHANNELS OF COMMUNICATION:

Media like print, broadcast, electronic etc.

Non-Personal

Events like news conference, grand openings etc.

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Theories of Advertising

1. Stimulus Response Theory- ‘ classic theory’ (Pavlov’s conditioned response).

2. Starch Model- ‘AIDA’ Theory ( Daniel Starch)- seen, read, believed, remembered & acted upon- Attention-Interest- Desire-Action).

3. DAGMAR Theory – ( Russell Colley)- Defining Advertising Goals for Measured Advertising Results.

4. Cognitive Dissonance Theory-’mental consonance’/ equilibrium- anything that disturbs is ‘ dissonance’

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APPEALS

Appeals Rational Appeal-to demonstrate

quality,economy,value or performance etc.

Emotional Appeals- to motivate purchase against fear( bad breath),humor, love, pride etc.

Moral Appeal- to judge what is right (clean environment, equal rights to women, illiteracy etc)

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ADVERTISING

All commercial communications that weigh on the ultimate objective of a sale, must carry a prospect through four levels of understanding. The prospect must first be ‘aware’ of the existence of a brand or a company. He must have a ‘comprehension’ of what the product is and what will it do for him. He must ‘arrive’ at a mental suspicion or conviction to buy the product. Finally, he must stir himself to ‘action’.

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CLASSIFICATION OF ADVERTISING :

Advertising for Consumer Goods- Comm. addressed to individuals in target seg. Products standardized so less need to

customize communication. Considerable significance of positioning which

has emotional elements. TV’s , News-papers-mass media- could be more

powerful. Brand Equity are pre-requisites for mega

success.

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Advertising for Industrial goods- Comm. addressed to several influences in the

organization. Products are both standardized & customized. There may be a need to customized comm. within

a segment. Personal selling & Direct marketing more powerful

than advertising. Rational, & not emotional, influences significant. Most situations require ‘1-1’ type communication. Brand Equity may be important.

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Corporate Ads-AaaaBajaj

Professional Agency

Creative Agency

A-Initiative-Press

B-Media Vision-TV

a. scooters-Lintasb. Step-through-

Pratibha.

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On the Basis of Geography

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AD CREATIVITY:

Advertising Creativity is the ability to generate fresh, unique & appropriate ideas that can be used as solutions to communications problem.

To be appropriate & effective, a creative idea must be relevant to the target audience.

Agency views a creative ad message as one that is built around a creative core or power idea & uses excellent design & execution to communicate information that interests the target audience.

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AD CREATIVITY:

1. Does this ad position the product simply & with unmistakable clarity?- target audience must be able to see & sense in a flash ‘what’ the product is for, ‘whom’ the product is for. & ‘why’ they should be interested in it.

2. Does this ad bolt the brand to a clinching benefit?- ad should be based on the most compelling & persuasive consumer benefits & not on some unique-but-insignificant peripheral feature.

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AD CREATIVITY:

3. Does this ad contain a Power Idea?- Power Idea is a vehicle that transforms the strategy into a dynamic & creative commu. concept.It should-

i. Be describable in simple words, phrases or sentences.

ii. Be likely to attract the prospects attention.iii. Revolve around the clinching benefit.iv. Allow you to Brand the ad.v. Make it easier for the customer to vividly

experience our client’s product or service.

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AD CREATIVITY:

4. Does this ad design in Brand Personality?- all brands ‘do’ something but great brands also ‘are’ something.

5. Is it unexpected?- we must dare to be different, because sameness is suicide. We can’t be outstanding unless we first ‘stand out’. The thing is not to ‘emulate’ competitors but to ‘annihilate’ them.

6. Is it single minded?-if you have determined the right thing to say & have created a way to say it uncommonly well, why waste time saying anything else? If we want people to remember one big thing from the ad, lets not make it more difficult than it already is in an over communicated world.

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AD CREATIVITY:

7. Does it reward the prospect?-lets give our audience something that makes it easy-even pleasurable-for our message to penetrate: a tear, a smile or a laugh. An emotional stimulus is something that makes them want to see the ad again & again.

8. Is it visually interesting?-great ads you remember-& can play back in your minds- is unusual to look at:compelling,riveting,a nourishing feast for eyes.

9. Does it exhibit painstaking craftsmanship.

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ADVERTISING MANAGEMENT:

AttentionsLEARN Cognitive Stage

Interests

FEEL Affective Stage Desire

DO Behavior Stage Action

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ADVERTISING MANAGEMENT CONTD.-a. AIDA-Attention-Interest- Desire- Action.

b. Hierarchy of effects model-Awareness-Knowledge-Linking-Preference-Conviction-Purchase.

d. Innovation Adoption Model-Awareness-Interest-Education-Trial-Adoption.

e. Communications Model-Exposure-Reception-Cognitive Resonance-Attitude-

Intention---------Behavior.

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ADVERTISING AGENCIES:

Due to the specialist nature of the advertising business, organizations use the utilize the services of 1 or more advertising agencies to handle advertising on their behalf.

An advertising agency acts, first of all, as a consultant to its client, the advertiser, in formulating the advertising plans & translating them into advertising campaigns.

The other role of the agency, namely placing the ad, arises from its association with the media.

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ADVERTISING AGENCIES:

An agency would require an intimate understanding of its clients business goals & marketing plans as well the modalities of organizing & administering them.

It will also require an insight into the clients strengths & weaknesses.

Therefore there has to have considerable degree of confidentiality & continuity.

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ADVERTISING AGENCY STRUCTURE

Microsoft Office Word Document

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FUNCTIONS OF AD AGENCY:

Macro Functions:-a. To take an objective view of the advertiser’s

plans & proposals & venture to put forward its opinions & comments.

b. To provide or make available the type of training & talent required for conceiving & executing a campaign.

c. To provide opportunity & flexibility for various combinations of agency personnel & elements of marketing communications.

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d. To develop regular contacts with various support systems required for the production & ‘running’ of the campaign.

e. To provide for the ‘risk’ involved with some products like for e.g.. New product launch.

f. To provide for a fed back system for its campaigns wherein the issues can be addressed by the client.

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Micro Functions:-a. Account Planning- referred to as the ‘ghost

function’- necessary at ‘global’ level – to ensure that the right steps are taken in the advertising process. An account planner is a person who single-mindedly understands the target audience, representing it throughout the ad development process-thereby ensuring that the advertising is both strategically & exceptionally relevant to the defined target.

“ does one need any specialist qualifications to get into account planning?”

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b. Account Management- The account service person also referred to as the client service executive, is the face of the agency.

The vice president (account servicing), group head ( account servicing),account supervisor & account executives work between the agency & its client.They are responsible to take the brief from their clients, which they interpret to various specialist departments in the agency, upon getting the approval of the client supervise the work to ensure quality production & meeting the deadlines.

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c. Creative Services- the most visible inputs in advertising.Involves two aspects- copy writing & graphics. The copy dept. is responsible for writing a persuasive message & the art dept. is responsible for visualizing & creating the visuals in advertisement.

d. Media Services-experts understanding the media. Their job is to match profiles of the desired target with the profiles of the audience of a wide range of media.

e. Traffic- meeting the dead lines.

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TYPES OF AGENCIES:

i. Full-service agencies – provides a whole range of services- planning, creating & producing advertising campaigns.

ii. A la carte agencies- order according to choice.

iii. House agencies- an advertising agency established by the co. to look after its advertising requirements.

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SELECTING AN AGENCY:

Considerations for the choice of agency-i. Core competence.ii. Service orientation.iii. Category expertise.iv. Current portfolio-competitive closure.v. Resource allocation.vi. Remuneration.vii. Location.viii. Size.ix. Thought alignment.

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CLIENT AGENCY RELATIONSHIP:

The client- agency relationship if lasts longer it is more fruitful & mutually beneficial.

The onus of sustaining an enduring relationship lies with the client who in his judgment is more likely to be the unstable member of the partnership.

The agency would not break the relationship unless it wants to get into a contract with a new client.

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CLIENT AGENCY RELATIONSHIP:

Client-agency relationships are more prone to stress & strain.

There must be compatibility among the client, the agency and the brand.

Advertising experts believe that as products have life cycles, so do relationships.

Life –cycle of agency-client relationship from the prospective of the client includes 4 stages viz. pre-relationship, development, maintenance and termination.

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BASIC PRINCIPLES OF RELATIONSHIP:I. Agency avoids advertising a close substitute

competing product.II. Agency receives green signal from the client for

all the expenses incurred on its advertising.III. Agency keeps the Media commission for itself &

the client undertakes to foot the bill promptly.IV. If media grants any cash discount, it is passed

to the client.V. Agency cannot be held responsible for the

media lapses in terms of scheduling, positioning etc.

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BASIC PRINCIPLES OF RELATIONSHIP: Client should take the initiative in giving the

agency its trust and confidence. Client should give the agency all necessary

information & briefing them thoroughly. If agency is required to dig out information to

compensate for the inadequate & insufficient information given by the client, it will lead to delays & inefficiency in producing the ad.

The agency’s creative acumen must be respected. Client must appreciate that the agency’s growth is

as desirable as his own.

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AREAS OF CONFLICT:

a. Trust.b. Honesty.c. Commitment & Responsibility.d. Understanding & Empathy- driven by

certain forces like market pressures, performance pressures, peer pressures, personal pressures,etc.

e. Respect.

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END BENEFIT:

Healthy client-agency relationships reap huge dividends in the long run-

i. Agency retains the client in the longer in these days of a high ‘divorce’ rate.

ii. Agency manages to sustain & increase revenues organically with the growth of the client.

iii. Agency’s reputation goes up in the market for its ability to retain the clients.

iv. Clients recommend you to others in their community-you get more business.

v. Clients trust you & that enables you to sell good work to them, thereby again creating a good reputation i

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CHANGING THE AGENCY:

It may be necessary for a client to change its agency or one of its agencies.

This situation might arise even if a thorough selection is done in selecting the agency.

Many times accounts shift to a new agency & then again come back to the old agency.

The ‘break-up’ may not be for professional reasons alone.

There can be personal & cultural reasons as well, for seperation.

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REASONS FOR CHANGING THE AGENCY:1. When a higher standard of creativity is sought.2. When account handling is inefficient & the

required follow up & feed back is lacking.3. When the client is looking for an agency which

has more knowledge of their business & markets.

4. When the agency has become self-righteous owing to long association with the client.

5. If an agency keeps on chasing new accounts, there is going to be a genuine cause for concern by the client.

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REASONS FOR CHANGING THE AGENCY:1. If the agency is unable to retain good personnel

& team work is lacking, a change might be considered.

2. In the agency’s honest assessment by the client, it is not doing a good job.

3. If the agency is not making satisfactory profits out of an account, it may resign that account.

4. Management changes.5. Need for global account servicing, need for

specialty advertiser, need for wider agency involvement.

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PRINCIPLES FOR BUILDING BETTER RELATIONSHIP WITH AGENCY:

1. Inculcate a spirit of partnership.2. Be cautious of change for change’s sake.3. Ensure that the agency is making profits

on your account.4. Make the agency totally absorbed in the

co.’s products, people & culture.5. Create an environment of

experimentation & be prepared to pay for failure.

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PRINCIPLES FOR BUILDING BETTER RELATIONSHIP WITH AGENCY:

1. Treat the agency people well.2. Agree on a clearly defined objective for

advertising.3. Keep approvals simple & disapprovals kind.4. Make the agency responsible for the

advertising & give it the authority it needs to be responsible.

5. Give the agency a formal evaluation every year.

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CONSUMER BEHEVIOR:

“ why do some products get picked up faster than others?” “why do people preserve loyalty to a brand for years?” “why are certain people promiscuous when it comes to brand selection?”

The domain of the mind is hard to gauge as the common man is lured by innumerable wants & desires which are further ignited by the availability of a plethora of products & exposure to fierce advertising in mass media.

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CONSUMER BEHEVIOR:

A decision-making process takes place in the mind of a consumer when s/he buys a product or refrains from buying the same.

Consumer Behavior is the sum total of acts of individuals involved in obtaining & using economic goods & services, including the decision process that precede & determine this act. From the managements point of view, consumer analysis becomes imperative for evaluating existing market behavior & new market opportunities, identifying market segments, formulating marketing strategies & tactics & improving retailing performance.

Consumer behavior refers to how individuals, groups, & organizations select, buy, use & dispose of goods & services to satisfy their needs, wants & desires.

CUSTOMER ANALYSIS-

What we need to know about Customers-1. Initiator-who identifies the need for the

product.2. Influencer-who has informational or

preference input to the decision.3. Decider- who makes the final decision

through budget authorization.4. Purchaser- who makes actual purchase.5. User.

DESCRIPTIVE VARIABLES-

For Consumer Products-1. Demographics.

2. Socio-economic.

3. Personality.

4. Psychographics and Values.

DESCRIPTIVE VARIABLES-

Industrial Products-1. Demographic-industry ,co. size &location.2. Operating Variables-tech. user/nonuser

status.3. Purchasing Approaches-purchase-function

organizations, power structure, nature of existing relationships, general purchase policies, purchasing criteria.

4. Situational Factors-urgency, specific application, size of order.

5. Personal Characteristics-buyer-seller similarity, attitudes towards risk & loyalty.

PURCHASE PATTERN-

1.Recency-how recently has the customer bought from you.

2.Frequency-how many different products does the customer buy & at what intervals.

3.Monetary Value-what is the value of the customers purchases in terms of profits.

WHAT CUSTOMERS BUY-

Benefits- Firms produce features but customers

purchase benefits. Tech. driven co’s. offer complex

products without adequate concern about whether benefits provided sole customer problems.

Focusing on benefits is also important in understanding the competitive edge.

WHERE & WHEN CUSTOMERS BUY-

It is a critical input into decisions about channels of distribution.

Many Product Managers think of channels as being fixed and traditional, but customers migrate to other channels as their information needs and other market conditions change.

A relevant dimension to understanding customers is the Timing issue.

When they buy involves time of year, month, & even time of the day.

HOW CUSTOMERS BUY/CHOOSE-

Major focus is on how customers collect information.

Not only defining information sources but process used to make decisions is also important.

The decision process can be emotional ( I just wanted it, It was in stock, Old one broke/ran out, I just grabbed something ).

It can at times be Rational where customers essentially compare alternatives on features.

HOW CUSTOMERS CHOOSE CONTD.-

The Multiattribute Model-It offers a concise & practical conceptualization of

customer decision making that is useful for both consumer and industrial contexts.

Here we address four questions-i. which attributes do customers use to define

product ?ii. how do customers determine how much of each

attribute a brand possesses ?iii. how are importance weights determined ?iv. What decision rule is used to combine information.

WHY CUSTOMERS PREFER A PRODUCT-

Customer Value-what the product is worth to the customer.

It depends on the benefits offered & the costs involved.

Customers Value of a Brand is composed of three basic elements-

i. Importance of usage situation.ii. Effectiveness of product category in the

situation.iii. Relative effectiveness of brand in the

situation.

HOW CUSTOMERS RESPOND TO MARKETING PROGRAMS-

Methods for assess sing include-1. Expert Judgment.

2. Customer Survey based methods.

3. Experiments.

4. Analysis of past data.

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FACTORS INFLUENCING CONSUMER BEHEVIOR:

A. Internal Factors-i. Perceptionii. Learningiii. Memoryiv. Motivesv. Personalityvi. Emotionsvii. Attitudesviii. Self-Concept & ix. Life Style

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FACTORS INFLUENCING CONSUMER BEHEVIOR:

* Information processing by Consumers*

a. Exposureb. Attentionc. Interpretationd. Retentione. Purchase & Consumption decision.

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04/08/2023njc/inc-msg strgy

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MESSAGE STRATEGY

“ Message is the thought, idea, attitude, image or other information that the advertiser wishes to convey to the targeted audience.”

The way marketing communications are presented is very important in determining their effectiveness.

Message is often considered as the most vital component in the communication process.

Brand managers must focus on what will be the message content, how the information will be structured for communication & what kind of message appeal would be appropriate.


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MESSAGE STRATEGY

* Message Strategy- Advertisers go through the following 3 steps i. Message Generation- it revolves around major benefits the

brand offers. A customer derives 4 types of rewards/benefits from the product- rational, sensory, social and ego satisfaction.

ii. Message Evaluation & selection- every ad campaign would have to generate a no of alternative suitable msgs. Each msg would then have to be evaluated & the most appropriate would be selected.

iii. Message Execution- the msg’s impact depends not only upon what is said, but also on how it is said. Some ads are rational positioning & some are emotional positioning.


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MESSAGE STRATEGY

* Designing Message- Message should gain attention, hold interest,

arouse desire and elicit action. Formulation of message requires 4 essentials-i. What to say ( message content )ii. How to say logically ( message structure )iii. How to say symbolically ( message format )iv. Who should say it ( message source ).


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MESSAGE STRATEGY

* Message Content- It is also called appeal, theme, idea &

the unique selling proposition ( USP ).It amounts to formulating some kind of benefit, motivation, identification or reason for the audience to think about or investigate the product.


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MESSAGE STRATEGY

3 basic types of appeal-i. Rational: appeals based on audiences self interest

like benefits in terms of quality, economy, value, performance, time saving etc..

ii. Emotional: appeals stir up positive or negative emotions that motivate purchase. Negative emotions are fear, guilt & shame while positive emotions are love, humor, pride & joy.

iii. Moral: appeals are directed at audiences sense of what is right & proper. They are used more for social causes.


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MESSAGE STRATEGY

* Message Format – It is the sequence & manner in which message

has to be presented for its maximum effectiveness.

It depends on the type of medium to be used. Print- decide upon the headline, copy, illustration

& color. Radio- words & voice quality ( speech rate,

rhythm, pitch tone etc.) TV- words, voice quality, vocalization, body

language etc are important.


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MESSAGE STRATEGY

* Message Source- Message delivered by attractive

sources achieves higher attention and recall.

Advertisers often use celebrities as spokesperson.

Messages delivered by highly credible sources are more persuasive.


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MESSAGE STRATEGY

*Message Structure- It is the way to communicate various

message points & overcome any opposing view points that the audience may hold.

It comprises of order of presentation, conclusion drawn, message sidedness, refutation And verbal versus visual message characteristics.

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MEDIA PLANNING & STRATEGY:

Media Planning, a complicated task, includes detailed planning of the entire plan for advertising from the choice of Media to the implementation.

Planning when, where & how the advertising message will be delivered is a complex & involved process.

New & evolving media contribute to the already difficult task of media planning.

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Media planners must now consider new options as well as recognize the changes that are occurring in the traditional sources. ( media fragmentation & ATL-BTL-TTL)

The primary objective of a media plan is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective manner possible- that will communicate what the product, brand, &/or service can do.

The role of media planning is to determine the media goal for each brand & to take a broad strategic decisions such as the scheduling of the weights across time & space & the delivery of weights by medium.

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The media planner needs to- Have a good understanding of the various

elements of Promotional Mix. Have good understanding of the pricing

decisions in order to be able to communicate them.

Must have the insight of promotional programs.

Have full knowledge about PR though he may not be asked to undertake the same.

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Steps in Media Decision-i. Decide what media mix to be used. Also

whether it is going to be a single media or a combination of more. Establish media objectives & then to develop a strategy to achieve them e.g. use broadcast media to provide a coverage of 80% of the target market in next 6 months, reach 60 % target audience at least 3 times over the next 3 months & concentrate on the heaviest ad camp in winters & lighter emphasis on summer etc.

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ii. Choose the media vehicle-specific media that will carry the message. Choice to be made on the basis of- target audience, type of product category, message appeal, execution style & budget. ( Clutter, Fleeting message, Zapping, Zipping, Scheduling- pulsing, continuity & flighting).

iii. Decide Media schedule- it is the calendar of the advertising plan & is concerned with timing & insertion of advertisements in the selected media.

Scheduling decision is based on the assumptions regarding how the target audience will respond to the advertising messages with respect to the ad objectives like brand recall etc. (pulsing, continuity & flighting).

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iv Deciding on the ‘reach’- i.e. exposing potential buyers to the message. Some of the tools to deciding reach are-Program rating, Gross rating point, Target rating point.

v. Deciding effective frequency.vi. Determining media budget.

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MEDIA PLANNING 7 STRATEGY:

Advertising Problem and opportunities. Identifying target audience. Deciding advertising objectives. Product positioning. Finding advertising theme. Developing advertising campaign. Creative strategy( pre testing the copy) Media Strategy. Evaluate the results ( post testing the copy).

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MEDIA PLANNING: ACTIVITIES INVOLVED- Situation Analysis- to understand the

marketing problem. An analysis is made of the co. & its competitors on the basis of- size & share of the total market, sales history, costs & profits, distribution practices, methods of selling, use of advertising, identification of prospects & nature of the product.

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MEDIA PLANNING: ACTIVITIES INVOLVED- The marketing strategy Plan-to plan

activities that will solve one or more of the marketing problems. Includes the determination of- marketing objectives, product & spending strategies, distribution strategy, which elements of the marketing mix to be used & identification of the best market segments.

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MEDIA PLANNING: ACTIVITIES INVOLVED- The Creative Strategy Plan- to determine what to

communicate through advertisements. Includes the determination of- how product can meet consumer needs, how product will be positioned in the advertisement, copy themes, specific objectives, no. & sizes of each ad.

Setting Media objectives- to translate marketing objectives & strategies into goals that media can achieve.

Determining Media Strategy- to translate media goals into general guidelines that will control planner’s selection & use of media.

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MEDIA PLANNING: ACTIVITIES INVOLVED- Selecting Broad media Classes-

determine which broad class of media best fulfills the criteria.

Selecting Media within Classes- compare & select the best media within the broad class.

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MEDIA STRATEGY:

Strategy provides a link between advertising objectives & plans & makes the ground for their successful implementation.

It can be instrumental in prioritizing the various objectives taking into account the attitudinal framework as well as corporate & marketing goals and the market situation & characteristics.

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MEDIA STRATEGY:

Following 5 broad strategies are recommended-i. Affect those forces which influence strongly the choice

criteria for evaluating brands belonging to the product class.

ii. Add characteristics to those considered salient to the product class.

iii. Increase / decrease the ratings for a salient product class characteristic.

iv. Change the perception of the co’s brand with regard to some particular salient product characteristic.

v. Change the perception of a competitive brand with regard to some particular salient product characteristic.

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MEDIA STRATEGY:

In the marketing frame work, advertising strategy will be based on consideration such as-

a. Co.’s standing & its strengths & weakness.b. Products history & its life stage.c. Positioning of the product.d. Existing & anticipated competition.e. Support needed by sales force & distribution

channels.f. Availability of media vis-à-vis target audience.g. Appropriation of ad against the background of the

co’s financial planning & constraints.

Documents

Advertising & Brand Management