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PROMOTIONSTRATEGIES:

ADVERTISING

Prepared By:Pradeep Thomas (1430)

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ROLE OF ADVERTISING

Advertising provides vital information to

consumers

Different attitudes in different countries

towards advertising

As a country becomes more industrialized,

level of advertising expense also increases

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PATTERNS OF ADVERTISING

EXPENDITURES

Advertising expense vary widely from industry

to industry

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ADVERTISING AND

REGULATIONS

Availability of media

Regulated by a local organisation

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ADVERTISING MEDIA:

Television

Available everywhere

Use of shorter commercials

Purchase of TV time well in advance

Technological changes in television

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ADVERTISING MEDIA: Radio

Only true national medium in many countries

Purchase of air time in many countries radio

Problems

Availability of radio network

Clutter

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ADVERTISING MEDIA:

Newspapers

Most commonly accessed medium

Subscribed in language-wise and region-wise

Problems

Availability of space

Expensive to reach the entire market

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ADVERTISING MEDIA:

Newspapers

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ADVERTISING MEDIA:

Magazines

Various segments of magazines

Problems:

Duplication

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ADVERTISING MEDIA:

Magazines

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ADVERTISING MEDIA:

Outdoor

Posters, billboards, painted bulletins, roadside

signs, etc.

Low cost option

New technologies such as backlighting, digital

billboards, projections, etc.

Illustration should be large and words should

be minimum

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ADVERTISING MEDIA: Screen

Captive audience

Problems

Resentment

Consumers behavior

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ADVERTISING MEDIA:

Directories

Books that provide listings of people,

information and institutions

Online portals

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ADVERTISING MEDIA: Rural

Media

Use of traditional media

Playing of recorded music, arranging of

festival advertising, outdoor movies, etc.

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ADVERTISING MEDIA:

Stadium

More targeted at television viewers

Use of logos or brief advertising messages

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ADVERTISING MEDIA: Other

Media

Advertising Specialties

Internet

Use of perfect Media Mix

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STANDARDIZED

INTERNATIONAL MARKETING

Standard advertising

Three schools of thought

Standardization

Individualization

Compromise

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AND PROMOTION

STRATEGIES One product, one message, worldwide Product extension-communication adaptation

Product adaptation-communication extension

Dual adaptation

Product invention

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STANDARDISED ADVRTISING

Feasibility

Common problems

Literacy

Local regulations

Agency availability

Desirability

Common problemsCost savings

Consumer homogeneity

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GLOBAL Vs. LOCAL

ADVERTISING

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DECISION MAKING

FRAMEWORKCriterion 1:

Identification

Criterion 1:Selectivity

Criterion 1:Response

Criterion 1:Size

Criterion 1:Cost/Profit

NOSTANDARDIZATION

MARKET

SEGMENTATION

LOCALISATION

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STANDARDIZED

INTERNATIONAL MARKETING

Global Advertising

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ACKNOWLEDGEMENT