Subject Code: MAM5A ADVERTISING … channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes

Subject Code: MAM5A ADVERTISING

MANAGEMENT AND SALES PROMOTION

Unit : I-V 1

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MAM5A- ADVERTISING AND SALES PROMOTION

Advertising: • Advertising • objectives • task and process • market segmentation • target audience – Message and copy development.

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SYLLABUS -UNIT I

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MEANING: “any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.”

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OBJECTIVES • To stimulate sales amongst present, former and future consumers. • To communicate with consumers. • To retain the loyalty of present and former consumers. Advertising may be

used to reassure buyers that they have made the best purchase, thus building loyalty to the brand name or the firm.

• To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers.

• To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public.

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FEATURES OF ADVERTISING

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CLASSIFICATION AND TYPES OF ADVERTISING

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https://www.youtube.com/watch?v=GiaZLScAg4k

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VIDEOS

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CLASSIFICATION

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ADVERTISING MESSAGE

http://study.com/academy/lesson/creating-an-advertising-message-in-the-hospitality-tourism-industry.html

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ADVERTISING COPY

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VIDEO LINKS

http://study.com/academy/lesson/how-to-write-marketing-copy.html

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SYLLABUS-UNIT II

Media: • Mass Media – • Selection • Planning and Scheduling • Web Advertising – Integrated programme and budget planning.

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MEDIA Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet

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TYPES OF MEDIA

• Print Advertising: Newspapers, Magazines, Journals and Yellow Pages

• Broadcasting: Television, Radio, Cinema/ Film • Internet: Websites, Direct Mail, Podcast, RSS • Outdoor advertising: Billboards, Signage, Vehicle advertising, • Mobile Devices • Point of Purchase Advertising • Specialty Advertising

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SOME EXAMPLES

The French newspaper ‘La Presse’ was the first newspaper in8836 to contain advertisements in its pages that were paid by the sponsors. Such paid advertisements not only allowed it to reduce the price of the newspaper to the readers, but also increased the readership. The increased readership increased the circulation, which in-turn increased the profitability of the firm. This formula was soon adopted by the competitors. http://www.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Broadcasting/BroadcastingWhatIsIt.html

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MASS MEDIA

http://study.com/academy/lesson/what-is-mass-media-definition-types-influence-examples.html

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Internet Advertising Media

It is emerging as a new type for advertisement as it is affordable and popular. Internet is being used as the online business like eBay, Jabong.com etc. It is an effective tool, as it does not have the drawbacks of traditional types of media. There is lot of scope through Internet for increasing the goodwill and sales. https://www.youtube.com/watch?v=-0LoEfeMUog

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TYPES OF WEB ADVERTISEMENT

• Website Advertising- In this type, the advertisers have large variety to put ad on fixed places in a certain website location e.g. top of the page or in different sizes from full screen to a column.

• Email Advertising / Direct Mail Advertising– Direct mail is a mail which includes information; discount offers, usage about the product, designed by the advertiser through Internet.

• Blogs (web logs)- A blog is a website for displaying on going events, photographs, videos, suggestions, opinion, critic in reverse chronological order that means the latest blog will come first. It is a form of interaction between people.

• RSS feeds-It is a family of web feed to update new events, blogs, news headlines and podcast. People will automatically connect with special programs through RSS.

• Podcast- Podcast is the digital media files which can operate through portable media players and computers.

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OUTDOOR MEDIA

It is the oldest form of advertisement. This advertising is on streets, walls, highways that attract the attention of movers and passers-by. The big and huge billboards, posters bring positivity and familiarity as customer watches them frequently while travelling

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OUTDOOR MEDIA

Billboards and Street Signs

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MEDIA PLANNING

According to Fry burger, “Media– planning involves selecting appropriate media for carrying advertising message to target audience and deciding how much to spend on each media and scheduling when the advertisement is to run.” • media planning includes the answer to following 5 W‟s: Whom: Whom do we want to reach? i.e., identifying target audience Where: Where the potential customers located? i.e., identifying geographical area. What: What type of message is to be communicated? i.e., either the message is informative or demonstrative in nature. Which: Which media is to be selected for communicating with our potential consume When: the time to choose the appropriate media

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VIDEO LINKS

http://study.com/academy/lesson/what-is-media-planning-definition-process-examples.html26

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MEDIA SCHEDULING Media Scheduling refers to the pattern of timing of an advertising which is represented as plots on a flowchart on a yearly basis. The plots in the flowchart indicate the pattern of periods that matches with favorable selling periods. The classical scheduling models are commonly known as continuity, fighting, and pulsing.

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ADVERTISING BUDGET An advertising budget is an estimation of a company's promotional expenditures over a period of time. An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives. When creating the advertising budget, a company must weigh the trade-offs between spending one additional advertising dollar with the amount of revenue that dollar will bring in as revenue. Process of Setting Advertising Budget

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Approaches of Setting Advertising Budget

There are various methods used in developing an advertising budget which can be categorized in two groups i) Top Down Approach and ii)Build Up Approaches

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http://study.com/academy/lesson/setting-the-advertising-budget-definition-approaches.html

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VIDEO LINKS

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INTEGRATED MARKET COMMUNICATION

Integrated marketing communication (IMC) is the practice of unifying all marketing communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audiences

The Tools of IMC

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IMPLEMENTATION OF IMC

• Integrated marketing communication plan blends essential components of marketing mix to promote brands effectively among end-users. Integrated marketing communication plan integrates various methods of marketing such as advertising, public relation, promotion through social networking sites and so on to create awareness of products and services among target audience.

• Brand communication methods instead of being used in isolation are all put together under one umbrella to increase the visibility of a particular brand and eventually yield higher profits for the organization.

• Successful implementation of integrated marketing communication plan relies on clear understanding of target customers - specifically their needs and expectations.

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http://study.com/academy/lesson/types-of-advertising-institutional-and-product-advertising.htm

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VIDEO LINKS

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Implemenation: • Implementing the programme coordination and control • Advertising agencies • Organization and operation

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SYLLABUS-UNIT III

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ADVERTISING AGENCY “An Advertising Agency is an independent organization of creative people and business people who specialize in developing and preparing marketing and advertising plans, advertisements and other promotional tools. Agencies also purchase advertising space and time in various media on behalf of different advertisers (Clients) to find customers for their good and services”. - American Association of Advertising Agencies (AAAA). In India, advertising business is worth around Rs.83,200 crore. The creative thoughts that the Indian advertising industry incorporates have come up with many mind-boggling ideas that can be named as masterpieces in the area of advertising world. According FICCI-KPMG report, “Indian Media and Entertainment market in India is anticipated to reach up to Rs.8,457 billion by 2016. The market touched a growth of82% in 2011 and is expected to grow at a CAGR of85 percent over the next five years”.

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Advantages of hiring an Advertising Agency

• They provide creative promotional ideas, • They act as advisors to the clients, • They help in selecting the right media for the clients’ products and

suitably design radio, television, print or Internet advertisements, • They have experienced staff and provide easier administration to

multiple services, • They plan, design and execute advertising campaigns. • They conduct market research and surveys for the client, • They help the clients in public relation, marketing and sales

promotion activities, • They are cost efficient and time saving, and, • They negotiate and book advertisement space and time for their

clients.

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TYPES OF ADVERTISING

AGENCY

https://www.youtube.com/watch?v=vrL-pvqVbb0

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ORGANISATIONAL STURCTURE

OF ADVERTISING AGENCY

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Top80 Advertising Agencies The India’s successful creative and media agencies are given below • Ogilvy & Mather: Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. • JWT: Nestle, Cadbury, Bayer, Ford, Nokia and Unilever. • Lowe Lintas:Idea, Tata Tea, ICICI Prudential, Maruti Suzuki etc. • Mudra Communication: Neutrogena, HBO, Philips, Reliance NetConnect,

Big Bazaar and Mary Kay. • McCann Erickson: Coca-Cola, MasterCard, Safola, TVS Apache, IPL cricket

match. • DDB Mudra:Aircel, Akai, Ashok Leyland, Asian Paints, BPCL, Bank of

Baroda, Castrol, Colgate. • Leo Burnett: McDonald’s, Heinz, Complan, Bajaj and HDFC. • FCB Ulka:Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and

Amul, among others. • Dentsu: Max India, Max Life, Max healthcare. • Taproot: Marico, Airtel. 40

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https://www.youtube.com/watch?v=vrL-pvqVbb0

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VIDEO LINKS

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Sales Promotion: • Why and When Sales promotion activities • Consumer and sales channel oriented • planning • budgeting • implementing and controlling campaigns

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SYLLABUS UNIT IV

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Definitions of Sales Promotion

Meaning: According to American Marketing Association “Those marketing activities other than personal selling advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as display shows and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine.” Objectives of Sales Promotion To introduce new products To attract new customers To induce present customers to buy more To help firm remain competitive To increase sales in off season

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Types of Sales Promotion • Types of sales promotion directed at consumers. • Types of sales promotion directed at dealers and distributors.

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Sales Promotion Strategies and Practices

http://study.com/academy/lesson/sales-promotion-in-the-promotional-marketing-mix.html https://www.youtube.com/watch?v=6ZXFlLwMKH8

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SALES PROMOTION BUDGET

There are basic five techniques that are used to determine/ allocate funds to sales promotion.

• Percentage of sales method.

• Unit of sales method.

• Competitive parity method.

• All you can afford method.

• Objective end task method.

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PUSH &PULL STARTEGY

http://study.com/academy/lesson/push-pull-promotion-strategies-definitions-examples.html

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PLANNING SALES

PROMOTION

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VIDEO LINKS

http://study.com/academy/lesson/trade-sales-promotion-and-the-promotional-marketing-mix.html

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Control: • Measurement of effectiveness • Ethics • Economics • Social Relevance

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SYLLABUS-UNIT V

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ADVERTISING EFFECTIVENESS: BROAD OVERVIEW

• Measuring advertising effectiveness is important to assess and understand the extent to which a specific campaign meets a company’s objectives.

• This is commonly examined by measuring the effect on sales, brand awareness, and brand preference, among other things.

• Determining whether a campaign accomplishes its appropriate promotional objectives

• Companies must measure how promotional programs contribute to increased sales and profits

• One of the most difficult undertakings in marketing

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Objectives Vs Measures

1. Stimulate an increase in sales

2. Remind customers of the existence of a product

3. Inform customers

4. Build a brand image

5. Build customer loyalty and relationship

6. Change customer attitudes

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TESTING

Testing the Method: Choosing the appropriate method will have a substantial impact on its success. Therefore, is important to determine how well the chosen program is working and to measure its performance against a predetermined standard. The testing process should consider the following • a) Advertising Method (ex: Banner vs. sponsorship)

b) Subclass (ex: regular vs. content sponsorship) c) Location (ex: Banner at the top or Sky-Scraper on the side) d) Time (ex: pre or post product release) e) Size (ex: Pop-up (full page) or Banner (small bar at the top of the page)) f) Vehicle Option Source Effect - e.g. perception through pop up ad or Banner

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TYPES OF ADVERTISING EVALUATION

There are two types of testing methods are used. They are:

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Sub Code - Sub Name

ROLE OF ASCI IN

ADVERTISING Advertising Standards Council of India (ASCI)

The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) in dealing with Complaints received from Consumers and Industry, against Ads which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising. The ASCI is not a Government body, but it is a voluntary self-regulatory council, registered as a not-for-profit Company under section 25 of the Indian Companies Act. The sponsors of the ASCI, who are its principal members, are firms of considerable repute within Industry in India, and comprise Advertisers, Media, and Ad Agencies and other Professional /Ancillary services connected with advertising practice.

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Sub Code - Sub Name

ROLE OF ASCI IN

ADVERTISING The ASCI was set up

• To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertisements

• To ensure that advertisements are not offensive to generally accepted standards of public decency.

• To safeguard against the indiscriminate use of advertising for the promotion of products which are regarded as hazardous to society or to individuals to a degree or of a type which is unacceptable to society at large.

• To ensure that advertisements observe fairness in competition so that the consumer’s need to be informed on choices in the market-place and the canons of generally accepted competitive behavior in business are both served.

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Economic role of Advertising

• Advertising performs an economic function for an advertiser, affect

economic decision of the audience and is an integral part of the whole economic system.

• Advertising stimulates demand, educate consumer about new product, policies, programmes services and organizations, increase competition and improve standard of life-style by helping to bring new product to the consumer.

• Advertising boosts the economy by helping to introduce new products faster and more effectively to consumer by supporting to achieve the economies of scale faster and by helping to remove the monopoly of the product.

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Sub Code - Sub Name

Social Role of Advertising

• Advertising reflects society and society reflects advertising. At social level advertising plays upon, derives from and contributes to the social texture of a country.

• Various social changes are brought about or helped by advertising. Adult education, family planning and pulse polio campaign are the examples of few successful social advertising campaign. It makes role models who can create societal change.

• Advertising are efficient source of information for product quality, new material or merchandise, new technology and cost. �

• It reduces distribution costs, encourage competition and increases product quality through brand identity. �

• It supports mass media to maintain independence from government, political parties and other special interest groups.

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Sub Code - Sub Name

Negative Role of Advertising in the Society

Objectionable and in bad taste – Some critics feel that advertising is objectionable because the creative effort behind it is not in good taste. Intrusive, repetitive, unreal, offensive and depressing are some of its unpleasant features. Excessive fear appeal – The fear appeal in advertising creates anxiety that is supposed to be subsidized by an available product. Such appeals may create emotional disturbances in some audience members. Products like fairness cream, insurance or a germ killing toothpaste all tries to play with the fear factor. Intrusiveness – An advertisement campaign moves with repetition from a period of effectiveness to acceptance, to a period of irritation. Manipulation – Advertisements have the raw power to manipulate consumers. Many companies have the capacity to obtain large numbers of advertisement exposures, which is not good for healthy competition.

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SOCIAL &ETHICAL ISSUES OF ADVERTISING

https://www.youtube.com/watch?v=pZv_wbLS2zk https://www.youtube.com/watch?v=j9AEtFdb1_4

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Documents

Subject Code: MAM5A ADVERTISING … channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes