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Advertising management
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PRESENTED BY-NUPUR AGRAWALMBA III SEM
ADVERTISING“The means of providing the most persuasive possible selling
message to the right prospects at the lowest possible cost".
Kotler and Armstrong provide an alternative definition:-
"Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor".
Nature of Advertising
• A persuasive message.• Carried by a non-personal medium.• Paid for by an identified sponsor.• One way communication.• Supports other promotional efforts.
• MESSAGE MEDIUM ADVERTISING
Persuasive message
6
Characteristics of Advertising
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertisingAdvertisingAdvertising
Indirect and non-personal Indirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
Fast Fast
Same message to all audiencesSame message to all audiences
5 M’s of advertising:
MISSION
MEASUREMENT MEDIA
MESSAGE
MONEY
5 M’s
Advertising communication process
A manufacturer ,retailer or service organisation.
Prepared by an ad agency using artwork, music etc
Newspapers, TV, radio, magazines etc.
Decoding and adoption of the message depending on the attitudes,
values, experiences etc. Specific market audience with geographical, demographical and psychological characteristics.
9
Advertising FunctionsInforming
Persuading
Reminding
Adding Value
Assisting Other Company Efforts 9
20 - 11
Classification of Advertising• Can classify it by:
– The target audience: consumers or businesses
– Product/service vs. organization/company
– Objective: Primary or selective demand
20 - 12
Advertising to Target Audiences
• Consumer advertising generally appears in mass media and is directed to end consumers: may be product or institutional in nature.
• Business-to-business advertising is often called trade advertising and is directed to a business market.
20 - 13
What is Being Advertised?• Product advertisingProduct advertising is designed to promote the sale of a
specific product or service:– may be direct-actiondirect-action, quick-response– may be indirect-actionindirect-action over a longer time
• Institutional advertisingInstitutional advertising promotes the firm or tries to create a positive image:– may promote customer service– or send a public service messageExamples-Reliance and kalbe pharma
20 - 14
What are the Objectives?• Primary-demandPrimary-demand advertising is intended to
stimulate use of a category of products.• Selective-demandSelective-demand advertising is intended to
encourage purchase of a particular brand or the products and services of a specific firm.
20 - 15
Comparative Advertising• Selective-demandSelective-demand advertising• Involves comparing a product to its competing
brand• May be:
– Direct, naming competitors outright– Less direct, alluding to competitors (e.g., “leading
brand”, “Brand X”) but not naming them
Public service advertising
It is directed at the social welfare of the community or nation.
18
The Advertising Management Process
Advertising Strategy
• Setting Objectives•Formulating Budgets
•Creating Ad messages•Selecting Ad Media and Vehicles
Strategy Implementation
Assessing Ad Effectiveness 18
20
Budgeting Considerations in Practice
• What is the Ad objective?• How much are competitors spending?• How much money is available?
Creating the Advertising Message
IMPACT
23
Advertising Media
Traditional Advertising Media
Traditional Advertising Media
ElectronicAdvertising Media
ElectronicAdvertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Electronic mail Interactive video
Communication effects indicate whether the ad and media are communicating the ad message well and should be tested before or after the ad runs
Sales and profit effects compare past sales and profits with past expenditures or through experiments
Evaluating Advertising Effectiveness and Return on Advertising Investment
25
The STP Marketing Process(segmenting ,Targeting, Positioning)
1. Break the broad market into smaller, more homogenous segments
2. Specifically target discrete market segments
3. Position the brand to appeal to the targeted segments
PPT 6-5
26
Promotional Mix
Combination of promotion tools used to reach the target market
and fulfill the organization’s
overall goals.
AdvertisingAdvertising
Public RelationsPublic Relations
Sales Promotion Sales Promotion
Personal SellingPersonal Selling
Word-of-MouthWord-of-Mouth
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public
understanding and acceptance.
Public Relations
28
Sales Promotion
Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular ToolsPopular Toolsforfor
Consumer SalesConsumer SalesPromotionPromotion
Popular ToolsPopular Toolsforfor
Consumer SalesConsumer SalesPromotionPromotion
Personal SellingPlanned presentation to
one or more prospective buyers for the purpose of making a sale.
What advertising can do
• Remind the target audience to buy.• Announce a new brand or service.• Create brand awareness.• Stimulate impulse buying.• Increase confidence in a brand or a company.• Fight competition.• Change attitudes.
India’s 10 leading advertising/PR companies of India:
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.
Conclusion(Key to good advertising)
The most important step lies in deciding what advertising should say and to whom it should say . In all there is a need to do is to decide who buys and uses your products and why. In order to spend media dollars wisely, the advertiser must
know what they read or watch so that they will see your ads.