ADVERTISING MANAGEMENT

By Neha Soni Asst. Professor

Advertising A part of promotion mixcan be define as:A paid form ofNon personal CommunicationFrom an identified sponsorUsing mass mediaTo persuade or influence audienceWith a unique message.

What is Advertising

Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketer’s offerings.

For better understanding here we will discuss about some basic and broad objectives of advertising.

Advertising Objectives

Types of advertising Product-Related advertising:- Informative advertising-This advertising figures heavily

in the Introduction stage of a product, where the primary objective is to build demand.  

MOTOROLA Ads for pagers, explaining how to use them (providing information).

Persuasive advertising- Persuasive Advertising figures heavily in the Growth Stage of Product Life Cycle,  where the company’s objective is to build selective demand for a particular brand. Like- AKAI TV ads compared the brand with 6 competitor brands.

Reminder advertising- This advertising is highly

important in the mature stage of the product to keep the consumer thinking about the product.

-Fevicol campaigns act as a reminder form of advertising, bonding Fevicol with consumers as the strongest Adhesive

Trade Advertising- It can classified into two categories:-Retail advertising-Wholesale advertising-

Retail advertising- can define as covering all

advertising by store that sell good direct to the consuming public. Example- In & Out promotional techniques of retail outlets.

Wholesale advertising- Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image making techniques used by retailers.

Area based advertising:- There are three types of this

advertising. They are as follows-

National advertising- This type of advertising is to encourages the consumer to buy their product wherever they sold. Advertising that is done in one nation only.  Dabur Ads or Nirma Ads

Global Advertising: Advertising that is carried on for a company or a product globally. Like- I’m loving it was a global ad released by McDonalds

Local advertising-Advertising that is carried out in a particular region or market. Like-BRU and AMRUTANJAN selected campaign directed towards consumers in South India.

Manipulative advertising:- "limits free and informed

action."It is sort of like convincing customers to purchase something, but it is based on incorrect or inconclusive information.

Surrogate advertising:- The advertisement comes with the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements.

Like- “aap, main or Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.

Unethical advertising:- Unethical advertising is when you

promise something you cannot deliver. For Example- In the fitness industry, you advertise that you

guarantee a weight loss of 50 pounds per month with your program. You cannot possible deliver that to every person who comes into your gym.

Covert advertising:- Covert advertising is when a product or brand is embedded in entertainment and media.

For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderson owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

Brand advertising: This advertising helps in the long-term build up of a brand.

HLL’s ad’s for LUX ,LIRIL, REXONA.

Classified Advertising: This advertising gives information dissemination about a sale.

MID-DAY NEWSPAPER or TOI classified section.

Promotional Advertising: This advertising informs an announcement about a sale.

ADIDAS offering 50% DISCOUNT on sneakers.

Advocacy Advertising: This advertising is used to publicize a particular cause.  All the social ads fall into this category.

Drink, MORE  MILK (TV ad by FCB ULKA for NDDB) & AIDS AWARENESS ADS by Govt.

Negative advertising:- emphasizes on negative attributes of the competitor’s product instead of focusing on positive attributes of own products.

exp.- Horlicks Vs. complain, Pepsi Vs Thumps up

Puffery advertising:- In these ads superlative degree is used to create attraction.

Example- Gillette’s punch line. ”The Best a men can get.”

Financial advertising:- Ads taking only about finance related things. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is an unconventional way of performing promotional activities. Usually very funny or subtle, it’s a great way to promote a business with a low budget and generate buzz. But you’ll need lots of creativity. Example- guerilla ad

Emotional advertising:- Ads directly hit consumer’s emotions. Example- Airtel’s ad of a little boy with toy phone.

Challenging advertising:- Ads directly or in directly challenge other company, brand or product. Example- Boomer gumlairs, “éclairs ka baap” & luminous ad “No.1 here we come”.

Burst advertising:- Ads don’t have any above thing or sense but creative ads. Example- Amul Macho “ ye to bada toing hai.”

Silence advertising:- a commercial with little or no music will be most effective with an elderly audience. If someone is doing other things while watching T.V. and all of a sudden they notice there isn't any sound coming out of the television, their eyes will likely jump up to the television  and it's probably at that moment the person will catch a glimpse of a company name, or a logo.

Spoof advertising:- When we promote our product on opponent’s ad strategy.

Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.

Direct advertising:- Aqua sure For demo Call 1800………

Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketer’s offerings.

For better understanding here we will discuss about some basic and broad objectives of advertising.

Advertising Objectives

To inform: This type of advertising is heavily used in the pioneering stage of a product category, where the aim is to build primary demand.

Ujala commercial, where the ad talks about how different it is from the age old “neel” by talking about its solution contents and showing how different your clothes look when washed with Ujala.

To Persuade: when the product is in the competitive stage, where the company’s objective is to build selective demand for a particular brand.  

Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to use this as a marketing platform.

Basic Objectives

The advertisers are therefore, concerned with their impact on consumer awareness and attitude. The communication effect on sales may be presented in the following figure:-

Communication Effect on Sales Awareness

Attitude

Trial

Satisfaction

Purchases or repurchase

Effect of Advertising

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