Advertising
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complete overview of an important marketing tool
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Advertising
- 2. Plan of presentation • What is advertising? • Advertising media • Types of advertisements • How to advertise? • Advertising techniques • Ethics in advertising • Measuring advertising effectiveness • Advertising myths • Future of advertising • Advertising in practice!
- 3. “A paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take action, now or in the future” Done through- Audio and Visuals Inform Persuade Influence /remind
- 4. Ad Plan 1. Target the audience 2. Message strategy 3. Media strategy Emotional response!!
- 5. Emotional response! Fear Cut of shape? Get….. Order now Greed Save X% of retail Buy now Vanity Look like a super model Order now Exclusivity #1 rated….. Buy now Triggers
- 6. Types of media 1. Magazines 2. Newspapers 3. Television 4. Radio 5. Out-of-home 6. Direct-to-home 7. Internet 8. Specialty
- 7. Magazines Advantages • Several readers (long life) passed on from media. • Opportunity to link with specific audience/interests. • High quality reproduction Disadvantages • Long as purchase lead time • High cost, need professionals • No guarantee of ad position within magazine
- 8. Newspapers Advantages • Flexibility, short lead time • Timeliness • Local market coverage • Broad acceptability • High believability Disadvantages • Short life • Poor reproduction quality • Small pass-along audience
- 9. Magazine and Newspaper layout Headline Signature (Brand) Illustration Body
- 10. Television Advantages • Good mass market coverage • Low cost per exposure • Combines sight, sound, and motion • Appealing to the senses Disadvantages • High absolute costs • High clutter • Fleeting exposure • Less audience selectivity
- 11. Radio Advantages • Good local acceptance • High geographic and demographic selectivity • Low cost • Portable Disadvantages • Audio only • Fleeting exposure • Low attention (the half- heard medium) • Fragmented audiences
- 12. Effective TV and Radio ads A I D A - attract consumers Attention - gain consumers Interest - build consumers Desire - provide a method to take Action
- 13. Out-of-Home Advantages • Flexibility • High repeat exposure • Low cost • Low message competition Disadvantages • Little audience selectivity • Creative limitations
- 14. Effective outdoor ads Large headlines Brand identification Attractive colors and visuals Brief message (if at all)
- 15. Direct-to-Home Advantages • High audience selectivity • Flexibility • No ad competition within the same medium • Allows personalization Disadvantages • Relatively high cost per exposure • ‘Junk mail’ image
- 16. Internet Advantages • High selectivity • Low cost • Immediacy • Interactive capabilities • Sites can be saved and revisited often Disadvantages • Small and inexpensive • Demographically skewed audience • Relatively low impact • Audience controls exposure • ‘Spammers’
- 18. Types of advertising Institutional Advocacy Product Reinforcement Primary demand Selective demand Pioneering Reminder Comparative Competitive
- 19. Promotional advertising Advertising designed to increase sales
- 20. Brand advertising • Brands make an effort to establish long term identity or image in minds of people – “positioning”
- 21. Retail or local advertising • Ads by local stores • Aims to encourage traffic to come into the store
- 22. Political advertising • Ads that promote Politian's
- 23. Directory advertising • Type of advertising that shows listing of companies, products or services
- 24. B2B advertising This typically occurs when: • A business is sourcing materials for their production process, e.g. a food manufacturer purchasing salt. • A business needs the services of another for operational reasons, e.g. a food manufacturer employing an accountancy firm to audit their finances. • A business re-sells goods and services produced by others, e.g. a retailer buying the end product from the food manufacturer
- 25. Institutional advertising Known as corporate advertising, wherein the message is focused on establishing a general look or identity of a company
- 27. Developing the campaign Identify the Target audience Establish message and budget Design the ads -Appeals -Techniques PretestChoose media and schedule Evaluate
- 29. Testimonial In this technique, the people in the advertisements are celebrities or experts using the product
- 30. The Bandwagon effect This advertisement tries to get you to want the product because everyone else wants it Everyone is doing it Be a part of the crowd Don’t get left out
- 31. Glittering generalities In this type of ads, advertisers make use of logical fallacies. They use appealing words without giving any concrete idea about what is being advertised. In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny Eg; Shampoo ads Weasel Words
- 32. Plain folks appeal This advertising appeal aims at attracting the mass by using common people to advertise a product Unfinished ads The advertisers here just play with words by saying that their product works better but don’t answer how much more than the competitor Eg; Lays Horlicks
- 33. Facts and statistics Attempts to appeal the masses to use the advertised product, by providing the audience with survey results. Advertisers often use statistical evidences and market surveys to publicize their product
- 34. Emotional appeal This advertisement influences customers to buy the product or service through their emotions. Could be – positive negative
- 35. Ideal family and kids • Advertisers show that the families or kids using their product are a happy go lucky family. • The ad always has a neat and well furnished home, well mannered kids and the family is a simple and sweet kind of family Patriotic ads • These ads show how one can support their country while he uses their product or service.
- 37. Measuring advertising effectiveness According to Philip Kotler and Armstrong,the Gurus of marketing there are two most popular areas which need to be measured for knowing the effectiveness of advertisement and they are: • Communication Effect • Sales Effect 1. Direct rating method 2. Portfolio tests 3. Laboratory test
- 38. Advertising myths • Advertising works only for some business • Advertising is only needed when business is slow • Advertise creates needs • If the product is not selling, advertise it • Advertise effects persist for decades • Humor in ads • Sex sells • Advertising costs so much
- 39. Future of advertising Smart phones smart consumers smarter marketing internet (has become the first point of contact for consumers) Mobile marketing
- 40. Advertising Agency side Client side
- 41. Google - reunion