This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development
This slide is mainly useful for BBA student of Madras University 5th-semester students
Creating Low-Code Loan Applications using the Trisotech Mortgage Feature Set
Advertising and sales promotion
1. Vel Tech Ranga Sanku Arts College
BBA 5th Sem
N Arunagiri
Itsmearunin@gmail.com
2. Unit 1
Advertising: Advertising, objectives, task and
process, market segmentation and target
audience — Message and copy development
UNIT 2
Media: Mass Media - Selection, Planning and
Scheduling — Web advertising — integrated
programme and budget planning.
3. UNIT 3
Implementation: Implementing the programme
coordination and control — Advertising
agencies —Organization and operation.
UNIT 4
Sales Promotion: Why and When Sales
promotion activities, Consumer and sales
channel oriented — planning, budgeting and
implementing and controlling campaigns.
4. UNIT 5
Control: Measurement of effectiveness — Ethics,
Economics and Social Relevance
REFERENCE BOOK
Bhatia, T.K., Advertising and Marketing in Rural India,
2ndEdition, Macmillan India Ltd., 2007.
Hackley, C., Advertising and Promotion: An integrated
communications approach, 2nd Edition, Sage
Publications, 2010.
Jefkins, F., Advertising, 4th Edition, Pearson, 2002.
Wells, W.D., Burnett, J. and Moriarty, S., Advertising:
Principles and Practice. 7th Edition, Pearson, 2007.
5. “Advertising is any paid form of non-personal
presentation and promotion of goods,
services, or ideas by an identified sponsor.-
philp kotler
“Advertising is a printed, written, oral and
illustrated art of selling. Its objective is to
encourage sales of the advertiser’s products
and to create in the mind of people,
individually or collectively, an impression in
favour of the advertiser’s interest.”- frank
pressure
6. Tool for Market Promotion
Non-personal
Paid Form
Wide Applicability
Varied Objectives
Use of Media
7. To Inform Buyers
To Persuade or Convince Buyers
To Remind Buyers
To Face Competition
To Achieve Sales Targets
To Build and Improve Brand Image
To Help or Educate People
To Build Company Image and Reputation
8. Paid form
Non personal presentation and promotion
Idea , good and service
Identified sponsor
Controlled
Mass communication
9. Communications with consumers
Persuasion
Contribution to economic growth
Catalyst for change
Stimulates demand
Strengthens other promotion mix elements
Develops Brands preference
10. Reduce Cost
Lowers price
Builds brand image
Growth of media
11.
12. Briefing:
the advertiser needs to brief about the product
or the service which has to be advertised and
doing the SWOT analysis of the company and
the product
13. Knowing the Objective:
one should first know the objective or the
purpose of advertising. i.e. what message is
to be delivered to the audience?
14. Market Research:
this step involves finding out the market
behavior, knowing the competitors, what
type of advertising they are using, what is
the response of the consumers, availability
of the resources needed in the process, etc.
15. Setting the Budget:
then the advertising budget has to be planned
so that there is no short of funds or excess of
funds during the process of advertising and
also there are no losses to the company.
16. Media Selection:
now that the target audience is identified,
one should select an appropriate media for
advertising so that the customers who are to
be informed about the product and are
willing to buy are successfully reached.
17. Target Audience: the next step is to identify
the target consumers most likely to buy the
product. The target should be appropriately
identified without any confusion. For e.g. if
the product is a health drink for growing
kids, then the target customers will be the
parents who are going to buy it and not the
kids who are going to drink it.
18. Designing and Creating the Ad:
first the design that is the outline of ad on
papers is made by the copywriters of the
agency, then the actual creation of ad is
done with help of the art directors and the
creative personnel of the agency.
19. Place and Time of Ad: the next step is to
decide where and when the ad will be
shown.
20. Execution:
finally the advertise is released with perfect
creation, perfect placement and perfect
timing in the market.
21. Newspaper
Magazine
Radio
Television
Directories
Outdoor and transit
Direct mail, catalogues and leaflets
Online
22.
23. • Segmentation - grouping consumers by some
criteria
Targeting - choosing which group(s) to sell to
Positioning - consumer perception of a brand or
product relative to the perception of competing
brands or products
24. The STP process demonstrates the links between an
overall market and how a company chooses to
compete in that market. It is sometimes referred
to as a process, with segmentation being
conducted first, then the selection of one or more
target markets and then finally the implementation
of positioning.
25.
26. Segmentation is diving the market into smaller
groups of buyers with distinct needs,
characteristics, or behaviors that might require
separate marketing strategies or mixes.
27.
28.
29. After dividing the market into segments, the
organization then evaluates the different segments
and decide how many or which segment it can
serve best. Almost all organizations use Market
Segmentation approach to target marketing
because people are different and seek different
ways to satisfy their needs.
38. Persuade the
customers
Scare the
consumer into
action
Transform
consumption
experience
Link key
attributes to
the brand
Promoting brand
recall
Get the
consumer to
feel good about
the brand
Change
behavior by
inducing anxiety
Define the
brand image
41. Message appeal refers to what advertiser wants
to communicate to target audience through
advertising copy(message)
It refers to the approach used in attracting the
attention of audience or influencing their
feeling/ behavior towards advertiser’s product or
service
Ad appeal can be many types
In message appeal advertiser may give the
message regarding high quality of the product,
low price, after sales and service , discount ,
durability of product , performance of the
product
46. It is even more important in newspaper and
other print media where audience often do
not attend the whole message
The headlines of message should be
attractive
Example using the words “ Dhamaka”
“sale” “ flat 70% discount
47.
48.
49. The
message
format
In a print advertisement
(decide on the headline, copy, illustration
and colour
In a radio advertisement
Choose words , voice
quality, speech rate
rhythm accent etc
in a TV Advertisement
Body language, facial expression, gestures
dress , posture hair style
In a product packaging
advertisement
(pay attention to colour
texture size shape)
50. Message source has a great influence on the
receivers.
Some communicators are more persuasive
that others and the degree to which they are
more successful depends on how credible or
believable the audience perceives them to
be
51.
52. Meaning
The word copy has specific meaning in the
world of advertising the wording used in
advertising and promotion is called copy
Ad – copy is the written or spoken message
which the advertiser wants to communicate
to its target audience through any type of
advertisement
53. Definition
Ad copy is defined as written or spoken
material in it, including headlines , main
body, sub heads , pictures, caption, slogan,
information about brand name trademarks
price , coupon claims advertiser name,
address logo phone number website etc.
54. Attractive
Interesting
Retention value
Suggestive
Educative
Believable
Appropriate appeal
Brief
Match with consumer requirement
55. Headlines subheads Body copy
Slogans , logo
types,
signature
Catchy
phrases
blurb
Identification
mark
illustrations Closing idea
57. Abstracting : Relevant data are obtained from
the market situation, prospects, and relevant
media
Synthesising : elements are blended and
combined idea and approaches accepted
rejected revised
Hypothesising : ideas formulated into
experimental patterns culminating in a
working statement
58. Gestation : objections and difficulties resolved
may involve discussion with others or
reference to sources of information
Coalescence : decision are made for
transference of ideation to physical
expression ie writing
Performance : Action is taken in the form of
actual writing
61. Heart and soul of advertising
Reading matter of advertising
Central idea of an advertisement
Affects buying behaviour
Essential for preparation of advertisement
62. Define the audience
Define the brand identity
Write down the product or service unique
value proposition
Language
Write the copy
Proofread carefully