1setting advertising objectives
DESCRIPTION
advertTRANSCRIPT
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Advertising - Any paid biin itf non-personal presentation and prornotion ofideas, goods, or services by an identified sponsor.
C h a racteristb sf advert{sirs-Reaches large,
Geographicalty single atdiarw,
Often with high frequency,
Low cost pcr rryosure, tholh sverall costs e high;
Builds branci image;
l\@' stirmrlrte short-term sdcs,
one-way.
ntgns{ffi ?l
'' gIttuUtESDilo SfiIEIIGTHEIIS OTffi?milOil ltllx El"EltlEllTS. FTELOPS BRAND PffiE. GUllS COSTS - Mvertisirp lry f frfrfigttal in cutting dovvn
prq*iion and #ng costg k#tg wfr sales decrease unit costs. L0frIS PRICES - In any nrtet basfl and cqnpetitive econoffiY,
whefi r* cost of e prortn gFes dctr+ tfiere are o
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contentts and showing how different Your clothes look
when washed with Uiala.
Petsuasive adveftising :
It is generally used when the product is in the competitive sFge, rvhere
the cornpny's objective is to bsild selective demand for a particular
. brand.
ivhirtpwl ice magic pffins itself as reiftg a quick icemakerand was the first one of its kind to use this as a mar*etingplatform
Hninfrdveil*sing:It is very importalt 3 uss &cs t#i38 ** proert is in the maturity stage'
Thsy re intended to fltd pooplef'prr3*rcc yo11. brand.
rffiffi up, cd
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HLL'I ad's for LUX ,LIRIL, REXONA
Classified Adveftisi n9,
This advertising gives information dissemination about
a sale.
TOI classified *ction
Pr6motional Advstisi ng :
Ttl*S 3{vertising'informs an announcgment about asale.
ADlDAs.fierlngS0o/oDIwwTd'#}oes"
A&cacy A&crtisinlhThrs advertisirlg is used b Ptslicize a particular cause.All tfe social ads fall into thii category'
Do boofl Zindagi ki
AIDS AWARENESS ADS by Maharashtra Govt.
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National Advertising:
Advertising that is done in one nation only.
Dabur Ads or Nirma Ads
Local Adveftising'
Advertising that is carried out in a particular region or'
rnarkeL
BRtt *rd AMRiLff4IuLIAN selecHl ffi eampaigndired,g! towards consumers ln $rtfi India '
Glolal Advetsifi$:Adverssing that is carrted on.fol a company or a
product globallY
I'm loving it was a global ad rcleased by McDonalds
g)N THE BASIS OF TARGET GROUP
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l..rri:-r-a i.r.:!-'"
Consumer Adveftising'
Advertising that is directed towards the consumer
directly.
AttFMCGproductadslikeP&G,NESTLEetc'
Industria I Adve*isin g'
Advertising that is directed by Industri'al Gsods
l4anu@uref to his Filget ryP'sKF ffiRINGS d'tffit tlrcir # in fi#ffiral Jwrnals to
TELCO CtC,
Trate Advertising'
pe of advertslrig, the ads are directed to the
Initiatw rather tfian ,the end user of the product'
llost Pfnrmaceuful Go{nrynies dired their ads in
Itdical fournats to hctors, who prescribe the
medicines fo the Patients'
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Adveftising to business or profession
'fhis type of advertising is airned at resellers and professionals' The media
used here is direct mail or professional magazines: These are ads which are
not directed towards the final consumersI
corporate ads are also a pwt of these typ{t of ads. The target gurys of
corporate advertising are most often customers' stockholders, anployees'
financial institutions, political leaders and govemrnent' The objectives of the
corporate or the institutional x$ may be to eg*lish or boost corPorateidentity and image, counter negative attittdes tosrr& s coltrPily' industry
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.' , ^ ^. ^ ^--^hr' +^ Gdtrr cli llicor to prorl* and relate the company to sornc ry srid pubirterest causc. The rcent Aditya Birla group crryBlgn would frt into this
cory
iFn- Product adteftis*;r
In this type of advertising advertisemenB depicting an ideq a social cause
etc is includ" Surrogate advertisements a:e also a part of strch non- product
advertisements.
Brand adveftising'
This advertising helps in the long-term build up of a brand'
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aIt seeks 6tnrur. the buyers that they have made the right choice by
purchasing your brand.
Hamara Bajai advertisements make the owner of the twowheelers of Baiaj proud of their possession by giving it apatri oti c Pos iti o n i n g .
Stage in ttrc pfoffi life cycle: rpw products q/picafryreeive large adreftising h$Ets b fuiH iilv.if,eness ard b lrain@rlsumers tslal.
Flarkert*re aild oulsumcrlllr tl= brands having af'rgfr rnaket shac 515lly re$rire tsrs dwrfring o
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tII! Product substitutability: brands in the commodity class
require heavy advertising to establish a different image. For example,
cigarettes, beer, soft drinks. Also advertising is impohant when the
brand can offer unique phy$cal beneftts or features.
Consumer Adveftising
Tttese are basically nothing but product or service advertisernenb
ffied tpidads the consr.rtner or the customer as such'
$$ advertHtnts cil be in the form d rgffial w locda*rcrtisemerFdso.$.dr kind of adrertgr#F wes emoticnal or
rdisnal appeal Ft fre*r a/ArertisernerR
ffit#tr3ments sudt * that of De8ffs, LIC etc u* tkemffilatappeattoattrecttfieconsumerc.ontheotherhand ffitisements such as tfie Kawasaki baiai caliber'vim Baretc use the rational ap4al to address ifs target
audience.
'l'lre advertisement of DeBeers uses an emotional appeal because the
statement "l have my feet firmly planted on the ground except when I'm
wearing the millennium diamond' suggests that by wearing them u can fly
high in rhe sky and feel like what urmita does in the advertisement
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FFfs!-*qftjtt'ru"'s11' :- ti'-\i'e^.''e
Rernihder Adveftising:
This advertiSing is highly important in the mature stage
of tfre product 1e k,egq the consumer thinking ahut theproduct.
Fevicol campaigns act ffi a reminder form of
advertising, bonding Fevicol w+th conswrlers as the strongest
Adhesive
A relaEcl form pf advertising is REIJIfORCEIEilTADVEffi:$iEIIEIIT, whicfr ry F *suie curentpurcha*s that they have Fl* tfie right choice'
r'tmun suzuKl tG tell that $e coNsuMER is a part of1,00, g(X) ha PPY custolrlers'
Some cornpanies, in an effort to reduce costs andmaintain greater control over agency activities, have
set up their own advertising agencies internally' An in-
houseagencyisanadagencysetuP,ownedald
TyPGtsf advsltdns*In- hou* aoencigr
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IF.nr-'w-!tr$r*':*rr' *
operated by the.advertiser' Many compa{lies use ln-
houseagenciesexclusively;otherscombinein-houseefforts with those of outside agencies'
Amajorreasonforusingin-houseagencyistoreduceadvertisingandpromotionalcosts.Companieswithvery tiarge drertising budgets pay a substantialamounttooutsideagEnciestntheformofmediaco'Tsnlsgbns. with al inter:nal structure, thesecommissions go to sre h?-house ad agency. An in-house
ad agency can also povide relatett lvork' t:,*:::preser*ations and sales force matertd, package design,
andp$ltcrelationsatalowerqflrantheouEkleagPncies. ,
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In-house agencies in India are:
l.Levers - Untas (PreviouslY)
2.Videocon - Confidence
3.Rdiance - Mudra (when Mudra started out)
Creattrye boutique is an agency that provides onlycreative services, These sped*3gO companies' have
developcd in response to sotTt dlent,s desires to useonly the cFtFtive talent of an ouElde provider whilemaintaining the other functbns internally'
The client may seek outside creative talent for tworeasonsI
l,Because he wantS an extra creative effort
z.May be because its own employees of the in-house
agency or the agency that he has appointed donot have sufficient skills in this regard'
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Few creative boutiques' in India:
1.RMG David
2.Vyas Gianetti Creatives
3. ChloroPhYtl
Media buyrng agencies re independent companies that
specialize in tfie buyirE of mdla' particularly radio and
television. The task of purchasing advertising media
has gnown more cornptex as specialized media, so
mediabuyingserviceshavefoundanichebyspecializing in the analysis and purchase of theadvertisingtimeandspace.Agenciesandclients
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generally develop their own media plans and then hire
the buying services to execute them
Some media buYing agencies
.Mindshare
2.Initiative Mediia
3.Zenith Media
4.@timedia
5.Stafpm
6.Fulcrgr
Frd - selvice#YThe function of an advrti*qg agency is to see to it $at itsclient's advertising leads tO grecter pnofu in $ tor runthan could be achieved wtttroryt fte ad agency' Most suchagencies are large in size and offbr their clients a full range
of services in the area Of marfteting, communications andpromotions. These include planning, creating and producing
the advertisement, media selection and research. Otherservices offered include strategic marketing planning, sales
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lftry. Jf1ryt4:!5.br-:.:..1:dr:i, : : :J,:. iii
training, Packagemana,gemnt, trade
.design, salesshows, PublicitY and
promotion, eventpublic relations.
l.communication effct @@' it seeks todetermine whether an ad is comfnunicatingeffectivbly" called py testing, it can be dofle beforean ad is ,put *flGo mdia and after it is printed orbroadcasted. There are three major methods of
ertising Pre-testing :
1. ffi rating method; in Stis ctxse' $erate Sre alternative ads'
"co-nqtnlilns are asked to
These ratFrgB 5r used'to evaluate the ads.
2. Po;4#Ofitf re$b: fr, the consumers are askedto view tr listen to a prtfolio of advertisements,taking 6s much as urne as they need. consumeE
ane then asked to recall all the ads and theircontent, aided or unaided by the interviewer.
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3. LabOratory te$sr it uses eguipment to measurethe physiolqgical reactions heartbeat, bloodpressure, pup\t dilation, perspiration to an ad 'These tests measure attention g$tting power butreveal nothing about ttle impbA on beliefs'at$$des, or it*Ensions'
Dct rcGalc I's # trect2"SaF3 effest ryh: advertisingis g:nerally difficult to measune than itscomriffitioneffect.ThisismainlyHausethesales are trilf,r'end] bv rnany drer factors, such asthe product ftatures, price, availability, as well as
thecompetitor,sactions.Companiesaregenerallyinterested in finghg out whether: they areoveFpendirrgorur*dgspefidingonadvertising.
Attention
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Intsest
DdC
Action
nffifit #beamdrproroscffitBe ilffiested enough to pay ffientiort'tlfe procrct'sfeatures/ffir
"dHave a desire to bencfr*Uq tfie prcduds #ringF'Action, the foufth stage' rould oome as a natrral
result sf mowrt through fte first three stagcs
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CRITICISM
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Hierarchy of effecS [email protected] nis been criticized on some points' such
asthatpeopledonotexactlyfollowthesesequel}ces
People in all the cases may not stricsy follwv a sertss of stages
as are explained in the hierarchy of effiects rnodel' They fnaY in
certain sihlations, &ecfiy junp to a particrdar stage' notfollowing the stagres h a logical p#rn'
For e.g. a child acgnpanying ndler b a groery store isliketytodemarrdaproductwittrq.tir*i$nginstageslikebeonrirg aware about it, being interes$d by r ild spn hryingit. He maY just be lured ry the dsPH