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ADVERTISING

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What is Advertising?

Advertising is any paid form of nonpersonal

presentation and promotion of ideas, goods,

or services by an identified sponsor.

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Advertising Decision process

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Advertising Objectives

Informative

Persuasive

Reminder Reinforcement

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Informative advertising iscarried out in an informativemanner.

The idea is to give the ad thelook of an official article to

give it more credibility.Also, informative ads tend to

help generate a goodreputation.

http://en.wikipedia.org/wiki/Informativehttp://en.wikipedia.org/wiki/Informative

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Entice consumers into purchasing specific goods orservices, often by appealing to their emotions.

Persuasive advertising

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Persuasive advertising

Entice consumers into purchasing specific goods orservices, often by appealing to their emotions.

The assumption is that the consumer alreadyunderstands the basic nature of the product, but needsto be convinced to buy the product apart from thecompetition.

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Reinforcement Advertising

Advertising intended to re-assure purchasers,to tell them that they have done the rightthing in buying the particular product.

To explain how to get the best results andmost satisfaction from its use, the purpose ofreinforcement advertising is to maintainmarket share

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Major Media Types

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow Pages

Newsletters

Brochures

Telephone

Internet

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Top 10 Advertisers

1. Hindustan Unilever

2. Reckitt Benckiser (India)

3. Coca Cola India

4. Bharti Airtell5. ITC

6. LG Electronics India

7. Cadbury's India

8. Pantaloons Retail India

9. Procter & Gamble

10. L'Oreal India

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Advertising Expenditures

Media $ % of Total

TV 72.1 32

Radio 20.9 9

Internet 16.7 8

Magazines 23.7 11

Newspaper 45.8 20

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Advertising Planning Process

Advertising Objectives

Budget Decisions

Creative Strategy

Campaign Evaluation

Media Strategy

Brand Positioning Target Market

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Creative Strategy

Unique Selling Proposition

Translates brand positioning into a

compelling message.

Objective is Memorability

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Hierarchy of effects

Communication Process

Awareness

Interest

Liking, Preference

Purchase, Action

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Appeals in advertising

Emotional = appeal to psychological, social or symbolicneeds.

Rational = provide information about functional andutilitarian aspects of the products.

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Logical

Appeals to the consumer's practical or functional needs in an attemptto appeal to the consumer's sense of logic.

In a logical appeal, the product or service is positioned as the logicalchoice for the consumer.

For example, if an individual on a diet wants to drink beer, then thelogical choice would be a light beer.

Humor

Memorability device.

Humor should not clutter the product benefits. Execution detail: Show consumer how to avoid the problem.

Appeals in advertising

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What is Sales Promotion?

Sales promotion consists of a collection of

incentive tools, mostly short term, designed to

stimulate quicker or greater purchase of

particular products or services by consumers

or the trade.

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Sales Promotion Tactics

Consumer-directed

Samples

Coupons

Cash refund offers

Price offs

Premiums

Prizes

Patronage rewards

Free trials

Tie-in promotions

Trade-directed

Price offs

Allowances

Free goods Sales contests

Spiffs

Trade shows

Specialty advertising

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Using Sales Promotions

Establish objectives

Select tools

Develop program Pretest

Implement and control

Evaluate results