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7/23/2019 Advertising 111105195733 Phpapp01

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Advertising


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AdvertisingAdvertising A shop wants to attract more customers or clear stocks, soA shop wants to attract more customers or clear stocks, so

it decides to offer special discounts for a period.it decides to offer special discounts for a period.ItIt advertisesadvertisesin the daily newspapers to inform the publicin the daily newspapers to inform the publicof its sale.of its sale.

A company brings out a new product which is muchA company brings out a new product which is muchmore economical than the existing ones in its category.more economical than the existing ones in its category.If the company cannotIf the company cannot advertiseadvertise the product, it wouldthe product, it wouldnever be able to enter the market. Any other form ofnever be able to enter the market. Any other form ofcommunication would be long drawn out and uneconomical.communication would be long drawn out and uneconomical.

he !overnment wants corporate, businessmen and salariedhe !overnment wants corporate, businessmen and salariedpeople to pay taxes. Itpeople to pay taxes. It advertisesadvertises in newspapers, radioin newspapers, radioand television to reach the target audience.and television to reach the target audience.


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Who needs advertising?Who needs advertising?

Companies use advertising to:Companies use advertising to: inform people about their products and servicesinform people about their products and services

to make theirto make their brandbrandnames familiar to the publicnames familiar to the public


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Companies use advertising to:Companies use advertising to: to give the company ato give the company a personalitypersonality which sets itwhich sets it

apart from the others.apart from the others.

to remind customers about theirto remind customers about their brandsbrands at theat theright timeright timeandand right placeright place

to tell the public aboutto tell the public about improvementsimprovementsin productsin products to help their sales force to be more effectiveto help their sales force to be more effective

to reinforce customer confidence in his"her purchaseto reinforce customer confidence in his"her purchase


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Governments and autonomous bodies useGovernments and autonomous bodies useadvertising toadvertising to##

Inform people about their policiesInform people about their policies

$romote birth control$romote birth control

%ducate the masses on health care%ducate the masses on health care

$revent panic during natural disasters$revent panic during natural disasters

&ispel harmful rumours&ispel harmful rumours

Attract foreign investmentAttract foreign investment



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Public bodies prefer to use professionalPublic bodies prefer to use professionaladvertising agencies because agenciesadvertising agencies because agencieshave the creative talent to eplainhave the creative talent to eplain

comple issues in a !ay !hich makescomple issues in a !ay !hich makesthem interesting" easy to understandthem interesting" easy to understandand meaningful#and meaningful#

$amples: %&'" &ank (f 'ndia" )'C etc#$amples: %&'" &ank (f 'ndia" )'C etc#



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What is A*+$,-'%'.G?What is A*+$,-'%'.G?

thethe

aactionctionofof

ccallingalling

ssomethingomething

to theto the

aattentionttentionofof

ppublicublic

W$&%-$,/s *ictionaryW$&%-$,/s *ictionary


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What is A*+$,-'%'.G?What is A*+$,-'%'.G?

A&'%(I)I*! is the delivery of theA&'%(I)I*! is the delivery of themostmostpersuasive productpersuasive productmessagemessageat theat theright timeright time,, ininthetheright placeright place,, to theto therightright

personperson,, at the lowest possible costat the lowest possible cost -oday/s Product0&rand 1anager-oday/s Product0&rand 1anager


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WhatWhat reallyreallyis Advertising?is Advertising? Paid form of non2personal communication about anPaid form of non2personal communication about an

organi3ation" product" service or idea from anorgani3ation" product" service or idea from anidentified sponsor" using mass media to persuadeidentified sponsor" using mass media to persuadeor influence an audienceor influence an audience

-he paid aspect of this definition reflects-he paid aspect of this definition reflectsthe fact that the space or time for an advertisingthe fact that the space or time for an advertisingmessage must be bought#message must be bought#

-he non2personal component means that advertising-he non2personal component means that advertisinginvolves mass media 4eg# -+" radio" maga3ines"involves mass media 4eg# -+" radio" maga3ines"ne!spapers5 that can transmit a message to largene!spapers5 that can transmit a message to large

groups of individuals" often at the same time#groups of individuals" often at the same time#


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WhatWhat reallyreallyis Advertising?is Advertising?

-he non2personal nature of advertising-he non2personal nature of advertisingmeans that there is generally no opportunitymeans that there is generally no opportunityfor immediate feedback from the messagefor immediate feedback from the message

recipient 4ecept in direct responserecipient 4ecept in direct responseadvertising5advertising5

-herefore before the message is sent" the-herefore before the message is sent" theadvertiser must consider ho! the audienceadvertiser must consider ho! the audience!ill interpret and respond to the message!ill interpret and respond to the message


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WhatWhat reallyreally is Advertising?is Advertising?

Advertising is communication ofAdvertising is communication of

informationinformationandand valuesvaluesby anby an

identifiedidentifiedsponsorsponsor

Advertising is theAdvertising is the third partnerthirdpartnerin thein the

relationship bet!een a consumer and arelationship bet!een a consumer and aproduct0service#product0service#


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'mportance of Advertising'mportance of Advertising

-here are several reasons !hy advertising-here are several reasons !hy advertisingis an important part of the marketersis an important part of the marketerspromotional mies#promotional mies#

6irstly" it is very cost effective method6irstly" it is very cost effective methodto communicate to a large audience#to communicate to a large audience#

%econdly" it helps create brand image and%econdly" it helps create brand image andsymbolic appeal for the brand !hich is asymbolic appeal for the brand !hich is avery important for companies sellingvery important for companies sellingproduct0services that are difficult toproduct0services that are difficult to

differentiate on functional attributes#differentiate on functional attributes#


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'mportance of Advertising'mportance of Advertising Another advantage of advertising is itsAnother advantage of advertising is its

ability to strike a responsive chord !ithability to strike a responsive chord !iththe consumers !hen differentiation acrossthe consumers !hen differentiation acrossother elements of the marketing mi isother elements of the marketing mi is

difficult to achieve#difficult to achieve#

Popular advertising campaigns attractPopular advertising campaigns attractcustomers attentions and can helpcustomers attentions and can helpgenerate sales# 6or eample pepsi/s 7 8(yegenerate sales# 6or eample pepsi/s 7 8(yebubbly/" 81era number kab aye ga/" Asianbubbly/" 81era number kab aye ga/" AsianPaints 7 8&adiaya hai/" Alpenleibe 2)agePaints 7 8&adiaya hai/" Alpenleibe 2)ageraho" etcraho" etc


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'mportance of advertising'mportance of advertising

he nature and purpose of advertising differs fromhe nature and purpose of advertising differs fromone industry to another and"or across situations.one industry to another and"or across situations.

he targets of an organi+ations advertising effortshe targets of an organi+ations advertising efforts

often vary as do the advertising role and function inoften vary as do the advertising role and function inthe marketing program.the marketing program.

-or eg. ne advertiser may seek to generate-or eg. ne advertiser may seek to generate

immediate response or action from customers,immediate response or action from customers,another may want to develop awareness or positiveanother may want to develop awareness or positiveimage for its products or service over a longerimage for its products or service over a longerperiod.period.


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,ole of Advertising in &rand Promotion,ole of Advertising in &rand Promotion

'nformation and persuasion'nformation and persuasion

'ntroduction of ne! brand or brand'ntroduction of ne! brand or brandetensionsetensions

&uilding and maintaining brand loyalty&uilding and maintaining brand loyaltyamong consumersamong consumers

Creating an image and meaning for a brandCreating an image and meaning for a brand


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-he stages in consumer purchase process-he stages in consumer purchase process

*eed recognition*eed recognition

Information searchInformation search

%valuation of options%valuation of options

utlet selectionsutlet selections

$urchase$urchase

$ost purchase evaluations$ost purchase evaluations

9o! does advertising !ork?9o! does advertising !ork?


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A!arenessA!areness

ComprehensionComprehension

ConvictionConviction

ActionAction


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A!arenessA!areness

'nterest'nterest

*esire*esire

ActionAction


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9ierarchy of effects9ierarchy of effects

;;< target audience;;< target audience

=>< a!are of the product=>< a!are of the product

>;< sho! some interest in the product>;< sho! some interest in the product

;< preferred the product;< preferred the product

@>< tried the product@>< tried the product

>< ,epurchase>< ,epurchase



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'mportance of advertising'mportance of advertising /hat/hat advertisingadvertisingdoes is create awareness,does is create awareness,

interest, desire and drives the consumerinterest, desire and drives the consumerto the shop.to the shop.

-or any-or any advertisingadvertisingto be successful, it isto be successful, it isessential that the service or product must beessential that the service or product must besuperior or meaningfully different0 certainly,superior or meaningfully different0 certainly,

at the very least, it must be at leastat the very least, it must be at leastsatisfactory.satisfactory.

If it is a public message, then it must be aIf it is a public message, then it must be a

credible proposition.credible proposition.


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'mportance of advertising'mportance of advertising

Any amount of good creative advertisingAny amount of good creative advertisingcancan neverneverhelp in selling a brand or ahelp in selling a brand or aproduct of inferior 1uality.product of inferior 1uality.

At the most advertising will help inAt the most advertising will help in

inducing a trialinducing a trialfrom the consumers,from the consumers,thereafter it is entirely on the 1ualitythereafter it is entirely on the 1ualityof the product or brand.of the product or brand.


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AdvertisingAdvertising

%ome do/s%ome do/s Advertising should beAdvertising should be informativeinformative

Advertising should beAdvertising should be entertainingentertaining

Advertising should beAdvertising should be involvinginvolving
http://bajaj%20hamara%20bajaj.mpg/http://bajaj%20hamara%20bajaj.mpg/http://60sec.mpg/http://60sec.mpg/http://adidas%20full%20tension.mpg/http://adidas%20full%20tension.mpg/http://adidas%20full%20tension.mpg/http://60sec.mpg/http://bajaj%20hamara%20bajaj.mpg/


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%ome don/ts%ome don/ts Advertising should never over claim anyAdvertising should never over claim any

benefit in a product or a brand.benefit in a product or a brand.

*ever try to put down or talk down your*ever try to put down or talk down yourconsumers in manner that will insult them.consumers in manner that will insult them.

ry not to compare your brand with ary not to compare your brand with acompetitor and try not to show yourcompetitor and try not to show yourcompetitor in bad light.competitor in bad light.


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%ome don/ts%ome don/ts In case you do any comparison with your competitor or show yourIn case you do any comparison with your competitor or show your

competitor it should be done in a intelligent and tactful mannercompetitor it should be done in a intelligent and tactful manner

that such that it is memorable and not in bad taste.that such that it is memorable and not in bad taste.


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Avisv/s Hertz(Rent-a-car)


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9o! is good advertising created?9o! is good advertising created?

2reating2reating good advertisinggood advertisingis tois to buildbuildthe mostthe most meaningful relationshipmeaningful relationship

between the 3rand and its customers.between the 3rand and its customers.

-or creating meaningful advertising one-or creating meaningful advertising one

must knowmust know Why do people buy?Why do people buy?


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Why people buy?Why people buy?

$eople buy a product because they$eople buy a product because theyhave a need for ithave a need for it

I need a pressure cooker because I I need a pressure cooker because I

have to lay food on the tablehave to lay food on the tableeverydayeveryday

$eople buy a brand because they have$eople buy a brand because they havea relationship with it.a relationship with it.

I will buy a 4awkins $ressure 2ooker I will buy a 4awkins $ressure 2ooker

because I can trust 4awkins.because I can trust 4awkins.


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-ypes of benefits-ypes of benefits

a5 b6ective benefitsa5 b6ective benefits

b5 )ub6ective benefitsb5 )ub6ective benefits

c5 'alues7oriented benefitsc5 'alues7oriented benefits


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(bective benefits(bective benefits

hese are tangible, physical and measurablehese are tangible, physical and measurable

hese are in the producthese are in the product

hey are what you get by using ithey are what you get by using it

$ample 2 9a!kins$ample 2 9a!kinspressure cookerpressure cookercooks Buickest !ithcooks Buickest !ithleast trouble andleast trouble andgreatest safetygreatest safety


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%ubective benefits%ubective benefits

hese are in the consumers mindhese are in the consumers mind

hese are perceptions. hese are what thehese are perceptions. hese are what the

consumer believes she will get as a result ofconsumer believes she will get as a result of

the ob6ective benefit.the ob6ective benefit.

%xample 7 2ooking with%xample 7 2ooking with

4awkins will make me4awkins will make mefeel that I am fulfillingfeel that I am fulfilling

my role as a wife bettermy role as a wife better


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+alues oriented benefits+alues oriented benefits

hese appeal to the consumers deepest concerns, theirhese appeal to the consumers deepest concerns, theirbasic drives as individual human beings.basic drives as individual human beings.

here are only a few of them 7 power, security, socialhere are only a few of them 7 power, security, social

acceptance, status, greed, sex, survival 7 and they areacceptance, status, greed, sex, survival 7 and they are

very powerful.very powerful.

%xample 7 wning the beautiful oyota 2orolla car%xample 7 wning the beautiful oyota 2orolla carmakes me feel special, a person clearly of a highermakes me feel special, a person clearly of a higher

status with a more refined tastestatus with a more refined taste


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Classification of AdvertisingClassification of Advertising Advertising in the consumer marketAdvertising in the consumer market

2 .ational Advertising2 .ational Advertising2 ,etail0)ocal Advertising2 ,etail0)ocal Advertising2 &rand Advertising2 &rand Advertising

2 Primary0%econdary demand advertising2 Primary0%econdary demand advertising

2 Political Advertising2 Political Advertising77 *irectory Advertising*irectory Advertising22*irect2,esponse Advertising*irect2,esponse Advertising22Public %ervice AdvertisingPublic %ervice Advertising22'nteractive Advertising'nteractive Advertising

Advertising to &usiness Professional marketsAdvertising to &usiness Professional markets2 &usiness to &usiness Advertising2 &usiness to &usiness Advertising2 Professional Advertising2 Professional Advertising2 -rade Advertising2 -rade Advertising


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What client epect from their advertising?hat client epect from their advertising?

'nnovative solutions that'nnovative solutions that &reak through the clutter&reak through the clutter

&eat the competition"&eat the competition"%tretch and magnify budgets%tretch and magnify budgets

*ifferent" 'nnovative*ifferent" 'nnovative

Great creative and media that offers full valueGreat creative and media that offers full valueat prices at least as good" if not better" thanat prices at least as good" if not better" thanthe competition#the competition#

-he most cost2effective and innovative !ay to-he most cost2effective and innovative !ay tosuccessfully reach and communicate !ith consumers#successfully reach and communicate !ith consumers#


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&iggest risk in advertising&iggest risk in advertising

%A6$ C(.+$.-'(.A) A*+$,-'%'.G '% -9$%A6$ C(.+$.-'(.A) A*+$,-'%'.G '% -9$&'GG$%- ,'%D (6 A))&'GG$%- ,'%D (6 A))

't doesn/t get seen# 't doesn/t get remembered#'t doesn/t get seen# 't doesn/t get remembered#

't doesn/t cause any reaction#'t doesn/t cause any reaction#

%afe advertising ust lies there Buietly" hoping%afe advertising ust lies there Buietly" hoping

no2one !ill notice it# And no one does#no2one !ill notice it# And no one does#

4alf my advertising budget is wasted. he problem is4alf my advertising budget is wasted. he problem is

I don8t know which half.I don8t know which half.

9ohn /anamaker, Advertising : (etailing $ioneer9ohn /anamaker, Advertising : (etailing $ioneer


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%hould !e take risks in advertising?%hould !e take risks in advertising?

;es, but wisely. -oolish risks are for fools;es, but wisely. -oolish risks are for fools

)mart businessman take only calculated risks)mart businessman take only calculated risks

ne can be smart by getting the basics right 7ne can be smart by getting the basics right 7defining target clearly, appealing to the right values,defining target clearly, appealing to the right values,and creating a seamless fusion ofand creating a seamless fusion of product and user.product and user.


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T H A N K Y O U !!T H A N K Y O U !!

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