advertising
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www.managementfunda.com
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PRESENTATION
START
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LOGIN NAME:LOGIN NAME:PASSWORD:PASSWORD:
GROUP 1
Yogin Vora
Enter the world of ADVERTISING
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INTRODUCTION
• The American Marketing Association defines advertising as -Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.
• Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them
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FUNCTIONS OF ADVERTISING
• Stimulates demand.
• Strengthens the sales
• Develops brand preference.
• Competitive weapon.
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ADVERTISING OBJECTIVES
TO INFORM:
Telling the market about the new product Eg: livon silky
Suggesting new uses of the product Eg:cadbury
Telling about new facilities and product development Eg:crocin
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TO PERSUADE
Brand image
Eg: Mc donalds
Unique selling point
Eg: Saffola Oil
Changing consumers perception
Eg: Relaunch of Iodex
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Contd…
Informing the market of price change
Eg:chotta coke
Describing the available services
Eg:motorola phone
Reducing consumers fears
Eg:godrej hair dye
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TO REMIND
Remind consumers that the product may be needed in the near future
Eg: M-seal
Keeping in the mind of consumers during off season
Eg: Soft Drinks, Ice-Creams
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The AIDA Model
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St. Elmo Lewis
In 1898
It shows a set of stair-step
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The AIDA Model
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AIDA ModelA = ATTENTION:
attract the attention of the consumers
I = INTEREST:
raise customer interest
D = DESIRE:
to benefit from the products offerings
A = ACTION:
purchasing
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• Reliance India Mobile campaign • ATTENTION:
New Project being Introduced• INTEREST:
The Co-Spokeperson featured
in the AD• DESIRE:
Free SMS etc
ACTION:
Dhirubhai Ambani Pioneer Offer
induced people to go for the Product
EXAMPLE
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MEN WOMEN
PGBEAUTY
PARLOUR
OPENING SHORTLY..
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Contd…
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ADVERTISING CAMPAIGN
Advertising campaign can be defined as the correlation and combination of an advertisement and related efforts in respect of a product or service, during a particular period of time, and directed towards the attainment of one or more predetermined objectives.
In simple words advertising campaigns is a series of advertisements with an identical or similar message, placed in one or more of advertising media over a particular period of time.
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The Dishoom Dishoom Success Story Pepsodent's home run upto 1998
From Process to End Benefit : 1999-2000
The Result
The Challenge: 2001
Creative Strategy
Insight Advertising Idea
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Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.
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Results of the campaign
Quantitative evidence of success:
Market shares increases by 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).
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ADVERTISING BUDGET
Advertising has a carryover effect that lasts beyond the
period. Although advertising is treated as a current
expense, part of it is really an investment that builds up an
intangible asset called brand equity.
This treatment of advertising reduces the company‘s
reported profit and therefore limits the number of new
product launches a company can undertake in any one year.
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DECIDING ON THE ADVERTISING BUDGET
Key factors which have to be kept in mind while deciding the budget are:-
Competitive Parity
Affordability
Fixed %age of Turnover
Functions to be Performed
Regression Analysis
Adaptive Control Model
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TYPES OF ADVERTISEMENT
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CONSUMER ADVERTISING
• Advertising directed towards the consumer
• Uses Rational or Emotional approach
• E.g. Vim bar (Rational)
De Beers and Cadbury (Emotional)
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ADVERTISING TO BUSINESSAND PROFESSION
• Aims at reseller or professional
• To boost corporate identity & image
• E.g. Aditya Birla group
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NON PRODUCT ADVERTISING
• Social cause, benefit of public
• E.g. AIDS, Drive safe, Polio
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ADVERTISING TECHNIQUES1. Repetition:
e.g. Nirma detergent song
2. Bandwagon:
e.g. PSPO Fan
3. Testimonials:
e.g. Pepsodent
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4. Pressure
e.g. Offer would be open till stock last
5. Advertising slogan
e.g. Thanda matlab coca-cola
Khane walo ko khane ka bahana….
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CELEBRITY ENDORSEMENT
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CELEBRITY ENDORSEMENT
Who are celebrities?
What does celebrity endorsement mean?
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ADVANTAGES OF A CELEBRITY ENDORSING A BRAND
• Ensured Attention• Associative Benefit • Mitigating a tarnished image • Mass Appeal • Rejuvenating a stagnant brand• Higher degree of recall
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DISADVANTAGES OF A CELEBRITY ENDORSING A BRAND• The vampire effect
Eg: Castrol commercial featuring Rahul Dravid.
• Inconsistency in the professional popularity of the celebrity Eg: Australian cricketer tested +ve in 2003 World Cup
• Mismatch between the celebrity and the image of the brand Eg: Emraan Hashmin endorsing “ NO TO TABACCO”
• Multi brand endorsements by the same celebrity would lead to overexposure
Eg : Sachin Tendulkar
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