Unit IUnit I

ADVERTISING AND MEDIA MANAGEMENT

History History

Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising.

Black-figured lekythos with the inscription: “buy Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, me and you'll get a good bargain”, ca. 550 BC,

LouvreLouvre

Edo period advertising flyer from 1806 for Edo period advertising flyer from 1806 for

a traditional medicine called a traditional medicine called KinseitanKinseitan

History of INDIAN AdvertisingHistory of INDIAN Advertising

History of INDIAN Advertising History of INDIAN Advertising contd..contd..

DefinitionDefinition

““Any paid form Any paid form of of

non-personal presentation non-personal presentation and and

promotion promotion of of

ideas, goods or services ideas, goods or services by by

an identified sponsoran identified sponsor””

Advertising as a communication Advertising as a communication processprocess

Developing an Advertising Developing an Advertising CampaignCampaign

- An advertising campaign consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand

- An advertising campaign is planned within the framework of the overall strategic marketing plan and as part of a broader promotional program

- Steps in conducting a campaign are:

a. Defining objectives

b. Establishing a Budget

c. Creating a Message

d. Selecting Media

e. Evaluating the Advertising Effort

Developing an Advertising Developing an Advertising CampaignCampaign

a. Defining Objectives

Typical advertising objectives are:

- Support personal selling

- Improve dealer relations

- Introduce and position a new product

- Expand the use of a product

- Repositioning an existing product

- Counteract substitution

Developing an Advertising Developing an Advertising CampaignCampaign

b. Establishing a Budget

- Once a promotional budget has been established, it must be allocated among the various activities comprising the overall promotional program

c. Creating a Message

- Whatever the objective of an advertising campaign, to be successful, the individual ads must get and hold attention of the attended audience, and influence that audience in the desired way

- Surprising, shocking, amusing, and arousing curiosity are all common techniques used to gain attention

- If the ad succeeds in getting the audience’s attention, the advertiser has a few seconds to communicate a message intended to influence beliefs and/or behavior

Developing an Advertising CampaignDeveloping an Advertising Campaign

d. Selecting Media

- The message itself and the choice of media are determined by the nature of the appeal and the intended target audience

- Advertisers need to make decisions at each of three successive levels in selecting the specific advertising medium to use:

- Which type will be used (TV, Direct Mail, Newspapers, Radio, Yellow Pages, Magazines, Out-of-Home Advertising, Interactive Media)?

- Which category of the selected medium will be used?

- Which specific media vehicles will be used?

Developing an Advertising CampaignDeveloping an Advertising Campaign

d. Selecting Media (continued)

Some general factors that influence media choice are:

- Objectives of the ad

- Audience coverage

- Requirements of the message

- Time and location of the buying decision

- Media cost (“cost per thousand”)

e. Evaluating the Advertising Effort

Marketing MixMarketing Mix

Promotional MixPromotional Mix

BRAND IGNORANCE

AWARENESS

KNOWLEDGE

LIKING

PREFERENCE

CONVICTION

PURCHASE

THE HIERARCHY

OF

COMMUNICATION EFFECTS

Communication process Communication process

Shannon’s (1948) Model of the Shannon’s (1948) Model of the communicationcommunication

process.process.

An Interactive Model.An Interactive Model.

An Intermediary Model.An Intermediary Model.

A Transactional Model.A Transactional Model.

A Ecological Model of the CommunicationA Ecological Model of the CommunicationProcessProcess

DAGMARDAGMAR

Defining Advertising Goals Defining Advertising Goals for Measured Advertising for Measured Advertising

ResultsResults

Stages of DAGMARStages of DAGMARAWARENESS

COMPREHENSION

ACTION

CONVICTION