ppt of advt lecture

7/31/2019 Ppt of Advt Lecture

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Advertising is mass, paid communication, the

ultimate purpose of which is to impart

information, develop attitude and induce action

beneficial to the advertiser (generally the sales

of a product or service).


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The Field Of Advertising

Management Advertising management is heavily focused on the

analysis, planning, control, and decision-makingactivities of the institutionthe advertiser.

The advertiser provides the overall managerialdirections and the financial support for thedevelopment of advertising and the purchase of mediatime and space, even though many institutions areinvolved in the process.

The development of advertising plan or program forthe advertiser is the focal point of the activity.


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In case of an organization offering differentrange of products the separate plans or

program are developed or made for each. The resulting advertisement or communication

is placed several times in or aired and the

schedule, which is prepared, is referred to asadvertising campaign.

The development and management of anadvertising campaign associated with the

advertisers brand, product or service is thus amajor point of advertising management.


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The Advertiser The advertiser is the core institution of the

field of advertising and the expenditure of theadvertiser provides the basis of estimates of

the size of advertising industry. An advertiser uses the facilitating institutions

such as -Advertising Agency, Media, andResearch Suppliers.

Small and large-scale advertisers aredistinguished according the degree to whichthey use the facilitating institutions.


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The typical large national advertiser will have

more than one advertising under contract and

will buy numerous types of research services

as well as conduct research on their own

whereas the small-scale advertisers due to thebudgetary constraints use only few of the

facilitating institutions.


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The advertisers whose spends are high arefrom categories like retail, automotive,

business and consumer services,entertainment, foods, cosmetics, toiletriesdrugs.

In case of the FMCG products the BrandManager who is responsible for managing allmarketing related aspects of the brand handlesthe advertising.

Since consumer products acre bought byvirtually every household, most of the therebudgets are spent on television advertising.


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In contrast the manufacturer of durable goods

will be more inclined towards print mediabecause the durable product is more complex

and requires more detailed copy.

Print media is also more used by the retailadvertisers.


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Nonprofit organizations such as NGO,

schools are using local media.

Business firms must identify the groups they

serve, determine their needs, and developproducts and services to satisfy those needs

and communicate them with their

constituencies.


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What does Advertising

Do?


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Basically advertising does FIVE core things -

Advertising COMMUNICATES

Advertising is PART OF A WIDERMARKETING PROCESS

Advertising SELLS

Advertising BRANDS Advertising PROTECTS


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Advertising COMMUNICATES

All adverts try to SAY something to the consumer

about the product or service they are advertising.

They contain a message, through which the advertiser

hopes to positively influence our thinking in favour oftheir brand. When it come time to consider buying a

product or service of that type, it is hoped, then the

message contained in the advertising will predispose

us to look favorably upon that particular product or

service over the others which might be available.


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Advertising is PART OF A WIDER

MARKETING PROCESS

Advertising on its own doesn't usually have the

power to totally influence our decision to buy

something.

Other factors, such as price and availability,

also exert an important influence, so

advertising has to work alongside the other

elements of MARKETING in an 'integrated'way to communicate effectively with the

consumer.


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Advertising BRANDS

A 'brand' originally referred to a distinguishing mark of somekind, placed on objects, animals (or in some cases people) tosignify ownership or status. In advertising, 'branding' refers tothe creation of a special set of qualities for the product or

service, a brand 'identity', which consumers can recognize andidentify with, and which will SEPARATE orDIFFERENTIATE the product or service from competitors.

Most advertising campaigns try to create such an identity fortheir clients because a powerful brand is a highly persuasive

combination of RATIONAL and EMOTIONAL attributes. If abrand works, it means people will remember it, trust it andprefer it to competitors even though it may be more expensive,or harder to get.


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Advertising PROTECTS

A successful advertising campaign not only sells

products, it also DEFENDS the position of the client

in the marketplace against competitors. Money spent

on advertising, therefore doesn't just result in a short-term gain in sales for the client which will fall away

once the campaign's immediate effects die off.

It also BUILDS BRAND EQUITY, which is the

word used for the longer-term effect good advertisinghas in predisposing consumers to look favorably on

one product rather than another.


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Facilitating Institutions Advertisers use some form of media to accomplish

the organizational objectives, where some mediaexpenditure is involved, the advertiser will also usethe services of advertising agency, and one or moreresearch supplier.

These three types institutions make up the primaryfacilitating institutions of advertising management.The advertising agency is a link between theadvertiser and media. A major role of the advertisingagency is to purchase the media time and space.

The research inputs are vital to the process ofadvertising based on which the major decisions aretaken.


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The Advertising Agency

In most of the cases the advertising agency makes thecreative and media decisions .It also offers supportivemarket research and sometimes involved in marketingplan.

The basic compensation for most of the agencies is afixed percentage of 15%, which they receive frommedia in which advertisement is placed.

Many companies now also link the compensation to

the campaign performance, paying the agency abonus if the campaign exceeds agreed uponcommunication goals.


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Agency Organization

An agency employs three different types of people in additionto those handling administration.

The first is the creative services group that includescopywriters, artists, and people associated with advertisingproduction. They develop the advertising campaign, preparethe theme, and create the actual advertisements.

The second group includes the people from marketingservices whose responsibility includes media and marketresearch. This group contains technical experts who directmarket research efforts and the operation researchers whodevelop media buying models.


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The final group includes client services group,

which includes account executives. An

account executive is responsible for contact

with client.

As the advertising campaign is developed, the

account executive obtains advice and decisions

from the client, as they are needed.

Over a period, several agencies have

embraced other organizational innovationscalled Account Planning.


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An Account planner is a specialist inconsumer attitudes and motivations who relies

on qualitative in-depth research and who

works with account and creative teams inensuring that the is built with a deep and

through understanding of consumers point of

view.


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An advertising agency that offers full spectrum of

services includes market research, introduction plans,

creative services, media planning and purchase is

termed as full service agency.

Recently the alternatives to the full service agencies

have appeared for large advertisers. This involves replacement of large agency with

smaller specialized organizations. It is stimulated by

the development of organizations that specialize in

media planning and purchases and others that

provides only creative servicesthe creative

boutiques.


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The perceived need to make advertising and

media investments work harderby

negotiating bigger media discounts by

consolidating media buying and by usingsmaller agencies that are sometimes perceived

to be more creative than larger oneshave led

to these developments.


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The Media The media includes various media vehicles such as

print, television, direct mail, out door, radio, andinternet. The largest media category includes print.The second largest category includes television. Thethird largest category includes direct mail.

Direct mail is a medium that has recently increased itsshare in advertising expenditure.

A business paper includes trade magazines used bythe industrial advertisers and others who target theiradvertising to non-consumer audience.

Radio has gained importance in advertisingexpenditure recently due to the emergence of FMradio


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Television attracted advertisers as an advertisingmedium because it provides opportunity forpresenting live demonstrations to large audience.

The installations of fiber -optic cable to householdthroughout the country and many parts of worldpromises to speed the development of so-calledinformation highway with many important

implications for the media industry. Various types of sales promotions can also be

considered by the advertiser and represents yetanother kind of media.

It includes focus on premiums, promotions, contest,coupons, sampling, and price-offs, and cash refunds,pointofpurchase.


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Research Suppliers The final type in facilitating institution is made up of

companies that supply research services to

advertisers, advertising agencies, and the media.

The advertising researchers developed methods forassessing the effectiveness of advertising.

They provide wide variety of services to advertisers

which ranges from consumer surveys copy testing,

audience measurement and many others.


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The Audit Bureau of Circulation (ABC) - providesthe authenticity in terms of circulation of newspapersand magazines.

National Readership Survey (NRS.) and IndianReadership Survey (IRS)

Provides insight in readership of newspapers and

magazines. It also gives insight in terms of readershiphobbits of people.

Television Audience Measurement (TAM)-Provides insight in view ship habits of people.

Market Research is a significant industry in thecountry and it is the source of much information usedin advertising management.


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Advertising as Communication:

MediumSender Receiver


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Communication is the process of transferring

the information; meaning and understanding

from sender to receiver.

Carrying out that process convincingly and

proficiently is an absolute essential for anorganization.


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Marketing Communication

Marketing communication is a collective term for allthe various types of planned messages used to buildbrand such as advertising , public relation, salespromotions, direct marketing, personal selling,

packaging, events, sponsorships, and customerservices.

Marketing communications have little value withoutmedia, the vehicles through which marketingcommunications messages are carried to largeaudience


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Building brands is the overall objectives of all

marketing communication as well as all marketing

activities. Building brand is the same as building business.

Marketing communication with the help of media

help to build a brand by connecting company withcustomers.

Brand messages also add value to a brand for both

customer and company. Customer gain value by

learning about what brand can do for them or whatbrand offers and where it can be purchased as well as

answers to specific questions.


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Several options which are present in marketing

communication , such as advertising, sales

promotions, personal selling, publicity, directmarketing, public relations ,makes working in

the field of marketing communication exciting.

Each of these tools have functional expertiseand significantly impact the brand.

It is one of the most important strategic

decisions that marketer must take is what mixof marketing communication function and

media would be best for their brands.


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A marketing communication mix is the

selection of marketing communicationfunctions used at a given time as a part of a

marketing program.

Apart from selecting the mix, marketer mustalso decide to what extent each function will

be used


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Advertising Advertising has evolved as a tool of marketing

communications. It is an art as well as science.

Competition, growing marketing expenses, productfailures, liberalization, globalization, and emergence

of new electronic media has given an impetusadvertising activity.

To reach masses advertising has to buy space or timein one or more media of mass communication such asradio, television, and news papers/magazines.

Advertising not only draws attention of audience butalso creates brand awareness.


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Advertising serves three purposes

To recruit new customers,

To increase the use of goods or service amongexisting customers, and

To help potential customers choose among the

brands. These three motives can be merged in to a single

purpose market share , or to convince the customer to

choose one brand over another and retain him for

life.

It deals with capturing human feelings and emotions

which makes it one of the most challenging job.


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Advertising is the most visible marketing tool,

which seeks to transmit an effective message

from the marketer to a group of individuals.

The marketer pays for sponsoring the

advertising action. It is a non- personal

presentation and it is directed at a massaudience.

In the process of communication, an advertiser

is the source who transmit the message whichpasses through


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An appropriate medium like press, TV, radio, or

Internet. The message is decoded meaningfully. This

message is received by the target audience for whomthe product / service is meant.

The main purpose of advertising is to make the target

audience favorably inclined towards the product or

service.

This makes advertising a marketing communication.

It passes the information about the product. /service

in such a way about the same that it interest is createdin the mind of prospective customer


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Definition of Advertising

Advertising is the non-personal

communication of information usually

paid for and usually persuasive innature about product, service, or ideas

by an identified sponsorer through

various mediums.


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Process of Advertising The process of communication begins when sender transmits

the message to receiver and result of this process is theunderstanding of a message. This message is transmittedthrough media or certain channels.

The response to the message is measured by receiving thefeedback from the recipient of the communication.

The communication sometimes fails to accomplish itspurpose creation of an appropriate response orunderstanding when the message is distorted by noise

elements.


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PROCESS OF ADVERTISING

ENCODETHE

MESSAGE

ENCODE THEMESSAGE IN

MEDIA

DECODINGOF THE

MESSAGE

RECEIVERSENDER

FEEDBACK RESPONSE

NOISE

DISTORTION


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The sender is the source of the message. It puts

the message in symbolic form; it may be letter

or advertising copy. This is called encoding .

The message is carried by the media may be

television or newspapers; the message is

received by the receiver who shows aparticular response which is communicated

back to the sender.

Integrated Marketing


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Integrated Marketing

Communications (IMC) Integrated marketing communication is aprocess of planning, executing, and monitoring

the brand messages that creates customer

relationships.

It is about synergy and creativity ,integration

and communication.


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BrandMessage

Evaluating &

Planning

One and Two Way

Customer BrandExperience

Strong BrandRelationship

Weak BrandRelationship


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Modern marketing is the management of four

Ps product, price, place or distribution

channels, and promotions.

The entire marketing process has large

contents of communication for eg. , The

product communicates a distinctive image

such as youthfulness, glamour, or prestige.

The brand name communicates physical and

psychological attributes of the product eg.Dream flower talc.


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The package communicates to the customerwhat the manufacturer thinks of his

convenience and sense of beauty. The price communicates the quality of the

product.

Each element of the marketing mix eitherhelps or hinders communication and ultimatelythe sales effort.

Thus marketing communication is a broader

term than promotional strategy.


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Integration is combining of separate parts intounified whole.

The outcome of integration is synergy, whichis interaction of individual parts in a way thatmakes the integrated whole greater than sumof its parts.

When brand message reinforce each othersynergy is produced.

When message s are different they can be

confusing and actually distract from a coherentimpression of a brand not produce synergy.

I t ti d t i l h th t


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Integration needs to occur in al where the customercomes in contact with a brand such as customerservice and product performance.

Otherwise the marketing communication is waste inspite of its consistency.

Integrated marketing communication is an ongoingcommunication process that spins off brand

relationships, which when strong produce brandequity, sales, and profits.

Organizations constantly evaluate the impact of brandmessage on customer attitudes and responses and

adjust their marketing plans accordingly. Planning provides direction for creating and

delivering brand messages.


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The media delivers as well as provide the ways for

customers and prospects to initiate send message tothe company.

As customer receives brand message and respond to a

company by buying its products, asking questions and

so on, brand experience is created.

Each brand experience either strengthens or weakens

the brand relationships.

Strengthened brand relationships results in increasedsales and profits, enhancing brand equity.


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Marketing mix.

Promotional mix consist of four tools such as

Advertising,

Sales promotions,

Publicity, Personal Selling,

Public Relations


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The Process of IMC The marketing department of an organization who act

as a sender, sends message which is encoded in theform of advertising copy, publicity material, salespromotional displays,

The media for delivering the message may be print,electronic media, or a sales presentation. Thedecoding involves customer interpretation of themessage.

This challenging aspect of the process as customermay not always interpret the message, as the senderwants them to interpret.

Thi h d t th i tt h d t


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This may happen due to the meanings attached tovarious words and symbols may differ.

Depending upon the frame of reference and the field

of experience between the sender and receiver. The overlapping of field experience and frame of

reference makes the process of communicationpossible.

In absence of overlap the communication is waste orbad.

The response to the, message can be judged byundertaking market research study or by analyzingthe sales report.


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The noise element is the competitor

promotional messages.

The errors in the communications canreduced by understanding the market,

the needs and attitudes of potential

customers.

STRATEGIES TO MOVE US FROM WHERE WE ARE TO WHERE WE WOULD LIKE TO BE


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STRATEGIC BUSINESS PLAN

MARKETING PLAN

COMMUNICATION OR PROMOTIONAL PLAN

ADVERTISING

REVIEW&

EVALUATE

PROGRAMMES&

BUDGET

SALESPROMOTIONS

PR &PUBLICITY

DIRECTMARKETING

PERSONALSELLINGT

OBJECTIVES TO REALISE THESE STRATEGIES

OBJECTIVES OF EACH ACTIVITY

DETAILED PLANS & BUDGET ALLOCATION

RESULTS MEASURED & COMPARED

COMMUNICATION PLANNING


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Communications Plan Organizations treat advertising, public

relations, publicity, and sales promotions and

direct marketing as separate activities.

Strategic business plan is the starting point of

the communication plan this strategic plan

generates strategic marketing plan.


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Strategic Business Plan:

Strategies designed /crafted to move fromwhere organization is to the place where an

organization wishes to be in future.

Marketing Plan: Objectives that set in strategic business plan

are required to be realized in this step.

Communication Plan: Objectives to be fulfilled in each activity.


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Budget: Details of each activity plan are studied and budgets

are allotted.Push v/s Pull Strategies:

The promotional strategies are directed at eitherdealers or customers.

Pull Strategy: In this case, the activities like advertising, sales

promotions are directed towards end user to create a

demand for the product. The customer is motivated toapproach a retailer asking about the availability ofproduct.


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Push Strategy

Manufacturer Wholesaler Retailer End Consumer


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Push Strategy

In this strategy, the product is pushed through the

channel instead of pull. Push strategy directs effortstowards the channel partners. Such promotional

efforts could be personal selling, dealer promotions,

and advertising.

The manufacturer pushes the product to wholesaler;

in turn this wholesaler pushes the product to the

retailers.

This retailer promotes the product to the endcustomer. Many industrial; products and ready-made

garments are promoted by the push method.

Promotional Tools and Consumer


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Promotional Tools and Consumer

Response

The consumer passes through the stage called AIDA before hemakes the buying decision. AIDA stages are as follows,

Attention

To get attention of the consumer or to create an awarenessabout the product./ service .

Interest-

To arouse the interest in the mind of consumer about theproduct and build it.

Desire

To create the desire for the product. Action-

To motivate the customer to buy the product.

AIDA Hierarchy


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AIDA Hierarchyof Effects

Cognitive Awareness Awareness

Affective Interest Knowledge

Desire Liking

Preference Behavioral Action Conviction

Customer Satisfaction Purchase

Satisfaction level


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The thrill and challenge in advertising is in

informing and persuading the consumers about

the benefits of the brand and in meeting theirneeds and aspirations to make the brand a

more meaningful part of their life.

The success and reward is in ensuring thegrowth and prosperity of the brand and in its

being recognized, valued and bought by the

consumers.


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From the perspective of the receiver,

advertising not only provides him or her with

the information necessary to undertake theselection process but also helps to satisfy some

basic and relevant needs of the receiver.

Advertising also provides the receiver with thechoice. It gives him or her an opportunity to

choose the most suitable or the fittest products.

The consumer has the option to choose thatwill satisfy his or her needs the best.

M k ti h i l d f


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Marketing approach is a more evolved formof selling. It is more sustainable form ofselling driven by customers needs and aims fora win-win outcome.

In contrast to the selling approach, whichtakes the product as given and look for

customers to sell it to, the marketing approachtakes customer needs as given and looksproducts to plug them. Need satisfaction or thefulfillment is the central to marketing., but notnecessarily selling .


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From a marketing perspective, if an Eskimo

has no real need for a refrigerator he or she

should not be sold. Instead, products that

Eskimo might need should be developed.

Marketing is customer driven and relationship

oriented; in contrast to selling is productdriven and deal oriented, the two stands for

different mindset.


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The Selling Mindset is one of the hit and run,

of shooting in dark. It is one that believes that

you keep finding newer targets every time. It is

not worried about leaving behind the annoyedand unsatisfied ones


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The genesis of advertising lies between

journey form selling approaches to marketing

approach.

Advertising plays a crucial role in marketing

approach by persuading customers to buy a

product through need satisfaction and build a

mutually beneficial relationship with them,

hereby reducing the emphasis on having to

sell.

D i i h f i i d


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Due to increase in the of competition, productparity, and consumer choice there is

transformation from sellers one to buyersone. This forces a company to look beyond theproduct driven selling approach.

They need to evolve their products and selling

efforts to influence consumer choice in theirfavor They need to adapt and innovate ratherthan being relevant to customer since they

need to survive. Hence marketing approachbecomes the mantra for growth and longitivity.


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In marketing world , the individuals and

companies are facing competition in selling

their products to the customer , gradually learn

to adapt and innovate their products and theirefforts to create a distinct superiority or

completive advantage in getting access to their

customers.


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The Marketing Mantra of being more relevantto the consumers rather than competing

products has become the new pitch for asuccess.

It require a company to not only to

understand their consumer better but also bemore prepare and consistent in their marketingapproach.

This requires a planned marketing approach

for in the end analysis plans by themselvesmean nothing planning is everything.

The Marketing Planning


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The Marketing Planning

Process: The starting point of any marketing planning

process is extensive

Market Situation Analysis, the first thing

being to research and understand theconsumers from the product category

perspective. Following questions are answered

un this process.


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Who are they?

Where and hoe do they live?

What are their needs?

How do they decide and purchase the

products?

How do they use the products?


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This unique SWOT analysis for product and

company outlines and guides you in defining

the Marketing Problem, What challenges

needs to be met?, What needs to be tackled? It is extremely important to define the

Marketing Problem correctly and properly

since the solution will depend on how theproblem is defined.

The solution to the problem will depend on


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The solution to the problem will depend on

how the marketing problem has been defined.

The solution achieved is defined as MarketingObjectives that needs to be achieved to solve

the problem it is then translated in to specific

marketing tasks that are required to undertake

to fulfill the defined marketing Clearly

defined objectives and tasks gives purpose and

direction to marketing process that follows.


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Th fi t t i l d fi i T t


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The first step involves defining TargetSegments.

Who are they? , Where they live?

What they need?

How will you get them? Market share objectives often guides in

deciding target segments. Marketer needs to

concentrate on those segments that haveenough market potential to, make you achieveyour market share goals


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i d d h d h i i


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Attitude towards the product (enthusiastic,positive, indifferent, hostile)

Loyalty status (switcher, shifting loyal, softloyal, hardcore loyal)

Product benefit sought (economy,convenience,

performance) After selecting a target segment, the marketer

must decide how to reach and serve thissegment effectively. It is not possible or

feasible to concentrate on entire segment.

Eg Pepsi.


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Targeting Strategies:

Un differentiated Targeting-One homogenous target

group, mass audience. Eg.. Coke, Tata salt, Iodex,Saridon.

Differentiated Targeting- Multiple target groups.

Eg. Sony, Maruti, Toyota, Lux, Clinic shampoo,Hyundai, Samsung, LG, Nike, Reebok.

Niche Targeting-One focused small target group.

Eg. Rolex, Rolls Royce, Omega, Ferrari, Armani.

P d t tt ib t B fit A h I


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Product attribute or Benefit Approach: In

this case, the brands are positioned on the basis

of distinctive attritrbute or benefits offered incomparison with others in the category. The

chosen attribute or benefit is based on the

needs, expectation of significant numbers ofindividuals from the category.

Eg. Maruti 800- economy. Volvo-safety,

Toyota-reliability, BMW-performance.Indica- value for money.


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User Approach A personality based approach


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User Approach-A personality based approach

where a users image or association rubs off on

the brand image. Many times the lifestylebrands use this approach. The user may be a

celebrity, an expert, or any ordinary user. Most

of the cosmetic brand use this approach toposition their brands. Marlboro is the classic

example, Thums-up for grown up by using an

adventurous manAkshay Kumar


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Competitor Approach-Usually comparativepositioning is taken against some specific

brands in the category. For example, BurgerKing took No. 2 position against Mc Donald.

Whatever may be the approach the basic steps

and logic remains same. Based on theconsumer needs that the category fulfills andthe position that competing brands alreadyoccupy in the minds of consumer; marketer

must look for the gap that brand can uniquelyand relevantly occupy.

After finalizing the marketing strategy the marketer


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After finalizing the marketing strategy the marketer

decides how and in what form marketer will deliver

this distinct brand position to your target audience ,

this is nothing but the outlining the Marketing mix.

This essentially means defining, what will be the

Product ie what ingredients, size, features, packaging

and many more. What Price it will be sold for, hoeand where it will be distributed or made available to

consumers, Place, how you will Promote the

product among the target segments. ie what kind of

advertising, publicity, direct marketing efforts andmany more.


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The role of various elements of marketing mix is


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The role of various elements of marketing mix is

complementary and not supplementary. If the key

role of the advertising is to convert a distinct need into a distinct consumer want and outline the contours

of brand images and identify, then the role of the

other elements to tap that consumer want and convert

in to a purchase. In other words, if the role of advertising is to promise

the brand experience and create consumer

expectations, then role of other marketing elements is

to that brand promise and experience.


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When all the elements of the marketing mixare in synergy that the true potential of

advertising can be harnessed for brand. Only

then a mutually beneficial relationship can bedeveloped with the customers. Only then can

marketing effort succeed. An advertising

success has no meaning unless it istranslated into marketing success.

The Brand Perspective:


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The Brand Perspective:

Brands rule the world of marketing today

because they rule the world of consumers.

They have not only changed the way consumer

shop and buy, but also have profound effect on

their life. We do not drive cars but we drive our Maruti,

Toyota, and Honda. `

We do not wear shirts or jeans but we wearArrow, Wrangler, and Levis.


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We as a consumer not only show clearpreference for brands in any product category

but also demand by the name when we shop.

What makes own brands and not products?What makes us possessive about brands? The

answer to this question will answer our main

question about brand preference as well.

Drinkers


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Smokers

Women clothing

Social drinker

Drinks for social

acceptance

Reparative drinker

Sees drink as

a reward or to celebrate

Oceanic drinker

Drink to escape orNon-achievement

Indulgent drinker

Drinks to express

frustration

Casual smokerSmokes

occasionally

for fun

Careful smoker

Habitual but conscious

Defiant smoker

Addicted &

chain smoker

Manly women

Wears unisex cloths ,

power dressing

Fashionable women

Dresses up to look attractive

Happening & stand off

Plain women

Functional feminine

Clothing She is

comfortable


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We select brands either consciously or sub consciously. We show the same behaviour

sequence and pattern of introduction to

identification, to preference, to relationship, toownership, and to loyalty for brand as well.


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A successful brand often transcends their


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physical existence take on a life and build

relationship with their consumers. The positive experience, values, and

associations that consumers perceive the

brands bring to them leads to fulfillment oftheir expectations.

The feeling of fulfillment becomes the reason

for the success of the brand, and the basis for

the relationship/

Competing Brands


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Competing Brands

Making of successful brands requires long

time and huge investments of marketingmonies and efforts, together with sincereconsumer driven approach, to reach wherethey have build trust with their consumersStrong sustainable brands with loyalties do nothappen, nor are created overnight.

They have to be built block by block and

evolve only over a fairly long period of time,often decades. There are no short cuts.

Building brands is like running a marathon. It


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requires huge business sense to invest in brandbuilding. Strong reputed brands have lasting bonds

with their consumers. It is very difficult to break theirbrand loyalty.

The loyalty of consumers raises the entry barriers forthe competitors and enables the company to enjoy

benefits like premium pricing, and sustained marketshare over longer period of time.

All these put together results in the brand being ableto leverage its equity with the consumers and reap

long-term profits for the company.


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The meaningful role comes from the brands

promise to satisfy the desired functional aswell as emotional needs of a consumer from a

product category.

When the brands succeed in doing so it

creates onetoone identification between the

brand and the consumer.

Product +Utility + Image = Brand


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Brand not only outlines what it provides but also who


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it is. Since the brand brings in an emotional

involvement with the consumer, it is relationship

oriented.

Brands exist in the minds of consumer. As the

consumer starts interacting and identifying with the

brands , the brand ownership shifts to the consumers.From this point the brand experience gets defined

more by the consumers perception of the brand and

not by the manufacturer.

People are increasingly differentiating brands bytheir images, personalities, and quality perceptions.

The identification that consumers have with


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The identification that consumers have with

brands is not related to the brand name or the

word itself, but with the meaning, it carries intheir minds.

Whether a brand name has meaning or not,

what definitely seemed to have helped moreoften than not, is having a short catchy brand

name.

They stick in the mind and more importantlyare easier to say, remember, and recall.

How Brands are differentf d ?


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ProductGeneric

Easy to copy

FunctionalConcrete, RationalTransactionorientedDescribes what

BrandUnique, DistinctCant be copied

Emotional, FunctionalConceptual,PerceivedRelationship OrientedDescribes what &who

from product?

GUIDING PRINCIPLES FOR BUILDING &SUSTAINING STRONG BRANDS


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SUSTAINING STRONG BRANDS

WITHSTANDTHE

TEST OF TIMEEVOLVE

BECONSISTENT

ENDURE

BEREFRESHINGLY

DIFFERENT

ASDVERTISE

BETHE

BENCHMARK

QUALITY

BERELATIVELYDIFFERENT

UNIQUE

OWN ASWORD

FOCUS

OWNTHE

CATEGORYU

STRONGBRAND

It takes lot to build a strong brand


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It takes lot to build a strong brand

What made strong brands survive so long and keepgoing, while some others could not?

A significant part of difference came from attitude.Their attitude has shown greater sincerity in their

consumer driven approach to build loyalty and trust.It is their attitude

that did not take consumer loyalty for granted. Thebrands kept evolving constantly and consistently to

remain relevant to their consumer needs and providethem value.


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Advertising Perspective


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In todays world advertising is most critical linkbetween the marketer and consumer.

It is through the advertising the marketer reaches the

consumer even before the consumer has seen the

product in the market.

The ability of advertising to transform products into

brands in consumer mind is vital for creating and

sustaining a relationship with them.

Role of Advertising


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Role of Advertising In order to succeed in competitive world, effective

advertising should support the marketing efforts. This makes advertising a double- edged sword and

needs careful handling. An advertising requires goodunderstanding of marketing and branding. The role of

advertising in the marketing plan should be welldefined.

Clarity in knowing what advertising is supposed toachieve and within what marketing and brand

parameters will give a proper direction to the entireadvertising planning and development process.


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In todays world advertising is most critical linkbetween the marketer and consumer.

It is through the advertising the marketer reaches the

consumer even before the consumer has seen the

product in the market.

The ability of advertising to transform products into

brands in consumer mind is vital for creating and

sustaining a relationship with them.


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Advertising Strategy essentially flows out of themarketing strategy


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marketing strategy .

A clear defined target segments in the marketing

strategy will automatically translate into a welldefined target audience for advertising.. Similarly, thepositioning in marketing strategy will translate in to akey message or proposition that the advertising needsto focus on.

Only when it is clearly known that, whom are youtalking, and in what context, you can develop ameaningful advertising strategy of what you aregoing to say and how.

After this, the creative and media aspects are workedout.

The focus of the Creative Strategy is to come


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gy

with advertising idea and campaign that can

inspire and motivate the consumers to identifywith and own a brand.

The focus ofMedia Strategy is to ensure that

advertising is taken topeoples home and livesin the most visible and effective way possible.

It also needs to ensure that in doing so the

advertising monies are used as effectively aspossible.

Other factors might be as critical in a sales conversionor non conversion


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or non-conversion

Availability of the brand, its affordability and pricing,

its quality, dealer support etc., can all make or breaksales despite advertisings effectiveness orineffectiveness.

Even if a consumer goes to shop after seen the

advertisement for a brand, there is no guarantee thathe or she will buy it. What if he or she will find thatshop does not stock that brand, or gets tempted to buysome other brand because it seems cheaper or ofbetter quality, or even worse, because the retailer

convinces him or her to buy another brand as he getsbetter margin on that brand.

The role and effectiveness of advertising is


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g

more in the realm of bringing out the needs

and wants of the consumers to make themdesire the brand.

Its strength lies more in persuading and

motivating consumers to want this brand inestablishing identification between the

consumer and brand, there by creating a

preference for it. It is then the task of other

elements of marketing mix to capitalize on and

covert the brand preference sales.

It makes sense to let advertising focus on doingwhat it does well and not burden it too much with


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what it does well and not burden it too much withsales goals.'

Setting sales goals as the advertising objectiveswould suggest a lazy marketer at work. The reasonfor avoiding sales as advertising objectives is thatadvertising has more of long-term impact on salesrather than an immediate one.

The lead-time between a consumer being exposedto an ad and its conversion to buy is often uncertainand long, more so if the product is high value item.

It just might be that the sales happens immediately

after exposure to the advertising, or it might happenafter a few days, or some times even months later.


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Advertising Impact on Sales


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g p

Advertising affects the sales more in long termrather than in short run. Its impact on sales is

more indirect, through channeling consumer

needs and wants towards brand. Setting a sales goals as advertising objectives

then would be akin expecting every egg laid by

the hen to grow in to a healthy chicken .Howsure can you be of that?

Advertising Goals


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g

The advertising goals should be realistic andmeasurable. Such goals should be within the realm ofadvertising ability to influence and motivateconsumers choice towards brand.

These interim goals should directly lead to brandpreference, which is what advertising is best suited todeliver.

As the brand preference will eventually be translated

in to sales, these interim goals will at least indirectlyalso contribute to the final sales goal.


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Hence creating brand preference lies at the core of


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any objective being set for advertising. It means

trying to persuade and convince the consumer thatonly the said brand can offer the benefits,

identification, and experience to satisfy their relevant

needs and wants.

Hence they should prefer the said brand to the otherbrand and buy it.

Depending on the product categorys life cycle and

brands own position in that category, the advertisinggoals may vary from creating brand awareness to

reinforcing brand relationship.


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Most advertising needs to aim for much more.


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Generating enough and sustainable brand

awareness that will ensure brand recall is anecessary condition for brands to survive, but

it is not sufficient for them to succeed.

To succeed, the advertising also needs to givea reason why the consumer s should consider

buying the brand. In addition, that reason to be

persuasive enough to motivate the consumer to

desire and own the brand.

The persuasion often comes from what the


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brand wants to stand for and mean to the

consumer. It could from the utility or rationalpart of the brand, or from the identity or feelgood part of the brand or combination of both.(Diagram Creating Brand Preference)

When advertising creates persuasion over andabove generating awareness, will it be able tocreate preference for the brand. Persuasion is

the key creative or quantitative task ofadvertising, and awareness the key media orquantitative task of advertising.

CREATING BRAND PREFERENCE


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BRAND ASSOCIATIONSBRAND IDENTITY

ELEMENTS

BRANDCOMPREHENSION

BRAND UTILITY

ELEMENTS

BRAND

AWARENESS PERSUATION

RECALLPREFERENCE

AND/OR

FEELINGS

THINKING

NECESSARYCONDITIONS

SUFFICIENT

CONDITIONS


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Media Perspective: A Tight

Ropewalk

While advertisement is being created, the focus


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shifts to how best we can take it to the people.

Who are the people we need to reach?

How can we reach them?

Where and when can we deliver these ads to

them?

How often do we need to reach them?

What it will cost us to do so?

These are some of the key issues that need to


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be analyzed, understood, and decided upon in

Media Planning. The essential task is todeliver the advertising to the target audience in

a way that is visibly effective and cost

efficient. If creating ads is more of a qualitative task of

advertising, then delivery of these ads through

various media is the quantitative task of

advertising. Media planning is number

crunching game.


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Media Objectives essentially flows out of theadvertising objectives and strategy


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advertising objectives and strategy.

It is a direct function of what advertising is trying to

achieve; is it trying to increase the brand awarenesslevel (getting more audience to see the ad), or tryingto increase brand persuasion level (getting theexisting audience to see more of the ad), or strivingfor combination of both.

Hence depending upon the advertising task , themedia task will either focus on achieving betterspread of the advertising exposure if brandawareness is more critical ,or focus on achieving

better penetration if brand persuasion orreinforcement is more critical .


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The Media Planning Process

Advertising Objectives & StrategyBrand Awareness Brand Persuasion

Budget Audience Profile &Media habits


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Media Objectives

Reach Advertising Exposure Frequency

Media Media Strategy

Media Selection Media Scheduling

Media Operations

Negotiations Buying

Placement & Monitoring

What is Reach?

Th l b f diff d


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The total numbers of different persons exposed

to an ad at least once is Reach. The number of different persons exposed to an

ad at least once among its defined targetaudience is its Effective Reach.

The total number of different persons reachedat least once for entire media schedule is calledits Cumulative Reach.

Reach is always meant to be unduplicated andfor specified period of time.


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Qualitative issues in setting Media


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Qualitative issues in setting Media

Objectives:The qualitative issues in setting media

objectives essentially originate from creative

impact, brand image, and competitive

environment.

ADVERTISINGSTRATEGY


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CREATIVESTRATEGY

CAMPAIGN

EXECUTION

STORY BOARD (TV/FILM)

FORMAT(LOOK&FEEL)

STRUCTURE(PRESENTATION)

SOURCES (CREDIBILTY)

THEMATICTHIS BIG IDEATONE,STYLE

CONSUMER INSIGHTPROPOSITION

APPEALPERSONALITYIMAGE

THE CREATIVE PROCESS

Creative Impact


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The cost efficiency parameters of reach andfrequency do not often take in to account the creativecontent of the ads.

For instance two ads, every thing is same (audience,size, objectives, duration, etc,) the efficiency criteriawill produce plans that will be the same, irrespectiveof difference in quality or creative content of ads.

It is a known fact that more creative and persuasiveads work better and therefore might need lesser

advertising exposure to create brand preference thanads that are less persuasive.


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An ad may work better in a medium that mightotherwise be expensive. For instances an ad campaign

based on emotional appeal, television may be a better

medium of creative expression than print. A cost

efficiency driven plan may underplay television, sinceit is expensive per exposure especially if the audience

is limited. The television, which is better in delivering

more impact, will be ignored by this plan.


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Sometimes a creative work may require largersize or larger duration ads to create the right

impact with the audience.

For example, when a brand is launched, a full-page ads or usually larger size of ads are

created for the impact, a full [page ads or large

size ads are required to create an impact andfeeling to launch or newness.

Sometimes a category leader might want to use


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the size of ads to reinforce its leadership

position in the consumer mind.

Many a times an ad for products like cameras,

or colour televisions, the need is to advertise in

in colour even if it means taking ads in arelatively costly media like magazines.

Here in this case the costefficiency approach

might not be conductive to take such creativeideas in to account.

Brand Image


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If the given brand is a premium brand, then it is obviously itneeds to advertise in in premium media. This is not because apremium media caters to the right audience but also becausebeing seen in those media caters to right audience, the premiumimage of the brand. For example, inflight magazines, premium

location billboards, airport transit, etc. However, highly relevant from the image perspectives these

mediums may not be available in the most costfriendly terms.Hence the costefficiency based plan will again not do justiceto such brand image relevant ideas and compromise on the

effective ness of the campaign.

Competitive Environment


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In categories that are highly competitive, thesheer clutter of advertising and noise levels

might force you to advertise more than what

cost efficiency required. It may mean advertising more frequently or

using bigger size ads, even if they care cost

inefficient, just to be heard.


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Hence, it is critical to consider these qualitative issues

and account for them while setting the media

objectives.

Even though it is extremely important to balance the

reach and frequency equation in a media plan., it isequally important to balance the qualitative and

quantitative aspects as well.

Having both a visibly effective and a cost-efficient

media plan would be the ideal solution.


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The Media Planning Ropewalk


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How many people to reach with what frequency? Atwhat cost? (A quantitative call for efficiency) with

what impact? (A qualitative call for effectiveness)

The ropewalk is tough since thinner the rope, the

tougher the walk.

Thus smaller the available advertising budgets the

tougher it is to maximize the advertising exposure.


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How much money needs to be spent to getdesired advertising exposure?

How much is adequate?

How much is enough?

What is the minimum required?

These are not the easy questions to answer.


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Marketers essentially decide on the Advertising

Budgets as AN PART OF THE MARKETING


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Budgets as AN PART OF THE MARKETING

PLAN. . Following factors are taken into accountbefore setting an Advertising Budget.

The marketing tasks to be achieved. . For example,

more money spent in generating the trial purchase,

once the consumer has used the product and is

satisfied with the use, they would require less

communication to generate repeat purchase.

The advertising tasks. More funds are required to

create brand awareness and brand persuasion than


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create brand awareness and brand persuasion than

only in reinforcing brand relationship where only

remainder advertising may suffice.

The product category lifecycle stage. More money

is needed to spent in the early stage (to establish thebrand and educate the consumers about the product

itself) and growth stage (to establish stronger brand

differentiation due to increased competition ).


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FRAMEWORK TO MAXIMISEADVERTISING EXPOSURE


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MARKETINGOBJECTIVES

ADVERTISINGOBJECTIVES

MEDIAOBJECTIVES

NEW CUSTOMERS EXISTING CUSTOMERS

THE PURCHASEREPEAT PURCHASE

BRAND

AWARENESS

BRAND

REINFORCEMENT

BRAND

PERSUATION

MAXIMISEREACH

OPTIMISEREACH &FREQUENCY

MAXIMISE

FREQUENCY

MAXIMISE ADVERTISING EXPOSURE

The brand life cycle stage the brand.

The launch phase requires heavier spends to


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p q p

create brand awareness and generate enoughtrial to establish the brand.

It is advisable to invest at growth stage of the

brand to build the market share. In maturity

stage with an existing consumers base and a

keen eyes on the profits, the ad spends are

likely to be less.

Degree of product differentiation in the

category. The more similar the products , the


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g y p ,

greater the needs to invest in branddifferentiation through advertising. In this case

higher ad spends are required to achieve the

average results.

Degree of price competition in the category.

The greater the price competition, the higher

the need to invest in and defend brand loyalty.

Computers and peripherals are the goodexamples of these situations.


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Level of competitive advertising. The heavierthe competition in the market the greater is the

choice of brand available to the consumers.

This often leads not just ore advertising butalso to more cutthroat advertising, thereby

requiring deeper pockets Soft drinks, cars and

white goods are good examples categories.


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Brand loyalty among users. The higher theloyalty of users, the fewer brands needs to

spend on persuasion and continuous

reminding. Reinforcement ads from time totime might suffice and sustain sales. Raymond

is a good example of this.


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Importance of retailers. The lesser theretailers support for the brand, the greater the

need to advertise and create the consumer pull

for the brand. If the brand enjoys good push byretailers in the shop; then there are fewer

burdens on advertising. This is possible in the

categories that do not involve self-shopping by

the consumers for example the white goods,

consumer electronics.


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With so many variables to think about ,deciding on ad budgets is as much tight rope

walk for marketers as maximizing ad exposure

is for media planners. To make the job easiermarketers use thumb rule method to arrive at

required Adverting Budgets.

Advertising Budgets Approaches:

Sometimes more than one approach is used to get abetter fix on what should be the appropriate advertising


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better fix on what should be the appropriate advertising

budget.Percentage of sales method:

This is most commonly used method. Companies pegthe advertising budget as a certain percentage of the

projected sales for that year in the marketing plan. The actual percentage may vary depending upon themarket conditions, the companys marketing philosophy,the importance it attaches to advertising in its marketingmix, and the faith it has in the effectiveness of

advertising to make consumer buy brands.

The percentages usually vary from 3to 4 percentages

of projected sales up to 15 percentages so on.


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p j p p g

Pay out plan approach: This method is same aspercentage of sales method but the difference lies in

that the ad budget for the year is a percentage of

projected sales of next year and not of the same year.

This approach treats ad budget as an investment inbuilding future sales rather than as a marketing

expense towards generating current sales


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Category average approach: This is also amethod of variation of percentage of sales

method. The difference is that here the

percentage that is derived is not for thecompany but for the entire product category.

The total sales revenue generated by the entire

category is divided by the total ad spend in the

category to arrive at the required figure.


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After arriving at the average percentage forthe category, the company can use this asbenchmark to arrive at its own ad budget.

Depending upon the market share goals it can

decide to spend more or less, than the industryaverage.

If the goal is to gain market share then it might

have to spend significantly more than theindustry standards.

The need based approach: This approach

works on the principle of whatever it takes.


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p p

This approach first set up its sales goals for theyear, and based on the same, the advertising

goals are derived (awareness, persuasion,

reach, and frequency levels, etc) .

Thereafter whatever the monies are required to

achieve are calculated.

Many times affordability becomes an issue in

the use of this approach.


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What monies are required may not be availablewith the company .Hence after arriving at need

based budget, often the spend levels are

adjusted to match what is affordable. Themedia objectives targets are then accordingly

redefined.

Competitive budgeting approach: This is

more calculated budgeting approach

Here the ad spends are benchmarked against

those of other key competitors in the category.


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y p g y

The spend may be benchmarked againstnearest competitor, or against the cluster of

close competitors, or perhaps even against the

category leader.

To attain the parity or superiority in the share

of voice is the motivation for this approach. In

short to have more advertising exposure.

The underlying assumption is that the more the

advertising exposure, more that brand will be


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adve t s g e posu e, o e t at b a d w be

heard and brands which are heard more aremore bought by the consumers.

The advertising clutter and noise that one gets

to see on TV and newspapers these daysclearly shows that this principle is being

practiced quite commonly and faithfully by

marketers.

This approach tracks the ad spend of thecompetitor and share of voice achieved by


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them in the category by tracking their GRP(Gross Rating Points) achieved by them .

Then based on the market share objectives ,andshare of voice that might seem to be sufficient

to achieve it , the ad budget requirement isworked out.

Affordability and deep pockets to sustain are

the key issues need to be seriously consideredwhile using this approach.


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The one who talk less but with substance all, thetimes are notices and respected but are less visibleand end up becoming nice people.


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and end up becoming nice people.

The one who talk often and talk sense most of thetime. These ones become popular, visibly famous andwanted.

The same is case in brand advertising. As a brand,

you will be heard if you shout more. However, youwill not be able to hold your audience for a long ifwhat you say does not make any sense to them, if it isnot relevant in their lives. Brands that make sense to

them are not only heard but also identified with andpreferred.


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Effectiveness of the advertising. The best brands are the ones who are shouting most,

h k h d i f d i i


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they know that good quantity of advertising support

will give them high visibility at the same time theytake care of their quality of advertising first

Hence before they bombard the consumers with theirads they make sure that what it says to them is

relevant and meaningful. However, these basics are ignored by many brands

and are carried away in flooding consumers withmeaningless advertising.

For example, the soft drinks ads being thrown atconsumers in the name of using hot favoritecelebrities.


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Will it be correct to say that higher the adspends, and therefore higher the share ofvoice will lead to higher market share?


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If a media plan is efficient in maximizing its

ad exposure, and takes care of the creative and

i i i h hi h h d d


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image impact issues, then higher the ad spends

should ensure higher visibility. This would

mean higher share of voice in the category.

The higher share of voice, when combined

with creative, impactful, and meaningful ads

gets top of the mind recall. This would mean

higher share of mind among the consumers of

the category.

The greater share of mind together with the

persuasion power of the advertising creates a


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p p g

preference for the brand that may eventuallylead to higher market share.

If we keep the qualitative impact of advertising

constant, then there is a correlation betweenthe share of voice and share of market for

brand. The greater the share of voice, the

higher is market share.


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The correlation between the advertising share and themarket share provide us with quantitative way of

evaluating Effectiveness of Advertising.

The effectiveness of advertising can be measured as

the ratio of market share of the brand to theadvertising share (share of voice) of the brand. Ratio

of anything over one is good, since the it means that

the advertising rupee is being spent effectively.

By optimizing reach and frequency, gives us a

good measure of efficiency of advertising,


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optimizing share of voice and share of marketgives us good quantitative measure of

effectiveness of advertising.

How much or how frequently should youadvertise to make an impact on peoples mind?

When you are crossing the line and making too

much of noise that can irritate people?

Some believe that 3 to 4 exposure are per person isthe threshold and anything more than that will getwasted.


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The reason for this is that these exposures are enoughto stimulate people and they either would have actedon the ads by then or would have stopped noticingthem.

This does not mean that the ad is exposed 3 to 4times. It is unlikely that all of the target audience seebrand advertising at the same time. Hence, to get totarget of 3 to 4 exposures per person till everyonehas seen the ad that many times would actually

require far more exposures of the ad (may be 8,or 10,or 13or...)

The approach in this case is different, according tothis an advertising clutter exist along

with the confusion of ads and brands , people have to


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with the confusion of ads and brands , people have to

cope with all kinds of other Information overloads situations in their daily lives

(office work, television programs,

news and current events family and other tensions

and so on,,). If all these were not bad Enough, the limitations of human memory (limitedprocessing, selective perceptions, use

of short cuts ,forgetfulness and so on)


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Hence many more exposures are required to take it toa threshold level where the

Message is absorbed and acted upon by the people. If

the product category is such that the product is

bought and used frequently like FMCG products, itbecomes extremely important to constantly remind

consumers at very regular intervals to maintain the

brand momentum.

People in general do not think or dwell upon theads as the ad professional do .Hence when themedia objective is to keep the brand recall on


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media objective is to keep the brand recall on

the top of mind for it to be preferred and bought,it is necessary to aim for high an advertisingexposure as affordable.

Some caution is required to keep an eye onconsumers reaction to avoid slipping in to thenoise slot. The idea is not to let the advertisingfatigue, disinterest, or irritation creep into

consumers mind and affect brand associationnegatively.

Also not to forget that omnipresent law of

diminishing returns applies to advertising


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spends as well. So overspending may notalways add great value to the brand andmay end up creating noise unless there issome new relevant information to convey

to the consumers.

Brand Momentum = Market share X Shareof Mind X Share of Voice

The concept of Brand Momentum can help inunderstanding and determining the real power ofthe brand in dynamic context .not just what istoday (market share) but what is likely to be in


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today (market share) but what is likely to be inthe future.

Companies who spend more in advertising arelikely to build greater brand momentum (even ifthe market share remains the same), and create

more powerful and sustainable brand. When the market share is high , the larger

advertising efforts are required to sustain thebrand momentum. As the market shareincreases, it will take over the burden ofsustaining the brand momentum, therebyreducing the burden on advertising.


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A BRAND WITH A HIGH SHARE BUTDECREASING SHARE OF VOICE(MORE SO WITH A DECREASINGSHARE OF MIND) MEANS DROPPINGBRAND MOMENTUM AND CAUSE OFWORRY FOR THE LONG TERM HEALTHOF THE BRAND.

After deciding the objectives and tasks ofthe media plan, it is time to work out the


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Media Strategy. The focus of mediaobjectives is what to optimize then thefocus of media strategy is to how tooptimize it.

This involves taking strategic decisionswhere and when to advertise to maximizethe ad exposure and impact within the

given budget.


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Media environment is highly fragmented. Thereasons for the Media Fragmentation are notdifferent from the reasons for market


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different from the reasons for marketfragmentation an effort by media marketers toslice the consumer pool to their own competitiveadvantage.

Addition to this is the change in the lifestyle andtechnology leading to more individualistic needs,wants and preference, ultimately leading to morechoice.

Media is a buyer market as any other consumermarket.

Fragmentation has led to a proliferation ofdistinctive media options. This has led toaudience specific channels and programs ontelevision to audience specific newspapers and


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television to audience specific newspapers andmagazines.

This has divide apparently mass andhomogenous audience in to smaller andspecified groups.

Not only the number of channels has increasedbut also specific interest segments have alsoemerged as soap channels news channels,sports channels, film channels, music channelsetc. Similar trends have taken place incase ofnewspapers and magazines.

Media fragmentation has allowed the marketersand media planners to reach specific interestgroups or niche segments more effectively , ithas made reaching the mass audience more


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has made reaching the mass audience more

expensive. A wide choice of media options hasmade audience become more and moreselective in their viewing and reading habits.

Further, even though people might be watching

more television than before, their attention spanfor a particular channel or program has reducedsignificantly.

Channel surfing has become as common andfrequent as blinking eyes. The same is for other

mediums like press, radio, and outdoor, but to alesser extent.


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Media fragmentation has transformed themedia planning from a generic and simplefunction to a specialized one with its ownsets of twists and turns.

It has media planners job complicatedand agonizing. It has made understandingmedia habits of the target audience as

important as understanding their buyinghabits.


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In order to understand the audience fromthe media perspective, it is critical to getvery clear definition of their


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demographic profile. This is essentialbecause of information available or mediahabits of people (viewer ship of television,readership of news papers and magazines

etc) , one primarily based on theirdemographic classification age, name,sex, location, language, social class,

socio-economic class, education level,occupation etc.


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An assessment of the audience profilegives us a clear indication of how many ofthem and how many are reachable by theavailable media.

It helps in quantifying the available andreachable audience through media.

It is the only way to get information on themedia habits of the defined audience.


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From the media planning perspective a goodunderstanding of the psychographic and usergraphic profile of the audience is useful fromthe qualitative angle It helps to fine tune the


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the qualitative angle. It helps to fine tune the

strategic decisions arrived at from thequantitative analysis of the demographicprofile.

While deriving the media strategy ,which is the

next step it is necessary to look at all themedia options , then using the audience profileand their media habits to select the mostrelevant ones Media Selection essentiallyinvolves making decisions on four levels ,viz

MEDIA SELECTION DECISIONS


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MEDIACLASS

MEDIAVEHICLES

MEDIA

SIZE /FORMAT

MEDIASCHEDULE

TV CHANNEL , PROGRAMS60 SECS,30SECS DATE, DAY, TIME, SLOT

PRESSNEWSPAPER, MAGAZINES

FULL PAGE, HALF PAGE, 100CCDOUBLE SPREAD,B/W, COL

DATE, DAY, , POSITION

RADIO CHANNEL , PROGRAMS60 SECS,30SECS

DATE, DAY, TIME, SLOT

OUTDOORBILLBOARD , KIOSK

40*40,60*30

LOCATION,POSITION,DURATION

Key Media Selection Decisions

In the beginning the decision is about what


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In the beginning, the decision is about whatavailable mediums or Media Class are the mostappropriate one to use. The common availablemedia classes are television, newspapers, radio,and outdoor option like billboards, bus shelters,kiosk, tranlites etc. Which ones to use in whichcombination or proportion and what role can orwill each chosen ads play?. The use of eachmedium has its own advantage and dis-

advantage .

Television:

It is most appropriate to use televisionwhen the audience is large, diffused and


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when the audience is large, diffused and

somewhat more homogenous. This is themedium of masses.

It is most appropriate to advertise the

products which require demonstration anddramatization, or when the brand promiseis based on emotions and feelings.

Since it uses sight, sound, and action, ithas a potential for delivering both higherattention and higher retention.

This being the mass medium it has lessgeographic flexibility in reaching the


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audience and therefore large wastageelement. It is relatively expensive mediumto use especially if the audience size is notbig enough. It is often; cluttered with

advertising as well. Ads on television areoften perceived as; intusive as they

frequently disrupt the program of viewers

interest.

Press:

The use of this medium is most appropriatewhen the audience is more heterogeneous.


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This often in the case either when the audiencesize is large but fragmented or differentiated

when they are a relatively small niche segment

.

This medium also works better when theadvertising needs to carry more tactfulinformation or when the brand promise is more

rational, or when product benefits or usage needexplanation.


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Often the print medium is perceived asmore credible and believable than othermediums partly because it has textmedium and therefore is an medium ofintellects, more information and knowledgeled. In comparison with television andradio are seen more as casual and

entertainment media.


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Radio: Radio coverage is often area or cityspecific and provides good geographicalflexibility to reach diverse audience.


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y

It is inexpensive medium to reach people.though the listener base is usually small formost radio stations.

Its retention value is suspect because of its onlyaudio appeal and hence the radio is seen more

as more of reminder medium of advertisingrather than as a lead medium.

Outdoor:

Billboards and kiosks are more city or areaspecific and give the greater geographical


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and give the greatest geographicalflexibility to reach diverse audience

.They provide high repeat exposure

possibility as commuter regularly pass bythem. Again, they are inexpensive andvery appropriate for remote and ruralareas. Outdoor is looked as a reminder

medium rather than lead medium.


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This is because their message retentionvalue is suspect due to the glancing viewby passing audience. With the possibilityof vinyl printing and back illuminatedboxes, the glowing billboards of today areoften seen as image support medium aswell.

Selecting a Media Class: Media habits ofthe target audience and affordability arethe most commonly used quantities criteria


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the most commonly used quantities criteriafor selecting a media class.

The other factors like level of noise, andclutter in a particular media class, its fit

with the product type and advertisingappeal, fit with brand image etc, bring inthe qualitative call.

This may lead to inclusion or exclusion ofa particular media class from the plan.

Depending upon the media budgets, targetaudience reach ability and strategic fit of themedia class with the advertising appeal and


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presentation, one or more media class isselected..

Many times a newspaper or television isselected as the core medium to lead the media

plan. The value addition as support medium mayeither be in terms of reaching more targetaudience that cannot be reached by the leadmedium (expanding reach) or by creating

multiple exposures with the audience that arealready reached by the lead medium( morefrequency).


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ppt of advt lecture

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