sg advertising agencies

8/8/2019 SG Advertising Agencies

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ADVERTISINGSPIRAL


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Primary Stages

of the Life-Cycle Model


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Purpose of the

Pioneering Stage To educate consumers about new product

To show people they have a need and that

advertised product can fulfill it To show that a product now exists that is

capable of meeting a need that had been

recognized but previously unfulfilled


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What the ad copy does

Stresses what the product can do, offer or

provide that could not have been done,

offered, or provided by any product before Uses words such as Now you can do this

or New

Emphasizes the generic aspect of the

product category in an attempt to educate

or inform the consumer


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Cost: During the introduction of a new

product, heavy advertising and promotional

expenses are required to create awareness

and acquaint the target with the products

benefits

Advantage: You become the leader with asubstantial head start over others

Disadvantage : You may attract competitors

The trick becomes to hold onto your market

share


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Competitive Stage

The competitive stage is the advertisingstage a product reaches when its generalusefulness is recognized but its superiority

over similar brands has to be establishedin order to gain preference.

In the early competitive stage, the

combined impact of the competitors,creates significant growth for the wholeproduct category.


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The purpose

At this point, the main question

competitors ask is: Which brand should I

buy? To communicate the products position or

differentiate it to the consumer.

The advertising features the differential of

the Product

Most advertising occurs during this stage


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Retentive Stage

The retentive stage is the third advertising

stage of a product.

It is reached when its general usefulness iswidely known, its individual qualities are

thoroughly appreciated, and it is satisfied to

retain its patronage merely on the strength of

its past reputation.


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The purpose

Products reaching maturity and wide-scale

acceptance enter the retentive or reminder

stage of advertising.

When successful brands stop advertising,

people forget about them.

This advertising is usually highly visual or

name advertising, meaning the ad gives

little reason to buy the product


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After the Retentive Stage

A product can be in two stages at once

depending on the audience.

Products can skip stages. A product may be allowed to die or the

market is expanded into a newer

pioneering stage


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The newer pioneering stage

Attempts to get more people to use theproduct through product modification(adding or subtracting ingredients)

May entail a complete overhaul of theproduct

Uses advertising to get consumers to look

at product in new light or shows new waysof using the product and gives reasons forusing it more often


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The newest pioneering stage

The spiral continues.

It focuses on getting more people to use an evennewer product.

Its not easy. It requires the manufacturer todevelop either product innovations or advertisingpositioning strategies that make the productappear different in consumers eyes.

As the spiral goes on, there are usually fewerprospects and a company must becomeproficient at targeting smaller groups of people.


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The Advertising Spiral


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A Typical Life - Cycle Model


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Expanded Advertising Spiral


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ADVERTISINGAGENCIES


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Types

Full service agencies -T

hey provide clients with anexpanded talent pool of communication specialists.Eg.McCann-Erickson (India) Ltd, J WalterThompson.

National, Regional, and Local Agencies - Around theworld, there are national agencies that focus on onecountry's culture and business environment. .

Specialized Niche Agencies. These usually rely onsome unique specialty Eg. Business-to-Business

Agencies.

Freelancers and Consultants In the advertisingbusiness there are also many individuals who work for

themselves. Both sell their services to advertisers and adagencies.

In-House Agencies Some organisations have anagency (or parts of one) inside their marketingdepartment. LlNTAS began as Unilever's house agency

LeverInternational Advertising Services.


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Types

Media Buying Services Another form of agencyspecialization is media buying.

Creative Boutiques and Design Houses -These agencies tend to be small and limit theirinvolvement to the conceptualization andproduction of creative executions.

Ethnic Agencies. specialize by market nichesincluding ethnic groups. For example, African-

Americans, Hispanics, and Asians.

Internet Agencies. companies interested inmarketing and advertising on the Internet.

Market research suppliers - Research may beprovided by a variety of marketing researchsuppliers.


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Four Divisions of a Full-

Service Agency.

Account Management

Creative

Media Planning & Placement

Research


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Accounts Department

1. Director of Account

Management.

2. Account Supervisors (ASs).

3. Account Executives (AEs).

4. Assistant Account Executives(AAEs).


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Creative Department

1. Creative Director (CD).

2. Executive or Group CreativeDirectors (ECDs).

3. Copywriters

4. Art directors.

5. Producers

6. Support personnel

7. Supervisors


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The Media Department

Media Director (MD)

Associate Media Directors

(AMDs).

Media Planners.

Media Buyers. Media Analysts


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The Research Department

Research director

Research project managers Secondary researcher

Primary or field researcher


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Seven Primary Services of a Full-

Service Agency

1. Complete a Market Analysis

2. Develop an Advertising Plan

3. Integrated Marketing Communications(IMC)

4. Prepare a Creative Strategy

5. Create Advertising Executions6. Develop and Implement a Media Plan

7. Handle Billing and Payments


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Strategy and

Campaign planning


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Identify and Analyze the

AdvertisingT

arget. The group of people for which the advertisement

is aimed at

Research and analyze advertising targets toestablish an information base for a campaign.

May direct campaign at only a portion of the

target market

The better the advertisers knowledge about theirtarget--the more effective the campaign.


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Defining Objectives

What the firm hopes to accomplish from the campaign

Should be clear, precise and measurable,

Can help measure the success at the end of thecampaign.

What are the goals of the campaign...to increase

purchases, to generate traffic in the retail store etc. Demand oriented objectives vs. image oriented

objectives

Increase product/brand awareness

Change consumer attitudes... reposition product

Increase customer knowledge of product features


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Creating an Advertising Message

A function of the product's features, usesand benefits.

Different message to different targetmarket

Dependant on objective of the campaign.

Attempts to move the reader through:

Awareness

Interest

Desire

Action


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Creating an Advertising Message

Components of the advert:

Headline

Illustrations

Sub Headline

Body Copy

Signature

Brand name etc


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Developing a Media Plan

Primary goal--reach the highest number ofpeople (within the advertiser's target) perRupeespent.

Achieve the appropriate message reach andfrequency for the target audience while stayingwithin the budget.

Select the different media to be used

Duration, frequency, dates and times of adverts.

Effectiveness of plan determines how manypeople in the advertiser's target will be exposedto the message.


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Executing the Campaign

Requires extensive planning and coordination

with

Advertising Agencies,

research organizations,

media firms,

printers, photographers, and commercial artists etc.

Detailed schedules are needed to insure

everything is accomplished on time.

Review production costs


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Evaluating the effectiveness of

the campaign

Pretests before campaign Use a consumer jury.

Measure the achievement of theobjectives Assessing the effectiveness of the copy

Assessing the effectiveness of the media.

During the campaign, measure no of "inquiries"

Post tests after the campaign.


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Evaluating the effectiveness of

the campaign

Use consumer surveys to measure the change in communication objectives,

change in sales or market share. Use recognition tests to determine the

degree to which consumers recognizeadvertisements.

Recall evaluation, consumers are askedwhat they have seen lately. Aided or unaided.


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sg advertising agencies

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