Post on 04-Apr-2018
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Advertising
by:-B. VENKATA PRASAD
Asst. professor,MBA Department,
SSB
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Marketing Communications
Messages and related media used to communicate with amarket.
Advertising
Branding
Direct Marketing Graphic Design
Packaging
Promotions
Publicity Sponsorship
Public Relations
Two Types of Communications
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Marketing Communication
Demand Generation
Positioning PromotionsInformation
Brand Image / Corporate Image
ProductServices
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Corporate Communication
Image Building Public Opinion Company
Marketing Communication
Demand Generation
Positioning PromotionsInformation
Contact Points
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Contact Points and Marketing Communications
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Integrated Marketing
According to American Association;
Planning process designed to assure that all brandcontacts received by a customer or a prospect for a productor service, are relevant to that person and consistent
over time.
There have been many shifts in the advertising and mediaindustry that have caused IMC to develop into a primary
strategy for most advertisers.
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Main shifts
From media advertising to multiple forms of communication(including promotions, product placements, mailers...)
From mass media to more specialized media,
From a manufacturer-dominated market to aretailer-dominated market. BARGAININGPOWER
From general-focus advertising to data-based marketing.
From low accountability to greater accountability of agencies
From traditional compensation to performance-based
compensation.
From limited Internet access to widespread Internet
availability. Communication Planning
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Communication planning 3 W & 1 H
Is the art and science of reaching target audiences using marketing
communication channels.
It is concerned with deciding
Whom to target,
When,
With what message
How
Frequency
Plan Includes
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Communication Plan Includes:
Target audiences
Key messages
A budget
A calendar for message release
BTL, ATL, TTL
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Marketing Communication
Above the Line CommunicationATL
Below the Line Communication
BTL
Through the Line CommunicationTTL
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BTL uses less conventional methods than the usual specific channels ofadvertising to promote products, services, etc.
These may include activities such as direct mail, public relations
and sales promotions.
It is more effectively used to increase sales.
When the targetn group is small and specific
ATL is a type of advertising through mass media such as TV, cinema, radio,print, banners and search engines.
Increase brand awareness.
Useful when larger target audience is to be addressed
TTL refers to an advertising strategy involving both above and below the linecommunications in which one form of advertising points the target to another
form of advertising thereby crossing the 'line'.
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Advertising
Paid form ofnon personal communication about anorganization or its products that is transmitted to a target
audience through a mass/broadcast medium.
While advertising is the event, Advertising Management is thewhole process - a function of marketing.
Starting from market research continuing through advertisingleading to actual sales orachievement of objective.
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Pros
Flexibility allows you to focus on a small, precisely definedsegment (School newspapers) or a mass market
Cost efficient -reach a large number at a low cost per person,allows the message to be repeated, and can improve public
image.
Allows for repeating the message-lets the buyer receive andcompare the messages of various competitors.
Very expressive, allows fordramatization.
Used to build a long term image of a product.
Triggerquick sales, sears advertising a weekend sale.
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Cons
Absolute outlay cost very high, make a national
TV ad. approx Rs.150,000, local ad. Rs.60,000. 30 second spot,
Rarely provides quick feedback, or necessarily any feedback
Less persuasive than personal selling
Audience does not have to pay attention
Indirect feedback (without interactivity)
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Scope and Importance of Advertising
Advertisements are important for:
standardized products
products aimed at large markets
products that have easily communicated features
products low in price
products sold through independent channel membersand/or are new.
Intense Competition
Introducing new Product
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Objectives
- Information Advertising - New product or new uses
- To build primary demand - Explanations or descriptions
- Builds image - Persuasive Ad
- Fight competition - Build demand for your brand
- Buy now - Compare to competition
-Reminder Ads - Mature products
- Keep product on consumers minds
DAGMAR
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Models of Communication
Effective Communication program involvesunderstanding the response process
Communication models aim at explaining the possiblesequence through which advertising may eventuallyAffect the buyers
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Operational
Model
AIDA Hierarchy of
Effects
Innovation
Adoption
Information
Processing
Cognitive Attention Awareness
Knowledge
Awareness Presentation
Attention
Comprehensive
Affective Interest
Desire
Liking
Preference
Conviction
Interest
Evaluation
Yielding
Retention
Conative Action Purchase Trial
Behaviour
Behaviour
Classification .
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Classification of Advertising
(1) by geographical spread
(2) by target group
(3) by type of objective
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National Advertising:
Some manufacturers may think that theirtarget is, the entire country.
They select media with a countryside base.
Generally large, established firms belongto this category.
Hindustan Unilever, Brooke Bond,Larsen & Toubro, Escorts, Pepsi, Coke
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Local Advertising:
Small firms may like to restrict their business toState or regional level.
Some firms first localize their marketing efforts
and once success has been achieved, they spreadout to wider horizons.
Classifieds in Local Dailies, Small companies,Dealers
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Target Group:
It is on the basis of target groups aimed at it can
further be divided into sub category as:
a. Consumer Advertising
b. Industrial Advertising
c. Trade Advertising: Advertisements, which are directed by themanufacturers to the distribution channel members, such as wholesalers orretailers.
d. Professional Adverting: There are certain products forwhich the consumers themselves are not responsible for the buying choice.
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Objective:
Product Advertising: promoting sale of a productor brand
1.Informative
2.Persuasive
3.Reminder
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Existing Customers
Those BuyingOther Brands
Exclusively
Those Notbuying Product
Class
Focus is on increasing the size ofexisting customer base
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Increasing share of requirements
Customers have more than one preferred brand.
DiscountsPromotions
Habits
Choosing on the basis of
Availability
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Public Service Advertising (PSA's): sponsoring acharity event,
PSA's are a way to promote company in a positive light.
Advocacy: Concerned with propagating an idea.
Another form of Public Service Advertising,
Company states the reasons for certain negativeissues Emerged.
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Corporate Image Building: Aditya Birla Group, TATA,
BHEL, Hindustan Unilever
Brand Personality Association: brands developed in termsOf human characteristics.
all the tangible and intangible traits of a brand,
beliefs,
values, prejudices, features, interests,
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Case Discussion
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The Following Data have been collected in 5 samples
Measure CASE
I
CASE
II
CASE
III
CASE
IV
CASE
V
Brand
Awareness
30% 80% 80% 80% 80%
Favorable
Attitude
25 25 45 45 10
Purchased
Brand Once
RepeatPurchases
23
20
23
20
23
20
35
30
35
8
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Segmentation and Positioning through Advertising
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Segmentation Strategy involves :
Development and pursuit of marketing programsdirected towardssubgroups of population thatanOrganisation can serve potentially
An Advertising program can be created to appeal certaintypes of buyers
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In implementing segmented advertising more detailedBreakdown of the market is required
An organisation focuses on style conscious upper class
Selects retail outlets and product lines that willattract members of this group.
It may be useful to further divide this segment
on the basis of age.
Segmentation strategies
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Segmentation Strategies
Concentration Strategy
Focus is on one subgroup and direct marketing planstowards it
Differentiation Strategy
Two or more subgroups are focused and marketing plans
are developed
Developing segmentation strategy
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The objective is to identify a group of consumersThat;
Are not being served well presently by competitorsAnd may try the product; Priori Base
The basis on which the market might be segmented isDetermined before any data is analysed from the marketplace
Are large enough or growing in size; Priori Base
Bases for priori segmentation.
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Bases for priori segmentation
Age Gender Income
Geographical Location Usage
Consumers may seek different benefits from the sameproduct
Depending on the nature of the usage occasion
Brand Loyalty as priori segmentation
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Empirical Segmentation Approach
Consumers differ in the need for which they buy a
product
Buyers tend to place different degrees of importanceon the benefits
Segmentation Strategies based on Attitudes andBenefits
1.Benefit Segmentation
2.Sociable Segmentation
3.Independent Segmentation
Lifestyle or psychographic
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Lifestyle or Psychographics as bases forsegmentation
A persons pattern of interests, opinions and activitiesCombine to represent his or her lifestyle
It includes exploring information concerning attitudes
and personality traits.
Defining a segment empirically is called psychographics
Lifestyle segmentation is useful in categories whereUsers self image is important
Reaching Target Segment
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Reaching Target Segment
Controlled Coverage
Objective is to reach desired segment and to avoidReaching those who are not in the target segments
Customer Self Selection
Advertising program is directed to mass audience of
which target segment may be only a part.
Positioning Strategies
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Positioning Strategies
Positioning involves a decision to stress only certain
Aspects of our brand and not others.
Key idea is that the consumers must have a clear ideaof what the brand stands for.
Positioning is achieved mostly through a brandsMarketing communications.
Strategic objective must be to have segmentation andpositioning strategies that fit together.
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Brand Positioning is the set of associations theconsumer has with the brand, in terms of
Physical Attributes
Lifestyle
Use of occasion
Approaches to positioning strategies
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1.Using Product characteristics or customerbenefits
2.Price-Quality
3.Use or Application
4.Product-User
5.Product Class
6.Cultural Symbol7.Competitor Approach
Determining the positioning strategy
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Determining the positioning strategy
Identify the competitorsDetermine how the competitors are perceived andevaluated
Determine the competitors positions
Analyse the customers
Select the position
Monitor the position
Identifying competitors
Id if i i
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Identifying competitors
Pepsi May define its competitors as;
Other cola drinks
Non-diet soft drinks
All soft drinks
Non alcoholic beverages
All beverages except water
Message Strategy
Advertising Manager needs to make decisions about
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Advertising Manager needs to make decisions aboutThe content of the advertising message, called as
Message Strategy
Message focus should be on communicating
Product Benefits
Developing / Reinforcing Brand Image
Evoking and associating specific feelings and emotions
Making the brand appear fashionable by creating socialand group influences.
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The challenge is to identify which attributes areconsidered in making the brand-choice decision
Which of them are most important in the targetedproduct-market situation.
Success of a positioning strategy is reflected in link
between benefits or images and an overall attitude in themind of customers
Attitude
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Attitude is associated with the notion of liking ordisliking
Attitude is not directly observable and have to beidentified from what people say about and what they do
Attitude is a central concept in the field of socialpsychology
Attitude Structure is made up of three closely
Interrelated components
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Cognitive
Awareness, comprehension, knowledge
Affective
Evaluation, Liking Preferences
ConativeAction Tendencies like trial, or purchase
We buy something because we like it, and we like it
Because we cognitively evaluate its benefits
Types of actions people take
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People develop overall attitudinal liking for aproduct without cognitively evaluating them.
Such Attitudes are purely based on emotions andfeelings rather than some rational evaluation
LOW INVOLVEMENT SITUATIONS
Vice Versa for High Involvement Situations
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Making the Positioning Decision
1. Economic Analysis
Market Segment Size
Penetration Probability
Penetration Probability must indicate
Competitive Weakness to attack
Competitive advantage to exploit
2 Segmentation Commitment
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2. Segmentation Commitment
An overt decision is made to ignore parts of theMarket.
Give Meaningful position through undifferentiation
Deliberately generating a diffuse image
Meaning different things to different people
Positioning through differentiation
VS.
3 If advertising is working stick with it
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3. If advertising is working, stick with it
Brand personality or image is developed over many
years
Consistency is desirous over change in personalityyear after year
4. Dont try to be something which brand is not
5. Consider Symbol
Message Strategy through Attention
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Message Strategy through Attentionand Comprehension
Getting increasingly difficult to gain attention
There are two important prerequisites
Individual must be exposed to message and payattention
Those who pay attention must interpret /comprehend as intended
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Each of the stages discussed as
Attention
Comprehension
Go through a perceptual barrier
Attention InterpretationStimulus Cognition
Perception Process
Active Search
Passive Search
Passive Attention
Simplify
Distort
Organize
Sti l C diti A di C diti
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Stimulus Conditions Audience Conditions
Intensity
SizeMessage
Position
Context
Information Needs
AttitudesValues
Interests
Confidence
Attention can be viewed as information filter
It is an screening mechanism that controls the quantityand nature of information any individual receives
Amid advertising noise it is not easy to create an
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Amid advertising noise it is not easy to create anAdvertisement that gets noticed, processed andEvaluated.
Effectiveness of advertising is reduced;
Higher Level of Clutter
Proximity of advertisements from competing brands
Television advertisers have to cope with much noise inthe form of;
Clutter
Zipping
Zapping
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Zapping: Switching programs during commercial breaks
Zipping: Fast-forwarding through advertisements whenViewing pre-recorded programs.
Clutter: Too many advertisements in related as wellas unrelated product categories.
Combating clutter, zapping and zipping
C b ti Cl tt Z i d Zi i
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Combating Clutter, Zapping and Zipping
Clutter
Higher levels of clutter hurt the performance ofIndividual advertisements
Effects of increased clutter do not affect alladvertisements
Ads placed either at beginning or end are less affected
High involvement advertisements are less affected
Print Media: three dimensional pop-ups, freebies,
etc.
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Zapping
A viewer can turn off the sound or change channel
It is higher in households with Cable TV and withMultiple people at home
Consumers are forced to pay more attention to ads theyAre zapping than those that are not.
One can make commercials that are interesting,Entertaining or pleasurable
Consumers are forced to pay more attention to ads theyAre zapping than those that are not.
Executional elements are equally important
Zi i
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Zipping
Zipping rates are lowest for first commercial inThe first slot and highest for last ones.
Far more difficult to fight zipping than zapping
Combat zipping by developing commercials that use visualElements like; logos or still shots
These will be visible even if viewers are fast-forwarding
Creating Advertisements that attract
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Creating Advertisements that attract
The attention filter operates at various levels of
Efforts and consciousness.
Information is an important stimulus for paying attention
There are 4 motives for attending to informative stimuli
Information of Practical Value
Information that Supports
Information that Stimulates
Information that Interests
P i l V l
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Practical Value
Successful headline format How to.. in context
Of the problem that the consumer is trying to solve
1. Information need depends upon the nature of product
Products that are costly, complex or unknown
Robert Burnkrant applies general theory of motivation
to process information; based on 3 factors
2 E t ( b bilit ) th t i
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2. Expectancy (probability) that processing aparticular ad will lead to relevant informationexposure
3. Value of the source of relevant information / goodnessor badness of the message
This structure provides an approach to determine theextent to which a person might be motivated to processinformation
Information that Supports
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Information that Supports
People have psychological preference for supportive
information
They tend to avoid non-supportive or discrepantinformation
Dissonance Theory predicts that cognitive dissonance,the existence of conflicting cognitive elements isdiscomforting and that people will try to reduce it.
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Information that Stimulates
Based on Salvatore Maddis Variety Theory; novelty,unexpectedness, change, and complexity are pursuedBecause they are inherently satisfying.
Assumption is; people get bored and are motivated toreduce the boredom by seeking stimuli that are unusualor different.
Complexities Theory
Adaptation Level Theory suggests; not only focal
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Adaptation-Level Theory suggests; not only focalStimuli determines perception but also the contextual(background) and residual (past experience)
Advertisements that are sufficiently different from anaudiences adaptation level and expectations will attractattention.
Suggested to use ad elements that are moderatelyinconsistent rather than very consistent or extremelyinconsistent.
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Information that interests
People tend to notice information that is interesting toThem.
They are interested in subjects with which they areinvolved
Approach could be to run an advertisement about thePerson or the persons to whom it is directed.
OR
To present a communication involving topicalissues in which audience is likely to be heavily
involved
Advertising Appeal
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Advertising Appeal
An Advertisement should contain an appeal forcreating human interest so that it catches attention.
Human needs are the basis for appeals
There are two issues that are important for an advertiser
Regarding needs:
The number and nature of basic needs
Intensity of motivated behaviour
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Unsatisfied needs are motivators
Much of the human behaviour is motivated by subconscious and unconscious needs
Several needs operate simultaneously to cause a given
behaviour
We may spend a great deal of time and efforts toSatisfy some of motives or vice versa.
People differ significantly in the efforts they put forthTo achieve what appears to be the same motive.
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Intensity of Motivating Behaviour invokes theconcept of central and peripheral needs.
Central Needs: are closely related to our sense ofSurvival and identity.
Peripheral Needs: are instrumental needs or wants,consisting of preferences one has for alternativemeans of satisfying central needs
Associating Feelings with the Brand
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Previously we talked about logical processing of
information and rational thinking process
Creating feelings that can ultimately influenceattitudes or beliefs is also important consideration.
For example: Pepsi (youngistan commercial),Thumsup (adventure commercials) evoking feeling ofenergy, thrill .
Feelings created get associated with the brand andthereby affect brand attitudes.
Buying Motives
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Buying Motives
Different kinds of motives encourage an individual to
Give attention to certain advertisements and purchaseCertain products.
Achievement: need to perform difficult tasks
Independence: need to be autonomous, have options,be different
Exhibition / Recognition: need to gain public attention,show off or to be held up as exemplary
Affiliation: need for close association withothers
Advertising Appeal
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Rational Appeals: ads based on functional benefits
Emotional Appeals: are designed to stir up certainpositive (happiness) or negative emotions (fear, anxiety)
Moral Appeals: instilling sense of right and wrong.often used in messages to arouse a favourable response
Product Oriented Consumer Oriented
Feeling Advertising is execution focused opposed to
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Feeling Advertising is execution focused opposed tomessage focused.
Such advertisements develop:
EMTIONAL BONDING
BRAND IMAGERY
BRAND PERSONALITY
Feelings are more important in low involvement situations
Advertisements evoke feelings for products that are
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d ert sements e o e fee ngs for products that arelikely to be needed when consumers have a lowlevel of intrinsic interest in the product category or
brand.
This is most likely to happen in the mature stages ofproduct life cycle.
When a product is new and product interest is highconsumers may seek more information.
It is suggested to have feeling oriented advertisementsFor products in mature stage and informative
advertisements in introduction stage in PLC
FCB and Rossiter and Percy Grid
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y
Defines different product categories and motives forwhich consumers purchase a product
How advertisements can be designed to address eachbuying motive.
Product categories can be classified into four categoriesBased on
High Or Low Involvement
Thinking Products or Feeling Products
Motives can be
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Motives can be
Informational or Transformational
Thinking Products could be purchased for severalinformational motives
That have to do with the consumers desire to reducenegative feelings
A product might be purchased for;
Remove a problem
Problem avoidance
Dissatisfaction with a prior
purchase
Feelings Products can be purchased for various
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Feelings Products can be purchased for variousTransformational motives.
That have to do with increasing certain positive feelings
A product might be purchased for;
Sensory Gratification
Sense of achievement
Social Approval Needs
Transformational Advertising
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Way in which feeling-oriented advertising succeeds in
Associating feelings with brands.
Such advertising involves developing associations with the
Brand or the brand use.
So that the experience of using the brand is transformed
Into something related to feelings.
Rossiter Percy Grid
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Informational Transformational
Low Involvement
High Involvement
Negative Motivation Positive Motivation
Trial ExperienceIs sufficient
Search and ConvictionIs required priorTo purchase
Create a feeling oflifestyle identification
Supportive information
Thrown in
High Repetition needed
Convincing and logicalbrand claims
Refutational orComparative formats
Unique and authenticemotional benefits
Frequently repeated
likeable ad
Drama Format
Focus on one or twokey benefits
Use simple problem-
solution format
Requirements for successful Transformational
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qAdvertising
Adequate Budget: heavy repetition to buildAssociation is required
Consistency: thrust of advertisements can not be allowed
To change frequently.
Close Connect the brand with the advertising: connectingUse experience to the brand.
An advertisement attempting to generate anemotional response should be believable andengender empathy
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There are countless numbers of feelings andcombinations of feelings that could potentially beprecipitated by advertising.
Equity Building Advertising
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Equity Building Advertising
Brands have equity because they have:
High Reputation for Perceived Quality
Brand Awareness
Positive Brand Association
Consumers prefer high-equity brands because: they find it easier to interpret whatbenefits the brand offers.
Feel more confident about it
Get more satisfaction by using it
Brand can charge a higher price.
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Brand can charge a higher price.
Command more Loyalty
Run more efficient marketing programs
Brand Image
Attributes + Consequences + Brand Personality
A brand could acquire a personality profile through
Advertising-created association.
Feelings can be associated through advertisements.security, calmness, excitement, happiness etc.
Why are Brand Personality AssociationsI
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Important
Importance to Marketers:
Differentiate from competition
Intense Competition in the same product category
Near Parity in terms of attributes, quality, price etc.
Only difference between brands is often the personalityassociated with them
Brand Personality Association enables the
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organisation to gain market share or charge premiumprice.
While competitors can match product features,price, promotions etc.
They can not duplicate the brand personality; it is done itMay lead to advertising for the original brand.
Long term advantages:
Increase the asset value
Brand Acquires higher sale price
Access to better distribution network
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ccess to better d str but on network
Better shelf space
High consumer awareness and loyalty
Increased repurchases
Economies in terms of marketing expenses and launchingnew brands, categories or extensions
Importance to Consumers
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Self Definition and Symbolic Association
Consumers regard their possessions as part of themselves
Brands encapsulate social meanings (intelligence,sophistication)
Consumers select those brands that have a brandPersonality, which is congruent with their own self-concept
When are Brand Personality Associations More
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Important ?
Self rationale would be stronger in some productCategories than in others.
High Involvement products vs. Low Involvement Products
It matters more when a product is socially visible
Relatively scarce product categories
Certain individuals are also susceptible to brand personalitysymbolisms
People who are more conscious about there public
appearance
Implementing Brand Personality Association
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1.Researching the symbolic associations that
currently exist with the product category andcompetitive brands.
A. Photo Sorts: Consumers are given photographs ofIndividuals and asked to pick those, which they thinkuse particular brand.
Then they are asked to describe the individual
B. Sentence Completion: Ladies like Sunsilk Shampoobecause
2. Deciding which brand personality is going to
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be of greatest value with the target consumersegment.
3. Executing the desired brand personality strategy
Every element of marketing and communication mix
Plays an important role: packaging, pricing, salespromotions, distribution etc.
Key advertising elements that contribute to a
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brands personality are:
Endorser: Personality of the endorser gets transferredTo the brand
Use Imagery: Kind of brand user portrayed in the ad .
Executional Elements: music, visual direction, colourSchemes, typography
Symbols:Nike, Air Deccan
Consistency:
Creative Approach
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Comparative Advertising:
Two or more named or recognizable brands of the sameProduct class are compared and the comparison is made isMade in terms of one or more attributes.
The comparisons can be:
Implicit(Brands implied but not Named) or Explicit(Brand Names)
Verbal or Visual
Claims can be of complete superiority
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Superiority on some attributes or of parity.
Inoculative (immunizing) Advertising:
Companies try to resist attempts by competitors or outsideInfluences to change his or her attitudes.
Companies are involving with defensive marketing.
Refutational (denial) and Supportive Advertising:
Emotional Creative Approaches
Using an Endorser
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Benefits of using Endorsers:
1. Enhance advertisement readership / viewership /listenership.
2. Induce Positive attitude change towards the brand
company.3. Personality characteristics of the endorser can ge
associated with brand personality.
Selecting an Endorser
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A Celebrity: has the publicity of and attention gettingPower.
Large segments of the audience instantly recognize andidentify with the with the famous person.
Goodwill can be transferred to the brand.
Celebrities cost a lot and hard to get.
If they are used for other products they may loosecredibility
They may be overexposed
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An Expert
Best choice when product is technical or consumers needReassurance that the product is right choice and safe toUse.
A satisfied customerTo maximize the naturalness of the situation.
Best choice when it is anticipated that there will be strong
audience identification with the role involved.
Creative Process
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1.Fact finding : Information search, advertisingobjectives
a.Problem Definition: Picking out and pointing the problem
b. Preparation:
2. Idea Finding:
a. Idea Production: tentative ideas
b. Idea Development:
Copywriting
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Some Important guidelines:
Cash in on personal experience
Write with heart
Learn from experience of others
Talk with the manufacturers or service providers
Study the product
Review previous advertisements of the product and that ofthe competitors
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Headlines and visuals should complement each other
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Body copy should be detailed and specific, supportThe headline, readable and interesting.
For Television Copy:
Right mix of visuals or sounds.
Frequent use of visual repetition of brand name, packageAnd key product attributes.
All elements should be well connected and linked to each
other
For Radio Copy:
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Write copy that creates a picture in the mind of theListeners.
Elements used are, sound effects, human voice, humourOr music. Should be well utilised
Short words and short sentences are more effective.For Outdoor Copy:
Message should be communicated in few seconds.
Should be extremely short, simple, strong and distinctive
Layouts
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Involves bringing all the pieces together
Important factors to consider:
Balance: Pleasing distribution
Contrast: different sizes, shapes and densities, coloursto enhance attention value and readability.
Gaze motion: logical sequence
Unity
Media
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Magazines
Internet
Radio
TelevisionWorld Wide Web
Wireless
Outdoor
Newspapers
ConsumersView of Media
Advertising
Media Overview
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Key Media Terms
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Media Planning
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Media Planning = Selection + Scheduling
Factors Influencing Media Planning Decisions
Target Market ProfileLooking at Brand/Product DynamicsThe Creative ExecutionBudget Considerations and Media Deals
The Competitive SituationAvailability and Timing Considerations
The Media-Planning
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gProcess
Involves the process of designing a
scheduling plan that shows howadvertising time and space will
contribute to the achievement of
marketing objectives
The Media-Planning Process
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Overview for the MediaPlanning Process
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Planning Process
Advertising Strategy
Advertising
Objectives
AdvertisingBudget
MessageStrategy
MediaStrategy
Media Strategy
Audience Selection Objective Specification
Media and Vehicle
Media Buying
MarketingStrategy
The Media-Planning Process
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The Media-Planning Process
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4. Buying media
1. Selecting thetarget audience
2. Specifying mediaobjectives
3. Selecting mediacategories andvehicles
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Four major factors
(1) Buying Behaviour
(4) Lifestyle/psychographics
(2) Geographic
(3) Demographic
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Reach
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More people are reached when a
media schedule uses multiple media
The number and diversity of media
vehicles used
By diversifying the day parts
Frequency
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Average number of times an
advertisement reaches the target audience
in a four-week period
Media Scheduling
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Media Scheduling
Reach(% of target audience with opportunity for exposure to
media vehicle(s) or media plan in a given time frame)
+Frequency
(average number of times target is likely to be exposedto the ad in a given time frame)
100%
The Difference betweenR h d F
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Reach and Frequency
Evaluating the Media: Key Terms
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Rating point: the % of a given population groupthat uses a specified media vehicle.
Share: Households/persons using television % ofhomes or people watching TV at a given time.
Audience: number or % of homes or persons usinga media vehicle.
Coverage: Same as reach the % of homes orpersons receiving broadcast signal withinspecified area, or receiving specific magazine ornewspaper.
Circulation: Total number of copies of apublication sold through various forms of
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p gdistribution.
Readers per copy: average number ofpeople who read each issue of publication.
Market Factors/Frequency Levels
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Brand History New High
Brand Share High Low
Brand Loyalty High Low Purchase Cycle Short High
Usage Cycle Short High
Share of Voice High High
Market Factor Type Frequency