AdvertisingManagement

Center for Management Studies

Bangalore

29 December 2007

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Session Take Aways

> What is Advertising and Understanding it

> Where does Advertising fit in the overall Marketing Mix?

> How does Advertising influence Consumers?

> What are the types of media used for Advertising?

> Which are the entities involved in the process of Advertising?

> Where should a line be drawn when it comes to ethics involved in Advertising?

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What is Advertising

>Paid Form of Non-personal presentation & promotion of ideas, goods, or services by an identified sponsor

Kotler

>Paid form of Communication to create a pre-desired influence on mind of the exposed individual

>Advertising is communication to create demand /intention to purchase

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What can be advertised?

>Products - FMCG/Durables/IT/Utility

>Services - Hotels/Transport/IT Consulting

>Events - Brand Summit, Confluence, IT.com

>Place & Property - Prestige, Ansal, ELITA

>Organizations & Institutions - B-schools, Colleges, NIIT, ARENA, CAT Coaching

> Information & Ideas (Intangible) - Painting Auction, Advertising Pitch, Brand Consulting

‘Anything under the sky that carries some utility to the receiver’ can be advertised

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Advertising in Marketing Mix

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Laddering the Consumer

BrandBrandignoranceignorance

AwarenessAwareness

KnowledgeKnowledge

LikingLiking

PreferencePreference

ConvictionConviction

PurchasePurchase Your promotional mix needs to persuade consumers at differ points in the buying process

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Affect Behavior towards purchase

> Inform

Educating the customer.

What is it? Why should you want it?

> Persuade

Product differentiation

Why choose product A over product B?

> Remind - Repeat Purchase

Why did you choose product A in the past?

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‘Hyderabadi’ Ad reminds you of Coke?

‘Bihari Paanch’ Ad reminds you of coke

‘Punjabi kudi’ Ad reminds you of Coke

‘Nepali Shaabji’ Ad reminds you of Coke

‘Japaani Tourist’ Ad reminds you of Coke

‘Bus Guide’ Ad reminds you of Coke

‘Aamir Woman’ Ad reminds you of Coke

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Media used in Advertising

> Television

> Radio

> Print - Newspaper/Magazines

> Internet

> Outdoor - Hoarding, Kiosk, Bus Shelter, Mobile Advertising, Banners, Out of Shop / In Shop POS / Announcements

> One-to-One Direct Mailer / Emailer / Insert / SMS Advertising /

Which is the most effective?

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The Advertising Circle

>CLIENT: Brand Team

>AGENCY: Client Servicing / Creative/ Studio / Services

>MEDIA SPECIALISTS: Planners / Buyers

>MEDIA HOUSE

>RESEARCH AGENCY

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‘Hyderabadi’ Ad reminds you of Coke?

‘Bihari Paanch’ Ad reminds you of coke

‘Punjabi kudi’ Ad reminds you of Coke

‘Nepali Shaabji’ Ad reminds you of Coke

‘Japaani Tourist’ Ad reminds you of Coke

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Ethics in Advertising

>Censorship Board

>Consumer Courts

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Workshop

>If you were to choose only one well-known media for your advertised product, which would it be?

Group 1:- Tractors

Group 2:- Software Consulting Services

Group 3:- Laptops of old Configuration

Group 4:- Farmhouse at Goa