VISHWAKARMA INSTITUTE OF MANAGEMENT

ADVERTISING

PromotionUnit No. 5

Marketing Management

Advertising should be assigned specific objectives: Aid in the introduction of new product to specific

market Help obtain desirable outlets Prepare the way for salespeople by presenting

company, product and features Provide ongoing contact with customers even when

salesperson is not available Help position the brand Get immediate buying action Help buyers confirm their purchase decision

To reach a lot of people quickly- use mass selling

Objectives determine the kinds of advertising needed: Product advertising Institutional advertising

Advertising should vary for adoption process stages

Adoption process

Advertising that might be relevant

Awareness Jingles and slogansClassified adsAnnouncements

Interest Informative or descriptive adsStatus or glamour appealsImage ads

Evaluation and trial

Competitive adsPersuasive copy

Decision TestimonialsPrice deal offers“last-chance” offers“direct action” retail adsPoint of purchase ads

Confirmation Informative “why” adsReminder ads

Product advertising falls into three categories

Pioneering advertising- builds primary demand creation

Competitive advertising- Emphasizes selective demand Direct type- aims for immediate buying action Indirect types- points out product advantages to affect

future buying decisions Comparative advertising

Reminder advertising- reinforces early promotion

Choosing the best medium- how to deliver the message

Specialized mediaSpecify promotion objectivesMatch your market with the mediaSpecialized media help zero in on target

market“must buys” may use available funds

Planning the best message- what is to be communicated

Specify the copy thrust- what the words and illustrations should communicate

Let AIDA help guide message planning

Types of advertising

1. Television advertising2. Infomercials3. Radio advertising4. Online advertising5. Product placements6. Press advertising- newspaper, magazine, etc7. Billboard advertising8. Mobile billboard advertising9. In-store advertising10. Street advertising11. Celebrity branding

Thank you