Advt Mgmt-1
Transcript of Advt Mgmt-1
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GJSM
A DVERTISING
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Advt. & sales Mgmt.
(MB-904)
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ADVERTISING
A shop wants to attract more customers or clear stocks,so it decides to offer special discounts for a period.It advertises in the daily newspapers to inform the
public of its ¯sale°.
A company brings out a new product which is muchmore economical than the existing ones in its category.If the company cannot advertise the product, it would never be able to enter the market. Any other form of communication would be long drawn out and
uneconomical.
The Government wants corporate, businessmen and salaried people to pay taxes. It advertises innewspapers, radio and television to reach the target audience.
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WHO NEEDS A DVERTISING?
Companies use advertising to:
inform people about their products and services to make their
brand names familiar to the public
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W HO NEEDS A DVERTISI NG?
Companies use advertising to:
to give the company a ¯personality° which sets it apart from the others.
to remind customers about their brands at the
right time and right place
to tell the public about improvements in products
to help their sales force to be more effective
to reinforce customer confidence in his/her purchase
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W H AT IS
A DVERTISI NG?
´ ADVERTISING is the delivery of the most persuasive
product message at the right time,
in the right place, to the right person,at the lowest possible cost
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WHAT REALLY IS ADVERTISING?
Paid form of non-personal communication about an
organization, product, service or idea from an identified
sponsor, using mass media to persuade
or influence an audience
The paid aspect of this definition reflects
the fact that the space or time for an advertising message
must be bought.
The non-personal component means that advertising involves
mass media (eg. TV, radio, magazines, newspapers) that can
transmit a message to large groups of individuals, often at the
same time.
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WHAT REALLY IS ADVERTISING?
The non-personal nature of advertising
means that there is generally no opportunity for
immediate feedback from the message recipient
(except in direct response advertising)
Therefore before the message is sent, the advertiser
must consider how the audience
will interpret and respond to the message
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SO, A DVERTISING IS A COMBIN A TION OF«.
(1) Paid
(2) Non-personal Communication
(3) From An Identified Sponsor
(4) Using Mass Media
(5) To Persuade or Influence
(6) an Audience.
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FUNCTIONS OF A DVERTISING
To identify and differentiate from other offerings
To communicate information about the product
To induce consumers to try new products and to
suggest reuse
To stimulate the distribution of a product
To increase product use
To build value, brand preference, and loyalty
To lower the overall cost of sales
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FIVE PLAYERS OF A DVERTISING
Advertiser
(Client)
Advertising Agency
Media
Organization
Suppliers/
vendors
Target
Audience
Marketing strategy and final approval
Creative and media plan
Audience delivery
Marketing communication specialists,
collateral services
Receivers of marketing communications
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THE K EY PL A YERS
Advertiser(client)
AgencyMedia
Supplier Audience
Uses advertising to sendout a message about itsproducts
Initiates the advertisingeffort by identifying amarketing problem
Approves audience, planand budget
Hires the advertisingagency
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THE K EY PL A YERS
Advertiser
(client)
Agency
Media
Supplier Audience
Has strategic and
creative expertise, media
knowledge, workforce
talent, and negotiatingabilities
y Advertising department
y In-house agency
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THE K EY PL A YERS
Advertiser
(client)
Agency
Media
Supplier Audience
The channels of communication thatcarry the message to theaudience
Are also companies orhuge conglomerates
Mass media advertisingcan be cost effective
because the costs arespread over the largenumber of people the adreaches
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THE K EY PL A YERS
Advertiser
(client)
Agency
Media
Supplier Audience
Assist advertisers,
agencies, and the media
in creating and placing
the ads Vendor services are often
cheaper than those in-
house
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THE K EY PL A YERS
Advertiser
(client)
Agency
Media
Supplier Audience
The desired audience for
the advertising message
Data-gathering
technology improves
accuracy of information
about customers
Advertisers must
recognize the various
target audiences theyare talking to and know
as much about them as
possible
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THE NATURE OF ADVERTISING
Advertising «
y A persuasive message
y Carried by a non-personal
mediumy Paid for by an identified
sponsor.
y One way communication
y Lack of direct feedbacky Supports other
promotional efforts
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THE N A TURE OF A DVERTISING
advertising is distinguished from otherforms of promotion as follows
it has a verbal and/or visual message
the sponsor of the message is identifieddelivery is through recognizable media
there is payment by the advertiser tothe media for carrying the message
advertisers are increasingly being ableto reach specific audiences with tailor-made messages
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