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Copyright 2006Pearson Education Canada Inc.
ADVERTISING AND SALES
PROMOTION MANAGEMENT
UNIT I
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Advertising
Introduction
Definitions of Advertising
Features of Advertising
Objectives of Advertising
Importance of Advertising
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Introduction
The word advertising comes form the latin
word "advertere meaning to turn the
minds of towards".
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DEFINITIONS OF ADVERTISING
American Marketing Association has definedadvertising as any paid form of non-personalpresentation of ideas, goods and services by anidentified sponsor.
According to Webstar, Advertising is to give publicnotice or to announce publicity.
According to Gardner, Advertising is the means ofmass selling that has grown up parallel with and hasbeen made necessary to mass production.
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FEATURES OF ADVERTISING
Communication Information Persuasion
Profit Maximization Non-personal presentation Identified sponsor Consumer choice
Art, Science and Profession Element of MarketingMix Element of Creativity
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OBJECTIVES OF ADVERTISING 1.To introduce a new product by creating interest for it among the
prospective customers.
2.To support personal selling programme. Advertising maybe usedto open customers' doors for salesman.
3.To reach people inaccessible to salesman.
4.To enter a new market or attract a new group of customers.
5.To light competition in the market and to increase the sales asseen in the fierce competition between Coke and Pepsi.
6.To enhance the goodwill of the enterprise by promising betterquality products and services.
7.To improve dealer relations. Advertising supports the dealers inselling the product. Dealers are attracted towards a product whichis advertised effectively.
8.To warn the public against imitation of an enterprise's products.
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IMPORTANCE OF ADVERTISING
Promotion of sales
Introduction of new product
Creation of good public image Mass production
Research
Education of People
Support to press
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CLASSIFICATION OF ADVERTISING
Classification on The Basis of Area Coverage
Classification on The Basis of Audience
Classification on The Basis of Media Classification on The Basis of Function
Classification on The Basis of Advertising Stages
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Classification on The Basis of Audience
Consumer Advertising
Industrial Advertising
Trade Advertising (to influence wholesalers and dealers) Professional Advertising
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Classification on The Basis of Function
Direct Action and Indirect Action Advertising Discount sales, sale along with free gifts, coupon sales etc.
Primary and Selective Advertising
Product and Institutional Advertising
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Classification on The Basis ofAdvertising Stages
Advertising at Pioneering Stage
Advertising at Competitive Stages
Advertising at Retentive Stage or ReminderAdvertising
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Types of Advertising
Social advertising
Political advertising
Advocacy advertising
Advertising by Google
Retail advertising
Financial advertising
Corporate imageadvertising
Public relationadvertising
Institutional advertising
Internet advertising
Primary demandadvertising
Selective demandadvertising
Product advertising
Service advertising
National advertising
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Political Advertising
Political advertising is undertaken by political partiesto motivate the general public in favour of theideology of the party in question. Political advertising
are intensively made during election times to gainfavour of the voters. Such advertising promote plansand policies of the concerned party.
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Advocacy advertising
We often come acrossed advocacy advertised relatingto the use of family planning methods. Conservationof scarce resources, maintaining green environment.
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Advertising by Google
Ponds Age Miracle : Looking young is now reallyeasy Get Ponds tips and tricks! www.Ponds.in
Use Olay Total Effects : www.Olay.in/SkinCare
Tips for Beautiful Skin : Get the right beauty tipsfor your skin from the Experts. Apply Now!KayaClinic.com
Gym Management Course : Learn how tosuccessfully manage a Gym, Fitness Club or a Health
Club! www.keleven.com
http://www.ponds.in/http://www.ponds.in/http://www.olay.in/SkinCarehttp://www.keleven.com/http://www.keleven.com/http://www.keleven.com/http://www.keleven.com/http://www.keleven.com/http://www.keleven.com/http://www.keleven.com/http://www.olay.in/SkinCarehttp://www.olay.in/SkinCarehttp://www.olay.in/SkinCarehttp://www.olay.in/SkinCarehttp://www.olay.in/SkinCarehttp://www.ponds.in/http://www.ponds.in/http://www.ponds.in/http://www.ponds.in/http://www.ponds.in/ -
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Financial Advertising
When an advertising message is directed to attractfor raising capital, it is called financial advertising.The banks, insurance companies and commercialundertakings collect required funds from the savingsof the people by motivating them to post-ponepresent expenditure to future-period. An investorconsiders two things before investing his hard earnedsavings.
(1) Safety of investment (2) Return on investment
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Corporate image advertising
Corporate Image advertising designed or aimed tocreate a proper attitude towards the seller and tobuild goodwill or image for the advertiser
(manufacturing concern or the selling concern) ratherthan to sell a specific product or service.
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Public relations advertising
The basic objective of public relations advertising isto establish cordial and healthy relations with thecustomers, bankers, suppliers, Government. Patronsand the general public.
Through public relations advertising companyannounces the changes in its policies, itsdevelopmental activities its position and stand whenthe employees are on strike. It helps the company toremove mis-concepts about the company created by
interested groups. During the periods of short supplyof goods the public relations advertising helps to holdthe interest of the customers.
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Internet Advertising The Internet facility has been around for some 50 years. It
actually began in the early 1960s in USA, where the U. S.Department of Defense saw it as a means of supercomputercommunication for researchers and military facilities acrossthe country. Until its commercial explosion in 1990s, theInternet remained a relatively obscure network of linked
computers - mostly by academics, military researchers, andscientists around the world to send and receive electronicmail, transfer files, and find or retrieve information fromdatabases
At present, Internet the fastest growing medium in history,offers incredible opportunities for a wide range of people inboth business and advertising. For advertisers, there is awhole new world of potential customers.
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Primary Demand Advertising
The main objective of Primary demand advertising isto create demand for a new product or productcategory. This is necessary in the case of a newly
developed products or the products which are costlyin nature. For example, cars, refrigerators, washingmachines, watches, etc.
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Selective Demand Advertising
Selective demand advertising is done to meet thegrowing competition mainly in growth stage of thelife cycle of the product. Here, the goal of advertising
is to push the demand of specific product or service.
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National Advertising
It is generally undertaken by manufactures ofbranded goods, for which, advertising messages iscommunicated to consumers allover the country.
Almost all possible mass media, including national
newspapers, radio and television network, areemployed for national advertising. Product services,and ideas, which have demand all over the country,are suitable for national advertising. In India, IndianAirline Hindustan Lever Ltd., Vicco, Godrej, Bajaj and
Kirloskar are a few leading advertisers at nationallevel. Likewise, detergents, soaps, toothpastes,cosmetics, scooters, cars, and bicycles, are some ofthe products, which are advertised all over thecountry.
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Evolution of Advertising
Advertising evolved and changed in obedience to theneeds of society and of the country. Advertisers havebeen attuned to public needs and have been engagedin the promotion of goods, services and ideas.
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The Advertising History
In past when the Ruler started communication with mass forany purpose it was starting of early advertising, but it washaving some limitations for eg.
Limited Reach Noise
Time Taking
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1700s
In 17th
century, newspaper started appearing invarious part of the world
Newspaper advertising began to develop
First newspapers had the large numbers of ads
At the end of century, great number of commercialnewspapers were published in Europe
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1800sAround 1840, several people were selling space in
newspapers in New York & other cities
Space-brokers, who later on developed into adagencies. Came into existence
Competitive advertisement came into existencelater in 18thcentury
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Contd.Advertising marked a great expansion 1840smanufacturers began using magazine ads to
reach the mass market
In 1841, in the USA the first advertising agency was
started In 1871,Bates set up the 1stad agency in US which
offered creativeservices
1888, the first ad journal Printers Ink was
launched in US 1893Coca Cola registered its trademark
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Development of modern advertising
America are the forerunner of this but it has itsroot in England
Industrial revolution plays an important role
After World war 1st,the era of salesmanship arrived
In 1920, radio emerged as a powerful ad medium
Great depression came in 1930 due to wars
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2ndstage(1947-1977)
India started on the path of self-reliance
Press commission in 1953
Total spent on ads in India was Rs.5 crore
3.5 crore on print ads
1.5 crore on hoardings
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3rdstage(1977-2000)
Second press commission, 1983
At this point, ad revenues touched Rs200 crore
Increase in revenue was phenomenal, almost 40times
1982 was a trademark year because colour TVcame in, changing the Indian lives completely
TV reached to 70 % of the Indian people
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Father of Indian Advertising
Starting RK Swamy in 1973 at the age of50, when most others think of plumpretirement benefits and comfortable
options, and then making it in the Top 10list within five years is what most dreamabout in their twenties. He is the man whoput Madras (now Chennai) on the map ofIndian advertising, and yet he was one who
never really looked at communication witha polarized, north-south point of view.
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The Advertising Industry
Agencies
The Media
The Advertiser
The support services & suppliers
The Regulators
The Consumers
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Ogilvy & Mather Worldwide
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Omnicom Group
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McCann-Erickson Worldwide
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Examples of Creative
Advertisement: zoozoos ads
http://www.google.co.in/images?hl=en&q=zoozoos+ads&um=1&ie=UTF-8&source=univ&ei=sv3gS_i9IoGyrAeXptmoBw&sa=X&oi=image_result_group&ct=title&resnum=6&ved=0CCcQsAQwBQhttp://www.google.co.in/images?hl=en&q=zoozoos+ads&um=1&ie=UTF-8&source=univ&ei=sv3gS_i9IoGyrAeXptmoBw&sa=X&oi=image_result_group&ct=title&resnum=6&ved=0CCcQsAQwBQ -
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Social message advertising
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Mass demand has been created almost
entirely through the development of
Advertising
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For the development of advertising and to get bestresults one need to follow the advertising processstep by step.
Ad ti i P
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Advertising Process
The following are the steps involved in the process
of advertising: Briefing
Knowing the objective
Research
Target Audience Media Selection
Setting the budget
Designing and creating the Ad
Perfection
Place and time of Ad
Execution
Performance
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Step 1 - Briefing: the advertiser needs to briefabout the product or the service which has to beadvertised and doing the SWOT analysis of the
company and the product.
Step 2 - Knowing the Objective:one should firstknow the objective or the purpose of advertising.i.e. what message is to be delivered to the
audience?
Step 3 - Research: this step involves finding outthe market behavior, knowing the competitors, whattype of advertising they are using, what is the
response of the consumers, availability of theresources needed in the process, etc.
Step 4 Target Audience: the next step is to
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Step 4 - Target Audience: the next step is toidentify the target consumers most likely to buy theproduct. The target should be appropriatelyidentified without any confusion. For e.g. if the
product is a health drink for growing kids, then thetarget customers will be the parents who are goingto buy it and not the kids who are going to drink it.
Step 5 - Media Selection: now that the targetaudience is identified, one should select anappropriate media for advertising so that thecustomers who are to be informed about theproduct and are willing to buy are successfullyreached.
Step 6 - Setting the Budget:then the advertisingbudget has to be planned so that there is no shortof funds or excess of funds during the process ofadvertising and also there are no losses to thecompany.
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Step 10 - Execution: finally the advertise isreleased with perfect creation, perfect placementand perfect timing in the market.
Step 11 - Performance: the last step is to judgethe performance of the ad in terms of the responsefrom the customers, whether they are satisfied withthe ad and the product, did the ad reached all thetargeted people, was the advertise capable enoughto compete with the other players, etc. Every pointis studied properly and changes are made, if any.
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ADVERTISING CAMPAIGN PLANNING
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Steps:
1. Analyzing the market
2. Determining advertising objectives
3. Establishing budgetary and control system
4. Developing advertising strategy for:
Selecting media
Creating messages
5. Coordinating advertising with other promotionaland marketing methods
6. Evaluating results
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The process of advertising campaignplanning in detail
The market place
Marketing objectives
Advertising
objectives
Budget
Creative strategy,
media And message
Translate into
consumer terms
Create and
produce ads
Coordinate with
Other methods
Launch into
Dynamic world
Evaluate
pretest
Evaluate
posttest
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Step 1: Analyze the market
1. Determining the demand factors.
2. Identifying the target group.
3. Assess the competition
4. Legal and regulatory environment
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Step 2: Determining advertising objectives
Defining the Marketing Objectives: Decide what themarketing objectives is out to achieve in terms of:
Increase sales of brand x
Increase market share Generate 500 newenquiries each month Increase distributionpenetration
Establish a network of distributors
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Defining the communication objectives: Decide what thecommunication objectives is out to achieve in terms of:
Increasing brand awareness
Positioning the service as the friendliest on the
market Repositioning Guinness from an old mansdrink to a young mans drink
Maintaining brand x as the preferred brand
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Step 4: Developing advertising strategy
How we get there- how the objectives are achieved.Strategy drives the tactics in the same direction
Adverting strategy must encompass the totality of whata product or service is and how it is sold to the
consumer The strategy summarizes the tactics, by helping to
harmonize and integrate all tactical communication tools.
The strategy should also include selection of targetmarkets, positioning, selection of communication tools,
sequence of communication tools (are different toolsused at different stages?), time scales media selectionand creating messages
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Step 5: Coordinating advertising with otherpromotional and marketing methods
For an advertising program to be successful,elements as production, delivery and inventory must
be integrated with the advertisement plan An advertising planning must consider to get the
maximum cooperation from distributors, dealers andsalespeople
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Step 5: Evaluating advertising results
Pre-testing: It is a research technique which
determines the reaction to advertising by a
representative sample of the target market before .
The goal of pre-testing is to eliminate errors or
weaknesses in program design before considerable
sums of money are invested
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Posttesting:
This is done only after a full commitment to acreative approach and a schedule of media ahs been
made . The objective is to ensure that future
campaigns will be more effective .
F t I fl i th Pl i f
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Factors Influencing the Planning of anAdvertising Campaign
1. The Organization its reputation, position in the market. 2. The product e.g. Consumer (Perishable, durable or specialty)
goods, or industrial goods etc. 3. The market the nature of customers, their income, their buying
behavior, and their location. 4. The competition. 5. The absolute price of the product, Competitors price etc. 6. The channels of distribution. 7. The budget, the advertising theme, etc.
8. The media, the advertising schedule etc. 9. The Govt. regulations and controls, restriction on certain
products, restriction on certain media to carry out certain ads.Etc.
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CompetitiveComparative
Pioneering
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Types of Communication/Advertising Models:-
AIDA Model
DAGMAR Model Hierarchy-Effect Model
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AIDA model is initiatory and simplest. AIDA model waspresented by Elmo Lewis to explain how personal sellingworks. It shows a set of stair-step stages which describethe process leading a potential customer to purchase.
The stages, Attention, Interest, Desire, and Action, forma linear hierarchy. Exp:- Reliance Communication GSMLaunch.
Attention:- can elaborate by advertisement whereMukesh Ambani spoke about the new project being
introduced on his fathers70thbirthday. Interest:- is generated as the company spokesperson
featured in the ad, as a representative of the companyimage and also spoke about introducing a newtechnologyGSM.
http://d/3rd%20SEM/Retail%20advertising&%20event%20management/AIDA.docxhttp://d/3rd%20SEM/Retail%20advertising&%20event%20management/AIDA.docxhttp://d/3rd%20SEM/Retail%20advertising&%20event%20management/AIDA.docxhttp://d/3rd%20SEM/Retail%20advertising&%20event%20management/AIDA.docx -
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Desire:- was created with various offers like freeSMS, 40paise STD calls, 5Rs./day, Lifetime validityand various coupons etc.
Action:- In the last stage people are moved to actionin the form of buying product/Service etc.
It demonstrates that consumers must be aware of aproduct's existence, Be interested enough to payattention to the product's features/benefits, and
Have a desire to have benefits from the product'sofferings. Action, the fourth stage, would come as anatural result of movement through the first threestages.
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Among advertising theories, the hierarchy-of-effectsmodel is predominant. It shows clear steps of howadvertising works
Hierarchy of effects Model can be explained with thehelp of a pyramid.
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PURCHASE
CONVICTION
PREFERENCE
LIKING
KNOWLEDGE/COMPRIHENSION
AWARENESS
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Awareness:- If most of the target audience is unaware
of the object, the communicators task is to buildawareness, perhaps just name recognition, with simplemessages repeating the product name. Like:- Parle-G. Gmane Genius.
Knowledge:- The target market might have productawareness but not know much more; hence this stageinvolves creating brand knowledge. This is wherecomprehension of the brand name and what it standsfor become important. Exp-Aircel Pocket Internet
Liking:- If target market know the product, how do theyfeel about it? If the audience looks unfavorablytowards the product so communicator has to find outwhy. Exp- India Today- Send Suggestions to us
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Preference:- The target audience might like the product butnot prefer it to others. In this case, the communicator musttry to build consumer preference by promoting quality, value,performance and other features.
Conviction:- A target audience might prefer a particularproduct but not develop a conviction about buying it. Thecommunicators job is to build conviction among the targetaudience.
Purchase:- Finally, some members of the target audience might
have conviction but not quite get around to making thepurchase. They may wait for more information or plan to actlater. The communicator must need these consumers to takethe final step, perhaps by offering the product at a low price,ff i i l i i d