intoduction 2 advartising

8/9/2019 intoduction 2 advartising

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Advertising


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AdvertisingAdvertising AA shopshop wantswants toto attractattract moremore customerscustomers oror clearclear stocks,stocks, soso

itit decidesdecides toto offeroffer specialspecial discountsdiscounts forfor aa periodperiod..ItIt advertisesadvertises inin thethe dailydaily newspapersnewspapers toto informinform thethe publicpublicofof itsits salesale..

AA companycompany bringsbrings outout aa newnew productproduct whichwhich isis muchmuchmoremore economicaleconomical thanthan thethe existingexisting onesones inin itsits categorycategory..IfIf thethe companycompany cannotcannot advertiseadvertise thethe product,product, itit wouldwouldnevernever bebe ableable toto enterenter thethe marketmarket.. AnyAny otherother formform ofofcommunicationcommunication wouldwould bebe longlong drawndrawn outout andand uneconomicaluneconomical..

TheThe GovernmentGovernment wantswants corporate,corporate, businessmenbusinessmen andand salariedsalariedpeoplepeople toto paypay taxestaxes.. ItIt advertisesadvertises inin newspapers,newspapers, radioradioandand televisiontelevision toto reachreach thethe targettarget audienceaudience..


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Who needsadvertising?Who needsadvertising?Companies useadvertisingto:Companies useadvertisingto: informinform peoplepeople aboutabout theirtheir productsproducts andand servicesservices

toto makemake theirtheir brandbrand namesnames familiarfamiliar toto thethe publicpublic


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Who needsadvertising?Who needsadvertising?

Companies useadvertisingto:Companies useadvertisingto: toto givegive thethe companycompany aa personalitypersonality whichwhich setssets itit

apartapart fromfrom thethe othersothers..

toto remindremind customerscustomers aboutabout theirtheir brandsbrands atat thetherightright timetime andand rightright placeplace

toto telltell thethe publicpublic aboutabout improvementsimprovements inin productsproducts toto helphelp theirtheir salessales forceforce toto bebe moremore effectiveeffective

toto reinforcereinforce customercustomer confidenceconfidence inin his/herhis/her purchasepurchase


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Public bodies preferto use professionalPublic bodies preferto use professionaladvertisingagenciesbecauseagenciesadvertisingagenciesbecauseagencieshavethe creativetalentto explainhavethe creativetalentto explain

complexissuesina way which makescomplexissuesina way which makesthem interesting,easyto understandthem interesting,easyto understandand meaningful.and meaningful.

Examples: SBI, Bank Of India, LICetc.Examples: SBI, Bank Of India, LICetc.

Who needsadvertising?Who needsadvertising?


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WhatisADVERTISING?WhatisADVERTISING?

thethe

aactionction ofof

ccallingalling

ssomethingomething

to theto theaattentionttention ofofppublicublic

WEBSTERsDictionaryWEBSTERsDictionary


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WhatisADVERTISING?WhatisADVERTISING?

ADVERTISING is the delivery of theADVERTISING is the delivery of themostmost persuasive productpersuasive productmessagemessage at theat the right timeright time,, ininthethe right placeright place,, to theto the rightright

personperson,, at the lowest possible costat the lowest possible cost

TodaysProduct/Brand ManagerTodaysProduct/Brand Manager


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WhatWhat reallyreally isAdvertising?isAdvertising? Paidform ofnonPaidform ofnon--personal communicationaboutanpersonal communicationaboutan

organization, product,service orideafrom anorganization, product,service orideafrom anidentifiedsponsor, using mass mediato persuadeidentifiedsponsor, using mass mediato persuadeorinfluenceanaudienceorinfluenceanaudience

The paidaspect ofthisdefinition reflectsThe paidaspect ofthisdefinition reflectsthefactthatthespace ortimeforanadvertisingthefactthatthespace ortimeforanadvertisingmessage mustbebought.message mustbebought.

ThenonThenon--personal component meansthatadvertisingpersonal component meansthatadvertisinginvolves mass media (eg. TV, radio, magazines,involves mass media (eg. TV, radio, magazines,newspapers)that cantransmita messageto largenewspapers)that cantransmita messageto largegroups ofindividuals, oftenatthesametime.groups ofindividuals, oftenatthesametime.


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WhatWhat reallyreally isAdvertising?isAdvertising?

ThenonThenon--personalnature ofadvertisingpersonalnature ofadvertisingmeansthatthereisgenerallyno opportunitymeansthatthereisgenerallyno opportunityforimmediatefeedbackfrom the messageforimmediatefeedbackfrom the message

recipient (exceptindirect responserecipient (exceptindirect responseadvertising)advertising)

Thereforebeforethe messageissent,theThereforebeforethe messageissent,theadvertiser must consider how theaudienceadvertiser must consider how theaudiencewillinterpretand respondto the messagewillinterpretand respondto the message


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WhatWhatreallyreallyisAdvertising?isAdvertising?

Advertisingis communication ofAdvertisingis communication of

informationinformation andandvaluesvalues byanbyan

identifiedidentified sponsorsponsor

AdvertisingistheAdvertisingisthethird partnerthird partnerintheintherelationship betweena consumerandarelationship betweena consumerandaproduct/service.product/service.


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Importance ofAdvertisingImportance ofAdvertisingThereareseveral reasons whyadvertisingThereareseveral reasons whyadvertisingisanimportant part ofthe marketersisanimportant part ofthe marketerspromotional mixes.promotional mixes.

Firstly,itisvery costeffective methodFirstly,itisvery costeffective methodto communicateto a largeaudience.to communicateto a largeaudience.

Secondly,it helps createbrandimageandSecondly,it helps createbrandimageandsymbolic appeal forthebrand which isasymbolic appeal forthebrand which isaveryimportantfor companiessellingveryimportantfor companiessellingproduct/servicesthataredifficulttoproduct/servicesthataredifficultto

differentiate onfunctional attributes.differentiate onfunctional attributes.


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Importance ofAdvertisingImportance ofAdvertising Anotheradvantage ofadvertisingisitsAnotheradvantage ofadvertisingisits

abilityto strikearesponsive chord withabilityto strikearesponsive chord withthe consumers whendifferentiationacrossthe consumers whendifferentiationacrossotherelements ofthe marketing mixisotherelements ofthe marketing mixisdifficultto achieve.difficultto achieve.

Popularadvertising campaignsattractPopularadvertising campaignsattractcustomersattentionsand can helpcustomersattentionsand can helpgeneratesales. Forexample pepsisgeneratesales. Forexample pepsis OyeOyebubbly, Meranumberkabayega,Asianbubbly, Meranumberkabayega,AsianPaintsPaints Badiaya hai,AlpenleibeBadiaya hai,Alpenleibe--LageLageraho,etcraho,etc


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Importance ofadvertisingImportance ofadvertising The nature and purpose of advertising differs fromThe nature and purpose of advertising differs from

one industry to another and/or across situations.one industry to another and/or across situations.

The targets of an organization's advertising effortsThe targets of an organization's advertising efforts

often vary as do the advertising role and function inoften vary as do the advertising role and function inthe marketing program.the marketing program.

For eg. One advertiser may seek to generateFor eg. One advertiser may seek to generate

immediate response or action from customers,immediate response or action from customers,another may want to develop awareness or positiveanother may want to develop awareness or positiveimage for its products or service over a longerimage for its products or service over a longerperiod.period.


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Role ofAdvertisingin BrandPromotionRole ofAdvertisingin BrandPromotion

Informationand persuasionInformationand persuasion

Introduction ofnew brand orbrandIntroduction ofnew brand orbrand

extensionsextensions Buildingand maintainingbrand loyaltyBuildingand maintainingbrand loyalty

among consumersamong consumers

Creatinganimageand meaningforabrandCreatinganimageand meaningforabrand


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Thestagesin consumer purchase processThestagesin consumer purchase process

Need recognitionNeed recognition

Information searchInformation search

Evaluation of optionsEvaluation of options

Outlet selectionsOutlet selections

PurchasePurchase

Post purchase evaluationsPost purchase evaluations

How doesadvertising work?How doesadvertising work?


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AwarenessAwareness

ComprehensionComprehension

ConvictionConviction

ActionAction


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AwarenessAwareness

InterestInterest

DesireDesire

ActionAction


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Hierarchy ofeffectsHierarchy ofeffects

100%targetaudience100%targetaudience

75%aware ofthe product75%aware ofthe product

50%show someinterestinthe product50%show someinterestinthe product

30% preferredthe product30% preferredthe product

25%triedthe product25%triedthe product

15% Repurchase15% Repurchase



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Importance ofadvertisingImportance ofadvertising

WhatWhat advertisingadvertising does is create awareness,does is create awareness,interest, desire and drives the consumerinterest, desire and drives the consumerto the shop.to the shop.

For anyFor any advertisingadvertising to be successful, it isto be successful, it isessential that the service or product must beessential that the service or product must besuperior or meaningfully different; certainly,superior or meaningfully different; certainly,

at the very least, it must be at leastat the very least, it must be at leastsatisfactory.satisfactory.

If it is a public message, then it must be aIf it is a public message, then it must be a

credible proposition.credible proposition.


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Importance ofadvertisingImportance ofadvertising

Any amount of good creative advertisingAny amount of good creative advertising

cancan nevernever help in selling a brand or ahelp in selling a brand or aproduct of inferior quality.product of inferior quality.

At the most advertising will help inAt the most advertising will help in

inducingatrialinducingatrial from the consumers,from the consumers,thereafter it is entirely on the qualitythereafter it is entirely on the qualityof the product or brand.of the product or brand.


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AdvertisingAdvertisingSomedosSomedos Advertising should beAdvertising should be informativeinformative

Advertising should beAdvertising should be entertainingentertaining Advertising should beAdvertising should be involvinginvolving


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AdvertisingAdvertising

SomedontsSomedonts

Advertising should never over claim anyAdvertising should never over claim anybenefit in a product or a brand.benefit in a product or a brand.

Never try to put down or talk down yourNever try to put down or talk down yourconsumers in manner that will insult them.consumers in manner that will insult them.

Try not to compare your brand with aTry not to compare your brand with acompetitor and try not to show yourcompetitor and try not to show yourcompetitor in bad light.competitor in bad light.


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AdvertisingAdvertisingSomedontsSomedonts In case you do any comparison with your competitor or show yourIn case you do any comparison with your competitor or show your

competitor it should be done in a intelligent and tactful mannercompetitor it should be done in a intelligent and tactful manner

that such that it is memorable and not in bad taste.that such that it is memorable and not in bad taste.


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Avis v/s Hertz (Rent-a-car)


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How isgoodadvertising created?How isgoodadvertising created?

CreatingCreating good advertisinggood advertising is tois to buildbuildthe mostthe most meaningful relationshipmeaningful relationship

between the Brand and its customers.between the Brand and its customers.

For creating meaningful advertising oneFor creating meaningful advertising one

must knowmust know Whydo peoplebuy?Whydo peoplebuy?


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Why peoplebuy?Why peoplebuy?

People buy a product because theyPeople buy a product because theyhave a need for ithave a need for it

I need a pressure cooker because I I need a pressure cooker because I

have to lay food on the tablehave to lay food on the tableeverydayeveryday

People buy a brand because they havePeople buy a brand because they havea relationship with it.a relationship with it. I will buy a Hawkins Pressure Cooker I will buy a Hawkins Pressure Cookerbecause I can trust Hawkins.because I can trust Hawkins.


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Types ofbenefitsTypes ofbenefits

a) Objective benefitsa) Objective benefits

b) Subjective benefitsb) Subjective benefits

c) Valuesc) Values--oriented benefitsoriented benefits


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ObjectivebenefitsObjectivebenefits These are tangible, physical and measurableThese are tangible, physical and measurable These are in the productThese are in the product

They are what you get by using itThey are what you get by using it

ExampleExample-- HawkinsHawkinspressure cookerpressure cookercooks quickest withcooks quickest withleasttroubleandleasttroubleandgreatestsafetygreatestsafety


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SubjectivebenefitsSubjectivebenefits These are in the consumers mindThese are in the consumers mind These are perceptions. These are what theThese are perceptions. These are what the

consumer believes she will get as a result ofconsumer believes she will get as a result of

the objective benefit.the objective benefit.

ExampleExample -- Cooking with Cooking with

Hawkins will make meHawkins will make mefeel that I am fulfillingfeel that I am fulfilling

my role as a wife bettermy role as a wife better


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Values orientedbenefitsValues orientedbenefits These appeal to the consumers deepest concerns, theirThese appeal to the consumers deepest concerns, their

basic drives as individual human beings.basic drives as individual human beings.

There are only a few of themThere are only a few of them -- power, security, socialpower, security, socialacceptance, status, greed, sex, survivalacceptance, status, greed, sex, survival -- and they areand they are

very powerful.very powerful.

ExampleExample -- Owning the beautiful Toyota Corolla carOwning the beautiful Toyota Corolla carmakes me feel special, a person clearly of a highermakes me feel special, a person clearly of a higher

status with a more refined tastestatus with a more refined taste


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Classification ofAdvertisingClassification ofAdvertising Advertisinginthe consumer marketAdvertisinginthe consumer market

-- National AdvertisingNational Advertising-- Retail/Local AdvertisingRetail/Local Advertising-- BrandAdvertisingBrandAdvertising-- Primary/SecondarydemandadvertisingPrimary/Secondarydemandadvertising-- Political AdvertisingPolitical Advertising-- DirectoryAdvertisingDirectoryAdvertising-- DirectDirect--ResponseAdvertisingResponseAdvertising-- Public ServiceAdvertisingPublic ServiceAdvertising-- InteractiveAdvertisingInteractiveAdvertising

Advertisingto Business & Professional marketsAdvertisingto Business & Professional markets-- Businessto BusinessAdvertisingBusinessto BusinessAdvertising-- Professional AdvertisingProfessional Advertising-- TradeAdvertisingTradeAdvertising


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What clientexpectfrom theiradvertising?What clientexpectfrom theiradvertising?

InnovativesolutionsthatInnovativesolutionsthat Breakthrough the clutterBreakthrough the clutterBeatthe competition,Beatthe competition, Stretch and magnifybudgetsStretch and magnifybudgets

Different, InnovativeDifferent, Innovative

Great creativeand mediathat offersfull valueGreat creativeand mediathat offersfull valueat pricesat leastasgood,ifnotbetter,thanat pricesat leastasgood,ifnotbetter,thanthe competition.the competition.

The most costThe most cost--effectiveandinnovative waytoeffectiveandinnovative waytosuccessfullyreach and communicate with consumers.successfullyreach and communicate with consumers.


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BiggestriskinadvertisingBiggestriskinadvertising

SAFE CONVENTIONAL ADVERTISING IS THESAFE CONVENTIONAL ADVERTISING IS THEBIGGEST RISK OF ALLBIGGEST RISK OF ALL

Itdoesntgetseen. Itdoesntgetremembered.Itdoesntgetseen. Itdoesntgetremembered.

Itdoesnt causeanyreaction.Itdoesnt causeanyreaction.

Safeadvertisingjust liesthere quietly, hopingSafeadvertisingjust liesthere quietly, hoping

nono--one will noticeit. Andno onedoes.one will noticeit. Andno onedoes.

Half my advertising budget is wasted. The problem isHalf my advertising budget is wasted. The problem is

I dont know which half.I dont know which half.

John Wanamaker, Advertising & Retailing PioneerJohn Wanamaker, Advertising & Retailing Pioneer


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Should wetakerisksinadvertising?Should wetakerisksinadvertising?

Yes, but wisely. Foolish risks are for foolsYes, but wisely. Foolish risks are for fools

Smart businessman take only calculated risksSmart businessman take only calculated risks

One can be smart by getting the basics rightOne can be smart by getting the basics right --defining target clearly, appealing to the right values,defining target clearly, appealing to the right values,and creating a seamless fusion ofand creating a seamless fusion of product and user.product and user.


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T H A N K Y O U !!T H A N K Y O U !!

intoduction 2 advartising

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