MAJOR PLAYERS IN ADVERTISINGADVERTISING AGENCYBRAND MANAGERMEDIA

The Advertiser The Advertising Agency The Media The Vendor The Audience

Advertising begins with advertiser , the person or organization that initiates the advertising process .Advertisers decides the target audience, media, advertising budget and length of campaign.

The advertiser initiates the advertising efforts by identifying a market problem that advertising can solve.

Eg The story of VW Beetle affectionately known as the Bug(the Doyle Dane Bernbach advertising agency) .

The Advertising Agency: - Advertisers hire agencies to plan and implement their advertising efforts.

Agencies have expertise to create a campaign, have strategic and creative expertise, media knowledge, workforce talent and theability to negotiate good deals for clients.

The In-House AgencyThe companies that need closer control over there advertising have there own in –house agencies .large retailers fore example –find that doing there own ad provides cost saving as well as the ability to meet dead lines.Eg- lauren company

(Maker's Media is a full-service ad agency with a solid track record of providing results)

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An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.

An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services.

An agency can also handle overall marketing and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies

Agencies may be hired to produce an advertising campaign

Well Known

Creativity

Sound Track Record

Account Executive

Accounts they handles

Personal Equation

Ability and presentation

Unique Considerations

Brand management is the application of marketing techniques to a

specific product, product line, or brand. It seeks to increase the

product's perceived value to the customer and there by increase

brand franchise and brand equity.

“Brand Managers" often carry line-management accountability for a

brand's P&L (Profit and Loss) profitability, in contrast to marketing

staff manager roles.

Brand Management is often viewed in organizations as a broader

and more strategic role than Marketing alone.

Analyze the market and its activity, including the growth factors of the total market and various market segments within it, and their performance relative to the competition. · Ensure that the brand platform is maintained and that the brand stays true to its values and positioning. Propose future brand strategy with particular regard to positioning, extensions and others. Manage the marketing mix-price, promotion, packaging and others. Measure the success of brand performance, assess expenditure against volume, profit and other variable.

PRINCIPLESA good brand name should be

be protected (or at least protectable) under trademark law. be easy to pronounce. be easy to remember. be easy to recognize. be easy to translate into all languages in the markets where

the brand will be used. attract attention. suggest product benefits (e.g.: Easy-Off) or suggest usage

(note the tradeoff with strong trademark protection.) suggest the company or product image. distinguish the product's positioning relative to the

competition.. stand out among a group of other brands.

Challenges faced by brand manager

Brand managers sometimes limit themselves to setting financial and market performance objectives. They may not question strategic objectives if they feel this is the responsibility of senior management.

Most product level or brand managers limit themselves to setting short-term objectives because their compensation packages are designed to reward short-term behavior.

Often product level managers are not given enough information to construct strategic objectives.

This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore inter-unit joint processes.

The Vendors - free lancers, consultants and self-employed professionals.

•Provide a variety of services like copy writers, jingle writers, photographers and market researchers etc.

•The advertiser may not have expertise in their area they may be overloaded, or they may want a fresh perspective

Vendors are necessary because no agency can afford to have all thefacilities on permanent basis. Vendor services are often cheaper than permanent in house facility.

The Target Audience –

•All the advertisement starts with the identification of the customer or prospective customer- the desired audience for the advertising message.The Character of the target audience have a direct bearing on the overall advertising strategy.

•Purchasers are not always the product users. •for example In case of baby products parents purchases and kids use itEg Kellogg must actually have two target audience for there product.They design one ad for the kids target audience and another for the parents target audience

strongest pillar of justice or not???

The media brings awareness to the people,

and that awareness triggers thinking.

The channels of communication that carry the messages from advertiser to the audience.

"If there is no news, let's create some. Let's make it

an issue. People will be forced to pay attention “

Basic principles :

Freedom to expression

Right to comment on administration of justice

Agency alone responsible for payment to the media.

Agency does not allow any cut from the commission received from the media to go the client

Media do not discriminate amongst the agencies dealt with and follow a uniform policy for all the agencies

Media do not alter the adverting material without the prior consent of the agency

Media

When we think of “media”, we think of:

Message Transmitted To A Large Number of People At The Same Time

INFORMATION

NewspapersNewspapers

MagazinesMagazines

RadioRadio

TelevisionTelevision

OutdoorOutdoor

InternetInternet

Other MediaOther Media

Major Types Major Types ofof

AdvertisingAdvertisingMediaMedia

Major Types Major Types ofof

AdvertisingAdvertisingMediaMedia

These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class. Few types of press medias are:•National newspapers•Regional newspapers •Magazines

ADVANTAGES DISADVANTAGES

Inexpensive to produce

Easy to switch Out

Cater to large no. Of

people together.

Limited readership.

Poor printed image

quality.

No control over ad

placement

ADVANTAGES DISADVANTAGES

access to a specific customer base

better quality images.

help build your brands.

Ads can be

expensive

Limited data can

be included. 

This is normally the most expensive medium. It offers by far the widest coverage, particularly at peak hours (roughly 7.00--10.30 p.m.) and especially of family audiences. it has the greatest impact because of offering sight, sound, movement and colours. It generated Total Revenue of Rs. 7,110 crores in yr 2009.

Radio may not be considered as glamorous as TV.Radio commercial has to do is to get people to listen, surprise them and arouse their curiosity.Radio has grown at a scoring pace over the past few years.In the year 2007,it generated Rs.480 crores.Informal language should be used while creating radio ad.

ADVANTAGES DISADVANTAGES

•local coverage

•low cost

•approach to far-flung

areas.

•flexible

•opportunity for

business.

•audio only

•low attention

•not attractive compared with

other new technology media

It is also known as Guerilla advertising. It is unconventional marketing communication

activities that are intended to get buzz on a limited budget.

The idea is to use creative ways to reach people where they live, work, and walk to create a personal connection and a high level of impact.

E.g. Sony Ericsson Mobile communication Ltd. Hired actors to create buzz about a new mobile phone that is also a digital camera.

The actors pretended to be tourists who wanted their picture taken thus allowing consumers to try the product.

ADVANTAGES DISADVANTAGES

1.Captive audience.

2.cheaper than overt advertisement or sponsorships.

3.wider audience.

4.ideology of people.

1.Not for long run.

2.Difficult in recalling. 

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

Eg-:contextual ads that appear on search engine results pages, banner ads, Social network advertising, online classified advertising and e-mail marketing, including e-mail spam..

ADVANTAGES DISADVANTAGES

Advertisers can customize their message over the internet.

Database marketing helps the marketers to make the customer feel that the ad is particularly made for him.

It helps to understand the consumer behavior.

Cost of creating ads on websites are comparatively cheap.

Small and big companies can compete through this medium.

Inability of strategic and creative experts to consistently produce effective ads and to measure their effectiveness.

Too many ads make the customers to ignore the page

ADVANTAGES DISADVANTAGES

Inexpensive means of

sending and receiving

information.

Increase awareness

about new products and

services.

Good impression on

customers.

Green marketing- An

idea can change your

life…

Its possible only if target audience’s have their bluetooth enabled phones & that its function is kept on.

As more companies

entering this marketing

opportunity, customer gets

cluttered by lots of

promotional messages

Marketers buy out the entire saleable time, space or spots on TV channels, print, radio or even Web for a certain period of time.

Eg: Cadbury , Nokia, HUL, Airtel etc

Road blocking is one of the strategy that calls for a very high investment which is almost 100 % - 200% on the amount spent on a traditional advertisement.

ADVANTAGES DISADVANTAGES

•Generates high

visibility and

immediate

recognition

•Brand exposure

•Top of the mind

recall

•Reach and connect.

•Short -term gains.

•Tactical in

approach

•Expensive

It includes advertising inside moving vehicles, in bus/trains, in-shop advertisements, road side wall paintings, illuminated hoardings and electronic displays.Out of home advertising accounts for around 10 % of India’s total ad business and the rate of growth is 15 % per year.Eg- advertising of cigarettes, soft drinks and restaurants.

ADVANTAGES DISADVANTAGES

•Wide coverage of local mkt.

•Geographical flexibility.

•Ability to create awareness

•Non-selective

•Short exposure time

•Quick wear out

•Measurement problems

Most effective solution to spread the message regarding products and services.

One can put his message in short and catchy form on billboards to advertise his products and services.

These are reusable options which can be creatively utilized during indoor and outdoor events-trade shows ,road shows , presentations expos etc.

ADVANTAGES DISADVANTAGE

•Cost saving and greater market coverage.•Catches attention and build awareness.•No possibility of an ad to be lost in a mix of market. •Sales information are passed on frequently.•Help customers to find and reach the location of your business.

•Measurement

problem.

•Blind spot effect.

THANK YOU