8/10/2019 MKT202_Ch15_2015 v2.pdf

1/6

1

Kotler ArmstrongPhillip Gary

Principles of Marketing

AwS/NSU

Chapter: 15 MKT202 Advertising and Public

Relations

Definition

Advertising Any paid form of non-personal

presentation and promotion of ideas,goods, or services by an identifiedsponsor.

Not only by profit seeking organizationsbut also by non-profits.

3

Major Advertising Decisions

ObjectivesSetting

Communicationobjectives

Sales Objectives

Budget DecisionsAffordable ApproachPercent of salesCompetitive parityObjective and task

Message DecisionsMessage Strategy

Message Execution

Media DecisionsReach, Frequency, Impact

Major Media TypesSpecific Media Types

Media Timing

Campaign EvaluationCommunication Impact

Sales Impact

4

8/10/2019 MKT202_Ch15_2015 v2.pdf

2/6

2

5

An advertising objective is a specificcommunication task to be accomplishedwith a specific target audience during aspecific time

Objectives are classified by primary purpose Inform Persuade Remind

Setting Advertising Objectives

Informative advertising is used when introducing anew product category; the objective is to buildprimary demand

Setting Advertising Objectives

Persuasive advertising is important with increasedcompetition to build selective demand

Setting Advertising Objectives

Comparative

advertisingdirectly orindirectlycompares thebrand with oneor more otherbrands

Setting Advertising Objectives

8/10/2019 MKT202_Ch15_2015 v2.pdf

3/6

3

Reminder advertising is important with mature products tohelp maintain customer relationships and keep customersthinking about the product

Setting Advertising Objectives

Setting Advertising Budget

Product Life-Cycle Stage

Market Share

Market Competition

Brand Differentiation

8/10/2019 MKT202_Ch15_2015 v2.pdf

4/6

4

Product life-cycle stage New products require larger budgets Mature brands require lower budgets

Market share Building or taking market share requires larger

budgets Markets with heavy competition or high

advertising clutter require larger budgets Undifferentiated brands require larger budgets

Setting the Advertising Budget Developing Advertising Strategy

Advertising strategy: By which the companyaccomplishes its advertising objectives.

Its two major elements are: Creating ad messages Selecting ad media

14

Creating Ad messages: increase number of TV channels,average ad expose numbers, remote control etc.

Advertisements need to break through the clutter:Gain attentionCommunicate well

::: Merging advertisement and entertainment :::

15

Developing Advertising Strategy

Developing advertising strategy

Message Strategy: Advertisement appeal should bemeaningful, believable, distinctive.

Message execution: Turn Creative Concept (big idea)into actual ad execution that will capture target marketsattention and interest. Creative people must find the best style,tone, words, and format for executing the message.

Many execution styles : slice of life, lifestyle,fantasy, mood/image, musical, personality symbol,scientific evidence, testimonial.

Tone: +ve or ve tone Words: finger lickin' good. Format: Illustration, headline, copy 16

8/10/2019 MKT202_Ch15_2015 v2.pdf

5/6

5

Attitudes

FrequencyReach

Impact

Selecting Advertising Media

Select specific media vehicles: specificmedia within each general media type.BTV/ATN Bangla; Ittefaq/P-Alo/Kaler Kantho,Daily Star, Shaptahik2000, Anandadhara, ICEToday?

Decide on media timing: Hallmark occasions, Even continuity or uneven Pulsing.

18

Developing advertising strategy

Major Media Types

Advertising

Newspapers Television Direct Mail

Radio Magazines Outdoor

Internet

19

Other advertising consideration:In-house agencyIndependent agency

20

Advertising

8/10/2019 MKT202_Ch15_2015 v2.pdf

6/6