Advertising

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www.managementfunda.com

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PRESENTATION

START

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LOGIN NAME:LOGIN NAME:PASSWORD:PASSWORD:

GROUP 1

Yogin Vora

Enter the world of ADVERTISING

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INTRODUCTION

• The American Marketing Association defines advertising as -Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

• Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them

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FUNCTIONS OF ADVERTISING

• Stimulates demand.

• Strengthens the sales

• Develops brand preference.

• Competitive weapon.

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ADVERTISING OBJECTIVES

TO INFORM:

Telling the market about the new product Eg: livon silky

Suggesting new uses of the product Eg:cadbury

Telling about new facilities and product development Eg:crocin

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TO PERSUADE

Brand image

Eg: Mc donalds

Unique selling point

Eg: Saffola Oil

Changing consumers perception

Eg: Relaunch of Iodex

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Contd…

Informing the market of price change

Eg:chotta coke

Describing the available services

Eg:motorola phone

Reducing consumers fears

Eg:godrej hair dye

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TO REMIND

Remind consumers that the product may be needed in the near future

Eg: M-seal

Keeping in the mind of consumers during off season

Eg: Soft Drinks, Ice-Creams

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The AIDA Model

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St. Elmo Lewis

In 1898

It shows a set of stair-step

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The AIDA Model

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AIDA ModelA = ATTENTION:

attract the attention of the consumers

I = INTEREST:

raise customer interest

D = DESIRE:

to benefit from the products offerings

A = ACTION:

purchasing

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• Reliance India Mobile campaign • ATTENTION:

New Project being Introduced• INTEREST:

The Co-Spokeperson featured

in the AD• DESIRE:

Free SMS etc

ACTION:

Dhirubhai Ambani Pioneer Offer

induced people to go for the Product

EXAMPLE

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MEN WOMEN

PGBEAUTY

PARLOUR

OPENING SHORTLY..

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Contd…

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ADVERTISING CAMPAIGN

Advertising campaign can be defined as the correlation and combination of an advertisement and related efforts in respect of a product or service, during a particular period of time, and directed towards the attainment of one or more predetermined objectives.

In simple words advertising campaigns is a series of advertisements with an identical or similar message, placed in one or more of advertising media over a particular period of time.

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The Dishoom Dishoom Success Story Pepsodent's home run upto 1998

From Process to End Benefit : 1999-2000

The Result

The Challenge: 2001

Creative Strategy

Insight Advertising Idea

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Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.

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Results of the campaign

Quantitative evidence of success:

Market shares increases by 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).

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ADVERTISING BUDGET

Advertising has a carryover effect that lasts beyond the

period. Although advertising is treated as a current

expense, part of it is really an investment that builds up an

intangible asset called brand equity.

This treatment of advertising reduces the company‘s

reported profit and therefore limits the number of new

product launches a company can undertake in any one year.

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DECIDING ON THE ADVERTISING BUDGET

Key factors which have to be kept in mind while deciding the budget are:-

Competitive Parity

Affordability

Fixed %age of Turnover

Functions to be Performed

Regression Analysis

Adaptive Control Model

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TYPES OF ADVERTISEMENT

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CONSUMER ADVERTISING

• Advertising directed towards the consumer

• Uses Rational or Emotional approach

• E.g. Vim bar (Rational)

De Beers and Cadbury (Emotional)

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ADVERTISING TO BUSINESSAND PROFESSION

• Aims at reseller or professional

• To boost corporate identity & image

• E.g. Aditya Birla group

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NON PRODUCT ADVERTISING

• Social cause, benefit of public

• E.g. AIDS, Drive safe, Polio

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ADVERTISING TECHNIQUES1. Repetition:

e.g. Nirma detergent song

2. Bandwagon:

e.g. PSPO Fan

3. Testimonials:

e.g. Pepsodent

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4. Pressure

e.g. Offer would be open till stock last

5. Advertising slogan

e.g. Thanda matlab coca-cola

Khane walo ko khane ka bahana….

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CELEBRITY ENDORSEMENT

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CELEBRITY ENDORSEMENT

Who are celebrities?

What does celebrity endorsement mean?

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ADVANTAGES OF A CELEBRITY ENDORSING A BRAND

• Ensured Attention• Associative Benefit • Mitigating a tarnished image • Mass Appeal • Rejuvenating a stagnant brand• Higher degree of recall

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DISADVANTAGES OF A CELEBRITY ENDORSING A BRAND• The vampire effect

Eg: Castrol commercial featuring Rahul Dravid.

• Inconsistency in the professional popularity of the celebrity Eg: Australian cricketer tested +ve in 2003 World Cup

• Mismatch between the celebrity and the image of the brand Eg: Emraan Hashmin endorsing “ NO TO TABACCO”

• Multi brand endorsements by the same celebrity would lead to overexposure

Eg : Sachin Tendulkar

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www.managementfunda.com

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THANK YOU