Marketing Communication Dr. K.V. Kannan M.B.A., M.F.T., Ph.D. KSR Business School KSR College of...

Marketing Communication

Dr. K.V. Kannan M.B.A., M.F.T., Ph.D.KSR Business School

KSR College of Arts & ScienceTiruchengode

Defining Advertising

1. Advertising is a paid form of communication, although some forms of advertising, such as Public Service Announcements (PSAs), use donated space and time.

2. Not only is the message paid for, but the sponsor is identified.

3. Most advertising tries to persuade or influence the consumer to do something, although in some cases the point of the message is simply to make consumers aware of the product or company

Defining Advertising

4. The message is conveyed through different kinds of mass media

5. Advertising reaches a large audience of potential consumers

6. Because advertising is a form of mass communication, it is also nonpersonal

Definition

“It is paid nonpersonal communication from an identified sponsor using mass media to

persuade or influence an audience.”

"Advertising is legalised lying"- H G Wells

A definition of advertising then includes 6 elements

Types of Advertising

Brand AdvertisingRetail or Local AdvertisingPolitical AdvertisingDirectory AdvertisingDirect-Response Advertising B2B AdvertisingInstitutional AdvertisingPublic Service AdvertisingInteractive Advertising

Brand Advertising

Retail Advertising

Political Advertising

Institutional Advertising

The shot of a little girl in her study playing with crayons. Cut to a another part of the world...

...a man boards the waiting car. MVO: "No maps for the journeys you make."

The little girl sketches landscapes on her notepad as the focus shifts to beautiful outdoors. MVO: "No boundaries, no limits...

...for you are riding on wishes, you are building on hopes." The man gets on a flight and heads home. MVO: "There are bridges to cross...

...and many roads to travel. Every step you make, we are beside you to make a brand new day."

A car glides to a smooth halt and the man alights from within. Tiptoeing inside, he spots his daughter...

...in her study, and gives her a big hug from behind. The MVO adds, "From bridges to breakthroughs...

...roads to milestones, houses to homes." Super: 'Aditya Birla Group. The brighter side of life.'

Roles of Advertising

Advertising can also be explained in

terms of four roles it plays in business

and in society

Marketing Role

Communication Role

Economic Role

Societal Role

Functions of Advertising

Provides product and brand information

Provides incentives to take action

Provides reminders and reinforcement

A boy travels to his home town atop a bus and walks past a river... A boy travels to his home town atop a bus and walks past a river... world...

...to get to his grandfather’s home amid green fields.

 Seeing him, his grandmother thinks he is her son...

...but he tells her, “Nahin dadi. Main Raj. Aapke Gajju ka beta!”

She tells her husband, “Dekho kaun aaya hai, tumhara pota.” But the grandfather says in anger...

...“Ab yeh kya lene aaya hai? 22 saal se iske baap ne baat tak nahin ki.” At this, the boy replies...

...“Wohi to karvaane aaya hun daadu.” He dials his father’s number and hands the phone to him.

His father apologises on the phone to which the grandfather replies, “Baap ko rulaega kya?”

Voiceover: “Kuch badhan atoot hote hain jaise...”

“...Airtel ka network. Desh ke har koney mein, aapke saath.”

The Five Players of Advertising

Advertiser

Advertising Agency

Media

Vendor

Audience

Characteristics of Effective Ads

To satisfy consumers’ objectives by engaging them and delivering a relevant message

To satisfy advertiser’s objectives and here they want the consumers to buy the products and services

Characteristics of Effective Ads

Strategy

Creativity

Execution

Current Advertising Issues

Interactive Advertising

Integrated Marketing Communication

Consumer Power

Globalization

Niche Marketing

Interactive Advertising

Interactive Advertising

Advertising and Social Responsibility

Ethical Issues

• Advocacy

• Accuracy

• Acquisitiveness

Key Issues in Advertising

• Puffery Ex: Sparsh (No Tears Bar)• Taste and Advertising Ex: Durex

(Happy Father’s Day)• Stereotyping in Advertising

(Women in Ads)• Advertising to Children (Freebies) • Advertising Controversial Products

(Tobacco, Alcohol etc.)

References

1. William Wells, John Burnett, Sandra Moriarty, Advertising – Principles and Practice, Pearson Education.

2. Rajeev Batra et al, Advertising Management Pearson Education.

3. Kenneth E. Clow et al, Integrated Advertising, Promotion and Marketing Communications, Pearson Education.

4. Rossiter and Percy, Advertising Communications and Promotion Management, Irwin McGraw-Hill.

5. Kleppner’s Advertising Procedure, McGraw-Hill.6. William F. Arens, Contemporary Advertising,

McGraw-Hill.

Additional References

1. Philip Kotler, Kevin Lane Keller, Marketing Management 12th Edition, Marketing Management, Pearon Education.

2. David Ogilvy, Ogilvy on Advertising, Reprint 1995, Priton Books Ltd.

3. M.G. Parameswaran, Brand Building Advertising, 2001, Tata McGraw-Hill Publishing Company Ltd..

Web References

www.adage.comwww.agencyfaqs.comwww.magindia.comwww.estrategicmarketing.comwww.adweek.comwww.businessweek.com www.mediaweek.comwww.brandweek.comwww.industryclick.comwww.salesandmarketing.comwww.oglivy.comwww.loweworldwide.com