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8/7/2019 ADVERTISING MANAGEMENT ppt1
http://slidepdf.com/reader/full/advertising-management-ppt1 1/25
Presented by:
Akshara Srivastava
8/7/2019 ADVERTISING MANAGEMENT ppt1
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h Any paid form of nonpersonal presentation
h and promotion of ideas, goods, or
h services by an identified sponsor.
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h Pervasiveness
h Amplified expression
h Impersonal
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Advertisements are important for:
h Making the products standardized
h Products aimed at large markets
h Easily communicating the features of
product.
h Products high in price
h Products which are new
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h Mission
h Money
h Message
h Media
h Measurement
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SETTING THE OBJECTIVE
DECIDING ON THE ADVERTISING BUDGET
DEVELOPING THE ADVERTISING CAMPAIGN
DECIDING ON MEDIA
EVALUATING ADVERTISING EFFECTIVENESS
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Classified according to the aim
h Informative advertising
h Persuasive advertising
h Reminder advertising
h Reinforcement advertising
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Factors to Consider in Setting an Advertising
Budget
h Stage in the product life cycleh Market share and consumer base
h Competition and clutter
h Advertising frequency
h Product substitutability
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1.Message generation and evaluation
2.Creative development and execution
3.Social responsibility review.
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Creative Brief
h Positioning statement
h Key messageh Target market
h Objectives
h Key brand benefits
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Televisionh Advantages
h Reaches broad spectrum of consumers
h
Low cost per exposureh Ability to demonstrate product use
h Ability to portray image and brand personality
h Disadvantages
h
Brief h Clutter
h High cost of production
h High cost of placement
h Lack of attention by viewers
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Print Adsh Advantages
h Detailed product information
h Ability to communicate user imageryh Flexibility
h Ability to segment
h Disadvantagesh Passive medium
h Clutter
h Unable to demonstrate product use
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Radio adsh Advantages
h Ads are relatively less expensive to produce and
placeh Flexibility
h Short closing
h Disadvantagesh Passive medium
h Lack of visual image
h Unable to demonstrate product use
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h Drugs and cosmetics act-1940
h Drugs and magic remedies act 1954
h Advertising code-Advertising standardscouncil of India
h The monopolies and restrictive trade
practices act-1969h The consumer protection act-1986
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h Reach
h Frequency
h Impact
h Exposure :E = R * F[Gross rating point GRP]
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Following variables are considered while
making the choice for media
Target audience media habit Product characteristics
Message characteristics
Cost
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h Buyer turnover
h Purchase frequency
h Forgetting rate
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Communication effect research- called
copy testing. There are three major methods
of pretesting.h Consumer feedback method
h Portfolio test.
h Laboratory test
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SalesSales--effect researcheffect research
SHARE OF EXPENDITURE
SHARE OF VOICE
SHARE OF MIND AND HEART
SHARE OF MARKET
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h Sales promotion
communication
Incentive Invitation
h Public relation
High credibility Ability to catch buyer off guard
Dramatization
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h Events and experience
Relevant
Involving Implicit
h Direct and interactive marketing
Customized Up-to-date
Interactive
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h Word of mouth
Credible
Personal Timely
h Personal selling
Personal interaction Response
cultivation
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THANK YOU