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ADVERTISING Any paid form of non-personalpresentation & promotion of ideas,
goods or services by an identifiedsponsor
mostly used by business firms,non-profit organizations,professionals, social agencies
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ADVERTISING
OBJECTIVES
A specificcommunication tasktobe accomplished with a
specific targetaudienceduring a specific periodoftime.
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ADVERTISING
BUDGET depends on its stage in the product
life cycle and market share.
New Products typically need largeadvertising budgets to build
awareness & to gain consumertrial.
Mature Brands usually require
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SETTING ADVERTISING
BUDGET More Competitive Brands in a market
with many competitors and high
advertising clutter must be advertisedmore heavily to be noticed above thenoise in the market.
Undifferentiated Brands may requireheavy advertising to set them apart.
Differentiated Brands : For suchproducts, advertising can be used to
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DEVELOPING
ADVERTISIING STRATEGY Creating Advertising Messages
Selecting Advertising Media
Media Planning function & creatingthe message are equallyimportant.
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CREATING ADVERTISING
MESSAGES
Advertisement cannot succeed
unless it communicates well &gains attention.
Good advertising messages areimportant in existing costly &
cluttered advertising
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BREAKINGBREAKING
THROUGHTHROUGHTHETHE
CLUTTERCLUTTER
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STRATEGY Identify customer benefits
Example: Head & Shoulder compelling creative concept
Example:Safeguard Antibacterial Soap Creative concept may emerge as
a visualization a phrase a combination of two
Advertising appeals should havefollowing three characteristics
Meaningful Believable Distinctive
Example: Colgate Toothpaste
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EXECUTIONAny message can be presented indifferent execution styles, such as
Slice of Life Lifestyle Fantasy Mood or Image
Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement
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SLICEOF LIFEExample:
Tang Instant Drink
LIFE STYLEExample:Ads of Yamaha, Honda,Suzuki etc
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FANTASYExample: PONDS Dream Flower Talcum
Powder
MODEL OR
IMAGEExample: Pantene
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MUSICALExample: Telenor Talk Shawk
Sunsip Ka Limopaani
PERSONALITY
SYMBOLExample: Dentonic Tooth Powder 7up
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EXPERTISEExample: Haleeb Milk Pack
Nido
Example:Dettol an AntibacterialSoap
HarpicPower
CIENTIFIC EVIDENCE
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EVIDENCE OR
ENDORSEMENTExample:
Lux Beauty Soap
Lifebuoy Germ Buster
Pert Plus
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EXECUTION
Advertiser must choose a tone for the ad.Example:Nokia Mobile Phone
Advertiser must use memorable andattention getting words in the ad Example: Habib Cooking Oil---- Format elements make a difference in an
ads impact as well as in its cost. A
reader notices the Illustration Headline CopyExample: Surf Excel
Moreover these three elements must
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ADVERTISING
MEDIA1. Deciding on reach, frequency
and impact
2. Choosing among major media
types
3. Selecting specific media
vehicles
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FREQUENCY &
IMPACT REACH
FREQUENCY
MEDIA IMPACT
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AMONG MAJOR
MEDIA TYPES Major media types are: Newspapers Television
Direct mail Radio Magazines Outdoor Internet
Factors influencing media choices Media Habits of Target Consumers Nature of the Product Advertising Cost Media Impact Media Multi-Taskers
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SPECIFIC MEDIA
VEHICLES cost per thousand personsreached by a vehicle.
costs of producing ads fordifferent media.
media cost measures against
several media impact factors like Audience Quality Audience Attention Editorial Quality
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MEDIA TIMINGS
Continuity
Pulsing
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ADVERTISING
Communication effect
Sales effect
S G
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ADVERTISING
CONSIDERATIONS
Organizing for advertising
International advertising
decisions
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if your trade promotion rupees,if your trade promotion rupees,arent building your brand, whatarent building your brand, whatthe hell are they building??the hell are they building??
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SALES PROMOTION short-term incentives to encourage the
purchase or sale of a product or service
Unlike advertising offers reasons to buy aproduct or service, sales promotion offers
reason to buybuynownow!!
constitutes wide variety of promotion
tools designed to stimulate
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RAPID GROWTH OF SALEPROMOTION
..targeted toward final buyers, retailers
and wholesalers, business customers, andmembers of the sales force
Pressure on project managers to increase
sales
Competition faced by companies
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SALES PROMOTION
OBJECTIVES consumer promotions
Trade promotions Sales force
Sales promotions are usually usedtogether with advertising, personal selling,or other promotion mix tools
Build long-term customer relationships..customer relationships.. byeither sales promotion oreven price
promotions
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DEVELOPING THE SALES
PROMOTION PROGRAM
The size of the incentivesize of the incentive
Conditions for participationConditions for participation Promote & distributePromote & distribute the promotion
program itself..!
Length of the promotionLength of the promotion EvaluationEvaluation : effecttiming of demand OR
total demand
SurveysSurveys
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Major SalesPromotion ToolsConsumer PromotionConsumer Promotion
ToolTool
Trade Promotion ToolsTrade Promotion ToolsBusiness PromotionBusiness Promotion
ToolsTools
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The main consumer
promotion tools include SamplesSamples
Price PacksPrice Packs PremiumPremium
Advertising SpecialtyAdvertising Specialty
Patronage RewardPatronage Reward Contests, Sweepstakes, GamesContests, Sweepstakes, Games
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SAMPLE
A small amount of a productA small amount of a product
offered to customers for trial..offered to customers for trial..
e.g. cosmeticse.g. cosmetics
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PREMIUM
Good offered either free or atlow cost as an incentive to buy
a product..
Advertising
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Advertising
Specialty
Useful article imprinted with anadvertisers name, given as a giftto consumers..
Patronage
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PatronageReward
Cash or other awards for theregular use of a certain companysproducts or services.
S t k
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Sweepstakes,
Games Promotional events that give
consumers the chance to winsomething such as cash, trips, orgoods by luck or through extra
effort.. E.g. Jazz
TRADE PROMOTION
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TRADE PROMOTION
TOOLS persuade resellers to carry a brand, give it
shelf space, promote it in advertising, andpush it to consumers.
Many of the tools used for consumerpromotions contests, premiums, displayscan also be used as trade promotions.
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Trade Promotion
Tools
DiscountDiscount
A straight reduction in priceA straight reduction in price
or purchases during a statedor purchases during a stated
period of time.. e.g. Ramadanperiod of time.. e.g. Ramadan
offersoffers
AllowanceAllowance
Promotional money paid byPromotional money paid by
manufacturers to retailers inmanufacturers to retailers in
return for an agreement toreturn for an agreement to
feature the manufacturersfeature the manufacturers
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BusinessPromotion Tools
used to generate businessleads, stimulate purchases,
reward customers, andmotivate salespeople.
includes many of the same
tools used for consumer or
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Business Promotion
Tools
Conventions & Trade Shows
Sales Contests
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PUBLICRELATIONS
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Let me ask you something.
How would you feel if all your phoneconversations last night were secretly
taped and made public today??
DEFINING THE TERM
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DEFINING THE TERMPR
It can be defined as:
building good relations withthe companys various publics byobtaining favorable publicity,building up a good corporateimage and handling or heading offunfavorable rumors, stories andevents.
FUNCTIONS OF PR
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FUNCTIONS OF PRDEPARTMENT
PRESS RELATIONS OR PRESSAGENCY:
e.g advertising in the
paper or having press releases
FUNCTIONS OF PR
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FUNCTIONS OF PRDEPARTMENT
PRODUCT PUBLICITY
e.g advertisements PUBLIC AFFAIRS
LOBBYING
e.g the scenario when theimport of cars was delayed
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ROLE OF PUBLIC
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ROLE OF PUBLICRELATIONS
promotion
build and maintain relations
rebuild interest
IMPACT OF PUBLIC
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IMPACT OF PUBLICRELATIONS
Has a strong impact on people
lower cost usually gives spectacular results
e.g. the pre launch hype aboutDJUICE
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MAJOR PR TOOLS
A public relation manager uses
various tools> news
> speeches
> special events> buzz marketing
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MAJOR PR TOOLS
> Mobile marketing
>
written materials> Audiovisual materials
> Corporate identity materials
> companys website> Contributing to Public Service
Activities