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7/28/2019 Advertising & Sales Promotion Management
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What is ADVERTISING ?
“ the action of
calling
something to the
attention of
public”.
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“ ADVERTISING is the delivery of themost persuasive product message at
the right time, in the right place, to
the right person, at the lowestpossible cost”
Today’s Product/Brand Manager
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Paid form of non-personal communication
about an organization, product, service or
idea from an identified sponsor, using mass
media to persuade or influence an audience.
DEFINITION FROM BOOK
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to give the company a “personality” which sets it apart from the others.
to remind customers about their brands at the
right time and right place
to tell the public about improvements in products
to help their sales force to be more effective
to reinforce customer confidence in his/her purchase
Advertising use to:
inform people about products and services
to make brand names familiar to the public
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Importance of Advertising It is very cost effective method to communicate to a large
audience.
It helps create brand image and symbolic appeal for thebrand which is a very important for companies selling
product/services that are difficult to differentiate on
functional attributes.
Advertising creates awareness, interest, desire and drives
the consumer to the shop.
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Popular advertising campaigns attract customers
attentions and can help generate sales.For example : Ye dil maange more
Connecting People
The Best A Man can get
Daag Acche Hain
Desh Ki Dhadkan
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Role of Advertising in Brand Promotion
Information and persuasion
Introduction of new brand or brand extensions
Building and maintaining brand loyalty among consumers
Creating an image and meaning for a brand
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How does advertising work?
Awareness
Comprehension
Conviction
Action
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Types of benefitsa) Objective benefits
b) Subjective benefits
c) Values-oriented benefits
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Objective benefits
These are tangible, physical and measurable These are in the product
They are what you get by using it
Example - “Hawkins
pressure cooker
cooks quickest with
least trouble and
greatest safety”
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Subjective benefits
These are in the consumers mind These are perceptions. These are what the
consumer believes she will get as a result of
the objective benefit.
Example - “ Cooking with
Hawkins will make mefeel that I am fulfilling
my role as a wife better”
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Classification of Advertising Advertising in the consumer market
- National Advertising
- Retail/Local Advertising
- Brand Advertising
- Primary/Secondary demand advertising
- Political Advertising - Directory Advertising
- Direct-Response Advertising
- Public Service Advertising
- Interactive Advertising
Advertising to Business & Professional markets
- Business to Business Advertising
- Professional Advertising
- Trade Advertising
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Hierarchy of effects
100% target audience
75% aware of the product
50% show some interest in the product
30% preferred the product
25% tried the product
15% Repurchase
How does advertising work?
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Some do’s
Advertising should be informative.
Advertising should be entertaining.
Advertising should be involving.
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Some don’ts
Advertising should never over claim any benefit in a product
or a brand.
Never try to put down or talk down your consumers in
manner that will insult them.
Try not to compare your brand with a competitor and try
not to show your competitor in bad light.
In case you do any comparison with your competitor or
show your competitor it should be done in a intelligent and
tactful manner that such that it is memorable and not in bad
taste.
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Be Clever and Creative
Attract people and represent the brand in a positive way.
A clever ad represents a clever company.
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Speak Loudly
The louder you talk,
the more people hear
you.
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Don’t make them think ( too much)
You need to get the message across in a clever way, but it
shouldn’t make people think too much. A person should know
what the ad is saying as soon as they look at it.
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Colors that pop but make sense
Colors should work with the feeling of the brand
and environment in which the ad is being placed.
Appeal to the targeted people through color, butdon’t make the colors distracting.
For a “fun” brand, use a collaboration of bright
colors. If the ad is more serious, possibly use a moresimple color scheme.
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Be informative
Every advertisement must convey a message. Ads visually
represent a message.
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Stand out and Be Memorable
Your ad should be unique, memorable and
completely different than anyone else. Be original.
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Give off a Feeling
Someone should be able to tell the company’s tone by
looking at an ad.
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Show Not Tell
Try using a more visual
way of representing a
concept instead of text.
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Use Humor : Use a Metaphor
Humor is a useful technique for attracting people to an ad.
Metaphors can be a great way to add humor.