advertisingproject

7/29/2019 advertisingproject

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Advertising


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Advertising A shop wants to attract more customers or clear stocks, so

it decides to offer special discounts for a period.It advertises in the daily newspapers to inform the publicof its sale.

A company brings out a new product which is muchmore economical than the existing ones in its category.If the company cannot advertise the product, it wouldnever be able to enter the market. Any other form ofcommunication would be long drawn out and uneconomical.

The Government wants corporate, businessmen and salariedpeople to pay taxes. It advertises in newspapers, radioand television to reach the target audience.


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Who needs advertising?

Companies use advertising to:

inform people about their products and services

to make their brand names familiar to the public


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Companies use advertising to:

to give the company a personality which sets itapart from the others.

to remind customers about their brands at theright 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


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Governments and autonomous bodies useadvertising to:

Inform people about their policies

Promote birth control

Educate the masses on health care

Prevent panic during natural disasters

Dispel harmful rumours

Attract foreign investment



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Public bodies prefer to use professionaladvertising agencies because agencieshave the creative talent to explain

complex issues in a way which makesthem interesting, easy to understandand meaningful.

Examples: SBI, Bank Of India, LIC etc.



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What is ADVERTISING?

theactionofcallingsomethingto theattentionofpublic

WEBSTERs Dictionary


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What is ADVERTISING?

ADVERTISING is the delivery of themostpersuasive product

messageat theright time, intheright place, to theright

person, at the lowest possible costTodays Product/Brand Manager


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What reallyis Advertising? Paid form of non-personal communication about an

organization, product, service or idea from anidentified sponsor, using mass media to persuadeor influence an audience

The paid aspect of this definition reflectsthe fact that the space or time for an advertisingmessage must be bought.

The non-personal component means that advertisinginvolves mass media (eg. TV, radio, magazines,newspapers) that can transmit a message to largegroups of individuals, often at the same time.


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What reallyis Advertising?

The non-personal nature of advertisingmeans that there is generally no opportunityfor immediate feedback from the message

recipient (except in direct responseadvertising)

Therefore before the message is sent, the

advertiser must consider how the audiencewill interpret and respond to the message


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What reallyis Advertising?

Advertising is communication of

informationand values by an

identifiedsponsor

Advertising is the third partner in the

relationship between a consumer and aproduct/service.


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Importance of Advertising

There are several reasons why advertisingis an important part of the marketerspromotional mixes.

Firstly, it is very cost effective methodto communicate to a large audience.

Secondly, it helps create brand image andsymbolic appeal for the brand which is avery important for companies sellingproduct/services that are difficult to

differentiate on functional attributes.


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Importance of Advertising Another advantage of advertising is its

ability to strike a responsive chord withthe consumers when differentiation acrossother elements of the marketing mix is

difficult to achieve.

Popular advertising campaigns attractcustomers attentions and can help

generate sales. For example pepsis Oyebubbly, Mera number kab aye ga, AsianPaints Badiaya hai, Alpenleibe -Lageraho, etc


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Importance of advertising

The nature and purpose of advertising differs fromone industry to another and/or across situations.

The targets of an organization's advertising efforts

often vary as do the advertising role and function inthe marketing program.

For eg. One advertiser may seek to generate

immediate response or action from customers,another may want to develop awareness or positiveimage for its products or service over a longerperiod.


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Role of Advertising in Brand Promotion

Information and persuasion

Introduction of new brand or brandextensions

Building and maintaining brand loyaltyamong consumers

Creating an image and meaning for a brand


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The stages in consumer purchase process

Need recognition

Information search

Evaluation of options

Outlet selections

Purchase

Post purchase evaluations

How does advertising work?


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Awareness

Comprehension

Conviction

Action


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Awareness

Interest

Desire

Action


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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



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What advertising does is create awareness,interest, desire and drives the consumerto the shop.

For any advertising to be successful, it isessential that the service or product must besuperior or meaningfully different; certainly,at the very least, it must be at leastsatisfactory.

If it is a public message, then it must be a

credible proposition.


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Any amount of good creative advertisingcan never help in selling a brand or aproduct of inferior quality.

At the most advertising will help in

inducing a trial from the consumers,thereafter it is entirely on the qualityof the product or brand.


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Advertising

Some dos Advertising should be informative

Advertising should be entertaining Advertising should be involving
http://localhost/var/www/apps/conversion/tmp/scratch_7/BAJAJ%20HAMARA%20BAJAJ.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/60Sec.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Adidas%20Full%20Tension.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/Adidas%20Full%20Tension.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/60Sec.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_7/BAJAJ%20HAMARA%20BAJAJ.mpg


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Advertising

Some donts Advertising should never over claim any

benefit in a product or a brand.

Never try to put down or talk down yourconsumers in manner that will insult them.

Try not to compare your brand with acompetitor and try not to show yourcompetitor in bad light.


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Advertising

Some donts 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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Avis v/s Hertz (Rent-a-car)


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How is good advertising created?

Creating good advertising is to buildthe most meaningful relationshipbetween the Brand and its customers.

For creating meaningful advertising one

must know Why do people buy?


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Why people buy?

People buy a product because theyhave a need for it

I need a pressure cooker because I

have to lay food on the tableeveryday

People buy a brand because they havea relationship with it. I will buy a Hawkins Pressure Cookerbecause I can trust Hawkins.


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Types of benefits

a) 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 - Hawkinspressure cookercooks quickest withleast trouble andgreatest 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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Values oriented benefits

These appeal to the consumers deepest concerns, theirbasic drives as individual human beings.

There are only a few of them - power, security, social

acceptance, status, greed, sex, survival - and they are

very powerful.

Example - Owning the beautiful Toyota Corolla carmakes me feel special, a person clearly of a higher

status with a more refined taste


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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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What client expect from their advertising

Innovative solutions that Break through the clutter

Beat the competition, Stretch and magnify budgets

Different, Innovative

Great creative and media that offers full valueat prices at least as good, if not better, thanthe competition.

The most cost-effective and innovative way tosuccessfully reach and communicate with consumers.


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Biggest risk in advertising

SAFE CONVENTIONAL ADVERTISING IS THEBIGGEST RISK OF ALL

It doesnt get seen. It doesnt get remembered.

It doesnt cause any reaction.Safe advertising just lies there quietly, hoping

no-one will notice it. And no one does.

Half my advertising budget is wasted. The problem is

I dont know which half.

John Wanamaker, Advertising & Retailing Pioneer


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Should we take risks in advertising?

Yes, but wisely. Foolish risks are for fools

Smart businessman take only calculated risks

One can be smart by getting the basics right -defining target clearly, appealing to the right values,and creating a seamless fusion of product and user.


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T H A N K Y O U !!

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