Advertisment Concept

Advertisment DefenitionAdvertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them..Scope of AdvertisingIncrease in ad functionsAd for attracting and supporting middlemenIncrease in commercial adsGrowth in mediaIncrease in industrializationIncrease in level of competitionIncrease in readership and viewership

ObjectivesDescribe the nature and types of advertising.Explain the major steps in developing an advertising campaign.Identify who is responsible for developing advertising campaigns.Recognize the tools used in public relations.Understand how public relations is used and evaluated.OBJECTIVES OF ADVERTISING Informative advertising Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause. Persuasive advertising Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause. Reminder advertising Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public. Advertisers coordinate advertising objectives with the products stage in the product life cycle.

Functions of advertisingPrimary functionsSecondary functionsSocial functionsPrimary functionsCreates demandAnnounces for new product or servicePromotes new uses of the productInforms about changes in product, price placement Helps in the usefulness of the product and method of using it.Announces special offers and schemesReminds usersCreate brand preferenceHelps to neutrilise competitors advertisingit6Secondary functionsHelps to boost the morale of salesmen and employeesSupports salesmenReaches customers left by salesmenHelps to procure better employeesAnnounces location of dealers and stockists and supports themSocial functionsHelps to improve standard of livingCrete awareness among rural placesCreates awareness about dangerous diseasesHelps to circulate important government notificationsOther social functionsPrinciples of AdvertisingEstablishing an ObjectiveSell to the ObjectiveDesigning the AdEvaluate the Ad9Establishing the ObjectiveMain selling idea should be aimed at the objective.Support the main selling idea with all elements of the adHeadlinesVisualsCopy10Sell to the ObjectiveSell the merits of the Product or Service

11Designing the AdDesign for Easy ReadingSolve a problemCall to actionDont try to cram everything inDont overfancify your design

Avoid:Dark backgroundsSmall headlinesDifficult to read fontsUnrelated images

12Designing the AdIllustrate your product in useShow what the product can do for the readerAvoid static graphics showing whole lines of productsAvoid Humor and Shock valueYoure probably not as funny as you think you areHumor or shock almost never works toward your objective13Evaluate the AdRepeat a Successful Ad; Drop an Unsuccessful One

Dont Blame Ad Placement for Poor Performance

L14Social, Economicand Legal Implications of advertisementsIts about applying marketing and avertising principles to promote health and social issues and bringing about positive behaviour changeIts nonprofit for the organization Ex like the druge free partnership for america and the center for disease control have been engaging in for yearsIn recent times, the word 'Advertising' has become a fiercely mooted topic. Advertising has positive as well as negative, social and economic impacts on our society. Considering advertising as a public welfare is a positive social impact whereas exposing women as a sex tool comes at the negative side. As far as economic factors are concerned, funding for the media and stimulating an active and competitive economy, are the major examples.

Assorted techniques are enforced for persuading consumers that they want the product which is being advertised. These techniques usually give attention to the benefits that would be brought to the consumers rather than focusing on the actual products. For instance, an automobile advertisement adverting the mechanical attributes of a vehicle, most likely concentrates the exhilaration, reputation and social progression it may bring to the buyer. This swarming advancement is habitually sexual, or involving the opposite gender to attract the consumers with the glamorous women/men's fancy car.

There are various blames that advertising is causing a negative social impact on the lives. The chief unfavorable judgment for advertising is that it hales the public to buy things that they are not their real want. It is arrogated that advertising plays with emotions and encourages people to think that buying and depleting are the activities of life.According to advertisers, they state that people are capable enough to set their mind and no one can force them to buy anything which they dislike or which they think is not a necessity. Advertisers also think that there are positive impacts of advertising on our society and culture. For example, it can be used to generate awareness among the public that which product is OK or to which they should say NO. In other words, advertising also acts as an educator in the sense that it educates people what is good and what is bad for them and puts a ceiling on the harmful products like smoking and drinking etc.

There are not only social benefits of advertising, but it also has some economic advantages. Without advertising, the media, including newspapers, television and radio would never be much strong. Advertising provides revenue for commercial media which would otherwise need to be funded by the actual consumer of these mediums. So, we can see a major economic infrastructure based around advertising, in which the big companies fund and subsidize the commercial media by the way of advertisements.The major economic negative aspect of advertising is that it boosts the price of goods and services. The source of this contention is that, when organizations subsidize the mass media with advertising, we, the purchaser, subsidize advertising by compensating a grossly increased price for heavily advertised goods and services. An easy example of this is that a bottle of Pepsi or Coca -cola generally costs two to three rupees for production while the market price of the product would be ten rupees. The fact behind this is that the remaining proportion goes in heavy advertising in television and print media.

So, the impact of advertising on our society is in a jumble form, depending on the functions and implementations of numerous campaigns. Our society and the marketing of products depend very badly upon advertising. The companies have become much dependent of advertising that even its negative impacts can never outweigh the many positive social and economic effects

Social implicationTargeting children in advertisingSince children are innocent and easy to influence Advertisment take advantage of this fact to influence their thinking towards specific productsPromotion of materialism through advertismentThe Economic Impact of AdvertisingAdvertising accounts for 2% of the USs GDPThe level of advertising investment in a country is directly proportional to its standard of living.*Advertising sets up a chain reaction of economic eventsThe effect is like a breakshot in billiards: hard to predict, affecting many.

2-24Economic implicationsUse the celebrities in advertisementIncrease price of the product

The Effect on the Value of ProductsAdvertising gives brands added valueAdvertising creates associations that help consumers satisfy needs & wantsFTC/Supreme Court: Advertising increases competition & helps lower pricesAdvertising can stimulate demandAdvertising doesnt restrict competition

2-26The Effect on PricesImportant points on advertising costs & pricingAdvertising is a small part of a products cost.Advertising enables mass-production, which lowers the cost per unit of products.Regulated industries see no price increase associated with advertising. When deregulated, advertising often causes lower prices.In retail, advertising contributes to both higher & lower prices.2-27The Effect onConsumers & BusinessesPrimary Demand for a product categorySecondary Demandfor a specific brand

2-28Legal implicationUse of comparative advertisment

U.S. Regulatory Advertising IssuesFreedom of Commercial SpeechCommercial speech is protected.The Tobacco IndustryAdvertising to ChildrenAdvertising should not intentionally deceive children.Consumer PrivacyIncreased interactive advertising has made this a growing consumer concern.

2-30Setting Objectives of advertising

31Advertisement Agencies and Selection & Remunerationswhat agencies do.structure & organizationand how theyre organizedto do it. primary services: complete a marketing analysis develop an advertising plan prepare a creative strategy develop and implement a media plan handle billing and payments integrate other marketing communications4 functions of full-service agencies account management creative media planning and placement researchaccount management Connenct the agency and client responsible for understanding... the clients business the clients marketing needs strategy development representing client point of view within the agencycreative department responsibility

the creative department is responsible for creating and producing the print and broadcast advertising strategy is key good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayedcreative department executive & group creative directors creative director associate creative director copywriters art directors broadcast producers print production managers traffic coordinators

media department The media department has two main functions - planning and buying. The planning group handles more strategic marketing and media issues. The buying group handles media negotiations and implementation.media department media director associate media directors media supervisors media planners media buyers media analysts

MediaPlanresearch department Explain market environment gather and analyze research data. primary and secondary techniques determine consumer needs/perceptions understand problems advise how ads can meet strategic goals help find solutions

ResearchReport research director research project managers research assistants outside research specialistsresearch department

ResearchReport agency functions strategy/creative review board office management human resources legal services accounting recruitment3 ways agencies make money commissions usually 15% of gross costs fees usually based on negotiated hourly rate incentives still relatively new and problematic usually based on performance goalsagency commissions media commission system 15% media commission adjustable commission rates negotiate to match client budget sliding scale markups-production & service add a percentage markup to costs 17.65% of net = 15% of gross4 types of fee systems fixed fee (retainer) cost-plus fee performance fee hybrid fee & commission

Advertising CampaignDefinitionAn advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.

An Advertising Campaign is a series of advertisements [consumer communications] and the activities that help produce them, which are designed to achieve interrelated goals. ..Donald ParenteCampaigns are governed by the following parametersIdentifying the problemThe budgetPretestingTarget audienceMedia selectionThe languageThe visual and the copyTiming and durationEffect on salesThree phases of campaign creation1.Strategy development phasedecide the objectives and contents of communication. analyzing the research data and positioning the brand right strategy and creative campaign is a winning combination.if you want to catch fish, you have to think like fish. If you want to catch a consumer, you have to think like a consumer.2.Advertising brief to the creativeClient has to brief the agency about how to create the advertisement.Success or failure of the advertisement is largely dictated by the brief.

3.The creative phaseThe strategist has to leap from a single uni-directional idea into an advertising idea that will add value to the product/brand.51

ZooZoos were conceptualized by the Ad agency O&M for the latest Vodafone Ad campaigns. ZooZoo characters though they look like animated characters are actually played by real people. The real people are dressed in white outfits. The sets have been constructed by shadows created by spray painting.

TOP 10 ADVERTISING CAMPAIGNS1.Volkswagen, "Think Small", Doyle Dane Bernbach, 19592.Coca-Cola, "The pause that refreshes", D'Arcy Co., 19293.Marlboro, The Marlboro Man, Leo Burnett Co., 19554.Nike, "Just do it", Wieden & Kennedy, 19885.McDonald's, "You deserve a break today", Needham, Harper & Steers, 19716.DeBeers, "A diamond is forever", N.W. Ayer & Son, 19487.Absolut Vodka, The Absolut Bottle, TBWA, 19818.Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 19749.Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 195710.Avis, "We try harder", Doyle Dane Bernbach, 1963