Advt Mgmt-3

8/3/2019 Advt Mgmt-3

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Advertising A part of promotion mix

can be define as:

A paid form of

Non personal CommunicationFrom an identified sponsor

Using mass media

To persuade or influence audience

With a unique message.


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` Area based

` Brand

` Burst

`

Corporate` Covert

` Comparative

` Challenging

`

Direct` Emotional

` Financial


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` Gorilla

` Interactive

` Manipulative

`

Negative` Puffery

` Product

` Retail

`

Surrogate` Spoof

` Unethical


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Product-Related advertising:-

Informative advertising-This advertising figures heavily in theIntroduction stage of a product, where the primary objective is to

build demand.

Persuasive advertising- Persuasive Advertising figures heavilyin the Growth Stage of Product Life Cycle, where the companys

objective is to build selective demand for a particular brand.


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` Reminder advertising- This advertising is highly important in themature stage of the product to keep the consumer thinking about

the product.

-Fevicol campaigns act as a reminder form of advertising, bonding

Fevicol with consumers as the strongest Adhesive

Trade Advertising- It can classified into two categories:-

Retail advertising-

Wholesale advertising-


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Retail advertising- can define as covering all advertising

by store that sell goods direct to the consuming public.

Example- In & Out promotional techniques of retail

outlets.

Wholesale advertising- Wholesalers are, generally, not

advertising minded, either for themselves or for their

suppliers. They would benefit from adopting some of the

image making techniques used by retailers.


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Area based advertising:- There are three types ofthis advertising. They are as follows-

National advertising- This type of advertising is toencourages the consumer to buy their product wherever theysold. Advertising that is done in one nation only.

` Global Advertising: Advertising that is carried on for acompany or a product globally. Like- Im loving it was a globalad released by McDonalds

Local advertising-Advertising that is carried out in aparticular region or market.


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` Manipulative advertising:- "limits free and informed action."It issort of like convincing customers to purchase something, but it is

based on incorrect or inconclusive information.

` Surrogate advertising:- The advertisement comes with thesame music and punch line as the one for the popular liquor brand

telecast before the ban on liquor advertisements.

` Like- aap, main or Bagpiper". This Bagpiper club soda

advertisement, featuring cine celebrities, is similar to the earlier one

for Bagpiper whisky.


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` Unethical advertising:- Unethical advertising is when youpromise something you cannot deliver.

` For Example- In the fitness industry, you advertise that you

guarantee a weight loss of 50 pounds per month with your program.

You cannot possible deliver that to every person who comes intoyour gym.

` Covert advertising:- Covert advertising is when a product orbrand is embedded in entertainment and media.


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` Brand advertising: This advertising helps in the long-term buildup of a brand.

` HLLs ads forLUX,LIRIL, REXONA.

` Classified Advertising: This advertising gives informationdissemination about a sale.

` MID-DAYNEWSPAPER or TOI classified section.

` Promotional Advertising: This advertising informs anannouncement about a sale.

` ADIDAS offering 50% DISCOUNT


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` Advocacy Advertising: This advertising is used to publicize aparticular cause. All the social ads fall into this category.

` Drink, MORE MI LK(TV ad by FCB ULKA forNDDB) &AIDS

AWARENESSADS by Govt.

` Negative advertising:- emphasizes on negative

attributes of the competitors product instead of focusing

on positive attributes of own products.

exp.- Horlicks Vs. complain, Pepsi Vs Thumps up


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Puffery advertising:- In these ads superlative degree is used tocreate attraction.

Example- Gillettes punch line. The Best a men can get.

Financial advertising:- Ads taking only about finance relatedthings. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is an unconventional

way of performing promotional activities. Usually very funny orsubtle, its a great way to promote a business with a low budget and

generate buzz. But youll need lots of creativity.


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` Emotional advertising:- Ads directly hit consumers emotions.Example- Airtels advts

` Challenging advertising:- Ads directly or in directly challengeother company, brand or product.

` Corporate advertising:-


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` Burst advertising:- Ads dont have any above thing or sensebut creative ads. Example- Amul Macho ye to bada toing hai.

`

Silence advertising:- a commercial with little or no music willbe most effective with an elderly audience. If someone is doingother things while watching T.V. and all of a sudden they notice

there isn't any sound coming out of the television, their eyes will

likely jump up to the television and it's probably at that moment the

person will catch a glimpse of a company name, or a logo.


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` Spoof advertising:- When we promote our product onopponents ad strategy.

` Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.

` Direct advertising:-Aqua sure For demo Call 1800


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Advertising, can be used to address several broad

objectives including: building product awareness,

creating interest, providing information, stimulating

demand and reinforcing the brand. To achieve one or

more of these objectives, advertising is used to send amessage containing information about some element of

the marketers offerings.

For better understanding here we will discuss about

some basic and broad objectives of advertising.


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` To inform: This type of advertising is heavily used in thepioneering stage of a product category, where the aim is to buildprimary demand.

` Ujala commercial, where the ad talks about how different it is fromthe age old neel by talking about its solution contents and showing

how different your clothes look when washed with Ujala.

` To Persuade: when the product is in the competitive stage, wherethe companys objective is to build selective demand for a particularbrand.

`

Whirlpool ice magic positions itself as being a quick icemaker andwas the first one of its kind to use this as a marketing platform.


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` To Remind: when the product is in the maturity stage. They areintended to remind people to purchase your bran d.

` Thumps up, Coke, Pepsi ads all these ads no more are shown to

create awareness or persuasion because people are already aware

of their presence and already have chosen the brand of their choice.These are just reminder ads to keep the brand or the company fresh

in the minds of the consumers or have the brand top of mind.

` To Reinforce: It seeks to ensure the buyers that they have madethe right choice by purchasing your brand.

`

Hamara Bajaj advertisements make the owner of the two wheelersof Bajajproud of their possession by giving it a patriotic positioning


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` Launch of new product/service:- To inform consumers aboutnew product launching. exp- Parle Lite barbone .

` Expansion of market to new users:- To inform about

companys market expansion. Exp- India got Talent.

` Announcement of product modification:- To inform aboutproduct modification. Exp- Bajaj Pulsar.

` Announcement of dealers location:- To inform about placewhere the product is available. Exp- Strapsil. Now available in your

nearest general store.


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` Announcement of special offers:- To inform aboutlatest/special offers. Exp- Dettol combo offer 9Rs off.

` To educate the customers:- To tell about what are the benefits

from the product and how to use that. Exp- Aircels Pocket internet.

` To create social responsibility:- To make customer social.Exp- Padhega India tabhi to Badhega India .


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The advertisers are therefore, concerned with their impacton consumer awareness and attitude. The communicationeffect on sales may be presented in the following figure:-Communication Effect on Sales

` Awareness

` Attitude

` Trial

` Satisfaction

` Purchases or repurchase

Documents

Advt Mgmt-3