ROLE OF ADVERTISING IN MARKETING

STRATEGY OF A FIRM

MEGHA GUPTA SHUBHI JAIN

BOROLINE.1950- tender face cream .

196o – BOROLINE for the skin , skin needs BOROLINE.1970 – BOROLINE has no substitute.1980- the hard working cream that protects your skin.1990 -The original, BOROLINE skin healthy skin.

WOW FACTOR!!!! BOROLINE works wonder..NOW--- wake up to a happy skin with BOROLINE

WHAT IS ADVERTISING?? Every day when we watch TV or read the

newspaper, we come across advertisements.

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

ADVERTISING AND MARKETING MIX Product – Packaging, tastes,

color,texture, aroma, style and design

Price- Above the line and below the line advertising. Eg. Micromax -40 crores below the line and 60 crores above the line .

CONTD…. Place

Promotion- on the basis of appeal like fear,

Humor, infomercials, creativity, competitive, offensive ,mobile advertising, internet, Bluetooth, Ambush advertising, film advertising.

POSITIONINGAdvertising is effectively employed to create a specific position for it’s product among many competitive products and services.

for ex: In cigarette advertising of different brands, positioning may be in regard to taste, or it’s strength; the third may positioned as a personalized product, and the fourth may be positioned as a perfect blend of taste and flavor.

Product Advertising is of three types: The PLC• Pioneering Advertising Competitive Advertising Retentive Advertising

Sales

BRAND POSITIONINGPositioning : Brand Image

Brand Personality

Brand Equity

Brand Franchise

REPOSITIONING If a brand does not reposition at

the right time, it may not get a second chance.

Example--- Iodex was almost the unassailable

leader for several years in the pain balm market but was forced to reposition itself by Moov, which made rapid strides. 

Robin Blue had a powder variant before Ujala

SEGMENTATION Geographical segmentation

Demographic segmatation-

Psychographic segmentation

Benefit segmentation

HOW TO TELL A LIE WITH ADVERTISING Some examples Fairever fairness cream – saffron

content to prevent melanin formation. This preposition was not substantiated.

HUL SUNSILK FRUITAMINS shampoo – external use of vitamins – could it nourish hairs . Claimed not substantiated.

Novartis –brand of disposable lens . These lenses causes no protein build up but protein build up is natural biological phenomenon . Itstarts even if disposable lenses are put.

EASE OF ADVERTISING Interactive advertising.- lays ,pepsi wats

ur way-awarded YOUNGISTAN OF THE DAY. Retro advertising – cadbury ,Smith n jones Social advertising- idea goes green, dabur

immune india campaign . Ambient advertising Pop advertising Spoof advertising Covert advertising –in film advertising Road block advertising Marketing research

RELATIONSHIP OF ADVERTISING WITH OTHER PROMOTION MIX…

RELATIONSHIP OF ADVERTISING WITH PERSONAL SELLING:

Advertisement in magazines and newspapers may provide leads and enquiries which salesmen can follow.

Salesmen may bring to the attention of his co. Dealers the help they receive in their marketing efforts from advertising.

Advertising build up brand preference though helping in making personal selling a lot more easier.

ADVERTISING WITH PERSONAL SELLING: Advertising aims at a group, i.e. mass while

personal selling aims at individuals. Salesperson can tailor the message

according to unique nature of each prospect. Measuring the effectiveness of advertising is

difficult, however not the case in personal selling.

People may skip an advt. But find it difficult to dismiss a salesperson.

Personal selling is inefficient for mass market producers but mass comm.. scores over it.

RELATIONSHIP OF ADVERTISING AND SALES PROMOTION Advertising predisposes a person favourably

for a product/ service /idea moving him towards its purchase. Sales promotion takes over this time.

Advertising informs, persuades, or reminds about a product or service.

Advertising make user aware of the kind of discounts, price offs, and other prizes that are available to them i.e. it strengthens the effectiveness of sales promotion.

The offers given to the customers are well designed that leaves a greater impact.

Helps in building customer loyalty.

ADVERTISING WITH SALES PROMOTION: Advertising offers a reason to buy, sales

promotion offers an incentive to buy. Advertising is more frequent and

repetitive in comparison. While advertising is termed ‘above the

line’ comm. , sales promotion may be termed ‘below the line’ comm. . The ultimate goal of all three is to sell products, services, reputations, projects, etc indeed everything and anything.

RELATIONSHIP OF ADVERTISING AND PUBLIC RELATIONS Both are closely allied. Managed by same people or agency or

departments. Advertising with Public Relations: Advertising has a greater role when we are

selling a tangible product. In a service industry however pr has a greater role, since the product is intangible.

Advertising and PR can’t replace each other. By PR we create a good image. Advertising is necessary to take advantage of that good image for actual selling.

PR has higher degree of credibility since it is not paid for.

RELATIONSHIP OF ADVERTISING AND PUBLICITY: “you can’t just put up your web site, open your

store, offer your service or manufacture a product and then not do anything to attract customers!"

Here advertising is important it Provides a base for publicity.

Advertising with Publicity: Advertising is openly paid for but not publicity. Presentation is programmed. Marketers have less control over publicity than

they have over advertising. Publicity can both be negative or positive.  

THANK YOU