4-chapter 4. advertising trinity

8/10/2019 4-Chapter 4. Advertising Trinity

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ADVERTISING TRINITY


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ADVERTISING TRINITYThere are 3 parties to the advertising business

1) CLIENTS:THE ADVERTISERS

The main objectives for advertising campaigns within organizations

marketing strategies include:

- Developing a brand image

- Developing a corporate image

- Defending market share

- Encouraging trial particularly important for new and re-launched

products- Publicising a sales promotion to generate sufficient interest

- Countering hostile criticism (negative press or television coverage

may be muted or even drowned out by heavy advertising spending


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- Changing public attitude or behaviour (such outcomes are sought

in public service campaigns such as those to encourage road safety)

- Certain awareness (for durable goods, this is important as

purchases may only be made infrequently, so it is important to

ensure that a brand name is top of mind when the time arrives to

make the purchase

- Testing a medium, offer or particular creative treatment (by the

use of split runs in press or regional exposure on television ,

particular advertisements can be addressed for their effectiveness

prior to a national or full campaign) to reassure customers of thewisdom of a purchase (particularly those for durable goods)

- Identifying the target market to consumers ( by showing what sort

of people are the intended customers of the product)


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2) ADVERTISING AGENCY

Although the advertisements may be prepared in-house

but still most of the companies depend on the advertising

agencies. These are the organisations which makes creative

and media decisions on behalf of their clients. The well

known ad agencies in India are JWT (formerly HTA),

O&M, Rediffusion DY&R, Bates, Leo Burnett, Madison.

The following are the factors that differentiates a

successful ad agency from others.

- The type of agency and the breadth of services required

- The agency size, depth and strength in terms of financial

and creative abilities


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-The current and past profile of the agency in terms ofinnovativeness and impact of the campaigns

- The reputation of the agency

- The areas of specialist expertise of the agency

- The nature of pitch and their understanding of clients- The cost effectiveness of the campaigns

- Their interest of the industry trends

3) MEDIA


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Types of Advertising

Personal Advertising Advertisements that are placed by individuals

with a specific purpose, such as matrimonial,

situations wanted, sale of house hold goods or

obituaries.

Vacancy or appointment

advertising

Advertisements that detail situations/jobs

vacant. Placed either by the employer or

placement agencies, without naming thecompany.

Consumer/Product

advertising

Advertisements that aim at giving a positive

image to a brand of consumer products.

Retailer Advertising Advertisements that are carried out in local

markets by organisations and businesses to

promote sales or increase consumer traffic.

Trade advertising Company advertisements that are aimed at the

supply/distribution channel.


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Business to business

advertising

Advertising that is aimed at wholesale buyers of

goods and services generally companies. This

kind of advertising is also known as industrial

advertising.

Institutional

Advertising

Advertising that promotes a companys mission

and philosophy.

Service Advertising Advertising that is aimed at publicising services

such as advertising by hotels, airlines, insurancecompanies, telecommunication services.

Financial Advertising Advertising aimed at selling financial products

such as bonds, debentures and fixed deposits.

This kind of advertising is done when companies

decide to collect money from the primary

market.

Advocacy Advertising Advertising that aims at convincing various

sections of the public to accept an organisations

position on certain issues.


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Educational

and NGO

advertising

Advertising by educational institutions aimed at students

concerning the choice of courses is called educational

advertising. NGO advertising refers to advertising by non

governmental sectors espousing various causes aimed at

gaining support.

Generic

advertising

Advertising that does not talk about a particular brand but

a category of products such as gold and diamonds.

Comparative

Advertising

Advertising that makes direct or indirect comparisons

between brands, implying that one brand is better than

the other.

Political

Advertising

Advertising by various political parties during elections.

Such advertising either talks about the political agenda of

the sponsoring political party or aims at deriding theopposing political party.

Surrogate

Advertising

Surrogate advertising refers to the strategy used by

companies and advertisers to promote a product

clandestinely because the law of the land may not permit


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TVCTelevision Commercial Formats

TV attracts around 45% of the total advertising spend in India, by most

of the big advertisers. Television is and has been regarded as the most

powerful audio-visual communication tool in advertising. Formats here

refer to the type or nature of the commercial. Some of the most popularformats used by advertising agencies in India are:

1) PROBLEM-SOLUTION FORMAT: Generally the TVC showcases

a problem faced by a central character likeworry, fear, discomfort ordissatisfaction. Next comes in the solution provider, in form of the

product or individual who would use the product.

Example:The TVCs of Iodex, Surf, Cherry Blossoms.

2) SLICE OF LIFE FORMAT: Such TVCs' are often vague in terms

of sequence but depict a real life scenario experienced by the target

audience in day-to-day life. The Product or service is introduced in the

background as a part of the happening.

Example:Reliance RIM Campaign, Fevicol - Bus in Rajasthan


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3) DEMONSTRATION FORMAT: It involves demonstrating the

usage and effect of product, in real life situation. Such commercial

formats are used for cleaning, hygiene and medical products and

services.

Example:Toilet Liquids, Utensil cleaning bars etc. (RIN, Harpic etc.)

4) TESTIMONIAL FORMAT: This kind of format aims atinfluencing a customer through third party endorsement. It involves

running interviews of people who have already used the product and are

satisfied with it.

Example:Surf "Lalitaji", Colgate "IDA Certification", Horlicks etc.


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5) COMEDY OR TRAGEDY: These are one of the most

frequently used formats in both Television and Radioadvertising. It ensures that the audience would stick to the

commercial till the plot is over. Some of the most famous

commercials are commercials with comic or tragic plots.

Example:Fevicol "Ek tapakti boondh aapki kismet badal

sakti hein" , Chloromint "Dubara mat puchana" etc.

6) ANIMATION: The trend of Animation has recently

caught on very well in India; it helps in breaking the clutter

and generates high recall due to its unusual nature. It'sgenerally carried out for either product related to kids or

products which are not easily recognized.

Example:Amaron Batteries, Hero Honda Bike etc.

4-chapter 4. advertising trinity

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