adsp - mid term

8/8/2019 Adsp - Mid Term

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Advertising And Sales Promotion


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Defining Advertising


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Advertising

Advertising is the business of forming opinions and preferences.

It is an art of persuasion. A circle of Influence.


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Advertising

Advertising is a form ofcommunication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon

products, ideals, or services.

It includes the name of a product or service and how that product orservice could benefit the consumer, to persuade a target market to

purchase or to consume that particular brand.

These brands are usually paid for or identified through sponsors and

viewed via various media.

Wikipedia definition


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For Next Session

Movie Trailers, DVDs, Inserts etc.

Read about the roles and functions of

advertising

WBM, Chapter 1.


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Four Key Pillars Of Advertising

Strategy:

Logic and planning behind the advertisement that gives it direction and reason.

Creative Idea:

The central idea, which engages, grabs and connects with the audience.

Creative Execution:

Final form of the communication the look, feel, colour, words, production etc.

Media:

The space which carries the communication. TV, Print, OOH, Internet etc.

Wikipedia definition


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Essence Of Advertising

Movie Trailers, DVDs, Inserts etc.

Creativity


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Company/Brand

?

Advertising Public

Relations

Direct

Marketing

Digital Retail WOM

Consumer/Recipient

Environment : Social, Economic, Political, Global, Cultural



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Company/Brand

One, Single Idea

Advertising Public

Relations

Direct

Marketing

Digital Retail WOM

Consumer/Recipient




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Case HBO Voyeur


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Case Obamas Campaign


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Tools Of IntegratedMarketing Communications

Advertising

Public Relations

Word of Mouth

Direct Marketing

Web Marketing

Retail MarketingTouch Point

CRM


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Types Of Advertising


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Types of Advertising

Brand Advertising

Retail or Local Advertising

Direct-Response Advertising

Institutional Advertising Business-to-business Advertising

Corporate Advertising

Surrogate Advertising

Comparative Advertising

Subliminal Advertising


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Who All Are Involved In Communication Process


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Participants in Communication Process

Advertiser

(client)

Advertising

Agency

Media

OrganisationsMarketing

Communication

Specialists

Direct Marketing

Sales Promotion

Interactive

Public Relations

Collateral

Services

Print Production

TV Production

Events

Model Agencies


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Advertiser

(client)

Advertising

Agency

Media

OrganisationsMarketing

Communication

Specialists

Collateral

Services

Marketing Head

Category Head

(Detergents)

BrandManager 1

(Ariel)

BrandManager 2

(Tide)

Executives Executives


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Advertiser

(client)

Advertising

Agency

Media

Organisations

Marketing

Communication

Specialists

Collateral

Services

AccountMgt. Strategic Planning Creative

Vice Presidents Vice President CreativeDirector

Account Directors

Account

Managers

Account

Executives

PlanningDirectors

Planners

Planning

Executives

Creative Group

Head

Art/Copy Team Art/Copy Team

Production


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Advertiser

(client)

Advertising

Agency

Media

Organisations

Marketing

Communication

Specialists

Collateral

Services

Vice President

Media Buying

Vice President

Media Planning

PlanningD

irectors

Media Planners

Media Planning

Executives

Media Buyers

Scheduling Executives


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Types Of Agencies

In-house

Agencies

Full Service

Agencies

Creative

Boutiques

Media Specialist

Agencies


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Agency Compensation

Media

Commission

Fixed Fee

Method

Fee-commission

Method

Cost Plus

Agreement

Incentive Based

Compensation


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How Advertising Works

The Facets Model of Effective Advertising


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Effective Advertising Creates Six Types Of

Consumer Responses

1. Perception

2. Cognitions

3. Affective/Emotion

4. Association

5. Persuasion

6. Behavior


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Consumer Responses

1.PerceptionPerception is the process by which we receive information though our five senses and assign

meaning to it.

When consumer s respond by selecting messages to which they pay attention, it is calledselective perception

The components of Perception

Exposure: Making contact

Selection and Attention : Creating stopping power

Interest and Relevance : Creating pulling power

Awareness: Making an impression

Recognition : Making a mental note


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Consumer Responses

2. CognitionCognition refers to how consumers respond to information, learn, and understand

something. It is a rational response to a message.

The components of Cognition

Needs: Matching product features to consumer needs

Information: Facts and features of the product

Learning : Creating understanding

Differentiation : Understanding the difference between competitive products

Recall : Locking information in memory


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Consumer Responses

3. The Affective Or Emotional ResponseAffective is something that stimulates wants, touches the emotions, and creates feelings

The components of Affective Response

Wants: Creating desires

Emotions: Affecting feelings

Liking: Creating positive feelings for the ad and the brand

Resonance: Appeal to self interest


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Brand World: Finding Brand Differences

Imagine you are flying over a country. That country is a brand. This exercise is like

writing a summary of that country (brand) . Usual things to write about are

What is the colour of the country.

What type of people live there. How do they look. What do they wear. How old arethey. What kind of music they listen to, what do the eat etc.

The whole idea of doing this is to get a picture canvas of the brand. It also helps

us in establishing how well differentiated one brand is from another.

Do an exercise with three motorcycle brands Harley Davidson, Yamaha, And

Royal Enfield

Do an exercise with Coca-Cola and Pepsi

Do an exercise with Nike and Puma


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Positioning


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The Game Of Perceptions

Who makes the best athletic footwear? Why?

What manufacturer makes the best use of technology in their

footwear?

Whose shoes are the most comfortable? Whose shoes are the best value?

Whose shoes would you not consider wearing?


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The Game Of Perceptions

Who makes the best mobile phones?

What phone manufacturer makes the best use of technology

in their phones?

Who makes the best business phones? Whose phones are the most stylish?

Whose phones are the best value for money?

Whose phones would you not consider buying?


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Positioning

Positioning has come to mean the process by which marketers try to

create an image or identity in the minds of their target market for

its product, brand, or organization. It is the 'relative competitive

comparison' their product occupies in a given market as perceived by the

target market.

Although there are different definitions of Positioning, probably the most

common is: "A product's position is how potential buyers see the

product", and is expressed relative to the position of competitors.


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Positioning

What most will agree on is that Positioning is something

(perception) that happens in the minds of the target market.

It is the aggregate perception the market has of a particular

company, product or service in relation to their perceptions of

the competitors in the same category.

It will happen whether or not a company's management is

proactive, reactive or passive about the on-going process of

evolving a position. But a company can positively influence

the perceptions through enlightened strategic actions.


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Positioning Concepts/Types Of Positioning

Functional positions Solve problems

Provide benefits to customers

Get favorable perception by investors (stock profile) and lenders

Symbolic positions Self-image enhancement Ego identification

Belongingness and social meaningfulness

Affective fulfillment

Experiential positions

Provide sensory stimulation Provide cognitive stimulation


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Positioning Statement

Also referred to as a brand strategy,positioning strategy, or brand positioning

statement, a positioning statement is a description of the core target audience to

whom a brand is directed, and a compelling picture ofhow the marketer wants

them to view the brand.

A well-constructed positioning statement is an invaluable means of bringing focus

and clarity to the development of a marketing strategy and tactics. How? Because

every decision that is made regarding the brand is judged by how well it supports

the positioning statement---from the brand name, the product itself, and

packaging, to advertising, promotions, etc.


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Elements Of A Positioning Statement

Target Audience: the attitudinal and demographic description of the core prospect towhom the brand is intended to appeal; the group of customers that most closely represents

the brands most fervent users.

Frame Of Reference: the category in which the brand competes; the context that givesthe brand relevance to the customer.

Benefit/Point ofDifference: the most compelling and motivating benefit that thebrand can own in the hearts and minds of its target audience relative to the competition.

Reason to Believe : the most convincing proof that the brand delivers what it promises.

Template for a Positioning Statement:

For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of

difference) because only (brand name) is reason to believe).


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Effective Positioning Statement

Criteria for Evaluating a Positioning Statement

Is it memorable, motivating and focused to the core prospect?

Does it provide a clear, distinctive and meaningful picture of the brand thatdifferentiates it from the competition?

Can the brand own it?

Is it credible and believable?

Does it enable growth?

Does it serve as a filter for brand decision making?


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Good examples of positioning statements identify the target customers, their

problem, your value proposition, and key competitors.

For [target end user]

Who wants/needs [compelling reason to buy]

The [product name] is a [product category]

That provides [key benefit].

Unlike [main competitor],

The [product name] [key differentiation]


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BMW

Positioning Statement: - 'BMW offers classy, high-

performance cars for the driving enthusiast, providing a better

driving experience than any of our competitors.

Tag Line: The ultimate driving machine


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