chapter 14 - imc presentation

8/3/2019 Chapter 14 - IMC Presentation

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CHAPTER 14: Advertising: The

Awareness Builder

Course: IMC


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Presented by

Ridwan Rahman, ZR 31Sharjil Haque, ZR 45

Tasmia Tasbih Nova, RQ 58


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Advertising

Advertising is a form of communication used

to persuade an audience/consumers to take action with

respect to products, ideas, or services.

Adds value to brand by influencing consumers

perception

Effective advertising can lead to increased market

share and greater profitability


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6 Characteristics ofMass Media Advertising


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Impersonal

Aimed at groups of people, not

individuals

One-Way

Media used cannot carry messages

back from the customers to the

company


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Planned Message

Message can be created and controlled

by the advertiser to communicate a

precise idea

Sponsored

Sponsor of the advertising message

wants to be identified


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Paid

Media companies are paid for their time

and space to carry out advertisers

message

Influencing Behavior

When effective, advertising influences

attitudes and behaviors for current/new

customers


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Function of Mass MediaAdvertising


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Main Function: Building Brand

Awareness


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Persuade

Remind

AddValueOtherEfforts

Inform Makes consumers aware of

new products

Informs them about specific

brands

Educates them about

particular product features& benefits


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Inform

Remind


Persuade

Persuade customers to try

new products, brands &

services

Create demand for entireproduct category

Build secondary demand


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Inform

Persuade


Remind

Keeps companys brand

fresh in consumers memory

Create top-of-mind

awareness


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Inform

Persuade

Remind

OtherEffortsAdd Value

Innovation

Improving quality

Altering consumer

perceptions


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Inform

Persuade

Remind

Add Value

OtherEfforts

Delivering sales promotions

Assist sales representatives

Pre-sell products

Provide salespeople with

valuable introduction


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OVERALL: The Functions of Advertising

Builds awareness of products and brands

Creates a brand image

Provides product and brand information

Persuades people

Provides incentives to take action

Provides brand reminders

Reinforces past purchases and brandexperiences


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Types of Advertising


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Consumer Advertising directed towards

people buying products for personal uses

Emotional Advertising

Business Advertising directed towards

people who buy for business use

Informational Advertising

Category: Target Audience


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B2B Advertising

TECHNIQUESTABLES.COM


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B2B Advertising

TECHNIQUESTABLES.COM


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Internet Billboards

TV

Radio Print Ads (Newspapers and large

circulation magazines)

Other creative mediums are being

utilized too these days (Coffee

cups, shopping bags, etc)

Category: Medium


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Creative Billboard Advertising


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Creative Billboard Advertising


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Creative Advertising Using Juice Straw


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Advertisers use variety of techniques topresent their brand in the most favorable

light and persuade customers to consider

purchasing these brands

Resort to diverse methods to evoke

different emotions in audience

In Bangladesh, advertisers are coming upwith more and more short, witty and eye

catching TVCs

Formulating Techniques


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Informational

>Benefits,>Characteristics,

>Prices

are mentioned


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Humor

Sense of humor

used to attract

and retainattention of

audience


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Video 1


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Fear

Usage of vividelements of

fear


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Video 2


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Mystery Building

Mystery Building

Used a lot by marketers, where they

leave the audience in dark until the end

Possible mainly in TVCs


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Video 3

E i l


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Emotional


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Video 4


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Use of Mascots


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Video 5


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Value of Advertising


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Creative Ideas Source

Information

Brand Positioning

Cost Effectiveness

Awareness First step in the brand decisio

process

Helps keep a brand top-of-

mind

Can also create unidentified

need Palmolive Dish/Hand WashControl


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Awareness

Information

Brand Positioning

Cost Effectiveness


Mass media advertising is able to

build awareness because of thepower of its creative ideas

Often develops the big idea that

serves as central focus for all

marketing communication

messages

Control


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Awareness


Brand Positioning

Cost Effectiveness

Information

Value added by giving

details and info about

features,

benefits,

location of sale, etc

Control


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Awareness


Information

Brand Positioning

Cost Effectiveness

REACH of mass media

communication is vast

Television commercials are

especially cost-effective

Control


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Awareness


Information

Brand Positioning

Control

Marketer has complete

control over

What the ad says

When and where it

appears, etc

Cost Effectiveness


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Limitations of Mass-

Media Advertising


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Waste: High level of waste because it sends

messages to uninterested audiences

One-way Communication: Does not allow

communication from customers to marketers

Low Credibility: Customers perceive ads as paid

messages

Clutter: Advertising is so frequent and commonthat consumers find it tough to differentiate


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The Reminder Drivers:

Merchandising and Point-of-

Purchase Materials


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Merchandising: extending brand

image through promotionalactivities at the retail level

Point of Purchase materials are used.

E.g. flyers, items on the cash counter,conveyor belts, stands, etc

POP materials are in-store display

items designed to call attention.E.g. Displaying ties next to dress shirts in a

departmental store


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Point of Purchase Display


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Flyers in Superstores


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Strengths and Limitations of

Merchandising


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Strengths

Direct attention to a brand at the

point of sale

Nudges customers from a state of

interest to action

Reinforces the message sent in earliercommunication strategies


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Limitations

Retailers are resistant to using them

Failure of salespeople to promote theuse of POP where appropriate

Retailers view them as detracting

from the stores image


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Thank You

chapter 14 - imc presentation

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