marketing strategy advertising

7/30/2019 Marketing Strategy Advertising

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INTRODUCTION

Advertising involves the process wherein a message is designed so as to promote a product, a

thought, an idea or even a service. Advertising is a very wide concept which is perceived

differently by different schools of thought and thus has many definitions to it.

Some of the definitions to advertising are

A simpler one would be that it is a public promotion of a product or a service.

Advertising is a form of communication intended to persuade an audience (viewers, readers

or listeners) to take some action

.From the above we can infer that Advertising is promotion, of a product or service. It is done by

companies to maximize sales.

The purpose of advertising may also be to reassure employees or shareholders that a company is

viable or successful. Advertising messages are usually paid for by sponsors and viewed via

various traditional media; including mass media such as newspaper, magazines, television

commercial, radio advertisement, outdoor advertising ordirect mail; ornew media such

as blogs, websites ortext messages.

Commercial advertisers often seek to generate increased consumption of

theirproducts orservices through "branding," which involves the repetition of an image or

product name in an effort to associate certain qualities with the brand in the minds ofconsumers.

ADVERTISING IN INDIA

The Indian advertising industry is up coming and has a lot of promise. However there is a lot of

competition and so only the hard working and efficient companies will survive. What matters

most in this sector is knowledge and experience of the work and the industry. The better the

research and analysis done by the agency the better their chances of success. This sector offers a

lot of promise in India due the following characteristics :-

India's IT services are a boon as they can be used to develop better communication packages for

clients all over.

Much better and advanced print, TV and web media.

A lot of the Indian agencies have global connections, thus increasing the pool of resources

and ideas.

We also have good pool of human resource to provide the necessary solutions.

The vast population base in India is always an advantage.
http://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Sponsor_(commercial)


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OBJECTIVES

HOW ADVERTISING CAN HELP A BUSINESS ORGANIZATION ?

Advertising can:

provide basic information such as your contact details and website address

increase sales by telling potential customers about your product or service

tell customers about changes to your service, new product launches and improvements

increase your short-term sales with a specific one-off message - informing people of a special

offer or a particular benefit of your product

prompt specific action - perhaps getting customers to visit your premises or website, or use a

discount voucher by a specified time

remind existing customers about your business

change people's attitudes and perceptions of your business

help to create or develop a distinctive brand for your business to help you stand out from

your competitors

make your business first choice for customers, ahead of your competitors

generate awareness of your business

develop a particular market niche or position

Advertising doesn't always need to be about sales and marketing. You can also use it to:

recruit staff- a recruitment advertisement should also be a chance to promote your business

source suppliers and contractors - this also helps to position your business as active and

expandin


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METHODS OF ADVERTISING TO HELP AN

ORGANISATION

TARGET YOUR CUSTOMERS

Decide whether yourtarget audience is local or regional, national or international, or a

mixture. Remember that a local business might benefit from national advertising, particularly

if it is looking to expand into new territories.

You can advertise in a wide range of different media. Using a media mix can help to

reinforce the message or information you want to communicate.

Before selecting a particular type of media, you should find out from the media business and

other independent sources about their circulation or audience figures and what the audience

penetration, or 'reach', of their product is. Basically, you need to know how many, where and

who to. Figures can normally be broken down into age groups, average income and other

useful indicators.

METHODS

LOCAL ADVERTISING

Advertising locally can benefit any business, especially small businesses and sole traders.

Examples of local advertising include:

leaflet drops

supermarket boards, postcards in shop windows

advertising space rented at railway stations, bus stops or on buses, roundabout islands, leisure

centres or doctors' surgeries

local organisations' newsletters, fete programmes and parish magazines

a sign outside your business premises, which must conform to planning regulations -find

contact details for your local authority through Contacts Directory

local and regional newspapers, magazines and directories

LOCAL AND REGIONAL NEWSPAPERS

Weekly, evening and morning local papers, whether paid-for or free, provide a variety of ways to

advertise:
http://online.businesslink.gov.uk/bdotg/action/findcontactbrowse?r.i=1073790758&r.l1=1073861169&r.l2=1073858811&r.l3=1073902778&r.t=RESOURCES&topicId=1074537118http://online.businesslink.gov.uk/bdotg/action/findcontactbrowse?r.i=1073790758&r.l1=1073861169&r.l2=1073858811&r.l3=1073902778&r.t=RESOURCES&topicId=1074537118http://online.businesslink.gov.uk/bdotg/action/findcontactbrowse?r.i=1073790758&r.l1=1073861169&r.l2=1073858811&r.l3=1073902778&r.t=RESOURCES&topicId=1074537118http://online.businesslink.gov.uk/bdotg/action/findcontactbrowse?r.i=1073790758&r.l1=1073861169&r.l2=1073858811&r.l3=1073902778&r.t=RESOURCES&topicId=1074537118http://online.businesslink.gov.uk/bdotg/action/findcontactbrowse?r.i=1073790758&r.l1=1073861169&r.l2=1073858811&r.l3=1073902778&r.t=RESOURCES&topicId=1074537118http://online.businesslink.gov.uk/bdotg/action/findcontactbrowse?r.i=1073790758&r.l1=1073861169&r.l2=1073858811&r.l3=1073902778&r.t=RESOURCES&topicId=1074537118


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Lineage - usually only in the Classified advertising sections and containing only words.

Often the cheapest option.

Display and semi-display - display advertisements are bigger and more sophisticated. They

usually appear on editorial pages or in special supplements, eg motoring, recruitment,

property, etc and can use pictures and design devices.

Advertisement features - laid out like editorial pages but featuring you and your business

(perhaps your new premises). You pay for them, and you may also be given advertisement

space. Your suppliers might advertise as well and offset the cost. This is sometimes called

'advertorial'.

Loose inserts inserts (also known as 'mailers' or 'flyers') you supply that are placed inside the

newspaper, ie using the paper's circulation to distribute your flyer.

Try to make sure any advert addresses its target audience and stands out - or readers could easily

miss it amongst the editorial and other adverts. When deciding on the text (or 'copy'), remember

that readers may only spend a few seconds looking at each advert - unless you can get them

interested and keep their attention. You canget details of newspapers in your area and how to

advertise in them on The Newspaper Society website- Opens in a new window.

Ask the advertisement department at the newspaper for a media pack with readership breakdown

and rates for different types of advertisement. The quoted rate is only a starting point - always

negotiate to try to pay less.

Remember, wherever you advertise, make sure you include vital information about who you are,

how to get in touch and how to order.

LOCAL MAGAZINES AND DIRECTORIES

Many areas have local lifestyle and country magazines - useful for certain types of upmarket

consumer advertising. Always check when and where they are circulated.

Phone directories such as the Yellow Page offer free listings and paid-for display advertisements.

However, as most of your competitors will also be listed in the same place, it may be hard to

make your business stand out. Remember also that directories are usually consulted only when

there is already a need for a product or service, eg blocked drains, so they are unsuitable for

generating general awareness of your business.
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ADVERTISING ON THE INTERNET AND IN ONLINE DIRECTORIES

Advertising on the internet can be cost-effective and gives national and international coverage

that you may otherwise be unable to afford. It will also allow you to compete with larger

businesses in your industry on a level playing field. There are three main types of internet

advertising - your own website, advertising on other websites, and online directories.

RADIO, CINEMA, OUTDOOR AND NATIONAL ADVERTISING

If advertising on local or national radio, you'll need to research the market, the type of

audience, the extent of the coverage and the cost per listener - ask the local station for details.

Remember that most people listen to the radio for music or comment - often while doing other

things - and so your advert will rely on repetition to have any effect. Consider sponsoring certain

features, such as the weather or travel news, to make your adverts stand out.

Local cinema advertising offers a captive audience with a long dwell time for your

advertisements. Ask the cinema foraudience profiles and case studies of satisfied clients, as

well as details of whether you can target certain films. You can often advertise in the foyer as

well as on screen. It's not a good idea to make a business phone number or web address a crucial

part of a cinema commercial, as few members of the audience will have a pen handy to note the

details.

OUTDOOR ADVERTISING

'Outdoor advertising' includes every outdoor medium from static billboards to moving adverts,

eg on buses. Static adverts rely on location for effectiveness, so make sure you go and check the

proposed sites before booking the space. For moving adverts, request information about the bus

routes on which your adverts will travel so you can assess the likely exposure the advert will get.

If you are using the campaign for increased brand awareness, you may select fewer adverts over

a longer period, whereas a short-term offer would require more sites over a shorter period.

The general rule is to keep it simple. Make it clear and don't rely on people noting a phone

number or web address, unless it's easily memorable - drivers can't stop and note down details.


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There are many types of outdoor advertising sites available including:

roadside - from phone kiosks to large billboards and banners

transport - railways, airports, inside and outside buses, taxis and lorries

retail - sites at shopping centres and supermarkets, trolleys, posters

non-traditional and ambient - shop signs, leisure centres, washrooms, tickets, petrol

pumps, takeaway lids

NATIONAL PAPERS, MAGAZINES AND TV

TV advertising can be costly, but there are a large number of terrestrial and cable or satellite TVchannels, and some may be able to offer low-budget advertising packages. Ask them for a

breakdown of their viewing figures and audience profiles before you make a decision.

While most channels will be able to advise you about how it works and even create adverts for

you, it is recommended that you seek specialist advice through an advertising or PR agency that

is fully aware of current and ongoing legislation in all the markets that you plan to advertise in.


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IMPACT OF ADVERTISING ON BUSINESS

POSITIVE IMPACTS

Advertising has a lot of benefits to companies, like it helps them :-

promote the companies' products and services .

It helps increasing sales,

creating a brand image for the product and company,

makes people about the changes made in the current product and a lot more .

NEGATIVE IMPACTS

But Advertising also has a flip side to it where it may not really be as beneficial, a few such

cases are :-

Over dose or excess of advertising may harm the brand image by way of annoying the

viewers.

There are also some circumstances where young children are affected by false claims made

by companies through advertisement

Also, advertising for alcohol, cigarettes, etc harms the society

Some companies also exaggerate the effects their product can have

Some advertisements are not meant for all kinds of viewers and so if they are not targeted

rightly, it may not be as effective.

Increases overall budget of company, with it the cost of the article and hence the end

consumer ends up paying a higher price.


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CONCLUSION

Thus we can conclude that Advertising is very important for business organization. It is verydifficult to survive in todays competitive world without advertising and sales promotion.

There are numerous mediums of Advertising like Television, Radio , Hoardings and Billboards,

Newspapers, Magazines, Internet, etc. All of these mediums have their own advantages and

disadvantages. However, an organization can select the best medium after carefully reviewing its

organizational structure, products , strategy, etc.

Advertising benefits an organization in numerous ways like creating customers, increasing brand

awareness , increasing profitability of a firm ,increasing sales of a firm , and various others.

Therefore , it is advisable that all organisations should use Advertisement in whatever way theycan as it is advisable in the long run.


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WEBLIOGRAPHY

www.google.com

www.wikipedia.org

BIBLIOGRAPHY

Principles of MarketingPhilip Kotler
http://www.google.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.google.com/

marketing strategy advertising

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