session 27 advertising

8/9/2019 Session 27 Advertising

1/70


2/70

:Definition -Advertising is any paid form of non personal

.presentation by an identified sponsor


3/70

Advertising is handled by someone in sales.or marketing department

.Large Companies set up its own departments

.Most Companies use an outside agency


4/70

Five Ms of Advertising

MESSAGE

Message generationMessage evaluation and selection

Social-responsibility review

MISSION

Sales GoalsAdvertising Objectives

MONEY

Factors to ConsiderStages in PLC

Market Share and consumer baseCompetition and clutterAdvertising frequency

Product Substitutability

MEDIA

Reach, frequency, impact, media types, Specific media vehicles Media timing Geographical medi

MEASUREMENT

Communication impactSales Impact


5/70

.1. Mission ( )dvertising Objectives

osition the offering : Advertisements are used.for positioning products in the target audience

.1 Product characteristics and customer

.benefits.2 -Price Quality

.3 Product use

.4 Product user

.5 Product class

.6 Symbols

.7 Competition


6/70

:reating Awareness Creating Awareness helps to legitimate a

,company its products and its.representatives to customers

Advertising improves acceptance of.products and salespeople

:timulate trial Advertising that stimulates trial

increases the diffusion rte of product among.the target audience


7/70

:emind and reinforce To remind consumers of the brand s existence

.and reinforce its image

The objective of advertising is to maintaintop of the mind awareness and favourable

.associations :rovide support for sales force

Advertising provides support to sales forceby identifying warm prospects and

communicating with otherwise unreachable.members of a decision making unit

:orrections misconceptionsCompanies or brands that may have got

tarnished due to negative publicity can be.resuscitate by advertising


8/70

eciding the Advertising Objectives

:ethods

. , -AIDA the Four Stage Model Attention - Attract Attention Interest - Gain Interest Desire - Arouse a Desire Action - result in Action


9/70

.2

. -The Five Stage Model Awareness Interest Evaluation Trial Adoption


10/70

.3 -he Six Stage Model

Awareness - knowledge Knowledge - knowledge Liking - emotions Preference - emotions Conviction - action Purchase - action


11/70

.4 DAGMAR D fining A vertising G alsor M asuring A vertisingResults


12/70

Advertising Objectives can be set around

Behavioral constructs: generating trial.purchases and store visits

Attitude: .attitude change

Awareness: creating awareness of new products

/ .brands and new ideasProduct Positioning and brand building


13/70

. - ( )M MONEY

Advertising Spend Percentage of Sales Method

Affordability Method

Matching Competition

Objective and task Method

Regression analysis

Adaptive Control Model

Compromise


14/70

ercentage of sales method

Method is easy toapply

Budget isspecifiedpercentage of

current orexpected sales

.revenue

Discouragescostly

advertising

Decline inadvertisingexpenditure

when sales.decline

Advantages Disadvantages


15/70

:ffordability Method ,xecutive judgment decides themount to be spent on.dvertising


16/70

:atching Competition ome companies match expenditures orse a similar percentage of salesigure as their major.ompetitors

atching expenditure assumes thathe competition have arrived athe correct level of expenditurend ignores market opportunitiesnd communication objectives of.he company


17/70

:bjective and task method

he advertising budget depends onhe communication objectives andosts of tasks required to.chieve them f the objective is to increase thewareness of a brand name form% %,0 to 40 the costs ofeveloping the necessary campaign

( ,nd using appropriate media TV) .rint would be made


18/70


19/70

:daptive Control Model

A sales response curve and locates an.optimal level of ad expenditure

Firm will now experiment with advertising-at non optimal levels in selected test

.markets

The new information coming out of theexperimental marketing is added to the

.sales response function


20/70

:ompromise

,In actual practice marketing executives-usually blend some well acceptedmethods and arrive at a compromise.budget

The budget decision is closely linked to,the advertising objectives the media.decision and the copy decision

.Decision making is an integrated process


21/70

3.M MESSAGEEffective advertisement requires a lot of

research about competitors offeringsand the target customer.

An understanding of the advertising

platform should be made. Advertising platform unique selling

proposition


22/70

3.M MESSAGEBrand Personality is the message that the

advertisement seeks to convey. Personality includes brand name, symbols,

advertising style, packaging, price and thenature of the product.

Personality of a mass brand may conveysophistication and upper classness whichmay not necessarily correspond with thetype of people who buy the brand.


23/70

3. M MESSAGEThe Marketer who builds the most sharply

defined image of his brand wins themaximum market share.

Multinational companies will have to consider

their strategy of standardizing advertisingmessages.


24/70

3. M MESSAGEStrong brand is built by addressing itself to

differences between segments.When marketers are selling parity products,

make the message clearer, more honest and

more informative than the competitors.


25/70

An advertising message translates theplatform into words, symbols and

illustrations, which are attractive andmeaningful to target audience.


26/70


27/70

Print ads

Effective product informationcan be communicated touser and usage imagery.

Larger ads gain moreattention

Elements like ad size, color,illustration affect a printsimpact.

Visual images in print mediamakes it difficult to providedynamic presentation ordemonstrations.

Poor reproduction quality andshort shelf life can diminishtheir impact.

Used for local especiallyretailers.

Advantages Disadvantages


28/70

Print AdvertisementIllustration at the top, followed by the

headline and the copy after the headline.

Overuse of colors may distract consumers

Advertisement should contain a headline

which might promise a benefit, delivernews, offer a service


29/70

Long Headline has better chances of being read

than a shorter headline.

Headline or the illustration should contain thebrand name noticeably, which mustsubsequently be repeated as many times aspossible in the advertisement.

Message (Benefit) should be important to thetarget audience.


30/70

Message should be couched in the

customers language and not thelanguage of the advertiser.

Illustration should sell the product benefitsby using pictures.

In body copy, long paragraphs andsentences should be avoided, whit spaceshould be used to avoid it looking tooheavy to read.


31/70

Print ads should be in black coloredletters on a white space, and notthe other way around.

Use of capitals and odd fontsobstructs reading.


32/70


33/70

TELEVISION ADVERTISEMENTSTV Commercials are of short duration.

Mostly communicate only one major sellingproposition.

TV advertising uses one of the three approaches:

1. Suggests a reason for the customer to buy.

2. No over benefit is mentioned. Intention is toinvolve the viewer by telling a story.

3. Appeal attempt to register the brand assignificant in the market.


34/70

ADVERTISEMENTS FORMATSHumorous advertisements funny

Commercials Example : Boomer

Slice of life advertisements actor argueswith another about the merits of aproduct. These advertisements areeffective.

Example : Tata Sky Dish (160 channels,only 440 Rs.)


35/70

Testimonial advertisements loyal users of theproduct testifying to its virtues when they do

not know that they are being filmed. Example : Bathroom cleaner

Product demonstration able to persuade Example : Vim one drop is enoughAdvertisements that are compared Example: Horlicks and Complan


36/70

ADVERTISEMENTS FORMATSAdvertisements that provide solutions Example: Mr. Muscle for cleaning

kitchen room and dirt placesPitchman admire the merits of the

product announcing new products.


37/70

ADVERTISEMENTS FORMATSSome Advertisements a character is

used to sell the product for a long time.Characters are above average in theirability to change brand preference.

Advertisements which contain newsEmotions in an advertisement.

Example : Brooke Bond 3 Roses


38/70

ADVERTISEMENTS FORMATSTestimonials by celebritiesCartoons sells products of childrenMusicals: Customers tune in to the music

so intently that they tune out the

advertised product.

Example : TITAN


39/70

ADVERTISING MORE EFFECTIVELYBrand Name:

Brand name should appear within first tenseconds of the advertisement. And shouldbe repeated as often as possible.

To repeat brand name we can do, likespelling brand name with accompanyingmusic or playing a jingle with the brandname featuring in it prominently.

It is possible to do with irritating the viewer.


40/70

ADVERTISING MORE EFFECTIVELYPackage:

Advertisements which end by showing thepackage are more effective in changingBrand preference.

Appetizing Food:

More tempting the product looks the more itsells.Close Ups:A Close up of the product is a good idea. The

closer a look the viewers, the more theydesire it.


41/70

ADVERTISING MORE EFFECTIVELYEmphatic opening:If an Advertisement grabs attention in the

first frame with a visual surprise, it has abetter chance of holding the viewer.

Avoid visual dullness:Viewer will pay attention if he sees something

that he has never seen before.


42/70

ADVERTISING MORE EFFECTIVELYScenes:Scenes without confusing the viewers.Product in use:It is useful to show the product being

used.Miscomprehension:Advertisement should state its message

very clearly.


43/70

ADVERTISING MORE EFFECTIVELYScenes:Scenes without confusing the viewers.Product in use:It is useful to show the product being

used.Miscomprehension:Advertisement should state its message

very clearly.


44/70

How does Advertising persuade thebuyer?

Should provide the information that isinterest to the audienceInformation may give them new

information, or it may support theinformation they already have

It may attempt to alter their existingviews and beliefs.


45/70

That the audience see theadvertisement and interpret it in away favourable to the advertiser.

The Advertisement should influencethe Audience


46/70

Factors in an Ad that Bring aboutAudience Persuasion

1.The source of the endorser The Credibility of the Source

Likeability/Attractiveness of the

source. The sources approach to the views

and disposition of the audience


47/70

The Credibility of the Source

Factors such as level of expertise,trustworthiness, culture, ageand educational level usuallydecide the sources credibility

with the audience.


48/70

Likeability/Attractiveness of thesource.

If the audience likes the source, itcertainly is a plus point in thesuccessful delivery to the

message.


49/70

The sources approach to the viewsand disposition of the audience


50/70

Advertisements Using Celebrities asSource /Endorser

Amitabh Bachchan was used as the sourcefor ICICI Banks campaigns Gwalior Mansoor Ali Khan Pataudi Sachin Tendulkar Visa, Pepsi, Philips

Colgate sunil shetty Mayur suiting's Sharukh Khan Lux film stars


51/70

2. Message

Message Sidedness

Order of Presentation Climax Order

Anti Climax Order

Pyramidal Order

Message Conclusion


52/70

2. Message

Message Sidedness: Should we present only one side of an

argument in an advertisementor both sides of an argument?


53/70

Order of Presentation: Presentation of the argument where exactly

should be placed. Climax Order: When the audience already possesses a high

degree of interest in the material that ispresented.

Anti-Climax Order: When the audience interest in the material

being presented in low. Pyramidal Order:

Material in the middle of the message gets the

least attention and in effect it is the leastpersuasive.


54/70

Message Conclusion: Answer to the question will depend

upon the particular contextrelating the product.

If curiosity cannot be aroused in the

audience, compete messages aremore appropriate.


55/70

Message Appeal: Rational Appeals

Example: Sundrop ITC used rational appealin its campaigns for sundrop, its super-refined oil.

New Sundrop super-refined oil offers not justone, but four important its natural flavor.

Easy food-absorption

Energy

Heart-care

vitamins A, D and E


56/70

Zodiac highlighted the productfeatures one by one and tried toconvince the audience why Zodiacis the best shirt.

Brand to Brand Comparison NewPepsodent was that it is 102 percent

superior to Colgate Dental Cream.


57/70

Emotional Appeal:

Example: Jenson & Nicholson

Love At First Sight, Love Ever After Colours Are Like Love ..

Jenson & Nicholson Colours ..

Excitingly ..

Beautifully .

Give Your Home This Wonderful Romance Through J & N Colours ..


58/70

Humour Appeal:

Example: Newsweek

If your advertising doesnt work inTime magazine, change youradvertising agency

Headline of a subsequent ad for Newsweek If your advertising doesnt work in

Time magazine, dont change youragency place it in Newsweek


59/70


60/70

DEVELOPING THE COPY

Keep Messge Simple and Short

Testing the Copy Laboratory Methods

Simulated environment

Real/Natural environment, market tests

DAR Test Day After Recall technique


61/70


62/70

4. MEDIA (DECIDING THE MEDIA)

Print Media

Newspaper

Magazines

Trade JournalsDirect Mail


63/70

Commonly used Outdoor Media Vehicles

Hoardings

Posters

Neon Signs and other illuminations

Transit advertising (Railways and othertransport)

Fairs and exhibitions

Amusement parks

Dance, drama and puppet shows

Loudspeaker announcements

Balloons and sky writings


64/70

Media Characteristics

Exposure

Reach and Frequency Weighing Reach and Frequency

against Cost

Measuring TV viewership


65/70


Exposure:

How many exposures of a message arerequired to take a typical memberof the target group through all thestages of the purchase process.

Initial exposure may create a curiosity

Next exposure may perhaps create someinterest.

Some more exposures at well-plannedintervals may result in a desire to

buy.


66/70


Reach and Frequency:

How many exposures can be purchasedfor an already-decided budget?

Which media/media vehicle offers thebest buy?

Reach: denotes the total no. of persons

exposed to the given media vehicleat least once during the period ofunder reference.

Frequency: denotes the no. of times the

audience is exposed to the mediavehicle during this period.


67/70


Weighing Reach and Frequency

Against Cost: Newspaper rates per line or columnsize

Magazines per page or half page

Radio and Televisions time slots of 10seconds, 20 seconds etc.


68/70

Media Schedule

Media category: TV, magazines

Media vehicles: Starplus in TV Business India Magazines

Economic Times - Newspaper

Programme choice

Kaun Banega Crore pati

Number of insertions

no. of planned insertions

The details: size specifications, location etc.


69/70

Media Schedule

Timing:

Continuous approach Pulsing approach

Flighting approach


70/70

EVALUATING ADVERTISINGEFFECTIVENESS

Sales vs communication if sales is objective

Awareness vscommunication if creatingawareness is the objective

Positioning vs communication If positioningof the brand into the segment customers.

session 27 advertising

Documents