The Promotional Mix

Broadcast media

(TV/ Radio)

Out-of-home

media

Product placement (TV

and movies)

Sales promotion

Direct marketing

Internet/

interactive

Public relations/

publicity

Print media

(newspapers, magazines)

Personal

selling

Point-of-purchase

(display, packaging)

Word-of-mouthEvents and

sponsorships

Target audience

ADVERTISEMENT

Advertisement is any form of non personal presentation of goods, services or ideas for action openly paid for by an identified sponsor

Evolution of Advertising

• Pre-industrialisation Era(pre1800)• The Era of Industrialisation• The P.T.Barnum Era (1875 to 1918)• The 1920’s(1918 to 1929)• The depression ( 1929-41)• World war II and the 50’s (1941 to 60)• Peace,Love,Creative Revolution(1960 to

1972)

• 1970’s(1973 to 1980)• The designer Era (1980 to 1992)• The second 90’s(1993 to 2000)• The 00’s More hip ads and more

technology

Indian Perspective

• Personal Selling Era• Product Era• Sales Era• Consumer Era• Positioning Era• Value Marketing Era• Adaptive Marketing

ADVERTISING OBJECTIVES• To get orders• To get inquiries• To bring a general increase in sales• To provide leaads for the sales force• To help open door for the sales force• To induce a trial use• To provide important information• To create or to change an attitude or

opinion

• ADVERTISING is essentially a process of • PERSUATION / REACH• FREQUENCY• IMPACT

Effect of advertising on consumersRelated behavioral

dimensions Movement toward

purchase Example of types of

promotion or advertising relevant to

various steps

ConativeThe realm of motives. Ads stimulate or direct desires.

Point-of-purchase Retail store ads Deals “Last-chance” offers Price appeals Testimonials

AffectiveThe realm of emotions. Ads change attitudes and feelings.

Competitive ads Arguments copy

“Image” copy Status, glamour appeals

CognitiveThe realm of thoughts. Ads provide information and facts.

Announcements Descriptive copy Classified ads Slogans J ingles Skywriting

Teaser campaigns

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

COMMUNICATION EFFECTS PYRAMID

20% Trial

5% Repurchase / Regular use

25% Preference

40% Liking

70% Knowledge / Comprehension

80% Awareness

DAGMAR APPROACH

• Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled ‘Defining Advertising Goals for Measured Advertising Results- DAGMAR.

• An advertising’s goal involves communication’s objective

• Hierarchical model:• Awareness• Comprehension• Conviction• Action

• CHARACTERISTICS• Concrete /Measurable Tasks• Target Audience• Benchmark / Degree of change sought• Specified Time Period

• CRITICISMS• Problems with response hierarchy• Sales objectives• Practicality & Costs• Inhibition of creativity

• AIDA MODEL–Attention–Interest–Desire –Action

ADVERTISING AGENCIES

• TYPES• Full service agencies• Account services ( Liaison between ad agency &clients )• Marketing services• Creative services

– COPY WRITERSThe individual who create ideas for the ads and write

the headlines, subheads and body copy known as copy writers

– ART DEPARTMENT is responsible for how the ad looks. Art directors and graphic designers prepare layout.

• For a TV commercial the layout is called storyboard. It is a sequence of frames or panels that depicts the commercial in a still form.

Other type of agencies

• CREATIVE BOUTIQUES• MEDIA BUYING SERVICES

The Five M’s of Advertising • The organizations handle their advertising in different ways. In small

companies, advertising is handled by someone in the sales or marketing department, who works with an ad agency. A large company will often set up its own advertising department or else hire an ad agency to do the job of preparing advertising programmes.

• In developing a program, marketing managers must always start by identifying the target market and the buyer’s motives. Then they can make the five major decisions in developing an advertising program, known as the five M’s, viz.

• Mission: what are the advertising objectives? • Money: how much can be spent? • Message: what message can be sent? • Media: what media should be used • Measurement: how should the results is evaluated?

• The 5Ms of Advertising• Checklist for planning of a marketing or advertising campaign.• Mission • What are the objectives? • What is the key objective? • Money • How much is it worth to reach my objectives? • How much can be spent? • Message • What message should be sent? • Is the message clear and easily understood? • Media • What media vehicles are available? • What media vehicles should be used? • Measurement • How should the results be measured? • How should the results be evaluated and followed up?

The 5 Ms Of Advertising With Respect To The

Sundrop Campaign• MISSION:• Sales goals: Leadership in the edible refined oil segment • Advertising Goals:• Communication task• Position Sundrop as the healthy oil for healthy people • Ensure that this did not erode the delivery of the taste benefit. • Positioning had to be perceptually as far away from Saffola. • Young, modern and premium feel • Execution had to be distinct and original to stand out from the clutter • MONEY:• Stage in PLC: Introductory, therefore relatively large expenditure • Market share: new product • Competitors:

Saffola (Safflower oil) also used the health platform but was associated with heart patients and less tasteFlora and Sunola (Sunflower oils)

• MESSAGE:• Health was chosen as the platform, along with a supporting claim for taste.

People who were healthy and energetic were concerned about the long-term prospects of their health. Thus ‘Health’

• Was related to maintenance of good health • Was applicable to all members of the family • Was characterized by lively energetic people • Thus the message and (positioning): ‘The Healthy Oil for Healthy People’ • MEDIA: • Primary media: Television ad 30 seconds.• Print ad • MEASUREMENT:• Within 6 months, Sundrop became the largest selling refined sunflower oil. • Redefined the category and expanded the Sunflower oil segment from

2.71% to 23% in 6 months, and 42% in 1997 • Still the largest selling sunflower oil brand holds 15% of branded oil market. • The ad was shown for over 10 year