ADVERTISING

What is it?
Advertising is a message designed to
promote a product,
product a service,
service or an
idea.
The purpose of advertising is to sell
products or services.

Functions of advertising
1.

To differentiate the product from their competitors

Example: GARNIER FRUTICS (shampoo) the shampoo bottle have the different color from all other
shampoo available in the shelf. The bottle of the shampoo is unique from all others.

2. To communicate product information

3. To urge product used
Example: Fair and lovely as we know that it will make a girl look fair and prettier in 4
weeks.
4. To expand the product distribution
5. Too increase brand preference and loyalty
6. To reduce overall sales cost
Coke targets their consumers on a very large scale through mass media whereas
Makka cola advertise on smaller scale or go door to door to advertise their
product.
7. Creates new demands

TYPES OF ADVERTISING

Setting Advertising Objectives

Direct objectives are focused on
achieving some kind of action-oriented
results.
Indirect objectives focus on pre-action
pre action
steps on the hierarchy of effects. For
p indirect objectives
j
may
y focus
example,
on changing attitudes, increasing
awareness, etc.

BASIC OBJECTIVES:Informative
Persuasive
R i d
Reminder

OTHERS:OTHERS
-Stimulate demand
-Increase
Increase profit
-Trial
-Continuity
Continuity
-Brand switch
Switching back
-Switching

IMPORTANCE OF CB IN ADVERTISING
Understanding the needs of the consumer is really
i
important
t t when
h it comes to
t creating
ti
the
th right
i ht
advertisement for the right audience. Remember it is
only through advertisements; individuals are able to
connect with yyour brand.
Identify your target audience. The advertisement in
some way
y must touch the hearts of the end-users for
them to buy the product.
The time slot of commercials also needs to be taken
care of.
f Advertisements
Ad ti
t for
f products
d t meantt for
f children
hild
should ideally be aired during afternoon or early evening
hours as this is the time when they watch maximum
te e s o
television.

DAGMAR

Russell Colley (1961) developed a model for setting advertising

objectives
bj ti
and
d measuring
i th
the results.
lt This
Thi model
d l was entitled
titl d
Defining Advertising Goals for Measured Advertising
Results- DAGMAR.

DAGMAR model suggests that the ultimate objective of

advertising must carry a consumer through four levels of
understanding:
From unawareness to Awarenessthe consumer must first be
aware of a brand or company
Comprehensionhe or she must have a comprehension of
what the product is and its benefits;
Convictionhe or she must arrive at the mental disposition or
conviction to buys the brand;
y, he or she actuallyy buyy that product.
p
Actionfinally,

1.
2.
3.
4.

 A major
j contribution of DAGMAR was Colleys
y
specification of what constitutes a good objective. Four
requirements or characteristics of good objectives were
noted

C
Concrete
t and
d measurable
bl
Target audience
Benchmark and degree of change
g
sought
Written Goal