Advertising and Brand Management

Class 2

Advertising Agency and its types

Advertising Spiral & Its Stages
Advertising Appeal
Brand War in Advertising whats happening and
how other brands taking advantage
 What is an Advertising Agency?
An advertising agency or ad agency or advert agency is a service
based business dedicated to creating, planning, and
handling advertising for its clients.

An agency can also handle

overall marketing and brand strategies
sales promotions for its clients.

Agencies may be hired to produce

television commercials
radio commercials
Online Advertising,
Mobile Advertising
Print advertising
The above can be standalone or as part of an advertising campaign.
 Types of Advertising Agencies
Full service agency
Creative agency
Media agency
Specialized agency
In-house advertising agency
Digital agency
 Types of Advertising Agencies
Full Service Agencies:
These agencies are involved in:
Planning
Creating and producing advertisements
Research
Media Buying & Planning

Some full service agencies also provide non-advertising related

services including strategic market planning, direct market
promotion programs, interactive marketing and web site design,
and public relations.
 Types of Advertising Agencies
Creative Agencies
Creative agencies specialize in "creative" or design-
based business models and are also known as a
"creative boutique".
Their basic interest is in the creation of the
advertisement or branding
Media Agency
specializes in buying and planning of the ads (Tv, Print
& Radio)
 Types of Advertising Agencies
Specialized agencies:
These agencies specialized in a particular activity of the
whole communication process.
They may specialize in certain functions (copy, art,
media), audiences (minority youth) or industries (health,
computers) or in a marketing communication area (direct
marketing, sales promotion, public relation).

In-house advertising agencies:

An In-House agency is a team within a company that
focuses on selling the company's product; they will
handle all aspects of the brand.
 Types of Advertising Agencies
Digital agencies:
Interactive agencies offers a mix of:
Web design & web development
Search engine marketing
internet advertising
e-business/e-commerce consulting
Social Media and Community Management

They deliver services such as:

Strategy
creative
design
video development
programming (Flash and otherwise)
deployment, management, and reporting

There are 4 elements for digital media - Digital media Buying & Planning, Social Media, Web design
and applications and Digital PR.
 Advertising Spiral
A basic outline of how advertising works.

1. First, you pioneer with a new product or way of promoting an

existing product.

2. Then, you let consumers know how your product stacks up against
the competition.

3. Finally, you remind your market that your product is still out there.

Once all of these stages have been completed, you start over in the process.

This is a very important component of the basics of advertising and successfully

marketing to consumers.
 Pioneering Stage
Pioneering advertising refers to new forms or new ways of
getting across a marketing message. Most ad spots follow a
basic formula.

You show the product, establish a need in the consumer's mind

and then illustrate how the product will solve that need.
 Pioneering Stage
Broad Definition
Pioneering advertising refers to the launch campaign of a new
product category, as opposed to the marketing of a single product
within a developed marketplace. The purpose of pioneering
advertising is to inform consumers of the arrival of an entirely new
concept and explain its benefits.

Product
Sony's campaign to launch its Walkman brand in the late 1970s or
Apple's marketing drive when the first iPad was released in 2010
are two good examples of pioneering advertising. Both of these
products had 100 percent market share when they launched and
created new product categories that spawned many imitators.
 Pioneering Stage
Life Cycle:
Pioneering advertising campaigns are launched early at a product's life cycle--often while it's
still in development through orchestrated leaks--and will always begin prior to a product's
official release date. A good pioneering campaign combines focused advertising with a
structured PR strategy to cement a new product in the public's imagination.

Message:
The purpose of a pioneering advertising campaign is to introduce potential customers to a
new concept and create a buzz around the launch of a new product that's unique in the
marketplace.

A well-constructed pioneering advertising campaign seeks to convince consumers that their

lives will be fundamentally enhanced by purchasing a new product. Advertisers launching a
new product category don't have to focus on how their product compares to the
competition, so they can concentrate on explaining how their new concept works and what it
means for the consumer.

Example: https://www.youtube.com/watch?v=RgBWBUPHUGM
 Fair & Lovely Introduced Fairness Treatment in 2012
The new product offered an aspirational value of Laser Treatment for fairness

Watch TVC: https://www.youtube.com/watch?v=L910c5oMnH0

 Competitive Advertising
Competitive advertising is based on showing how your product is
better than your competitors as well as finding out how they market
their products and improving upon their techniques.

Examples of this form of advertising can be found in car commercials.

Toyota will say that their vehicle gets better gas mileage than a
Honda.

This is a very simple illustration of how competitive advertising can

be used to drive home a point to a consumer.

The viewer says "Well, I want better gas mileage. Maybe I should
think about getting a Toyota rather than a Honda."
 Which is the best example of
competitive advertising in recent times
Lipton and Tapal
Tapal TVC
Lipton TVC
 Retentive Advertising
Retentive advertising may also be referred to as reminder
advertising

This form of advertising can be used when a consumer is already

well aware of the product being offered and does not need to be
convinced to buy it

They already know about it and like it, but they may have forgotten
to buy it lately

In the late part of the maturity or decline stage it helps to keep the
product name in the consumers mind.

Example: Ding Dong Chewing Gum Ad, Sunsip Limopani Ad

 Advertising Appeal
Advertising appeals aim to influence the way consumers view themselves
and how buying certain products can prove to be beneficial for them.

The message conveyed through advertising appeals influences the purchasing

decisions of consumers.

Advertising uses appeals as a way of persuading people to buy certain

products.

Advertising appeals are designed in a way so as to create a positive image of

the individuals who use certain products.
 Types of Advertising Appeal
1. Emotional Appeal 9. Adventure Appeal
a) Personal Appeal 10. Less than Perfect Appeal
b) Social Appeal 11. Romance Appeal
c) Fear Appeal 12. Youth Appeal
d) Humor Appeal
13. Endorsement
2. Sex Appeal
14. Play on Words
3. Music Appeal
15. Statistics
4. Scarcity Appeal
16. Plain Appeal
5. Rational Appeal
17. Bandwagon Appeal
6. Masculine Feminine Appeal
18. Sensitivity Appeal
7. Brand Appeal
19. Subliminal Appeal
8. Snob Appeal
 Emotional Appeal

Related to an individuals psychological and social needs for purchasing certain

products and services.

a) Personal Appeal
b) Social Appeal
c) Fear Appeal
d) Humor Appeal
 Emotional Appeal
Personal Appeal
Some personal emotions that can drive individuals to purchase products include
safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem,
pleasure, comfort, ambition, nostalgia etc.
 Emotional Appeal
Social Appeal
Social factors cause people to make purchases and include such aspects as
recognition, respect, involvement, affiliation, rejection, acceptance, status and
approval.
 Emotional Appeal
Fear Appeal
Fear is often used to good effect in advertising and marketing campaigns of
beauty and health products including insurance. Advertising experts indicate
that using moderate levels of fear in advertising can prove to be effective.
 Emotional Appeal
Humor Appeal
Humor can be an excellent tool to catch the viewers attention and help in
achieving instant recall which can work well for the sale of the product.
Humor can be used effectively when it is related to some benefit that the
customer can derive without which the joke might overpower the message.
 Sex Appeal
Sex and nudity have always sold well.
Sexuality, sexual suggestiveness, over sexuality or sensuality raises
curiosity of the audience and can result in strong feelings about the
advertisement.
It can also result in the product appearing interesting.
 Music Appeal
Music can be used as types of advertising appeals as it has a
certain intrinsic value and can help in increasing the
persuasiveness of the advertisement.

It can also help capture attention and increase customer recall.

 Scarcity Appeal
Scarcity appeals are based on limited
supplies or limited time period for
purchase of products and are often used
while employing promotional tools
including sweepstakes, contests etc
Rational Appeal
Aims to focus on the individuals functional,
utilitarian or practical needs for particular
products and services.

Emphasize the characteristics and features of

the product and the service and how it would
be beneficial to own or use the particular
brand.
Masculine Feminine Appeal
Used in cosmetic or beauty
products.
This type of appeal aims at
creating the impression of the
perfect person..
Brand Appeal

Is directed towards people

who are brand conscious and
wish to choose particular
products to make a brand
statement.
 Snob Appeal
Appeal is directed towards creating feeling of desire or envy for
products that are termed top of the line or that have
considerable qualities of luxury, elegance associated with them.
 Adventure Appeal
Is directed towards giving the impression that purchasing a product will
change the individuals life radically and fill it with fun, adventure and action.
 Less than Perfect Appeal
Advertisements often try to influence
people to make certain purchases by
pointing out their inadequacies or making
them feel less perfect and more dissatisfied
with their present condition.

These types of advertising appeals are

used in cosmetic and health
industries.
 Romance Appeal
These advertisements display the attraction between the sexes.
The appeal is used to signify that buying certain products will have a
positive impact on the opposite sex and improve your romantic or love
life.
 Sensitivity Appeal
These advertisements are used to drive at and influence the
sensitivities of consumers.
 Youth Appeal
Advertisements that reflect youth giving aspects or ingredients
of products use these types of appeals. Cosmetic products in
particular make use of these appeals.
 Endorsement

Celebrities and well known

personalities often
endorse certain products
and their pitching can help
drive the sales.
 Play on Words
Advertisements also make effective use of catch phrases to
convey the message. Such appeals help in brand recognition and
recall and can be quite popular with the youth in particular.
 Statistics
Advertisements also use statistics and figures to display aspects
of the product and its popularity in particular.
 Plain Appeal
These advertisements use every day aspects of life and appeal to
ordinary people regarding the use of a product or service.
 Bandwagon Appeal
This type of advertising appeal is meant to signify that since everybody
is doing something you should be a part of the crowd as well.
It appeals towards the popularity aspect or coolness aspect of a person
using a particular product or service
 Subliminal Appeal
Subliminal messages or ads are those with hidden or double
meaning, palying with the minds of the consumers, passing
below the normal limits of perception. This is mostly used in
logos and often used in ads that create deception.
Subliminal Appeal
Thank you