Professional Documents
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Specialization: Marketing.
Advertising: Introduction.
Product or a service once produced needs mass contact with Target Market. One of the best ways to reach target market is through Advertising. Advertising is a forceful communication.
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Advertising: Introduction.
Advertising promotes the sale of a product, services, ideas etc. But advertising by itself cannot sell a product. A dying product cannot be rejuvenated by an advertising program.
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Advertising: Introduction.
Advertising is a public announcement of product, service or an idea to which public has an access. Advertisement is usually onesided, in one direction. It is from an advertiser to the public.
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Advertising: Introduction.
The American Marketing Association defines advertising as any paid
Advertising: Introduction.
Analysis of the definition is as follows; Any form: Advertising can be in any form, sign, symbol, illustration, mail, pamphlet, billboard etc. Non-personal: There is no personal selling involved in advertising.
History of Advertising.
1. 1st multinational agency in India was J. Walter Thompson. 2. Lintas, (Lever International Advertising Services) ad company formed by Hindustan Unilever, largest FMCG company. 3. ABC, Audit Bureau of Circulation was founded in 1948. It gives credibility to claims newspapers & magazines circulation.
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History of Advertising.
4) In 1955, the Directorate of Advertising & Visual Publicity ( DAVP) was started by the Govt. of India, to act as an advertising agency for the govt. 5) Indian Broadcasting Co. formed in 1927 became All India Radio in 1936.
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History of Advertising.
6) Commercial advertising started on Vividh Bharati in Oct 1957. 7) FM broadcast was started in Chennai in 1977, and in Mumbai in 1993. 8) Doordarshan was started in 1976. 9) Color tv came to India, in 1984. 10) Multi-channels started in 1990. 11) Now ads are on the internet.
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Participants in Advertising.
1. The Advertiser: Advertiser could be a manufacturer, a retailer, a distributor or also a PSU. 2. The Advertising Agency: These agencies accept brief from their client and design an ad campaign. Apart from this agencies also render services in film production, product launches, branding etc.
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Participants in Advertising.
3) Media Owners: These are publishing houses who bring out newspapers, magazines etc. Broadcast media includes radio, tv, films etc. 4) PR Consultants: They are found in PR dept of an agency. 5) Ancillary Services: Services like studios, gift articles, photography, printing fall under this category. 6) Freelancers: These are copywriters, jingle singers, announcers, artists, visualizers, technical writers etc.
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Advertising Program.
5 Ms of advertising, For Mktg. Mgr. 1. Mission: What are our advertising objectives? 2. Money: How much can we spend? 3. Message: What message should we send? 4. Media: What media should we use? 5. Measurement: How should we evaluate results?
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Marketing Mix.
Product: It means, product variety, quality, design, features, brand name, packaging, sizes, services, warranties, returns. Price: It means list price, discounts, allowances, credit terms.
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Marketing Mix.
Promotion: It means sales promotion, advertising, sales force, public relations and direct marketing. Place: It means channels, coverage, assortments, locations, inventory and transportation.
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Process.
Physical Evidence.
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1. 2. 3. 4.
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Market Segmentation.
Consumers vary in their choices and buying behavior. Companies therefore cannot appeal the entire market with a single product. The process of dividing the market in sub-segments of similar customers is known as Market Segmentation.
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Market Segmentation.
A market segment consists of a group of customers who share similar set of needs and wants. Many companies are turning to Micromarketing at one of four levels: Segments, Niches, Local areas, and individuals.
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Market Segmentation.
Niche Marketing: Niche is a more narrowly defined customer group seeking a distinctive mix of benefits. Some of the niche products are Ezee, from Godrej is a fabric washing product for woolen clothes, Crack ointment from Paras. Babool toothpaste, Meswak, Neem toothpastes are examples of niche products.
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Market Segmentation.
Local Marketing: This is a strategy where marketing programs are designed to suit the needs and wants of local customers. E.g. NRI branches of banks in states like Kerala, Spiderman 3 (English movie) released in 5 different languages, including Bhojpuri.
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Market Segmentation.
Individual Marketing: This is the ultimate level of segmentation. Also referred as Customerization A company is customerized when it is able to respond to individual customers by customizing products, services and messages on a one-to-one basis. E.g. RuffnTuff ready to stitch jeans from Arvind Mills.
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Consumer Markets.
Segmentation Bases: Geographic Segmentation: In this approach market is divided into different geographical units such as, countries, states, regions, cities etc. Markets are also segmented into rural and urban markets.
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Consumer Markets.
Demographic Segmentation: In this type of approach market is divided on the basis of variables like age, family size, gender, income, occupation, education, religion, nationality etc.
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Consumer Markets.
Psychographic Segmentation: In this type of segmentation customers are divided on the basis of psychological/personality traits, lifestyle, values etc. E.g. Mc Donalds menu varies as per lifestyles and food habits. Titan also has Raga, Nebula, Fast track, Regalia, Edge for different lifestyles of customers.
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Consumer Markets.
Behavioral Segmentation: Customers are divided on the basis of their knowledge, attitude, use to a product. Behavioral variables are, Occasions. Benefits. User status. User rate/consumption.
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Marketing Communications.
Marketing Communications are the means by which firms attempt to inform, persuade and remind consumers directly or indirectlyabout the products and brands they sell. Done right, marketing communications can have a huge payoff.
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Marketing Communications.
Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings and things. Marketing communications also help consumers by telling them how, why where and when a product is used.
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Internet Advertising.
Important Features of Internet Advertising: 1. World Wide Web: (WWW) It is a system to retrieve documents and search for information. It combines sound, graphic images, videos and hypertext on a single page.
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Internet Advertising.
E-Mail: Users can send e-mail anywhere in the world to other internet users. Usenet: These are discussion groups, newsgroup and electronic bulletin boards. This is very similar to online banking, shopping etc. Telenet: These are online databases, libraries, catalogues, journals etc.
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Internet Advertising.
Important Features of Internet Advertising: 1. Reaching the Target Audience: Advertiser can target individuals with considerable precision. This is very cost effective and delivery is precise. Internet ads are interactive. Customers know more about the product and can make online purchases.
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Internet Advertising.
2) Advertising Evaluation: This is a very complex game. To develop effective ad banners on the net is challenging for professionals too. Advertisers can learn which ads can be more successful and generate response.
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Internet Advertising.
3) Frequency and Banner burnout: It is observed that after the 4th impression the ad banners have little impact and the response rate goes down. The advertiser should control and rotate ad banners in a series. If not done it will result in wastage of money.
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Internet Advertising.
4) Right Place: Media planners have the advantage of scanning numerous web pages carefully before planning the ad banner. Reduced internet rates is also a contributory factor encouraging internet usage in middle class families.
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Advertising Effectiveness.
For planning advertising programs, researchers provide the following data; Consumers needs and wants. Product qualities. Market, where are they bought. Competitors.
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Advertising Effectiveness.
It is a common belief that advertising effectiveness cannot be measured, as advertising is an art. Other view is that advertising is only a part of marketing mix. It cannot sell the product alone.
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Advertising Research.
What to test? Which variable is to be counted or tested for effectiveness? Advertisement as a whole cannot be tested. It has to be broken down in 3 parts; Message. Media. Scheduling.
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Advertising Research.
Other factors which can be tested are; Headline. Typography. Illustration. Body copy/text. Layout. Media alternatives.
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Advertising Research.
Broad classes of media, their subclasses, specific media, size of space, (full page, half page), and time. Advertising budget. Advertising timing.
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Advertising Research.
When to test? Advertising testing before it is run may provide indications of what will happen during and after its running. This is called as Pre-testing. Testing after the advertising has run is called as Post-testing.
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Advertising Research.
Advertising Evaluation: It is related to advertising objectives. It consists of several measures to ensure performance of advertisement. It is based on human responses.
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DAGMAR Approach.
Russell H Colley developed a model for setting advertising objectives, and measuring the results of an advertising campaign. According to this model, communication effects are logical basis for setting ad objectives and goals against which results should be measured.
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DAGMAR Approach.
Defining, Advertising, Goals, for Measured, Advertising, Results. Some of the advertising goals are; To persuade prospect to visit the shop. To announce sales promotion scheme. To provide information about the product. Brand identity establishment.
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DAGMAR Approach.
Colley proposed that communications objectives be based on a hierarchical model with 4 stages. Awareness: This involves making target audience aware of the existence of brand or company. Comprehension: Its purpose is to develop an understanding among audience of what the product is and what it would do for them.
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DAGMAR Approach.
Conviction: The objective is to create a mental disposition among target audience members to buy the product. Action: To motivate target audience to purchase the product or service.
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Copywriting.
It is a very critical activity for advertising success. A person who writes a copy is a copywriter. A copywriter converts selling points/features in customer benefits. He has to write to achieve clients objectives and not his own objectives.
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Copywriting.
What is a Copy? Copy includes all elements of an advertising message. Print media ads. Include heading, sub-heads, pictures, captions, slogans and body copy.
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Copywriting.
Copy also includes trade marks, company logo, visual symbols etc. In radio commercials it includes sound effects and music in addition to words spoken in ad messages.
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Copywriting.
While there are no rules for what makes a good copy, copy is usually more effective if it is simple. Good ads are specific and use facts and figures, instead of generalities. Good ad will mention brand name and key consumer benefits.
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Copywriting.
Copy should be simple, uncluttered, and straightforward. The message should be always true to the product. Copy should never make tall claims.
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Copywriting.
Elements of Copy: Headline Idea: It is the most crucial copy element. Its job is to attract the prospect. It has to be perfectly worded and should create excitement. Headline can be in many forms, questions, news flashes, statements from celebrities, warnings, appeals..
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Copywriting.
Sub-Heads: It should further carry the idea of theme and should help readers to have more knowledge of products and services. Body-Copy: It stimulates liking and preference for a product. It systematically develops the benefits and promise offered by the product.
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Copywriting.
Body-Copy: It logically and rationally explains products attributes, features and values etc. Both emotional and rational reasons are put forward to persuade consumers. Closing Idea: It is like closing the sale in personal selling.
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Copywriting.
Visualization & Layout: It is concerned with creation of an idea which will appeal to consumers or target audience. Layout deals with the arrangement of various elements in advertising such as headlines, illustrations, companys name, trademark etc.
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B2B Advertisements.
In this ads, the target audience is seeking for solutions, or profit improving information. B2B ads are informative and specific. They offer case histories of advertised brands and their success.
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Illustrating.
The activity of illustrating, is crucial for many products. It uses pictures or photographs to convey the central idea. Copy points are less. Artwork is more important than copy writing.
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Illustrating.
Illustrating also involves decisions regarding the identification marks to be used. These are company or trade name, brand name and trademarks. In some cases the company will not be even mentioned.
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Layout.
Layout activity involves bringing all the pieces together before the ad is sent out for production. Layout involves decisions as to how the various components of headline, illustration, copy, and identification marks are to be arranged and positioned on the page.
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Layout.
Considerations for Print Layout: Balance: The arrangement of elements to achieve a pleasing distribution or visual impact. Contrast: Using different sizes, shapes and colors to enhance attention value and readability.
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Layout.
Proportions: The relation of objects to the background in which they appear and to each other. Gaze-motion: The headline, illustration, copy, and identification marks in that order will usually provide the most logical sequence for gaze motion.
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Layout.
Unity: The qualities of balance, contrast, proportion and gaze motion should be combined to develop unity of thought, appearance and design in the layout.
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Media Selection.
Media Selection: Effective advertising is all about informing the public about the right product at the right time through the right medium. If this is not achieved it simply results into waste of money and resources.
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Media Decisions.
Decisions concerned are as follows; 1. What are the available media which will serve our advertising needs the best? 2. What could be the best combination of media mix for our total advertising?
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Media Decisions.
3) What could be the best specific schedule for the release of our ads in each of these media? For the right media planning and selection, the advertiser must know the consumer profile accurately. He should know the target market too.
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Media Decisions.
For each target, there is an effective message which should reach effectively. Only then the advertising program of a company will be successful. This job becomes tough in present competitive scenario, as the choice is in abundance.
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Media Planning.
Media planning has become tactical, consumer and brand strategy - accurate. Today client wants to know whether his/her target audience has actually seen the campaign.
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Media Planning.
He wants to know whether the client was at home when the commercial was aired/released.
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Media Planning.
Steps in Media Planning: 1. Collection of useful information about people, market etc. e.g., information on geography, age group, sex, income, attitudes, interests etc.
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Media Planning.
That medium has to be selected which is most suited to the target market at a given budget cost. Question to be asked is, What can you afford? This is irrespective of the company size.
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Media Planning.
2) To decide upon the nature of the message to be conveyed to the target market. Understanding customer profile is also very important. 3) Search for an ideal match of the media and target market profile.
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Media Planning.
4) Reach is expressed in terms
of number of households or individuals reached by given medium over a period of time. This is expressed in terms of per cent of total households or individuals in a target market.
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Media Planning.
Sometimes the target audience may be reached by two media. Frequency refers to the average number of times different households or individuals are reached by a medium in a given period of time.
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Media Planning.
The greater the frequency, the greater the probability of the advertisement message making a deep and lasting impact. Continuity refers to message deliveries over a period of time or a season. Ads inserted at time frequency round the year is Continuity.
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Media Cost.
What and how much of an audience wiil the company get, for every rupee spend? Media Ability: It covers qualitative values such as audience characteristics, and contribution to advertising effectiveness.
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Media Cost.
Media Ability: Distribution measurement: It is expressed in the number of copies circulated. Audience Measurement: It is expressed in terms of audience size, audience composition and amount of audience exposure.
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Media Cost.
Exposure measurement: Once media creates desired exposure, quality of message will determine the subsequent impact in terms of perception, communication and behavioral response.
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Media Cost.
Media Strategy: It defines and provides rationale for the recommended media. The 4 elements of media strategy are; Media mix. Usage of media. Geographic allocation. Scheduling strategy.
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Media Mix.
Media Selection: What type of media should be used? Magazines, newspapers, TV, radio, outdoor? If magazines, what types? General, womens, business, fashion etc. If general, which specific? India Today, Outlook, Frontline etc.
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Media Mix.
Geographic Allocation: National Plan. Zonal Plan. Regional Plan. Area Plan. Local Plan.
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Media Scheduling.
Some of the options are as follows; Steady Pulse: One ad per week, for 52 weeks or one ad per month for 12 months. Seasonal Pulse: Products like Vicks, cold creams, Talcs etc follow this approach.
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Media Scheduling.
Periodic Pulse: Scheduling has a regular pattern. Erratic Pulse: In this, ads are placed/spaced erratically. Start up Pulse: This is adopted for new product launch. It is a concentrated scheduling. Promotional Pulse: This is used for sales/product promotion.
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TV Media Planning.
Following points are crucial for planning; TRPs (TV rating points) Viewership. Telecast Time. Media cost.
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TV Media Planning.
TRP: This is conducted in major cities of India. Data is collected on a weekly basis. Panel consists of members. Each panel member records viewership of different programs. The data is then analysed.
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TV Media Planning.
Panel has 2 groups. Primary audience of adults from TV owning households and secondary audience of adults from non tv owning households, who watch tv once a week. One TRP is 1% of TV audience.
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TV Media Planning.
Media Costing: Cost of sponsoring a Hindi feature film on a Sat is now Rs 160,000 Rs 250,000 for 10 secs, depending on the film. Satellite Transmission Scene: In the US, 500 channels are available, in India more than 200 channels are available.
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Newspapers.
Only 8.5% of rural readers go through English newspapers. Times of India, is the leader, followed by The Hindu. Times of India is urban based, while Hindu is rural based. 24% of students read TOI, 23% of students read Hindu. Hindustan Times is no.3, Indian Express is no. 4.
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Newspapers.
Hindi Newspapers: Dainik Jagaran. Dainik Bhaskar. Punjab Kesari.
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Magazines.
Choice available in magazines is, General Magazines: India Today is no.1. The Week is no.2. Outlook is no.3. Frontline is no. 4.
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Magazines.
Business Magazines: Business India is the leader. Business Today is at no. 2 spot. Intelligent Investor has highest readership among officers and executives.
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Magazines.
Film Magazines: Stardust. Filmfare. Star & Style. Cine Blitz. Glamour Magazines: Debonair. Fantasy. Gentleman.
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Magazines.
Womens Magazines: Femina. Womens Era. Savvy. General Interest Magazines: Readers Digest. Competition Success. General Knowledge Today.
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Sales Promotion.
An Important Strategic Tool.
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Sales Promotion.
Definition: Sale promotions are shortterm incentives to encourage purchase or sale of a product or a service.Roger A Strang. Sales promotions consists of diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of particular products/services by consumers or the trade. Philip Kotler.
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Sales Promotion.
In a specific sense, sales promotion includes those activities that supplement both personal selling and advertising and coordinate them and help to make them effective such as displays, shows, demonstrations, and other non-recurrent selling efforts not in the ordinary routine American Marketing Association.
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Sales Promotion.
Why? To overcome competitive situation. To move excessive inventory. To overcome seasonal slumps. To get back lost buyers. To attract new buyers. To create space for new products. To support advertising efforts. To supplement personal selling.
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Sales Promotion.
Why? Customers have become more price sensitive. Standardization of Products. Advertising has become more expensive. Emphasis is on sales volumes and market share.
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Publicity or Public Relations. Lack of communication results into, misunderstanding, therefore, Objective of any PR program is to improve existing channels of communication.
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To improve relationships.
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Before PR Approach.
A public relation plan should address the following questions, Our image in the minds of the target audience. Our position in the current corporate/marketing environment. Reasons for the current position. Where do we go from here?
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PR Campaign Route.
1)To Define Problem. 2) Research Techniques: Through personal contact. Through mail analysis. Through field reports. Through focus groups. Through formal research.
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Elements Of PR.
Message.
Medium.
Audience.
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Elements Of PR.
Message: Who needs to be changed? ( category of audience) What specific themes to be adopted to reach the target audience? Where to say what?
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Elements Of PR.
3) Audience: Target audience is also referred as Public in PR parlance. Checklist that helps in building an accurate picture of target audience: Size of the target public. Where are they located.
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Elements of PR.
3) Audience: Language usage. Education levels. Economic conditions. Cultural characteristics. Opinion leaders. Mass media they prefer.
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PR Tools.
External Media: Press. Television. Radio. Films/Video. Outdoor.
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PR Tools.
Selective Media: Web sites. Information kiosks. House journals. Bulletin boards.
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PR Tools.
Media for External Communication: Annual reports. Printed literature. Brochures. Direct mails.
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PR Tools.
Media Relations: Press conferences. Exhibitions. Special events. Press tours.
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Press Conference.
An organization invites a cross section of journalists to be face-to face with companys spokesperson, who could be a CEO,VP, GM, or a Director etc.
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Press Conference.
Steps for successful press conference: 1. Decide the occasion. 2. Decide the spokesperson. 3. Decide the venue. 4. Decide the ideal time. 5. Make press kits. 6. Consider presenting a Memento.
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Press Conference.
Steps for successful press conference: 7. Arrange tea/snacks etc.. 8. Be available for clarification. 9. Review the coverage next day.
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Public Relations,
PR PR PR PR PR PR is inexpensive. favors new brands, ideas. is serious. is creative. is credible. is brand building.
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