Promotion

Mix

Advertising

Direct
Marketing

Sales
Promotions

Personal
Selling

Internet
Marketing

Public
Relations

Advertising is a paid form of non personal communication by

an identified sponsor

Top Advertisers
Unilever
Procter & Gamble
Reckitt Benckiser
ITC
Cadbury
Tata Motors
Samsung
LG group
L'Oreal

Why do companies advertise??

 Introduce a new product

Brand Image
Creating awareness of new developments in existing
products
Support other sales activities
Increase usage
Increase Brand loyalty
Overcome resistance/ Change attitude
Prestige advertising
Re branding
Social advertising
Campaign to push declining sales
Counter competition

Classification of advertising
- To consumer markets:
National advertising
Retail? Local advertising
Primary /Selective Demand advertising
- To professional markets
Professional advertising
Trade advertising

Types of advertising

Print
Broadcast- TV, Radio and Internet
OOH
Covert
Social - "Advertising justifies its existence when used in the public interest - it is much too powerful a tool
to use solely for commercial purposes.".

Surrogate
Celebrity advertisements
Spam advertising!

Media Fundamentals

Medium/Vehicle

Universe

Target Audience

CPRP

GRP/TRP

Frequency

Scheduling

Circulation

Readership

Reach

Media : Carriers and deliverers of advertisements

Medium : A broad general category of carriers
Vehicle : A specific carrier within a medium
Medium

Vehicle

Television
Newspaper
Magazines
Radio

Roadies
Times of India
Outlook
Breakfast show on Radio one
Aundh

Video
Internet

DVD/VCD of a movie
Indiatimes.com

Outdoor

Universe

The number of individuals within a given target

Target Group

The particular segment of the population that our campaign is

trying to reach

Socio Economic Classification

CPRP
Cost Per Rating Point
The cost of reaching 1% of my target with a specific medium
CPRP= Medium Total Cost/ rating or GRP

Television Rating Points

% of total population reached by an advertising campaign/ commercial

or programming.
% of the audience or TG base who had viewed a certain program or
time slot

Diary method- head count

People meter method- weighted average

Illustration:
TG- x1, x2, x3, x4, x5, x6, x7, x8, x9, x10
Viewers

Viewing time

x1

10mins

X4

5mins

X6

6mins

X9

24mins

Diary method- 4/10* 100 = 40

People meter- 10/30+5/30+6/30+24/30 *100= 15
10

CPT
Cost per thousand
The cost of reaching thousand people within my target with a given
specific vehicle or medium
CPT- Medium or Vehicle cost / Target audience in 000s
Used to compare efficiency of different media or different markets

Reach

Percentage of our target universe that was exposed at least once

to an advertising schedule. Usually measured over 1 or 4 week
period
Reach is normally expressed in Percent terms
Calculation of Reach
Universe: 10 individuals.
For a single episode of MTV Roadies:
if out of the above 10 people 6 saw at least 1 minute of the
programthen,
Reach:6 out of 10
Therefore, reach = 60%

Frequency: (also called Average Frequency or OTS)

The average number of times that each person is exposed to a
brands advertising campaign or schedule.
Example:
Average Frequency of 4.0 means that, as an average, every
person reached has seen the commercial 4 times. This is an
average, which means that some people will have seen the
commercial more times, and some less. The average gives us a
general idea of the campaign frequency performance.

Scheduling

Distribution of advertising weight across the campaign period

Circulation

The total number of copies distributed through all channels such

as subscriptions and newsstand

Readership

The total number of people who read a given publication

Advertising objective:
Sales
Communication