Transcript
Unit IUnit I
ADVERTISING AND MEDIA MANAGEMENT
History History
Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising.
Black-figured lekythos with the inscription: “buy Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, me and you'll get a good bargain”, ca. 550 BC,
LouvreLouvre
Edo period advertising flyer from 1806 for Edo period advertising flyer from 1806 for
a traditional medicine called a traditional medicine called KinseitanKinseitan
History of INDIAN AdvertisingHistory of INDIAN Advertising
History of INDIAN Advertising History of INDIAN Advertising contd..contd..
DefinitionDefinition
““Any paid form Any paid form of of
non-personal presentation non-personal presentation and and
promotion promotion of of
ideas, goods or services ideas, goods or services by by
an identified sponsoran identified sponsor””
Advertising as a communication Advertising as a communication processprocess
Developing an Advertising Developing an Advertising CampaignCampaign
- An advertising campaign consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand
- An advertising campaign is planned within the framework of the overall strategic marketing plan and as part of a broader promotional program
- Steps in conducting a campaign are:
a. Defining objectives
b. Establishing a Budget
c. Creating a Message
d. Selecting Media
e. Evaluating the Advertising Effort
Developing an Advertising Developing an Advertising CampaignCampaign
a. Defining Objectives
Typical advertising objectives are:
- Support personal selling
- Improve dealer relations
- Introduce and position a new product
- Expand the use of a product
- Repositioning an existing product
- Counteract substitution
Developing an Advertising Developing an Advertising CampaignCampaign
b. Establishing a Budget
- Once a promotional budget has been established, it must be allocated among the various activities comprising the overall promotional program
c. Creating a Message
- Whatever the objective of an advertising campaign, to be successful, the individual ads must get and hold attention of the attended audience, and influence that audience in the desired way
- Surprising, shocking, amusing, and arousing curiosity are all common techniques used to gain attention
- If the ad succeeds in getting the audience’s attention, the advertiser has a few seconds to communicate a message intended to influence beliefs and/or behavior
Developing an Advertising CampaignDeveloping an Advertising Campaign
d. Selecting Media
- The message itself and the choice of media are determined by the nature of the appeal and the intended target audience
- Advertisers need to make decisions at each of three successive levels in selecting the specific advertising medium to use:
- Which type will be used (TV, Direct Mail, Newspapers, Radio, Yellow Pages, Magazines, Out-of-Home Advertising, Interactive Media)?
- Which category of the selected medium will be used?
- Which specific media vehicles will be used?
Developing an Advertising CampaignDeveloping an Advertising Campaign
d. Selecting Media (continued)
Some general factors that influence media choice are:
- Objectives of the ad
- Audience coverage
- Requirements of the message
- Time and location of the buying decision
- Media cost (“cost per thousand”)
e. Evaluating the Advertising Effort
Marketing MixMarketing Mix
Promotional MixPromotional Mix
BRAND IGNORANCE
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
THE HIERARCHY
OF
COMMUNICATION EFFECTS
Communication process Communication process
Shannon’s (1948) Model of the Shannon’s (1948) Model of the communicationcommunication
process.process.
An Interactive Model.An Interactive Model.
An Intermediary Model.An Intermediary Model.
A Transactional Model.A Transactional Model.
A Ecological Model of the CommunicationA Ecological Model of the CommunicationProcessProcess
DAGMARDAGMAR
Defining Advertising Goals Defining Advertising Goals for Measured Advertising for Measured Advertising
ResultsResults
Stages of DAGMARStages of DAGMARAWARENESS
COMPREHENSION
ACTION
CONVICTION
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