1Setting Advertising Objectives

Advertising - Any paid biin itf non-personal presentation and prornotion ofideas, goods, or services by an identified sponsor.

C h a racteristb sf advert{sirs-Reaches large,

Geographicalty single atdiarw,

Often with high frequency,

Low cost pcr rryosure, tholh sverall costs e high;

Builds branci image;

l\@' stirmrlrte short-term sdcs,

one-way.

ntgns{ffi ?l

'' gIttuUtESDilo SfiIEIIGTHEIIS OTffi?milOil ltllx El"EltlEllTS. FTELOPS BRAND PffiE. GUllS COSTS - Mvertisirp lry f frfrfigttal in cutting dovvn

prq*iion and #ng costg k#tg wfr sales decrease unit costs. L0frIS PRICES - In any nrtet basfl and cqnpetitive econoffiY,

whefi r* cost of e prortn gFes dctr+ tfiere are o

7.

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contentts and showing how different Your clothes look

when washed with Uiala.

Petsuasive adveftising :

It is generally used when the product is in the competitive sFge, rvhere

the cornpny's objective is to bsild selective demand for a particular

. brand.

ivhirtpwl ice magic pffins itself as reiftg a quick icemakerand was the first one of its kind to use this as a mar*etingplatform

Hninfrdveil*sing:It is very importalt 3 uss &cs t#i38 ** proert is in the maturity stage'

Thsy re intended to fltd pooplef'prr3*rcc yo11. brand.

rffiffi up, cd

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HLL'I ad's for LUX ,LIRIL, REXONA

Classified Adveftisi n9,

This advertising gives information dissemination about

a sale.

TOI classified *ction

Pr6motional Advstisi ng :

Ttl*S 3{vertising'informs an announcgment about asale.

ADlDAs.fierlngS0o/oDIwwTd'#}oes"

A&cacy A&crtisinlhThrs advertisirlg is used b Ptslicize a particular cause.All tfe social ads fall into thii category'

Do boofl Zindagi ki

AIDS AWARENESS ADS by Maharashtra Govt.

National Advertising:

Advertising that is done in one nation only.

Dabur Ads or Nirma Ads

Local Adveftising'

Advertising that is carried out in a particular region or'

rnarkeL

BRtt *rd AMRiLff4IuLIAN selecHl ffi eampaigndired,g! towards consumers ln $rtfi India '

Glolal Advetsifi$:Adverssing that is carrted on.fol a company or a

product globallY

I'm loving it was a global ad rcleased by McDonalds

g)N THE BASIS OF TARGET GROUP

l..rri:-r-a i.r.:!-'"

Consumer Adveftising'

Advertising that is directed towards the consumer

directly.

AttFMCGproductadslikeP&G,NESTLEetc'

Industria I Adve*isin g'

Advertising that is directed by Industri'al Gsods

l4anu@uref to his Filget ryP'sKF ffiRINGS d'tffit tlrcir # in fi#ffiral Jwrnals to

TELCO CtC,

Trate Advertising'

pe of advertslrig, the ads are directed to the

Initiatw rather tfian ,the end user of the product'

llost Pfnrmaceuful Go{nrynies dired their ads in

Itdical fournats to hctors, who prescribe the

medicines fo the Patients'

Adveftising to business or profession

'fhis type of advertising is airned at resellers and professionals' The media

used here is direct mail or professional magazines: These are ads which are

not directed towards the final consumersI

corporate ads are also a pwt of these typ{t of ads. The target gurys of

corporate advertising are most often customers' stockholders, anployees'

financial institutions, political leaders and govemrnent' The objectives of the

corporate or the institutional x$ may be to eg*lish or boost corPorateidentity and image, counter negative attittdes tosrr& s coltrPily' industry

=

.' , ^ ^. ^ ^--^hr' +^ Gdtrr cli llicor to prorl* and relate the company to sornc ry srid pubirterest causc. The rcent Aditya Birla group crryBlgn would frt into this

cory

iFn- Product adteftis*;r

In this type of advertising advertisemenB depicting an ideq a social cause

etc is includ" Surrogate advertisements a:e also a part of strch non- product

advertisements.

Brand adveftising'

This advertising helps in the long-term build up of a brand'

aIt seeks 6tnrur. the buyers that they have made the right choice by

purchasing your brand.

Hamara Bajai advertisements make the owner of the twowheelers of Baiaj proud of their possession by giving it apatri oti c Pos iti o n i n g .

Stage in ttrc pfoffi life cycle: rpw products q/picafryreeive large adreftising h$Ets b fuiH iilv.if,eness ard b lrain@rlsumers tslal.

Flarkert*re aild oulsumcrlllr tl= brands having af'rgfr rnaket shac 515lly re$rire tsrs dwrfring o

tI

tII! Product substitutability: brands in the commodity class

require heavy advertising to establish a different image. For example,

cigarettes, beer, soft drinks. Also advertising is impohant when the

brand can offer unique phy$cal beneftts or features.

Consumer Adveftising

Tttese are basically nothing but product or service advertisernenb

ffied tpidads the consr.rtner or the customer as such'

$$ advertHtnts cil be in the form d rgffial w locda*rcrtisemerFdso.$.dr kind of adrertgr#F wes emoticnal or

rdisnal appeal Ft fre*r a/ArertisernerR

ffit#tr3ments sudt * that of De8ffs, LIC etc u* tkemffilatappeattoattrecttfieconsumerc.ontheotherhand ffitisements such as tfie Kawasaki baiai caliber'vim Baretc use the rational ap4al to address ifs target

audience.

'l'lre advertisement of DeBeers uses an emotional appeal because the

statement "l have my feet firmly planted on the ground except when I'm

wearing the millennium diamond' suggests that by wearing them u can fly

high in rhe sky and feel like what urmita does in the advertisement

FFfs!-*qftjtt'ru"'s11' :- ti'-\i'e^.''e

Rernihder Adveftising:

This advertiSing is highly important in the mature stage

of tfre product 1e k,egq the consumer thinking ahut theproduct.

Fevicol campaigns act ffi a reminder form of

advertising, bonding Fevicol w+th conswrlers as the strongest

Adhesive

A relaEcl form pf advertising is REIJIfORCEIEilTADVEffi:$iEIIEIIT, whicfr ry F *suie curentpurcha*s that they have Fl* tfie right choice'

r'tmun suzuKl tG tell that $e coNsuMER is a part of1,00, g(X) ha PPY custolrlers'

Some cornpanies, in an effort to reduce costs andmaintain greater control over agency activities, have

set up their own advertising agencies internally' An in-

houseagencyisanadagencysetuP,ownedald

TyPGtsf advsltdns*In- hou* aoencigr

IF.nr-'w-!tr$r*':*rr' *

operated by the.advertiser' Many compa{lies use ln-

houseagenciesexclusively;otherscombinein-houseefforts with those of outside agencies'

Amajorreasonforusingin-houseagencyistoreduceadvertisingandpromotionalcosts.Companieswithvery tiarge drertising budgets pay a substantialamounttooutsideagEnciestntheformofmediaco'Tsnlsgbns. with al inter:nal structure, thesecommissions go to sre h?-house ad agency. An in-house

ad agency can also povide relatett lvork' t:,*:::preser*ations and sales force matertd, package design,

andp$ltcrelationsatalowerqflrantheouEkleagPncies. ,

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In-house agencies in India are:

l.Levers - Untas (PreviouslY)

2.Videocon - Confidence

3.Rdiance - Mudra (when Mudra started out)

Creattrye boutique is an agency that provides onlycreative services, These sped*3gO companies' have

developcd in response to sotTt dlent,s desires to useonly the cFtFtive talent of an ouElde provider whilemaintaining the other functbns internally'

The client may seek outside creative talent for tworeasonsI

l,Because he wantS an extra creative effort

z.May be because its own employees of the in-house

agency or the agency that he has appointed donot have sufficient skills in this regard'

I[2-ry,q1.:;'.

Few creative boutiques' in India:

1.RMG David

2.Vyas Gianetti Creatives

3. ChloroPhYtl

Media buyrng agencies re independent companies that

specialize in tfie buyirE of mdla' particularly radio and

television. The task of purchasing advertising media

has gnown more cornptex as specialized media, so

mediabuyingserviceshavefoundanichebyspecializing in the analysis and purchase of theadvertisingtimeandspace.Agenciesandclients

generally develop their own media plans and then hire

the buying services to execute them

Some media buYing agencies

.Mindshare

2.Initiative Mediia

3.Zenith Media

4.@timedia

5.Stafpm

6.Fulcrgr

Frd - selvice#YThe function of an advrti*qg agency is to see to it $at itsclient's advertising leads tO grecter pnofu in $ tor runthan could be achieved wtttroryt fte ad agency' Most suchagencies are large in size and offbr their clients a full range

of services in the area Of marfteting, communications andpromotions. These include planning, creating and producing

the advertisement, media selection and research. Otherservices offered include strategic marketing planning, sales

lftry. Jf1ryt4:!5.br-:.:..1:dr:i, : : :J,:. iii

training, Packagemana,gemnt, trade

.design, salesshows, PublicitY and

promotion, eventpublic relations.

l.communication effct @@' it seeks todetermine whether an ad is comfnunicatingeffectivbly" called py testing, it can be dofle beforean ad is ,put *flGo mdia and after it is printed orbroadcasted. There are three major methods of

ertising Pre-testing :

1. ffi rating method; in Stis ctxse' $erate Sre alternative ads'

"co-nqtnlilns are asked to

These ratFrgB 5r used'to evaluate the ads.

2. Po;4#Ofitf re$b: fr, the consumers are askedto view tr listen to a prtfolio of advertisements,taking 6s much as urne as they need. consumeE

ane then asked to recall all the ads and theircontent, aided or unaided by the interviewer.

3. LabOratory te$sr it uses eguipment to measurethe physiolqgical reactions heartbeat, bloodpressure, pup\t dilation, perspiration to an ad 'These tests measure attention g$tting power butreveal nothing about ttle impbA on beliefs'at$$des, or it*Ensions'

Dct rcGalc I's # trect2"SaF3 effest ryh: advertisingis g:nerally difficult to measune than itscomriffitioneffect.ThisismainlyHausethesales are trilf,r'end] bv rnany drer factors, such asthe product ftatures, price, availability, as well as

thecompetitor,sactions.Companiesaregenerallyinterested in finghg out whether: they areoveFpendirrgorur*dgspefidingonadvertising.

Attention

Intsest

DdC

Action

nffifit #beamdrproroscffitBe ilffiested enough to pay ffientiort'tlfe procrct'sfeatures/ffir

"dHave a desire to bencfr*Uq tfie prcduds #ringF'Action, the foufth stage' rould oome as a natrral

result sf mowrt through fte first three stagcs

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CRITICISM

Hierarchy of effecS [email protected] nis been criticized on some points' such

asthatpeopledonotexactlyfollowthesesequel}ces

People in all the cases may not stricsy follwv a sertss of stages

as are explained in the hierarchy of effiects rnodel' They fnaY in

certain sihlations, &ecfiy junp to a particrdar stage' notfollowing the stagres h a logical p#rn'

For e.g. a child acgnpanying ndler b a groery store isliketytodemarrdaproductwittrq.tir*i$nginstageslikebeonrirg aware about it, being interes$d by r ild spn hryingit. He maY just be lured ry the dsPH