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ADVERTISING
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What is Advertising?
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services by an identified sponsor.
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Advertising Decision process
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Advertising Objectives
Informative
Persuasive
Reminder Reinforcement
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Informative advertising iscarried out in an informativemanner.
The idea is to give the ad thelook of an official article to
give it more credibility.Also, informative ads tend to
help generate a goodreputation.
http://en.wikipedia.org/wiki/Informativehttp://en.wikipedia.org/wiki/Informative8/2/2019 Adds Final
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Entice consumers into purchasing specific goods orservices, often by appealing to their emotions.
Persuasive advertising
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Persuasive advertising
Entice consumers into purchasing specific goods orservices, often by appealing to their emotions.
The assumption is that the consumer alreadyunderstands the basic nature of the product, but needsto be convinced to buy the product apart from thecompetition.
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Reinforcement Advertising
Advertising intended to re-assure purchasers,to tell them that they have done the rightthing in buying the particular product.
To explain how to get the best results andmost satisfaction from its use, the purpose ofreinforcement advertising is to maintainmarket share
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Major Media Types
Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
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Top 10 Advertisers
1. Hindustan Unilever
2. Reckitt Benckiser (India)
3. Coca Cola India
4. Bharti Airtell5. ITC
6. LG Electronics India
7. Cadbury's India
8. Pantaloons Retail India
9. Procter & Gamble
10. L'Oreal India
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Advertising Expenditures
Media $ % of Total
TV 72.1 32
Radio 20.9 9
Internet 16.7 8
Magazines 23.7 11
Newspaper 45.8 20
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Advertising Planning Process
Advertising Objectives
Budget Decisions
Creative Strategy
Campaign Evaluation
Media Strategy
Brand Positioning Target Market
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Creative Strategy
Unique Selling Proposition
Translates brand positioning into a
compelling message.
Objective is Memorability
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Hierarchy of effects
Communication Process
Awareness
Interest
Liking, Preference
Purchase, Action
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Appeals in advertising
Emotional = appeal to psychological, social or symbolicneeds.
Rational = provide information about functional andutilitarian aspects of the products.
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Logical
Appeals to the consumer's practical or functional needs in an attemptto appeal to the consumer's sense of logic.
In a logical appeal, the product or service is positioned as the logicalchoice for the consumer.
For example, if an individual on a diet wants to drink beer, then thelogical choice would be a light beer.
Humor
Memorability device.
Humor should not clutter the product benefits. Execution detail: Show consumer how to avoid the problem.
Appeals in advertising
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What is Sales Promotion?
Sales promotion consists of a collection of
incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of
particular products or services by consumers
or the trade.
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Sales Promotion Tactics
Consumer-directed
Samples
Coupons
Cash refund offers
Price offs
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
Trade-directed
Price offs
Allowances
Free goods Sales contests
Spiffs
Trade shows
Specialty advertising
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Using Sales Promotions
Establish objectives
Select tools
Develop program Pretest
Implement and control
Evaluate results