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PRESENTED BY: AYUSHI AGGARWALANKIT GUPTASOURABH BANSALSUMIT KUMARGURNOOR KAUR SHRISHTI AGGARWALSANJEEV PAULHARPREET SINGHADVERSTISEMENT PROCESS AND ADVERTISING SQUARE
WHAT IS ADVERTISEMENTAdvertisement (ad) is an efficient and effective technique to promote goods, services, and ideas. It is a paid form of non-personal communication wherein business information is made available for potential customers.Advertisement, is derived from the Latin wordAdverterewhich literally means to turn the minds of towards. Advertisement promotes and supplements selling of products, services, and ideas to a great extent. The most interesting part of an advertisement is it carries factual information with fascinating emotional appeal. Hence, without a proper advertisement no business can prosper.
FEATURES OF ADVERTISEMENT
OBJECTIVES OF ADVERTISEMENTPreparing ground for new productCreation of demandFacing competitionEnhancing and creating goodwillMaking new customersInforming changes to the customersBarring new entrants
PURPOSE OF ADVERTISEMENTTo reassure employees or shareholders that a company is viable or successful.To reach the massesTo generate awareness among the customers.Increase in sales and thus, in profitsconvince customers that a company's services or products are the bestEnhance the image of the companyPoint out and create a need for products or servicesDemonstrate new uses for established productsAnnounce new products and programsDraw customers to the businessTo hold existing customers
CLOWS & BAACK MODELThe model of Clow and Baackclarifies the objectives of an advertising campaign and for each individual advertisement. The model postulates six steps a buyer moves through when making a purchase:AwarenessKnowledgeLikingPreferenceConvictionPurchase
ADVERTISEMENT PROCESS Mass demand has been created almost entirely through the development of AdvertisingStep 1 - Briefing:the advertiser needs to brief about the product or the service which has to be advertised and doing the SWOT analysis of the company and the product.Step 2 - Knowing the Objective:one should first know the objective or the purpose of advertising. i.e. what message is to be delivered to the audience?Step 3 - Research:this step involves finding out the market behavior, knowing the competitors, what type of advertising they are using, what is the response of the consumers, availability of the resources needed in the process, etc.
Step 4 - Target Audience:the next step is to identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For e.g. if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it.Step 5 - Media Selection:now that the target audience is identified, one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy are successfully reached.Step 6 - Setting the Budget:then the advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company.Step 7 - Designing and Creating the Ad:first the design that is the outline of ad on papers is made by the copywriters of the agency, then the actual creation of ad is done with help of the art directors and the creative personnel of the agency.
Step 8 - Perfection:then the created ad is re-examined and the ad is redefined to make it perfect to enter the market.Step 9 - Place and Time of Ad:the next step is to decide where and when the ad will be shown. The place will be decided according to the target customers where the ad is most visible clearly to them. The finalization of time on which the ad will be telecasted or shown on the selected media will be done by the traffic department of the agency.Step 10 - Execution:finally the advertise is released with perfect creation, perfect placement and perfect timing in the market.Step 11 - Performance:the last step is to judge the performance of the ad in terms of the response from the customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted people, was the advertise capable enough to compete with the other players, etc. Every point is studied properly and changes are made, if any.
ADVERTISEMENT SQUARE It is also known as 360 degree branding i.e.is a branding effortwhich tries to include the brand identity into a holistic approach so that the brand is in touch with and visible to the customers at all the times.Its all about creating a distinctive brand philosophy which is centered on consumers. It helps to anticipate all aspects of consumer needs. Especially when brand is fairly new it needs to be present everywhere to build a brand image.360 degree branding is a combination of integrated marketing and web 2.0 usages.Integrated marketing follows a user centric approach and primarily focuses on use of online and offline tools to engage and excite consumers. Integrated communication ensures that message is consistent throughout irrespective of the channel.
A web 2.0 usage pays more attention to customer rating and social media as consumers talk about the brand outside of the boundaries of the brandA 360 degree branding has various elements like print, media, broadcast, email, phone etcA brand manager has to ensure that each of these elements should run according to the essence of the brand and the strategy.For example: In Social media apart from posting messages, we can also establish conversation, get a feedback from user, collect big data, or even manage issues and complaints.Similarly Public Relation not only covers the press releases or media gatherings, but it also involves media training for internals to ensure brand sustainability.
360 DEGREE APPROACH
