Advertising sales promotion and management (ASPM)

ADVERTISING PROMOTION

AND SALES

Contents:

1. Advertising Introduction2. Developing the ADVERTISEMENT3. Market Segmentation, Targeting, and Positioning4. AIDA (Attention, Interest, Desire, Action)5. Comparison between traditional and IMC marketing approach6. Defining IMC

7. Reasons for the Growing Importance of IMC8. Branding9. ADVERTISING MANAGEMENT

10. Conclusion

11. References

ADVERTISING

INTRODUCTION

Advertising is a form of communication for marketing and used to encourage, persuade or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

The word advertising comes form the Latin word "advertere” . That means "to turn the mind toward"

Definition According to American Marketing Association “advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.

Definition According to American Marketing Association “advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified

sponsor.

MEDIA-Reach,

frequency-Major media

types-Specific

media vehicles-Media timing-Geographical

media allocation

Developing the ADVERTISEMENT

MISSION -sales goods-advertising objectives

MESSAGE-Message

generation-Message evaluation-Message execution

Measurement

-Communic

ation -Sales impact

MONEY-stage of PLC-market share-competition-Advertising frequency

Market Segmentation, Targeting, and Positioning

• Segmentation is the process of classifying customers into groups which share some

common characteristicSegmentation is the process of classifying customers into groups which share some

common characteristic

Targeting involves the process of evaluating each segments attractiveness and selecting

one or more segments to enter

Positioning is arranging for a product to occupy a clear, distinctive and desirable place

relative to competing products in the mind of the consumer

AIDA (Attention, Interest, Desire, Action)

Attitude Based Decision Process: Stages Hierarchal steps

Comparison between traditional and IMC marketing approach

Traditional Approach to Marketing Communications :

Contemporary IMC Approach

Defining IMC

IMC is a strategic business process used

to plan, develop, execute and evaluate

coordinated, measurable, persuasive

brand communication programs with

consumers, customers, prospects

employees and other relevant external

and internal audiences.The goal of IMC is to

generate short-term

financial returns and

build long-term brand

value.

Reasons for the Growing Importance of IMC

Branding

Brand Identity is a combination of factors: Name, logo, symbols,

design, packaging, product or service performance, and image or associations in the

consumer’s mind.

IMC plays a major role in the

process of developing and sustaining brand

identity and equity.

ADVERTISING MANAGEMENT

ADVERTISING MANAGEMENT

DevelopingSTRATEGYSelecting Media

Setting the AdvertisingBUDGET

Advertising Effectiveness

Advertising OBJECTIVES

Defining advertising

Target

ADVERTISING TARGET

The advertising target is the audiences, towards whom the ad targeted.

Sometimes this target encompasses the entire target market.

In other cases it includes only a subset of target market.

ADVERTISING OBJECTIVES

The basic objective of advertisement is effective communication b/w producers and consumers. Some following objectives are:

Preparing ground for new productCreation of demandFacing the competitionCreating and enhancing goodwillInforming the changes to the customersNeutralizing the competitor’s advertisement

ADVERTISING BUDGET

• It’s a component of the total promotion budget, must be allocated among markets, brands & media.

• Under this system, brands in the introductory stage would receive more funds than those in the maturity stage.

There is 5 factors are consider for setting the budget-Product life cycle stage-Market share & consumer base-Competition & clutter-Product substitutability-Advertising frequency

ADVERTISING STRATEGY

1. Selects an appeals 2 Formulates the ad concepts

4. Provides technical direction 3 Develops the ad elements & production

Headline

signaturesignature

Copy

Illustration

ADVERTISING MEDIAADVERTISING MEDIA

• In advertising, mass communication channels are called advertising media, like- newspaper, magazine, radio, TV .etc.

• The major type of advertising media are- print, broadcast, direct, location.

Print media

More information can be communicated more accurately through print media than others.

The major type of print media are Newspaper, Magazines, Brochures, Fliers etc.

Newspaper can be classified as daily or weekly with local or national distribution. Local newspaper are geographically selective & national newspaper that offer regional edition.

The number of general-interest magazines are declined now days while the special type of magazines has increased. so, it’s the one of important vehicle for advertising.

•

• MAGAZINES can also be classified by the target group for which the content is tailored: consumers, business, farmers

.

• consumers magazines range from large circulation , general-interest magazines & special interest magazines are Readers digest, Times magazines, India today, Film-fare magazine, Fishing Chimes etc. Business publications include magazines of broad scope like Fortune & those targeted specific industries. Farm magazine is a broad interest national magazine.

• most magazines are national & are published monthly.

magazine news paper

Broadcast media

•Radio & TV are broadcast media. Whereas advertiser buy space in print media, they buy time on broadcast media.

Television, the fastest growing medium, also reaches practically all homes. TV ads generally have the greatest impact because they stimulate both sight and hearing & advertiser can show their product in use.

Direct advertising media

Marketers try to communicate directly with potential customers when they use direct advertising media like Direct mail, mail order, and un-mailed direct media.

Direct mail & mail order, can have a format of any size or shape that is unbound.

Un-mailed direct , includes Leaflets & Booklets that are distributed door-to-door or in parking lots.

Conclusion

Advertising and promotion has a crucial and key role specially in building new customers , penetration and embedment of new product/service easily into market.

Thus study of them is very much essential for successful marketing

References :

Kotler Philip, “THE FRAMEWORK FOR MARKETING MANAGEMENT”, 5th Edd. , 2002. India

William F. Schoell, “MARKETING- CONTEMPORARY CONCEPTS & PRACTICES”,10 th Edd. , 1990, Allyn And Bacon, INC. Boston.

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