Advertising & Sales Promotion Management

7/28/2019 Advertising & Sales Promotion Management

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What is ADVERTISING ?

“ the action of

calling

something to the

attention of

public”.



“ ADVERTISING is the delivery of themost persuasive product message at

the right time, in the right place, to

the right person, at the lowestpossible cost”

Today’s Product/Brand Manager



Paid form of non-personal communication

about an organization, product, service or

idea from an identified sponsor, using mass

media to persuade or influence an audience.

DEFINITION FROM BOOK



to give the company a “personality” which sets it apart from the others.

to remind customers about their brands at the

right time and right place

to tell the public about improvements in products

to help their sales force to be more effective

to reinforce customer confidence in his/her purchase

Advertising use to:

inform people about products and services

to make brand names familiar to the public



Importance of Advertising It is very cost effective method to communicate to a large

audience.

It helps create brand image and symbolic appeal for thebrand which is a very important for companies selling

product/services that are difficult to differentiate on

functional attributes.

Advertising creates awareness, interest, desire and drives

the consumer to the shop.



Popular advertising campaigns attract customers

attentions and can help generate sales.For example : Ye dil maange more

Connecting People

The Best A Man can get

Daag Acche Hain

Desh Ki Dhadkan



Role of Advertising in Brand Promotion

Information and persuasion

Introduction of new brand or brand extensions

Building and maintaining brand loyalty among consumers

Creating an image and meaning for a brand



How does advertising work?

Awareness

Comprehension

Conviction

Action



Types of benefitsa) Objective benefits

b) Subjective benefits

c) Values-oriented benefits



Objective benefits

These are tangible, physical and measurable These are in the product

They are what you get by using it

Example - “Hawkins

pressure cooker

cooks quickest with

least trouble and

greatest safety”



Subjective benefits

These are in the consumers mind These are perceptions. These are what the

consumer believes she will get as a result of

the objective benefit.

Example - “ Cooking with

Hawkins will make mefeel that I am fulfilling

my role as a wife better”



Classification of Advertising Advertising in the consumer market

- National Advertising

- Retail/Local Advertising

- Brand Advertising

- Primary/Secondary demand advertising

- Political Advertising - Directory Advertising

- Direct-Response Advertising

- Public Service Advertising

- Interactive Advertising

Advertising to Business & Professional markets

- Business to Business Advertising

- Professional Advertising

- Trade Advertising



Hierarchy of effects

100% target audience

75% aware of the product

50% show some interest in the product

30% preferred the product

25% tried the product

15% Repurchase

How does advertising work?



Some do’s

Advertising should be informative.

Advertising should be entertaining.

Advertising should be involving.



Some don’ts

Advertising should never over claim any benefit in a product

or a brand.

Never try to put down or talk down your consumers in

manner that will insult them.

Try not to compare your brand with a competitor and try

not to show your competitor in bad light.

In case you do any comparison with your competitor or

show your competitor it should be done in a intelligent and

tactful manner that such that it is memorable and not in bad

taste.







Be Clever and Creative

Attract people and represent the brand in a positive way.

A clever ad represents a clever company.



Speak Loudly

The louder you talk,

the more people hear

you.



Don’t make them think ( too much)

You need to get the message across in a clever way, but it

shouldn’t make people think too much. A person should know

what the ad is saying as soon as they look at it.



Colors that pop but make sense

Colors should work with the feeling of the brand

and environment in which the ad is being placed.

Appeal to the targeted people through color, butdon’t make the colors distracting.

For a “fun” brand, use a collaboration of bright

colors. If the ad is more serious, possibly use a moresimple color scheme.



Be informative

Every advertisement must convey a message. Ads visually

represent a message.



Stand out and Be Memorable

Your ad should be unique, memorable and

completely different than anyone else. Be original.



Give off a Feeling

Someone should be able to tell the company’s tone by

looking at an ad.



Show Not Tell

Try using a more visual

way of representing a

concept instead of text.



Use Humor : Use a Metaphor

Humor is a useful technique for attracting people to an ad.

Metaphors can be a great way to add humor.



T H A N K Y O U !!

END OF PART:A

Advertising & Sales Promotion Management

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