Advertising This is the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head. That being said, advertising costs can ad up quickly with mediums like television, radio and even online advertising which can be prohibitively expensive for many businesses. Other traditional forms of paid advertising include newspapers and magazines, the Yellow Pages, billboards, signs and posters. As well, advertising on buses, benches, gas pumps and even public restrooms is in vogue today. Basically, any medium which provides an opportunity to target "eyes and/or ears" can be a venue for advertising and you can see examples of successful promotion in the most unlikely places.
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Advertising
This is the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head. That being said, advertising costs can ad up quickly with mediums like television, radio and even online advertising which can be prohibitively expensive for many businesses.
Other traditional forms of paid advertising include newspapers and magazines, the Yellow Pages, billboards, signs and posters. As well, advertising on buses, benches, gas pumps and even public restrooms is in vogue today. Basically, any medium which provides an opportunity to target "eyes and/or ears" can be a venue for advertising and you can see examples of successful promotion in the most unlikely places.
The Marketing Communications or Promotional Mix
Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix.
Definitions:
Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication; Expensive
Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools
May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences
Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are costs involved)
Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts
When deciding upon your unique marketing communications mix, you should also consider the Product Life Cycle. Here are some general guideline as to how and when to emphasize different parts of the mix according to the stages of a typical product life cycle:
Introduction: Heavy use of advertising, public relations for awareness, sales promotion for trial
Growth: Advertising, public relations, branding and brand marketing, personal selling for distribution
Maturity: Advertising decreases, sales promotion, personal selling, reminder & persuasion
Decline: Advertising and public relations decrease, limited sales promotion, personal selling for distributionNext let's briefly walk through each of the various parts of the marketing communications mix.
• Feature: focus on dominant traits of product and highly informative
• Product Popularity
• News appeal: All announcements
• Favorable price appeal: Value for money
Informational(Product popularity appeal)
Part of informational appeal showing the popularity of the product.
Emotional
• Focus on consumer’s social/ psychological needs for purchasing a product
1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. AXE
2. Social feelings: Recognition, status, acceptance etc.
Raymond Ad - Teacher At Wedding2.flv
Emotional
• Social feeling
Bharti AXA Life Insurance Latest Ad - TVC.flv
Humor Appeals
• Best known
• Best remembered
• Set positive mood
• More used with low involvement products
But…
Distracts from brand and attribute
Camlin Marker Funny Indian Commercial Advertisement.flv
Reminder ads
• Just to show presence in the market– Archies cards– Usual Pepsi ads
New Indian Vodafone Commercial (Independence day special).flv
Teaser ads
• Designed to build curiosity, interest,excitement about a product
• Mainly used while introducing new product or name change etc.– UBI logo change
Advertising Execution
How appeal is presented to consumer• Factual message: Industrial products• Technical evidence: Colgate• Demonstration: HARPIC• Comparison: VIM BAR Challenge• Testimonial: Own experience BP, Maggi Noodles• Animation: Kellog’s, All Out, Pillsbury• Personality symbol: Dr. Fixit, Binani Cement
AIDA Model
Desire
Awareness
Interest
Action
Hierarchy of Effects
Unaware
Aware
Comprehension& Image
Attitude
Action
New Adopter Hierarchy
Awareness
Interest
Evaluation
Trial
Adoption
Lavidge and Steiner model
Awareness
Knowledge
Liking
Preference
Conviction
Action
Advertising Copy
Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy.
Types of Copy
• Scientific copy (Technical specifications are specified. E.g. High
involvement goods or durable goods or industrial goods.)
• Descriptive copy: In a non-technical manner, the product attributes are
described. The copy uses direct active sentences. There are short and
pithy sentences. It looks very commonplace announcement.
• Narrative copy: Here a fictional story is narrated. The benefits of the
product emerge from the story. Maybe, the narrative is humorous. Or
else, it has strong appeal. It should make an imprint on our memory.
• Colloquial copy: Here informal conversational language is used to
convey the message. It could even become a dialogue. In many TV
advertisements, we find the colloquial copy.
• Humorous copy: Humor has been heavily used in advertising-especially
in TV commercials. It is just as heavily suspect. But effective humor
makes the advertisement noticeable.
• Topical copy comes about when a copy is integrated to a recent
happening or event. Especially during the world cup days, you had ads
like – ‘Britannia Khao, World Cup Jao’.
• Endorsement copy here a product is endorsed by an opinion leader who
has a large following. I shall be discussing this at length in a later lecture.
• Questioning Copy: In this copy, several questions are put forward not to
seek answers but to emphasize a certain attribute.
• Prestige Copy The product is not directly advertised. Only a
distinguished and favorable atmosphere is created for the sale of the
product.
Advertising message and appeals
The most popular and widely accepted need scheme given by A.H.Mashlow
(i) Physiological Needs or Creature Comforts (Hunger, Thirst, Sex, etc.)
(ii) Safety Needs (Security, Protection, etc.)(iii) Love Needs (Affection, Belongingness, etc.)(iv) Esteem Needs (Self-Respect, Prestige, Social Approval,
Appeals and Advertising Message We have mentioned that the advertising message should appeal, directly or indirectly, to those key needs, which influence behavior response.
It may be an appeal, a time, an idea or a unique selling proposition. In fact, the message content ultimately formulates some kind of benefit, motive or reason why the audience should respond to, or do, something. The message content refers to what the advertiser has to say to the target audience that will produce the desired response. It may be an appeal, a time, an idea or a unique selling proposition.
Types of AppealsAppeals are broadly classified as rational, emotional and moral appeals.
Rational appeals are those directed at the thinking process of the audience. They involve some sort of a deliberate reasoning process, which a person believes would be acceptable to other members of his social group.
(i) High Quality: People buy television, stereophonic music systems, furniture, refrigerators, electric gadgets; kitchenware and a host of consumer durables for their high quality.
(ii) Low Price: Many people buy low-priced locally made air conditioners for their homes because they believe that these products will show a product performance similar to, or slightly inferior to, that of nationally reputed brands at higher price. (iii) Long Life, as of a car tyre that will give 30,000 kms, before its utility has been exhausted. (iv) Performance, as of a ballpoint pen that won't release excessive ink or skip under any circumstances. (v) Ease of use, as of a screwdriver with a magnetized tip which clings to the metal head of the screw, or a timer in the kitchen mixer which switches off automatically after a pre-determined time period. (vi) Re-sale Value, as of a two-wheeler scooter. "Bajaj" has a better re-sale value than any other make.(vii) Economy, in the operating expenses of some brands of refrigerator is greater because they consume less electricity. Many two-wheeler vehicles claim a better mileage per litre consumption of fuel than similar other vehicles.
Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a buying.
Emotions are those mental agitations or excited states of feeling which prompt us to make a purchase. Different emotional appeals, which are particularly important from the advertising point of view, are listed below. Following several motivation research studies, it has been found that negative emotional appeals are more effective than positive ones.
All brands have rational and emotional credentials. Levi's is youthful, rebellious and sexy. But it offers rational benefits like strength too. One has to balance between rational and emotional arguments.
Negative Emotional Appeals:
An advertiser may try to induce a particular behavioral change by emphasizing either positive or negative appeals, or a combination of both. For example, an advertising campaign to get the target audience to buy fire insurance may stress the positive aspect -low cost relative to other investment, the services the insurance company provides, early settlement of claims, and so on; or it may stress the negative aspect of not getting insurance - the danger of losing one's possessions or the ravages of fire.
Precautions while using the Emotional Route: 1. The advertising should have relevance. If the product needs attribute-based rational Advertising, emotional appeals should be avoided. 2. There should be a natural flow of feelings. 3. Execution should not be exaggerated. The level of emotionality should not exceed that Experienced by the consumer. 4. There is a difference between a consumer's emotions associated with the product / brand and a consumer's emotional reaction to the ad copy itself. Preferably, these two should be compatible.
Fear Appeals: The fear appeal is most important among emotional appeals, and also the most effective. It is said that the message's effectiveness increases with the level of fear it generates.
A recent ad of "Colgate" shows a man not able to bite because of severe toothache, and then suggests the use of " Colgate Salt" to avoid a recurrence of toothache.
first building up fear and then offering a solution with other positive appeals of the product advertised.Take the case of life insurance. Fear appeals are still required to sell policies. However, fear appeals fail in the case of the cancer hazard of cigarette smoking, which is often rejected by most smokers.
Moral appeals are those appeals to the audience that appeal to their sense of right and wrong. These are often used in messages to arouse a favorable response to social causes, such as prohibition, adult literacy, social forestry, anti-smuggling and hoarding, consumer protection, equal rights for women, social responsibility projects of corporations, rural development, siding weaker sections of society, employment generation, and so on. There are messages that appeal for generous donations for flood victims and for famine relief operations
Essentials of an Advertisement Appeal
(i) It must be thematically sound. (ii) It must be communicative. (iii) It must be interesting. (iv) It must have credibility. (v) It must have finality and be complete. (vi) It must contain truthful" information.
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Art Direction and Production
The Evolution from Words to Pictures
Improved technology Advantages of visuals over text Brand images are build better with visuals Visuals can be protected legally Visuals are more portable than words across
cultures Visuals allow placing the brand in a social
context
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Illustration
The actual drawing, painting, photography, or computer-generated art in the ad.
Definition:
Purposes: Attract attention of the target audience Make the brand heroic Communicate product features or benefits Create a mood, feeling, or image Stimulate reading of the body copy Create the desired social context for the
brand
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Illustration Components
Size
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Illustration Formats
How the product or brand will appear as part of the illustration
Formats include:– Emphasizing the social context or meaning
of the product– More abstract formats
Must be consistent with the copy strategy
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Ad in Context Example
Illustrations can place the brand in a social context.
Illustrations can place the brand in a social context.
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Strategic and Creative Impact of Illustration
Attracts attention of target segment and stimulates information processing
Communicates brand value relative to target’s decision making criteria
Visually presents the creative strategy Creates a mood for the brand Creates an image for the brand Makes concrete the values and benefits of the
brand that may be intangible
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Design
The structure (and plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement.
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Principles of Design
Balance
(Formal)
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Formal balance can create a very orderly look and feel.
Formal balance can create a very orderly look and feel.
Ad in Context Example
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Principles of Design
Balance
(Informal)
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Ad in Context Example
Informal balance can create desired eye movement through an ad.
Informal balance can create desired eye movement through an ad.
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Principles of Design
Proportion
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Principles of Design
Order
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Principles of Design
Unity
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Principles of Design
Emphasis
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Emphasis in an ad will lead the reader to focus on one layout element more
than another.
Emphasis in an ad will lead the reader to focus on one layout element more
than another.
Ad in Context Example
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Layout
1. Thumbnails
2. Rough layout
3. Comprehensive
4. Mechanicals
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Print Production Processes
Letterpress Offset lithography Gravure Flexography Electronic, laser, and inkjet Computer print production
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Typography
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Art Direction and Production in Cyberspace
Cyberspace is its own medium The audience is not passive At present, it is closer to print than TV
– Streaming and RSS are improvements
Revision can be done instantaneously Persuasive content versus entertainment is a
challenge Consumer generated content (CGC) is
making its way into cyberspace (YouTube)
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Art Direction in Television Advertising
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TV has changed the face of advertising TV is about moving visuals It can leave impressions, set moods, tell
stories It can get consumers to notice the brand TV production is complex, with many people
and requires tremendous organizational skills
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The Creative Team in Television Advertising
Creative Director (CD) Art Director (AD) Copywriter Account Executive (AE) Executive Producer Producer
Agency Participants: Production Company Participants:
Director Producer Production Manager Camera Department Art Department Editors
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Creative Guidelines for TV Advertising
Use an attention-getting opening Emphasize the visual Coordinate the audio with the visual Persuade as well as entertain Show the product
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Production Process for TV Advertising
Preproduction– Multiple activities that occur prior to
filming the commercial
Production (shoot)– Activities that occur during filming
Postproduction– Activities that occur after filming to
ready the commercial
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Preproduction Process for TV Advertising
Selection of location,Selection of location,sets, and castsets, and cast
Creation of aCreation of aproduction timetableproduction timetable
Review of bids from Review of bids from production houses and other production houses and other
supplierssuppliers
Assessment of directors, Assessment of directors, editorial houses, andeditorial houses, and