Post on 07-Apr-2018
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Syed Ahamed
ISBR Chennai
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W hat is Advertising?
Any paid form of non personal presentation andAny paid form of non personal presentation andpromotion of ideas, goods and services through masspromotion of ideas, goods and services through massmedia such as newspapers, magazines, televisions ormedia such as newspapers, magazines, televisions orradio by an identified sponsor. ( Kotler )radio by an identified sponsor. ( Kotler )Advertising is mass, paid for communication which isAdvertising is mass, paid for communication which isused to transmit information, develop attitudes andused to transmit information, develop attitudes andinduce some form of response from the audience.induce some form of response from the audience.
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Characteristics of Advertising
Non personal form of communication aimed at aNon personal form of communication aimed at atarget audience.target audience.Used by commercial and by not for profitUsed by commercial and by not for profitorganizations.organizations.Most advertising is concerned ultimately with selling.Most advertising is concerned ultimately with selling.It is a major element in the promotional mix.It is a major element in the promotional mix.
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O bjectives
An advertising objective is a specific communicationAn advertising objective is a specific communicationtask to be achieved with a specific target audiencetask to be achieved with a specific target audienceduring specified period of time.during specified period of time.
Like all objectives they should be SMART.Like all objectives they should be SMART.In essence the main advertising objectives are:In essence the main advertising objectives are:-- To Inform: to provide information about a productTo Inform: to provide information about a product
-- To Persuade: to persuade people to buyTo Persuade: to persuade people to buy-- To Remind: to remind people about a mature productTo Remind: to remind people about a mature product
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Summary of O bjectives
To create awarenessTo create awarenessTo informTo informTo remind customersTo remind customersTo reassure customersTo reassure customersTo support the salesTo support the salesforceforce
To persuadeTo persuadeTo promote Ideas/To promote Ideas/Attitudes/ CausesAttitudes/ Causes
To increase market shareTo increase market shareTo differentiate from rivalsTo differentiate from rivalsTo build brand loyaltyTo build brand loyaltyTo change attitudesTo change attitudesTo support activities in theTo support activities in thedistribution chaindistribution chain
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Types of Advertising
InformativeInformative -- Provides informationProvides informationP ersuasiveP ersuasive- - To encourage brand switchingTo encourage brand switchingR eminderR eminder- - To remind about a mature productTo remind about a mature productR einforcementR einforcement- - To reassureTo reassureP ioneeringP ioneering- - To introduce new productTo introduce new productCompetitiveCompetitive- - To point out differential advantagesTo point out differential advantagesD efensiveD efensive- - To reduce damage caused by campaign of To reduce damage caused by campaign of a direct competitor.a direct competitor.
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Decision on advertising budgetFive factor influences the advertising budget1. Product life cycle stage2. Market share and consumer base3. Competition4. Advertising frequency5. Product substitutability product like cool drinks requires huge ads because its
customer base and competitions are very high so as to make difference.
Role of advertising in marketing mix and positioning1. Communication with customer2. Persuasion advertising attempts to persuade prospective buyers to buy a
product.3. Contribution to economic growth expand the market particularly new product
and dev. New market segment.4. Catalyst to change - creativity inherent in advertising leads do the discovery of
new relationship that can change the perception of a prospect
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STP strategies for advertising
Segmentation, targeting and positioningadvertising.
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Basis for market segmentation
On the basis of consumerspersonal characteristics (non-
behavioral correlates)
On the basis of consumer responses(behavioral correlates)
Geographic
Demographic
Psychographic
Socio-economicLoyalstatus
Usagebased
Benefits
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Targeting Strategies
Single segmentconcentration
strategy
Multi segmentstrategy or differentiated
marketingstrategy
Undifferentiatedmarketingstrategy
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Positioning strategies
Sl.Sl.no.no.
PositioningPositioningstrategiesstrategies
DefinitionDefinition Advertising claims Advertising claims
1.1. CustomerCustomerbenefitsbenefits
Associate a brand or product Associate a brand or product with customer benefitswith customer benefits
Benefit(s)Benefit(s)
2.2. Price and qualityPrice and quality A product is highlighted in terms A product is highlighted in termsof service features orof service features orperformance. Manufacturerperformance. Manufacturercharges high pricecharges high price
Value for money Value for money
3.3. Application Application Associating a product or service Associating a product or servicewith a use or applicationwith a use or application
Use or applicationUse or applicationof a product orof a product orservices.services.
4.4. Product userProduct user Associating a product or service Associating a product or servicewith a user or class of users.with a user or class of users.
Cine stars orCine stars orsports heroessports heroesusing the product using the product
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Positioning strategies
Sl.Sl.no.no.
PositioningPositioningstrategystrategy
DefinitionDefinition Advertising claims Advertising claims
55 Product classProduct class Associating a product or Associating a product orservice in a particularservice in a particularproduct classproduct class
World class productsWorld class products
66 CulturalCulturalsymbolssymbols
Associating cultural Associating culturalsymbols with a product orsymbols with a product orservice to differentiateservice to differentiatefrom competitors product from competitors product
RoyalRoyal
77 CompetitorsCompetitors Associating with Associating with
competitor s product orcompetitor s product orservice by comparisonservice by comparison
Compares withCompares with
competitors brandcompetitors brand
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Identify the strategic groupStrategic Groups Marketing Mix Target
Consumer Groups
I
Hero Honda CD 100
Kawasaki Bajaj
Yamaha & Bullet
II
Hero Honda
TVS Suzuki
III
TVS EXL Champ
Hero Puch
High TechHigh stylingHigh power High price
High styleHigh economyMedium price
Low stylingHigh economyLow priceLow Tech
Upper middleand middle
incomeclasses
Middle andlower middle
income classes
Lower incomeclasses
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Customer and competition analysisC ompetitor analysis in marketing and strategic management is an assessment of the
strengths and weaknesses of current and potential competitors .steps include:
Define your industry - scope and nature of the industryDetermine who your competitors areDetermine who your customers are and what benefits they expectDetermine what the key success factors are in your industryRank the key success factors by giving each one a weighting - The sum of all theweightings must add up to one.Rate each competitor on each of the key success factors
Customer analytics is playing a very important role in the prediction of customer behaviorthese days and takes place among social sciences (Kioumarsi et al., 2009).GeographicDemographicPsychographicBehavioral
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Unit 2
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Elements in creation of anAdvertisement
MessageHeadlines
Copy or body copyIllustrationsMessage Appeal
Layout
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Message
O bjective of the messageTo communicate main points in a best way
To overcome opposing views of audienceTo create a persuasive message
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Message ..
How to structure a persuasive message foreffectiveness
1.O
rder of presentation2. Conclusion drawing3. Message sidedness
4. Verbal Vs Visual
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1. O rder of presentation
W here to place the strong arguments in themessage?
Beginning ----Primacy EffectEnd ----Recency Effect
Recall ability is the basis for deciding
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2. Conclusion Drawing
Advertiser's own conclusionAudience s own conclusion
Depends upon education/ awareness andcomplexity of the topic
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3. Message Sidedness
O ne sided: only benefitsTwo sided: Good & Bad points
More effective when opposite views are alsopresented
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One-SidedExamples
Arbor Mist
Ad Copy:Introducing A rbor Mist:Great tasting wine with a splash of fruit.Just what you've been looking for.
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4. Refutation
Special kind of two-sided messageTell both sides and refute negative
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5. Verbal Vs Visual
Effective use of visuals
e.g. FAT to FIT ads of Personal Point etc.
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Message Appeals
An approach used to attract the attention of consumers to influence their feelings towardthe product/ serviceAnything that create interest
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Appeals ..
1. Informational / Rational appeal: Consumerutilitarian needs
2. Emotional appeal: Socio/psycho needs3. Humor appeal: Fun4. Reminder ads: Show presence
5. Teaser ads: Curiosity
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Informational
Feature: focus on dominant traits of productand highly informative
Product PopularityNews appeal: All announcementsFavorable price appeal: Value for money
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Informational(Product popularity appeal)
Part of informational appealshowing the popularity of the product.
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Emotional
Focus on consumer s social/ psychologicalneeds for purchasing a product
1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. AXE2. Social feelings: Recognition, status,
acceptance etc. K Bajaj Endeavor
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Emotional
Social feeling
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Humor Appeals
Best knownBest remembered
Set positive moodMore used with low involvement products
But
Distracts from brand and attribute
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Reminder ads
Just to show presence in the market Archies cards Usual Pepsi ads
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Teaser ads
Designed to build curiosity,interest,excitement about a product
Mainly used while introducing new product orname change etc. New Hero Honda ad or UBI logo change
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Advertising Execution
How appeal is presented to consumerFactual message: Industrial products
Technical evidence: Colgate
Demonstration: HARPICComparison: VIM BAR ChallengeTestimonial: O wn experience BPAnimation: Kellog s, AllO ut, Pillsbury
Personality symbol: Dr. Fixit
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38PPT 12-238
The Creative Team
Creative Team
Creative Concept
A rt Director Copywriter
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39PPT 12-39
Copywriting and the CreativePlan
Copywriting is the
process of
expressing the
value and
benefits a brand
has to offer.
Cop ywriting is the
process of
expressing the
value and
benefits a brand
has to offer.
A creative plan is
the guideline that
specifies the
message
elements of
advertising copy.
A creative p lan is
the guideline that
specifies the
message
elements of
advertising copy.
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4 0PPT 12-40
Copywriting for Print Ads: TheHeadline
Gives news about the brandGives news about the brand
Emphasizes brand claimsEmphasizes brand claimsGives advice to the reader Gives advice to the reader
Selects targeted prospectsSelects targeted prospects
Stimulates curiosityStimulates curiosityEstablishes tone & emotionEstablishes tone & emotion
Identifies the brandIdentifies the brand
Functions
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Mass MediaRadio Cable TV
Consumer Magazines Trade Magazines Niche by industry Niche by special practice within industry
Internet Newsletters and blogs