Advertising
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Transcript of Advertising
VISHWAKARMA INSTITUTE OF MANAGEMENT
ADVERTISING
PromotionUnit No. 5
Marketing Management
Advertising should be assigned specific objectives: Aid in the introduction of new product to specific
market Help obtain desirable outlets Prepare the way for salespeople by presenting
company, product and features Provide ongoing contact with customers even when
salesperson is not available Help position the brand Get immediate buying action Help buyers confirm their purchase decision
To reach a lot of people quickly- use mass selling
Objectives determine the kinds of advertising needed: Product advertising Institutional advertising
Advertising should vary for adoption process stages
Adoption process
Advertising that might be relevant
Awareness Jingles and slogansClassified adsAnnouncements
Interest Informative or descriptive adsStatus or glamour appealsImage ads
Evaluation and trial
Competitive adsPersuasive copy
Decision TestimonialsPrice deal offers“last-chance” offers“direct action” retail adsPoint of purchase ads
Confirmation Informative “why” adsReminder ads
Product advertising falls into three categories
Pioneering advertising- builds primary demand creation
Competitive advertising- Emphasizes selective demand Direct type- aims for immediate buying action Indirect types- points out product advantages to affect
future buying decisions Comparative advertising
Reminder advertising- reinforces early promotion
Choosing the best medium- how to deliver the message
Specialized mediaSpecify promotion objectivesMatch your market with the mediaSpecialized media help zero in on target
market“must buys” may use available funds
Planning the best message- what is to be communicated
Specify the copy thrust- what the words and illustrations should communicate
Let AIDA help guide message planning
Types of advertising
1. Television advertising2. Infomercials3. Radio advertising4. Online advertising5. Product placements6. Press advertising- newspaper, magazine, etc7. Billboard advertising8. Mobile billboard advertising9. In-store advertising10. Street advertising11. Celebrity branding
Thank you