What is Advertising - Definition What is Advertising - Definition Who needs Advertising Who needs...
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What is Advertising - DefinitionWhat is Advertising - Definition Who needs AdvertisingWho needs Advertising Importance of AdvertisingImportance of Advertising Role of advertising in brand promotionRole of advertising in brand promotion How does advertising workHow does advertising work Do’s and don'ts in advertisingDo’s and don'ts in advertising Types of benefits – with examplesTypes of benefits – with examples Classification of advertisingClassification of advertising SummarySummary Evaluation – Q & AEvaluation – Q & A
ContentContent
What is ADVERTISING?What is ADVERTISING?“ “ the action of calling something to the attention of public” - the action of calling something to the attention of public” -
WEBSTER’s DictionaryWEBSTER’s Dictionary
Advertising is communication of Advertising is communication of informationinformation and and valuesvalues by an by an identifiedidentified sponsor sponsor
Advertising is the Advertising is the third partnerthird partner in the relationship in the relationship between a consumer and a product/servicebetween a consumer and a product/service
Who needs Who needs advertising?advertising?Companies use advertising to:Companies use advertising to:
• inform people about their products and servicesinform people about their products and services
• to make their to make their brandbrand names familiar to the public names familiar to the public
Who needs Who needs advertising?advertising?Companies use advertising to:Companies use advertising to:
• to give the company a to give the company a “personality”“personality” which which sets it apart from the others.sets it apart from the others.
• to remind customers about their to remind customers about their brandsbrands at the at the
right timeright time and and right placeright place
• to tell the public about to tell the public about improvementsimprovements in in
productsproducts
• to help their sales force to be more effectiveto help their sales force to be more effective
• to reinforce customer confidence in his/her purchaseto reinforce customer confidence in his/her purchase
Importance of Importance of AdvertisingAdvertising It is very cost effective method to communicateIt is very cost effective method to communicate
To create brand imageTo create brand image
To boost the sales volumeTo boost the sales volume
To beat the competitionTo beat the competition
Eg Popular advertising campaigns attract customers Eg Popular advertising campaigns attract customers attentions and can help generate sales. For example attentions and can help generate sales. For example pepsi’s – ‘Oye bubbly’, ‘Mera number kab aye ga’, pepsi’s – ‘Oye bubbly’, ‘Mera number kab aye ga’, Asian Paints – ‘Badiaya hai’, Alpenleibe -Lage raho, Asian Paints – ‘Badiaya hai’, Alpenleibe -Lage raho, etcetc
Role of Advertising in Brand Role of Advertising in Brand PromotionPromotion
Information and persuasionInformation and persuasion
Introduction of new brandIntroduction of new brand
Building and maintaining brand Building and maintaining brand loyaltyloyalty
Creating an image and meaning for a Creating an image and meaning for a brandbrand
Need recognitionNeed recognition
Information searchInformation search
Evaluation of optionsEvaluation of options
Outlet selectionsOutlet selections
PurchasePurchase
Post purchase Post purchase evaluationsevaluations
How does advertising work?How does advertising work? The stages in consumer purchase process The stages in consumer purchase process
Do’s and Don’ts of AdvertisingDo’s and Don’ts of AdvertisingSome do’sSome do’s
Advertising should be Advertising should be informative
Advertising should be Advertising should be entertaining
Advertising should be Advertising should be involving
Some don’tsSome don’ts
Advertising should never over claim any benefit in a Advertising should never over claim any benefit in a product or a brand. product or a brand.
Never try to put down or talk down your consumers in Never try to put down or talk down your consumers in manner that will insult them.manner that will insult them.
Try not to compare your brand with a competitor and try Try not to compare your brand with a competitor and try not to show your competitor in bad light.not to show your competitor in bad light.
EvaluationEvaluation What is advertising?What is advertising?
What are the importance of advertising?What are the importance of advertising?
What are the do’s?What are the do’s?
What are the don’t’s?What are the don’t’s?
AdvertisingAdvertisingSome don’tsSome don’ts In case you do any comparison with your competitor or show In case you do any comparison with your competitor or show
your competitor it should be done in a intelligent and tactful your competitor it should be done in a intelligent and tactful
manner that such that it is memorable and not in bad taste.manner that such that it is memorable and not in bad taste.
Types of benefitsTypes of benefits
a) Objective benefitsa) Objective benefits
b) Subjective benefitsb) Subjective benefits
c) Values-oriented benefitsc) Values-oriented benefits
Objective benefitsObjective benefits These are tangible, physical and These are tangible, physical and
measurablemeasurable These are in the productThese are in the product They are what you get by using itThey are what you get by using it
Example - Example - “Hawkins “Hawkins pressure cooker pressure cooker cooks quickest cooks quickest with least trouble with least trouble and greatest and greatest safety”safety”
Subjective benefitsSubjective benefits These are in the consumers mindThese are in the consumers mind These are perceptions. These are what the These are perceptions. These are what the
consumer believes she will get as a result consumer believes she will get as a result
of the objective benefit.of the objective benefit.
Example - “ Cooking with Example - “ Cooking with
Hawkins will make me Hawkins will make me
feel that I am fulfilling feel that I am fulfilling
my role as a wife better”my role as a wife better”
Classification of Classification of AdvertisingAdvertising
Advertising in the consumer marketAdvertising in the consumer market- National Advertising- National Advertising- Retail/Local Advertising- Retail/Local Advertising- Brand Advertising- Brand Advertising
- Primary/Secondary demand advertising- Primary/Secondary demand advertising- Political Advertising- Political Advertising - - Directory AdvertisingDirectory Advertising-- Direct-Response AdvertisingDirect-Response Advertising-- Public Service AdvertisingPublic Service Advertising-- Interactive AdvertisingInteractive Advertising
Advertising to Business & Professional marketsAdvertising to Business & Professional markets- Business to Business Advertising- Business to Business Advertising- Professional Advertising- Professional Advertising- Trade Advertising- Trade Advertising