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ADVERTISING MANAGEMENT
Eastern Institute of Management
2ndYear 1st Semester
August 2010
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The raw material of Advertising, is life.
Its the business of inspiring people.Yet, were most uninspired.
Its the business of knowing everything about everything.
Yet, we know little about just a few things.
We believe were in a borderless world.Yet, we barricade ourcuriosity.
Were in the sensorama business.Yet, we dont use most of oursenses.
You dont need wings to fly. Just an open mind.And dont give meexcuses like Wheres the time?
Do you discover one new thingin your life each day?
Enrich By One: Live your life that way
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A step ahead
We were in the information age.We are now in the knowledgedomain.
The only way you win with colleagues and clients iswhen you knowas much if not more about their business.
If you work on real estate, do you know about what is happening inthe Ropponji Hills district in Japan or for that matter Canary Wharfin London or the 50 Gramercy Park project in New York or thecontroversy over the new airport in Mumbai?
Knowledge is the next battlefront. The soldier on that is the generalof tomorrow.
Ahead By One: Live your life that way...
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Course Content
1. Introduction to Advertising
2. Advertising Industry
3. Foundations and Determinant of Advertising Strategies4. Advertising Planning
5. Advertising Objectives
6. Advertising Budget
7. Designing an Advertisement
8. Message Strategies
9. Media Strategies
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Course ContentContd
10. Advertising and Society
11. Sales Promotion
12. Public Relations and Corporate Advertising13. Direct Marketing
14. Evaluation of Promotional Effectiveness
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Reference Books Advertising Management David Aaker
Introduction to Advertising and Promotion George Beleh
Brand Positioning Subroto Sengupta
And there are many many more that you can refer to
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Alyque Padamsee once said About his famous Liril advertisement
more than the freshness that comes from its features,Liril promised 20 minutes of freedom to the middle class
Indian housewife who gets pulled in different directionsthe rest of the day
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Advertisement can be subdivided
in 4 ways ByTarget Group
Consumer
Business/Institutional/Corporate
Industrial/Trade
Professional
Agricultural
By Area
International National
Regional
Local
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Advertisement can be subdivided
in 4 ways By Media
Print : Newspaper, Magazines
Electronic : Radio, TV, Internet
Outdoor : Billboards, Hoardings, Direct Mail
Directories
Other Media
By Purpose
Product/Non Product/Service Commercial/Non Profit
Primary/Selective Demand
Direct/In Direct Action
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Advertisings Feature & Role in theMarketing Process
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Marketing Communication Mix
Marketing Objectives & Strategy
Marketing Plans
Production
Distribution (Place) Promotion
Pricing Planning
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The Promotion Mix - IMC
Mass Media
Advertising
Direct
Marketing
Interactive/
Internet
Marketing
Publicity/
Public
Relations
Personal
Selling
Target Audience
Sales
Promotion
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Th
e Law of Advertising Advertising, today, is all about Building brands and
Positioning brands in the mind of the consumer and not
just communicating about it.
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What is a Brand ?
A Brand is not a product : it is the products source and it
defines its identity in time.
Th
e value of a brand lies in its capacity to generate cash
flows.
A brand is a landmarkit is enduring.
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In Effect. A Brand is an Identity
(like all famous personalities has its distinctiveness)
From a long term point of view,
We need to win share of mind rather than share of space
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Forms of Advertising National
Retail
Co operative Trade
Industrial
Financial
Public Service
Political
Corporate
Brands/Products/Services
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Corporate Advertising
Types of Corporate Advertising
Image Advertising
Event sponsorship
Advocacy advertising
Cause-related advertising
Advertising done to promote the interests of thefirm by enhancing its image, assuming a positionon a particular issue or promoting a certain cause
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Objectives of Corporate Advertising
Create a positive image for the firm
Communicate the organizations viewpoint on various issues
Boost employee morale
Smooth labor relationsHelp newly deregulated industries
Help diversified companies establish an identity
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Event Sponsorship
Events used for sponsorship:
Sporting events
Music/entertainment
Festivals Arts/cultural events
Causes
Event Sponsorship is a form of marketing communicationswhereby an organization becomes involved with a particular
event by developing sponsorship relations.
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Advocacy Advertising
Advocacy advertising is the propagation of ideas andelucidation of controversial social issues of public
importance in a manner that supports the interestsof the sponsor
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Cause Related Marketing
Cause related marketing is a form of marketingwhereby companies link with charities or nonprofit
organizations as contributing sponsors
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