Advertising

ADVERTISING
All about Advertising.

Advertising- Any paid form of non
personal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
Advertising a creativity exercises.
Marketing communications tools.
The most popular mass-communications tool.
Knowing types of Advertising

by
1.Primary-Demand
Advertising. Primary
Purpose.
demand
advertising is advertising aimed at increasing the
demand
for all brands of a product within a specific
industry.
Trade and industry associations are the major
users of primary-demand advertising.Their
advertisements promote broad product
categories without mentioning specific brands.
..\My Documents\Mother Dairy.htm
2. Selective Demand Advertising .
Selective demand (or brand) advertising is

advertising that is used to sell a particular brand of
product. It is by far the most common type of
advertising, and it accounts for the lions share of
advertising expenditures.
Selective advertising Samsung
thatIndia2.htm
aims at persuading
consumers to make purchases within a short time is
called immediate-response advertising.
Selective advertising aimed at keeping a firms
name or product before the public is called
reminder advertising.
Comparative advertising compares specific
characteristics of two or more identified
brands.
..\My Documents\Sony India Welcome.htm
3. Institutional Advertising.
Institutional advertising
is advertising designed to enhance
a firms image or reputation.
IMPORTANT DECISIONS
BEFORE ADVERTISING.
PRODUCT TYPE.
BUDGET OF ADVER TISMENT.
LOCATION.
CHOOSING RIGHT MEDIA.
DECIDING ON MEDIA AND

MEASURING
After choosing
EFFECTIVENESS
the message, the
advertisers next task is to choose
media to carry it. The steps here are
Deciding on desired reach,
frequency, and impact; Choosing
among major media types
selecting specific media vehicles;
Deciding on media timing; and
ADVERTISING MEDIAS
I. Newspapers. Newspaper advertising
accounts for almost one-fourth of all
advertising expenditures.
II. Magazines. The advertising revenues

have been climbing..
III.Direct Mail. Direct-mail advertising is

material mailed directly to individuals.
IV. Outdoor Advertising. Outdoor

advertising consists of short
promotional messages on
billboards,posters, and signs.
V. Television. Television ranks

number one in total revenue.
.
VI. Radio. Advertisers 8 percent of total

expenditures, on radio advertising Like
magazine advertising, radio advertising offers
selectivity.
VII. Internet. The Internet is

the newest advertising medium
and is growing in popularity.
There are
five types of Internet
advertisements
ADD GURU
PRAHLAD KAKKAD IS ONE OF THE
FAMOUS ADD GURU IN
COMMERCIAL ADVERTISING.
Global Marketing
Communications
The primary purpose of marketing
communications is to tell customers
abut the benefits and values that a
company, product, or service offers
Integrated Marketing
Communications (IMC) is becoming
more popular because of the
challenges of communicating across
national borders
Global Advertising
Advertising is any sponsored, paid
message that is communicated in a nonpersonal way
Single country
Regional
Global
Global advertising is the use of the same

advertising appeals, messages, art, copy,
photographs, stories, and video segments
in multiple country markets
Standardization vs.
Adaptation
Primary Question
Must the specific advertising

message and media strategy be
changed from region to region or
country to country?
Standardization vs.
Adaptation
Four difficulties that compromise an

organizations communication efforts
The message may not get through to the intended

recipient.
The message may reach the target audience but
may not be understood or may even be
misunderstood.
The message may reach the target audience and
may be understood but still may not induce the
recipient to take the action desired by the sender.
The effectiveness of the message can be impaired
by noise.
Standardization vs.
Adaptation
Eighteen-year olds in Paris have more

in common with 18-year-olds in New
York than with their own parents.
They buy the same products, go to
the same movies, listen to the same
music, sip the same colas. Global
advertising merely works on that
premise.
- William Roedy, Director, MTV Europe
Advertising Agencies:
Organizations and Brands
Understanding the term organization is
key
Umbrella corporations/holding companies
have one or more core advertising agencies
Each organization has unites specializing in
direct marketing, marketing services, public
relations, or research
Individual agencies are considered brands

Full service brands create advertising, and
provide services such as market research,
media buying, and direct marketing
Selecting an Advertising
Agency
Company organization
Companies that are decentralized ma want to

leave the choice to the local subsidiary
National responsiveness
Is the global agency familiar with local culture

and buying habits of a particular country?
Area coverage
Does the agency cover all relevant markets
Buyer perception
What kind of brand awareness does the

company want to project?
Creating Global
Advertising
Creative strategy
Big idea
Advertising appeal
Rational approach
Emotional approach
Selling proposition
Creative execution
Art & Copy
Art Directors and Art

Direction
Art Directors
Advertising professional who has the

general responsibility for the overall look of
an ad
Will choose graphics, pictures, type styles,
and other visual elements that appear in an
ad
Art Direction
The visional presentation of an
advertisement
Cultural Considerations
Japanese and American
Differences
Indirect rather
than direct forms of expression
are preferred in the messages

There is often little relationship between ad
content and the advertised product
Only brief dialogue or narration is used in
television commercials, with minimal explanatory
content
Humor is used to create a bond of mutual feelings
Famous celebrities appear as close acquaintances
or everyday people
Priority is placed on company trust rather than
product quality
The product name is impressed on the viewer
with short, 15-second commercials
Cultural Considerations
Global Media Decisions

Prepare new copy for foreign
markets in host countrys language
Translate the original copy into
target language
Leave some or all copy elements in
home country language
Media Decisions Saudi

Arabia
Use of comparative advertising claims is

prohibited
Non-censored films cannot be advertised
Women may only appear in those
commercials that relate to family affairs,
and their appearance must be in a decent
manner that ensures feminine dignity
Women must wear a long suitable dress
which fully covers her body except face
and palms
Public Relations and

Publicity
Fosters goodwill and understanding

Generates favorable publicity
Tools
News releases
Media kits
Press conferences
Tours
Articles in trade and professional journals
TV and radio talk show appearances
Special events
Public Relations Practices

around the World
Public relations practices can be
affected by:
Cultural traditions
Social and political contexts
Economic environments
Public relations professionals must

understand these differences and
tailor the message appropriately
The Growing Role of Public

Relations in Global
Public Relations
expenditures are growing
Marketing
at an average of 20% per year
In India they are reported to be growing
by 200% annually
Reasons for the growth
Increased governmental relations between
countries
Technology
Societal issues like the environment

Advertising

Uploaded by

Copyright:

Available Formats

Advertising

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Advertising

Uploaded by

Copyright:

Available Formats

ADVERTISING

All about Advertising.

Knowing types of Advertising

2. Selective Demand Advertising .

Selective demand (or brand) advertising is

DECIDING ON MEDIA AND

II. Magazines. The advertising revenues

III.Direct Mail. Direct-mail advertising is

IV. Outdoor Advertising. Outdoor

V. Television. Television ranks

VI. Radio. Advertisers 8 percent of total

VII. Internet. The Internet is

Global advertising is the use of the same

Must the specific advertising

Four difficulties that compromise an

The message may not get through to the intended

Eighteen-year olds in Paris have more

Individual agencies are considered brands

Companies that are decentralized ma want to

Is the global agency familiar with local culture

Does the agency cover all relevant markets

What kind of brand awareness does the

Art Directors and Art

Advertising professional who has the

are preferred in the messages

Global Media Decisions

Media Decisions Saudi

Use of comparative advertising claims is

Public Relations and

Fosters goodwill and understanding

Public Relations Practices

Public relations professionals must

The Growing Role of Public

You might also like