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    Advertising 01

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    anon-575849
    Outdoor, Internet

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    Attribution Non-Commercial (BY-NC)
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    Advertising 01

    Uploaded by

    anon-575849
    186 views17 pages
    Outdoor, Internet

    Copyright

    © Attribution Non-Commercial (BY-NC)

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    PPT, PDF, TXT or read online from Scribd

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    Outdoor, Internet

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    186 views17 pages

    Advertising 01

    Uploaded by

    anon-575849
    Outdoor, Internet

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 17

    Advertising

    “Any paid form of nonpersonal


    presentation and promotion of
    ideas, goods, or services by an
    identified sponsor.”
    Nature of Advertising
    • An important component of marketing mix.
    • An essential element in promotion mix.
    • Mass communication is the basic purpose of
    advertising.
    • Carries a message which motivates and inspires
    customers to purchase a particular product.
    • Is paid and undertaken by some advertising
    agencies.
    • Is sponsored by some identified advertiser.
    • Is persuasive and informative.
    • Aims at target group.
    Advertising to
    Target Audiences
    advertising can be classified by the target
    audience to which it is directed
    consumer advertising generally appears in
    mass media and is directed to end
    consumers: may be product or institutional
    in nature
    business-to-business advertising is often
    called trade advertising and is directed to a
    business market
    What is Being Advertised?
    product advertising is designed to promote the
    sale of a specific product or service:
     may be direct-action,
    direct-action quick-response
     may be indirect-action over a longer time

    institutional advertising promotes the firm or tries


    to create a positive image:
     may promote customer service
     or send a public service message
    What are the Objectives?

    primary-demand advertising is intended to


    stimulate use of a category of products

    selective-demand advertising is intended to


    encourage purchase of a particular brand or
    the products and services of a specific firm
    Advertising Process
    Message decision
    •Message generation
    •Message evaluation
    And selection
    Budget decisions •Message execution Advertising evaluation
    •Communication
    Objective setting
    •Affordable approach •Impact
    •Communication objective
    •Percent of sales •Sales impact
    •Sales objective
    •Competitive parity
    •Objective and tasks Media decision
    •Reach, frequency,
    impact
    •Major media types
    •Specific media vehicle
    •Media timing
    Advertising Budget
    An estimate of future advertising
    expenditure that will be used to
    implement managerial decisions to
    maintain or improve profit results.
    Budgetary Process

    Preparation of budget

    Presentation and
    approval of budget

    Execution of the budget

    Control of budget
    Factors influencing the advertising
    budget allocation

    Marketing mix of the company.


    The sales forecast.
    Affordability.
    The product life cycle.
    Level of competition.
    Type of product.
    Allocating Funds for Advertising

    Affordability Method.
    Percentage of sales Method.
    Competitive Method.
    Objective and task Method.
    Additional or Empirical research Methods.
    Advertising Media

    ADVERTISING MEDIA

    Outdoor or Sales
    Broadcast Transit Specialty Mail Promotion
    Print Media
    Media Media Media Media Media

    Radio
    Television
    Point of purchase advertising
    Newspapers Magazines Trade shows
    Samples, coupons
    Media Plan and Strategy development activities

    Situation analysis
    Analyse and define
    the marketing problem
    Media Plan and Strategy development activities
    Marketing strategy
    •Marketing objective
    Situation analysis •Target market segments
    •Marketing mix decision
    Media Plan and Strategy development activities

    Situation analysis Marketing strategy

    Advertising Strategy
    2. Detailed profiling of target audience
    3. Product and its positioning decision
    4. Communications media to be used
    5. Advertising message and appeal
    Media Plan and Strategy development activities

    Situation analysis Marketing strategy

    Advertising Strategy

    Setting media objective


    Set media goals that can achieve advertising objectives
    Media Plan and Strategy development activities

    Situation analysis Marketing strategy

    Advertising Strategy

    Setting media objective

    Determining media strategy


    •Reach and Frequency
    •Scheduling
    Media Plan and Strategy development activities

    Situation analysis Marketing strategy

    Advertising Strategy

    Setting media objective

    Determining media strategy

    Selection of media

    Print
    Television, Radio Print
    Local or Internet

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