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Balaji IIMM / TN / 01 / 2005 / 1552 ADVERTISING AND SALES PROMOTION 2 (a) PRINCIPLES OF GOOD ADVERTISING I) Basic principle of advertisement is, it should be motivated solely by fundamental consumer needs, attitudes and interests. It should focus on consumer point of view and interest. It should guard itself against being influenced by the point of view of the manufacturer or the dealer because this will dilute or deflect the impact on consumer, who alone makes the choice to buy the product. II) Good advertising should be based on a single idea, it is important that this should be more powerful and gives positive feel to influence the consumer. III) Basic theme must be unique and distinctive to the brand. IV) It must have a highly personal appeal for consumers, who need both rational and emotional justification to motive their choice of your brand. V) It should be phrased in consumers language. VI) It should clearly impress the brand name on the consumers mind and associate with the single selling idea chosen as the platform of the theme. VII) It should be creative and take the full advantage of the media. The physical properties of the press, cinema, outdoors advertising, point of sale and etc

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FACTORS OF GOOD ADVERTISING I) Creative talents of a high order. II) Proper briefing of the creative team on the right appeals to address to consumers for the purpose of selling your brand. III) Experience is not sufficient by itself to guide the creative team. IV) Disciplined procedures supported by research in all aspects affecting consumer choice and motivation. V) The unique selling point selected to form the platform of the advertising theme should be distinctive to the brand on consumers reach. It should not be general to the product group. VI) The company and the agency should work together in deciding the basic consumer benefit which should form the platform for the theme.

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2(b) MARKET RESEARCH Market research is something very helpful to find out, weather the expensive investment on advertising is worth full and how to convey the same. It is needed for the following purpose. I) Guide the decisions determining the brand marketing strategy and brand advertising strategy. II) Pre test, proposed advertising III) Post test, advertising.

Market research is very helpful in selecting the right strategy as well as the medium for the advertisement. In the recent US elections Obama wanted to reach the younger generations and done a research to do so and he came out the solution of Internet. Because of the right medium he selected he achieved the hearts of young generations and became president. Pre testing of advertising is essential to ensure that this expensive investment is having the desired effect in influencing consumer motivations to purchase your brand. In this connection, it is important to remember that simple recall if advertising content does not necessarily motivate consumer to purchase. Post test of advertising will help us to find outhow far the ad has reached and influcend to buy the product. Also it helps to find the ways to improve the way they do the things, like selecting the right medium, content, location and etc.
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Q3. a) THREE WORD CONCEPT FOT ADVERTISING

This three word concept was given by the great Sir William Crawford and it is considered to be the most concise yet complete recipe for good advertising. CONCENTRATTION DOMINATION - REPETITION It applies over the whole field of marketing and advertising, in the design of advertising layout and certainly least in the media plan for an advertising campaign. It translates in to three fundamental rules of an advertising plan. 1. Do not disperse your emphasis or your appropriation or your advertising design. 2. Be sure of being the biggest factor in your market at some point. Be dominant with one appeal out of the many, which your product and its competitors ca n advance. Be sure that some one factor emerges vigorously from your advertising design. 3. Since advertisement has to create continuing habits if they are to reward the advertiser who invests in them, it is not enough to stop after a single impact or jump about from one advertising objective to another, or from one product appeal to another or from one set of media to other.

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CONCENTRATION Out of this three, concentration is the most important. The greatest mistake in advertisement is excessive dispersal of resources. A product may have several good selling points but it is wise nevertheless to concentrate its advertising campaign on making a through conquest of the market with one only. The one that is chosen for its maximum effectiveness in the particular marketing and competitive circumstances of the time. The public does not understand two equally good points put to it simultaneously, though it can focus on. Accept, two points successively. If we throw two balls to a person he probably will not catch either or them, when he would easily have caught one. It is too much to expect the public to make the mental effort on concentration for you. Its the advertiser job to make it easy for the public. The right course is therefore to start by defining clearly what size and frequency of space the tactical situation requires and ensure that media is included which cannot be afforded an adequate strength of campaign. There are various methods of concentration an advertising budget and where the concentration is necessary the following possibilities may be considered. 1. Numerical concentration: Choosing only a few media of certain type 2. By choice and continuity of position with in a type of media pre selecting an even more limited section of the whole audience, which has particular interest in the product. 3. Limiting the advertising to a part of the selling season.

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4. Proceeding by intensive coverage of a selected area or a sequence of areas. 5. Not attempting to cover all classes equally. 6. Limiting the advertising objective to a special age group with all the consequent narrowing of the media field. DOMINATION To catch the attention of the public in the complex world requires a very skilful technique. Domination may be achieved by scores of different methods of media planning. The most oblivious way is to use large spaces and even this cannot be afforded throughout the whole campaign, it will probably be possible for a short period enough to make its mark on relevant public for a time. It is often imagined by the inexperienced that the novelty and ingenuity are what make advertising successful. In a competitive market domination is particularly necessary. But what makes the problem more difficult is that the advertising is to compete not only with others making similar products but also with manufacturers in other fields who are bidding for the same money with different kind of interest. For example washing machine are not only competing with other manufactures of washing machines but also the entire consumer durable market. Bigness is an important quality in advertising, therefore to e bigger and and more noticeable than competitor is to dominate. But the idea of domination is not only in relation to being better and bigger than other advertisers, but also to taking control of the potential customers mind and interest for the necessary spare of time, and to continuing to control it partly by the quality
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of the goods sold and partly by repeated domination of his subconscious inclinations.

REPETITION The average advertiser is not aiming to make a single sale, he wants the consumer to come back again and again for his product, the investment in advertising cannot otherwise be repaid. This process requires neither the bigness nor the dominance, but it entails spending advertising resources continuously over a period and allowance for this continued outlay must be made in deciding what media the budget can afford to use. The proper frequency and size of this element of repetition are matters. They depend of wide variety of factors such as the seasonal peaks of the purchase of the product, the frequency of consumer purchase, the amount, which the buyer is prepared to spend at a single purchase and similar factors. The process of repetition cannot go on indefinitely. After a stage, which must be judged from the tactical circumstance, it will necessary to create a new impact, a few effort of domination before the repetitive process can be resumed.

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Q3. b) METHODS TO ACHIEVE SUCESSFUL CAMPAIGNS a. Always have a idea and create the campaign based on that A good concept or idea is must for creating any campaign, with out the concept creating a campaign is movie without a story and it will not have any impact on the consumer. A good concept will help the consumer to remember the product and force to buy. b. Always give the facts Dont under estimate the consumers by not giving the facts. Always highlight the important facts and features. Even the researches shows the most detailed campaigns are the successful one. Even if the facts are common to the competitor but do mention. The more details you give the more chances you win. c. Dont bore the people In the present trend an average customer will come across 100s of advertising in a day with different media as well like traditional paper, TV and modern media like internet , mobile and etc So the customer is very well trained to ignore the boring campaign in a fraction of second. d. Be well mannered but dont clown People dont buy from bad mannered sales man, and research has shown that they dont buy from bad mannered advertisements. It is easier to sell people with a friendly handshake than by hitting them

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over the head with a hammer. You should try to charm the consumer into buying your products. e. Make your advertising contemporary Make the campaign more contemporary and trendy. When creating a campaign always look at present trend and follow them. f. Study the product and create campaign Before creating a campaign first study the product in details and refer each and every aspect and function of the product. Do serious research about end users and their using pattern. It will help to understand the product better and deliver better. g. Repeat the good advertisements Scores of good advertisements have been discarded before they lot their potency, largely because sponsors got sick of seeing them. An advertisement is like a radar sweep, constantly hunting new prospects as they come in to the market. h. Write a more realistic campaign and do not lie Do not give false promises and try to cheat the customer. Give realistic advantages and features. It will create an honest opinion about the product. After all geniunity will pay. i. Image and the brand Every advertisement should be thought of as a contribution to the complex symbol, which is the brand image. Plan your campaign for years ahead, on the assumption that your client intent to stay in business fro ever. Build sharply defined personalities for their brands,
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and stick to those personalities, year after year. It is the total personality of a brand rather than any trivial product difference which decides its ultimate position in the market. j. Dont be a copy cat Do not copy others campaign and try to achieve. It is impossible to copy the concept and repeat the success.

Q4. (A) MEDIA PLANNING Media planning is one of the important aspects of advertising. Given the decision on the message content of the advertisement, the form and size of the advertisement, a media planners job is to decide what channels or media should be chosen for carrying the message to the potential customers. Different kind of media cab be used or mixed to obtain the goal and its also important to find how many repetitions are required to make a impact. PROPLEMS The available qty or alternative options in the media is too high and thus makes the media planning very tough. Secondly there are many problems in the measurements of results that will be obtained from the choice of a particular media plan thus making comparison of two media plans difficult. CHANGING ROLE OF A MEDIA PLANNER Situation has become complex in both the market and media. Knowledge about media like the reach, the various options, the research available
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competition in the market etc., are making the changes in the role of a media planner. Because of the various options available in the media, media planner has to do lot of research and decide which one to go for. First he should freeze weather he will go for single media or more than one media, like print only or print and broadcasting. If its the combination of media is used, he should select the proportion of each media. Like print will be 40% and broadcasting is 60 % and so on. Also in the broadcasting media there are lot of options available like, too many no of channels, local cable channels, cds and etc.. The same is applicable for print media also, you will be having many no of news papers, magazines, leaflets and inserts etc Because of the wide variety of available media and its complexity the role of a media planner is changed a lot. Q4. B) MARKET Market is defined as a group of people living in certain geographic area who are likely to buy a product or brand. It can be classified by location, age group, income group and etc. Example as follows

All India State wise Town wise Metros Non metros

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based on location

Infants Below 5 years Age between 5 to 15 Age between 15 to 25 Age between 25 to 50 based on age group

Income below 5 lacs Income between 5 to 10 lacs Income between 10 to 15 lacs Based on income group

Factors to be considered while defining the market 1. The clients brief Based on the clients brief one should analyze the requirements and nature of business. This will give a fair deal while defining the market. 2. Distribution pattern Based on the product availability 3. Marketing objective Marketing objective will clearly help while defining the market, if its high growth means diverse or more market

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4. Competitive activity Special promotions by competition. Where do they have high market share 5. Market potential Weather the market potential is limited to a segment or it has wide spectrum. 6. Media related market Weather it is related to the media like a strong or TV market. It will help to identify the reach and thus help to define the market. 7. Sales pattern Needs to be verified, weather the market has been fully exploited. This task would be easier. Thus minimize the risks and maximize the potential. 8. Offensive strategy Where sales are low and require heavier advertising expenditure . 9. Virgin market If its a new market, we must analyze why competition has not gone in to these Importance can be given to specific markets on the basis of the clients sales data, their distribution patterns and brand ownership and etc.

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Q5. A) FUNCTIONS OF INDUSTRIAL ADVERTISING The real importance of the industrial advertising man is in his behind the scene contributions to our standard of living. His main function is to influence and educate and persuading manufacturers and processors to purchase more productive equipment and to adopt lower cost technical processes. These in turn help the producers to make better products at lower costs. As a result consumers can buy more goods, thus raising standards of living for all. This roll is, in a way more significant but less glamorous than that of the consumer advertising man. To make a industrial advertising one has to go through six stages. 1. Make contact 2. Arouse interest 3. Create preference 4. Make a specific proposal 5. Close the order 6. Keep customers sold. Business paper advertising increases sales mans actual selling time. With business paper advertising sales start before your sales man calls. One of the functions of industrial advertising is to reach the inaccessible purchasing influences. Industrial advertising actually stresses the manufacturer as well as the product. The manufacturers, his facilities and his reputation are important aspects of industrial advertising.

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Other important function of the industrial advertiser is to educate the consumer. Research shows cartoon and humor treatments gets less attention than how to or reader benefits. For example, ran a double spread in power magazine. The left hand page was in two colors and had a cartoon. The right hand page was in black and white and offered how to information. Only 5% of the publications readers noted the left hand page and in contrast got 20% readership. Technical men like to read about technical problems. They like illustrations that shows how a device really works. CATALOGUE ADVERTISING Catalogues are widely used as advertising by manufacturers, wholesalers, and mail order houses in selling to merchants and industrial buyers. Their usefulness as advertising is increased because of their relatively greater length of life when compared with other forms of advertising. Catalogues serves a definite marketing function, because in most cases they are buyers first used source of information for competing products and deciding which companies should be asked to have a salesman call. Indeed some industrial advertisers think of the catalogue as a tool for buying rather than selling. Catalogue formats that contained detailed information about a products use, effectiveness, or construction are likely to have better reading than general institutional copy. In a good catalogue every word sells, and the pictures as well as the headline give necessary information to the reader. It is obliviously beneficial to the wholesaler, manufacturer.

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Q5. B) CHECKPOINTS IN EVAULATING ADVERTISEMENT EFFECTIVENESS Advertisement effectiveness or ad review system is very essential for the product as well as the producer. It will help the advertiser in many ways like, determining the no of repetition, studying the impact on brand image, response level of the audience, The following check points may be useful for evaluating advertisement effectiveness. 1. Weather it reaches the target audience 2. Weather it conveys the intended message 3. Is it stereo type , arresting or fresh one 4. Does the advertisement offers a reward for the reders time and attention. 5. Does the advertisement avoid the necessity for mental work by the reader 6. Does it provide validation and support for the sales chain 7. Does it exploit the principle of repetition. 8. Is the total effect modern and advanced 9. IS it benefit or reward or covey some news to the customer 10.Does the ad clearly identify your brand? Does it do so immediately and throughout the ad? 11.Does the ad clearly and forcefully communicate your brands unique promise? 12.Does the ad feature a tag line that reinforces the brands promise? 13.Are the ads tone, voice, and style true to your brands essence and personality? 14.Does the ad reinforce your brands identity?

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15.Does the ad connect with the reader on an emotional level? Does it win the readers heart or capture his or her imagination? 16.Is there something about the ad that makes the reader admire the brand? 17.Is your ad significantly different from that of your competitors? Does it look and feel different from anything else featured in the same media? 18.Does the ad reinforce the positive value and values of your brand? 19.Does the ad seem truly inspired? 20.Is your ad so powerful that it has the potential to keep your competitors awake at night worrying about your brand? 21.Is the ad persuasive? 22.Could no competitor make the same claim? If you inserted a competitors logo in the ad, would it make no sense or be unbelievable? 23.Does the ad lead the reader/viewer to believe that he or she will be better off in some way for having interacted with your brand? Does it create a more favorably perceived end-state for him or her? Does it leave a vivid picture in his or her mind?

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Q6-B)COMMUNICATION SPECTRUM This concept offers a starting approach to the solution of our problem. It breaks the subject up into logical and comprehensible steps. It begins with obvious assumption that advertising is a communication force. Advertising does not physically impel the consumer towards the purchase of goods. Its purpose is to create a state of mind conducive to purchase. Advertising is therefore is one of several communications forces which acting singly or in combination, move the consumer through successive levels of what we have termed communication spectrum. Lowest level of this communication spectrum is unawareness. At this level are the people will have never heared of our product or company. The messages about the product have not penetrated to the point where the consumer recognizes or recalls the brand name. Next level of communication spectrum is that of comprehension. In this state consumer is not only aware of the product but knows the brand name and recognize the package or trademark and in addition possess some degree of comprehension of what the product and it does. Finally there is action. In which the consumer has made some overt move towards the purchase of product.

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Q6-D) BRAND MARKETING STRATEGY Brand marketing strategy and business strategy are like the left and right hand. They are the yin and yang of well-planned businesses. Your brand promise must be evident through: Internal service quality; which drives employee satisfaction and External service quality; which influences customer satisfaction and commitment. retention. If the service qualities of both are aligned with a compelling brand promise then your brand marketing strategy vision will be clearer to your target audiences, making the business more attractive and ownable. Perceived business relevance, profit growth and increased value will naturally follow. The 'Idea' Brand Marketing Strategy Some people say that a brand is an idea and that, while the product/service can be easily categorized, it is actually the promise of this idea that people buy into. This is what we call the brand promise and to define it will help your business address three key challenges. 1. 2. 3. Be different motivate with a distinctive and clear proposition. Be valued attract the right relationships with the right audiences. Be smart encourage your audiences to support you in your

marketing efforts.

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Q6. A) CHARACTOR IN ADVERTISING An advertising character is a fictional character that appears within advertising and marketing materials for a given product or service. It helps the advertisers to reach the audience easily and can effectively communicate the message, It also gives a message and brand image that can be easily remembered by the viewers. For example zoo zoo character in vodafone, sleek cartoon character in 7up or few examples character in advertising.

As per the research conduct to know the impact of zoo zoo character in Vodafone advertisement, they found it reached far better audience reach and they can clearly convey the news or message to the audience effectively.

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Q6. C) CREATIVITY NEEDS DIRECTION Creativity is very important in advertisement campaigns. But the creativity without the direction is like shooting the gun without targeting and it has no use. Its waste of energy, time and money. In the same way direction is very important for any good advertisement. Creative designer must be given a clear objective of the ad and whats the message to be conveyed and how they want their brand to be positioned, remembered . It will help the campaign to be more specific and target oriented. For example when Cadbury diary milk had a negative impression over their chocolates for inferior quality and insects in their products. To overcome this and to re brand their image and to show their quality system and management they took the help of advertisement agencies. Since the designers are very well directed towards their goal they come up with a creative idea of putting Amitab as a brand ambassador and they endorsed the quality of their product with the image of great Amitab and they achieved their goal.

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Q6. E) THE HEART OF CREATIVITY The heart of creativity is discipline. For the advertisements ever riding purpose is to sell. The first discipline is therefore the selling discipline-to convey memorably, the advantage and essential message of the product. There are more factors 1. Aesthetic discipline 2. Management discipline 3. Social discipline Aesthetic discipline, saying it like its never been said before. Another is management discipline, knowing how to guide and sharpen the skills of talented creative people. Social discipline is fulfilling our role in seeking another rebirth of western discipline.

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