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Point Of Purchase: includes ads on shopping carts, cart straps, aisles, and shelves as well as promotion options such as in-store demonstrations, live sampling and instant coupon machines. Wal Mart TV run in 2500 stores and appear three times an hour. Alternative media: Ads can now appear virtually anywhere consumers have a few spare minutes or even seconds and thus enough time to notice them. Eg: Some firms offer ad placement in fast-food restaurants, physicians waiting rooms and health clubs. Place advertising: Ad placements to grab consumers attention in environments such as where they work, play and of course shop. Eg. billboards, product placement at public spaces and point of sale.

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LG2

INFOMERCIALS and ONLINE ADVERTISING

Infomercial -- A full length TV program devoted exclusively to promote a particular product.

Online ads are attempts to get potential customers to a website to learn about a product.

Interactive Promotion -- Allows

marketers to open a dialogue between buyers and sellers and let them work together to create a beneficial exchange.

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Adoption Process Advertising

Innovators Early Adopters Early majority Late majority Laggards, or non-adopters

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The Moment of Impact

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Advertising by Celebrity/Non-Celebrity Impact Celebrity Attribute Credibility Process Internalization

Attractiveness Attractiveness

Identification Identification

Power

Compliance

Risks of Using Celebrities Amity Business School Name of Institution

The celebrity The celebrity may overshadow may overshadow the product the product being endorsed being endorsed

The celebrity The celebrity may be overexposed, may be overexposed, reducing reducing his or her his credibility or her credibility

The target The audience target audience may not may be not be receptive receptive to celebrity to celebrity endorsers endorsers

The celebritys behavior may pose a risk to the company

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Threat Plus Solution Gently Persuades

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Advertising Objectives
Advertising objectives are the communication tasks to be accomplished with specific customers to reach during a particular time frame.

Direct-action (sales) objectives Indirect-action (communication) objectives

Major decisions in developing an advertising program : Five Ms:-

Mission: What are the advertising objectives? Money: How much can be spent? Message: What message can be sent? Media: What media should be used? Measurement: How should the results is evaluated?

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A company that advertises strives to achieve one of four advertising objectives:

Trial Continuity Retention Switchback.

Which of the four advertising objectives is selected usually depends on where the product is in its life cycle!

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Ad Obj. include
Perception
Will the ad be attended to and remembered?

Learning
Will the audience understand the message and make correct associations?

Persuasion
Does the ad change attitudes and touch emotions?

Behavior
Will the audience try the product?

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SETTING ADVERTISING OBJECTIVES Using DAGMAR

Communications Objective Sales Objective DAGMAR Approach DEFINING ADVERTISING GOALS FOR MEASURED ADVERTISING RESULTS
Communications Task based on hierarchical model AWARENESS, COMPREHENSION, CONVICTION & ACTION CONCRETE, MEASURABLE TASKS TO BE ACHIEVED

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CONCRETE MEASURABLE OBJECTIVES:

STRENGTHEN THE BRAND IMAGE MAXIMIZE BRAND PRESENCE INCREASE IN SALES SALES PROMOTION RE-POSITIONING GENERATE HIGH NO. SHOWROOM VISITS ATTRACT COMPETITORS CUSTOMERS COMMUNICATE IMPROVED QUALITY GENERATE HIGH AWARENESS