Beruflich Dokumente
Kultur Dokumente
ASM (MB-904)
Parameters
Maximum Marks
24
6 4 6
TOTAL
40
Author
Advertising Management
Pearson Publishers
Advertising Management
Manendra Mohan
Mc Graw Hill
GJSM
ASM (MB-904)
A shop wants to attract more customers or clear stocks, so it decides to offer special discounts for a period. It advertises in the daily newspapers to inform the public of its sale. A company brings out a new product which is much more economical than the existing ones in its category. If the company cannot advertise the product, it would never be able to enter the market. Any other form of communication would be long drawn out and uneconomical.
The Government wants corporate, businessmen and salaried people to pay taxes. It advertises in newspapers, radio and television to reach the target audience.
ASM (MB-904) 5
GJSM
Inform people about their products and services to make their brand names familiar to the public
To give the company a personality which sets it apart from the others. To remind customers about their brands at the right time and right place
GJSM
the delivery of the most persuasive product message at the right time, in the right place, to the right person, at the lowest possible cost
GJSM
ASM (MB-904)
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
The paid aspect of this definition reflects the fact that the space or time for an advertising message must be bought. The non-personal component means that advertising involves mass media (eg. TV, radio, magazines, newspapers) that can transmit a message to large groups of individuals, often at the same time.
GJSM
ASM (MB-904)
The non-personal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient (except in direct response advertising) Therefore before the message is sent, the advertiser must consider how the audience will interpret and respond to the message
ASM (MB-904) 9
GJSM
(1) Paid (2) Non-personal Communication (3) from An Identified Sponsor (4) using Mass Media (5) to Persuade or Influence (6) an Audience.
GJSM ASM (MB-904) 10
To identify a product offering from many To get information regarding the product offering To act as a driving force in decision making To ensure better quality products at reasonable prices
Information to Consumers Brand Image building Reduction of risk of Innovation Growth of new media frontiers
GJSM
ASM (MB-904)
13
THE BUSINESS ENVIRONMENT GOVERNMENT RULES AND REGULATIONS SUPPLIERS OF INFORMATION (ADVERTISERS)
ADVERTISING AGENCY
CHANNEL OWNERS/MEDIA
Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency
GJSM ASM (MB-904) 16
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department In-house agency
GJSM
ASM (MB-904)
17
The channels of communication that carry the message to the audience Are usually companies or huge conglomerates
Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches Combination of media channels for effective message
GJSM ASM (MB-904) 18
Assist advertisers, agencies, and the media in creating and placing the ads
GJSM
ASM (MB-904)
19
The desired audience for the advertising message individuals and consumers
Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
GJSM ASM (MB-904) 20
Elected officials pass laws that have a bearing on the Industry Officials issue rules and regulations that influence the behaviour of the media, advertisers, agencies directly and the consumers indirectly The courts of law establish the rules of behaviour through individual and organizational cases
GJSM ASM (MB-904) 21
focus on Unique Selling Point (USP) The hidden qualities important to the buyers The general demand trend for the product is adequate The market potential for the product is adequate The competitive environment is favourable The organization is able and willing to spend the required money to launch an advertising campaign
ASM (MB-904) 24
GJSM
GJSM
ASM (MB-904)
25
Creating Interest,
Providing Information, Stimulating Demand and
2 April 2013
ASM (MB-904)
26
2 April 2013
2 April 2013
2 April 2013
ASM (MB-904)
29