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sor Using mass media To persuade or influence audience With a unique message.
Area based Brand Burst Corporate Covert Comparative Challenging Direct Emotional Financial
Gorilla Interactive Manipulative Negative Puffery Product Retail Surrogate Spoof Unethical
Product-Related advertising:in the Introduction stage of a product, where the primary objective is to build demand. MOTOROLA Ads for pagers, explaining how to use them (providing information).
heavily in the Growth Stage of Product Life Cycle, where the companys objective is to build selective demand for a particular brand. Like- AKAI TV ads compared the brand with
6 competitor brands.
important in the mature stage of the product to keep the consumer thinking about the product. -Fevicol campaigns act as a reminder form of advertising, bonding Fevicol with consumers as the strongest Adhesive
Retail advertising- can define as covering all advertising by store that sell good direct to the consuming public. Example- In & Out promotional techniques of retail outlets.
Wholesale advertising- Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image making techniques used by retailers.
Area
based advertising:- There are three types of this advertising. They are as followsNational advertising- This type of advertising is to
encourages the consumer to buy their product wherever they sold. Advertising that is done in one nation only. Dabur Ads or Nirma Ads
action."It is sort of like convincing customers to purchase something, but it is based on incorrect or inconclusive information.
the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements. Like- aap, main or Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.
promise something you cannot deliver. For Example- In the fitness industry, you advertise that you guarantee a weight loss of 50 pounds per month with your program. You cannot possible deliver that to every person who comes into your gym.
publicize a particular cause. All the social ads fall into this category.
Drink, MORE MILK (TV ad by FCB ULKA for NDDB) & AIDS AWARENESS ADS by Govt.
Negative advertising:- emphasizes on negative attributes of the competitors product instead of focusing on positive attributes of own products. exp.- Horlicks Vs. complain, Pepsi Vs Thumps up
used to create attraction. Example- Gillettes punch line. The Best a men can get.
unconventional way of performing promotional activities. Usually very funny or subtle, its a great way to promote a business with a low budget and generate buzz. But youll need lots of creativity. Example- guerilla ad
challenge other company, brand or product. ExampleBoomer gumlairs, clairs ka baap & luminous ad No.1 here we come.
Corporate advertising:-
Burst advertising:-
Ads dont have any above thing or sense but creative ads. Example- Amul Macho ye to bada toing hai.
Silence advertising:-
a commercial with little or no music will be most effective with an elderly audience. If someone is doing other things while watching T.V. and all of a sudden they notice there isn't any sound coming out of the television, their eyes will likely jump up to the television and it's probably at that moment the person will catch a glimpse of a company name, or a logo.
Advertising, can be used to address several broad objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketers offerings. For better understanding here we will discuss about some basic and broad objectives of advertising.
pioneering stage of a product category, where the aim is to build primary demand.
Ujala commercial, where the ad talks about how different it is from the age old neel by talking about its solution contents and showing how different your clothes look when washed with Ujala.
Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to use this as a marketing platform.
Thumps up, Coke, Pepsi ads all these ads no more are shown to create awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. These are just reminder ads to keep the brand or the company fresh in the minds of the consumers or have the brand top of mind.
Hamara Bajaj advertisements make the owner of the two wheelers of Bajaj proud of their possession by giving it a patriotic positioning
benefits from the product and how to use that. Exp- Aircels Pocket internet.
The advertisers are therefore, concerned with their impact on consumer awareness and attitude. The communication effect on sales may be presented in the following figure:Communication Effect on Sales Awareness Attitude Trial
Satisfaction
Purchases or repurchase
Hierarchy-of-Effects Models
Purchase
Conviction Preference Liking Knowledge/Comprehension Awareness
An advertising agency:-
is an independent organization set up to render specialized services in advertising in particular and marketing in general. Advertising agencies started as space brokers for the handling of the advertisements placed in newspapers. Over the years, the function of the agencies has changed. Their main job today is not to aid media but to serve advertisers. Some agencies areMudra communications Pvt. Ltd, Ogilvy and Mather Limited, JWT (Hindustan Thompson Associates Pvt. Ltd.), FCB-Ulka advertising pvt.Ltd., Rediffusion DY&R Pvt. Ltd
Media Planners:-
Once an advertisement is created, it must be placed through an appropriate advertising media. Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.
graphic design, film and audio production, copywriting, computer programming, and much more.
Creative Team:-An agencys creative team consists of specialists in Researchers:Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives. account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients
set up, owned and operated by the advertiser. Exp- daburs Ad bur. Creative boutiques:- Creative boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients desires to use only the creative talent of an outside provider while maintaining the other functions internally. Media buying agencies:- Media buying agencies are independent companies that specialize in the buying of media, particularly radio and television.
There are basically four types of ad agencies They are: In-house agencies:- An in-house agency is an ad agency
effective communication requires the message source to create (encoding) a message that can be interpreted (decoding) by the intended message receiver. In advertising, the act of creating a message is often considered the creative aspect of carrying out an advertising campaign. When creating an advertising message the marketer must consider such issues as:
General Message Factors:Characteristics of the Target Audience Type of Media Used Product Factors Overall Advertising Objective
Message Structure:The Appeal This refers to the underlying idea that captures the attention of a message receiver. Appeals can fall into such categories as emotional, fearful, humorous, and sexual. Value Proposition The advertising message often contains a reason for customers to be interested in the product which often means the ad will emphasize the benefits obtained from using the product. Slogan To help position the product in a customers mind and distinguish it from competitors offerings, advertisements will contain a word or phrase that is repeated across several different messages and different media outlets.
Message Testing:-
The most popular method of testing advertising for the marketer (or their ad agency) is to conduct focus groups where several advertising messages are presented. On the Internet, advertising delivery technology allows for testing of ads by randomly exposing website visitors to different ads and then measuring their response.
These are the various types of Media:Television :- All visual ads. Radio :- Ads on FMs Print Publications :- All printed ads Internet :- pop ups, Flash msg, skyscraper. Direct Mail :- Mails etc. Signage :- Skywriting, Plan banner, mobile billboard Mobile Devices :- Messages on mobiles Sponsorships :- sponsoring something Others :- Fax, product packing, Print on retail bills
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