ADVERTISING

19-1

Learning Objective
To understand advertising program and how to develop the same with the media option available for the same

19-2

Kotler on Marketing
The best advertising is done by satisfied customers.

20-3

25-4

Vodafones ZooZoo Ad Campaign

25-6

 According to popular Advertising Theory, It takes a minimum of nine repetitions before the consumer actually considers your ad seriously and wonder if it amounts to anything. By 13th time, he thinks what you advertising is good thing. By 14th time that he sees the same ad, he remembers he wanted such a thing a long time. By 19th time, he counts his money carefully and by 20th time that he sees the ad, he goes and buys the article
19-7

 Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising is a public notice meant to convey information and invite patronage or some other response.

19-8

25-9

19-10

Developing Advertising Programs

Psychological Economic Social

Buyer

The Five Ms of Advertising

Advertising Objectives Persuade

Inform

Reinforce

Remind

INFORMATIVE
A giant U Agency: O&M Reasons: Signature of mother brand Unilever U means Youu ( Indian Consumer) Canara Bank Agency: O & M Base Line: We all change for our loved ones
19-14

19-15

Persuasive
Tata Tea Agency: Lowe Base Line: Har Subah basUtho Mat, Jaago Re

19-16

19-17

Reminder
Aviva Life Insurance

19-18

19-19

Reinforcement
Automobile ads often depict satisfied customers enjoying special features of their new car.

19-20

19-21

Other Objectives.
To incresae sales To support sales force To enter new markets To counteract competition To introduce new products To build image To fight prejudices
19-22

Deciding on the Advertising Decision Factors: Budget

Stage in the Product Life Cycle
Market share and consumer base Competition and clutter Advertising frequency Product substitutability
Advertisin g Budget

Awareness

Advertising Elasticity

Purple Cow

25-24

Developing the Advertising Campaign

Creative Strategy

Message Strategy

Developing the Advertising CampaignCreative development

and execution

Message generation and evaluation Legal and Social Issues

Media Decisions and Measurement Reach, Frequency,

Impact Media Type

Media Vehicles

Media Timing Geographical Media Allocation

Reach, Frequency, and Impact

Reach

Frequency Impact

Alternate Advertising Media

Public Spaces

Product Placement

Point of Purchase

Billboards

Place Advertising
Billboards Public spaces Product placement Point-of-purchase

Choosing Among Major Media Types

Target audience and media habits Product characteristics Message characteristics Cost

Selecting Specific Media Vehicles

Audience Size

Media Cost

Composition

Measures of Audience Size

Circulation Audience Effective audience Effective ad-exposed audience

Classification of Advertising Timing Patterns

Copy Testing

Evaluating Advertising Effectiveness

(pretest, post-test)

Sales-effects

Deciding on Media and Measuring Effectiveness

Sales-Effect Research
Share of advertising expenditures Share of voice Share of consumers minds and hearts Share of market Historical approach Formula for Experimental design

Measuring Sales Impact of Advertising

20-38

Advertisers are redefining 5Es of Advertising

As per research, 1% increase in ad expenditure results in 0.1% increase in market share. Engage:- Facebook Cadburys Wispa Campaign Entertain:- Vodafone Zoo Zoo Educate:- KILB Campaign & Axis Bank Enrich:- Vodafone- He is always on fb Empower:- Jaago Re

19-39

The Ethics In Advertising ????

Advertising must present the truth and live up to the trust of the society. It must comply with laws, regulations and ethical codes, pay respect to human rights and provide fair-minded expression.

It must not work against sound social order or good customs of the society.
It must esteem grace and dignity to contribute to the establishment of sound and healthy life of the people. It must provide information that puts primary emphasis on the benefit of the consumers. It must contribute to the optimum solution of the client's issues through effective and efficient communications.

19-40

 Ethical Dilemmas - Which course of action will produce the most good for the greatest number of people? - Will either course of action violate some elses rights? - Will either course of action result in unfair treatment of any affected party?

19-41

Deceptive Practices
False Promises Incomplete Description Bait and Switch Visual Distortions False Testimonials False Comparisons

19-42

27-43

27-44

27-45

27-46

27-47

27-48

27-49

27-50

Advertising Educates Consumers?

PRO
Advertising is Informative
Benefits & features Comparison data

CON
Advertising is Superficial
Biased information Manipulated emotions Deceptive practices Little to no product info
19-51

Product use info

Market knowledge

Critics of advertising feel that advertising is superficial because many ads carry little actual product information. Do you think advertising is superficial?

19-52

Advertising Improves the Standard of Living?

PRO
Ads Lower Product Costs
Economies of scale Less overhead per unit Improves choice variety Promotes competition
19-53

CON
Ads Waste Resources
Inefficient process

Shuffles fixed demand

Lowers living standard

Advertising Affects General WellBeing?

CON
Advertising Creates Needs
Consumers are seduced Wants become needs Advertising promotes materialism Ads define whats hip- it shapes society
19-54

PRO
Advertising Meets Needs
e.g., food/health care

Reflects societys
priorities

Critics feel advertising promotes materialism

19-55

Advertising: Demeaning or Liberating?

CONS
Perpetuated stereotypes
- Women as homemakers/sex symbols

PROS
Increased social sensitivity
- Women in management/ leadership roles

Offensive, or in poor taste

- Anything to grab attention...

Advertising is an art form

-Superbowl?

Subliminal deception
- A common urban myth
19-56

Do you think this ad perpetuates stereotypes?

19-57

19-58

Advertising Affects the Mass Media?

PRO
Diversity & Affordability
Primary source of revenue Sponsored programming Variety of media sources Competition is enhanced
19-59

CON
Affected Programming
Conflicts-of-interest

Controversy is shunned
Education is secondary

19-60

Deciding Advertising Budget

27-61

News Questions Narrative Command 1-2-3 ways How-What-Why

27-62

19-63