Advertising 13th March

7/31/2019 Advertising 13th March

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Any paid form of non-personal presentationand promotion of ideas, goods and services ofan identified sponsor.

Advertising consists of all the activitiesinvolved in presenting to a group a non-personal, oral or visual, openly sponsoredmessage regarding a product, service or idea.

This message called an advertisement isdisseminated through one or more media andis paid for the identified sponsor-WILLIAMJ STANTON


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Updateinformationto customer

Introduce &establishproduct

Cover masses

Offsetadverse

competition

Improve &expandmarket

Create &improvegoodwill

Supplementpersonal

salesmanship


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Creating awareness Increase sales Brand identity &

Brand image Communicate a

change

Increase the buzzvalue
http://images.google.co.in/imgres?imgurl=http://www.techgadgets.in/images/hutch-vodafone-logo.jpg&imgrefurl=http://www.techgadgets.in/networking/2007/20/hutch-renamed-to-vodafone-in-india/&h=300&w=320&sz=25&hl=en&start=13&tbnid=Y78vtAk4wu6G3M:&tbnh=111&tbnw=118&prev=/images?q=image+of+vodafone&gbv=2&hl=en


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HELPS FORECAST DEMAND- Creates curiosity-desire-demand Cultivate response-probable demand

DEMAND STIMULATION-

Seeks to impress prospective buyers Affect preference & priorities

DEMAND SUSTENANCE Ensure regular and continuous demand

Reminder ads

PLANNING PRODUCT Production planned as per demand

Produce products that carries demand


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HELPS DECIDING SCALE OF PRODUCTION

Creates inquisitiveness among the prospective buyers. Quantum of demand expected

AUGMENTS DISTRIBUTION Attracts several intermediaries

Example- C&F agents, retailers,etc COST REDUCTION

Customer information as well as feedback

Eliminate wasteful expenditure

HELPS COUNTER COMPETITION- Impressive ads

- GOODWILL- Positive impact

- Create place/impression of the product


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Information about new, improved

Relevant informationProduct information

Includes details of special features, usage

Purpose knowledge updatingCustomer education

Identifies manufacturer in relation to product Lower overhead cost

Minimization ofdistribution channel

Based on customer demand product attributes areaddedQuality products

Mass dissemination of information

Direct sellingReduced product cost

Customer education, quality products, better price

Higher utility of products and services

Improved standard of

living


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Employment

Quality control

Eliminates lowquality products

Media development

Advertising industry

Example- radio, TV,internet, etc

Competition, customerretention

Positive advertising-identify better products

Working for sponsors-

edge over othercompetitors


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Ads expenditure on final price of

product

Adds to cost of

products

Art, skill to lure customer

At times features, process and utilities are hyped /misleaded

Misleading

Customer preferences, perceptions differ General ad strategy may not serve the purposeUndependable

Promotes all the standards of productsIndiscriminate

Competition among consumers- based on productsadvertisingConsumerism

Deceived of facts

Creation of false image about poor quality productUndesired


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Facilitates introduction of new products

Improves sales by educating customers

Facilitates to build up reputation for the productand advertiser

Helps to communicate the public at large as to theproduct and organizational achievement.

Provides employment

Provides source of revenue to media, press

Helps to plan production and develop products Tries to improve product through regular

feedback


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NEWSPAPER Provides large coverage

BENEFITS

Large circulation-secure coverage-onetime expenditure

Repetition possible at marginal extracost

Cheaper compared to other media

LIMITATIONS Limited to educated people

Less effective

Life is short


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MAGAZINES & PERIODICALS Advertised based on the product

type

EXAMPLE- India today, Outlook-General consumer goods

Vogue, Femina- Fashion products

Sports star- sports products BENEFITS More attractive- column advertising

Comparatively longer life

Detailed description of features andquality

Covers various sections of society

LIMITATIONS Limited to specific readers only


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DIRECT MAILING Communicate directly with

customers Prepares list and send

letters or literature

Greatest advantage direct

contact with customers andcontrol on it

WINDOW DISPLAY Display of products through

specially created windows Provides cost effectiveness,

space utility and control ofdisplay


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SLIDES OR FILM Slides are still films showing

the product

Films or small documentarywhich exhibit the product

MUTURAL OR OUTDOOR

ADVERTISING Posters, bill boards, wall

writings, etc.

Posters- important public

places Bill boards- near signals, main

roads, streets

Wall writings- bus stations,

railway stations, etc


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VEHICLES DISPLAY

Uses method of transport Buses, inside trains, etc

RADIO

Mass communication andspecial appeal

Effective for botheducated and uneducated

Limits to only listenersand non visual

Relatively less cost


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TELEVISION

Visual electronic medium covering largesection of society

Done in form of short commercials andsponsored programmes

Takes product visually to the homes ofcustomer without actual approach

Provides better demonstration of

product and its features, utility, etc. Limitations include cost


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Nature of

product

Class of

consumers

Presence of

competitors

Coverage Cost Purpose


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Meaningful

Informative

Reasonable cost

Customer satisfaction

Response generating

Value conscious


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An advertising agency is:

An independent business organisation

Composed of creative and business people Who develop, prepare and place

advertising on advertising media

For sellers seeking to find customers fortheir goods and services


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CLIENT SERVICING

Also called account executives. Acts as the link between the agencyand the client. He suggests what the client exactly wants to his adagency. He is the person who carries the client brief and is alsoresponsible for the approvals.

CREATIVE DEPARTMENT

Under the creative director are a team of copywriters andvisualisers who arrive at the big idea. Accordingly the storyboard isprepared and script work is done. The final layout is sent for

approval to the client.

PRODUCTION DEPARTMENT

The production department is responsible to convert the storyboardinto a finished layout if its for print medium or Outdoor. Howeverthe TVC will be outsourced to a production house.


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MEDIA DEPARTMENT The Media Planner along with Media manager and brand manager of the

client prepares the final media budget and purchases insertions forprint media (space buying) or purchases radio spots or purchases TVtime if its on television. Appropriate media mix is developed.

RESEARCH DEPARTMENT In fact research department functions before and after a commercial

is made for pre-testing and post-testing of media respectively.Consumer insights and brand usages are also tested at times, accordingto client in many instances.

FINANCE DEPARTMENT This department looks after the accounts (financial

records) for the agency.

Documents

Advertising 13th March