Upload
tasmia-tasbih-nova
View
224
Download
0
Embed Size (px)
Citation preview
8/3/2019 Chapter 14 - IMC Presentation
1/55
CHAPTER 14: Advertising: The
Awareness Builder
Course: IMC
8/3/2019 Chapter 14 - IMC Presentation
2/55
Presented by
Ridwan Rahman, ZR 31Sharjil Haque, ZR 45
Tasmia Tasbih Nova, RQ 58
8/3/2019 Chapter 14 - IMC Presentation
3/55
Advertising
Advertising is a form of communication used
to persuade an audience/consumers to take action with
respect to products, ideas, or services.
Adds value to brand by influencing consumers
perception
Effective advertising can lead to increased market
share and greater profitability
8/3/2019 Chapter 14 - IMC Presentation
4/55
6 Characteristics ofMass Media Advertising
8/3/2019 Chapter 14 - IMC Presentation
5/55
Impersonal
Aimed at groups of people, not
individuals
One-Way
Media used cannot carry messages
back from the customers to the
company
8/3/2019 Chapter 14 - IMC Presentation
6/55
Planned Message
Message can be created and controlled
by the advertiser to communicate a
precise idea
Sponsored
Sponsor of the advertising message
wants to be identified
8/3/2019 Chapter 14 - IMC Presentation
7/55
Paid
Media companies are paid for their time
and space to carry out advertisers
message
Influencing Behavior
When effective, advertising influences
attitudes and behaviors for current/new
customers
8/3/2019 Chapter 14 - IMC Presentation
8/55
Function of Mass MediaAdvertising
8/3/2019 Chapter 14 - IMC Presentation
9/55
Main Function: Building Brand
Awareness
8/3/2019 Chapter 14 - IMC Presentation
10/55
Persuade
Remind
AddValueOtherEfforts
Inform Makes consumers aware of
new products
Informs them about specific
brands
Educates them about
particular product features& benefits
8/3/2019 Chapter 14 - IMC Presentation
11/55
Inform
Remind
AddValueOtherEfforts
Persuade
Persuade customers to try
new products, brands &
services
Create demand for entireproduct category
Build secondary demand
8/3/2019 Chapter 14 - IMC Presentation
12/55
Inform
Persuade
AddValueOtherEfforts
Remind
Keeps companys brand
fresh in consumers memory
Create top-of-mind
awareness
8/3/2019 Chapter 14 - IMC Presentation
13/55
Inform
Persuade
Remind
OtherEffortsAdd Value
Innovation
Improving quality
Altering consumer
perceptions
8/3/2019 Chapter 14 - IMC Presentation
14/55
Inform
Persuade
Remind
Add Value
OtherEfforts
Delivering sales promotions
Assist sales representatives
Pre-sell products
Provide salespeople with
valuable introduction
8/3/2019 Chapter 14 - IMC Presentation
15/55
OVERALL: The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brandexperiences
8/3/2019 Chapter 14 - IMC Presentation
16/55
Types of Advertising
8/3/2019 Chapter 14 - IMC Presentation
17/55
Consumer Advertising directed towards
people buying products for personal uses
Emotional Advertising
Business Advertising directed towards
people who buy for business use
Informational Advertising
Category: Target Audience
8/3/2019 Chapter 14 - IMC Presentation
18/55
B2B Advertising
TECHNIQUESTABLES.COM
8/3/2019 Chapter 14 - IMC Presentation
19/55
B2B Advertising
TECHNIQUESTABLES.COM
8/3/2019 Chapter 14 - IMC Presentation
20/55
Internet Billboards
TV
Radio Print Ads (Newspapers and large
circulation magazines)
Other creative mediums are being
utilized too these days (Coffee
cups, shopping bags, etc)
Category: Medium
8/3/2019 Chapter 14 - IMC Presentation
21/55
Creative Billboard Advertising
8/3/2019 Chapter 14 - IMC Presentation
22/55
Creative Billboard Advertising
8/3/2019 Chapter 14 - IMC Presentation
23/55
Creative Advertising Using Juice Straw
8/3/2019 Chapter 14 - IMC Presentation
24/55
8/3/2019 Chapter 14 - IMC Presentation
25/55
Advertisers use variety of techniques topresent their brand in the most favorable
light and persuade customers to consider
purchasing these brands
Resort to diverse methods to evoke
different emotions in audience
In Bangladesh, advertisers are coming upwith more and more short, witty and eye
catching TVCs
Formulating Techniques
8/3/2019 Chapter 14 - IMC Presentation
26/55
Informational
>Benefits,>Characteristics,
>Prices
are mentioned
8/3/2019 Chapter 14 - IMC Presentation
27/55
Humor
Sense of humor
used to attract
and retainattention of
audience
8/3/2019 Chapter 14 - IMC Presentation
28/55
Video 1
8/3/2019 Chapter 14 - IMC Presentation
29/55
Fear
Usage of vividelements of
fear
8/3/2019 Chapter 14 - IMC Presentation
30/55
8/3/2019 Chapter 14 - IMC Presentation
31/55
Video 2
8/3/2019 Chapter 14 - IMC Presentation
32/55
Mystery Building
Mystery Building
Used a lot by marketers, where they
leave the audience in dark until the end
Possible mainly in TVCs
8/3/2019 Chapter 14 - IMC Presentation
33/55
Video 3
E i l
8/3/2019 Chapter 14 - IMC Presentation
34/55
Emotional
8/3/2019 Chapter 14 - IMC Presentation
35/55
Video 4
8/3/2019 Chapter 14 - IMC Presentation
36/55Use of Popular Celebrity Icons
8/3/2019 Chapter 14 - IMC Presentation
37/55
Use of Mascots
8/3/2019 Chapter 14 - IMC Presentation
38/55
Video 5
8/3/2019 Chapter 14 - IMC Presentation
39/55
Value of Advertising
8/3/2019 Chapter 14 - IMC Presentation
40/55
Creative Ideas Source
Information
Brand Positioning
Cost Effectiveness
Awareness First step in the brand decisio
process
Helps keep a brand top-of-
mind
Can also create unidentified
need Palmolive Dish/Hand WashControl
8/3/2019 Chapter 14 - IMC Presentation
41/55
Awareness
Information
Brand Positioning
Cost Effectiveness
Creative Ideas Source
Mass media advertising is able to
build awareness because of thepower of its creative ideas
Often develops the big idea that
serves as central focus for all
marketing communication
messages
Control
8/3/2019 Chapter 14 - IMC Presentation
42/55
Awareness
Creative Ideas Source
Brand Positioning
Cost Effectiveness
Information
Value added by giving
details and info about
features,
benefits,
location of sale, etc
Control
8/3/2019 Chapter 14 - IMC Presentation
43/55
8/3/2019 Chapter 14 - IMC Presentation
44/55
Awareness
Creative Ideas Source
Information
Brand Positioning
Cost Effectiveness
REACH of mass media
communication is vast
Television commercials are
especially cost-effective
Control
8/3/2019 Chapter 14 - IMC Presentation
45/55
Awareness
Creative Ideas Source
Information
Brand Positioning
Control
Marketer has complete
control over
What the ad says
When and where it
appears, etc
Cost Effectiveness
8/3/2019 Chapter 14 - IMC Presentation
46/55
Limitations of Mass-
Media Advertising
8/3/2019 Chapter 14 - IMC Presentation
47/55
Waste: High level of waste because it sends
messages to uninterested audiences
One-way Communication: Does not allow
communication from customers to marketers
Low Credibility: Customers perceive ads as paid
messages
Clutter: Advertising is so frequent and commonthat consumers find it tough to differentiate
8/3/2019 Chapter 14 - IMC Presentation
48/55
The Reminder Drivers:
Merchandising and Point-of-
Purchase Materials
8/3/2019 Chapter 14 - IMC Presentation
49/55
Merchandising: extending brand
image through promotionalactivities at the retail level
Point of Purchase materials are used.
E.g. flyers, items on the cash counter,conveyor belts, stands, etc
POP materials are in-store display
items designed to call attention.E.g. Displaying ties next to dress shirts in a
departmental store
8/3/2019 Chapter 14 - IMC Presentation
50/55
Point of Purchase Display
8/3/2019 Chapter 14 - IMC Presentation
51/55
Flyers in Superstores
8/3/2019 Chapter 14 - IMC Presentation
52/55
Strengths and Limitations of
Merchandising
8/3/2019 Chapter 14 - IMC Presentation
53/55
Strengths
Direct attention to a brand at the
point of sale
Nudges customers from a state of
interest to action
Reinforces the message sent in earliercommunication strategies
8/3/2019 Chapter 14 - IMC Presentation
54/55
Limitations
Retailers are resistant to using them
Failure of salespeople to promote theuse of POP where appropriate
Retailers view them as detracting
from the stores image
8/3/2019 Chapter 14 - IMC Presentation
55/55
Thank You