Presented by- BBA- III

Advertising Advertising

• Any paid form of non-personal presentation/promotion of ideas / goods/ services by an identified sponsor

Starting point of Starting point of AdvertisingAdvertising

Identifying target market

Clarity on buyer motive/ buying motive

The Five Ms of AdvertisingThe Five Ms of Advertising

Mission

Salesgoals

Adver-tisingobjectives

Money

Factors toconsider:

Stage in PLC

Market shareand con-sumer base

Competitionand clutter

Advertisingfrequency

Productsubstituta-bility

Measure-ment

Communi-cationimpact

Salesimpact

Objectives Of AdvertisingObjectives Of Advertising

• Targeting Market Market decision Promotion objectives Marketing communication mix Promotion mixOther marketing mix decision

Informative AdvertisingBuild Primary Demand

Informative AdvertisingBuild Primary Demand

Persuasive AdvertisingBuild Selective Demand

Persuasive AdvertisingBuild Selective Demand

Comparison AdvertisingCompares One Brand to

Another

Comparison AdvertisingCompares One Brand to

Another

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Reminder AdvertisingKeeps Consumers Thinking

About a Product.

Advertising ObjectivesAdvertising Objectives

Advertising Budget FactorsAdvertising Budget Factors

Stage in the Product Life Cycle

Market Share &Consumer Base

Competition &Clutter

AdvertisingFrequency

ProductSubstitutability

Choosing the Advertising Choosing the Advertising MessageMessage

Message generationMessage generationThe principle product should be

convey the major benefit that brands offers & should be delivered along with the product concept.

Inductive frame work- Deductive frame work-

TypicalMessage

ExecutionStyles

TypicalMessage

ExecutionStyles

TestimonialEvidence

TestimonialEvidence Slice of LifeSlice of Life

ScientificEvidence

ScientificEvidence

LifestyleLifestyle

TechnicalExpertise

TechnicalExpertise

FantasyFantasy

MusicalMusical

PersonalitySymbol

PersonalitySymbol

Mood orImage

Mood orImage

MessageMessage execution-execution- styles styles

Message execution - Message execution - TonesTonesHumorous e.g. Krack jackEmotional e.g. DharaFactual e.g. Head & shoulders

Experimental e.g. WhisperMessage execution by Words

Messsage execution by Format

Major Media TypesMajor Media Types

NewspapersAdvantages: Flexibility, timeliness; good local market coverage;

broad acceptance, high believability

Limitations: Short life; poor reproduction quality; smallpass-along audience

TelevisionAdvantages: Combines sight, sound, motion; high attention; high reach; appealing to senses

Limitations: High absolute costs; high clutter; fleeting exposure;less audience selectivity

Direct MailAdvantages: Audience selectivity; flexibility, no ad compe-

tition within same medium; allows personalization

Limitations: Relative high cost; “junk mail” image

RadioAdvantages: Mass use; high geographic and demographic

selectivity; low cost

Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences

MagazinesAdvantages: High geographic and demographic selectivity;

credibility and prestige; high-quality reproduction;long life; good pass-along readership

Limitations: Long ad purchase lead time; waste circulation; no guarantee of position

OutdoorAdvantages: Flexibility; high repeat exposure; low cost; low message competition

Limitations: Little audience selectivity; creative limitations

Major Media TypesMajor Media Types

Evaluating Ad Evaluating Ad Effectiveness Effectiveness

Communication Effect can be understood through Pre-testing & Post testingSales effect can be measure through- - Historical Approach - Experimental Design

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