Intro to the Advtg Industry

8/6/2019 Intro to the Advtg Industry

1/21

ADVERTISING MANAGEMENT

Eastern Institute of Management

2ndYear 1st Semester

August 2010


2/21

The raw material of Advertising, is life.

Its the business of inspiring people.Yet, were most uninspired.

Its the business of knowing everything about everything.

Yet, we know little about just a few things.

We believe were in a borderless world.Yet, we barricade ourcuriosity.

Were in the sensorama business.Yet, we dont use most of oursenses.

You dont need wings to fly. Just an open mind.And dont give meexcuses like Wheres the time?

Do you discover one new thingin your life each day?

Enrich By One: Live your life that way


3/21

A step ahead

We were in the information age.We are now in the knowledgedomain.

The only way you win with colleagues and clients iswhen you knowas much if not more about their business.

If you work on real estate, do you know about what is happening inthe Ropponji Hills district in Japan or for that matter Canary Wharfin London or the 50 Gramercy Park project in New York or thecontroversy over the new airport in Mumbai?

Knowledge is the next battlefront. The soldier on that is the generalof tomorrow.

Ahead By One: Live your life that way...


4/21

Course Content

1. Introduction to Advertising

2. Advertising Industry

3. Foundations and Determinant of Advertising Strategies4. Advertising Planning

5. Advertising Objectives

6. Advertising Budget

7. Designing an Advertisement

8. Message Strategies

9. Media Strategies


5/21

Course ContentContd

10. Advertising and Society

11. Sales Promotion

12. Public Relations and Corporate Advertising13. Direct Marketing

14. Evaluation of Promotional Effectiveness


6/21

Reference Books Advertising Management David Aaker

Introduction to Advertising and Promotion George Beleh

Brand Positioning Subroto Sengupta

And there are many many more that you can refer to


7/21

Alyque Padamsee once said About his famous Liril advertisement

more than the freshness that comes from its features,Liril promised 20 minutes of freedom to the middle class

Indian housewife who gets pulled in different directionsthe rest of the day


8/21

Advertisement can be subdivided

in 4 ways ByTarget Group

Consumer

Business/Institutional/Corporate

Industrial/Trade

Professional

Agricultural

By Area

International National

Regional

Local


9/21

Advertisement can be subdivided

in 4 ways By Media

Print : Newspaper, Magazines

Electronic : Radio, TV, Internet

Outdoor : Billboards, Hoardings, Direct Mail

Directories

Other Media

By Purpose

Product/Non Product/Service Commercial/Non Profit

Primary/Selective Demand

Direct/In Direct Action


10/21

Advertisings Feature & Role in theMarketing Process


11/21

Marketing Communication Mix

Marketing Objectives & Strategy

Marketing Plans

Production

Distribution (Place) Promotion

Pricing Planning


12/21

The Promotion Mix - IMC

Mass Media

Advertising

Direct

Marketing

Interactive/

Internet

Marketing

Publicity/

Public

Relations

Personal

Selling

Target Audience

Sales

Promotion


13/21

Th

e Law of Advertising Advertising, today, is all about Building brands and

Positioning brands in the mind of the consumer and not

just communicating about it.


14/21

What is a Brand ?

A Brand is not a product : it is the products source and it

defines its identity in time.

Th

e value of a brand lies in its capacity to generate cash

flows.

A brand is a landmarkit is enduring.


15/21

In Effect. A Brand is an Identity

(like all famous personalities has its distinctiveness)

From a long term point of view,

We need to win share of mind rather than share of space


16/21

Forms of Advertising National

Retail

Co operative Trade

Industrial

Financial

Public Service

Political

Corporate

Brands/Products/Services


17/21

Corporate Advertising

Types of Corporate Advertising

Image Advertising

Event sponsorship

Advocacy advertising

Cause-related advertising

Advertising done to promote the interests of thefirm by enhancing its image, assuming a positionon a particular issue or promoting a certain cause


18/21

Objectives of Corporate Advertising

Create a positive image for the firm

Communicate the organizations viewpoint on various issues

Boost employee morale

Smooth labor relationsHelp newly deregulated industries

Help diversified companies establish an identity


19/21

Event Sponsorship

Events used for sponsorship:

Sporting events

Music/entertainment

Festivals Arts/cultural events

Causes

Event Sponsorship is a form of marketing communicationswhereby an organization becomes involved with a particular

event by developing sponsorship relations.


20/21

Advocacy Advertising

Advocacy advertising is the propagation of ideas andelucidation of controversial social issues of public

importance in a manner that supports the interestsof the sponsor


21/21

Cause Related Marketing

Cause related marketing is a form of marketingwhereby companies link with charities or nonprofit

organizations as contributing sponsors

Documents

Intro to the Advtg Industry