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Sales and Promotions Management Session 2nd
Dated: -14-03-2010
By: -Neeraj Gupta
Advertising
Mass persuasive communication paid for by an identified sponsor that makes use of various media
Advertising Strategy
Three levels Annual advertising plan Annual plan and an advertising plan Develop a copy strategy for an individual ad that
runs independent of any campaign This is because an advertising campaign and
advertising plan are similar in structure.
Advertising campaign & Advertising Strategy
A campaign is an interrelated and coordinated set of promotional activities that focus on some single theme or idea and is built to accomplish some predetermined objective(s). Can have a single ad or series of ads placed together. Like Vodafone’s ZOO ZOO campaign. It is built to last for a long time or short time depending on objectives targeted.
An advertising plan aims at matching the right target audience to the right message and presents it in the right medium to reach that audience
Steps in advertising planning and managing Situation Analysis
Research and Review current business Target Audience
Who buys the product? What do they really buy? When do they buy? Who is the end-user?
Basis for segmentation Geographic Demographic
Steps in advertising planning and managing Situation Analysis
Basis for segmentation Psychographic Segmentation
Lifestyle
Basis of Segmentation-Psychographic
Orientations used for segmentation in VALS matrix
Status Oriented: -Value a secure place in society
Action Oriented: -desire physical and social activity, variety and risk taking
Principle Oriented: -guided in their choices by their beliefs and principles and not by feelings, desires and events
Psychographic Segmentation
ACTULIZERS:
Successful, sophisticated, take-charge people with high self-esteem.
Image is important to Innovators
Established and emerging leaders in business and government
seek challenges, variety
FULFILLEDS
Motivated by ideals
Mature, satisfied, comfortable , and reflective people who value order,
knowledge, and responsibility
well educated and actively seek out information in the decision-making
Psychographic Segmentation
ACHIEVERS:
Motivated by the desire for achievement,
have goal-oriented lifestyles and a deep commitment to career
and family
structured around family, their place of worship, and work
EXPERIENCERS
Motivated by self-expression
Young, enthusiastic, and impulsive consumers
seek variety and excitement
Psychographic Segmentation
BELIEVERS:
Believers are motivated by ideals
Conservative, conventional people with concrete beliefs based on traditional,
established codes: family, religion, community, and the nation
STRIVERS
trendy and fun loving.
motivated by achievement, Strivers are concerned about the opinions and
approval of others.
Money defines success for Strivers, who don’t have enough of it to meet their
desires
Psychographic Segmentation
MAKERS:
Makers are motivated by self-expression
express themselves and experience the world by working on it-building a
house, raising children, fixing a car, or canning
Practical people who have constructive skills and value self-sufficiency.
STRUGGLERS
Narrowly focused lives
with the familiar and are primarily concerned with safety and security
Steps in advertising planning and managing Advertising Objectives
Creating Awareness Increasing sales Knowledge Comprehension Associating feelings with brands Enticing Regular brand use among existing and new
customers both. Increasing the percentage of target consumers who
associate specific features or benefits with company's brand.
Increasing number of target consumers who prefer company's brand rather than competing brands.
Steps in advertising planning and managing-DAGMAR Approach
DAGMAR (Defining Advertising Goals for Measured Advertising Results) Awareness: Involves making target audience aware
of the existence of the brand or company. Comprehension: The purpose is to develop an
understanding among audience of what the product is and what it would do for them.
Conviction: The objective is to create a mental disposition among target audience members to buy the product.
Action: To motivate target audience to purchase the product or service.
Effect of Advertising on Consumers
Steps in advertising planning and managing Product Positioning
Communications Media The Advertising message-What is to be said
and how First thing is preparing a creative brief (often referred
as copy platform, a work plan, copy or creative strategy document) and it addresses following issues like who is the potential customer, why to focus ads on needs of customers which they value-under this comes two types of appeals: - Rational and Emotional, What can satisfy their needs, Where, when and how to deliver these messages, and what style or tone to use to convey the message.
Steps in advertising planning and managing A creative brief can cover these issues: -
Objective statement – what to achieve out of the ad. Support Statement-to give evidence to the promise made. Tone or Brand Character Statement
Budget Allocation-Objectives are effected directly by the amount of budget we have.
Factors to consider to set budget Product life cycle stage Market share Intensity of competition and clutter Advertising frequency Product differentiation
Setting Advertising Budget
Steps in advertising planning and managing Advertising Strategy Implementation Using all the elements discussed before
this point we can go ahead with the implementation of the advertising strategy.
The Big Idea in Advertisements The Great Idea in advertising is far more than the
sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply.“–Leo Bogart
Great Ideas have some elements in common: - A potent Strategy A Strong selling ides Stands out ahead of others Always relevant Can be built into campaigns
The Big Idea in Advertisements It is conveyed using the message strategy which has
following elements: - Verbal Element Non-Verbal Element Technical Element
Creative Process Steps: - Orientation: Pointing out the problem Preparation: Gathering pertinent data Analysis: Breaking down the relevant material Ideation: Piling up alternative ideas Incubation: Putting the problem aside to invite spontaneous
ideas at some later, unguarded time. Synthesis: Putting the pieces together, and Evaluation: Judging the resulting ideas.
The Big Idea in Advertisements
Creative Execution-Print
Elements: - Headline Sub-Heads Body copy Slogans Seals Logos Signature Visual Elements Layout
Body Copy-Types
Design Principles Ads must be designed to attract consumer attention
immediately as the advertiser has only a second or two to capture the reader's attention.
Basic design rules include the following:- Unity: The complete layout (copy, visual, headline, logo etc.)
should appear as a single unified composition. Balance: Balance means controlling the size, tone, weight, and
position of the elements in the ad. Contrast: It imparts life to a layout and adds emphasis to
selected elements. Sequence or eye movement Emphasis or proportion: Emphasis refers to division of space
among layout elements.
Design Principles Use of Colour: -
Colour adds attention-capturing value to the advertisement. Colour can help in imparting emphasis to important elements in
an ad. Colour can add a sense of realism or atmosphere. Colour can help easy identification of brand name, package, and
trademark. Colour imparts a feeling of quality and prestige to the
advertisement. Typography and Copy Testing
They should always consider the four important concepts when selecting type: readability, appropriateness, harmony or appearance, and emphasis.
Thank You