Advertising Management-Session 1 Smita Sharma

Introduction to Advertising

CASE STUDY- INDIAN MARKET

SURF- LALITAJI CAMPAIGN1980s.

LIRIL- WATERFALL TVC -1975 & ONWARDS

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Heavy monsoon rainfall in Mumbai - India, water-logging streets and disrupting transport resulting inconvenience to people - June '08
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Amul Hits of 1976 - 77

On compulsory sterilization introduced during Indira Gandhi regime.

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When helmets were made compulsory in Bombay

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Outline The mandate for effectiveness Six Ms of Advertising What makes an ad effective? The world of advertising The five players of advertising The evolution of advertising
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Introduction to Advertising

The Mandate for Effectiveness

Advertisers expect specific results that lead to sales Advertising must be effective

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Six Ms of Advertising
Understanding the Objective(s) of the advertisement (MISSION) Defining the Target Audience (MARKET) Understanding the Budget (MONEY) Understanding the Message (MESSAGE) The Media used for putting the advertisement (MEDIA) Seeing whether the advertisement was Effective (MEASUREMENT)
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What Makes an Ad Effective?

Effective ads work on two levels: with consumers and with advertisers Characteristics of effective ads: Strategy Creativity Execution

Advertising must be goal directed

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Nirupama - The Nirma Girl

Washing powder Nirma, washing powder Nirma Dudh si safedi, Nirma se aaye Rangeen kapda bhi khil khil jaye Sabki pasand Nirma Washing powder Nirma Nirma Change in the commercial recently in 2009

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Karen Lunel - The Liril Girl

La la la la la la la la laa la laa.

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Lalitaji

An obvious reference to the cheaper competitor, Nirma(once available for Rs.3 per Kg) by Lalitaji, posing as the typical nocompromise, quality conscious, bargaining Indian housewife set the momentum for Surf as a brand that stands for quality at an affordable price.

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The World of Advertising

Defining advertising A paid form of communication A sponsor is identified Tries to persuade or influence the consumer to do something Conveyed through mass media Reaches a large audience Is non personal
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TYPES OF ADVERTISING

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ON THE BASIS OF GEOGRAPHICAL SPREAD

National Advertising- select media with a countrywide base Local Advertising- mostly by smaller firms, sometimes by large firms (pretesting of a product) Global Advertising- multinational firms e.g. IBM, Sony, Ford

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ON THE BASIS OF TARGET GROUP

Consumer Advertising- intended to promote sale of the advertised products by appealing directly to the consumers. Industrial Advertising- issued by the manufacturers/distributors to the buyers of industrial products. Trade Advertising- directed by the manufacturers to the distribution channel members. Professional Advertising- advertising directed to decision makers- professional people.
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RELATION OF PRODUCT ADVERTISING TO PRODUCT LIFE CYCLE

INFORMATIVE PRODUCT ADVERTISING Builds up an initial demand for the product at the introductory stage To create an awareness about the existence & availability of the product PERSUASIVE PRODUCT ADVERTISING Aims at building up the demand for a specific product/brand Competitive type of promotion REMINDER ORIENTED PRODUCT ADVERTISING Strengthens the previous promotional activity by keeping the brand name before the eye of the public Used in maturity as well as declining phase of the PLC.

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RELATION OF PRODUCT ADVERTISING TO TYPES OF PRODUCTS

Consumer Advertising Industrial Product Advertising Service Advertising

personalized services like laundry, hair-grooming, beauty salon, automotive repairs- greater emphasis on the institution offering it & the advantages patronizing them.
Institutional Advertising/ Corporate Advertising aims at building a positive image for the firm in the eyes of internal & external public.
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RELATION OF PRODUCT ADVERTISING TO TYPES OF PRODUCTS

Public Relations Advertising part of institutional advertising represents the management and communicates the policies, problems & performances to the public Public Service Advertising promote greater awareness of public causes

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The Roles of Advertising

Marketing role Communication role Economic role Societal role

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Functions of Advertising
Provide product and brand information Provide incentives to take action Provide reminders and reinforcement

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The Five Players of Advertising

Advertiser Advertising agency
The advertising department The in-house agency

Media Vendors Target audience

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The Evolution of Advertising

Age of print Industrial revolution and emergence of consumer society Modern advertising: Agencies, science and creativity Accountability era

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Current Advertising Issues

Interactive advertising Globalization Niche marketing Integrated marketing communications (IMC) Consumer Power

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