Advertising and Integrated Brand Promotion

By: Akshat Bhargav Ambika Garg Ankur Kukal Chavi Gupta Sachin Kabra Siddharth Jain

11810008 11810010 11810015 11810023 11810038 11810079

What is Advertising
Is this an advertisement????

What is Advertising
Or This one????

Lets Try One More

And This one????

By Definition, It Should Be Paid

So what else is a feature of advertising?

It should be Mass Mediated

And It has to be Persuasive

Just Like..

Advertising is a
Paid Mass Mediated Attempt to Persuade

Integrated Brand Promotion

It is a process of using a wide range of promotional tools working together to create widespread brand exposure. Advertising is just one of the tools of IBP.

Lets take an ExampleSatyamev Jayate

Public Relations Billboards and Hoardings

Satyamev Jayate
Panel discussions Presence on social media

Advertising Campaigns
It is series of coordinated advertisements that communicate a reasonably cohesive and integrated theme We have two examples here: Jockey and Flipkart.

Jockey or Nothing

Jockey or Nothing

Jockey or Nothing

Jockey or Nothing

No Kidding No Worries
Video 1 Video 2 Video 3 Video 4 Video 5 Video 6

Advertising as Communication
Diet Coke- Video 1 One Ad can have different meanings for different people.

Guess the Audience for Advertising

Video1 Household Customers- Most of the advertisements are directed at them

Guess the Audience for Advertising

Video 2 Business Organizations- The focus of advertising for firms who sell business products.

Guess the Audience for Advertising

Professionals

Audience Geography

Global- Kenya Airways

International Advertising
Consider a scenario of a retail store that sells womens lingerie. But??? The location is Saudi Arabia How would you advertise???

This is how they did it

They colored the objectionable stuff and used words to express

This is how they did it

They colored the objectionable stuff and used words to express

National Advertising

Regional Advertising

Local Advertising

Advertising as a business process

Determining the Marketing Mix Developing and Managing the Brand Market Segmentation, Differentiation and Positioning Revenue and profit generation

Determining the Market Mix

Video 4Ps
Product (Functional features, Accompanying services, instructions for use, Product differentiation) Price (Low Price Policy) Promotion ( advertising, event sponsorship, banners) Distribution (made available at large number of retail stores)

Developing and Managing the Brand

Video

Information and persuasion

Introduction of new brand and Brand Extension Creating an Image and meaning for a brand

Building and Maintaining Brand Loyalty

Market Segmentation, Differentiation and Positioning

In the same Disney example, Segmentation- Kids Differentiation- Not just entertainment Positioning- A complete new world

Revenue and profit generation

Economies to scale Inelasticity of demand

Types of Advertising
Primary vs Selective demand stimulation - Cell phone video ( to introduce new products) - The Hindu (to create unique image compared to competitors)

Types of Advertising
Direct vs Delayed response

Types of Advertising
Corporate Advertising vs Brand Advertising

Effects of Advertising
GDP Business Cycles Competition Prices Value

The new era of smart Ads

In the new era, consumers control their exposure to advertisements rather than an advertiser or a media company. Video link

Trends affecting Advertising Industry

Agency Consolidation and Globalization Media Proliferation Media Clutter and fragmentation Consumer Control

Agency Consolidation and Globalisation

The advertising industry went through a period of extreme consolidation from 1999 through 2002. Two agencies Publicis and Interpublic emerged as global conglomerates providing one stop solution to the clients.

Media Proliferation and Consolidation

Media companies are trying to consolidate as well to form Multiplatform media organizations. Companies like NewsCorp and Disney are two media giants InterActiveCorp is a web conglomerate with a number of diverse internet sites

Media Clutter and fragmentation

Due to increased media options, there is so much clutter that probability of any one advertisement making breakthrough has diminished So, promotion options like online communication, brand placement in film, television and sponsorship are more attractive.

Consumer Control
Technology has not only opened up more means of communication, it has given consumer power to block many means also. Examples are Gmail spam control and do not disturb facility.