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ADVERT I SI N G
Definition:
Advertising is any paid form of non-personal
presentation by an identified sponsor.
MESSAGE
Message generation
Message evaluation and selection
MONEY Social-responsibility review
MEDIA
Reach, frequency, impact, media types, Specific media vehicles Media timing Geographical media
1.
2 . M – Mission
( Advertising Objectives )
Creating Awareness :
Stimulate trial :
Advertising that stimulates trial
increases the diffusion rte of product among
the target audience.
►
Remind and reinforce :
► To remind consumers of the brand’s existence
and reinforce its image.
► The objective of advertising is to maintain
top of the mind awareness and favourable
associations.
Provide support for sales force :
► Advertising provides support to sales force
by identifying warm prospects and
communicating with otherwise unreachable
members of a decision making unit.
Corrections misconceptions :
► Companies or brands that may have got
tarnished due to negative publicity can be
resuscitate by advertising.
►
Methods :
3.
The Six - Stage Model
Awareness - knowledge
Knowledge - knowledge
Liking - emotions
Preference - emotions
Conviction - action
Purchase - action
4. DAGMAR
D efining A dvertising G oals
for M easuring A dvertising
Results
2. M - ( MONEY )
Advertising Spend
► Percentage of Sales Method
► Affordability Method
► Matching Competition
► Objective and task Method
► Regression analysis
► Adaptive Control Model
► Compromise
Percentage of sales method
Advantages
Disadvantages
Affordability Method :
► Executive judgment decides , the
amount to be spent on
advertising .
Matching Competition :
► Some companies match expenditures or
use a similar percentage of sales
figure as their major
competitors .
Regression Analysis :
3.M – MESSAGE
Brand Personality is the message that the
3. M – MESSAGE
The Marketer who builds the most sharply
3. M – MESSAGE
Strong brand is built by addressing itself to
An advertising message translates the
platform into words, symbols and
illustrations, which are attractive and
meaningful to target audience.
PRINT ADVERTISEMENT
Readers see
1. Picture or illustration
2. Headline
Aadi Sales 50% offer
5.99% interest rate on finance
1 + 4 Offer, Pay for 1 and get 4)
3. Body copy (conditions)
Picture must be strong enough to draw
attention
Headline must reinforce the picture and lead
the person to read the copy.
Print ads
Advantages Disadvantages
Emotions in an advertisement.
sells.
Close Ups:
Product in use:
used.
Miscomprehension:
very clearly.
ADVERTISING MORE EFFECTIVELY
Scenes:
Product in use:
used.
Miscomprehension:
very clearly.
How does Advertising persuade the
buyer?
Should provide the information that is
interest to the audience
Information may give them new
information, or it may support the
information they already have
It may attempt to alter their existing
views and beliefs.
That the audience see the
advertisement and interpret it in a
way favourable to the advertiser.
The Advertisement should influence
the Audience
Factors in an Ad that Bring about
Audience Persuasion
1.The source of the endorser
The Credibility of the Source
Likeability/Attractiveness of the
source.
The source’s approach to the views
and disposition of the audience
The Credibility of the Source
Factors such as level of expertise,
trustworthiness, culture, age
and educational level usually
decide the source’s credibility
with the audience.
Likeability/Attractiveness of the
source.
If the audience likes the source, it
certainly is a plus point in the
successful delivery to the
message.
The source’s approach to the views
and disposition of the audience
Advertisements Using Celebrities as
Source /Endorser
Amitabh Bachchan was used as the source
for ICICI Bank’s campaigns
Gwalior – Mansoor Ali Khan Pataudi
Sachin Tendulkar – Visa, Pepsi, Philips
Colgate – sunil shetty
Mayur suiting's – Sharukh Khan
Lux – film stars
2. Message
Message Sidedness
Order of Presentation
Climax Order
Anti – Climax Order
Pyramidal Order
Message Conclusion
2. Message
Message Sidedness:
Should we present only one side of an
argument in an advertisement
or both sides of an argument?
Order of Presentation:
Presentation of the argument – where exactly
should be placed.
Climax Order:
When the audience already possesses a high
degree of interest in the material that is
presented.
Anti-Climax Order:
When the audience interest in the material
being presented in low.
Pyramidal Order:
Material in the middle of the message gets the
least attention and in effect it is the least
persuasive.
Message Conclusion:
Answer to the question will depend
upon the particular context
relating the product.
If curiosity cannot be aroused in the
audience, compete messages are
more appropriate.
Message Appeal:
Rational Appeals
Example: Sundrop – ITC used rational appeal
in its campaigns for sundrop, its super-
refined oil.
New Sundrop super-refined oil offers not just
one, but four important its natural flavor.
Easy food-absorption
Energy
Heart-care
vitamins A, D and E
Zodiac – highlighted the product
features one by one and tried to
convince the audience why Zodiac
is the best shirt.
Brand to Brand Comparison – New
Pepsodent was that it is 102 percent
superior to Colgate Dental Cream.
Emotional Appeal:
Example: Jenson & Nicholson –
Love At First Sight, Love Ever After
Colours Are Like Love ………..
Jenson & Nicholson Colours ………..
Excitingly ……..
Beautifully ……….
Give Your Home This Wonderful Romance
Through J & N Colours ……..
Humour Appeal:
Example: Newsweek
“If your advertising doesn’t work in
Time magazine, change your
advertising agency”
Television
Internet
Cinema
Outdoor
4. MEDIA
(DECIDING THE MEDIA)
Print Media
Newspaper
Magazines
Trade Journals
Direct Mail
Commonly used Outdoor Media Vehicles
Hoardings
Posters
transport)
Fairs and exhibitions
Amusement parks
Loudspeaker announcements