Effective Advertisment

Presented By Group 12 Manoj Das Gupta Jijasini pani Om prakash

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

Content
Meaning Objective Classification Step Of Effective Advertisement Advertising Message Media Selection

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

Advertisement
 Paid form of nonpersonal presentation and promotion of products, services, ideas, persons, or organizations  by an identified sponsor

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

1-m.d

Effective Advertisement

Effective Advertisement that is able to interest, intrigue and inspire a viewer, persuade the consumer that a certain product is worth buying and in turn generate more sales for the manufacturer successfully.

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

2-m.d

Objectives of Advertising Informative advertising seeks to develop initial demand Persuasive advertising attempts to increase demand for an existing product Reminder advertising strives to reinforce previous promotion by keeping the name of the product before the market

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

3-m.d

Advertising objectives in relation to the stage in the product life cycle

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

4-m.d

Classification of Advertisement

5-m.d
Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

 Print Advertisement Newspapers, Magazines, Brochures, Fliers .  Broadcast advertisement Television, Radio and the Internet.  Outdoor Advertisement Billboards, Kiosks, Tradeshow.  Covert Advertisement Advertising in Movies.  Public Service Advertisement Advertising for Social Causes

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

6-m.d

Steps of Effective Advertising Program

Setting the advertising objectives Deciding on the advertising budget Designing the message. Deciding on the media . Deciding on media timing. Evaluating advertising effectiveness.

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

7-m.d

Setting the Advertising Objectives

 The target  The position  Response desired  Time horizon

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

8-m.d

Deciding on the advertising budget

 Objective-and-task approach  Affordable method  Percentage-of-sales method  Competitive-parity method

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

9-m.d

Designing the message.

 Capture attention  Hold interest  Arouse desire  Elicit action

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

10-m.d

Deciding on the media .

 Choosing media categories newspapers, television, direct mail, radio, magazines, and outdoor advertising  Choosing specific vehicles  Scheduling

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

11-m.d

Media Categories
should be examined for their capacity to deliver: deliver:
 Reach is the number of different persons or households exposed to a particular message at least once during a specified time period.  Frequency is the number of times within the specified time period that an average person or household is exposed to the message.  Impact is the qualitative value of an exposure and the fit with a target audience.
Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

12-m.d

Deciding on media timing.

 Macroscheduling
 cyclical  seasonal

 Microscheduling
 Burst advertising  Continuous advertising  Intermittent advertising
 Flighting  Pulsing

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

13-m.d

Evaluating advertising effectiveness.

 Customers tell how did they learn about us.  Increase in sales of the promoted goods.  More calls to our toll-free line.  Calls to a campaign-specific phone number.  Specific codes applied by customers to receive offered discount (i.e. Tube).  Redeemed coupons or vouchers that were given out at a campaign.  Increased visits on our website.
Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

14-m.d

Advertising Messages
 Ads must be meaningful, believable, and distinctive  Creator must decide whether to focus on A practical appeal (i.e., price), or Emotional responses like fear, humor or fantasy  Advertising Campaign Series of different but related ads that use a single theme and appear in different media within a specified time period

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

15-m.d

Media Selection
 Television Has grown to rival newspapers as the dominant advertising medium Greatest share of TV ad revenues come from companies that advertise nationally Virtual Ads that are superimposed onto sporting events -- they seem to be part of the arenas signage, but cant be seen by those attending the event Another trend: abbreviated spots 15 and 30 second spots Cable TVs share of ad revenues has grown, while the networks share is falling
Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

16-18

 Radio Popular choice for up-to-the-minute newscasts Also popular for targeting advertising messages to local audiences Recently, has become one of the fastestgrowing media alternative Playing an increasingly important role as a national, an even the global, favorite

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

16-m.d

 Newspapers Continue to dominate local markets Retail and classified advertisement are key Important advantages include flexibility and community prestige Newspapers facilitate coordination between local and national advertising Newspapers offer powerful merchandising services like promotional and research support
16-m.d

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

Copyright 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

1717-m.d