Role Of Advertising In Brand Promotion

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Advertising?

favorable representation of product to make consumers, customers and general public aware of the product. An information dissemination Advertising is nothing but salesmanship in print John

Kennedy(1904)
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Brand?
Brand=Produ ct +image

Every management believes that a customer is king. Brand-an amalgam of physical product and the notional image.
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Brand Promotion?
use a widerange of promotional tools working together to create widespread brandexposure. includes

Advertising of Purchase Marketing Selling advertising

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Point

(in-store) materials
Direct

(catalogs, infomercials, email)

Personal Internet

Event sponsorship Brand entertainment (product placement on TV shows, in movies) Outdoor signage/billboards Public relations Influencer (peer-to-peer) communications Corporate advertising

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Advertising in brand promotion

Information and persuasion Introduction of new brands and extensions Building and maintaining brand loyalty/brand equity Creating an image/meaning Building brand loyalty in the trade channel
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Brand Awareness

Advertising creates brand awareness In general public make business more popular within the circle of potential buyers. increases profit of the companies by escalating its revenue. The expenditure made on advertisement can turn as good boost in earnings.
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Brands such as Marlboro, MercedesBenz, Gucci, Prada andRolls-Royce have powerful significance for non-consumers as wellas for consumers. The social power of brand is powefully framed by advertising.

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Advertising can be done through

Magazines and newspapers TV/Cinema Buisness directories Radio A large part of consumer product advertising today is on television.

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CASE STUDY

SANTOOR:Success more thn skin deep

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BackGruound

Indian soap-most competitive Soap Premium(Cinthol,Liril,Margo)

Popular(Lux,Rexona,Hamam)

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Soap market one of the most aggressive advertisers/promoters spending over 78million on advertising in 1985. Santoors entry(Sandalwood+turmeric)popular segment Launch-well received

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But the turbulent period of the soap at that time affected the industry Market came down Change of mind in consumers

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Positioning of Santoor-breakthrough thought younger looking skin Generation of an idea mistaken identity The best represtation was when a married woman with a child(the ultimate proof of womanhood!)gets mistaken for a younger woman-by a group of women.
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Result

Santoor has not looked back since 1989 Hence a good advertising works to build sales in the short term and build brand value over time.

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Advertising beyond brands

Plays two broad roled in the socioeconomic landscape of a country. Advertising

Economic

Social
Lifestyles Values
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New products New usage Competition Price

Family life

Selfimage

Advertising is a competitive weapon that helps one brand to stand up against competition from other brands. You need to think big,think out of the box You need to dispel any notions of what is usual or expected

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`THANK YOU

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