Advertising
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- 10. >> 0 >> 1 >> 2 >> 3 >> 4 >> PRESENTATION START
- 11. >> 0 >> 1 >> 2 >> 3 >> 4 >> LOGIN NAME:LOGIN NAME: PASSWORD:PASSWORD: GROUP 1 Yogin Vora Enter the world of ADVERTISING
- 12. >> 0 >> 1 >> 2 >> 3 >> 4 >> INTRODUCTION • The American Marketing Association defines advertising as -Any paid form of non- personal communication about an organization, product, service, or idea by an identified sponsor. • Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them
- 13. >> 0 >> 1 >> 2 >> 3 >> 4 >> FUNCTIONS OF ADVERTISING • Stimulates demand. • Strengthens the sales • Develops brand preference. • Competitive weapon.
- 14. >> 0 >> 1 >> 2 >> 3 >> 4 >> ADVERTISING OBJECTIVES TO INFORM: Telling the market about the new product Eg: livon silky Suggesting new uses of the product Eg:cadbury Telling about new facilities and product development Eg:crocin
- 15. >> 0 >> 1 >> 2 >> 3 >> 4 >> TO PERSUADE Brand image Eg: Mc donalds Unique selling point Eg: Saffola Oil Changing consumers perception Eg: Relaunch of Iodex
- 16. >> 0 >> 1 >> 2 >> 3 >> 4 >> Contd… Informing the market of price change Eg:chotta coke Describing the available services Eg:motorola phone Reducing consumers fears Eg:godrej hair dye
- 17. >> 0 >> 1 >> 2 >> 3 >> 4 >> TO REMIND Remind consumers that the product may be needed in the near future Eg: M-seal Keeping in the mind of consumers during off season Eg: Soft Drinks, Ice-Creams
- 18. >> 0 >> 1 >> 2 >> 3 >> 4 >> The AIDA Model
- 19. >> 0 >> 1 >> 2 >> 3 >> 4 >> St. Elmo Lewis In 1898 It shows a set of stair-step
- 20. >> 0 >> 1 >> 2 >> 3 >> 4 >> The AIDA Model
- 21. >> 0 >> 1 >> 2 >> 3 >> 4 >> AIDA Model A = ATTENTION: attract the attention of the consumers I = INTEREST: raise customer interest D = DESIRE: to benefit from the products offerings A = ACTION: purchasing
- 22. >> 0 >> 1 >> 2 >> 3 >> 4 >> • Reliance India Mobile campaign • ATTENTION: New Project being Introduced • INTEREST: The Co-Spokeperson featured in the AD • DESIRE: Free SMS etc ACTION: Dhirubhai Ambani Pioneer Offer induced people to go for the Product EXAMPLE
- 23. >> 0 >> 1 >> 2 >> 3 >> 4 >> MEN WOMEN PG BEAUTY PARLOUR OPENING SHORTLY..
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- 29. >> 0 >> 1 >> 2 >> 3 >> 4 >> Contd…
- 30. >> 0 >> 1 >> 2 >> 3 >> 4 >> ADVERTISING CAMPAIGN Advertising campaign can be defined as the correlation and combination of an advertisement and related efforts in respect of a product or service, during a particular period of time, and directed towards the attainment of one or more predetermined objectives. In simple words advertising campaigns is a series of advertisements with an identical or similar message, placed in one or more of advertising media over a particular period of time.
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- 33. >> 0 >> 1 >> 2 >> 3 >> 4 >> The Dishoom Dishoom Success Story Pepsodent's home run upto 1998 From Process to End Benefit : 1999-2000 The Result The Challenge: 2001 Creative Strategy Insight Advertising Idea
- 34. >> 0 >> 1 >> 2 >> 3 >> 4 >> Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.
- 35. >> 0 >> 1 >> 2 >> 3 >> 4 >> Results of the campaign Quantitative evidence of success: Market shares increases by 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).
- 36. >> 0 >> 1 >> 2 >> 3 >> 4 >> ADVERTISING BUDGET Advertising has a carryover effect that lasts beyond the period. Although advertising is treated as a current expense, part of it is really an investment that builds up an intangible asset called brand equity. This treatment of advertising reduces the company‘s reported profit and therefore limits the number of new product launches a company can undertake in any one year.
- 37. >> 0 >> 1 >> 2 >> 3 >> 4 >> DECIDING ON THE ADVERTISING BUDGET Key factors which have to be kept in mind while deciding the budget are:- Competitive Parity Affordability Fixed %age of Turnover Functions to be Performed Regression Analysis Adaptive Control Model
- 38. >> 0 >> 1 >> 2 >> 3 >> 4 >> TYPES OF ADVERTISEMENT
- 39. >> 0 >> 1 >> 2 >> 3 >> 4 >> CONSUMER ADVERTISING • Advertising directed towards the consumer • Uses Rational or Emotional approach • E.g. Vim bar (Rational) De Beers and Cadbury (Emotional)
- 40. >> 0 >> 1 >> 2 >> 3 >> 4 >> ADVERTISING TO BUSINESS AND PROFESSION • Aims at reseller or professional • To boost corporate identity & image • E.g. Aditya Birla group
- 41. >> 0 >> 1 >> 2 >> 3 >> 4 >> NON PRODUCT ADVERTISING • Social cause, benefit of public • E.g. AIDS, Drive safe, Polio
- 42. >> 0 >> 1 >> 2 >> 3 >> 4 >> ADVERTISING TECHNIQUES 1. Repetition: e.g. Nirma detergent song 2. Bandwagon: e.g. PSPO Fan 3. Testimonials: e.g. Pepsodent
- 43. >> 0 >> 1 >> 2 >> 3 >> 4 >> 4. Pressure e.g. Offer would be open till stock last 5. Advertising slogan e.g. Thanda matlab coca-cola Khane walo ko khane ka bahana….
- 44. >> 0 >> 1 >> 2 >> 3 >> 4 >> CELEBRITY ENDORSEMENT
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- 46. >> 0 >> 1 >> 2 >> 3 >> 4 >> CELEBRITY ENDORSEMENT Who are celebrities? What does celebrity endorsement mean?
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- 48. >> 0 >> 1 >> 2 >> 3 >> 4 >> ADVANTAGES OF A CELEBRITY ENDORSING A BRAND • Ensured Attention • Associative Benefit • Mitigating a tarnished image • Mass Appeal • Rejuvenating a stagnant brand • Higher degree of recall
- 49. >> 0 >> 1 >> 2 >> 3 >> 4 >> DISADVANTAGES OF A CELEBRITY ENDORSING A BRAND • The vampire effect Eg: Castrol commercial featuring Rahul Dravid. • Inconsistency in the professional popularity of the celebrity Eg: Australian cricketer tested +ve in 2003 World Cup • Mismatch between the celebrity and the image of the brand Eg: Emraan Hashmin endorsing “ NO TO TABACCO” • Multi brand endorsements by the same celebrity would lead to overexposure Eg : Sachin Tendulkar
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- 51. >> 0 >> 1 >> 2 >> 3 >> 4 >> THANK YOU