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Working Notes of Advertising

What is Advertising

The American Marketing Association, Chicago, defines advertising as “any paid form
of non personal presentation of ideas, goods and services by an
identified sponsor.”
To Communicate, to Persuade, to Influence and to Lead to some action is
what advertising is all about.

The 6 M’s of Advertising.


• Understanding the Objective(s) of the advertisement (MISSION)
• Defining the Target Audience (MARKET)
• Understanding the Budget (MONEY)
• Understanding the Message (MESSAGE)
• The Media used for putting the advertisement (MEDIA)
• Seeing whether the advertisement was Effective (MEASUREMENT)

What is IMC

IMC can be defined as:

A concept of marketing communications planning that recognizes the


added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines. In other words, the
message and approaches of general advertising, direct response,
sales promotion, public relations, and personal selling efforts are
combined to provide clarity, consistency, and maximum
communications impact.
Elements of IMC

Advertising: Which is any paid form of non-personal communication of


ideas, products and services by an identified sponsor.
• Sales Promotion: Short term direct inducement/encouragement to
encourage sales of products and services.
• Publicity: Non-personal stimulation of demand for a product / service
or business organization as a whole by putting commercially
significant news in media to create a favorable image. The sponsor
does not pay it for.
• Personal selling: For making sales, a salesman interacts orally with the
buyer or buyers in the form of sales presentation.

Public Relations: Marketers engage in public Relations to develop a


favorable image of their organizations in the eyes of the public –
public at large, customers, suppliers, government, media,
competitors, shareholders, employees and the society.

Some of the main objectives of advertising could be:


� Increasing Awareness
�Increasing Sales
�Sales promotion offer
�PR exercise for a negative news about the brand
�Fighting competitor’s claims
�Introducing changes in the product offering
Types of advertising

• Product advertising
Consumer products[consumer durables and non durables]
Industrial products
• Service advertising
• Corporate advertising
• Public relations advertising
• Social advertising
• Financial advertising
• Tender advertising
• Global advertising etc.

Elements of Advertising/marketing Communication

Advertiser

Advertisement

Media

Target audience

Formats of advertising

IEC/IEW Format

Introduce

Elaborate

Conclude / Wrap-up

The ASK format


Arrest attention

Substantiate

Knock out competition

The AIDA format

Attention

Interest

Desire

Action

The PAPA format

Promise

Amplification

Proof

Action

Advertising Messagae Vs. Insights

Our advertising message consists of the idea together with other relevant
information. The idea spots the uniqueness of the product to win a place
in the consumer mind. It is easier said than done. Message design
identifies the consumer’s perceptions about the products. The following
question gives a good insight.
1. What is the nature of the product: its generic category.
2. For whom it is meant: the segment.
3. What are the special characteristics of the product? How
is the consumer going to be benefited?
4. Who are the competitors? What is their promise?
5. Is the product different from the other available
products? How? Is it a technological breakthrough?
6. On which occasions will the product be used? How often?
7. What would you like your consumer to perceive this brand
as? What position would it take?

Copy of Ads in Print


.

The most important copy element is the headline idea.

After the headline come the sub-heads

After the sub-head comes the body copy.


Long Copy versus Short Copy:

Types of ad copy :.
• Scientific copy (Technical specifications are specified. E.g. High involvement
goods or durable goods or industrial goods.)
• Descriptive copy: In a non-technical manner, the product attributes are described.
The copy uses direct active sentences. There are short and pithy sentences. It
looks very commonplace announcement.
• Narrative copy: Here a fictional story is narrated. The benefits of the product
emerge from the story. Maybe, the narrative is humorous. Or else, it has strong
appeal. It should make an imprint on our memory.
• Colloquial copy: Here informal conversational language is used to convey the
message. It could even become a dialogue. In many TV advertisements, we find
the colloquial copy.
• Humorous copy: Humor has been heavily used in advertising-especially in TV
commercials. It is just as heavily suspect. But effective humor makes the
advertisement noticeable.
• Topical copy comes about when a copy is integrated to a recent happening or
event. Especially during the world cup days, you had ads like – ‘Britannia Khao,
World Cup Jao’.
• Endorsement copy here a product is endorsed by an opinion leader who has a large
following. I shall be discussing this at length in a later lecture.
• Questioning Copy: In this copy, several questions are put forward not to seek
answers but to emphasize a certain attribute.
• Prestige Copy The product is not directly advertised. Only a distinguished and
favorable atmosphere is created for the sale of the product. The copy is
used to build an image.
• “Reason Why” Copy It is known as an explanatory copy where the reasons for a
purchase are explained. Each reason illustrates a particular attribute, and its
benefit to the consumer. One attribute may be chosen and repeated for several
times, each time an occasion is given to justify it.

• Wordless Advertisements There are at times billboards with


only an inscription like Amul. Otherwise they are totally
wordless. Wordless advertising is an example of non-verbal
communication (NVC) and are pictorially.
• Comparative copy here two brands are compared either in
good light or in a way to belittle the other. The cola war can
be an excellent example of this type.
• Advertorial is a newspaper or magazine feature that appears
to be edited but is really an ad.
• Intentional copy comes about when advertisers copy
elements from rival creatives in the same product category
in order to create dissonance with a view to secure
competitive foothold, e.g. Liril Vs Cinthol ads both
emphasizing lime freshness.
• Disruptive copy comes about when there is a disruption in the way of thinking or
conventional thinking.

Basics of Writing Headlines


1. They should suggest a quick and easy way out.
2. Self-interest is created in every headline.
3. News is included in the headline.
The following list of words gives news value to the advertising.
Announcing.
Surprise.
Now.
It's here. Just arrived. Amazing. Sensational.
Revolutionary.
Last chance.
4. The headline should always target the advertisement towards your prospective
customers.
5. Many more people read the headlines.

6. Headlines can be made by imaginatively coined words (coinages).


7. We have to include the selling promise in the headline.’
8. Headlines sometimes arouse our curiosity.
9. Some headlines play games.
10. Though to be practiced with caution, negatives are used in headlines these
days as a 'No cholesterol oil' etc.
11. Do not use blind headlines where on its own headline is meaningless, unless the
copy that follows is read. Most people do not read the copy.

Different forms of headlines are

(a) Direct Promise Headline


(b) News Headline:
(c) Curiosity or Provocative Headline:
(d) Selective Headline:
(e) Humorous Headlines:
(f) Command Headline:.

(g) Situation Headline:


(h) Label Headline:
(i) Challenging Headlines:
(j) Negative Headlines:
.
(k) Affirmative Headline:
(l) Headlines could be poetic, prosaic, matter of fact or musical.
(m) News...

(n) Testimonial...

(o) Question...

The basic elements of prints ad with which a visualizer works are:


1. Headline, sub-heads
2. The body copy

3. The illustration
4. Logo signature

There may be other elements like:


1. Slogans
2. Coupon
3. Price
4. Package
5. Seal of approval
6. Border
7. Quality marks etc.

promotion

a. what is promotion
What is Promotion?

Promotion is a form of corporate communication that uses various


methods to reach a targeted audience with a certain message in order to
achieve specific organizational objectives. Nearly all organizations,
whether for-profit or not-for-profit, in all types of industries, must engage
in some form of promotion. Such efforts may range from multinational
firms spending large sums on securing high-profile celebrities to serve as
corporate spokespersons to the owner of a one-person enterprise passing
out business cards at a local businessperson’s meeting. The promotion
consists of following five elements:

i. advertising
ii. publicity / public relations
iii. sales promotion
iv. personal selling
v. direct marketing

b. what is integrated marketing communication


Integrated Marketing Communications is a simple concept. It
ensures that all forms of communications and messages are
carefully linked together. So, here we ensure that all the fivel
elements of communications should work together to achieve a
higher degree of communication with customers.

c. types of promotion

Elements of promotion Meaning Details


Advertising Paid form of non Electronic advertising
personnel communication Radio
of ideas, goods and Print
services by an identified Outdoor
sponsorer Transit
Retail

Publicity / public relations Non paid form and Maintaining relations with
personnel communication public
mainly :
Media – press conference
Government – liasioning
Political party – lobbying
Employees – ERM
Customers – CRM
Society – donations /
sponsorships
Stakeholders – AGM,s
Competitors – business
forums like CII, FICCI
etc.
Sales promotion The activities which are Mainly schemes are
only meant for enhancing developed for
the sales. Any sales Promotion to trade &
promotion activity should Promotion to consumers
ideally for 90 days.
Personal selling Where sales team is The company entire sales
involved in promotion of force because they directly
company and its products. interact to customers and
can promote effectively
Direct marketing Diret methods of meeting Door to door
customers Tele marketing
Web marketing
Kiosks (atm’s, canopies)
Participation in fairs &
exhibitions

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