Advertising is the promotion of a companys products and services carried out primarily to drive sales of the products and

d services to build a brand identity communicate changes or new product /services to the customers

 . Advertising has become an essential element of the

corporate world and hence the companies allot a considerable amount of revenues as their advertising budget.

There are several reasons for advertising some of which are as follows:
Increasing the sales of the product/service
Creating and maintaining a brand identity or brand

image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Types Of Advertising
Print Advertising Newspapers, Magazines,

Brochures, Fliers sell the advertising space according to the area occupied position of the advertisement (front page/middle page), readership of the publications
e.g. Sakaal times & Times of India a relatively new and less popular newspaper

 Price factor: The price of print ads also depend on the

supplement in which they appear

e.g. glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.

Outdoor Advertising
Billboards
Life is less very expensive used correctly, it can prove very

effective.

Kiosks
The kiosks not only provide an easy outlet

for the company products but also make for an effective advertising tool to promote the companys products to find at many a places like malls, college festivals and even railway stations.

Kiosks

Tradeshows and Events

Trade shows represent a significant opportunity to enhance brand and product visibility, promote new and existing products, generate leads and drive incremental sales.
organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Whether you are participating in an annual industry event, major international trade show exhibition or a local trade fair, you'll learn proven strategies that enable you to:
Establish meaningful goals, masterfully plan your

strategy, and measure your return on investment.

Broadcast advertising
Television
Very popular Cost

Time of broadcast

Beautiful A irtel A dv ertisement.flv

e.g. Set Max earned more than a 20 million dollars just

from the much controversial Strategic time out Airtel adv.

Radio
lost its charm owing to the new age media
radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media

and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles..

Covert AdvertisingAdvertising in Movies

a product or a particular brand is incorporated in some

entertainment and media channels like movies, television shows or even sports. e.g. Nokia which is displayed on Tom Cruises phone in the
movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. In Bollywood too, a lot of covert promotion is practiced. For example, Siyaram Suitings, Bourn vita etc were promoted in Krrish.

Surrogate Advertising -Advertising

Indirectly
advertising a particular product is banned by law.

like cigarettes or alcohol which are injurious to heath

are prohibited by law in several countries indirectly remind people of the cigarettes or beer bottles of the same brand.
e.g. Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising

Advertising for Social Causes
Female Foeticide
Blood Donation Importance of Going to

Polio Eradication
Eve Teasing Anti Smoking Campaign

School AIDS Awareness Right To Vote Save Electricity, Save the Planet for Our Children

Respect for National

Anthem Family Planning National Integration

A w ard winning , funny Indian ad on ev e teasing for A A J TA K.flv

Social A Ds about cause effect.flv

David Oglivy once

said, Advertising justifies its existence when used in the public interest it is much too powerful a tool to use solely for commercial purposes..

Celebrity Advertising
Using celebrities for advertising involves signing up

celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Organization
1. Message Determinants 2. Advertising Strategies 3. Comparative Advertising 4. Resisting Competitors Persuasion

The Brief
Factors in message development
In developing a message, consider the 3 Cs:

(a) Customer -- Target audience (b) Company -- Product (c) Competitive Positioning

Customer -- Target Audience

Know their:
Demographic Characteristics (e.g., age, sex)

audience physical profile Psychographic Characteristics (e.g., activities, interests, opinions) how they live and reasons for their behavior Decision Process opportunities available to influence product choice

Nike in Asia (1/2)

Found that Asian kids are less sporty than American kids
Instead, Asian kids preferred studying & shopping

Nike in Asia (2/2)

I Dream ad campaign
Features shots of young Asians playing sports intercut

with images of some of worlds top athletes Images linked with emotional calls to action
I dream of excellence I dream of freedom I dream of not being a doctor

Company -- Product
(a) Distinctiveness of Attributes If not distinctive audience not interested in product info message should not stress on attributes
(b) Product Involvement If high involvement, product info critical stress on product attributes.

Advertiser must know:

(a) what the impt attributes are (b) what the product can and cannot do (c) how to tie in with benefits

 If low involvement, product info not critical

stress on mood & have repeated exposures Mood in ad Generate interest in ad itself liking of ad transferred to liking of brand thro repeated exposure

Competition
If intense competition, greater need for

distinctive image
Distinctive image Share of consumers mind

When choice arises, advertised brand is evoked

Product Positioning
The art and science of fitting the product or

service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition

Positioning Strategies
1. Attribute Set apart by attribute or benefit offered

2. Image Similarity among brands

3. Use or application Dominate some 4. Product user e.g., Johnson &

aspect of usage Johnson shampoo repositioned

toward adults

5.

Product Class Against another product class rather than another brand e.g., Epismile vs Colgate
Competitor

6.

Advertising Strategies
1. Informative
Audience receives factual product info No arguments; no evaluation Suitable when: (a) audience actively seeks info (b) easy to assess the facts (c) judgment is favorable to advertiser (d) no significant competition

2. Argumentative Presents facts and evaluation

Suitable when:

(a) there is a differentiated product benefit (b) benefits of features not obvious (c) high-involvement decisions

3. Psychological Appeal
Enhances product appeal thro emotions
Primary emphasis: Emotions Secondary Emphasis: Product

Attributes/Benefits

Humor Appeal

Positive mood draws attention product is used But, . . . . . . (a) Not sufficient to merely attract attention (b) Repetition reduces ability to hold attention (c) Humour is subjective

Humor in Asia
Asians laugh at their stereotypes

English not first language

Wrong words used Used car ad

Special Offer. 94 Honda Big Blue Convertible. Asking price: $78K. Owner living.

Fear Appeal
Negative consequences of not using product product is used
Threat, with implications of danger

Curvilinear relationship between fear and persuasion (see next

figure)

Relationship between fear levels and message acceptance

Facilitating effects

Acceptance of message recommendation

Level of fear

High

Inhibiting effects

Resultant nonmonotonic curve

Conditions for effective fear appeals: (a) Appeals are quite strong (b) Audience believes negative consequences are likely to occur

(c) Audience believes using product will avoid the negative consequences (coping behavior to remove threat)

Sexual Appeal

Gains attention brand name recall? (a) Nature of product If product is not related to sex, brand name recall higher when illustration is non-sexual than sexual (b) Attitude toward sexual illustrations Audience with fav. attitude recall brand name more than those with unfavorable attitude (c) Gender of audience Men have more difficulty in recalling brand names

Sexual Advertising in Asia

Conservative society Sexual ads not well received Ad rules vary by country

Difficulty in using campaign throughout

region

China
No well-defined guidelines No superstition, no elements contrary to

traditional Chinese custom or liable to affect stability of society

Hong Kong
Regular updates to Code of Practices to keep

up with changing values

Liberal, creativity not restricted

Indonesia
Advertising codes prohibits use of obscenity and kissing scenes

in locally produced ads Ad can be sexual as long as it does not show sexual scenes

Philippines
Catholic country Sexual imagery extensively used Govt believes in self regulation

Thailand
Strict censorship rules Kissing & romantic display of affection not

allowed in ads

4. Repeat Assertion Hard-sell approach Same simple message repeated several times in words, graphics, or sound
Assumes:

(a) audience have no intrinsic interest in message (b) positive relationship between repetition and message acceptance

5. Command Orders audience to do something Suitable when directed behavior is intuitively appealing and acceptable
6. Symbolic Association Product is linked to a person, music, a word, an illustration, etc. Trigger ideas thro symbols Link between product and symbol must exist

7. Imitation Approach Audience imitate people in the ad Suitable when there is social influence Indirectly informs audience what appropriate behavior is

Comparative Advertising
Two or more brands of the same product class

are compared
Direct or indirect comparisons
Compare on a specific attribute quality or

overall quality

Effects of Comparative Advertising

Increases awareness of competitors Increases misidentification Less credible Decreases message acceptance Encourages information processing Increases similarity between brands Increases purchase intention for low-share

brands

Effectiveness of Various Appeals in Asia

Reasoned argument
Taiwan Korea Japan Hong Kong

Psych appeals

Symbolic association

Informativeness Visual Sound

India

Drama-Lecture

Message Structure
Order of Presentation

Placement of information Primacy Effect: Info learnt first will be

remembered better Recency Effect: Info learnt last will be remembered better Thus, place strong points at beginning and end of ad

 Conclusion Drawing

Should message explicitly draw a firm

conclusion or let audience draw their own conclusion? Explicit conclusion -- more easily understood; enhances attitude Effectiveness depends on: Education of target audience Complexity of issue/topic Immediate action or L/T effect?

 Benefits of non-conclusion drawing

Reinforces message More memorable

Resisting Competitors Persuasion

Two-sided ads Good and bad points are presented Highlight impt attributes strong in and not-so-impt attributes weak in More credible & informative Most effective when: (a) Audience is intelligent (b) Initial opinion on the issue is negative