THE WORLD OF ADVERTISING

PROMOTION
Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image

Defining Advertising

Advertising is any paid form of non personal communication from an identified sponsor using mass media to persuade and influence an audience

5 Ms

Five decisions to be taken are

Mission-

What are the advertising objectives? Money- How much can be spent? Message- What message should be sent? Media- What media must be used? Measurement- How should the results be evaluated?

Advertising objectives

They can be classified according to the aims and functions of the advertising as below
Informative

advertising Persuasive advertising Reminder advertising Reinforcement advertising

Informative advertising Aims

to create brand awareness and knowledge of new products or new features of the existing products to create liking, preference, conviction and purchase of a product or service the re purchase of products and services

Persuasive advertising Aims

Reminder advertising Stimulate

Reinforcement advertising Aims

to convince current purchasers that they made the right choice

 Informative advertising - used to build initial demand for a product in the introductory phase. Persuasive advertising - attempts to improve the competitive status of a product, institution, or concept, usually in the growth and maturity stages. Comparative advertising - compares products directly with their competitors either by name or by inference. Reminder-oriented advertising - appears in the late maturity or decline stages to maintain awareness of the importance and usefulness of a product.

Informative Advertising Build Primary Demand

Persuasive Advertising
Build Selective Demand

Comparison Advertising
Compares One Brand to Another

Reminder Advertising
Keeps Consumers Thinking About a Product.

Types of advertising

Brand advertising Retail/ Local advertising Political advertising Directory advertising Direct response advertising Business to business advertising Institutional advertising Public service advertising Interactive advertising

Brand advertising- focuses on development of long term brand identity and brand image

Retail/ Local advertising- message announces facts about the products that are available at the nearest stores.

The objective is to focus on stimulating the store traffic and create an image for the retailer

Political advertising- used by the politicians to persuade people to vote for them or their ideas. Directory Advertising- e.g. yellow pages, trade directories etc which people refer to find out how to buy a product or service

Direct Response Advertising

tries to stimulate the sale directly. The consumer may be delivered the product directly but is successful if internet is the medium of advertising.

Business to business advertising includes

only the messages directed to the retailers, dealers, wholesalers etc generally placed in professional magazines etc.

Institutional advertising also

called as corporate advertising Focus on establishing the corporate identity and winning the public over to the organization's point of view.

Interactive advertising

Delivered to customers who have an access to internet web pages may be used, e mails can be done to deliver the messages

The Communication Process

Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an audit of all potential contacts. Effective communication requires knowledge of how communication works.

The Communication Process

Sender
Feedback Encoding

Message
Media

Response

Decoding

Receiver

Steps in Developing Effective Communications

Step 1. Identifying the Target Audience

Step 2.
Determining the Communication Objectives

Step 3. Designing a Message

Step 4. Choosing Media
Step 5. Selecting the Message Source

Step 6: Collecting Feedback

Steps in Developing Effective Communication

Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives Buyer Readiness Stages

Awareness Knowledge
Liking Preference Conviction Purchase

Developing Effective Communication

Step 1: Identifying the Target Audience

Affects

decisions related to what, how, when, and where message will be said, as well as who will say it

Step 2: Determining Communication Objectives

Six

buyer readiness stages

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Before a customer makes a purchase, he or she first goes through a series of stages called buyer readiness. According to Marc Mancini, these stages are:

Awareness

Before you can sell, you must make contact with those who want to purchase. Ad should attract serious buyers. Once prospective clients know your name, they begin the process of acquiring knowledge about what you can offer. Therefore, your advertising efforts should establish you as an expert perhaps even a specialist in one or more niche areas. We all tend to buy from people or companies we feel positive about. Entertaining ads, for example, will convey warmth and the humanity of your agency. Direct your creative efforts toward making your agency seem joyful, inviting and approachable.

Knowledge

Liking

 Preference Benefits statements are the key to making prospective clients prefer your agency over another. Provide target customers with reasons to do business with you.
Conviction Your advertising should build the customers certainty that youre the agency to call first. Client testimonials, for example, provide just the right reinforcement for the preference youve created. Purchase Once prospective clients have decided to seek you out, expert sales skills are critical to helping them make the right purchase.

Step 3: Designing a Message

AIDA framework guides message design Message content contains appeals or themes designed to produce desired results these are : Rational Appeals: Audiences self interest. Economy (Price), Quality, Value, Features and Benefits of the products Emotional Appeals: attempts to stir up either positive or negative emotions to that can motivate purchase.

Love, pride, joy, humor, fear, guilt, shame E.g. Crack creame.

Moral Appeals: are directed to audiences sense of what is Right and Proper . E.g. For some social cause: clean envt. Etc.

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Advertising Appeals
Profit
Health Love or romance

Product saves, makes, or protects money

Appeals to body-conscious or health seekers Used in selling cosmetics and perfumes

Fear
Admiration Convenience Fun and pleasure Vanity and egotism Environmental Consciousness

Social embarrassment, old age, losing health

Reason for use of celebrity spokespeople Used for fast foods and microwave foods Key to advertising vacations, beer, parks Used for expensive or conspicuous items Centers around environmental protection
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Steps in Developing Effective Communication

Step 3. Designing a Message

Message Content
Rational Appeals Emotional Appeals Moral Appeals

Message Structure
Draw Conclusions Argument Type Argument Order

Message Format
Headline, Copy, Color, Words, & Sounds, Body Language Action

Attention

Interest

Desire

Developing Effective Communication

Step 3: Designing a Message

Message Structure: Key decisions are required with respect to three message structure issues:

Whether or not to draw a conclusion Order of argument presentation

Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.

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Developing Effective Communication

Step 4: Choosing Media

Personal

communication channels

Includes face-to-face, phone, mail, and Internet chat communications Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders

Non

personal communication channels

Includes media, atmosphere, and events

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Developing Effective Communication

Step 5: Selecting the Message Source

Highly

credible sources are more persuasive A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback

Recognition,

recall, and behavioral measures are

assessed May suggest changes in product/promotion

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