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Best advertising is
done by
Satisfied customers
What is it?

Advertising is any Paid form of non


personal presentation & promotion of
ideas, goods /services by an
identified sponsor
advertising

message
Generation
Money Selection
Execution
mission Stage in plc Social Resp. measurement
Market Share review
Sales goal Competition Communication Impact
Advertising obj. Advertising frq.
Product medi Sales impact
Substitutability
aRFI
Types
Vehicles
Timing
Geographical
Allocation
Advertising Objectives

INFORMATIVE

PERSUASIVE

REMINDER

Reinforcement
Advertising Objectives

Advertising objective is a specific communications


task and achievement level to be accomplished
with a specific audience in a specific period of time
Advertising Objectives

Informative Advertising

Aims to create brand awareness and


Knowledge of new products or new
Features of existing features
Advertising Objectives

Persuasive Advertising

Aims to create liking, preference, conviction


and purchase of a product or service
Advertising Objectives

Reminder Advertising

Aims to stimulate repeat purchase of


Products and services-
Advertising Objectives

•Reinforcement Advertising

Aims to convince current purchasers that


they have made the right choice- cars
Advertising

Price Factors Influencing Sales

Distribution

Packing

Competition sal es
Consumers

Product

Services
UNAWARE

AWARE Hierarchy of
of effect model

COMPREHENSION
AND IMAGE

ATTITUDE

ACTION
Advertising Budget
Factors affecting advertising budget

1 Stages in Product Life Cycle


2 Market Share and Consumer Base
3 Competition & Clutter
4 Advertising Frequency
5 Product Substitutability
Advertising Message

GENERATION

EVALUATION & SELECTION

EXECUTION

SOCIAL RESP.REVIEW
Advertising Message

•GENERATION & EVALUATION

•Core selling propositions


•Add appeal
•Creative brief
•Positioning statement
Advertising Message

•EXECUTION

•Television Ads
•Print Ads
•Radio Ads
•Films Ads
Advertising Message

•SOCIAL RESP.REVIEW

•Alcoholic Beverages
•Cigarettes
•Surrogate advertising
•Pharmaceutical products
•Magical Cure
Desirability

Last year more than 3 lakh


people did not reach home-NIA

COOL GREY CLASSICS……


.Raymonds
EXCLUSIVENESS

NOW JUST DO IT……….NIKE

IT IS DIFFERENT……..MAGGIE
BELIEVABILITY

BAJAJ KB125 HAS SHAKEN EVERYBODY….BAJAJ

DISCOUNT UP TO 50% ……..general


Headlines--- 6 basics

• News ..3 lakh Indians died in road accidents… NIA

• Ques.. who says you cant please everyone….. godrej

• Narrative .Dove is mild and there is


scientific paper to prove it.. Dove
• Command.. Don’t spoil your engines… Castrol

• 1.2.3.ways to save your income tax.. Post Office

• How.what..why they cant stop buying… discount ad


Media
Media

Selection

Reach

Frequency

Impact
Media

Media Selection

Finding the most effective media


to deliver the desired number of
exposures to the target audience
Media

•Media Reach

The number of different persons or households


exposed to a particular media schedule at least
once during a specified time period
Media

•Media Frequency

The number of times within the specified time


Period that an average person or household
is exposed to the message
Media

Media Impact

The qualitative value of an exposure through


a given medium
Media

Total Number of Exposures (E)

This is the reach times the average frequency


E= Rx E
Media

Weighted number of Exposures

This is the reach times average frequency times


Average impact

WE= Rx F x I
Choosing among Major Media Types

Target Audience media Habits

Product Characteristics

Message Characteristics

Cost
Alternative Advertising Options

Place Advertising
Bill Boards
Public Spaces
•Product Placement
•Point Of Purchase
Selecting Specific Media Vehicles

Circulation

Audience Effective Audience

Effective ad Exposed
Audience
Evaluating Advertising Effectiveness

Communication Effect Research

Sales Effect Research


Evaluating Advertising Effectiveness

Communication Effect Research

Called copy testing seeks to determine whether the ad is communicating


effectively. This may be done before ad is put into media and after it is
printed or broadcast.
Evaluating Advertising Effectiveness

Communication Effect Research

3 methods of pre testing


Consumer feedback Method
Portfolio Test
Laboratory Test
Evaluating Advertising Effectiveness

Consumer feedback Method

Questions like this are asked to consumers

1 What is the main message you got from the ad?


2 What do you think they want you to know, believe or do?
3 How likely is it that this ad will influence you to undertake the action ?
4 What works well in the ad and what works poorly?
5 How does the ad make you feel?
6 Where is the best place to reach you with this message?
Evaluating Advertising Effectiveness

Portfolio Test
Ask consumers to view or listen to the portfolio of advertisement
Consumers are then asked to recall all the ads and contents,
Understandability, message…….
Evaluating Advertising Effectiveness

Laboratory Tests

After the ad equipments are used to measure

Heartbeat
Blood Pressure
Pupil dilation
Galvanic skin response
perspiration
Evaluating Advertising Effectiveness

•Sales Effect Research

Studying share of advertising expenditure produce


Share of voice that earns share of consumers minds
and hearts and ultimately share of market
SALES AFFECT

1 2 3 4
3/2
Products Ad exp. Share of Share of Ad effect.
voice market
A 20,oo,ooo 57% 40% 70%

B 10,oo,ooo 29% 29% 100%

C 5,oo,ooo 14% 31% 220%


Share of Share of Share of Share
expenditure voice Mind & Of
heart Market
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As exciting under the
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swift
Unstoppable-just like
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…………citizen