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Management
Teacher:
Humbal Tariq
Recommended Books
Awareness-Attitude-Behavior
Approach
1. NCU New Category Users
2. BL Brand Loyal
3. FBS Favorable Brand Switchers
4. OBS Other Brand Switchers
5. OBL Other Brand Loyals
1. Target Audience Selection
1. NCUs New Category Users
Sales Potential Depends on
May cost Awareness
a lot to make them aware
2. BLs Brand Loyals
Awareness
Sales Maximum
Easy Target
Attitude should be
changed to Highly
Favorable.
Offer Deals /
Promotions /
1. Target Audience Selection
4. OBS Other Brand Switchers
Awareness Zero / Unaware or Low
Attitude
Neutral or Negative
Unaffordable
Price too high
Age
2. Demographic Gender
Occupation
3. Psychographic Lifestyle
Personality
General Attitudes
1. Target Audience Selection
Target Audience
Commonly BLs in
most campaigns.
Reinforcement
1. Target Audience Selection
Advertising Leverage
Sales Leverage
# buyers x Incremental Sales / buyer
Cost of Campaign
Profit Leverage
# buyers x Incremental Profit / buyer
Cost of Campaign
How Does Advertisement
Work?
Marketing Managers Planning Stages
1. Target Audience Selection
2. Communication Objectives
3. Positioning
4. Creative Strategy
5. Media Strategy
6. Campaign Tracking & Evaluation
2. Communication
Objectives
2.1 Category Need
2.2 Brand Awareness
2.3 Brand Attitude
2.4 Brand Purchase Intention
2.5 Purchase Facilitation
Effective Techniques
Recognition Show Close-ups of Brand
Logo
Recall Brand Name Repetition (Jingle)
Buyer takes 9.4 seconds from
sighting the category to putting the
chosen brand in the cart.
2. Communication
Objectives
2.2 Brand Awareness
Effective Medium
Recognition TV / Magazine
Recall TV / Radio
2. Communication
Objectives
2.3 Brand Attitude
Perceived ability of brand..
Universal Communication Objective
(compulsory)
2. Communication
Objectives
2.3 Brand Attitude
Examples:
Mana lo food ka love with 7UP
Food = Category Need (Link)
7UP = Brand Awareness (Recall)
Love = Brand Attitude
2. Communication
Objectives
2.3 Brand Attitude
Examples:
Soneya CocaCola Pilaa dey..
Pilaa = Category Need (Link)
CocaCola = Brand Awareness (Recall)
Soneya / Zalima = Brand Attitude
2. Communication
Objectives
2.3 Brand Attitude
Examples:
Cheeta bhi peeta hai..
Peeta = Category Need (Link)
??? = Brand Awareness (Recall)
Cheeta = Brand Attitude
2. Communication
Objectives
2.3 Brand Attitude
Components
2.3.1 Super belief
2.3.2 Benefits
2.3.3 Emotions
2. Communication
Objectives
2.3.1 Super Belief
A belief that the product solves one
of the following:
Negatively Positively Originated
Originated Motives Motives
(Informational) (Transformational)
1.Problem Removal 5.Sensory
2.Problem Avoidance Gratification
3.Incomplete 6.Intellectual
Satisfaction Stimulation
4.Normal Depletion 7.Social Approval
2. Communication
Objectives
2.3.2 Benefits
Multi-Attribute Model
Brand Attitude = ( Attributes x
Importance)
2.3.3 Emotions
Not linked to Specific Benefits
BAtt = ( Attributes x Importance) +
Emotions
2. Communication
Objectives
2.4 Brand Purchase Intention
Self-instruction Ill buy that..
Ad.-instruction Buy it now..
Optional Objective (depending on):
Low Involvement Product (Low Risk)
High Involvement Product (High Risk)
2. Communication
Objectives
2.4 Brand Purchase Intention
Low Involvement Product (Low Risk)
Explicit Purchase Intention Damages
Appeal
Positive B.Attitude Implicit Purchase
Intention
High Involvement Product (High Risk)
Positive B.Attitude Not Enough for
Internal P.I.
Generate Brand Purchase Intention
2. Communication
Objectives
2.5 Purchase Facilitation
Addresses Perceived Problems with
4Ps (Marketing Mix)
Product
Price
Promotion
Place
Include Objective IF Problem is
Perceived
How Does Advertisement
Work?
Marketing Managers Planning Stages
1. Target Audience Selection
2. Communication Objectives
3. Positioning
4. Creative Strategy
5. Media Strategy
6. Campaign Tracking & Evaluation
Positioning
Creative Strategy
Media Strategy
Campaign Tracking &
Evaluation