Advertising and other
promotional strategies
ADVERTISING
• Any paid form of non personal
communication that is transmitted to
consumer through such mass media
as television, radio, news paper,
magazine, direct mail, and out door
displays.
Types of Advertising
• Advertisement is used to promote
goods, services, images, issues,
ideas and people.
• It can be classified in to two
categories.
Institutional advertising: promote
organizational images, ideas, and
political issues.
Product advertising: promote goods
and services.
Advertising objectives
• Many specific communication and sales objectives
can be assigned to advertising.
• Advertisers should consider what the firm hopes
to accomplish with the campaign. To develop a
campaign with direction and purpose, they must
define their advertising objectives.
• . Because advertising objectives guide campaign
development, advertisers should define them
carefully to ensure that the campaign will
accomplish what they desire.
• Advertising objectives should be stated in clear,
precise, and measurable terms.
• a) Precision and measurability allow advertisers to
evaluate advertising success at the campaign’s
end in terms of whether or not the objectives have
been met.
• Informative or Pioneer
advertising:inform person about
what a product is, what it does, how
it can be used, where it can be
purchased.
• Use in introductory stage of PLC
• Persuasive or Competitive
advertising:point out a brand’s uses,
features and advantages that
benefits consumer
• Comparative advertising: which compare
two or more specifically identified brands
in the same general product class;
• Defensive advertising: when marketers
advertise to offsets or lesson the effects
of a competitor’s promotional program,
• Reminder advertising: to remind
consumer that an established brand is still
around and that it has certain uses,
characteristics and benefits.
• Reinforcement advertising:tries to assure
current user that they have made the right
choice and tell them how to get the most
satisfaction from the product.
Deciding on the
Advertising Budget
• How does a company know if it will
be spending the right
amount?spending too little will be
negligible and spend too much may
create problem .there are five
specific factors to consider when
setting the advertising budget.
• Stage in the PLC:new product
typically receive large advertisement
budget to build awareness
• Established brand needs lower
advertisement.
• Market share and consumer base:
• High market share brand usually
required less advertisement.to build
share by increasing market size
required larger advisement
expenditure.
• competition: large number of
competitors , brand need to advertise
heavily
• Advertising frequency:the number of
repetition needed to put across the
brand’s message to consumer has an
important impact on the advertising
budget.
• Product substitutability: brand in a
commodity class (cigarette , beer ,
soft drink required heavy advertising
to established a different image.
Message Decisions
Message
Generation
Message Evaluation
&
Selection
Message Execution
Choosing advertising
message
• Advertising campaigns vary in
creativity.
• Advertising go through four steps to
develop a creative strategy :
Message generation:the product
“benefit “ message should be
decided as part of developing the
product concept. Creative people use
several methods to generate
possible advertising appeals.
• Creative people proceed inductively
by talking to consumer, dealer,
expert and by competitors.
• Some creative people use deductive
frame work for generating
advertising messages.
• How many alternative ad should be
created?
• The more ads are created the higher
the probability of finding an excellent
one.
• Message evaluation and selection: a
good ad focus on one core selling
proposition.message can be rated
on desirability, exclusiveness and
believability.
• The advertiser should conduct
market research to determine which
appeal work best with its target
audience.
• Message execution:the message’s impact
depend not only upon what is said but
also on how is said.some ads aim for
rational positioning benefit design to
appeal to the rational mind.
• Example: “gets clothes cleaner”
•
“brings relief faster”
• Some ads aim for emotional positioning
japans ads are more appealing to the
emotions.
• Example:Nissan: showed not the car but
beautiful scenes from nature aimed at
producing emotional association.
• Creative people must find a cohesive
style, tone, words and format for
executing the message.
• Style: any message can be presented
by number of styles.life style,
fantasy, mood, images, personality
technical expertise.
• Words: the communicator must
choose appropriate words for the
ads.example:the--• Memorable and attention getting
words must be found. Akhir log
hamara charah he tu dekhatay hain.
Copy
headline
subhead
body copy
slogan
• Theme
• 7-up is not a cola
• let us drive you in
our bus instead of
creative copy
“the un –cola”
“take the bus
and leave driving to us”
Driving your car.
Format element such as size, color,
and illustration will effect the ad
impact as well as on its cost.
Large size ads gain more attention.
• Picture , headline and copy are also
very important .the reader first notice
the picture and it must be strong
enough to draw attention.headline
also propel the person to read and
copy itself must be well composed.
• In particular, the frequent use of the
“it”as
• “coke is it”
• Just do it”
Social responsibility view
• Advertising does not over step social
and legal norms.
• Companies must avoid false and ads
and demonstration.
Media Decisions
Step 1. Decide on Reach, Frequency,
and Impact
Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers,
Nature of the Product, Types of Message, Cost
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Deciding on the Media &
Measuring Effectiveness
• Deciding on reach, frequency and impact
– Media selection (finding the most cost-effective
media to deliver desired number & type of exposures to
the target audience)
The effect of exposure on audience awareness depends on
– Reach (number of different persons or
households exposed to a particular media schedule
at least once during a specified time period)
R
– Frequency (number of times within the
specified time period that an average person or
household is exposed to the message)
F
– Impact (Qualitative value of an exposure through
a given medium) I
• The relation between reach, frequency and impact is
captured in two concepts
– Total number of exposures (E)
•E=R*F, this measure is refereed as Gross Rating
Point GRP
– Weighted number of exposures (WE)
•WE=R*F*I
Choosing among major
media types
One of the most important decisions when
developing an advertising strategy.
The media selected must be capable of
accomplishing the communications
objectives of informing, persuading, and
reminding potential customers of the
product or idea being advertised.
Research identifies the ad’s target market
t determine its size and characteristics.
Media Types – Advantages &
Disadvantages
Newspapers
Magazines
Radio
Television
Major Types
of
Advertising
Media
Outdoor
Internet
Alternative Media
Newspapers 19%
Disadvantages
Advantages
• Short lead times
•
• flexibility,
• community prestige,
and
• intensive coverage for
ads.high believability.
•
•
•
•
Short lifespan
Low pass-along rate
Color capabilities
Selectivity of narrow
markets
Magazines 5%
Advantages
• Image reproduction
• Long life
• High geographic and
demographic selectivity
• High quality
reproduction
Disadvantages
• Waste circulation
Radio 8%
Advantages
• variety of stations
allows advertisers to
easily target
audiences and to
tailor their messages
to those listeners
• . low cost,
• flexibility,
• mobility
Disadvantages
• No visual treatment
• Short life span
• Highly fragmented
audience
Television 25%
Disadvantages
Advantages
• Mass coverage
• Low cost per
customer
• Demographic
selectivity
• High color
capabilities
•
•
•
•
High execution cost
Skepticism
Technology
Clutter
Media Selection Considerations
Target audience
media habits
Choice among
media categories
product
message
cost
Selecting Media Vehicles
• Audience size has several possible
measures
– Circulation (number of physical units
carrying the advertising)
– Audience (number of people exposed to
the vehicle)
– Effective audience (number of people
with target audience characteristics)
– Effective ad-exposed audience
(number of people with target audience
characteristics who actually saw the
ad)