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Promotional Planning
1
Receiver/
Comprehension
Can the
receiver
comprehend
the ad?
2
Channel/ntation
Channel/
presentation
Which media
will increase
presentation?
3
Message/
yielding
What type of
message will
create
favorable
attitudes?
4
Source/
attention
Who will be
effective in
getting
consumers’
attention?
The Communication Process:
This process has three main Factor
• Source Factor
Source Credibility
Source Attractiveness
Source Power
• Message Factor
Message Structure
Message Appeal
• Channel factor
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Source attribute
Process
Power
Compliance
Attractiveness
Identification
Credibility
Internalization
Source:
The term source in advertisement account for the person involved in
communicating a message either directly or indirectly.
Direct Source:
It is a spokesperson who delivers a message & demonstrate a product
or services.
Like Sachin in Aviva
Indirect Source:
Here modal doesn’t actually deliver a message but draw attention to
enhance the appearance of ad
Like Ad of PP jewelers, Sachin on Jaypee cement
Mix Source:
Here there is no direct or indirect source. source is organization itself
Like: HCL, Tata group
Source Credibility:
Recipient
see
source
as
knowledgeable,
skillful,
experienced
&
Trustworthy
Consumer make strong trust on source, so
information given by source should be
unbiased, objective & trustworthy
He/she should be honest, ethical, Believable
Like: AB, Sachin,
Following two main factor comes under credibility
Source Credibility
.
Knowledge
.
Source
Skill
Expertise
Trustworthy
Information
Unbiased
Objective
Applying Expertise:
People believe those person easily, having deep expertise
in respected field & on the basis of his opinion, it
become belief. Hence marketer rope this kind of
person
Like Tiger woods on nike ad
Applying Trustworthiness:
While expertise is important but at the same time the
target audience also want the source should be
believable
Like News of Times(yes), News of India TV(No)
Source Characteristics:
It is used by the advertiser frequently. It comprises three factor
Similarity:
Marketer recognize those person whom they feel sense of similarity.
Here the need of communicator is same as the need of consumer.
Like : Tiger woods in Nike
Familiarity:
It refers the knowledge of source & how familiar the source is with this
knowledge
Like: Knowledge of SRK & Aamir Khan in entertainment
Likability:
Here marketer identify the celebrity who has power to stop the
crowed.
Like: AB, Katrina, Sachin, SRK, Amir Khan
Source Attractiveness
.
.
Similarity
Resemblance
between the
source and
recipient of the
message
Familiarity
Knowledge of the
source through
repeated or
prolonged
exposure
Likeability
Affection for the
source resulting
from physical
appearance, beha
vior, or personal
traits
Top Celebrity Endorsers
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Top Male Endorsers
• Tiger Woods
• Michael Jordan
• David Beckham
• Lance Armstrong
Top Female Endorsers
• Maria Sharapova
• Jennifer Lopez
• Jessica Simpson
• Venus/Serena
Williams
• Annika Sorenstram
Popular Celebrities Help Attract Attention to
Commercials
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Factor to be consider before roping Celebrity:
•
•
•
•
Overshadowing the product
Overexposure
Target Audience reach
Risk to Advertiser
Pierce Brosnan and Anna Kournikova
Why use celebrity spokespersons?
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Advertising Risks of Using Celebrities
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The celebrity may overshadow
the product being endorsed
The celebrity may be overexposed,
reducing his or her credibility
The target audience may not be
receptive to celebrity endorsers
The celebrity’s behavior may pose
a risk to the company
Source Power:
A source has power when he/she actually
endorse the thing. According to circumstances
& condition source may get +ve or –ve
response
Like: Sachin loose Britannia contract after early
exit of the world cup cricket.
Source Power
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.
Perceived
control
Perceived
concern
Compliance
Perceived
scrutiny
Source Power
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Energy & Power – The Athlete and the Product
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Yao Ming is a Popular Endorser in China
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Message Factor:
Way of presentation of communication is very
important to determine their effectiveness. It
consists of two parts
• Message Structure
• Message Appeal
Message Structure:
It is very important for marketer how to design
the message structure & present it to
consumer, by the same time marketer has to
overcome the situation also. It has three
factor
Order of presentation:
Conclusion Drawing:
Message Sidedness:
Message Structure
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Recall
Order of Presentation
Beginning
Middle
End
Order of presentation:
When to present the message
Message at beginning & last time make good
impact compare to middle
Like: Reliance network ad
Conclusion Drawing:
•
•
•
•
It is about open end & close end message
Both open & Close end are effective
No conclusion on open end
Strong conclusion in close end
Conclusion Drawing
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.
Like:
Close End question
Advertisement of Airtel, Samsung etc, Close
Open End Question
Advertisement of melody chocolate & Soya milk
.
. Melody itni chocolaty kyon hai, Melody khao
khud jan jao
How did you know you like water before you
try it
Soya Milk
Message Sidedness:
There are two types of message sidedness
One sided Message:
It consists only positive benefits or character of
the product.
Like: all general ad, Rin, Liril, Reliance, Airtel
Two sided message:
• It consists both positive & negative character
of the product
• It is more effective when target audience is
educated
• It enhance the credibility of source
.
. Like:
Buckley’s cough syrup:
its taste awful, but it works
Kimti hi sahi, bachche aur parivar ke liye
samjhouta nahin.
ZANDU: CHAYVANPRASH
Message Sidedness
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Message Appeals:
The choice of appeal is one of the most important &
tedious work for marketer. It is designed
according to logical as well other important
factor. There are following types of appeal
followed by marketers
• Comparative Appeal
• Fear Appeal
• Humor Appeal
• Emotional Appeal
Message Appeal Options
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Comparative
Ads
• Especially useful
for new brands
• Often used for
brands with small
market share
• Used often in
political
advertising
Fear
Appeals
• May stress physical
danger or threats to
health
• May identify
social threats
• Can backfire if level
of threat
is too high
Humor
Appeals
• Can attract and
hold attention
• Often the best
remembered
• Put consumers in a
positive mood
Comparative Appeal:
In this practice the marketer directly or
indirectly use the name of competitors for
comparing the advertisement. In general it
happens for the new brand & Politics.
Like: TVS & Bajaj
Coca Cola & Pepsi
Rin vs Tide
Miller Lite’s Comparative Advertising
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Fear Appeal:
• Emotional response of threats that express some
danger
• Company sometime use fear appeal to provoke
consumer to erase their fear.
• Low level fear attract the customer to take it as
challenge way
• High level of Appeal may prove lethal
Like:
Cigarette advertisement
Advertisement of Mountain Dew
Humor Appeal :
• Strong way to attract the customer
• Presented mostly through TV, Radio
• Sometime in Newspaper
• Advertiser use different kind of character to
attract the customer
• Different voice or shape can be used
Like: Zoo zoos of Vodafone
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Emotional Appeal:
• Best way to attract the people
• Show the scene of Bound
• Mostly target audience are family
Like: Ad of ICICI, BSNL, MasterCard
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Personal
•Flexible
•Powerful
•Real time
Nonpersonal
• No personal
contact
• Geared to a large
audience
• Static
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The Image of a Magazine Can Enhance an Ad
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