Advertising & Public Relations
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Marks Allocation
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Written Test :
Individual Assignment:
Attendance
Final Presentation
Group Assignment
50 marks
10 marks
10marks
20 marks
10 marks.
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Assignments.
Individual Assignment
• Choose any Advertisement / campaign
• Highlight Target Audience
• Highlight Communication strategy
• Highlight USP Of the Ad.
• Highlight Ambience of the Ad
• Highlight Story Board of the Ad.
• Highlight Media effectiveness.
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Group Assignments.
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Chewing gum
Door Locks
Shaving razor
Electric Bulb /
Helmet
Tyre
Telephone
Sun glasses
Car perfume
Tooth brush.
• Construct an Ad. Campaign
9 groups
6 per group
Students are expected to
• Do a Role play
• Convey Salient features of
the product --- usp
• Convey Points to consider
before the campaign.
• Construct an Ad campaign.
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FINAL PROJECTS
• Surrogate Advertising
• Promotion Plan & Advertising strategy for
Product launch
• IMC and Expand on a case study
• Evaluation of Advertising effectiveness
• Promotion Plan and Advertising Strategy for
Small / Medium enterprise. ( 2segment
minimum)
• PR exercise for a PHARMA ethical product to a
OTC product in the future.
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What is Advertising
• Advertising is a psychological process of
drawing attention, creating interest,
arousing desire so as to lead the consumer /
customer to the action of buying / intention
of buying.
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Salient Features
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Source of Information
Identified Sponsor
Paid Form of Promotion
Different Forms
Non Personal
Persuasion
Target Audience
Integral part of Marketing.
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PROMOTION
ADVERTISIN
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PUBLIC
PUBLICITY
RELATIONS
SALES
Personal Selling
PROMOTION
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TOOL OF COMMUNICATION.
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ADVERTISNG / PUBLICITY
• Paid Form of Promotion
• Not always paid form
• Always Positive Result
• May be negative result
• Planned effort to initiate
or maintain relation between
product / brand
customer / consumer.
• Planned Effort to initiate &
maintain relation between
organization & environment
• Marketer has more control over
advertising
• Marketers has lesser control
over publicity.
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Advertising / Personal Selling
• Communication with
many customer /
consumer in one shot
• Non personal form of
promotion
• Use of mass media to
appeal to target audience
• Used for products with
mass consumer base
• HP printers.
• Communication on a
one on one basis
• Extreme personal form
of promotion
• Used for products made
to fit for a particular
need ( Machine / soft
ware )
• HP plotters
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Advertising / Sales Promotion
• In the present no extra
• Immediate extra benefit
benefit apart from
to consumer by way of
communicating the
free gifts or discounts.
message & giving
• Non recurring in nature
information to consumer • Short term approach and
• Advertising is recurring
immediate response in
• Long Term Approach
terms of a sale
waiting for benefits
occur.
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Advertising / Public Relations.
• Object is to persuade in
order to sell
• Promotes relationship with
brand / product
through consumption
• Aimed at distributors &
consumers / customers
• Used only for Promotion
• Object is to inform / educate
• Promotes relationship
through human element
• Aimed at every link in the
chain right from the
employees / production unit
/ suppliers / distributors /
customers & share holders
• Used for creating mutual
understanding ( take care of
faulty product / bad logistics
/ depressed share value.
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Types of Advertising
• Geographical spread
national / local / global
• Target Group
Consumer Advertising
Industrial Advertising
Trade Advertising
Professional Advertising
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Economic Aspects
Particulars
Units
Produced
Advtg.
Expenditure
Cost of
Production
( rent, wages ,
material )
Per UNIT
Before
After
1000
2000
nil
200
1000
1200
Rs. 1/-
Rs. 0.70
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Impact on Distribution costs
particulars
before
After
Units distributed
1000
2000
Advertising
Expenditure
Personal selling
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200
500
700
Distribution Cost
200
300
Per unit cost
0.70
0.60
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Social Aspect
1)
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4)
Impulse Purchase
Materialistic Demmand
Life Style Change
Employment Generation ( Direct / Indirect)
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Cultural Aspect
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Culture is dominant
Play Local ( Humara Bajaj )
Apply change ( levis , Kama sutra )
Walk the line.
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Professional Ethics
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No Miscommunication
Display of Facts only
Indecency / Obscene
Honur the culture /moral values
Key Opinion leaders must be kept in check and
not be allowed to violate the norms.
• Should not hurt religious sentiments
• All other conditions set by ASCI.
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Segmentation
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Part of a market
Target Audience
Socio Economic Segmentation ( credit card)
Psychographic ( Life style & personality traits )
Geographic Segmentation
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Buying decision process
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Need recognition
Information Search
Alternative Search
Purchase
Post Purchase Evaluation
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Factors Affecting Consumer
Behaviour
• Individual Factors
• Psychological Factors
• Social Factors
perception
motivation
attitudes
life style
culture
religion
social class
family
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Waste in Advertising
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Poor Planning
Wrong Targeting
Poor Contents
Wrong Media Selection
Wrong Placement
Wrong Scheduling
Excessive Advertising
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Advertising Budget
• Sets limit on minimum & maximum of advtg
expense for the year
• Keeps expenditure within set parameters
• Prudent use of advtg money over different
media
• Facilitates approval of top management
• Helps in evaluation of effectiveness of
advertising
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Budgeting Methods
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Affordability method
Percentage of sales method
Competitive method
Objective & task method
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SESSION 3 – Assignment
Construct an Ad. Campaign
Students are expected to Do a Role play.
Convey Salient features of the product --- usp
Convey Points to consider before the campaign.
Construct an Ad campaign
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Helmet
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Chewing gum
Door Locks
Shaving razor
Electric Bulb
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Account Software
Telephone
Sun glasses
Car perfume
Tooth brush.
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Media Budgets
• Objective of all advertising is to inform the
target audience & market in general about the
right product and service or idea at the right
time through right medium.
• Success of any campaign will actually depend
upon the selection of the media.
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Media Strategy
1. Media plan : the objective of setting a media plan is
to set up a fund flow towards achieving marketing
objectives.
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Research has to be conducted in order to choose the
right media in terms of advertising space and time.
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There has to be an exercise for the development of the
content.
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• Q1 ) which all media is available ?
• Q2) Out of the media selected which is the media
vehicle most suited ?
• Q3) What would be the correct media mix?
• Q4) What would be the most effective media schedule
for release of ads.
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Steps in Media Plan
• Target market study.
• Deciding the ad. Message.
• Matching the Media & Target Group.
• Media Selection
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Media Vehicle
Selecting the right media vehicle will depend upon
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Objectives of campaign
Reach of the media
Reach / Frequency of the vehicle
Cost of selected right media
Nature of message
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Different Media
1) Print Media --- News Paper / Magzines
/ Direct Mail , brochure.
2) Electronic Media --- Tv , Radio .
3) Outdoor Media --- posters , hoardings ,
neon, Sky advertising
4) Transit / Vehicular Media --- train / bus / taxi
5) P-O-P --- banners , hangings , danglers
6) Internet.
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Requirements of a Print Ad.
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Lay out
Colour scheme
Headline
Illustration
Short Appeal
Long copy
Photographs
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Requirements of a Television Ad.
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Story Board
Illustration
Art direction
Music
Star Cast / models
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Features of Tv. Ad.
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Significance of video
Arresting attention
Focus
Presenters ( celebrity endorser )
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Techniques of Commercial
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Testimonials ---- Harpic /
Demonstration ---- Mr. Muscle
Animation
Slice of life --- Eno
Comparative Advertising ( pepsi / coke )
Sex & Humor.
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Features of Radio Medium
• Jingle
• Focus
• Complementary
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Features of Outdoor Media
• 1) Posters , billboards ,neons, Sky balloons
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Have to be consispicous
Needs to attract attention
Use short copy
No crowding
Good frequency
Large illustrations
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Internet as a medium
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PR. Its. Meaning & Importance.
• Full form of PR. ------Public Relations
• Advertising creates intent to purchase and
generate sale , Function of PR. is to educate.
• PR. Is a quality of strong and good relationship.
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• Discover the current image of the company.
• Situations in which PR is Important
1) Prejudice eg. Hindu/ muslim vendors , chinese prod.
2) Ignorance
eg.worli sea ink – koli fishing community
3) Hostiltity eg.Vibgyor school v/s parents
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• PR. Plays an active role in building :
1)Image : corporate or self
2) Identitiy
Good Image has to be built and can not be
purchased like a new shirt or suit.
Some images come about by accident
some images come about by experience
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Check List for Good IMAGE.
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How good is the after market ?
Creditable Advertising
Industrial Relations
Trade relations
Packaging Almn foil carton with perforation for cutting to size
Premises
How does the stock market treat you?
How you deal with correspondence? Nestle every day whitener
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Corporate identity
• Is different from image.
• Consistent and focused approach for establishing an
identity.
• It is time consuming and expensive to design a
corporate identity scheme and then consistently
implement it in all physical representation…
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Common approaches to establish
identity.
1) Logo Type – Cadburrys , Ford , Bata
2) Colour --- Kodak Film box
Fuji Film Box
3) Charecterisation --- prancing horse
lion head
charging bull
4) Slogan --- BMW: ultimate driving machine
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PR.& Marketing
• Company Name / Brand Name.. ( Axis , Canara)
• Packaging ( Recognition / Retail display )
• Pricing ( 99 syndrome )
• Advertising ( hertz , porche , volks wagon )
• Sales Promotion ( Long term , Short term)
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PR. Customer Relation
• After Sales Service
• Maintaining Customer Interest ( Scorpio , Minawala Jewellers ,
Satguru Art Gallery, Tata Indigo Events , )
• Loyalty Programmes / memberships / Brochure
• Translations / culture research / Trade
commission.
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Pr & Crisis
• Identify Potential risks
• Supplement H. R. Practise
• Lateral & Vertical Communication
• Product Recall.
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Advertising Campaigns.
• What is an advertising campaign?
• A campaign is an organized series of advertising
messages with identical or similar messages over
a particular period of time.
• An advertising campaign is part of the
advertising plan which is formed based on
results of research leading to right segmentation
, positioning , targeting .
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• Why to advertise in a campaign?
• How long should be the campaign?
• Basis of the campaign?
* Geographical
* Competition
* Budget
* Test
* Vehicle ( Print , television , direct mail, ooh )
*** CONCENTRTION , DOMINATION
REPETITION
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Consideration while making a Campaign.
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Identify the Problem
The Budget
Pre testing
Target Audience
Media Selection
The language
The Visual & The Copy
Timing and Duration
Post Testing
Effects on sales
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• Buying Motives
• Maslows Theory
Psychological Needs( coper T, Polio , thermal ware)
Safety Needs ( Bajaj Allianz , Saffola)
Esteem Needs ( Digjam , Onida , Tanishq)
Self Actualization Needs. ( Nakshatra )
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Buying Motives
• Unconscious Motivation : edible oils
• Power Motive ( Black berrys )
• Competence Motives ( Laptops , Internet )
• Affiliation motive ( Alcohol , Cigarettes )
• Novelty ( mosquito repellents )
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Advertising Appeals
• Rational Appeals :
a) high quality
b) low price
c) Long Life
d) Performance
e) Economy in Operation
f) Ease in operation
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• Emotional Appeal :
• Negative appeals : tooth paste --- decay , bad
breath
• Positive Appeals: joy, thrill, humor,
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