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Advertising Procedure

Advertising Procedure. PowerPoint by Jahanzaib Yousaf. Nature of Advertising. Chapter # 1. Advertising is Communication. The AIDA Model A ttention I nterest D esire A ction. Advertising is about CREATIVITY. Advertising Vs Publicity.

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Advertising Procedure

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  1. Advertising Procedure PowerPoint by Jahanzaib Yousaf

  2. Nature of Advertising Chapter # 1

  3. Advertising is Communication The AIDA Model Attention Interest Desire Action

  4. Advertising is about CREATIVITY

  5. Advertising Vs Publicity • Difference between Advertising & Publicity is based on three C • COST • CONTROL • CREDIBILITY

  6. Promotional Mix • Advertising • Publicity • Personal selling • Sales Promotion • Public Relations • Direct Marketing

  7. Integrated Marketing Communications (IMC)

  8. The joint planning, coordination and execution of all elements of Marketing communications to achieve marketing objectives of the firm. • A combination of tools such as advertising, sales promotion, public relations, and personal selling and direct marketing efforts are used to provide clarity, consistency, and maximum communications impact.

  9. The logic of Advertising • “Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow.” (Bruce Barton)

  10. The logic of Advertising Advertising gives us “The Right to Choose”

  11. Advertising • A paid for, formal, non-personal, persuasive message (communication) by an identified sponsor and through an identified media, designed for a specific audience to inform or to influence to act in the desired manner.

  12. Advertising Basics • Paid Form • Non-Personal • Identified Sponsor • Identified Media • Information • Persuasion • Multiple Forms of message • Target Audience • Wide scope • Creativity

  13. THE FOUR PLAYERS OF ADVERTISING • THE ADVERTISER (sponsor) • THE ADVERTISING AGENCY • THE MEDIA • THE VENDORS

  14. Media Hierarchy • Media Class: • Electronic • Print • Out of home • Media Type: (Print) • Newspaper • Magazine • Directories • Media Category: (Magazine) • Business Magazine • Sports magazine • Fashion magazine • Entertainment magazine • Media Vehicle: (Business magazine) • Economist • Asia news week • Times • Heralds

  15. ADVERTISING OBJECTIVES • To announce a new product or service. • To expand current offerings to new users. • To announce modifications in product, such as new features, flankers or package changes. • To announce price changes. • To make special offers, such as gifts, premiums, coupons, contests or specialties etc. • To invite enquiries. • To support direct sales, such as mail order selling.

  16. ADVERTISING OBJECTIVES • To obtain dealers or distributors • To announce location of dealers. • To motivate channel members/dealers • To test consumer response or effectiveness of media. • To educate consumers. • To increase or maintain sales/market share. • To counter-act competition. • To regain lost customers. • To support and motivate Sales force. • To recruit staff. • To attract investors. • To export. • To announce trading results.

  17. Creative Exercise • Each team has to conceive and develop a story line for a public service Message for the de-marketing of the use of plastic shopping bags and to urge the general public to minimize the use of plastic Bags. • Also develop a punch line for your message.

  18. IMPORTANCE & ROLES OF ADVERTISING • What advertising does for consumers • What advertising does for business • What advertising does for society

  19. WHAT ADV. DOES FOR CONSUMERS CONSUMER AWARNESS. ADVERTISING HAS MADE CONSUMER VERY POWERFUL AS WELL AS CAREFUL. HELPS IN BUYING DECISIONS SELECTION OF THE RIGHT PRODUCT TO MATCH ONE’S NEEDS EASILY. SAVES TIME IN BUYING. ENSURES HIGHER QUALITY PRODUCTS AT CHEAPER PRICES.

  20. WHAT ADV.DOES FOR BUSINESS • INCREASED BRAND EQUITY. • INCREASED SALES & PROFITABILITY. • PRODUCT DIFFERENTIATION. • STRONG POSITIONING. • STEADY DEMAND. • QUICK TURNOVER & SMALL INVENTORIES. • LOWER COSTS. • GREATER DEALER INTEREST. • INCREASED CONTROL OVER PRODUCT PRICE. • SUPPORTS PERSONAL SELLING EFFORTS. • OVERALL BUSINESS EXPANSIONS.

  21. WHAT ADV.DOES FOR THE SOCIETY • GENERAL AWARENESS & EDUCATION. • CHANGE IN MOTIVATION & BETTER STANDARDS OF LIVING. • SOCIAL CHANGE. • DEVELOPMENT OF MASS MEDIA. • PROMOTES POSITIVE THEMES. • GAINFUL EMPLOYMENT OPPORTUNITIES. • ENCOURAGEMENT OF ARTISITS.

  22. Creative Exercise # 1Matching Words to Visuals

  23. WHAT MAKES AN AD GREAT • ENGAGE THE MIND OF THE AUDIENCE. • DELIVER AN EFFECTIVE SELLING MESSAGE. • TALK THE TALK. (SIMPLE LANGUAGE) • CREATE AN IMAGE. • USE EFFECTIVE APPEALS. • SOUND COMMUNICATION STRATEGY. • CREATIVITY. • STRONG AND EFFECTIVE EXECUTION OF ADV. CAMPAIGN

  24. THE GOLDEN PRINCIPLES • YOU CAN’T IMPRESS EVERYBODY. (SELECT YOUR AUDIENCE FIRST) • “WHAT IS SAID” IS NOT IMPORTANT “HOW IT IS SAID” IS WHAT REALLY MATTERS. • OFFER A CLEAR DIFERENTIATION.

  25. PUBLIC TRUST IS CRITICAL. • THINK GLOBALLY, ACT LOCALLY. • PROMISE A STRONG BENEFIT. • USE DIFFERENT ADS TO INFORM & PERSUE. • USE INTEGRATED COMMUNICATION PROGRAMS

  26. Classification of Advertising • Business to Business Advertising(B2B) • Business to consumer Advertising(B2C) • Non-product Advertising

  27. B2B Advertising • Trade Advertising • Industrial Advertising • Professional Advertising • Corporate (Institutional) Advertising

  28. Business-to-Business Advertising

  29. B2C Advertising • National Advertising • Retail (Local) Advertising • End-product (Primary demand) Advertising • Direct-response Advertising

  30. Non-product Advertising • Idea Advertising • Service Advertising • Public service Advertising • Specialty Advertising

  31. Idea Advertising

  32. Contemporary Advertising • Transit Advertising • Shelter Advertising • POP Displays • Internet Advertising • Product Packages • Adverts through Utility Bills & Invoices • BTL (Below the line) Adv.

  33. The Advertising Department • The department within an organization which is responsible for advertising its products or services. Also called in-house creative department. • It may be a part of the Marketing department or a separate independent department. • Unilever Pakistan runs its own in-house creative deptt. Responsible for planning and coordinating advertising efforts for its brands, such as LUX or Sunsilk.

  34. The Advertising Department (cont’d) • Centralized advertising departments are used by many multi-national firm operating in many different countries, where advertising services are managed from corporate head quarters. E.g. Pepsi cola International(PCI) • Many companies use decentralized advertising departments where each division or region performs it own advertising function. E.g. LG and P&G

  35. Group Exercise # 1 • Keeping in mind various forms of advertising, a group of 4 students are expected to identify which form is most suitable for which type of product or service.

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