Advertising & Public Relations

1. Advertising & Public Relations

2. Marks Allocation • Written Test : 50 marks • Individual Assignment: 10 marks • Attendance 10marks • Final Presentation 20 marks • Group Assignment 10 marks.

3. 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.

4. Group Assignments. 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.

5. 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.

6. 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.

7. Salient Features • Source of Information • Identified Sponsor • Paid Form of Promotion • Different Forms • Non Personal • Persuasion • Target Audience • Integral part of Marketing.

9. TOOL OF COMMUNICATION.

10. Paid Form of Promotion Always Positive Result Planned effort to initiate or maintain relation between product / brand customer / consumer. Marketer has more control over advertising Not always paid form May be negative result Planned Effort to initiate & maintain relation between organization & environment Marketers has lesser control over publicity. ADVERTISNG / PUBLICITY

11. 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 Advertising / Personal Selling

12. In the present no extra benefit apart from communicating the message & giving information to consumer Advertising is recurring Long Term Approach waiting for benefits occur. Immediate extra benefit to consumer by way of free gifts or discounts. Non recurring in nature Short term approach and immediate response in terms of a sale Advertising / Sales Promotion

13. 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. Advertising / Public Relations.

14. Types of Advertising • Geographical spread national / local / global • Target Group Consumer Advertising Industrial Advertising Trade Advertising Professional Advertising

15. Economic Aspects

16. Impact on Distribution costs

17. Social Aspect • Impulse Purchase • Materialistic Demmand • Life Style Change • Employment Generation ( Direct / Indirect)

18. Cultural Aspect • Culture is dominant • Play Local ( Humara Bajaj ) • Apply change ( levis , Kama sutra ) • Walk the line.

19. Professional Ethics • 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.

20. Segmentation • Part of a market • Target Audience • Socio Economic Segmentation ( credit card) • Psychographic ( Life style & personality traits ) • Geographic Segmentation

21. Buying decision process • Need recognition • Information Search • Alternative Search • Purchase • Post Purchase Evaluation

22. Factors Affecting Consumer Behaviour • Individual Factors • Psychological Factors perception motivation attitudes life style • Social Factors culture religion social class family

23. Waste in Advertising • Poor Planning • Wrong Targeting • Poor Contents • Wrong Media Selection • Wrong Placement • Wrong Scheduling • Excessive Advertising

24. 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

25. Budgeting Methods • Affordability method • Percentage of sales method • Competitive method • Objective & task method

27. Helmet Chewing gum Door Locks Shaving razor Electric Bulb Account Software Telephone Sun glasses Car perfume Tooth brush. SESSION 3 – AssignmentConstruct an Ad. Campaign Students are expected to Do a Role play.Convey Salient features of the product --- uspConvey Points to consider before the campaign.Construct an Ad campaign.

28. 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.

29. Media Strategy • Media plan : the objective of setting a media plan is to set up a fund flow towards achieving marketing objectives. • Research has to be conducted in order to choose the right media in terms of advertising space and time. • There has to be an exercise for the development of the content.

30. 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.

31. Steps in Media Plan • Target market study. • Deciding the ad. Message. • Matching the Media & Target Group. • Media Selection

32. Media Vehicle Selecting the right media vehicle will depend upon • Objectives of campaign • Reach of the media • Reach / Frequency of the vehicle • Cost of selected right media • Nature of message

33. Different Media • Print Media --- News Paper / Magzines / Direct Mail , brochure. • Electronic Media --- Tv , Radio . • Outdoor Media --- posters , hoardings , neon, Sky advertising • Transit / Vehicular Media --- train / bus / taxi • P-O-P --- banners , hangings , danglers • Internet.

34. Requirements of a Print Ad. • Lay out • Colour scheme • Headline • Illustration • Short Appeal • Long copy • Photographs

35. Requirements of a Television Ad. • Story Board • Illustration • Art direction • Music • Star Cast / models

36. Features of Tv. Ad. • Significance of video • Arresting attention • Focus • Presenters ( celebrity endorser )

37. Techniques of Commercial • Testimonials ---- Harpic / • Demonstration ---- Mr. Muscle • Animation • Slice of life --- Eno • Comparative Advertising ( pepsi / coke ) • Sex & Humor.

38. Features of Radio Medium • Jingle • Focus • Complementary

39. Features of Outdoor Media • 1) Posters , billboards ,neons, Sky balloons • Have to be consispicous • Needs to attract attention • Use short copy • No crowding • Good frequency • Large illustrations

40. Internet as a medium

41. 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.

42. 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

43. 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

44. Check List for Good IMAGE. • 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

45. 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…

46. 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

47. 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)

48. 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.

49. Pr & Crisis • Identify Potential risks • Supplement H. R. Practise • Lateral & Vertical Communication • Product Recall.

50. 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 .