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Advertising
A shop wants to attract more customers or clear stocks, so it decides to offer special discounts for a period. It advertises in the daily newspapers to inform the public of its sale. A company brings out a new product which is much more economical than the existing ones in its category. If the company cannot advertise the product, it would never be able to enter the market. Any other form of communication would be long drawn out and uneconomical. The Government wants corporate, businessmen and salaried people to pay taxes. It advertises in newspapers, radio and television to reach the target audience.
to give the company a personality which sets it apart from the others.
at the
Inform people about their policies Promote birth control Educate the masses on health care Prevent panic during natural disasters
Public bodies prefer to use professional advertising agencies because agencies have the creative talent to explain complex issues in a way which makes them interesting, easy to understand and meaningful. Examples: SBI, Bank Of India, LIC etc.
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WEBSTERs Dictionary
What is ADVERTISING?
persuasive product message at the right time, in the right place, to the right person, at the lowest possible cost
Todays Product/Brand Manager
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience The paid aspect of this definition reflects the fact that the space or time for an advertising message must be bought. The non-personal component means that advertising involves mass media (eg. TV, radio, magazines, newspapers) that can transmit a message to large groups of individuals, often at the same time.
The non-personal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient (except in direct response advertising) Therefore before the message is sent, the advertiser must consider how the audience will interpret and respond to the message
Advertising is communication of information and values by an identified sponsor Advertising is the third partner in the relationship between a consumer and a product/service.
Importance of Advertising
There are several reasons why advertising is an important part of the marketers promotional mixes.
Firstly, it is very cost effective method to communicate to a large audience. Secondly, it helps create brand image and symbolic appeal for the brand which is a very important for companies selling product/services that are difficult to differentiate on functional attributes.
Importance of Advertising
Another advantage of advertising is its ability to strike a responsive chord with the consumers when differentiation across other elements of the marketing mix is difficult to achieve. Popular advertising campaigns attract customers attentions and can help generate sales. For example pepsis Oye bubbly, Mera number kab aye ga, Asian Paints Badiaya hai, Alpenleibe -Lage raho, etc
Importance of advertising
The nature and purpose of advertising differs from one industry to another and/or across situations. The targets of an organization's advertising efforts often vary as do the advertising role and function in the marketing program. For eg. One advertiser may seek to generate immediate response or action from customers, another may want to develop awareness or positive image for its products or service over a longer period.
The stages in consumer purchase process Need recognition Information search Evaluation of options
Outlet selections
Purchase Post purchase evaluations
15% Repurchase
Importance of advertising
What advertising does is create awareness, interest, desire and drives the consumer to the shop. For any advertising to be successful, it is essential that the service or product must be superior or meaningfully different; certainly, at the very least, it must be at least satisfactory. If it is a public message, then it must be a credible proposition.
Importance of advertising
Any amount of good creative advertising can never help in selling a brand or a product of inferior quality.
At the most advertising will help in inducing a trial from the consumers, thereafter it is entirely on the quality of the product or brand.
Some dos
Advertising
Advertising
Some donts
Advertising should never over claim any benefit in a product or a brand. Never try to put down or talk down your consumers in manner that will insult them. Try not to compare your brand with a competitor and try not to show your competitor in bad light.
Some donts
Advertising
In case you do any comparison with your competitor or show your competitor it should be done in a intelligent and tactful manner that such that it is memorable and not in bad taste.
Creating good advertising is to build the most meaningful relationship between the Brand and its customers.
For creating meaningful advertising one must know Why do people buy?
People buy a brand because they have a relationship with it. I will buy a Hawkins Pressure Cooker because I can trust Hawkins.
Types of benefits
a) Objective benefits
b) Subjective benefits
c) Values-oriented benefits
Objective benefits
These are tangible, physical and measurable These are in the product They are what you get by using it
Example - Hawkins pressure cooker cooks quickest with least trouble and greatest safety
Subjective benefits
These are in the consumers mind These are perceptions. These are what the consumer believes she will get as a result of the objective benefit.
Example - Cooking with Hawkins will make me feel that I am fulfilling my role as a wife better
These appeal to the consumers deepest concerns, their basic drives as individual human beings. There are only a few of them - power, security, social acceptance, status, greed, sex, survival - and they are very powerful. Example - Owning the beautiful Toyota Corolla car makes me feel special, a person clearly of a higher status with a more refined taste
Classification of Advertising
Advertising in the consumer market - National Advertising - Retail/Local Advertising - Brand Advertising - Primary/Secondary demand advertising - Political Advertising - Directory Advertising - Direct-Response Advertising - Public Service Advertising - Interactive Advertising Advertising to Business & Professional markets - Business to Business Advertising - Professional Advertising - Trade Advertising
Innovative solutions that Break through the clutter Beat the competition, Stretch and magnify budgets Different, Innovative Great creative and media that offers full value at prices at least as good, if not better, than the competition.
The most cost-effective and innovative way to successfully reach and communicate with consumers.
Half my advertising budget is wasted. The problem is I dont know which half.
John Wanamaker, Advertising & Retailing Pioneer
T H A N K Y O U !!