Marketing Concepts in ADs

Marketing

A system design to plan, price, prompt, the want satisfying product to the target customer to achieve organization goal Marketing is to find the need of customers and to fill full it and also to achieve the profit of organization

Marketing Mix

Marketing mix is also known as promotion mix. Creating demand for a product or service even idea in order to make sales.

Advertising

Advertisements is a collection of activities by which visual and oral messages are used to pass a message to a particular target group in order to inform and influence them to buy the product or use the service or act in favour towards ideas, persons, trademarks or institutions featured

Advertising

Advertising is a form of communication intended to persuade an audience to purchase or take some action upon products, ideals, or services Advertising always aims at profits as the advertising department generates resources for the company

What advertising intends

Transmit the message of the ad to communicate with the audience Audience must see the ad and pay attention to it Understand and comprehend what the ad conveys Influence purchasing behavior of target audience

Why do we need advertising

To help the customer become aware of the product To attract the potential customer to the point of sale To create demand by presenting a product in a certain way To stimulate repeat purchase of products & services

What the advertiser must know

What type of media will carry it successfully & economically What type of message appeals to the audience Ways and means to capture the attention of the audience How the audience perceive & interrupt it How to change the purchasers behavior in a way to favour the company

Concept development in Advertising

The advertising concept is basically the framework in which the campaign has to be situated. Important points to consider are consumer benefits, the reason why and the tonality. The more an ad includes criteria like catching of interest, relevance, credibility, retentivity, continuity the more it will be successful.

Role Of advertisements

Bring a product or service to tension and attention of potential and current customers Increase sales during slow periods Improve public image of the company Induce the present customers to buy more

7 Ps of Marketing

Product Price Place Promotion Pace Packaging Positioning

Advertising and Product

This is the most important variable Advertising plays the role of information and education

Advertising and Price

Advertising plays the role of conviction and persuasion It is the amount of money that the customers are willing to pay for the product in order to satisfy his needs

Advertising and Place

Advertising do help in effective distribution and market expansion Availability of product to the target customer

Advertising and Promotion

Sellers can face competition and also help to develop brand image and brand loyalty Activities that communicate the merits and demerits of the product

Advertising and Pace

Advertising plays an important role of informing, educating and persuading the customers to buy the product

Advertising and Packaging

Advertisement carries an assurance of quality and creates confidence in the minds of customers to buy the product

Advertising and Positioning

Advertising can convey the positioning of the brand and accordingly can influence the buying decision of the target audience

Strategies to Catch Attention & Interest

Emotion related subjects

A subject, which means also a brand name, can be remembered more easily if the mind finds itself in an emotional excited state

Repeating of an ad

It is in the human nature to remember a message consciously after seeing it in average seven times

Celebrity presents product

Having a celebrity promoting a product can have the effect that people think this product is mainly used in a higher class society

Expert knowledge

Testimonials of product users or/and experts

Artificial lack

Through the strategy of pretending artificial lack advertising seeks to make people buy quickly without giving them time to think about

Conjunction with desirable situations

The product is visually or in terms of sound shown in conjunction with desirable situations

Use of avatars

Avatars representing certain characteristics are used

Shocking

Shocking advertising with negative associated subjects is used as well.

Formal techniques of visualization

Figure and ground

Ambiguity creeps into the previous memories, and the brain begins to shape what it sees

Two and three dimensions

In 2D, one can see at a glance what it is. In 3D, objects have an interior(hidden) view, that can only be seen with further examination

Foreground and Background

The foreground of a composition is the visual plane that appears closest to the viewer The background is the plane in a composition perceived furthest from the viewer

Big and Small

A scenario when seen in 2 different sizes, may induce different ideas 2 totally different pictures combined into 1, may bring about a totally new idea to the viewers

Compositions

The process of putting words and sentences together in conventional patterns to form a subject

Setting up a scene

Make a public disturbance or excited emotional display

Outlines

The original product is not displayed but just the outline image of the product or its features is displayed

Words and Pictures

Graphic representation of a vivid verbal description

On the spot

The idea which a viewer gets as soon as he sees an advertisement, without even thinking about the product that the ad is related to.

Seeing in context

Technique used to connect the product with the help of the available contexts

Techniques used to connect Product with Content

Metaphors

Make complex ideas easier to understand

Comparison

A product can be compared to various different subjects, characters, etc

Alienation

Connection to opposite meaning

Unexpected object

Using a subject, product, etc which others will not expect to think of

Before and after

Comparing different time periods

Relation to history

Display of similar subjects, products, characters, etc to relate with the past

Quote or proverbs

Stylistic devices as used in literature

References

http://www.blurtit.com/q798166.html http://www.lylyc.com/ http://brigitteschuster.com/campaign-conceptsfor-advertising-and-marketing http://www.scribd.com/search?query=advertisi ng+concepts+marketing http://www.slideshare.net/ashishnangla/market ing-concepts-advertising-presentation Marketing Management Philip Kotler

Any Questions?!?!?!?

Thank You