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Transcript
Advertising Procedure
PowerPoint by
Jahanzaib Yousaf
Nature of
Advertising
Chapter # 1
Advertising is Communication
The AIDA Model
Attention
Interest
Desire
Action
Advertising is about
CREATIVITY
Advertising Vs Publicity
 Difference
between
Advertising & Publicity is
based on three C

COST
 CONTROL
 CREDIBILITY
Promotional Mix

Advertising

Publicity

Personal selling

Sales Promotion

Public Relations

Direct Marketing
Integrated Marketing
Communications (IMC)
Advertizing
Direct
Marketing
Personal
Selling
IMC
Sales
Promotion
PR
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.

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)
The logic of Advertising
Advertising gives us
“The Right to Choose”
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.
Advertising Basics










Paid Form
Non-Personal
Identified Sponsor
Identified Media
Information
Persuasion
Multiple Forms of message
Target Audience
Wide scope
Creativity
THE FOUR PLAYERS OF
ADVERTISING

THE ADVERTISER (sponsor)

THE ADVERTISING AGENCY

THE MEDIA

THE VENDORS
Media Hierarchy

Media Class:











 Asia
(Business magazine)
news week
 Times
 Heralds
(Print)
Newspaper
Magazine
Directories
Media Category:
Media Vehicle:
 Economist
Electronic
Print
Out of home
Media Type:


(Magazine)
Business Magazine
Sports magazine
Fashion magazine
Entertainment magazine
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.
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.
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.
IMPORTANCE & ROLES OF
ADVERTISING

What advertising does for consumers

What advertising does for business

What advertising does for society
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.
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.
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.
Creative Exercise # 1
Matching Words to Visuals
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

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.

PUBLIC TRUST IS CRITICAL.

THINK GLOBALLY, ACT LOCALLY.

PROMISE A STRONG BENEFIT.

USE DIFFERENT ADS TO INFORM & PERSUE.

USE INTEGRATED COMMUNICATION PROGRAMS
Classification of Advertising

Business to Business Advertising(B2B)

Business to consumer Advertising(B2C)

Non-product Advertising
B2B Advertising

Trade Advertising

Industrial Advertising

Professional Advertising

Corporate (Institutional) Advertising
Business-to-Business
Advertising
B2C Advertising

National Advertising

Retail (Local) Advertising

End-product (Primary demand) Advertising

Direct-response Advertising
Non-product Advertising

Idea Advertising

Service Advertising

Public service Advertising

Specialty Advertising
Idea Advertising
Contemporary Advertising

Transit Advertising

Shelter Advertising

POP Displays

Internet Advertising

Product Packages

Adverts through Utility Bills & Invoices

BTL (Below the line) Adv.
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.
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
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.