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Advertising Campaign
Uma Kanjilal
Promotional Mix
It is the combination of individual
promotional tools selected by the
marketer to promote a particular
Tools for promotional mix
 Personal selling
 Sales promotion
 Publicity and public relation
 Direct marketing
Any paid form of non-personal
communication link, initiated by an
identified marketer, to establish or continue
exchange relationship with customers and
other stakeholders.
Advantages of Advertising
Low cost per target audience reach
 Repetition of message
 Dramatization of company and its products
for creating impact
 Build up long-term image
Disadvantages of Advertising
High absolute cost
 Difficult to evaluate effectiveness
 Persuasive value less compared to other
personal promotional tools
Types of Advertising
Product Advertising- focuses on goods and
 Institutional advertising- focuses on the
organization, generating a particular image
or concept
Individual Advertising Categories
Pioneering advertising- to introduce a new product
or brand
Reminder advertising- keeps the name of the
marketer in front of the target market
Competitive advertising- stressing superiority of
one product over the other
Comparative advertising- superiority over the
competing brand
Advocacy advertising- to communicate marketers
position on an issue
Public service advertising- ads by government or
other non-profit organizations on social issues.
Advertising process
Review internal/external strategies and plans
Identify target audience
Set advertising objectives and budget
Develop creative approach
Conduct advertising research
Selecting media
Producing advertising
Personal selling
Interpersonal communication process used
to identify prospects, determine needs,
present product information, gain
commitment and follow up after sales to
maintain customer relationship.
Personal selling types
Telephone selling
 Technical selling- providing technical
 Missionary (pioneer) selling- providing
details about the product
 Retail selling
Methods of Personal Selling
Field sales- sales calls made at customer’s
home or business locations
 Over the counter sales- sales at retail or
wholesale locations when customers visit
 Telemarketing- contact through telephone
Advantages of Personal
Two way communication with target
 Immediate feedback
 Flexibility in responding to individual
customer needs
 Customer relationship building
Cost per customer contact high
 People dependent method
Sales promotion
Communication of any intermittent and/or
short-term incentive that enhances the basic
value of a product, to encourage channel
members and sales people to market it and
customer to buy it.
Categories of Sales promotion
Consumer sales promotion- range of
promotional incentives that marketers offer
to ultimate consumers to encourage
 Trade sales promotion- promotional
incentives offered by marketers to
wholesalers, retailers and other value chain
partners for supporting certain products
Types of consumer sales
Coupons- a document that allows customer to buy
a product at a specific discount
 Samples- goods or service offered free or at a very
low price to encourage the customer the
experience its benefits
 Sweepstakes and contests- these are ways to
attract new customers
 premium- item of value offered free or at a low
price to customers to buy or try a particular
Types of consumer sales
promotion… cont.
Price promotion- price reduction offered to every
purchaser during a limited period
 refunds and rebates- these method the marketer
encourages the customer to take a risk. Full or
partial refunds are made if they are not satisfied
 Displays- in-store displays and point-of-purchase
displays are set up in retail outlets to grab
customer attention.
Trade sales promotion
Trade allowances- off-invoice allowance,
extra allotments for buying a minimum
quantity are some of the methods used to
wholesalers and retailers.
 Incentives and contests- push money (cash
awards) to sales persons for selling certain
products, contests in B2B marketing to
whip up enthusiasm for a certain product
Marketing communication strategies
… cont.
Step 4- Identify competitive consumer
benefit (key benefit that makes the product
better than competing brand)
 Step 5- Communicate the truth of the
benefit (product attributes, consumer
perception supported, believable messages)
 Step 5-Convey the brand personality
(decide on the tone and personality that
differentiates the product from others
Marketing communication strategies
… cont.
Step 6- Develop communication objectives
(state what consumers should know and feel
and what they are expected to do after they
are exposed to the message
 Step 7- Plan consumer contact points (know
when and where the consumer will be most
receptive to the message)
Strategic advertising research
Target audience analysis- who the audience
are, their characteristics, and their
consumption and media habits
 Message research- concept testing, copy
 Media audience research- broadcast
audience measurement, print audience
Marketing research and advertising
planning process
Message creation
Message delivery
Marketing Research
(situation analysis)
Product research
•Consumer research
•Market research
•Competitive analysis
•Target audience
•Message research
•Media research
•Message post testing
•Effectiveness of message
•Effectiveness of media
Source: Advertising principles/ Bergh and Katz
Research decisions
Should research be done?
What is the research objective?
What research design will provide best
What data collection methods to be
What conclusions to arrive at with
analyzed research data?
Strategic planning for advertising
and marketing communication
Determining objectives or outcomes
 developing strategies that are plans for
accomplishing the set objectives
Adverting and marketing
communications objectives
Selecting a target market- market
segmentation (undifferentiated,
differentiated or concentrated market
segmentation strategies)
 Setting objectives
Criteria for setting objectives
Identify unit responsibility
 Link objectives
 State output not input
 Establish a time frame
 Set realistic objectives
 Include result per objective
 Make objective specific and measurable
Media planning process
Advertising factors
- Budgeting
- Competitive activity
- Media usage
- Message types/
- Organization
- Research
- Target audience
Media planning factors
- competitive spending
- Geographic distribution
- Media goals
- Media mix
- Seasonality
- Target audience
- Timing