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Communicating Customer Value: Integrated
Marketing Communications Strategy
Advertising
Mass persuasive communication paid
for by an identified sponsor that
makes use of various media
Advertising
Developing and Advertising Programs
Advertising
Setting Advertising Objectives
An advertising objective is a specific
communication task to be accomplished with a
specific target audience during a specific time
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Objectives are classified
by primary purpose
Inform
Persuade
Remind
Advertising
Setting Advertising Objectives
Informative advertising is used when introducing a new
product category; the objective is to build primary
demand
Comparative advertising directly or indirectly compares the
brand with one or more other brands
Persuasive advertising is important with increased
competition to build selective demand
Reminder advertising is important with mature products to
help maintain customer relationships and keep
customers thinking about the product
Setting Advertising Objectives
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Informative advertising
Persuasive advertising
Comparative advertising
Reminder advertising
INFORMATIVE
• A giant U
Agency: O&M
Reasons: Signature of
mother brand Unilever
U means You (
Indian Consumer)
• Canara Bank
Agency: O & M
Base Line: We all change
for our loved ones
Persuasive
• Tata Tea
• Agency: Lowe
• Base Line: Har Subah bas
Utho Mat, Jaago Re
Reminder
Comparative Advertisement
Table 15.1 -Possible Advertising Objectives
Features of advertising
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Paid Form
Impersonal Presentation
Speedy and mass communication
Identified Sponsor
Importance of Advertising
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Draws attention to the product or brand
Popularisation of products or brands or ideas
Crucial for launch or announcement
Helps in increasing sales
Builds brands image
Generates employment
Use persuasion for results
Target oriented
Advertising
Setting the Advertising Budget
Factors to consider when setting the budget
• Product life-cycle stage- new products more ads,
mature products less ads
• Market share- low share brand more ads
• Brands with more competition-more advertisement
• Undifferentiated brands - more ads
Advertising
Developing Advertising Strategy
Advertising strategy is the strategy by which
the company accomplishes its advertising
objectives and consists of:
• Creating advertising messages
• Selecting advertising media
Advertising
Creating the Advertising Message
Advertisements need to break through the clutter:
• Gain attention
• Communicate well
THANK YOU