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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 • • • 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 • • • • 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 • • • • Paid Form Impersonal Presentation Speedy and mass communication Identified Sponsor Importance of Advertising • • • • • • • • 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