Download PRINCIPLES OF ADVERTISING YWCA, Lecture 3

PRINCIPLES OF
ADVERTISING
YWCA, Lecture 3
THE COMMUNICATION PROCESS
ADVERTISING PLANNING
There are three major steps in advertising planning:
Objective Setting & Target Market Identification
Message Strategy & Tactics
Media Strategy & Tactics
ADVERTISING PLANNING
>The advertising plan flows from the overall marketing program.
>Overall marketing plan is developed based on any situation that
the organization faces
>This situation must be analyzed in order to develop the
marketing plan.
>Once the situation analysis, marketing plan and advertising
plan is complete and the advertising plan is implemented, it
becomes and advertising campaign
MARKETING
ANALYSIS
STRATEGY
&
SITUATION
Marketing Strategy includes the long run vision and objectives of
the company as well as an understanding of the specific strategic
position it aims to occupy in the marketplace in the years ahead.
MARKETING
ANALYSIS
STRATEGY
&
SITUATION
>The company might try to position itself as a low-price leader or
a company which offers differentiated products with high quality
and reliability.
>Thus a marketing strategy must begin with the analysis of the
existing situations
MARKETING
ANALYSIS
STRATEGY
&
SITUATION
The analysis is both internal & external. This includes the SWOT
analysis of the company for that particular situation and SWOT
of the market as well.
MARKETING
ANALYSIS
STRATEGY
&
SITUATION
>Situation analysis involves some kind of research which
analyses the consumer motivation and behavior with respect to
the product, idea or service to be advertised.
>Situation Analysis tries to answer the following questions:
1. Nature of Demand –
+How do buyers go about buying the product?
>No. of option they consider before buying?
>Time of consumption?
>Who makes the purchase?
>Who influences the decision maker?
>Individual or group decision
+Can the market be segmented into several homogeneous
groups?
MARKETING
ANALYSIS
STRATEGY
&
SITUATION
2. Extent of demand?
>Size of market now and in future?
>Current market share?
3. Nature of Competition
>No. of competitors?
>Their market share?
>Their marketing, production and financial resources?
4. PESTEL Analysis
5. In what stage of the life cycle is the product category?
MARKETING
ANALYSIS
STRATEGY
&
SITUATION
6. What is the amount of additional cost of supplying increased
output?
7. Does the company has the necessary skills to do the business?
>How are the company’s skills as compared to the competitors?
8. Available financial resources of the firm?
ADVERTISING COMMUNICATION SYSTEM
Source
Message
Channel (Media)
Receiver
Destination
Channel (Word-of-mouth)
ADVERTISING COMMUNICATION SYSTEM
Source:
The point about / of which the message originates.
How best and through whom to communicate the
advertising message?
Message:
It is both the content and the execution of the
advertisement. What is being used? Humor? Fear?
Channel:
Which media is being used? The impact of different
media is different on consumers.
Receiver:
Target audience
Destination: The initial receiver might engage in word-of-mouth
communication to the ultimate
Receiver becomes interim source.
destination.
Eg: Gujrat Ad, Madhya Pradesh Ad, TOI Ad
EFFECTS
OF
COMMUNICATION SYSTEM
ADVERTISING
>Create Awareness
>Communicate the attributes and benefits
>Develop or change image
>Associate a brand with feelings and emotions
FOR EFFECTIVE ADVERTISEMENT
>Grab the attention
> Be clever and Creative
FOR EFFECTIVE ADVERTISEMENT
>Stand out and be memorable
>Be informative
>Don’t make the customer think too much
>Go with the mood and trends of the target audience
>Show, not tell
>Use humor
>Touch the feelings
THANK YOU