Advertising - Lecture - Marketing Management, Lecture notes for Marketing Management
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Advertising - Lecture - Marketing Management, Lecture notes for Marketing Management

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Detailed informtion about Advertising, The Five M’s of Advertising, Advertising Objectives, Informative advertising,Persuasive advertising.
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Advertising

Amity Business School

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Amity Business School

The Five M’s of Advertising

• Mission • Money • Message • Media • Measurement

Amity Business School

Advertising Objectives

• Informative advertising • Persuasive advertising • Reminder advertising • Reinforcement advertising

Amity Business School

Factors to Consider in Setting an Advertising Budget

• Stage in the product life cycle • Market share and consumer base • Competition and clutter • Advertising frequency • Product substitutability

Amity Business School

Developing the Advertising Campaign

• Message generation and evaluation • Creative development and execution • Social responsibility review

Amity Business School

Creative Brief • Positioning statement • Key message • Target market • Objectives

• Key brand benefits • Brand promise • Evidence of promise • Media

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Television Advantages • Reaches broad

spectrum of consumers • Low cost per exposure • Ability to demonstrate

product use • Ability to portray image

and brand personality

Disadvantages • Brief • Clutter • High cost of production • High cost of placement • Lack of attention by

viewers

Amity Business School

Print Ads Advantages • Detailed product

information • Ability to

communicate user imagery

• Flexibility • Ability to segment

Disadvantages • Passive medium • Clutter • Unable to

demonstrate product use

Amity Business School

Print Ad Evaluation Criteria • Is the message clear at a glance? • Is the benefit in the headline? • Des the illustration support the headline? • Does the first line of the copy support or explain the

headline and illustration? • Is the ad easy to read and follow? • Is the product easily identified? • Is the brand or sponsor clearly identified?

Amity Business School

Media Selection • Reach • Frequency • Impact • Exposure

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Choosing Among Major Media Types

• Target audience and media habits • Product characteristics • Message characteristics • Cost

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Major Media Types • Newspapers • Television • Direct mail • Radio • Magazines

• Outdoor • Yellow pages • Newsletters • Brochures • Telephone • Internet

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Place Advertising • Billboards • Public spaces • Product placement • Point-of-purchase

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Measures of Audience Size

• Circulation • Audience • Effective audience • Effective ad-exposed audience

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Factors Affecting Timing Patterns

• Buyer turnover • Purchase frequency • Forgetting rate

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Media Schedule Patterns

• Continuity • Concentration • Flighting • Pulsing

Amity Business School

Evaluating Advertising Effectiveness

• Communication Effect Research – Consumer feedback method – Portfolio tests – Laboratory tests

• Sales-Effect Research

Amity Business School

Sales Promotion

Collection of incentive tools, mostly short term, designed to stimulate

quicker or greater purchase of particular products or services

by consumers or the trade.

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Sales Promotion Tactics Consumer-directed • Samples • Coupons • Cash refund offers • Price offs • Premiums • Prizes • Patronage rewards • Free trials • Tie-in promotions

Trade Sales Force- directed

• Price offs • Allowances • Free goods • Sales contests • Trade shows • Specialty advertising

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• Using Sales Promotions

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Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results

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Using Sponsored Events

Establish objectives

Choose event opportunities

Design program

Implement and control

Measure effectiveness

Amity Business SchoolIdeal Events

Audience closely matches target market

Event generates media attention

Event is unique with few sponsors

Event lends itself to ancillary activities

Event reflects or enhances brand image of sponsor

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Public Relations Functions

• Press relations • Product publicity • Corporate communications • Lobbying • Counseling

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Marketing Public Relations Functions • Assist in product launches • Assist in repositioning mature products • Build interest in a product category • Influence specific target groups • Defend products • Build corporate image

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