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Advertising
Meaning of Advertising - Advertising is an activity of attracting public
attention to a product or business, as by paid announcements in the print,
broadcast, or electronic media.
Advertising is a paid form of a non-personal message communicated through the
various media by industry, business firms, nonprofit organisations, or individuals.
Advertising is persuasive and informational and is designed to influence the
purchasing behaviour and/or thought patterns of the audience. Advertising is a
marketing tool and may be used in combination with other marketing tools, such
as sales promotions, personal selling tactics, or publicity.
Definition of Advertising - Advertising is defined differently by different
people, some of the definitions are as follows:
According to Richard Buskirk, "Advertising is a paid form of non-personal
presentation of ideas, goods or services by an identified sponsor."
According to Wheeler, "Advertising is any form of paid non-personal
presentation of ideas, goods or services for the purpose of inducting people to
buy."
According to William J. Stanton, "Advertising consists of all the activities
involves in presenting to a group, a non-personal, oral or visual, openly
sponsored message regarding disseminated through one or more media and is
paid for by an identified sponsor."
Objectives of Advertising - The real objective of advertising is effective
communication between producers and consumers with the purpose to sell a
product, service, or idea. The main objectives of advertising are as follows:
Informative
Objective of advertising is to inform its targeted audience/customers about
introduction of new product, update or changes in existing products or product
related changes, information regarding new offers and schemes. Informative
advertising seeks to develop initial demand for a product. The promotion of any
new market entry tends to pursue this objective because marketing success at
this stage often depends simply on announcing product availability. Thus,
informative advertising is common in the introductory stage of the product life
cycle.
Persuasive
Objective of advertising is to increase demand for existing product by persuading
new customer for first time purchase and existing customers for repurchases.
Persuasive advertising attempts to increase demand for an existing product.
Persuasive advertising is a competitive type of promotion suited to the growth
stage and the early part of the maturity stage of the product life cycle.
Reminder
The objective of advertising is to remind customers about existence of product,
and ongoing promotional activities. Reminder advertising strives to reinforce
previous promotional activity by keeping the name of a product before the
public. It is common in the latter part of the maturity stage and throughout the
decline
stage
of
the
product
life
cycle.
Mathews, Buzzell, Levitt and Frank have listed some specific objectives of
advertising.
To make an immediate sale.
To build primary demand.
To introduce a price deal.
To build brand recognition or brand insistence.
To help salesman by building an awareness of a product among retailers.
To create a reputation for service, reliability or research strength.
To increase market share.
COMMUNICATION IS ADVERTISING WHEN THREE CRITERIA ARE MET
Under the Charminar Challenge umbrella, VST sponsors a wide variety of events
ranging from cricket, badminton, table tennis and golf to car-rallying.VST sports
sponsorship budget is estimated at Rs.1.5 crores per annum.
The Ranji Trophy, the Deodhar Trophy and all one-day internationals for the
period 1986-89 will be Charminar Challenge championship matches, which ties
up the domestic circuit pretty comprehensively. Charminar is the identity of the
company.
The word challenge is inspiring, competitive and adventurous. This gives the
way for a suitable image for VST and is close to the identity of the companys
products.
This is therefore an entertainment-related corporate image and brand advertising concept. Reliance Industries Ltd. paid a mammoth sum of Rs.4.8 crores. This
sponsorship was done to ensure that an Indian company sponsored the
prestigious 1987 World Cup Cricket event.
This patriotism certainly improved the companys image. The Reliance Cup
extravaganza focused attention on the commercial and promotional potential
inherent in the corporate sponsorship of sports.
(4) Commercial v. Non commercial Advertising:
Commercial advertising is concerned with selling a product or an idea to help a
commercial institution. It may consist of consumer advertising aimed at the
ultimate consumer or business or industrial advertising aimed at industrial
producers inducing them to purchase the product.
It may even include professional advertising directed at professionals such as
doctors, lawyers, etc. Non-commercial advertising is advertising indulged in by
non-profit organization such as the government or charitable institutions to
support ideas, solicit donations, etc.
The methods used for preparing the advertisements are however the same
whether one is concerned with commercial or non-commercial advertising.
(5) Classification by Media:
Advertising can also be classified in terms of the media used such as window
dressing in case of shops, press advertising, outdoor advertising and the use of
advertising literature.
The several forms media will now be detailed in the subsequent chapters
followed by discussions on preparation of an advertisement as well as an
advertising campaign.
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media
can include wall paintings, billboards, street furniture components, printed flyers
and rack cards, radio, cinema and television adverts, web banners, mobile
telephone screens, shopping carts, web popups, skywriting, bus stop
benches, human billboards and forehead advertising, magazines, newspapers,
town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage
bins, taxicab doors, roof mounts and passenger screens, musical stage shows,
subway platforms and trains, elastic bands on disposable diapers, doors of
bathroom stalls, stickers on apples in supermarkets, shopping cart
handles (grabertising), the opening section of streaming audio and video,
posters, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is
advertising.
1. Television advertising / Music in advertising
2. Infomercials
3. Radio advertising
4. Online advertising
5. New media
6. Product placements
7. Press advertising
8. Billboard advertising
9. Mobile billboard advertising
10.In-store advertising
11.Coffee cup advertising
12.Street advertising
13.Sheltered Outdoor Advertising
14.Celebrity branding
15.customer-generated advertising
16.Aerial advertising
Advertising Appropriation
The portion of the total marketing budget that is allocated to advertising over a
specific time period. The advertising appropriation policy for a company may be
based on any one of a number of approaches. For example, spending an amount
on advertising that is a fixed percentage of sales or based on the ad spend level
of the competition.
In practice, the amount of the advertising appropriation is not very easy to
establish. This is because of the lack of a definite relationship, in most cases,
between the amount of advertising and the company's sales and profitability.
Advertising appropriation is also sometimes referred to as advertising budget.
medias at some fixed times. The time frames of advertising campaigns are fixed
and specifically defined. The very prime thing before making an ad campaign is
to know- Why you are advertising and what are you advertising ?
Why refers to the objective of advertising campaign. The objective of an
advertising campaign is to
required changes are made using the experience, and the remaining campaign is
carried forward.
the price and orientation, they can find out the brands relative share in the
market, based on which the positioning can be developed. Creating a unique
set of benefits is crucial to a brands success. There are several factors that can
help companies choose the right positioning strategy such as:
1. Identifying value differences Businesses must understand what the
buyer values more while purchasing a product. Say for example, the user
gives more importance to quality instead of price; then you must cater to
that need not just by creating an attractive tagline but also delivering on
quality.
2. Choosing competitive advantages Upon market research and
evaluating segments, businesses may come across several potential
differentiations that may provide competitive advantages with regard to
other players. But it is essential to choose the advantages properly
before diving into all of them. Create a USP for your brand and
communicate the benefits and unique offerings to your consumers. Also,
remember that some differences may not be good to promote. In such a
case, you need to factor in the importance, profitability and superiority of
that difference before promoting it.
3. Selecting Positioning Strategy Once a business has decided on the
differences to promote and its brand USP, it must develop an overall
positioning strategy, which is also called value proposition. The
positioning statement must be clear and provide the following
information: which market segment is being catered, what is your brand
concept, and what is the competitive advantage of choosing your
product.
Companies spend a lot of time in creating the right marketing mix and
developing a positioning strategy, but it is also essential to communicate the
same in an integrated way to the end-users. Businesses with a good plan for
segmentation, targeting and positioning have already conquered half the battle
of marketing and reaching out to their potential customers.