Advertising (2010-2011)

I Introduction to Advertising
Deepa Makesh School of Communication and Media Studies
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Learning Objectives
Definition and roles of advertising Nature & Scope Major players of advertising Effective advertising Advertising & IMC Current advertising issues
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What is Advertising?
Advertising is: (1) Paid, (2) Non-personal Communication, (3) From An Identified Sponsor (4)Using Mass Media, (5) To Persuade or Influence (6)an Audience.
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Advertising is
Salesmanship in print Magic in market place Attention seeking device A business process A social process A scientific process An art Truth well told

Functions of Advertising
To identify and differentiate from other offerings To communicate information about the product To induce consumers to try new products and to suggest reuse To stimulate the distribution of a product

To increase product use

To build value, brand preference, and loyalty

To lower the overall cost of sales

Functions of Advertising (contd)

To associate feelings with brand To link brand with peers and group norms (And. More?) To

To
To

To

Practical Tips Ogilvys Advertising Tenets Effective ads

Here are some advertising tenets that David Ogilvy offers:

Never write an advertisement you wouldnt want your own family to read. The most important decision is how to position your product. If nobody reads or looks at the ads, it doesnt do much good to have the right positioning. Big ideas are usually simple ideas. Every word in the copy must count.
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Functions of Advertising
Provide Product & Brand Information

Provide Incentives To Take Action

Advertising Performs 3 Basic Functions

Provide Reminders and Reinforcement

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Five Players of Advertising

Advertiser (Client) Advertising Agency Media Organization Suppliers/ vendors Target Audience

Marketing strategy and final approval

Creative and media plan Audience delivery

Marketing communication specialists, collateral services

Receivers of marketing communications
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Five Players of Advertising

The Advertiser is the individual or organization that usually initiates the advertising process. need to get out the message
1. 2. 3. 4.

Manufacturers Resellers Individuals Institutions, Government Agencies

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Five Players of Advertising

The Media

The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e. Print, electronic, outdoor,new media
Each medium has a structure for selling ad space or time Information about the profile of audience programwise Each medium had advt & limitaions

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Five Players of Advertising

The Advertising Agency

Independent advertising experts who plan and implement part or all of their advertising efforts. Agency of Record Also called as Client AgencyRelationship Some Famous players:

Dentsu, McKann Erickson, Arnold, Ogilvy & Mather, Satchi and Satchi, Leo Burnett etc.

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Five Players of Advertising

The Vendors
The Vendors are a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc. IMRB, AASI, Free lancers

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Five Players of Advertising

The Target Audience
The Target Audience may be the purchaser or the consumer of the product, or both. May need to design different ads for each group. Critical to know as much about these target audiences as possible. Demographics, psychographics, behaviouristic

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What Makes Effective Advertising?

Extends from sound marketing strategy Focuses on consumers view

Persuasive
Breaks through the clutter Never promises more than deliverable The creative idea not overwhelming the strategy
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Broad Dimensions That Characterize Great Advertising

The ultimate test for the greatness of an ad is whether it achieved its intended objectives.

Strategy

Creativity

Execution
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Characteristics of Great Ads

Good or Great Ads Work on Two Levels

Satisfy the Customers Objectives by Engaging Them & Delivering a Relevant Message

Achieve the Sponsors Objectives

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Expectations
ADVERTISING OBJECTIVES Attention/ Awareness Interest Knowledge Attitude Change Behavioral Change/ Trial Repurchase/Commitment/ Reminder CONSUMERS OBJECTIVES Satisfy Curiosity/Memory/ Entertainment Identify Personal Needs Gather Relevant Information Support Risk Associated With Attitude Change Enhance Need Reduction Reinforce Trial and Need Reduction

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Principles AIDA, Advertising Spiral, ROI PLC

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Roles of Advertising
Marketing Role

Communication Role

Economic Role

Societal Role
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Roles of Advertising
The Economic Role
advertising is so persuasive that it makes customer stick to a product regardless of the price charged. Consumer values non-price features. Profits Help consumers assess value through:

Price as well as through; quality Location and Reputation Opportunity cost Such price value information helps people make more rational decisions. GDP & GNP

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Roles of Advertising
Marketing Role Part of 4 Ps

Marketing needs some sort of communication to reach its target market. The role of marketing is to carry persuasive message to actual and potential customers.

Communication Role
Advertising is a form of mass communication transmits different types of market information that brings together buyers and sellers in the market place. It is something that is beyond simple facts.
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Roles of Advertising
The Societal Role

Informs people about new and improved products and services that solve their problems in a better way use of new technological products

It mirrors fashion and design trends and make life more colorful. Advertising creates competition and pushes suppliers to improve in order to survive.

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Current Advertising Issues

Interactive Advertising
Integrated Marketing Communication Globalization Niche Marketing Consumer Power, Relationship Marketing and Customization

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Definitions
American Marketing Association Paid Non-personal communication from an identified sponsor using mass media to persuade or influence an audience Functional defn Structured and composed non-personal communication of information usually paid for and persuasive in nature about products goods servcies ideas by identified sponsor through various mass media Working definition Art and Science of building brands through persuasive communication and positioning them in consumers perception with a constant vigil on market situation and consumer perceptions.
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More..
Business activity employing creative techniques to design persuasive communication in mass media that promote ideas goods services in a manner consistent with the achievement of advertisers objectives and the delivery of consumer satisfaction and development of social and economic welfare Dictionary a form of communication intended to promote the sale of a product or service to influence public opinion to gain political support or advocate a particular cause
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