MKT568

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Management
Teacher:
Humbal Tariq
 Recommended Books

Advertising Communications &

Promotion Management
John R. Rossiter & Larry Percy

Strategic Advertising Management

Larry Percy, John R. Rossiter & Richard
Elliot
 Recommended Books

Advertising & Communications

Management
Micheal J. Ray

The Fundamental of Advertisements

John Wilmshurst & Adrian Mackay
 What Is Advertisement..?

Make an announcement in a public

place..

Describe or present goods publicly

with a view to promoting sales..

A public announcement.. (by town-

crier)
How Does Advertisement Work?

The Buyer Response Sequence

1. See or Hear the Message (Exposure)
2. Pay Attention (Process)
3. Understand (Communication Effects)
4. Action

Buyer Response steps are Gates

 How Does Advertisement
Work?
Marketing Managers Planning Stages
1. Target Audience Selection
2. Communication Objectives
3. Positioning
4. Creative Strategy
5. Media Strategy
6. Campaign Tracking & Evaluation
1. Target Audience Selection

Awareness-Attitude-Behavior
Approach
1. NCU New Category Users
2. BL Brand Loyal
3. FBS Favorable Brand Switchers
4. OBS Other Brand Switchers
5. OBL Other Brand Loyals
1. Target Audience Selection
1. NCUs New Category Users
Sales Potential Depends on
May cost Awareness
a lot to make them aware
2. BLs Brand Loyals
Awareness
Sales Maximum

Sales Potential Core of our Sales

BehaviorZero
(Habit)
1. Target Audience Selection
3. FBS Favorable Brand Switchers
Attitude Moderately Favorable
Awareness
May slip over time
Drop in Purchase
Sales Potential Frequency

Easy Target
Attitude should be
changed to Highly
Favorable.
Offer Deals /
Promotions /
1. Target Audience Selection
4. OBS Other Brand Switchers
Awareness Zero / Unaware or Low
Attitude
Neutral or Negative
Unaffordable
Price too high

5. OBLs Other Brand Loyals

Attitude
Actively Negative (More
Sales Potential Often)

Least / Worst Prospects

1. Target Audience Selection
Further focus /
clarity..
National Campaign
1. Geographic Global Campaign

Age
2. Demographic Gender
Occupation

3. Psychographic Lifestyle
Personality
General Attitudes
1. Target Audience Selection
Target Audience

1. Primary Usually only one

group is selected for a
campaign.
2. Secondary Mostly FBS.

Commonly BLs in
most campaigns.
Reinforcement
1. Target Audience Selection
Advertising Leverage
Sales Leverage
# buyers x Incremental Sales / buyer
Cost of Campaign

Profit Leverage
# buyers x Incremental Profit / buyer
Cost of Campaign
 How Does Advertisement
Work?
Marketing Managers Planning Stages
1. Target Audience Selection
2. Communication Objectives
3. Positioning
4. Creative Strategy
5. Media Strategy
6. Campaign Tracking & Evaluation
 2. Communication
Objectives
2.1 Category Need
2.2 Brand Awareness
2.3 Brand Attitude
2.4 Brand Purchase Intention
2.5 Purchase Facilitation

Consider them as mental bins

 2. Communication
Objectives
2.1 Category Need
Solutio
Problem Category
n
Benefits all brands in Category
Optional Objective
Target Audience NCUs (mostly)
Usually New Category
1st Sell Category Then Sell Product
Educate People
 2. Communication
Objectives
2.2 Brand Awareness
Buyers ability to recognize / recall the
brand
Category Need Brand
Universal Communication Objective
(Compulsory)
Two Choices
Brand Recognition
Brand Recall
 2. Communication
Objectives
2.2 Brand Awareness
When Purchase Decision is Made.?
At Point of Purchase Recognition
Prior to Point of Purchase Recall

Effective Techniques
Recognition Show Close-ups of Brand
Logo
Recall Brand Name Repetition (Jingle)
 Buyer takes 9.4 seconds from
sighting the category to putting the
chosen brand in the cart.
 2. Communication
Objectives
2.2 Brand Awareness
Effective Medium
Recognition TV / Magazine
Recall TV / Radio
 2. Communication
Objectives
2.3 Brand Attitude
Perceived ability of brand..
Universal Communication Objective
(compulsory)
 2. Communication
Objectives
2.3 Brand Attitude
Examples:
Mana lo food ka love with 7UP
Food = Category Need (Link)
7UP = Brand Awareness (Recall)
Love = Brand Attitude
 2. Communication
Objectives
2.3 Brand Attitude
Examples:
Soneya CocaCola Pilaa dey..
Pilaa = Category Need (Link)
CocaCola = Brand Awareness (Recall)
Soneya / Zalima = Brand Attitude
 2. Communication
Objectives
2.3 Brand Attitude
Examples:
Cheeta bhi peeta hai..
Peeta = Category Need (Link)
??? = Brand Awareness (Recall)
Cheeta = Brand Attitude
 2. Communication
Objectives
2.3 Brand Attitude
Components
2.3.1 Super belief
2.3.2 Benefits
2.3.3 Emotions
 2. Communication
Objectives
2.3.1 Super Belief
A belief that the product solves one
of the following:
Negatively Positively Originated
Originated Motives Motives
(Informational) (Transformational)
1.Problem Removal 5.Sensory
2.Problem Avoidance Gratification
3.Incomplete 6.Intellectual
Satisfaction Stimulation
4.Normal Depletion 7.Social Approval
 2. Communication
Objectives
2.3.2 Benefits
Multi-Attribute Model
Brand Attitude = ( Attributes x
Importance)

2.3.3 Emotions
Not linked to Specific Benefits
BAtt = ( Attributes x Importance) +
Emotions
 2. Communication
Objectives
2.4 Brand Purchase Intention
Self-instruction Ill buy that..
Ad.-instruction Buy it now..
Optional Objective (depending on):
Low Involvement Product (Low Risk)
High Involvement Product (High Risk)
 2. Communication
Objectives
2.4 Brand Purchase Intention
Low Involvement Product (Low Risk)
Explicit Purchase Intention Damages
Appeal
Positive B.Attitude Implicit Purchase
Intention
High Involvement Product (High Risk)
Positive B.Attitude Not Enough for
Internal P.I.
Generate Brand Purchase Intention
 2. Communication
Objectives
2.5 Purchase Facilitation
Addresses Perceived Problems with
4Ps (Marketing Mix)
Product
Price
Promotion
Place
Include Objective IF Problem is
Perceived
 How Does Advertisement
Work?
Marketing Managers Planning Stages
1. Target Audience Selection
2. Communication Objectives
3. Positioning
4. Creative Strategy
5. Media Strategy
6. Campaign Tracking & Evaluation
Positioning
Creative Strategy
Media Strategy
Campaign Tracking &
Evaluation