Welcome to Graphic Arts Institute Subject Name: Advertising Subject Code: 9651 Md. Ataur Rahman Instructor (Design & Printing) M.CSE, B.CSE

Slide 3 Advertising

Slide 4 Advertising Why Do We Do Advertising Personal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this wayPersonal Selling is preferred, because it is so effective - but, it is expensive sometimes to contact EVERYBODY this way Advertising is not as direct as Personal Selling, but you can reach a lot of peopleAdvertising is not as direct as Personal Selling, but you can reach a lot of people

Slide 5 Advertising Advertising in Canada has to be International Our Canadian market is very multi-culturalOur Canadian market is very multi-cultural Advertising in Canada has to acknowledge the international aspects in order to be successfulAdvertising in Canada has to acknowledge the international aspects in order to be successful A large part of the market in Toronto is NOT from the U.K. so we have to have advertising that can be understood by other peopleA large part of the market in Toronto is NOT from the U.K. so we have to have advertising that can be understood by other people

Slide 6 Advertising The Top 10 Advertisers in Canada RankName 1General Motors of Canada Procter & Gamble The Thomson Group BCE John Labatt Ltd Eaton’s of Canada Sears Canada Government of Canada The Molson Companies Chrysler Canada Revenue (thousands of dollars) 1993 stats

Slide 7 Advertising Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College mhttp:// m

Slide 8 Advertising Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Advertising Objectives are a Strategy Decision Every ad should have clearly defined objectivesEvery ad should have clearly defined objectives these objectives guide the people who create the adsthese objectives guide the people who create the ads

Slide 9 Advertising Nonpersonal selling of a particular good or service. - TV ads - billboards - junk mail Product Advertising Page 518

Slide 10 Advertising Institutional Advertising Also called Advocacy advertising

Slide 11 Advertising Competitive Advertising Pioneering Advertising, also called Informative “… tries to develop primary demand…” Done in the early stage of the Product Life Cycle. DirectIndirect

Slide 12 Advertising Competitive Advertising Tries to get you to take action now - buy the product now. Immediate Buying Direct Indirect Tries to point out the advantages so if you think about this product later, you will buy their brand

Slide 13 Advertising Advertising that makes direct comparisons with competitive brands. Companies used to hesitate to do this, but now they do it freely. Sometimes it can backfire and cause the viewer to NOT want to buy the product - if the comparison is too harsh eg. Political advertising that is too nasty Comparative Advertising

Slide 14 Advertising Some countries do not allow Comparative Advertising. Other countries allow it,,, but,, you have to prove any statements you make Comparative Advertising

Slide 15 Advertising Reminder Advertising Done in the Maturity and Decline stage of the Product Life Cycle. You already know about the product - they want you to keep using it, even if new competitors come along. These ads are usually “soft-sell” and try to be entertaining.

Slide 16 Advertising Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Relationship between Advertising and the Product Life Cycle Pioneering Competitive Comparative

Slide 17 Advertising Promoting a concept, idea, or philosophy, or the goodwill of an industry, company, or organization. This is closely related to the PR program of the company Institutional Advertising Also called Advocacy advertising

Slide 18 Advertising Used often by Japanese conglomerates that have many types of products eg.HitachiSONYMitsubishi Panasonic (Matsushita Electronics) Institutional Advertising

Slide 19 Advertising The sharing of advertising costs between the middlemen and retailer and the manufacturer. This means they will co-operate to display sales promotion material and share the costs of commercials and billboards etc. Co-operative Advertising Retail Advertising Retail advertising is the advertising done by stores that sell “stuff” directly to the consumers.

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Slide 21 Advertising

Slide 22 Advertising Before we talk about choosing the best way to advertise, we first have to discuss our Position

Slide 23 AdvertisingPositioning Positioning involves developing a marketing strategy aimed at a particular market segment - in order to achieve a desired position with respect to the competition, in the mind of the buyer.Positioning involves developing a marketing strategy aimed at a particular market segment - in order to achieve a desired position with respect to the competition, in the mind of the buyer. ie. That buyers will think a certain way about a product - re: its competitorie. That buyers will think a certain way about a product - re: its competitor

Slide 24 AdvertisingPositioning 1. By attributes - shampoo (Pantene Pro V) 2. By price - Zeller’s “lowest price is the law” 3. By competitor- Snapple, “We’re #3” 4. By application - Nutrigrain - until we get beamed to work! 5. By product user - consumer, industry, govt 6. By product class - convenience, shopping, specialty goods

Slide 25 Advertising Newspapers Magazines Magazines Television Television Radio Radio Direct Mail Direct Mail Outdoor Outdoor Media Selection ? - in which category is the most money spent

Slide 26 Advertising Newspapers - largest share of advertising, 26% Magazines - 12% Magazines - 12% Television - 2nd major category, 14% Television - 2nd major category, 14% Radio - 7% Radio - 7% Direct Mail Direct Mail Outdoor, billboards etc. - 6% Outdoor, billboards etc. - 6% Media Selection

MediaAdvantagesDisadvantages Newspapers FlexibilityShort lifespan Community prestigeHasty reading Intense coveragePoor reproduction Reader control of exposure Co-ordination with national advertising national advertising Merchandising service MagazinesSelectivityLack of flexibility Quality reproduction Long life Prestige associated with some magazines some magazines Extra services TelevisionGreat impactTemporary nature of Mass Coverage message RepetitionHigh cost FlexibilityHigh mortality rate for Prestige commercials Evidence of public distrust Lack of selectivity Advantages and Disadvantages of the Various Advertising Media

MediaAdvantagesDisadvantages RadioImmediacyFragmentation Low costTemporary nature of Practical audience message selectionLittle research information selectionLittle research informationMobility OutdoorQuick communication of Brevity of the message Advertising simple ideasPublic concern over Repetition aesthetics Ability to promote products available for sale nearby available for sale nearby Direct MailSelectivityHigh cost per person Intense coverageDependence on quality of Speed mailing list Flexibility of formatConsumer resistance Complete information Personalization Advantages and Disadvantages of the Various Advertising Media

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Slide 31 Advertising To produce, then additional money to get “air” time

Slide 32 Advertising Planning The Best Message What should an ad accomplish 1. Gain attention and interest 2. Inform and persuade 3. Lead to the person buying

Slide 33 Advertising Planning The Best Message “Copy Thrust” the words you say to get the attention 1. Copy - the text 2. Thrust - the intention, direction

Slide 34 Advertising Planning The Best Message “A I D A” A - Attention I - Interest D - Desire A - Action

Slide 35 Advertising Direct Response Ads Call ………….Call …………. See our web site at our web site at

Slide 36 Advertising The Advertising Campaign When developing a mktg comms strategy, you do not restrict your plan to just advertisingWhen developing a mktg comms strategy, you do not restrict your plan to just advertising Many things are also done such as direct mailing, PR, special events, radio, mediaMany things are also done such as direct mailing, PR, special events, radio, media

Slide 37 Advertising Pretesting The assessment of an advertisement’s effectiveness before it is actually used. Post-testing The assessment of advertising copy after is has been used. Assessing the Effectiveness of an Advertisement

Slide 38 Advertising A marketing specialist firm that assists the advertiser in planning and preparing its advertisements. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy. Advertising Agency

Slide 39 Advertising Having celebrities lend their name and influence to the promotion of a product. Celebrity Marketing

Slide 40 Advertising Marketing technique that associates a product with the positive perception of a type of individual or role. (ie. Naya water with healthy lifeguards) Role Model Marketing Sometimes used by companies who cannot afford to pay a celebrity.

Slide 41 Advertising Thanks