Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising Mass persuasive communication paid for by an identified sponsor that makes use of various media

Advertising Developing and Advertising Programs

Advertising Objectives are classified by primary purpose Inform Persuade Remind Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time

Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product Setting Advertising Objectives

Informative advertising Persuasive advertising Comparative advertising Reminder advertising

INFORMATIVE A giant U Agency: O&M Reasons: Signature of mother brand Unilever U means You ( Indian Consumer) Canara Bank Agency: O & M Base Line: We all change for our loved ones

Persuasive Tata Tea Agency: Lowe Base Line: Har Subah bas Utho Mat, Jaago Re

Reminder

Comparative Advertisement

Table Possible Advertising Objectives

Features of advertising Paid Form Impersonal Presentation Speedy and mass communication Identified Sponsor

Importance of Advertising Draws attention to the product or brand Popularisation of products or brands or ideas Crucial for launch or announcement Helps in increasing sales Builds brands image Generates employment Use persuasion for results Target oriented

Advertising Factors to consider when setting the budget Product life-cycle stage- new products more ads, mature products less ads Market share- low share brand more ads Brands with more competition-more advertisement Undifferentiated brands - more ads Setting the Advertising Budget

Advertising Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of: Creating advertising messages Selecting advertising media Developing Advertising Strategy

Advertising Advertisements need to break through the clutter: Gain attention Communicate well Creating the Advertising Message

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