Advertising Procedure PowerPoint by Jahanzaib Yousaf

Nature of Advertising Chapter # 1

Advertising is Communication The AIDA Model Attention Interest Desire Action

Advertising is about CREATIVITY

Advertising Vs Publicity Difference between Advertising & Publicity is based on three C COST CONTROL CREDIBILITY

Promotional Mix Advertising Publicity Personal selling Sales Promotion Public Relations Direct Marketing

Integrated Marketing Communications (IMC) Advertizing Personal Selling PR Sales Promotion Direct Marketing

The joint planning, coordination and execution of all elements of Marketing communications to achieve marketing objectives of the firm. A combination of tools such as advertising, sales promotion, public relations, and personal selling and direct marketing efforts are used to provide clarity, consistency, and maximum communications impact.

The logic of Advertising “Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow.” (Bruce Barton)

The logic of Advertising Advertising gives us “The Right to Choose”

Advertising A paid for, formal, non-personal, persuasive message (communication) by an identified sponsor and through an identified media, designed for a specific audience to inform or to influence to act in the desired manner.

Advertising Basics Paid Form Non-Personal Identified Sponsor Identified Media Information Persuasion Multiple Forms of message Target Audience Wide scope Creativity

THE FOUR PLAYERS OF ADVERTISING THE ADVERTISER (sponsor) THE ADVERTISING AGENCY THE MEDIA THE VENDORS

Media Hierarchy Media Class: Economist Asia news week Times Electronic Print Out of home Media Type: (Print) Newspaper Magazine Directories Media Category: (Magazine) Business Magazine Sports magazine Fashion magazine Entertainment magazine Media Vehicle: (Business magazine) Economist Asia news week Times Heralds

ADVERTISING OBJECTIVES To announce a new product or service. To expand current offerings to new users. To announce modifications in product, such as new features, flankers or package changes. To announce price changes. To make special offers, such as gifts, premiums, coupons, contests or specialties etc. To invite enquiries. To support direct sales, such as mail order selling.

ADVERTISING OBJECTIVES To obtain dealers or distributors To announce location of dealers. To motivate channel members/dealers To test consumer response or effectiveness of media. To educate consumers. To increase or maintain sales/market share. To counter-act competition. To regain lost customers. To support and motivate Sales force. To recruit staff. To attract investors. To export. To announce trading results.

Creative Exercise Each team has to conceive and develop a story line for a public service Message for the de-marketing of the use of plastic shopping bags and to urge the general public to minimize the use of plastic Bags. Also develop a punch line for your message.

IMPORTANCE & ROLES OF ADVERTISING What advertising does for consumers What advertising does for business What advertising does for society

WHAT ADV. DOES FOR CONSUMERS CONSUMER AWARNESS. ADVERTISING HAS MADE CONSUMER VERY POWERFUL AS WELL AS CAREFUL. HELPS IN BUYING DECISIONS SELECTION OF THE RIGHT PRODUCT TO MATCH ONE’S NEEDS EASILY. SAVES TIME IN BUYING. ENSURES HIGHER QUALITY PRODUCTS AT CHEAPER PRICES.

WHAT ADV.DOES FOR BUSINESS INCREASED BRAND EQUITY. INCREASED SALES & PROFITABILITY. PRODUCT DIFFERENTIATION. STRONG POSITIONING. STEADY DEMAND. QUICK TURNOVER & SMALL INVENTORIES. LOWER COSTS. GREATER DEALER INTEREST. INCREASED CONTROL OVER PRODUCT PRICE. SUPPORTS PERSONAL SELLING EFFORTS. OVERALL BUSINESS EXPANSIONS.

WHAT ADV.DOES FOR THE SOCIETY GENERAL AWARENESS & EDUCATION. CHANGE IN MOTIVATION & BETTER STANDARDS OF LIVING. SOCIAL CHANGE. DEVELOPMENT OF MASS MEDIA. PROMOTES POSITIVE THEMES. GAINFUL EMPLOYMENT OPPORTUNITIES. ENCOURAGEMENT OF ARTISITS.

Creative Exercise # 1 Matching Words to Visuals

WHAT MAKES AN AD GREAT ENGAGE THE MIND OF THE AUDIENCE. DELIVER AN EFFECTIVE SELLING MESSAGE. TALK THE TALK. (SIMPLE LANGUAGE) CREATE AN IMAGE. USE EFFECTIVE APPEALS. SOUND COMMUNICATION STRATEGY. CREATIVITY. STRONG AND EFFECTIVE EXECUTION OF ADV. CAMPAIGN

THE GOLDEN PRINCIPLES YOU CAN’T IMPRESS EVERYBODY. (SELECT YOUR AUDIENCE FIRST) “WHAT IS SAID” IS NOT IMPORTANT “HOW IT IS SAID” IS WHAT REALLY MATTERS. OFFER A CLEAR DIFERENTIATION.

PUBLIC TRUST IS CRITICAL. THINK GLOBALLY, ACT LOCALLY. PROMISE A STRONG BENEFIT. USE DIFFERENT ADS TO INFORM & PERSUE. USE INTEGRATED COMMUNICATION PROGRAMS

Classification of Advertising Business to Business Advertising(B2B) Business to consumer Advertising(B2C) Non-product Advertising

B2B Advertising Trade Advertising Industrial Advertising Professional Advertising Corporate (Institutional) Advertising

Business-to-Business Advertising

B2C Advertising National Advertising Retail (Local) Advertising End-product (Primary demand) Advertising Direct-response Advertising

Non-product Advertising Idea Advertising Service Advertising Public service Advertising Specialty Advertising

Idea Advertising

Contemporary Advertising Transit Advertising Shelter Advertising POP Displays Internet Advertising Product Packages Adverts through Utility Bills & Invoices BTL (Below the line) Adv.

The Advertising Department The department within an organization which is responsible for advertising its products or services. Also called in-house creative department. It may be a part of the Marketing department or a separate independent department. Unilever Pakistan runs its own in-house creative deptt. Responsible for planning and coordinating advertising efforts for its brands, such as LUX or Sunsilk.

The Advertising Department (cont’d) Centralized advertising departments are used by many multi-national firm operating in many different countries, where advertising services are managed from corporate head quarters. E.g. Pepsi cola International(PCI) Many companies use decentralized advertising departments where each division or region performs it own advertising function. E.g. LG and P&G

Group Exercise # 1 Keeping in mind various forms of advertising, a group of 4 students are expected to identify which form is most suitable for which type of product or service.