Message and Appeal to the target audience

1. MISSION  Sales goals  Advertising objectives

2. MONEY Factors to consider  Stage in P L C  Market share  Consumer base  Competition  Clutter  Ad frequency

3. MESSAGE  Message generation  Message selection and evaluation  Message execution  Social responsibility review

4. MEDIA  Reach, Frequency, Impact  Types  Vehicles  Timing  Geographical allocation

5. MEASUREMENT  Communication impact  Sales impact

An advertising objective is a specific communication task with a specific achievement level to be achieved with a specific audience in a specific period of time

1. Inform 2. Persuade 3. Remind 4. Reinforce

1. INFORMATIVE ADVERTISING  Create brand awareness  Knowledge of new products  Features of existing products  Ensuring brand attitudes

2. PERSUASIVE ADVERTISING  Create: Liking / Preference / Conviction / Purchase desire  Comparative advertising often used  “UJALA” fabric whitener  “SUBHIKSHA” supermarket: price, range, etc

3. REMINDER ADVERTISING Expensive Cola ads

4. REINFORCEMENT ADVERTISING  Automobile ads showing satisfied buyers

Five factors to consider

INSTITUTIONAL ADSPRODUCT ADSSPL PROMOTIONSCLEARANCES

 Existing Market Share is inversely proportional to spend  Expanding Market Share is directly proportional to spend

 Large number of competitors, with high spending will demand higher “hearing” expenditure  Simple clutter will also create the need for heavier outlays

 Needed Repetitions will obviously increase spends

 Ads need to create the differential image

Communication is an art and a science

MESSAGE STRATEGY CREATIVE STRATEGY WHAT is being conveyed? HOW are the claims expressed?

 List of POP gets longer and longer  Advertisers look for the “Big Idea”  Marketer provides the creative brief  Advertiser prepares the positioning statement  Technology reduces cost of alternative themes  Latest approach is “open sourcing” since costs are lowered Insight is the key

 Target market?  Communication objectives?  Creative theme?  Message strategy?

1. Is the message clear? 2. Can you tell what the Ad is all about? 3. Is the benefit in the headline? 4. Does the illustration support the headline? 5. Does the first line of the copy support or explain the headline / illustration? 6. Is the Ad easy to read? 7. Is the product easily identified? 8. Is the brand / sponsor easily identified?

MEDIUMADVANTAGESLIMITATIONS NEWSPAPERSFlexibility Timeliness Good local market coverage Broad acceptance High believability Short life Poor reproduction Small “pass- along” audience

MEDIUMADVANTAGESLIMITATIONS TELEVISIONCombines sound, sight, motion Appeals to the senses High attention High reach High absolute cost High clutter Fleeting exposure Less audience selectivity

MEDIUMADVANTAGESLIMITATIONS DIRECT MAILAudience selectivity Flexibility No direct competition Personalization Image of “junk mail” High relative cost

MEDIUMADVANTAGESLIMITATIONS RADIOMass use High geographic and demographic selectivity Only audio Lower attention Non standard rate structure Fleeting exposure

MEDIUMADVANTAGESLIMITATIONS MAGAZINESHigh geographic and demographic selectivity Credibility Prestige High quality reproduction Long life Good “pass along” readership Long Ad purchase lead time Some waste circulation No position guarantee

MEDIUMADVANTAGESLIMITATIONS HOARDINGS / WALL PAINTINGS Flexibility High repeat exposure Low cost Low competition Creative Audience selectivity

MEDIUMADVANTAGESLIMITATIONS TELEPHONEMany users Personal touch High cost if employees used

MEDIUMADVANTAGESLIMITATIONS INTERNETHigh selectivity Interactive possibilities Relatively low cost New media Low users in some countries