1. Advertising Procedure
PowerPoint by Jahanzaib Yousaf

2. Nature of Advertising
Chapter # 1

3. Advertising is Communication
The AIDA Model
Attention
Interest
Desire
Action

8. Advertising is about
CREATIVITY

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

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

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

16. 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.

17. 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)

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

19. 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.

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

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

22. 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

23. 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.

24. 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.

25. 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.

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

27. 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.

28. 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.

29. 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.

30. Creative Exercise # 1 Matching Words to Visuals

31. 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

32. 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.

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

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

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

36. Business-to-Business Advertising

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

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

39. Idea Advertising

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

41. 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.

42. 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

43. 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.