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					    ADVERTISING



Definition:
    Is a form of indirect communication based on
    information about the advantages or benefits of a
    product, which is structured in such a way as to cause a
    sense of fun that will change one's mind to make a
    purchase.

Main Functions:
 1. Informative
 2. Persuading
 3. Entertainment

Properties Ads:
 1. Public Presentaion
 2. Pervasiveness
 3. Amplified Expressiveness
 4. Impersonality



PROMOTION STRATEGY                                        1
The decision in Advertising
                                               Decision
                                               Messages

                                              Message
                                               Strategy
                                              Implementati
                                               on of
                                               message
    Goal Setting         Budget Decision                        Campaign
                                                                 Evaluation
    Sales goals          Approach               MEDIA         Impact
    Communic              based on the       Range of           Communic
     ations                ability             frequency          ations
     Objectives           Percentage of       effects          Impact
                           Sales              The types of       Sales
                          Offsetting          major media
                           Competitors        Forum for the
                          Objectives          specific
                           and tasks           media
                                              The timing of
                                               delivery




Factors to consider in determining the budget
Advertising:
  1. Stage in Product Life Cycle
  2. Market Share
  3. Competition and interference
  4. The frequency of advertising
  5. Product differentiation




PROMOTION STRATEGY                                                   2
Define Advertising Objectives:

Informative Advertising
To Inform:
 Inform the market about a new product      Describe the services available
 Propose a new use of a product             Correcting the wrong impression
 Inform the market about price change       Reduce packaging buyer
 Explain the workings of a product          Build corporate image
Persuasive Advertising
To Persuade:
 Forming a brand preference                 Persuading buyers to buy now
 Encourage the transfer of brand            Persuading the buyer to receive a sales
 Changing perceptions of buyers about        call
   product attributes
Reminder Advertising
To Remind:
 Remind the buyer that the product may      Make a buyer still remember even
   be needed later                            though the product is not in season
 Remind customers where to buy it           Remind awareness summit



Ads Classification:
1. Aspect Messages:
    Product Advertising
    Institutional Advertising

2. Aspect Objectives:
    Pioneering Advertising (Informative Advertising)
    Competitive Advertising (Persuasive Advertising/
     Comparative Advertising)
    Reminder Advertising




PROMOTION STRATEGY                                                                 3
3. Aspect Owner Ads:
    Vertical Cooperative Advertising
    Horizontal Cooperative Advertising

Selecting Advertising Media:
Steps:
   Decide coverage, frequency, and impact
   Choosing among major media types
   Select specific media vehicles
   Set the exposure time

Media Selection Procedure:
 1. Cost- Per- Thousand Contacts Comparison
 2. Matching of Audience and Media Characteristics

Alternative Media:
1. Print Media:
     Newspapers
     Magazines
     Tabloid, brochures, flyers, etc..

2. Electronic Media:
     TV
     Radio




PROMOTION STRATEGY                                   4
3. Outdoor Media:
     Bill Board
     Baleho
     Posters
     Banner
     Giant Balloon, etc.

4. Below The Line:
     Exhibition
     Direct Mail
     Ponit of Purchase/ dispaly
     Calendar




PROMOTION STRATEGY                 5

				
DOCUMENT INFO
Description: Advertising. Is a form of indirect communication based on information about the advantages or benefits of a product, which is structured in such a way as to cause a sense of fun that will change one's mind to make a purchase.