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Advertisement s
Ms Deepti Lathwal
DEFINITION:
Reader’s Digest : “ The act or practice of attracting public notice so as to create interest or induce purchase through any system or method is called advertising.”
American Marketing Association : “Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Ms Deepti Lathwal
Types of advertisements Brand Advertising
Ms Deepti Lathwal
Retail or Local Advertising
Ms Deepti Lathwal
Political Advertising Directory Advertising Business to Business Advertising Public Service Advertising
Ms Deepti Lathwal
Interactive Advertising
Ms Deepti Lathwal
US ADVERTISING SPENDING RANK
ADVERTISER
ADD SPENDING
1 2 3 4 5 6
GENERAL MOTERS PEPSI CO WALT DISNEY CO UNILEVER MCDONALD'S CORP IBM CORP
3934.8 2100.7 1757.5 1453.6 1273.9 1189.0
Ms Deepti Lathwal
EFFECTIVE ADVERTISING
Good advertising is no accident, but a result of careful planning and execution.
Ms Deepti Lathwal
During the planning
phase a manager has to take consider “The Five Ms” :
Ms Deepti Lathwal
MESSAGE MISSION MONEY
MEASUREMENT
MEDIA
Ms Deepti Lathwal
MISSION: What are the advertising objectives?
Informative or Introductive advertising (Apple products ads, ads of BSNL telecom services)
Persuasive advertising (Nike campaigns have helped increase sales by 300% during the last decade.)
Ms Deepti Lathwal
Reminder advertising
(Pepsi-cola has been advertised continuously over the last 50 years.) Reinforcement advertising (convince current purchasers that they made the right choice) Automobile ads often depict satisfied customers
Ms Deepti Lathwal
MONEY: How much can be spent? MESSAGE: What message should be sent? MEDIA:
Ms Deepti Lathwal
MEDIA
REACH
FREQUENCY
Ms Deepti Lathwal
IMPACT
•
•
•
Reach (more important when launching new products or extension of well-known brands ) Frequency (more important when no. of competitors, a complex story to tell, high consumer resistance or frequent purchase cycle) Impact (a food ad in HEALTH magazine would have a higher impact than in FORTUNE magazine)
Ms Deepti Lathwal
MAJOR MEDIA TYPE RADIO NEWSPAPERS MAGAZINES YELLOW PAGES OUT DOOR
Ms Deepti Lathwal
Major Media types……… 3. 4. 5.
TELIVISION DIRECT MAIL OR INTERNET Www Home Pages Pop-ups Banner Ads
Ms Deepti Lathwal
MEASUREMENT:
How should the results be evaluated? Communication impact Sales impact
Ms Deepti Lathwal
ADVERTISING AND SOCIAL RESPONSIBILITY
1. 2. • • •
3. • • •
PUBLIC SERVICE ANNOUNCEMENTS SOCIAL ISSUES WHICH SHOULD BE CONSIDER:ETHICAL ISSUES CONTROVERSIAL PRODUCTS:Tobacco Alcohol Gambling SENSITIVE ISSUES: Racial discrimination Child labour Violence
Ms Deepti Lathwal
THANK YOU
Presented by : DEEPTI LATHWAL Ms Deepti Lathwal
Ms Deepti Lathwal
DEFINITION:
Reader’s Digest : “ The act or practice of attracting public notice so as to create interest or induce purchase through any system or method is called advertising.”
American Marketing Association : “Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Ms Deepti Lathwal
Types of advertisements Brand Advertising
Ms Deepti Lathwal
Retail or Local Advertising
Ms Deepti Lathwal
Political Advertising Directory Advertising Business to Business Advertising Public Service Advertising
Ms Deepti Lathwal
Interactive Advertising
Ms Deepti Lathwal
US ADVERTISING SPENDING RANK
ADVERTISER
ADD SPENDING
1 2 3 4 5 6
GENERAL MOTERS PEPSI CO WALT DISNEY CO UNILEVER MCDONALD'S CORP IBM CORP
3934.8 2100.7 1757.5 1453.6 1273.9 1189.0
Ms Deepti Lathwal
EFFECTIVE ADVERTISING
Good advertising is no accident, but a result of careful planning and execution.
Ms Deepti Lathwal
During the planning
phase a manager has to take consider “The Five Ms” :
Ms Deepti Lathwal
MESSAGE MISSION MONEY
MEASUREMENT
MEDIA
Ms Deepti Lathwal
MISSION: What are the advertising objectives?
Informative or Introductive advertising (Apple products ads, ads of BSNL telecom services)
Persuasive advertising (Nike campaigns have helped increase sales by 300% during the last decade.)
Ms Deepti Lathwal
Reminder advertising
(Pepsi-cola has been advertised continuously over the last 50 years.) Reinforcement advertising (convince current purchasers that they made the right choice) Automobile ads often depict satisfied customers
Ms Deepti Lathwal
MONEY: How much can be spent? MESSAGE: What message should be sent? MEDIA:
Ms Deepti Lathwal
MEDIA
REACH
FREQUENCY
Ms Deepti Lathwal
IMPACT
•
•
•
Reach (more important when launching new products or extension of well-known brands ) Frequency (more important when no. of competitors, a complex story to tell, high consumer resistance or frequent purchase cycle) Impact (a food ad in HEALTH magazine would have a higher impact than in FORTUNE magazine)
Ms Deepti Lathwal
MAJOR MEDIA TYPE RADIO NEWSPAPERS MAGAZINES YELLOW PAGES OUT DOOR
Ms Deepti Lathwal
Major Media types……… 3. 4. 5.
TELIVISION DIRECT MAIL OR INTERNET Www Home Pages Pop-ups Banner Ads
Ms Deepti Lathwal
MEASUREMENT:
How should the results be evaluated? Communication impact Sales impact
Ms Deepti Lathwal
ADVERTISING AND SOCIAL RESPONSIBILITY
1. 2. • • •
3. • • •
PUBLIC SERVICE ANNOUNCEMENTS SOCIAL ISSUES WHICH SHOULD BE CONSIDER:ETHICAL ISSUES CONTROVERSIAL PRODUCTS:Tobacco Alcohol Gambling SENSITIVE ISSUES: Racial discrimination Child labour Violence
Ms Deepti Lathwal
THANK YOU
Presented by : DEEPTI LATHWAL Ms Deepti Lathwal
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