Fundamentals of Advertising
Promotion
It is a communication package in marketing which aims to exchange information between buyers and sellers.
Promotional Mix
Advertising
Elements of the Promotional Mix
Publicity
Personal Selling
Sales Promotion
Advertising
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media.
Advertising Defined
Non-personal Communication Usually paid for By an identified sponsor Persuasive in nature About products, ideas or services Through various media
Characteristics of Advertising
Advertising
Communication Mode Communication Control Feedback Speed Message Flow Direction Sponsor Identification Reaching Large Audience Message Flexibility Indirect and non-personal Low Delayed One-way Yes Fast Same message to all audiences
The Nature of Advertising
advertising is distinguished from other forms of promotion as follows it has a verbal and/or visual message the sponsor of the message is identified delivery is through recognizable media there is payment by the advertiser to the media for carrying the message advertisers are increasingly being able to reach specific audiences with tailor-made messages
Communication
The process by which we exchange or share meanings through a common set of symbols. .
Communication Goals
Four broad communication goals Generate attention Be understood Be believed Be remembered
Advertising and communication
(((Noise)))
Source Coded Message Medium of Transmission
(((Noise)))
Decoded Message Receiver or Audience
Feedback
The AIDA Concept
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
AIDA and the Hierarchy of Effects
Purchase Conviction Preference Liking
Knowledge Awareness
Attention
Interest
Desire
Action
Objectives of Advertising
Informing Reminding
Target Audience
Persuading
Objectives
Informative Objective
Increase awareness
Explain how product works
Suggest new uses
Build company image
Objectives
Persuasion Objective
Encourage brand switching Change customers perception of product attributes Influence buying decision
Objectives
Reminder Objective
Remind customers that product may be needed
Remind customers where to buy product Maintain customer awareness
Advertising objectives and the product life cycle
Introduction
General promotional objectives
Define objectives and plan promotional campaign Screen concepts, create advertisements, and plan media selection
Advertising strategy
Advertising objectives and the product life cycle
Growth
General promotional objectives
Create product acceptance and brand preference Emphasize advantages of product and brand Persuasive communications
Advertising strategy
Primary objective of
message
Advertising objectives and the product life cycle
Maturity
General promotional objectives Advertising strategy
Maintain and enhance brand loyalty; convert
buyers
Reminder and emotional advertising; stimulate repeat purchases
Primary objective of message
Reminder communications
Advertising objectives in relation to the stage in the product life cycle
Key Concepts of Advertising
Strategy
Creative
idea Execution Media
The logic and planning behind the ad Advertisers develop ads to meet objectives Advertisers direct ads to identified audiences Advertisers create messages that speak to the audiences concerns Advertisers run ads in the most effective media
Key Concepts of Advertising
Strategy
Creative
idea Execution Media
The central idea that grabs the consumers attention Creativity drives the entire field of advertising
Key Concepts of Advertising
Strategy
Creative
idea Execution Media
Execution of the effective ads to reach to the target customers.
Key Concepts of Advertising
Strategy
Creative
idea Execution Media
Communication channels that reach a broad audience How to deliver the message is just as important coming up with the creative idea of the message
The Functions of Advertising
Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences
The Key Players
Advertiser
(client) Agency Media Audience
Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency
The Key Players
Advertiser
(client) Agency Media Audience
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department In-house agency
The Key Players
Advertiser
(client) Agency Media Audience
The channels of communication that carry the message to the audience Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches
The Key Players
Advertiser
(client) Agency Media Audience
The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
