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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 4
ADVERTISING AND SOCIETY
LECTURE OVERVIEW
This lecture will identify the relationship and effect of advertising on Society. We will also
delve upon the impact of advertising on various segments of society like women, children etc.
We will also explain about ethics in advertising, code of ethics and the role of advertising as a
marketing tool and related marketing process.
ADVERTISING AND SOCIETY
The benefits of Advertising ­ Immediate
1.
Numerous material & human resources are devoted to advertising.
2.
Practically everywhere.
3.
No one can escape influence of Advertising.
4.
Has potential for good but depends upon the realization.
PRACTICAL BENEFITS
Economic Benefits: Generation of new jobs ­ Higher Incomes, comfortable & humane way of
living.
Political benefits: Significant contribution for informing people about candidates & the party
etc.
Cultural Benefits: Contributes positively in decisions about media content for betterment in
society
Moral & Religious Benefits: faith messages etc.
IMPACT OF ADVERTISEMENTS ON CHILDREN
Children are impressionable so: advertiser should ----
·
Take into account knowledge & maturity level of target audience
·
Not exploit imaginative quality of children.
·
Communicate information accurately & truthfully.
·
Use advertising to influence social behavior in a positive way.
·
Contribute to parent - child relationship in a constructive way.
IMPACT OF ADVERTISEMENTS ON WOMEN
She is at the centre of all advertisements in almost all media. Woman is an embodiment of
tradition & practically no ad is complete if emotional appeal is underscored without a woman
as she plays a pivotal role in the family.
Woman is used to grab attention and stimulate
desire which advertiser wants to transform to product.
ETHICS IN ADVERTISING
Why Ethics?
PUFFERY ­ Exaggerated, fantastical or impossible claims. e.g. a cosmetic ad. says
"There are only 3 steps between you and the beauty."
SHOCK ADS. ­ Trying to captivate audience by shocking message e.g. "Death
cigarettes".
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Advertising and Promotion (MKT621)
VU
WEASEL CLAIM ­ Where a probable claim is shown e.g. "probably the best show of
the year." Here word `probably' is weasel. Or e.g. ABC medicine "helps" stop gas
before it starts" here the word `help' is weasel.
CODE OF ETHICS IN ADVERTISING
·
Advertisements will not offend morality, decency and religious views / beliefs of the
viewers.
·
Should not be directed towards any religious or political end.
·
Should not endanger safety of children or create in them any interest in unhealthy
practices.
·
Indecent, vulgar, suggestive, repulsive or offensive treatment of themes shall be
avoided.
ADVERTISING ­ A MARKETING TOOL
MARKETING CONCEPTS
Exchange: Core concept of marketing ­ Means the exchange of a product between the seller &
the buyer.
Transaction: When an agreement is reached between two parties, a transaction takes place.
Needs, Wants & Demands: Important for marketer to understand and interpret these of the
target market.
·
Need is a basic human necessity
·
When need is specific, it is want.
·
A want for specific product supported by an ability to pay is demand.
Value: Always remember the statement "Value for money"
Basic Equation
Value = Benefit / Cost
Marketplace & Market space:
Marketplace is Physical like a store and Market space is digital like internet.
Marketing Process:
Four major stages:
·
The marketing environment analysis
·
The target market & positioning process
·
Marketing Mix decisions
·
Ultimate consumer
MARKETING PROCESS
4 P's VS 4 C's
FOUR P's
FOUR C's
PRODUCT
CUSTOMER SOLUTION
PRICE
CUSTOMER COST
PHYSICAL DISTRIBUTION
CONVENIENCE
PROMOTION
COMMUNICATION
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Advertising and Promotion (MKT621)
VU
In fact following questions would need to be answered.
·
Where & whom to sell broadly?
·
How to select homogenous groups of customers?
·
How to differentiate the brand from many others in the market?
This helps marketer in making critical decisions for competing in market. Such decisions are
"Marketing Mix Decisions" ­ broadly known as 4 P's as above but have now expanded to 7 P's
such as:
1.
Product
2.
Price
3.
Physical Distribution
4.
Promotions
5.
Packaging
6.
People
7.
Process
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD