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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 10
ADVERTISING MESSAGE
LECTURE OVERVIEW
In this lecture we will look further at the universal advertising standards partially covered in the
last lecture. We will also deal with the designing of messages, format and structure. We will
further acquaint you with various terms used in advertising and key issues to be analyzed for
advertisements. We will also delve upon different stages of developing a media plan.
UNIVERSAL ADVERTISING STANDARDS
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Does this advertisement position product simply & with unmistakable clarity?
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Is this advertising built on compelling & persuasive consumer benefit?
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Does this advertising create a brand personality?
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Is this advertising unexpected?
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Is this advertising single minded?
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Does advertising contain a power idea?
·  Be describable in simple word.
·  Likely to attract attention.
·  Revolve around the benefit.
·  Allow us to brand the advertising.
·  Make it possible for the prospect to experience the product or service.
·
Does advertising reward the prospect?
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Is advertising compelling?
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Is advertising attractive?
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Message Generation.
·
Message Evaluation & Selection.
·
Message Execution.
DESIGNING MESSAGE
1. What to say? (content)
2. How to say logically?
3. How to say symbolically? (format)
4. Who should say it? (source)
Message Content
Rational:  benefits like quality, value,
performance, economy etc.
Emotional: Negative - fear, guilt, shame
Positive ­ love, pride, joy.
Moral:
directed to audience for
used for social causes.
ADVERTISING MESSAGE FORMAT
Good Sequence & manner of presentation will result in maximum effectiveness.
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Advertising and Promotion (MKT621)
VU
PRINT MEDIA
headline, copy, illustration & color will be used.
RADIO
words & voice quality etc.
TELEVISION
words, voice quality, body language, facial expressions, dress, posture etc.
Attractive source is the best source e.g. Celebrities, professionals are used
As spokes persons.
ADVERTISING MESSAGE STRUCTURE
·  Order of presentation
·  Verbal vs. visual
·  Sidedness ­ single / double
·  Refutation
BASIC TERMS & CONCEPTS.
Media Planning
­ a process of determining how to use time & space of media to achieve advertising objectives.
Media Plan
­ a guide for media selection - plan of action.
Medium
­ a single form of communication e.g. TV, radio, billboards, online media.
Media Mix.
-- combination of media to be used.
Media Class.
-- type of medium like TV, Radio etc.
Media Vehicle.
-- single program, magazine or radio station.
Media Option.
-- full page / half page, color or black & white etc.
Above the line Media.
-- such as broadcast, press, outdoor, cinema, posters etc in which ad agency gets commission.
Below the line Media.
-- such as direct mail, sales promotion, exhibitions, sales literature etc.
Reach
-- measure of the number of different audience exposed at least once.
Coverage.
-- refers to potential audience might be exposed to the ad message.
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Advertising and Promotion (MKT621)
VU
Frequency.
-- refers to number of times the audience is exposed to advertisement message.
Scheduling.
-- specify how media options are scheduled.
Flighting ­ Continuous ­ Pulsing
Timing.
-- Selection of specific times.
(Marketing analysis imperative)
KEY ISSUES TO BE ANALYSED
·  To whom should we advertise?
·  What internal & external factors may influence media plan?
·  Where & when should we focus our efforts?
DEVELOPING MEDIA PLAN -5 STAGES
Market situation analysis
Developing media objectives
Identification & selection of media
strategy (media mix)
Media strategy implementation
Evaluation control
MEDIA PLAN EXECUTION
Criteria for Execution
·  Media Mix.
·  Target Market Coverage.
·  Geographical Coverage.
·  Scheduling.
·  Reach.
·  Frequency.
·  Creative aspects & mood.
·  Flexibility.
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Advertising and Promotion (MKT621)
VU
·  Budget considerations.
ADVERTISING BUDGET
4 Methods to determine
·  AFFORDABLE RATE.
·  PERCENTAGE OF SALES METHOD.
·  COMPETITIVE PARITY METHOD.
·  OBJECTIVE & TASK METHOD.
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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