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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 8
ADVERTISING PLANNING
LECTURE OVERVIEW
In this lecture information will be provided about advertising planning specially the consumer
behavior, types of advertising .The communication objectives will also be explained besides the
positioning as required by the client for its product etc, and related strategies.
ADVERTISING PLANNING (CONSUMER BEHAVIOUR)
·
What motivates the buyer?
·
Why does buyer choose a specific brand over others?
·
Why does buyer buys from where he or she buys?
·
What makes buyer shift from one brand to another & from one shop to another?
·
What are buyer's reactions to newly introduced product?
·
What are the various stages buyer passes through before making a decision?
ADVERTISING OBJECTIVES
An advertisement, to be effective, should be
Seen--Read­Understood ­ Believed & Acted upon
So there are three objectives:-
·
Sales Objectives. Immediate increase in sales percentage(Chart No 1)
·
Communications Objectives. Increase in market share (Chart No 2)
·
Behavior related Objectives. Increasing company's brand usage rate among existing
consumers and Encouraging non-users to have trial consumption and / or purchase
Types of Advertising
·
Brand Advertising.
·
Retail or Local Advertising.
·
Political Advertising.
·
Directory Advertising.
·
Direct Response Advertising
·
Business to Business Advertising.
·
Institutional Advertising.
·
Public Service Advertising.
·
Interactive Advertising.
Target Audience
How to determine?
·
To whom is advertising addressed?
·
Where will the objectives be achieved?
Process of Identifying Target Audience
·
Identify the market.
·
Identify appropriate segments.
·
Decide criteria for selecting relevant segment.
·
Target audience. (selected segments)
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Advertising and Promotion (MKT621)
VU
SALES OBJECTIVES PROCESS Chart No. 1
Competitor
Economic
actions
Condition
Packaging
Brand
Image
Price
SALES
Consumer
Taste
Dist. Channel
Preferences
Management
Product
Other
Sales force
Quality
Promotional
Advertising
No & Quality
Features
Mix
COMMUNICATIONS OBJECTIVES Chart No 2
Behavioral
objectives
5%
Purchase
Reg. buy
10%Trial
Communication
objectives
15% Preference
20% Liking
30% knowledge
70%Generating Awareness
100 % Unawareness
Communication Response Pyramid
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Advertising and Promotion (MKT621)
VU
POSITIONING
·
Positioning is the foundation upon which all other marketing mix decisions are built.
·
Positioning involves a decision to emphasize or highlight certain aspects of a brand
So ­ Positioning is not what you do to the product, but is what you do to the minds of the
consumers through marketing communications.
Why Positioning
"It is the act of designing the company's offering and image to occupy a distinctive place in
the target market's mind." ..... Philip Kotler
Positioning Strategies
Following questions need answers:
·
Who am I : (Brand identity & Image)
·
What am I: (Functional capabilities of the product)
·
For whom am I: (Consumer segment I serve best)
·
Why me: (Powerful reason to choose me)
Seven Approaches to Positioning Strategy
·
Using product characteristics or customer benefit approach.
·
The price ­ quality approach.
·
The use or application approach.
·
The product user approach.
·
The product class approach.
·
The cultural symbol approach.
·
The competitor approach.
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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