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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 39
COMPONENTS OF ADVERTISING
OVERVIEW
In this lecture the components of advertisement and its impact on mind with reference to the
effectiveness pertaining to brand focus and ad focus will be discussed, beside this measures
regarding using brand focused effectiveness will be highlighted. The students will be apprised
of making good ad campaigns for food products tourist destinations and medicines.
BUY - OLOGY OF MIND:
The suffix, "ology" is used to mean either "the study of" or "the science of". Here we are
discussing the science of consumption (or buying). In particular we address the role of the
mind, how it influences buying and brand choice and how to go about measuring it. In this
regard when we are exposed to an ad there are four components to remember
1. AD EXECUTION: It is the creative vehicle that we hope will make the audience sit up
and take notice and will made a breakthrough for capturing the attention by its capacity to
deliver the message.
2. THE PRODUCT: The ad should clearly detail the product benefits and highlight its
uniqueness.
3. THE BRAND: The most common problem in advertising is registering the correct brand
in memory as don't have to see the brand but you get the brand all the same.
4. THE MESSAGE: The message is very vital as it is the one which changes the mind set
through its effectiveness and convincing exposition.
OTHER MEASURES OF ADVERTISING EFFECTIVENESS:
The main measures as given in the chart below focus on the add itself ­ ad recognition, ad
recall, message take out and liking and believability of add.
Brand ­ focused
Ad ­ focused
Purchasing behavior
Ad recognition
Attitudes-buying intentions
Ad recall
Brand awareness
Correct branding
Brand Image
Message takeout
Ad liking
Ad believability
USING BRAND FOCUSED MEASURES:
In order to elaborate further on brand focus measures following 4 measures can be consider:
1. Are more buyers buying it? ­ Measure Brand Behavior
2. Are they ready to buy it? ­ Measure Brand attitudes or intentions
3. What do they think about it? ­ Measure spontaneous brand awareness
4. Do they indulge in buying? ­ Measure brand image association
MAKING GOOD AD CAMPAIGNS:
Good ad campaigns are those which help in achieving the objectives in the most effective way.
The adverting of food products have many problems in order to overcome them following
strategy will help in making a good campaign for food products in print and electronic media.
·  Make ads around appetite appeal.
·  The Larger food illustration, more appetite appeal.
·  Devote Food Ads to food more.
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Advertising and Promotion (MKT621)
VU
·  Use Color. Food looks more appetizing in color than black & white.
·  Use photographs-they have more appetite\appeal than artwork.
·  One photograph is better than two or more. If you have to use more photos, make one of
them dominant.
·  Give recipe whenever you can. Housewife is always on the lookout for new ways to
please her family.
·  Illustrate your recipe in your main photo.
·  Get news into your advertisement whenever you can.. News about new product etc.
·  Make your headline specific, rather than general.
·  Include your brand name in your headline.
·  Locate your headline and copy below your illustration.
·  Be serious and don't use humor or fantasy.
TELEVISION
·  Show how to prepare your product.
·  Show your product early in the commercial.
·  Use sound effects relevant to product.
RADIO
·  Describe how to prepare your product.
·  Mention your product early in commercial.
·  Use sound effects relevant to product.
TOURIST DESTINATIONS:
Travel and tourism has become a part and parcel of the life of modern day people in order to
attract them to countries. Tourist operators use advertising to promote and project their
destinations, following conclusions can be useful to make a good tourism advertising.
·  Destination advertising is bound to affect. The image of the country concerned, it is
politically important to project it favorably.
·  Tourists want to see unique things. So show those.
·  Project things which people will never forget.
·  Ads should appear in media which people read to travel long distances.
·  The biggest barrier to travel is its cost. Ads should rationalize costs by selling its cultural
& status overtones.
·  People dream about faraway places. Your ads should convert their dreams into action.
·  Use combination of mouth watering photographs & specific information.
·  Patterns of travel are peculiarly subject to fashion. Your ads should put your country on
the map where every one is going.
MEDICINES ­ ADVERTISING DRUGS IS AN ART:
Advertising medicines is a special art following are the principles which should be used by
those who want to practice this art.
·  Should highlight the difference between your brand and of the competitors.
·  A good medicine advertisement should contain news.
·  A good medicine ad should have the feeling of seriousness.
·  A good medicine ad should convey a feeling of authority.
·  The ad should explain the disease as well.
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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