COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND

<< SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING

CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED, >>

Advertising and Promotion (MKT621)

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.

118

Advertising and Promotion (MKT621)

· 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.

119

Table of Contents: