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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 37
CONTINUOUS TRACKING
OVERVIEW
In this lecture the students will be explained about the various methods of the continuous
tracking of advertising campaign and how it is done. A brief description about the planning of
campaign and the concept of image and reality will be explained for the effectiveness of an
advertisement. The students will be introduced with the concept of how to understand
advertisements and few basic questions in this context.
CONTINUOUS TRACKING:
A smart advertising executive or advertising agency is the one who keeps constant watch and
vigil over the effects and results of the advertising campaign, in this can only be done by
continuous tracking of the campaign performance and demand. Following are important points
to note about continuous tracking:
·  Does Advertising work in this market?
·  What type of advertising works?
·  How does it work?
·  Does advertising change attitudes & then behavior?
·  Identify, what works and what does not?
RESEARCH CAN HELP
Research is a very important source of getting timely information for necessary fine tuning to
be corporated in the campaign either prior to the release or during the launch. Research can
help in the following way.
·  Its role as an "Early warning system"
·  Its ability to reveal changing market patterns.
·  Its ability to capture unexpected events.
·  Its asset value as accumulative database resource.
It must be remembered that as explained below if you will not be tracking the advertisement
campaign continuously, your competitor will be doing so and they might over shadow your
campaign because of following two factors.
·  Markets are dynamic.
·  They are like a moving picture.
PLANNING CAMPAIGN:
It must be understood that while preparing an advertisement campaign the consumers must be
kept in mind and the strategy should revolve around the consumer mind set as advertisements
are addictive the more you have the less you remember. In this context following strategical
points we remember:
Ads are addictive ­ the more you have the less you remember.
·  The execution. IS IT A GREAT AD?
·  Money spent. HOW MUCH EFFORT PUT IN?
·  What is scheduling. FROM WEEK TO WEEK?
·  No: of competitors. ON AIR SAME WEEK.
·  Level of involvement of the target audience.
·  The Ad objective?
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Advertising and Promotion (MKT621)
VU
IMAGE & REALITY:
It is common with human beings that they see things in different ways to illustrate this
statement following two pictures explain this concept.
See in the picture below what you think is it rabbit or a duck?
Or in the picture below is it a vase or two faces. Basically it is the concept of White on black or
black on white. Basically what you are using to make sense of what you see is called "frame of
reference". This generates a perception.
EVALUATING A BRAND:
When we evaluate a brand we try to do so by evaluating their attributes or features, this is done
for two reasons:
a) Problem of what features brand has?
b) How to interpret features?
By perceiving a product or service: A product or service can be perceived through "overlay of
frame of reference" but this is possible only through experience.
HOW TO UNDERSTAND ADS
Advertisements are basically very interesting to watch and they make in roads in the mind set
of the people. Following are the guidelines of understanding an ad:
1.
We recognize that it is an ad.
2.
Then we immediately try identifying what the ad is for.
3.
Consequently our minds gain information.
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Advertising and Promotion (MKT621)
VU
BRAND REMINDERS
·  Ads reinforce the salience of Brand in mind.
·  Information has to be first stored in mind.
PART OF THE AD WE FOCUS
1. Things that are already known ­ Being reminded.
2. Things that are new.
ASK BASIC QUESTIONS
In order to make the ad understandable following two questions need answering.
·  Who is the Ad talking to?
·  Who is doing the talking?
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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