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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 41
EFFECT OF ADVERTISING
OVERVIEW
In this lecture the students will be apprised of various important lessons for success in the
advertising profession. Moreover, a conclusion about the effect of advertising will be reached
besides explaining the methods of prompting awareness. The students will also be explained
about the parameters of creating an advertising design that will have impact and acceptability.
LESSONS for SUCCESS
Following are different cardinal points as lessons for success in the profession of advertising.
·  Work Hard! Hard work never killed anybody!
·  Big Ideas are usually simple Ideas!
·  Change is our lifeblood!
·  Tell the truth, but make truth fascinating!
·  Tolerate a Genius!
·  Use easily understandable language!
·  No client ever complained that his advertising was selling too much!
·  Admire people with gentle manners who treat other people as human beings!
CONCLUSION OF EFFECT OF ADVERTISING:
It has always been a matter of concern for the advertising professionals to oversee the effect of
advertising as a result of their effort and the advertising campaign. Therefore following
conclusions of the effect of advertising can be a good guide to understand the effectiveness.
·  Advertising works on people just like you & me ---- not just on "more gullible" people.
·  More Ads fail than ones outstandingly successful. The great majority ads are mediocre in
effect.
·  Many a times, advertising is not sure if it is working.
·  Many agencies do not know as to how or why advertising works.
HOW TO PROMPT AWARENESS:
It should be remember that every Ad. awareness question has a PROMPT more technically
called a CUE. When you want people to remember you have to prompt them with a retrieval
Cue. The question is to use Which Cue?
Should you use:
1. Ad execution Cue.
2. The Brand Cue.
3. The Category Cue.
Let us use an example of advertising use the example of an advertising for an "ABC" brand
CHARGE CARD!
One can ask three types of questions:
1.
Execution ­ Cued: Have you seen an ad telling about a brand of charge card where you
receive an incentive for every 100 Rupees you spend?
2.
Brand ­ Cued: Have you seen an Ad recently for ABC charge card?
3.
Category ­ Cued: Describe for me any ads you have seen for Charge Cards recently?
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Advertising and Promotion (MKT621)
VU
BRAND VS. CATEGORY CUEING
In order to compare the important question is which cue is best to use? The one with category
cue or the brand cue!
The following alternatives are discussed below:
Category ­ Cued. Describe for me any Ads you have seen for Credit Cards!
·  People recall & describe what happened in the Ad.
Brand ­ Cued. Have you seen any Ads for ABC card recently?
·  Here the Brand is provided.
PROBLEM WITH MEDIA OR THE AD
In order to determine the larger gaps between the level of execution Cued Ad awareness and
the cumulative Reach indicate whether there was:
·  A media schedule problem ­ people are without the opportunity to see the Ad
OR
·  An AD Problem ­ People though had an opportunity to see it but failed to notice it or at
least enough to recognize or recall it.
In the following lines the negatives and positives of Category - Cueing are discussed to enable
the selection of proper "prompt" for positive results.
NEGATIVES OF CATEGORY ­ CUEING:
·  Categories are often difficult to be defined.
·  At times it is difficult to use category - cueing.
POSITIVES OF CATEGORY ­CUEING
·  Allows complete coverage of Ads. for all brands.
·  Does not miss out on Ads for New Brands.
·  Clearly the easiest to manage from a questionnaire point of view
CREATING DESIGN THAT SELLS
The most important factor of an advertisement is that it should have the desired impact and
effectiveness to achieve the objectives of the advertiser / client. The main question is?
What makes a design effective?
·  The Overall "Look"!
·  Incorporate necessary "Graphic Elements".
·  Showcase the "Selling Copy".
·  Lead Reader's eye to "Selling Points".
The important element in this regard is:
· The Headlines and Illustrations or Photos which make the Ad stand out in so many.
PHOTOS & ILLUSTRATIONS:
Photos and illustrations create lot of impact as the viewer of advertisement is tempted to focus
the attention and later on read the copy to be ready for action i.e. use / purchase.
·  Use photographs or illustrations, but images should be interesting.
·  Should be printed with a true ­to-life look .
·  Use special effects to make them look soft, extra bold, grainy or to change their
appearance in a variety of other ways.
·  Illustrations include everything from drawings to photos.
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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