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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 2
INTRODUCTION TO ADVERTISING
LECTURE OVERVIEW
In this lecture we will study the reasons and advantages of advertising and its objectives. We
will also discuss various segments of advertising and different aspects of definition besides
briefly relating to its history.
WHY TO ADVERTISE?
ADVANTAGES
·
Advertising is every where.
·
Advertiser may not see individual consumer yet has research (knowledge) about the
consumer.
·
Advertising can be far cheaper per potential customer than personal selling.
So ­ Advertising is better as a sales tool and though it is non-personal yet is more effective.
Now therefore we must further analyze in depth about the definition of advertising besides
understanding personal selling and Non personal as explained before in the last lecture.
Continuing with the standard definition  let us take up one by one important components as
underlined below:
So, just to review the definition
"Advertising is the non - personal communication of information usually persuasive in nature
about products, services or ideas by identified sponsors through the various media."
(Bovee 1992)
Communication
Means through which one person can pass information, ideas or feelings to another through
speech or pictures.
Though, communication uses all senses like smell, touch, taste, sound & sight, only two are
useful in advertising i.e. Sound & Sight
Sound: Radio, Television -- micro-sound chips in magazines.
Sight: The most useful medium of communication like print, i.e. "A picture is worth a thousand
words"
Information
Information is knowledge, fact or news. It comes in different forms:
Complete or Incomplete! Biased or deceptive!
What it is? What it looks like? How it works?
What are its benefits &drawbacks etc?
Paid For
If an advertisement is created, placed in the media so the cost to create and time or space in the
media must be paid for.
This is the point, where advertising departs from Public Relations.
Persuasive
Purpose of advertisement is to Identify & differentiate one product from another and to
persuade the customer for preferring one to another.
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Advertising and Promotion (MKT621)
VU
Products, Services or Ideas
Things advertiser wants consumers to buy. There are three basic differentiations in products
1. Perceptible ­ Obviously different from other-like color, size, shape etc.
2. Imperceptible ­ Those which exist but are not obvious.
3. Induced. ­ No obvious difference but inform people about the difference
Identified Sponsors
Telling audience about the sponsors
Various Media
Like Newspapers, Magazines, Radio, TV, Billboards, hoardings, balloons... So "anything
which is used to communicate ideas from one person to another in non personal-way."
HISTORY OF ADVERTISING
1704
1st newspaper ad, seeking buyer for an Oyster Bay was published.
1843
1st Ad. Agency set up in Philadelphia
1882
Advertising of a soap brand was done with a huge budget of 11000 US$.
1893
A famous beverage brand was registered as a trade mark.
1899
J. Walters: 1st agency opens an office in U.K.
1923
1st entertainment program was sponsored by an advertiser.
1947
J .Walter Thompson 1st agency to cross 100Mil $ in billing.
1976
Indian commercial TV launched.
1978
1st TV commercial is launched.
1990
A new Medium Internet is born.
1993
5 million internet users get on line.
1999
Internet advertising breaks 2 Billion US$ mark.
2003
TV show with built in advertising is planned.
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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