ZeePedia buy college essays online


Advertising and Promotion

<<< Previous METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics Next >>>
 
img
Advertising and Promotion (MKT621)
VU
Lesson 21
METHODS TO APPRECIATE A PROBLEM
OVERVIEW
In this lecture we will explain various methods to appreciate a problem situation and various
aspects of sponsorship which is a very important tool of advertising. Further more the
characteristics of advertising media, categories of press and the aspects of its various segments
covering advantages and disadvantages of each.
TEN METHODS TO APPRECIATE A SITUATION:
Before proceeding with any advertising campaign during the process of its preparation it is
essential that first of all the methods to determine the type of situation should be identified.
·  Opinion, attitude or image surveys:
It is important that to appreciate a situation a focused effort should be made to know the
opinion and the attitude of the concerned audience and conduct service to know about the
image of the company/product/brand.
·
Press clippings, monitored broadcasting scripts:
This important source can also reveal the underline factors of the prevailing problem.
·
Sales trends & sales report indications:
The figures from this source will provide enough matter to know and appreciate a situation.
·
Competition within & from imports:
In the market the competition from the locally made goods / brands and the ones imported
can also provide relevant information.
·
Share price:
If it is a public limited company the dividend and the balance sheet can easily reflect upon
the information to appreciate a situation.
·
Industrial relations situation:
The relationship between the management and the employees and the consequences thereof
can also be useful.
·
Customer complaints, test reports & product performance:
The performance of the product in the market including the test reports and judging from
the customer complaints one can easily determine the situation.
·
INPUT from sales force & distributors:
Sales force and distributors can also feed and provide good input.
·
Prices & effect of price changes:
The prices and the effects thereof in case of variations can be also a good source.
·
Market forces, economic, social & political:
The overall market situation influenced by different aspects like economic social, political
can also prove a good source.
57
img
Advertising and Promotion (MKT621)
VU
SPONSORSHIP--an important tool
In this competitive world in an important tool of advertising i.e. sponsorship is a very good
technique not only to win customers but also to retain them. Before explaining various aspects
of sponsorships, it is imperative to answer a basic question i.e. "why sponsor?"
As Sir Francis Bacon said "A wise man will make more opportunities than he finds."
It clearly explains that sponsorship is basically to create more opportunities rather than finding
the prevalent ones. Therefore it is important to answer following four questions.
1. What should be sponsored?
2. What are the total costs involved?
3. How can sponsorship be made effective?
4. How can the sponsorship be organized?
In this context to answer the most important question of the reasons to sponsor following are
detailed below:
·  Want to enter a new segment of market.
·  Increase familiarity with your name.
·  Want to improve customer relations.
·  Enhance your corporate image.
·  Show how your products perform.
·  Want maximum media coverage.
·  Support distributors.
·  Want company known in export markets.
·  Want to increase goodwill.
What to Sponsor?
An important aspect is the determining of the important question of the various segments which
can be sponsored answering the basic question of what to sponsor.
·  Sports
·  Arts & culture
·  Publications
·  Professional awards
·  Educational
·  Charitable causes.
ADVERTISING MEDIA:
An important ingredient of advertising is the source or medium which is used as a vehicle to
translate the advertising campaign and carried across to target clients i.e. the understanding of
media in this context first of all following are the special characteristics of advertising media:
Special Characteristics:
·  In-depth coverage & permanence: Basically the media should have good coverage and
should be a permanent source i.e. can be red, re-red and retained; in this regard magazines
are a good example.
·  Variety of subjects covered: It should not be restricted and should take care of variety of
subjects.
·  Mobility: The media should be in a position to carry the message across to where ever
desired. In this regard the best example are newspaper and magazines which can be red and
carried almost everywhere i.e. in the house while traveling at the place of work or library
etc.
·  Results assessable: Basically it is the effort of evaluation which is possible by dividing the
cost of space by the number of replies received.
58
img
Advertising and Promotion (MKT621)
VU
·  Statistics available: The media planner can confront the media salesman with calculations
to justify media schedule of recommended space and air time booking.
·  Improved printing: The majority of newspapers and magazines now using latest technology
of printing have very good picture quality and printing of text even in black and white and
resulting in much improved printing and thereby becoming a useful advertising media.
CATEGORIES OF PRESS:
During the past few years newspapers are facing a strong competition from radio and
television. In order to understand the importance of the categories of press first of all we have
to determine the advantages of newspapers and magazines and understand the types of
advertisement in them. There are three major types of advertising in newspapers such as
Classified Advertising, Retail Advertising & National Advertising.
While Classified Advertising referred to as want adds primarily for the convenience of readers
generally not including headlines or illustrations also is known as classified display, Retail
Advertising refers to two kinds i.e. sales promotion advertising based on price features, sales or
specials and image advertising is primarily designed to position a product in a better way. The
National Advertising is used to support their products and is part of the manufacturers' national
advertising plans.
ADVANTAGES OF NEWSPAPERS
There are various advantages of newspapers in advertising context which are given below:
1.
FLEXIBILITY:
·  advertising space from 1 inch to multiple pages can be used.
·  ads can be scheduled on any day of the week.
·  ads can be prepared on very short notice.
2.
RANGE OF MARKET COVERAGE
Provide geographical flexibility.
3.
COMPETITIVE ADVANTAGE:
Relatively cheap as against other media.
4.
POSITIVE CONSUMER ATTITUDES:
High reader interest & approx 80% coverage.
5.
INTERACTION OF NATIONAL & LOCAL:
Provide a bridge between the national advertiser and the local retailer.
DISADVANTAGES OF NEWSPAPERS:
Despite being very useful medium for advertising it has certain disadvantages which should be
kept in mind and are as under:
1. No Audience Selection: Does not provide audience selectivity.
2. High waste circulation: makes them too expensive on national basis.
3. Short life Span: unlikely to be put aside and read later like magazine.
4. Poor reproduction: generally poor color reproduction.
ADVANTAGES OF MAGAZINES:
Although the glamour of television has overshadowed magazines for along time yet many
advertisers considered magazines to be an important and second choice, recent study has
59
img
Advertising and Promotion (MKT621)
VU
proven that in some cases magazines are actually a better option then television. However, like
many mediums magazines have their advantages and disadvantages as under:
1. Target Audience:
The magazines can reach specialized audiences and thereby prove very useful e.g.
magazines like men's health target men's for their health and women magazines target
women.
2. Audience Receptivity: Magazines have a very high level of audience receptivity such as an
ad in fortune magazine would impress business audience.
3. Long life Span: Magazines have longest life span of all the media because some of them
might never be discarded like National Geographic magazine etc. moreover these have
highest reach potential as they are past along to family friends customers and colleagues.
4. Format: Generally, the magazines format allows creative advertising variety through
multiple pages inserts and other features.
5. Visual Quality: The production quality has become excellent being printed on top class
paper and with very good reproduction quality.
6. Sales promotions: Advertisers can use magazines to distribute various sales promotions
like coupons, samples and information cards etc.
Disadvantages of Magazines:
Magazines are limited by certain factors and the most prominent disadvantages as are given and
explain below:
1.
Limited distribution: In view of the magazines having limited distribution they lack
penetration, thus selectivity of the medium is lost.
2.
Lack of immediacy: Advertisements may take long time to have an effect on the reader
because some readers may not look at an issue of a magazine until after it comes to
them so the ad may take long time to have an effect on the reader.
3.
Limited flexibility: Despite magazines offering advertisers many benefits long leave
time and limited flexibility are drawbacks there is closing dates often 2 to 3 months
prior to the date of issue.
4.
High cost: The production costs for magazines are relatively high because of high
quality color production.
CHANGES IN MAGAZINE INDUSTRY:
In recent years there has been a major transformation and as with newspapers emerging
technology, particularly online technology is changing the magazine industry. These virtual
magazines are distributed on internet. However, exciting and beautiful critics still consider
online magazines not to be that effective yet and in near future. Basically life or death,
prosperity or difficulty of any communication vehicle depends upon its ability to produce an
acceptable cost-benefit relationship. The question is not the inherent superiority of the internet
over traditional print it is which works better as part of an intelligently developed media
strategy.
60
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