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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 36
OTHER ADVERTISING MEDIA
OVERVIEW
This lecture will introduce the students with other important advertising media such as point of
purchase, billboards, transit advertising and the few advertising specialty. Besides this the
constraints of advertising power because of practical limitations will be explained in detail.
POINT OF PURCHASE (POP):
Point of purchase is used to call the attention to your products or services right at the location
of sale.
Who should use POP?
It can be used by retailers for their own use or by manufacturers for the retail outlets and for
introducing sales promotion e.g. contest, game etc.
Advantages:
Following are the advantages of Point of Purchase materials
·  Very visible ­ Ideal for introducing new product.
·  Convey positioning
·  For introducing sales promotion e.g. contest, game etc.
Disadvantages:
Despite having advantages point of purchase material have certain disadvantages as under:
·  Easily Diluted by so many displays.
·  If you are a manufacturer cannot be always sure your retailers will use the displays you
provide.
·  May not be properly displayed.
·  Inexpensive to produce.
Cost of POP:
This varies depending upon quantities & design.
Types of POP:
Following are four major types:
1. Table tents: Free standing tents made of heavy paper for restaurants for menus etc.
2. Shelf talkers: Cards on shelves etc.
3. Countertops: Free standing cards for banks.
4. Display Racks: For retail, grocery to feature certain items.
Tips for Using POP:
All types of POP have two basic rules which you should follow as under:
a.
Keep the message simple: Use large size headline oriented message.
b.
Use Effective color: Use sharp colors as these are grabbers.
BILL BOARDS (OUTDOOR ADVERTISING):
As is visible in almost all urban areas out door advertising (billboards) are used now a days
very extensively as an effective advertising medium.
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Advertising and Promotion (MKT621)
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Who should use Outdoor Advertising?
The outdoor advertising can be useful for following business as their target audiences are
located in one geographical area.
·  Retail businesses.
·  Service businesses.
·  Event promoters.
Cost of Outdoor Advertising:
Depends upon type, street or road location.
Types of Billboards:
Posters (Pre printed sheets): Mass produced so buy many boards. These are screen printed.
Painted Bulletins: Larger than posters. These are giant boards. Much more expensive than
posters.
Electronic Boards: Video, computer & projection aided boards.
Tips on Using Billboards:
Following are the important tips to be kept in mind for using billboards effectively:
·  Keep both copy and visuals simple: Viewers are seeing boards from distance and may be
driving past it rapidly.
·  Keep type as large as possible: A 2 feet high letters are read from a distance of 840 feet.
·  Use simple typefaces & simple graphics.
·  Color selection is very critical.
·  Experiment how your Artwork will look from distance.
TRANSIT ADVERTISING:
The most common form of transit advertising are large signs on outside & inside of vehicles
buses, subway trains, cable cars , trains, taxis and other moving vehicles.
Who should use:
·  Retail or service businesses.
·  Event promoters.
·  Whose target is one urban area.
Preparing Artwork:
Following rules should be kept in mind while preparing the artwork for transit advertising:
·  Viewing area should be smaller than actual sign dimensions.
·  Artwork similar to Bill Boards needed.
·  Screen printing is ideal.
·  Brief copy & bold design parameters be used.
Tips for Using Transit:
Following are few tips for using transit advertising effectively:
·  Same like billboards.
·  Exterior signs require boldness & simplicity.
·  Interior ads too should not be overloaded.
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Advertising and Promotion (MKT621)
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Cost of Transit Advertising:
Varies as it is done in different sizes and the cost will also be different from location to
location.
ADVERTISING SPECIALTIES:
Give away Items like pens, key rings, diaries calendars, and paper weights etc. can be classified
as advertising specialties.
Who Should Use:
Almost any business can use this.
Cost of Advertising Specialties:
Anywhere from few Rupees to thousands depending upon quantity, quality and complexity.
Advantages:
Following are the advantages of using advertising specialties:
·  Customers consider these as gifts rather than advertising.
·  Used day in and day out.
·  Highly visible items, turning customers as walking advertisements.
·  Vast variety & customized options available.
Disadvantages:
Despite being advantageous advertising specialty can have following disadvantages:
·  Many are cheap, create bad impression.
·  Can be expensive and difficult to distribute.
·  High quality specialties can cost a lot.
How to Select Right Ad Specialty:
Following methods can help you to select the right ad specialty:
·  Discuss with Sales Rep of Company.
·  Keep budget in mind.
·  Keep Deadlines in mind.
·  For smaller clients select something unique.
·  Choose item which supports your positioning.
·  Choose item which will be kept & used.
·  Choose item which the competitor will not send to your target.
Can Ad Specialty Items Be Sold?
Yes you can do that! - If following factors apply:
1. You have a young target audience.
2. Selected item is something truly desirable.
3. Your product or business has some status or group identity to it.
LIMITS OF ADVERTISING:
Often advertising power is constrained as much by practical limitations as by absolute
limitations. Following factors play an important role in determining the constraints of
advertising.
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Advertising and Promotion (MKT621)
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1.
Competitor's Advertising
·  Activity of competitors.
·  Several advertisers of same product category.
·  Level & frequency of competitor's advertising.
2.
Limitations of Budget
·
High cost for longer time advertisements.
·
More cost when a product is not unique.
3.
Creating "Needs"
·
People feel being manipulated.
·
Feel being forced to buy even without need.
·
People criticize the persuasive role.
4.
Accelerates Mass Markets
·
Expands markets
·
Creates interest in buying innovation.
·
Makes product more available.
·
First introduces product &then affordability.
5.
For Brands or for Products
·
Makes people buy one brand instead of another.
·
Create demand by brand advertising yet is not conclusive.
6.
Resistance to Change
·
Generally people resist to changes.
·
People reject inconsistent with their present mindset.
7.
Advertising is the Weaker Influence
·
Message can fail if inconsistent & incredible.
·
May lead to a wrong decision & people may change back.
8.
Ads That Work or That Win Awards
·
More important to help in sales.
·
Marketing research essential for evaluation.
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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