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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 7
ROLE AND FUNCTIONS OF ADVERTISING
LECTURE OVERVIEW
In this lecture we will study more about the role and function of Advertising and Advertising
agencies. How do these work and what are different types .We will explain about their structure
and guide about the ways to select an agency.
ROLE & FUCTIONS OF ADVERTISING
·
Acquire enhanced volumes of sales of products & services.
·
Generate awareness about offerings.
·
Induce trial of a new product & service.
·
Motivate & impress trade channels.
·
Change perception & create reassurance.
·
Acquire enhanced volumes of sales of products & services.
·
Generate awareness about offerings.
·
Induce trial of a new product & service.
·
Motivate & impress trade channels.
·
Change perception & create reassurance.
·
Acquire enhanced volumes of sales of products & services.
·
Generate awareness about offerings.
·
Induce trial of a new product & service.
·
Motivate & impress trade channels.
·
Change perception & create reassurance.
PURPOSE OF ADVERTISING AGENCIES
·
Advise & counsel on marketing strategy.
·
Advise & counsel on advertising and media strategy.
·
Prepare & develop, print, outdoor, and electronic advertisement.
·
Carry out collateral designs of various items such as display material & other display
material.
·
Help & counsel on sales promotion & other communication tasks.
Different Types of Agencies
Type of Agency
Role
Full Service Agency
Provides all marketing communication services.
Creative Agency
Provides writing of ad copy & design service.
A Media Independent
Offers buying space & time & related research.
A Composite Agency
Offers both creative & media services with research
Structure of an Advertising Agency
Account Executive: Organizes the resources of the agency to solve the problems of the client.
The Creative Team: Basically comprises of a writer and a designer.
Account Planner or Researcher: Responsible for the data and market intelligence on the
account
Media Planner: This team actually makes the campaign come live.
Account Director: Overall responsible of providing service to clientele of the agency.
Creative Director: Overall incharge for the creative and the artwork of agency's clients.
14
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Advertising and Promotion (MKT621)
VU
Media Director: Responsible for media planning of the buying activities of the agency
Production House: This is the department which brings alive the creative art work of creative
team.
Release to Media: All finished material is ensured to be with the media several days before the
launch date
How are Advertising Agencies Paid
·
Paid by Media & not by Client by an agreed percentage of commission for
advertisements released.
·
An agreed commission is charged on services like production cost etc.
How to Select an Advertising Agency
Following points should be considered before selecting an agency:
·
Name & Address etc.
·
Agency History.
·
Year of establishment.
·
Ownership pattern.
·
Team of professionals.
·
Size of turnover... Annual reports.
·
Growth trends.
·
Revenue & Billing for last 5 years.
·
Clients ­ won & lost in last 3 years.
·
Agency mission.
SYNERGISTIC FLOW BETWEEN
MARKETING & ADVERTISING
Marketing
Marketing
Action
Objectives
Strategies
Plan
Advertising
Advertising
Objectives
Plan
FEED BACK
Measuring Advertising
Effectiveness
15
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