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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 38
SEASONAL ADVERTISING
OVERVIEW
In this lecture we will apprise the students of the importance of seasonal advertising; the low
and high environment concept of target audience and the importance of maximizing impact of
advertising on the target audience. The students will also be introduced the concept of sequels
in advertising and apprise them regarding the advertising medium of new millennium i.e.
advertising on the web. Like continue tracking advertising campaigns require continuous
evaluation about its performance. Further more the mental reach of the people exposed to
advertising and the problem diagnosis of the campaign referring the measure of effectiveness
will be dealt with.
SEASONAL ADVERTISING:
As the name suggests the word seasonal advertising pertains to the advertising focused on the
basis of seasonal products and thereby the usage of specific advertising strategy. It should be
remembered that:
·  All advertising is not created equal.
·  All product categories are not same.
·  There are important seasonal influences on advertising.
Few products which are seasonal to a greater or lesser extent include:
Summer ... Ice Creams, Beverages, cotton apparel etc,
Winter... Chocolates, Coffee, woolen clothes, wool etc.
Seasonal Events ... School supplies etc.
LOW VS. HIGH INVOLVEMENT:
It should be understood that communicating to target audience that is highly involved in what
you say differs from communicating with people who don't care!
However, how does it differ is explained below:
·  Highly involved target audiences are more motivated and actively looking for
information.
·  So Ad may require less repetition and print media may work effectively.
·  In some cases advertising to low involved audiences may bring better results.
·  Highly involved audiences are therefore relatively less sensitive to ads on air.
It must be kept in mind that every ad campaign cannot necessary succeed; therefore following
checklist will help you in determining this:
·  Check your planned REACH, FREQUENCY are achieved.
·  For low involvement products, use a single execution plan unless there is a very good
reason for doing service.
·  Don't use multiple execution strategy.
·  Check the involvement mix of your audience.
MAXIMIZING IMPACT:
As is evident that there are many advertisements of same product and category being splashed
everywhere resulting in look alike ads often this result in mistaken identity.
Mistaken Identity:
An acquaintance wearing distinctive clothing. In a crowd "he was someone else!" Same is true
about commercials.
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Advertising and Promotion (MKT621)
VU
A special distinctive style always makes your ads unique and save them from look alike
confusion. Note following two points in this context:
"Owning" a Style
·  Distinctive styles make you unique.
·  In all media immediate attention is grabbed.
Slogans: Many a time a word, a phrase or a sentence can act as constant. This usage being
common today has been named as slogan. Slogans always remind you of a definite brand or a
product.
Symbols: Many companies use certain symbols which make them identifiable as a brand to
remember. It is a form of constant that acts as a powerful branding device in the local style mix.
Visual Devices: Visual devices are very effectively used and this establishes as something
which the brands owns such as an action or gesture. e.g. milk moustaches, while drinking milk.
Presenters: A celebrity, a presenter is often used as a constant.
Characters: Certain characters become a constant.
Music: Famous tunes/music are used
Color: Color is a very important retrieval cue.
Other Constants: A place ­ A feeling --- AN emotion
Voice Overs: Help in explaining an advertisement. Useful constant.
All Musical Singing Commercial: A musical singing commercial is used.
Sequels: These are a particular form of advertising style where the characters are held constant
and become associated with the brand.
In order to save people from boredom, sequels in form of slight change are used.
Strategy
·  If ad was successful but now wearing out consider a sequel rather than a new Ad.
·  But if entirely new Ad is planned then expect the new ad to wear in.
·  Use style which worked, use in new Ad.
THE WEB ADVERTISING:
Web is a medium of new millennium and is growing very rapidly. In this very competitive
world, web advertising is being used as an effective and innovative method of advertising.
The companies now a days having web address are seen as:
·  More customer oriented and responsive;
·  More informative;
·  More sophisticated and Hi-tech;
·  More geared to a younger market?
The Web Advertising can:
·  Help build awareness & perceived advertising presence by displaying the brand name.
·  Convey extremely compact, very simple messages that help in brand building.
·  Reinforce / remind people with already known Brand messages-- if they are simple.
CONTINUOUS EVALUATION:
In essence the concept of continuous evaluation is the same on the web as with telephone
interviewing. This continuous evaluation is always beneficial as given below:
·  Measuring recognition becomes more accurate & easier because visuals of ads can be
shown so people react to the actual stimulus instead of a verbal description.
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Advertising and Promotion (MKT621)
VU
·  People exposed to banner ads are, by definition, on Web & potentially accessible using
that medium.
·  The internet enables rapid, cheap access to large samples via random sampling. (people
visiting a web site)
·  The low cost and super fast turnaround of information means that it is capable of
providing finer grained information on daily as well as a weekly basis.
·  Continuous tracking of visitors to your site is possible. Who are they? Where do they
come from? What pages do they visit? What are the most frequently visited places on
your site?
MENTAL REACH:
Whether communicating the corporate image or the brand an ad must generally breakthrough in
order to work. In fact it is important to know at what people generally do when they see an ad
in fact in this process the people go through a process similar to the following:
AT FIRST: they recognize that it is an ad.
THEN: try to identify what is the ad for?
SUBSEQUENTLY: get any new information.
FINALLY: REACT that means the indulge in buying or using.
PROBLEM DIAGNOSIS
If shortly after being exposed to an ad there is no reaction or recognition of Ad. The main
reasons for this may be:
POOR CREATIVE ­ Boring ads fail to attract.
INSUFFICIENT PROCESSING TIME ­ Rapid switching in commercials.
DISTRACTIONS ­ Many distractions while watching TV.
TV ON BUT NO ATTENTION ­ Despite viewing TV, mind on other things.
MEASURING ADVERTISING:
Traditional measure of advertisement effectiveness such as ad recognition, ad recall, message
takeaway, brand awareness, brand image and purchase intention confuse many advertisers, the
question is what do all this means which one I should use do they really indicate how effective
my advertising is, in order to understand this a simulation in the following chart can easily
explain the primarily measure of effectiveness.
Are people buying ABC juices
Behavior: Do sales market share, survey
show more people buying
If not are they more predisposed to buying Attitudes: Has disposition Or intentions
it.
towards buying ABC improved
At point of sale, what they think of or Awareness: Has awareness increased.
notice the brand.
When they do notice Or think of brand Image: Is the ABC brand more healthier as
what Is reaction
it has calcium added to it.
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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