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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 35
UTILITY OF VARIOUS MEDIA
OVERVIEW
In this lecture we will recap the procedure the choosing a production company and the two
important elements for producing TV spots like tape or film and like hiring talent. Besides this
we will also review the utility of radio, TV, newspapers and magazines. The use of direct mail
as an important advertising tool, we will also be discussed including the rules and benefits.
TAPE OR FILM:
While preparing a good TV spot it is important to answer the following two questions.
Following is the comparison between the usage of tape and film and its features for preparing a
TV spot.
TAPE
FILM
·  Good for low budget spots
·  Expensive & more subtle quality
·  Less depth & range of tones
·  More depth & range of tones.
·  Expensive spots both in tape & film.
HIRING TALENT:
No spot can be complete without the use of the actors or announcers who read your copy or
perform "live" in the spot. In this context the hiring of talent of different type is given below:
Announcer: Who reads your copy, (on or off camera).
Actors: Who perform "live" in the spot or both.
Using yourself, your staff, or family members in commercials: Be cautious ­ Get third party
opinion.
UTILITY OF RADIO
We will try to review the utility of different mediums like Radio, TV, Newspapers and
magazines as under:
·  Any business serving a consumer market can use Radio.
·  Bring immediate response for sale & promotion.
·  Equally good at increasing awareness.
UTILITY OF TV
·  Ideal for Advertisers need to demonstrate their product.
·  Creates sense of Excitement.
·  Those needing to reach a specific Market.
·  Creates advertising opportunities for businesses aiming at narrower target.
UTILITY OF NEWSPAPERS
·  Those who want to influence a broad market.
·  Newspapers provide a good medium for conveying specific, detailed information such as
price, percentage discounts & product features.
·  Local daily & weekly newspapers are No.1 advertising choice of most small businesses.
UTILITY Of MAGAZINES
·  Where potential market is highly targeted &/or scattered over a wide geographical area.
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Advertising and Promotion (MKT621)
VU
·  Where advertisers want broader target & a more narrow geographic range.
·  Where advertisers who have patience & are more interested in building long term
business than in rapid sales.
HOW TO USE DIRECT MAIL:
Direct mail refers to brouchers, letters, post cards and catalogs that are sent through mails and
are expected to bring an immediate sale or inquiry.
Who should use direct mail?
The following categories of advertisers can use direct mail for effective results:
·  For advertisers with a highly specific target market.
·  For those who do not have a store or walk in office.
·  Great for reaching working women & other business people.
·  For those who don't mind making a relatively high initial investment to get a high rate of
response.
Costs of direct mail:
The costs of direct mail vary greatly as explained below:
·  From 5 Rs. to Send a letter to thousands for sending modest catalog mailing.
·  One way is to send through JOINT Mailing.
Mailing List ­ Three Types
1. Your customer list: Your sales data.
2. Compiled lists: From directories.
3. Responder lists: Who responded to direct mailings.
RULES OF DIRECT MAIL:
Before you begin to plan your package of direct mail following principles of any direct mail
should be kept in mind:
Stress Benefits: Benefit statement most important, Headline must state primary benefit of
offer.
Repeat offer more than once: Three times - in letter, brochure, response device.
Offer an incentive: Buy within 30 days & receive the free book.
Offer a Guarantee: "Guaranteed for life" or "life time guarantee".
Give more than one option to respond: Like giving option to call or order by mail.
Put your copywriter in charge: Use experienced copywriter for direct mailing.
Don't be afraid of long copy ­ two purposes: A long copy should not be avoided as it can
serve to purposes as under:
1. Gives casual reader more to capture attention.
2. Helps close sales by giving more information.
Make copy easily understandable: Don't make people work too hard, you will lose them.
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Advertising and Promotion (MKT621)
VU
DIRECT MAIL PACKAGE:
"A direct mail package can be anything from a letter to an elaborate package containing
product sample, videotape, and or gifts." And this package should be based on following
factors.
·  The size of budget.
·  Complexity of message to be delivered.
·  Your positioning.
·  Amount of time your audience will give to your mailing.
A typical direct mail package can contain several pieces e.g.:
1. A Mailing Envelope: Try to make your envelop as inviting as possible by using various
proven techniques.
i. Chose a size and color of envelop that doesn't look like junk mail.
ii. Use the right stamp
2. Sales Letter: A good sales letter should be as personal as possible and as packed with
selling copy as possible.
3. Direct Mail Brochure: It should be a complete, stand alone sales piece it can be almost of
any length and the plain or fancy.
4. The Response Device: A response device is known as the reply card or reply coupon this
should contain a brief of your offer, all price information and your address.
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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