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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 20
WHY ADVERTISING
OVERVIEW
In this lecture an important aspect i.e. the language in advertising will be further explained and
the use of weasel words will be explained. The reason of advertising and how does it help in
conveying information besides market education and its different classifications with regard to
the market education, effects of adopting market education strategy and the techniques adopted
for this will be discussed. We will also cover the role of Public Relation in advertising and the
difference between the two and the 7W's for the advertisement campaign.
WEASEL WORDS:
Advertisers often use special words or phrases. These words or phrases are often misleading
such words are called weasel words e.g. Weasel words are "Helps, Virtual, New and Improve
and like". Few of these words are further explained below:
Helps: People often think word help means to stop, but in advertising it means not necessarily
true. e.g. a product can help indigestion. In fact product does not cure indigestion.
Virtually: Means not really or not in fact e.g. if you see an ad. That this cold medicine virtually
relieves all symptoms, The ad could mean it does not relieve any symptoms
New & improved: The change makes product new. A product remains new for 6 months.
Like: Like means "not in fact". Some products claim they work "like magic". if things are like
magic they are not magic.
PRESUPPOSITION: These are crucial part of advertising as they can cause the reader to
consider the existence of objects, propositions and culturally defined behavioral properties
.e.g." Have you had your daily vitamins" presupposes that you take or need" daily vitamins" .
WHY ADVERTISING?
It is important to understand as to why someone needs advertising and what are the objectives
to be accomplished besides knowing how does advertising help. The answer to all these
questions is briefly appended below:
·  It is an important technique developed long before most of the other matured.
·  It financially supports many of the media of communication.
·  It is always immediately apparent to be a communication from an interested party seeking
to reach target audience.
·  It is essential to the sale of vast quantities of goods produced.
·  Is always clearly visible & often measurable.
How does Advertising help?
The purpose of advertising is primarily to create awareness and convey information like;
1.
Company planning to establish new product.
2.
Notifying personnel of changes in work schedules, layoffs or recalls.
3.
Explanation of interruptions in service & what the public should do.
4.
Why is there a change of company name?
5.
Explanation of issues in a strike.
6.
Report company's activities to target public.
7.
Contributing to the company's image.
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Advertising and Promotion (MKT621)
VU
Advertising & Market Education:
There are certain companies or advertisers who use the special and effective method of market
education in advertising to make it more acceptable and productive in response, there are
following three fold effects of market education in advertising:
1.
Will help to make advertising more quickly acceptable & productive in response.
2.
Could make less weighty advertising possible.
3.
Whatever advertising is conducted , it is likely to be more economical
Two Kinds of Market Education & Two Types of Market:
Primarily there are two major kinds of market education and for this purpose the market can
also be classified into two types like trade and consumers. Following are the two kinds of
market education.
ONE kind of market education prepares the market in advance... Also called pre-selling.
SECOND kind of marketing education occurs with products & services that are already on the
market.
And the two types of market for ease of understanding are mainly divided into two types.
1st type of market: The people who sell your products or service --- Trade.
2nd type of market: The people who buy or use your products --- Consumers or users.
EFFECTS OF ADOPTING MARKET EDUCATION STRATEGY:
There may be a question in the mind of a person as to why a market education strategy should
be adopted at all. By adopting a proper market education strategy following positive effects can
be achieved:
1. It helps to minimize sales resistance.
2. Easier for the sales force to achieve `adequate distribution' prior to advertising.
3. It helps to reduce the cost of advertising.
4. It makes advertising more effective.
Techniques adopted for market education:
In view of the importance of market education different techniques are adopted to educate the
market and these different techniques are written below:
1. A media relations campaign in press, radio & TV.
2. Testing of prototype by potential users. often providing material for media relations.
3. Production of slides, videos & other audio & visual aids for use at dealers, customers
conventions etc.
4. Work visits for dealers.
5. Special campaigns aimed at particular opinion leaders or influential groups.
6. The production of printed material which may be needed to support these activities.
ADVERTISING & PUBLIC RELATIONS
In this competitive world advertising has become a very important tool of Public Relations
while advertising presents the most persuasive possible selling message, the role of Public
Relations is of informing, educating & creating understanding through knowledge. Therefore it
should be understood that Advertising will be more successful when prior PR activity has
created knowledge & understanding of product or service being promoted. This effort is known
as Market Education.
Moreover:
·  Advertising is used as an important tool of PR.
·  By Market Research PR determines type of advertising.
·  PR manager on the basis of market information determines choice & use of media.
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Advertising and Promotion (MKT621)
VU
HOW ADVERTISING DIFFERS FROM PR:
Primarily speaking public relation is not a form of advertising it has broader perspective and
advertising is its part, too. Let us try to explain as to how advertising is differing from Public
Relation. The following are the points for differentiating advertising from PR.
1.
PR is not a form of advertising.
2.
PR relates to all the communications of the total organizations, while advertising is
mainly used for sales objectives and marketing functions.
3.
At times advertising may not be used by an organization, but every organization is
involved in PR.
4.
PR embraces every one & everything, while advertising is used for special selling &
buying tasks.
ADVERTISEMENT CAMPAIGNS:
Advertising campaigns are always very critical and demanding, these days there is stiff
competition amongst manufacturers, market, similar or competitive products. It is therefore
imperative that the campaigns should be devised prudently to be cost effective and result
oriented, in order to understand this it is essential to first of all know the following different
avenues which can be classified as 7 W's which are relevant questions to be tackled for
effective advertisement campaigns.
Seven "W's"
·  What is the objective of the campaign?
·  What problems are to be addressed?
·  What extent do you anticipate to achieve results?
·  What media will you prefer to use, for different target audience?
·  What will be the likely cost?
·  Who is going to launch the campaign?
·  When is campaign planned for launch?
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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