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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 14
WORKING OF ADVERTISING
LECTURE OVERVIEW
Continuing with the subject advertising this lecture will cover its working ,illustrate various
communication models ,message and media mix factors. .
WORKING OF ADVERTISING
·  Advertisement should raise awareness and change brand attitudes.
·  Advertising should provide strong reasons "Why" a specific brand is superior.
12 Steps to develop effective campaign
1. Identifying target market & positioning
2. Deciding advertising objectives.
3. Kind of communication effects needed.
4. How consumers respond to advertising.
5. Decide the theme.
6. Develop the campaign.
7. Decide the advertising appeal.
8. Develop copy plat form.
9. Formulate message strategy.
10. Media Mix.
11. Schedule, frequency & pattern of ad. release
12. Evaluation of campaign.
BASIC COMMUNICATION MODEL
NOISE
S
M
C
M
R
sender
coded
decoded
message channel message receiver
source
(ad.)
(target)
(advertiser)
(agency)
(media)
FEED BACK
34
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Advertising and Promotion (MKT621)
VU
TWO WAY COMMUNICATION MODEL
coded
coded
source
sender
message
message
receiver
(S)
(M)
channel
(M)
(R)
(C)
decoded
source
receiver
receiver
message
sender
(M)
(S)
(R)
(R)
An Interactive (2 way) communication model
ADVERTISING COMMUNICATION MODEL
NOISE: External
·  Public opinion
·  Marketing strategy
RECEIVER:
MEDIA MIX:
Message
MESSAGE:
SOURCE:
Channels
reception
Encoding
Advertiser
(one - way &
& response:
Strategy &
(objectives)
Two way)
. Perception
Tactics
. Learning
(by agency)
. Persuasion.
. Action
NOISE : Internal
Perceived needs,
Information process
attitudes, opinions
and others
FEED BACK
35
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Advertising and Promotion (MKT621)
VU
SOURCE or THE ADVERTISER
·
Advertiser and Advertising agency are the sources.
·
They decide objectives for campaign in terms of impact from the message.
Effects are
PERCEPTION ­ LEARNING-PERSUASION & BEHAVIOUR ( SALES )
(Message effectiveness factors chart)
Key Message Effects
Surrogate Measures
Communication Tools
Perception
Exposure
Advertising ;Public relations(PR)
Attention
Advertising ; sales promotion
Interest
Advertising ; sales promotion; PR
Memory: recognition/recall
Advertising ; sales promotion; PR
Learning
Understanding
Public relations; personal selling
Direct marketing ; advertising
Image and association
Advertising ; PR., point of purchase
Brand links
Ads etc.
Persuasion
Attitudes: form or change
Public relations :personal selling
Preference / intention
Sales promotion
Advertising :Public relations
Emotions and involvement
Personal selling
Conviction, belief,
Personal selling & direct marketing
commitment
Behavior
Trial
Personal selling; direct marketing
Purchase
Sales promotion; personal selling
Direct marketing
Repeat purchase, use more
Sales promotion; personal selling,
Direct marketing
Noise is any factor that hinders or distorts the delivery of advertising message to the
target audience.
EXTERNAL FACTORS
INTERNAL FACTORS
Marketing strategy
Target Audience need purchase history
General Pattern of consumer trends
Information process ability.
Competitors marketing communication
Level of avoidance of advertising.
Public opinion.
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Advertising and Promotion (MKT621)
VU
MESSAGE & MEDIA MIX FACTORS
Message Key Factors.
·  Analysis of marketing & advertising strategy
·  Target Audience.
·
Media Mix Key Factors.
·
A Message reaching a target audience.
·
Effectiveness of media plan
·
Best chance of delivering the message.
·
Different media mix required to reach different target audience
THE RECEIVER:
Message Reception and Response
THINK
FEEL
DO
Learning
Persuasion
Behavior
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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