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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 43
WORKSHEETS
OVERVIEW
In this lecture the students will be guided by some sample worksheetsrequire to know the
requirementsfor the advertisementcampaign for a product / service. BENEFIT LIST:
BENEFITLIST
Listyour benefits below & put an asterisk by 2 or 3 most importantbenefits. Verify most
importantbenefits by talking to few people who are not associatedwith your business &
employees.Isolate that key benefit.Mark with an exclamationmark.
MY PRODUCT SERVICE HAS THEFOLLOWING BENEFITS:
1 ............................................................................................................................
2 ............................................................................................................................
3 ............................................................................................................................
4 ............................................................................................................................
5 ............................................................................................................................
6 ............................................................................................................................
7 ............................................................................................................................
8 ............................................................................................................................
DEMOGRAPHICS OF YOUR TARGET:
Fill in any characteristics thatare important to yourtarget's relationship to you or your product.
Any which is unimportant leave it blank.
1.
SEX(male or female)
__________________________________________
2.
AGErange (child, teen, youngadult, middle age,senior)
_______________
3.
Cultural or ethnic group
__________________________________________
4.
Maritalstatus
_______________________________________________
5.
Householdstatus
_______________________________________________
6.
Occupationtype (white collar, bluecollar, sales, service,student, business
owner,retired)
____________________________________________________
7.
Homeowner or renter
_________________________________________
8.
Incomerange
_______________________________________________
9.
Otherimportant characteristics
____________________________________
127
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Advertising and Promotion (MKT621)
VU
TARGET'S MEDIA USAGE
Thisworksheet will give you an insight about your target audience and their usage of media.
The answers to be fill in the blanksabout:
My target uses:
TV (yes/no) ............................... At thesetimes / day....................................
Radio(yes/no) ........................ At thesetimes / day...........................................
Listall radio stations yourtarget listens to ..............................................................
Newspapers(yes/no).............................................................................................
Listnewspaper you think yourtarget reads (daily, weekly,local, regional & national)
...............................................................................................................................
Magazines(yes/no)................................................................................................
Listmagazines you think yourtarget reads (local,regional & national).................
Shoppers(yes/no) ........................ Misc.Media (list)........................................
Whichmedia is best to reach yourtarget? List all butmark those outstanding......
...............................................................................................................................
YOUR TARGET'S PURCHASINGHABITS:
Thisworksheet will determine thepurchasing habit of thetarget audience/markets.
Is my target already buying my product or service?
...............................................................................................................................
Is he/she buying from me, a competitor or both?
...............................................................................................................................
How often my target is making a purchase?
...............................................................................................................................
Is that as often as it canbe?
...............................................................................................................................
How large a purchase is my targetmaking from me each day / week / month / year?
...............................................................................................................................
What is the Rupee amount of my target's potential daily/weekly /monthly / yearly
purchase?
...............................................................................................................................
128
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Advertising and Promotion (MKT621)
VU
BENEFITS YOUR TARGET SEEKS:
Writedown the benefits yourtarget customer would like to receive from yourbusiness or
product.
................................................................................................................................
................................................................................................................................
................................................................................................................................
................................................................................................................................
................................................................................................................................
................................................................................................................................
YOUR COMPETITOR
Fill in following information aboutyour most importantcompetitor.
What is the competitivecategory?
................................................................................................................................
Who is my chief competitor?
................................................................................................................................
What is their product or service?
................................................................................................................................
Whatare strengths & weaknessescompared to my product or service?
................................................................................................................................
Arethey serving marketidentical to mine or otherwise?
................................................................................................................................
If different, how does theirtarget audience differs frommine?
................................................................................................................................
How does their key benefitdiffer from mine?
................................................................................................................................
How is their product or servicepriced compared to mine?
................................................................................................................................
How is it priced compared to others?
................................................................................................................................
Where & how does my competitor sellit?
................................................................................................................................
129
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Advertising and Promotion (MKT621)
VU
YOUR COMPETITION IN GENERAL:
In the first blank, classifycategory you compete Thenuse rest of the worksheet to identify your
competition,the key benefits theyoffer & which is theirtarget market.
MY COMPETITIVE CATEGORY: ...........................
COMPETITION
KEY BENEFIT
TARGET
.....................
.....................
.............
.....................
.....................
.............
.....................
.....................
.............
.....................
.....................
.............
130
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