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Advertising and Sales Promotion : Advertising and Sales Promotion Unit-1 Vaishali Agarwal Assistant Professor (Marketing)

AdvertisingVsPromotionVsMarketing??? : AdvertisingVsPromotionVsMarketing???

The Growth of Advertising and Promotion : The Growth of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Defining Modern Advertising : Defining Modern Advertising Paid persuasive communication Uses nonpersonal mass media to reach broad audiences Connects an identified sponsor with a target audience

Six Basic Components : Six Basic Components 1. Paid 2. Non-personal communication 3. Sponsor is identified 4. Using mass media 5. Tries to persuade or influence 6. Reaches large audience

Advertising Defined : Advertising Defined Paid, non-personal communication from an identified sponsor, using mass media to persuade or influence an audience. Or The process of delivering a message about ideas, goods and services, through the media, paid by an identifiable sponsor.

Objectives : Objectives To cause Awareness. To Persuade. To create Image. To Remind.

The Meaning of the Objectives : The Meaning of the Objectives

Slide 9 : Key Concepts of Advertising

Strategy : Strategy Advertisers direct ads to identified audiences Advertisers create messages that speak to the audience’s concerns Advertisers run ads in the most effective media to reach the audience The logic and planning behind the ad that give it direction and focus Advertisers develop ads to meet objectives

Creative Idea : The central idea that grabs the consumer’s attention Creativity drives the entire field of advertising Creative Idea

Execution : Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows Execution

Media : Communication channels that reach a broad audience How to deliver the message is just as important as coming up with the creative idea of the message Media

Key Players: Advertiser : Key Players: Advertiser Uses advertising to send out a message about its products Initiates effort by identifying a problem that advertising can solve Approves audience, plan and budget Hires the agency

Key Players: Advertiser : Key Players: Advertiser 1. Automotive 2. Retail 3. Movies, media, and advertising 4. Food, beverages, and confectionery 5. Medicines and proprietary remedies 6. Financial services 7. Telecommunications 8. Toiletries, cosmetics, and personal care 9. Airline travel, hotels, and resorts 10. Restaurants 11. Direct-response companies 12. Home-furnishings, appliances, supplies 13. Insurance and real estate 14. Computers, software, Internet 15. Government, politics, and organizations 16. Apparel 17. Beer, wine, and liquor 18. Audio and video equipment and supplies 19. Sporting goods, toys, and games 20. Entertainment and events

Key Players:Agency : Key Players:Agency Has strategic and creative expertise, media knowledge, workforce talent and negotiating abilities

Key Players: Supplier : Key Players: Supplier Assist advertisers, agencies and the media in creating and placing the ads Vendor services are often cheaper than those in-house

Key Players: Target Audience : Key Players: Target Audience The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible

Slide 19 :

The Communication Role : The Communication Role

The Economic Role : The Economic Role Advertising decreases the likelihood that a consumer will switch to an alternate product regardless of price Advertising is a means to objectively provide price-value information, creating a more rational economy

The Societal Role : The Societal Role Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer self-image Perpetuates self-expression

Marketing Revolution and Shifting Tides : Marketing Revolution and Shifting Tides From Toward

Integrated Marketing Communications : Integrated Marketing Communications All of the processes that involve communications, between marketing and customers in their process of decision making.

IMC–Audience Contact Points : IMC–Audience Contact Points Marketing Communications Audience

IMC Principles Extend Worldwide : IMC Principles Extend Worldwide

Traditional Approach to Marketing Communications : Traditional Approach to Marketing Communications

Contemporary IMC Approach : Contemporary IMC Approach

The Classification… : The Classification… ATL - Above The Line All of the MarCom that is done in the media: – Planning – Advertising – Publicity/Public Relations – Direct Marketing BTL - Below The Line All of the MarCom that is done in the market and not in the media: - Sales Promotion - Personal Selling - Direct Marketing

Exercise A01 : Exercise A01 Analyze this Advertisement & Identify: Key Players Suitable IMC Tools Ethical Issues involved