The World of Advertising
The World of Advertising
The World of Advertising
PROMOTION
Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image
Defining Advertising
Advertising is any paid form of non personal communication from an identified sponsor using mass media to persuade and influence an audience
5 Ms
What are the advertising objectives? Money- How much can be spent? Message- What message should be sent? Media- What media must be used? Measurement- How should the results be evaluated?
Advertising objectives
They can be classified according to the aims and functions of the advertising as below
Informative
to create brand awareness and knowledge of new products or new features of the existing products to create liking, preference, conviction and purchase of a product or service the re purchase of products and services
Informative advertising - used to build initial demand for a product in the introductory phase. Persuasive advertising - attempts to improve the competitive status of a product, institution, or concept, usually in the growth and maturity stages. Comparative advertising - compares products directly with their competitors either by name or by inference. Reminder-oriented advertising - appears in the late maturity or decline stages to maintain awareness of the importance and usefulness of a product.
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to Another
Reminder Advertising
Keeps Consumers Thinking About a Product.
Types of advertising
Brand advertising Retail/ Local advertising Political advertising Directory advertising Direct response advertising Business to business advertising Institutional advertising Public service advertising Interactive advertising
Brand advertising- focuses on development of long term brand identity and brand image
Retail/ Local advertising- message announces facts about the products that are available at the nearest stores.
The objective is to focus on stimulating the store traffic and create an image for the retailer
Political advertising- used by the politicians to persuade people to vote for them or their ideas. Directory Advertising- e.g. yellow pages, trade directories etc which people refer to find out how to buy a product or service
tries to stimulate the sale directly. The consumer may be delivered the product directly but is successful if internet is the medium of advertising.
only the messages directed to the retailers, dealers, wholesalers etc generally placed in professional magazines etc.
called as corporate advertising Focus on establishing the corporate identity and winning the public over to the organization's point of view.
Interactive advertising
Delivered to customers who have an access to internet web pages may be used, e mails can be done to deliver the messages
Message
Media
Response
Decoding
Receiver
decisions related to what, how, when, and where message will be said, as well as who will say it
15 - 17
Before a customer makes a purchase, he or she first goes through a series of stages called buyer readiness. According to Marc Mancini, these stages are:
Awareness
Before you can sell, you must make contact with those who want to purchase. Ad should attract serious buyers. Once prospective clients know your name, they begin the process of acquiring knowledge about what you can offer. Therefore, your advertising efforts should establish you as an expert perhaps even a specialist in one or more niche areas. We all tend to buy from people or companies we feel positive about. Entertaining ads, for example, will convey warmth and the humanity of your agency. Direct your creative efforts toward making your agency seem joyful, inviting and approachable.
Knowledge
Liking
Preference Benefits statements are the key to making prospective clients prefer your agency over another. Provide target customers with reasons to do business with you.
Conviction Your advertising should build the customers certainty that youre the agency to call first. Client testimonials, for example, provide just the right reinforcement for the preference youve created. Purchase Once prospective clients have decided to seek you out, expert sales skills are critical to helping them make the right purchase.
AIDA framework guides message design Message content contains appeals or themes designed to produce desired results these are : Rational Appeals: Audiences self interest. Economy (Price), Quality, Value, Features and Benefits of the products Emotional Appeals: attempts to stir up either positive or negative emotions to that can motivate purchase.
Love, pride, joy, humor, fear, guilt, shame E.g. Crack creame.
Moral Appeals: are directed to audiences sense of what is Right and Proper . E.g. For some social cause: clean envt. Etc.
15 - 20
LO3 Profit
Fear
Admiration Convenience Fun and pleasure Vanity and egotism Environmental Consciousness
Message Content
Rational Appeals Emotional Appeals Moral Appeals
Message Structure
Draw Conclusions Argument Type Argument Order
Message Format
Headline, Copy, Color, Words, & Sounds, Body Language Action
Attention
Interest
Desire
Message Structure: Key decisions are required with respect to three message structure issues:
Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
15 - 23
communication channels
Includes face-to-face, phone, mail, and Internet chat communications Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders
Non
15 - 24
credible sources are more persuasive A poor spokesperson can tarnish a brand
15 - 25
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