Explore

Search Search
UploadSign InJoin
Different Types of Advertising
Uploaded by Naga Mani Merugu

Related Interests
Marketing Communications
Advertising
Strategic Management
Persuasion
Brand

Rating and Stats

2Up votes0Down votes
13K views
5/5 score

Document Actions
Download

Save for Later

Other Actions

SHARE OR EMBED DOCUMENT

Embed
Description: DIFFERENT TYPES OF ADVERTISING Print Advertising
Newspapers, Magazines, Brochures, Flyers The print media have
always been a popular advertising medium. Advertising products via
newspapers o...
View More
DIFFERENT TYPES OF ADVERTISING Print Advertising
Newspapers, Magazines, Brochures, Flyers The print media have
always been a popular advertising medium. Advertising products via
 newspapers or magazines is a common practice Outdoor Advertising
Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also
a very popular form of advertising, which makes use of several tools and
techniques to attract the customers outdoors. The billboard advertising
is very popular howeve
Copyright:Attribution Non-Commercial (BY-NC)
Downloadas DOCX, PDF, TXT or read online from Scribd
Flag for inappropriate content

Recommended Documents
Documents Similar To Different Types of Advertising

Social and Economic Impacts of Advertising

by jackmano

 Outdoor Advertizing in India

by NIKHIL SINGH

Growth of Advertising in India

by balanraja

Documents About Marketing Communications

Annual CPNI Compliance Certificate_2011

 by Federal Communications Commission (FCC)

CPNI Compliance Statement and Operating Procedures of Netitek

LLC2.doc

by Federal Communications Commission (FCC)

2016 CPNI Compliance Statement3.pdf

by Federal Communications Commission (FCC)

 More From Naga Mani Merugu

Mba 402

by Naga Mani Merugu

Mba 207

by Naga Mani Merugu



MBA405M

by Naga Mani Merugu

You are on page 5of 8

Screen Reader Compatibility

Information
Due to the method this document is displayed on the page, screen
readers may not read the content correctly. For a better experience,
please download the original document and view it in the native
application on your computer.
EVALUA
TION
METHO
DS

Unaided Brand
Awareness:
focuses on
what brands are
top-of-mind for
consumers in
a particular
category.

Aided Brand
Awareness:
focuses on
consumers
awareness of a
brand that is
presentedto
them by name
or logo.

Ad Recall
: focuses on
consumers
ability to recall
seeing or
hearing an ad
for a
specific brand.
Message Assoc
iation:
focuses on the
ability of
consumers to
accurately link
amessage or
statement to the
brand among a
competitive set.

Brand
Favourability:
persuasion
metric that
focuses on
consumers
overall opinion
of a brand,
using a scale
ranging
from very
favourable
to very
unfavourable.

Purchase
Intent:
persuasion
metric that
focuses on
consumers
stating
willingness
toconsider
buying a
product/brand
when in-
market. A
variation to this
is behaviour
intent, agauge
to measure
intended
behaviour (e.g.,
likelihood to
ask a doctor
about a brand).
DAGMAR is
D
efining
A
dvertising
G
oals for
M
easured
A
dvertising
R
esults. An adve
rtising objectiv
e involves
a communicati
on task,
intended
to createaware
ness, impart
information,
develop
attitudes or
induce action.
In the
DAGMAR app
roach, the
communication
task is based
on a specific
model of the
communication
 process, as
shown below.


Awareness

Awareness
of the
existence of a
product or
organization is
necessarybefor
e the purchase
behavior
can be
expected.

Awareness
needs to be cr
eated, develo
ped, refined o
r sustained,ac
cording to the
characteristi
cs of the mar
ket and the p
articularsituat
ion facing an
organization at
any one point
of time.

Comprehensi
on
Awareness on
its own may
not be
sufficient to
stimulate a
purchase.Kno
wledge about
the product or
the
organization
is necessary.
Thiscan be ac
hieved by pro
viding specifi
c information
about key bra
ndattributes.

Conviction
 The next step
is to establish
a sense of
conviction. By
creating
interestand pr
eference, buy
ers are move
d to a positio
n where they
areconvinced
that a
particular
product in the
class should
be tried at
thenext
opportunity.
To do this,
audiences
beliefs about
the product
haveto be mo
ulded and thi
s is often do
ne through m
essages thatd
emonstrate the
products
superiority
over a rival or
by talking
aboutthe
rewards as a
result of using
the product.

Action
Communicati
on must
finally
encourage
buyers to
engage in
purchaseactivi
ty. Advertising
can be
directive and
guide the
buyers into
certainbehavio
ural
outcomes,Use
of toll free
numbers,
direct mail
activities and
reply cards
andcoupons. T
upperware,
Aqua Guard,
are famous in
Indian cities
as a result of
itspersonal
selling
efforts.AIDA
MODELAttent
ionInterestDes
ireAction
Integrated
promotion
management
(integrated
marketingco
mmunication)
Reasons for
growing
importance of
IMCA shift o
f marketing d
ollars from m
edia advertisi
ng to other fo
rms of promot
ion ,
particularly co
nsumer and
trade
oriented sales
promotionsA
movement aw
ay from relyin
g on advertisin
gA shift in
marketplace
powerA rapid
growth and
development
of database
marketing
Integrated co
mmunication
planning mod
el
Review of mar
keting planAn
alysis of
promotional
program
situationAnaly
sis of commun
ication process
Budget
determination
Develop
integrated
marketing
communicatio
ns
programEleme
nts of
promotion mix
ObjectivesStra
tegyMessage
and media
strategy and
tacticsIntegrat
e and
implement
marketing
communicatio
ns
strategiesMoni
tor ,evaluate,
and control
integrated
marketing
communicatio
nsprogram
Media
PlanningSitu
ational analys
is( to
understand
the market
problem)
Size and share
of the total
marketSales
history, costs
and
profitsDistribu
tion
practicesMeth
ods of
sellingUse of
advertisingIde
ntification of
prospectsNatur
e of the
product
Marketing str
ategy plan(to
plan activities
 for solving th
e problem)
Marketing
objectivesProd
uct and
spending
strategyDistrib
ution
strategyEleme
nts of marketin
g mixIdentific
ation of
market
segment
Creative strat
egy
plan(to deter
mine
what to comm
unicate
throughadver
tisements)
How product c
an meet consu
mer needsHow
product will be
positioned
in advertiseme
ntsCopy
themesSpecifi
c objectives of
each advertise
mentNumber
and size
of advertiseme
nt
Setting media
objectives
To translate
marketing
objectives and
strategies into
goals that
media
canaccomplish
Determining
media
strategy
 To translate
media goals i
nto general g
uidelines that
will control t
heplanners
selection and
use of media .
The best
strategy altern
atives
shouldbe
selected
Selecting
broad media
classes
 To compare
and
select best
media with in
broad
classes again
usingpredeter
mined
criteria .If
magazine
,which
magazineIf
television
,which
televisionbroa
dcast or cable t
elevisionnetwo
rk or spot telev
isionradio or
newspaper
Media use
decisions
Broad cast
which kind of
sponsorshipwh
at levels of
reach
and frequency
will be
RequiredSche
dulingPlaceme
nts of Spots
Print
Number of ads
to appear and
on which days
and
monthsPlacem
ents of adsSpe
cial
treatmentsDesi
red reach
Other media
Bill
boardslocation
of markets an
d plan of distri
butionkind of
outdoor boards
to be
usedDirect ma
il or
other media
PROMOT
ION MIX
Elements of
promotion
mix
AdvertisingDir
ect
marketingInter
active /
internet
marketingSale
s
promotionPubl
icity/public
relationsPerso
nal selling
Communicati
on and
motivational
aspectsUnder
standing and
analysing the
target audien
ce

Mass markets

Market
segment s

Niche markets

Individual and
group
audience
Elaboration li
kelihood
model
Persuasive
communicatio
nMotivated to
processIssue
involvementR
elevance
commitmentDi
ssonance
arousalNeed f
or cognition
Recommended Documents
Documents Similar To Different Types of
Advertising
carousel next

Social and Economic Impacts of Advertising

Outdoor Advertizing in India

Growth of Advertising in India

The History of Advertising 1

types of advertising

Types of advertising

7. Reporting & Editing Techniques

Project Report on Advertising Effectiveness.doc



Introduction to Advertising

History of Indian Advertising

Advertising - Concept, Definition, Funtions, Types

Different Types of Advertising

TYPES OF ADVERTISING

Media of Advertising

Types of Advertisements

major players in advertising

3671764 Advertising Agencies Project

Advertising Agencies Project

Advertising and Sales Promotion



List of Top 20 Advertising Agencies of India

Online Advertising word document

19810421 Advertisement

Advertising Class Notes

The Structure of a Newspaper Organization Edited

Advertising Social Legal Ethical Economical Aspects 090904225056

Phpapp02

Project Report on Advertising

Cyber Journalism

Effect of Advertisement on Consumers

ROLE OF AD IN INDIA

ADVERTISING AGENCY OF INDIA

Documents About Marketing
Communications
carousel next

Annual CPNI Compliance Certificate_2011

CPNI Compliance Statement and Operating Procedures of Netitek LLC2.doc

2016 CPNI Compliance Statement3.pdf

cpni 2016 letter.docx.doc

Safeguards required for use of CPNI1.doc



CPNI Comtel 20171.pdf

Annual CPNI Compliance Statement & Procedure for Filer ID 804675

Beyond Spots & Dots Wins Three MarCom Awards

CPNI Certification Documents-WhiteMtn_Jan 2015.doc

Statement_of_Compliance_CPNI_2017.pdf

CPNI Comtel 2017.pdf

CPNI guidelines Ontario

More From Naga Mani Merugu

carousel next

Mba 402

Mba 207

MBA405M

mba406h

Mba 208

Mba 401

mba403m

mba405h

mba407h


mba407f

Mba 205

Mba 206

mba405f

mba407m

mba406f

Verma Panel Findings Ppt

The Importance of Public Banking

Liquidity

National is Ed Banks in India

Presentation for IL&FS_Investmart



Mba 201

Mba 203

Mba 204

Lending Policies

National is Ed Banks in India2

 Mba 202

Depository Services Ppt

Banking 2

Branch Banking

Banking 1

Footer Menu
ABOUT

About Scribd
 Press

Our blog

Join our team!

Contact Us

Join today

Invite Friends

Gifts

LEGAL

Terms

Privacy

Copyright

SUPPORT

Help / FAQ

Accessibility

Purchase help
AdChoices

Publishers
 Social Media
o

o
o

Copyright 2017 Scribd Inc.

.
Browse Books
.
Mobile Site
.
Site Directory
.
Site Language:
English