Non Personal Promotion Methods and Media

ADVERTISING
"Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor". - Philip Kotler and Armstrong "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost". - Institute of Practitioners in Advertising Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is a form of Communication!

Cont.,
Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

ADVERTISING
Advertising Paid, non- personal communication through various media about a business firm, not-forprofit organization, product, or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience. TYPES OF ADVERTISING Product advertising Nonpersonal selling of a particular good or service. Institutional advertising Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency.

OBJECTIVES OF MARKETING
Informative advertising Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause. Persuasive advertising Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause. Reminder advertising Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public. Advertisers coordinate advertising objectives with the products stage in the product life cycle.

SCOPE AND IMPORTANCE OF ADVERTISING

Advertisements are important for: products aimed at large markets products that have easily communicated features products low in price products sold through independent channel members and/or are new. Broadcast Ad spending is at an all time high due to heavy competition in the: Computer industry Telecommunications Industry Auto Industry

NATURE OF ADVERTISING
Used by many types of organizations including Universities, Civic groups and charities, politicians, government, public, private Manufacturing, Trading & service sectors !! Need to consider the following issues: Does the product possess unique, important features to focus on Unique Selling Point (USP) Are the hidden qualities important to the buyers Is the general demand trend for the product adequate Is the market potential for the product adequate Is the competitive environment favorable Is the organization able and willing to spend the required money to launch an advertising campaign

BENEFITS OF ADVERTISING
Advertisements create awareness, interest and desire for products and services in customers to buy them. Advertising is cost efficient as advertisements can reach a vast number of audiences simultaneously. The message can be repeated several times It helps in boosting the sales of the company. It supports the activities of the distribution network of the firm by creating demand and encouraging purchase through pull strategy. It helps in making the job of the sales force easier, by crating awareness among potential customers. Advertisements also help in building a strong image of a product or brand, apart from increasing its sales.

DAGMAR
DAGMAR was put forward by Russell H. Colley in his book titled Defining Advertising Goals for Measured Advertising Results in 1961 under the sponsorship of Association of National Advertisers. The term DAGMAR corresponds with the abbreviation of the title . DAGMAR views advertising has to perform a Communication task and not a Sales task, therefore advertising goal should be separate and specific, should be written, a defined audience and a specific time period.

 In the DAGMAR approach, the communication task is based on a specific model of the communication process which is also referred to as Hierarchy of Effects Model

Hierarchy of Effects Model

ADVERTISING STRATEGIES
Advertising is a means of bringing buyers and sellers together. Marketers often combine several strategies to meet their objectives. COMPARATIVE ADVERTISING Comparative advertising Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands. Market leaders seldom acknowledge competing brands.

CELEBRITY TESTIMONIALS Use of celebrity spokespeople for products. Can build brand equity but can hurt brand if celebrity is hit by scandal.

 RETAIL ADVERTISING Includes all advertising by retail stores that sell goods or services directly to the consuming public. Cooperative advertising Strategy in which a retailer shares advertising costs with a manufacturer or wholesaler. Involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort. Changes balance between marketers and consumers.

INTERACTIVE ADVERTISING

OTHER CATEGORIES OF ADVERTISING

Public Awareness Advertising Product Advertising- 3 Types Consumer Advertising Industrial Product Advertising Service Advertising Corporate Advertising Public Relation Advertising Public Service Advertising Financial Advertising Global Advertising Internationalizing of Advertising Institutional Advertising Cause Advertising Cause Advertising

PUBLIC AWARENESS ADVERTISING

COMPARATIVE PRODUCT ADVERISEMENT

ADVERTISING MESSAGES
Advertising campaign Series of different but related ads that use a single theme and appear in different media within a specified time period. ADVERTISING APPEALS Appeals can provide information or appeal to emotion. Fear appealsimply or state that incorrect buying decisions could lead to bad consequences. Humor seeks to create positive mood related to good or service. Ads based on sex can be attention-getting, but they boost recall only if the appeal is appropriate to the type of product.

DEVELOPING AND PREPARING ADS Goals: Gain attention. Inform and/or persuade. Lead to purchase or other desired action. After idea conception, ad must be refined from rough sketch to finished layout. CREATING INTERACTIVE ADS Lively, engaging content. Use of advertising in games, or advergames. Banners are the most common form of online advertisement. Use of pop-ups is declining; adware seen as disreputable.

MEDIA SELECTION
Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet

OUTDOOR ADVERTISING

INTERNET ADVERTISING

MEDIA SCHEDULING
After selecting media, marketers determine the most effective timing and sequence for a series of advertisements. Influenced by seasonal sales patterns, repurchase cycles, and competitors activities. Measure effectiveness in three ways: Reachthe number of people exposed to an advertisement.

Frequencythe number of times an individual is exposed to an advertisement. Minimum of three exposures is recommended. Gross rating pointthe product of the reach times the frequency.

ORGANISATION OF ADVERTISING FUNCTION

Organizational arrangements vary from company to company. Usually organized as a staff department reporting to a vice president of marketing. Major tasks include include advertising research, design, copywriting, media analysis, and in some cases, sales and trade promotion. Advertising agency Firm whose marketing specialists help advertisers plan and prepare advertisements. May offer creativity and objectivity that is difficult to maintain in an internal department.

ADVERTISING AGENCIES

Characteristics of Advertising
Advertising
Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Indirect and non-personal Low Little Delayed One-way Yes Yes Fast Same message to all audiences