Marketing communications

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods, or services through mass media such as television, internet, newspaper etc. by an identified sponsor

Advertising objectives

Advertising objective is a specific

communications task and achievement level to be accomplished with a specific audience in a specific period of time.

ClassificationInformative advertising Persuasive advertising Reminder advertising Reinforcement advertising

Deciding On The Advertising Budget

 INFORMED CONSUMERS MEDIA THAT REACHES FOR OUT MASSES SOCIAL ISSUES ADS ON INTERNET PER UNIT COST IS LESS

 FALSE ADVERTISEMENT COST

TARGET AUDIENCE

 ENCOURAGE MONOPOLY

CELEBRITY ENDORSEMENT

THUMS UP VS PEPSI

REGULATORY BODIES

The Advertisement Standard Council of India Consumer protection organizations

 MESSAGE GENERATION AND EVALUATION

CREATIVE DEVELOPMENT AND EXECUTION SOCIAL- RESPONSIBILITY REVIEW

TRENDS

advertiser can show ads to the relevant users The comfort and ease offered by online
transactions

When a company advertises online, they can

find out exactly how many people see their ad, how many people click on it and how many people buy items as a result of the ad

 What is media?

 Deciding on Reach,
Frequency, and Impact

Media selection How many exposures, E*,

will produce audience awareness A* depends on the exposures:

Reach (R) Frequency (F) Impact (I)

Figure 69.1: Relationship Among Trial, Awareness, and the Exposure Function

 Total Number of Exposures

(E)

E=RxF where R = reach, F = frequency

Known as Gross Rating Points (GRP)

Weighted Number of
Exposures (WE)

WE = R x F x I

where R = reach, F = frequency, I = average impact

 Choosing Among Major Media

Types

 newspaper

 television

radio

 magazines

 Yellow pages

 Direct mail Outdoor Newsletters Broachers Telephone internet

 Media planners consider:

habits

Target-audience media
Product characteristics Message characteristics Cost

New Media

Advertorials Infomercials

 Alternative advertising
options

Place advertising

Place advertising is a
broad category including many creative and unexpected forms to grab consumers attention

Place advertising includes:

Billboards Public spaces Product placement Point of purchase

Media planner must research AUDIENCE to find the most cost effective media type for the advertisement. To do so he must rely on the various measurement services that provide him with data estimates of AUDIENCE SIZE ,COMPOSITION and MEDIA COST.

CIRCULATION

EFFECTIVE AD-EXPOSED AUDIENCE

MEDIA VEHICLES

AUDIENCE

EFFECTIVE AUDIENCE

CIRCULATION

Physical unit carrying advertisement.

AUDIENCE

Number of people exposed to the vehicle.

EFFETIVE AUDIENCE

Number of people with target audience characteristics exposed to the media vehicle.

COST PER CM2 OF ADVERTISMENT IN A NATIONAL DAILY Rs 1600/FULL PAGE ADVERTISMENT AREA 1700 Cm2 TOTAL COST OF FULL PAGE ADVERTISMENT 2.72 MILLION OR 2.72 x 10 LAKH = 27.2 LAKH Rs TOTAL READERSHIP OF THE NATIONAL DAILY 2.8 MILLION COSTOF EXPOSING AD PER THOUSAND PEOPLE .60 PER CM2 OR Rs 970 /- for the full page

MACRO SCHEDULING PROBLEM

SETTING OF ADVERTISING WITH RELATION TO BUSINESS CYCLE AND SEASON PEAK

MICRO SCHEDULING PROBLEM

ALLOCATION OF ADVERTISMENT EXPENDITURE WITHIN A SHORT PERIOD IF TIME TO OBTAIN MAXIMUM IMPACT

CREATING A BROAD SET OF SCHEDULE FOR THE ENTIRE ADVERING CAMPAIGIN.ITS MAIN REASON IS TO CREATE A BRAND IMAGE.

IT IS MAINILY CONCERNED WITH SHORT TERM APPLICATION OF THE ADVERTIMENT EXPENDITURE IN ODER TO HAVE MAXIMUN IMPACT AND TO CREATE INSTANT SALE PROMOTION

 IT MEANS EXPOSURE APPEAR EVENLY THROUGHT A GIVEN PERIOD .IT IS GENERALY USED TO EXPAND MARKET BOUNDARY BY FREQUENT PURCHASING.

IT MEANS SPENDING OF THE BUDGET IN A SINGLE PERIOD OR HAVING MORE CONCENTRATED EXPENDITURE FOR A PARTICULAR PERIOD DUE TO SEASONAL DEMAND
CONTINUITY COCENTRATION

FLIGHTING

PULSING

IT MEANS CREATING CYCLE OF ADVERISING SCHEDULE WITH ADVERTISING FOR A PERTICULAR PERIOD FOLLOWED BY NO ADVERTISING AND

IT IS A CONTINUOUS ADVERTISNG AT LOW WEIGHT LEVELS REINFORCED PERIODICALLYBY WAVES OF HEAVIER ACTIVITY ZONES

EVALUATING ADVERTISING EFFECTIVENESS

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Most advertisers try to measure the communication effect of an ad that is , its potential effect on awareness , knowledge , or preference.

They would also like to measure the ads sales effect.

 It is called copy testing ,

Marketers should perform
seeks to determine whether an ad is communicating effectively. this test before an ad is put into media and after it is printed or broadcast.

 Consumer feedback method Portfolio tests Laboratory

Consumer feedback method

Consumer feedback method asks consumers questions such as :

1. What is the main message you get from this ad? 2. What do you think they want you to know , believe
,or do?

3. How likely is it that this ad will influence you to

undertake the action?

4. What works well in the ad and what works poorly? 5. How does the ad make you feel? 6. Where is the best place to reach you with this
message?

Portfolio tests

Portfolio tests ask consumers to view or listen to a portfolio of advertisements. Consumers are then asked to recall all the ads and their content , aided or unaided by the interviewer. Recall level indicates an ads ability to stand out and to have its message understood and remembered.

Laboratory tests

Laboratory tests use equipment to measure physiological reactions heartbeat , blood , pupil dilation , galvanic skin response , perspiration to an ad; or consumers may be asked to turn a knob to indicate their moment-to-moment liking or interest while viewing sequenced material. These tests measure attention-getting power but reveal nothing about impact on beliefs, attitudes, or intentions.

Sales-effect research

What sales are generated by an ad that increases brand awareness by 20% and brand preference by 10%?
The fewer or more controllable other factors such as features and price are, the easier it is to measure advertisings effect on sales. The sales impact is easiest to measure in direct marketing situations and hardest in brand or corporate imagebuilding advertising. A companys share of advertising expenditures produces a share of voice (proportion of company advertising of that product to all advertising of that product) that earns a share of consumers minds and hearts and, ultimately, a share of market.