.

ADVERTISING IS THE FORM

OF PERSUASIVE
COMMUNICATION. IT IS
NOT NEUTRAL. IT IS NOT
UNBIASED. IT STATES
THAT “ I AM GOING TO
SELL YOU A PRODUCT OR
AN IDEA”
 ELEMENTS OF
ADVERTISEMENT
THE WORLD OF ADVERTISING
DEFINING ADVERTISING
A PAID FORM OF
COMMUNICATION
A SPONSOR IS IDENTIFIED
TRIES TO PERSUADE OR
INFLUENCE THE CONSUMER TO
DO SOMETHING
CONVEYED THROUGH MASS
MEDIA
REACHES A LARGE AUDIENCE
IS NONPERSONAL
 PAID FORM

THIS REFERS TO THE

FACT THAT SPACE OR
TIME FOR AN AD
MUST GENERALLY BE
BOUGHT.
 PERSUATION
THIS ESSENTIALLY
HELPS IN THE ASPECT
OF REINFORCEMENT
WHICH RESULTS IN THE
DESIRED ATTITUDE.
 NON PERSONAL
PRESENTATION &
PROMOTION
THERE IS NO
PERSONAL CONTACT
BETWEEN THE BUYER
AND SELLER
 IDEAS, GOODS AND
SERVICES

ADS ARE USED NOT

ONLY TO SELL BUT
ALSO TO FURTHER
GOALS OF PUBLIC
INTEREST.
 AN IDENTIFIED SPONSER

THIS REFERS TO THE

PERSON OR THE
COMPANY WHICH
SPONSERS AN AD. THIS
IS VISIBLE
 CONTROLLED
THIS REFERS TO THE
FACT THAT THE TIME,
SPACE, NO OF
WORDS, JINGLE IS
TOTALLY PLANNED.
 MASS COMMUNICATION
MEDIA
THE COMPLETE
GAMUT(Range) OF THE
PRESS,TV, NEWSPAPER,
MAGAZINES,INTERNET
REFERS TO THE MEDIA WHICH
IS USED TO CONNECT WITH
THE AUDIENCE.
 MEDIATED
ADS ARE A VIA
MEDIA
CONNECTING THE
COMMON MAN WITH
THE PRODUCT
THE FUTURE OF THE WORLD OF
WORK
FOCUS OF ADVERTISING

 TO CREATE
AWARENESS.
TO GIVE
INFORMATION.
RECALL VALUE.
RETENTION VALUE.
MOTIVATIONAL
VALUE.
EMPATHY VALUE.
ENTICING VALUE.
 THE EVOLUTION OF
ADVERTISING

1441-1850S THE AGE OF PRINT

1850-1890S INDUSTRIAL REVOLUTION &
THE CONSUMER SOCIETY
 THE EVOLUTION OF
ADVERTISING

1900-1915 MODERN ADVERTISING

ERA
1915-1950S AGE OF AGENCIES
 THE EVOLUTION OF
ADVERTISING

1900-1915 MODERN ADVERTISING

ERA
1915-1950S AGE OF AGENCIES
 THE EVOLUTION OF
ADVERTISING

1960S-1980S CREATIVE ERA

1990S-2000 ACCOUNTABILITY ERA
2001- RESPONSIBLE
ADVERTISING
 THE CURRENT ADVERTISING SCENE:
GLOBALIZATION/INTERNATIONALISATION

ADVERTISERS
ARE MOVING
INTO GLOBAL
MARKETS
AGENCIES
ARE FORMING
HUGE
MULTINATION
AL
OPERATIONS
THE CURRENT ADVERTISING
SCENE

ELECTRONIC
MEDIA HAS
CHANGED
THE MEDIA
LANDSCAPE
TYPES OF ADVERTISING
BRAND BUSINESS-TO-
ADVERTISING BUSINESS
RETAIL/LOCAL ADVERTISING
ADVERTISING INSTITUTIONAL
POLITICAL ADVERTISING
ADVERTISING
DIRECTORY
PUBLIC SERVICE
ADVERTISING ADVERTISING (PSA)
DIRECT-RESPONSE INTERACTIVE
ADVERTISING ADVERTISING
24
 BRAND OR IMAGE AD
ELIZABETH
ARDEN
COSMETICS
USE BRAND OR
IMAGE
ADVERTISING
AROUND THE
WORLD.
BUSINESS TO BUSINESS AD
NOVELL’S
B2B “WE
SPEAK
YOUR
LANGUAGE
” AWARD
WINNING
CAMPAIGN
RAN
GLOBALLY.
 STRENGTHS OF INTERNATIONAL
ADVERTISING
AS A MARKETING TECHNIQUE
 CAN REACH A MASS AUDIENCE
THE SUPERBOWL - 150MILLION
CONSUMERS
 INTRODUCES PRODUCTS
WINDOWS VISTA - WORLDWIDE
 EXPLAINS IMPORTANT CHANGES
NEW ROUTES FOR AIRLINES
 REMINDS AND REINFORCES
COCA COLA - 50 YEARS
 PERSUADES
NIKE SALES INCREASED BY 300%
 THE KEY PLAYERS OF
ADVERTISING
ADVERTISER
ADVERTISING AGENCY
THE ADVERTISING
DEPARTMENT
THE IN-HOUSE AGENCY
MEDIA
VENDORS
TARGET AUDIENCE
28
 THE KEY PLAYERS
 USES ADVERTISING
TO SEND OUT A
MESSAGE ABOUT ITS
ADVERTISER PRODUCTS
(CLIENT)  INITIATES THE
ADVERTISING
Agency EFFORT BY
IDENTIFYING A
Media MARKETING
PROBLEM
Supplier  APPROVES
AUDIENCE, PLAN
Audience AND BUDGET
 HIRES THE
ADVERTISING
AGENCY
 THE KEY PLAYERS
HAS STRATEGIC
AND CREATIVE
Advertiser EXPERTISE,
(client) MEDIA
KNOWLEDGE,
AGENCY WORKFORCE
TALENT, AND
Media NEGOTIATING
Supplier ABILITIES
 ADVERTISING
Audience DEPARTMENT
 IN-HOUSE AGENCY
THE KEY PLAYERS
 THE CHANNELS OF
COMMUNICATION THAT
Advertiser CARRY THE MESSAGE TO
THE AUDIENCE
(client)  ARE ALSO COMPANIES
OR HUGE
Agency CONGLOMERATES
 MASS MEDIA
ADVERTISING CAN BE
MEDIA COST EFFECTIVE
BECAUSE THE COSTS
ARE SPREAD OVER THE
Supplier LARGE NUMBER OF
PEOPLE THE AD
Audience REACHES
 THE KEY PLAYERS
 ASSIST
ADVERTISERS,
Advertiser AGENCIES, AND
(client) THE MEDIA IN
CREATING AND
Agency PLACING THE ADS
 VENDOR
Media SERVICES ARE
OFTEN CHEAPER
SUPPLIER THAN THOSE IN-
HOUSE
Audience
 THE KEY PLAYERS
 THE DESIRED AUDIENCE
FOR THE ADVERTISING
Advertiser MESSAGE
DATA-GATHERING
(client) TECHNOLOGY IMPROVES
ACCURACY OF
Agency INFORMATION ABOUT
CUSTOMERS
Media ADVERTISERS MUST
RECOGNIZE THE
Supplier VARIOUS TARGET
AUDIENCES THEY ARE
TALKING TO AND KNOW
AUDIENCE AS MUCH ABOUT THEM
AS POSSIBLE
 THE ROLES OF
ADVERTISING
MARKETING ROLE
COMMUNICATION
ROLE
ECONOMIC ROLE
SOCIETAL ROLE
34
ROLES OF ADVERTISING
THE PROCESS A
BUSINESS USES
MARKETING TO SATISFY
CONSUMER
Communication NEEDS BY
Economic PROVIDING
GOODS AND
Societal SERVICES
 PRODUCT
CATEGORY
 TARGET MARKET
 MARKETING MIX
 BRAND
 ROLES OF ADVERTISING
 CAN REACH A
MASS AUDIENCE
Marketing  INTRODUCES
COMMUNICATION PRODUCTS
Economic  EXPLAINS
IMPORTANT
Societal CHANGES
 REMINDS AND
REINFORCES
 PERSUADES
ROLES OF ADVERTISING
 MOVES FROM BEING
INFORMATIONAL TO
Marketing CREATING DEMAND
 ADVERTISING IS AN
Communication OBJECTIVE MEANS
FOR PROVIDING
ECONOMIC PRICE-VALUE
Societal INFORMATION,
THEREBY CREATING
A MORE RATIONAL
ECONOMY
ROLES OF ADVERTISING
 INFORMS
CONSUMERS ABOUT
INNOVATIONS AND
Marketing ISSUES
Communication  MIRRORS FASHION
AND DESIGN TRENDS
Economic  TEACHES
CONSUMERS ABOUT
SOCIETAL NEW PRODUCTS
 HELPS SHAPE
CONSUMER SELF-
IMAGE
 PERPETUATES SELF-
EXPRESSION
THE MOST RECOGNISABLE
BRAND IN THE WORLD
 THE ADVERTISING AGENCY
THE
CLIENT

THE
SUPPLIERS
MEDIA
 KEY CONCEPTS OF
ADVERTISING
 THE LOGIC AND
PLANNING BEHIND
STRATEGY THE AD
 ADS ARE
Creative DEVELOPED TO
idea MEET OBJECTIVES
 ALL ADS ARE
DIRECTED TO
Execution SPECIFIC TARGET
AUDIENCES
Media  ADS ARE RUN IN THE
MOST EFFECTIVE
MEDIA
 KEY CONCEPTS OF
ADVERTISING
THE CENTRAL
Strategy IDEA THAT
GRABS THE
CREATIVE CONSUMER’S
IDEA ATTENTION
Execution CREATIVITY
DRIVES THE
Media ENTIRE FIELD OF
ADVERTISING
 KEY CONCEPTS OF
ADVERTISING
 EFFECTIVE ADS
STRATEGY ADHERE TO THE
CREATIVE HIGHEST
PRODUCTION
IDEA VALUES IN THE
INDUSTRY
EXECUTION  CLIENTS DEMAND
THE BEST
MEDIA PRODUCTION THE
BUDGET ALLOWS
 KEY CONCEPTS OF
ADVERTISING
 COMMUNICATION
Strategy CHANNELS THAT
REACH A BROAD
Creative AUDIENCE
idea  HOW TO DELIVER
THE MESSAGE IS
Execution JUST AS
IMPORTANT
MEDIA COMING UP WITH
THE CREATIVE IDEA
OF THE MESSAGE
 WHAT MAKES AN AD
EFFECTIVE?
 IT HAS A SPECIFIC
OBJECTIVE
 IT CREATES AN
IMPRESSION FOR
THE PRODUCT,
SERVICE OR
BRAND
 IT PERSUADES
YOU TO BUY.
 CAN CROSS
BORDERS
IS THIS AN EFFECTIVE AD?
‘1984’
 ETHICS IN ADVERTISING
AND PROMOTION
ETHICS:
ETHICS: MORAL
MORAL PRINCIPLES
PRINCIPLES AND
AND VALUES
VALUES
THAT
THAT GOVERN
GOVERN THE
THE ACTIONS
ACTIONS OF
OF AND
AND
INDIVIDUAL
INDIVIDUAL OR
OR GROUP.
GROUP.

AA Marketing
Marketing or
or
Promotion
APromotion Action
Action
MARKETING
Not
Not All
All Issues
Issues Can
Can A MARKETING
May
May
OR Be
Be Legal
Legal but
PROMOTION but
Be
Be Regulated
Regulated OR PROMOTION MARKETERS
MARKETERS MUST
MUST
NOT
NOT ALL
ALL ISSUES
ISSUES Not
Not Considered
Considered
ACTION MAY
CAN ACTION
Ethical MAY BEBE MAKE
MAKE DECISIONS
DECISIONS
CAN BEBE Ethical
LEGAL
LEGAL BUT
BUT NOT
NOT
REGULATED REGARDING
REGARDING THE
THE
REGULATED CONSIDERED
CONSIDERED APPROPRIATENESS
APPROPRIATENESS
ETHICAL
ETHICAL OF
OF THEIR
THEIR ACTIONS
ACTIONS

n
 ADVERTISING AND PROMOTION AS
UNTRUTHFUL OR DECEPTIVE

General
GENERAL
General
GENERAL Mistrust
MISTRUST
Mistrust
MISTRUSTof
of Advertising
OF
Advertising and
OF ADVERTISING
and
ADVERTISING AND
AND
Among
Among Consumers.
AMONG
AMONG CONSUMERS.
Consumers.
CONSUMERS. Many
MANY
Many
MANYDo
DoDONot
DO Perceive
NOT
Not
NOTPerceive
PERCEIVE
Ads
Ads As ADS
As Honest
PERCEIVE AS
ADSor
Honest HONEST
HONEST OR
ASBelievable
or Believable OR BELIEVABLE
BELIEVABLE

ABUSES
ABUSES INVOLVING
INVOLVING SALES
Abuses
Abuses Involving
Involving SalesSALES
Sales Promotions
Promotions Such
Such As
As
PROMOTIONS
PROMOTIONS
Contests, SUCH
SUCH AS AS CONTESTS,
CONTESTS,
Contests, Sweepstakes,
Sweepstakes, Premium
Premium Offers
Offers
SWEEPSTAKES,
SWEEPSTAKES, PREMIUM
PREMIUM OFFERS
OFFERS

Unethical
UNETHICAL
Unethical
UNETHICAL And/or
AND/OR
And/or
AND/ORDeceptive
Deceptive Practices
DECEPTIVE PRACTICES
Practices
DECEPTIVE PRACTICES
Involving
INVOLVING
Involving
INVOLVING Mail
Mail Order,
MAIL
MAILOrder, Telemarketing
ORDER,Telemarketing
ORDER, and
TELEMARKETING
and
TELEMARKETING
AND
Other
AND OTHER
Other FormsFORMS
Forms
OTHER of OF
of Direct
FORMS OF
Direct DIRECT
DIRECT MARKETING
Marketing
MarketingMARKETING

INTERNET
INTERNET SCAMS
SCAMS AND
AND ABUSES
ABUSES

in
 ADVERTISING AS OFFENSIVE
OR IN BAD TASTE
OBJECTIONS
OBJECTIONS TO TO
Objections
Objections to
to USE OF
USEof SEXUAL
OFSexual
SEXUAL
ADVERTISING
ADVERTISING Use
Use of Sexual
Advertising APPEALS
APPEALS AND/OR
AND/OR USE
USE OF
OF
Advertising
OF
OF CERTAIN
CERTAIN Appeals
Appeals And/or
And/or
NUDITY
NUDITY SHOCK
Of
Of Certain
Certain Products
PRODUCTS
PRODUCTS Products Nudity
Nudity SHOCK ADS
ADS

+
+
+
ADVERTISING AND CHILDREN

CHILDREN'S
CHILDREN'S TV
TV
WATCHING
WATCHING BEHAVIOR
BEHAVIOR

TELEVISION
TELEVISION IS
IS AN
AN
CHILDREN
CHILDREN IMPORTANT
IMPORTANT
BETWEEN
BETWEEN AGES
AGES 2-2- SOURCE
SOURCE OF
OF
11
11 WATCH
WATCH ONON
AVERAGE INFORMATION
INFORMATION
AVERAGE 21.5
21.5
HOURS
HOURS OFOF TV
TV PER
PER FOR
FOR CHILDREN
CHILDREN
WEEK
WEEK AND
AND MAY
MAY ABOUT
ABOUT PRODUCTS
PRODUCTS
SEE
SEE 22,000
22,000
COMMERCIALS
COMMERCIALS
PER
PER YEAR
YEAR
 PERSPECTIVES ON ADVERTISING
TO CHILDREN
CONSUMER
CONSUMER ADVOCATES
ADVOCATES ARGUE
ARGUE THAT
THAT
CHILDREN
CHILDREN ARE
ARE VULNERABLE
VULNERABLE TO
TO
ADVERTISING
ADVERTISING BECAUSE:
BECAUSE:

They
They
They Lack
They Lack
Lackthethe
the
the They
They
They Cannot
They Cannot
Cannot
Cannot
Knowledge
Knowledge
Knowledge and
Knowledge and
and
and Differentiate
Differentiate
Differentiate
Differentiate
Skills
Skills
Skills to
Skills to
toCritically
to Critically
Critically
Critically Between
Between Programs
Between
Between Programsand
Programs
Programs and
Evaluate
Evaluate
Evaluate
Evaluate Commercials
and Commercials
Commercials
and Commercials
Advertising
Advertising Claims
Advertising
Advertising Claims
Claims
Claims

WHILE
WHILE MARKETERS
MARKETERS ARGUE
ARGUE THAT:
THAT:
CHILDREN
CHILDREN
Children MUST
MUST
Must Learn Need
Children
LEARN
Must Learn Need to
to Acquire
Acquire Skills
Skills
LEARN the
Through Needed
Through the
THROUGH Needed
THROUGH THE THE
Socialization To
Socialization
SOCIALIZATION
SOCIALIZATION To Function
Function in
in the
the
Process
Process
PROCESS Marketplace
Marketplace
PROCESS
SOCIAL AND CULTURAL
CONSEQUENCES OF ADVERTISING

DOES
Does
Does Advertising
DOES ADVERTISING
Advertising Make
ADVERTISINGMakeMAKE
MAKE
People
PEOPLE
People Buy
PEOPLE BUY
Buy Things
BUY THINGS
Things
THINGS
They
THEY
They Don’t
THEY DON’T
Don’t Need?
DON’T NEED?
Need?
NEED?

DOES
DOES ADVERTISING
ADVERTISING
Does Advertising
Does Advertising
ENCOURAGE
ENCOURAGE
Encourage
Encourage Materialism?
Materialism?
MATERIALISM?
MATERIALISM?

IS
IS ADVERTISING
ADVERTISING JUST
JUST
AA REFLECTION
REFLECTION OF
OF SOCIETY?
SOCIETY?
 ADVERTISING AND STEREOTYPING
PORTRAYAL
PORTRAYAL OF OF WOMEN
WOMEN
Portrayal
TO REFLECT
Portrayal
TO of
of Women
REFLECT THEIR
Women
THEIRto
to Reflect
Reflect
Their
Their Changing
CHANGING
Changing
CHANGING Role
ROLE
ROLE IN
RoleINin
in
Society
SOCIETY
Society
SOCIETY

GENDER
GENDER Portrayal
Portrayal of
of OF
Gender
Gender PORTRAYAL
PORTRAYAL OF
STEREOTYPING
STEREOTYPING CRITICISMS
CRITICISMS OF
OF Women
Women As
As
Stereotyping
Stereotyping WOMEN
WOMEN AS
AS
ADVERTISING Sex
Sex Objects
Objects
ADVERTISING SEX
SEX OBJECTS
OBJECTS
WITH
WITH REGARD
REGARD TO
TO
STEREOTYPING
STEREOTYPING

Ethnic
Ethnic
ETHNIC
ETHNIC
Stereotyping/
Stereotyping/
STEREOTYPING/
PORTRAYAL STEREOTYPING/
Representation
Representation of
of
PORTRAYAL OF
OF REPRESENTATION
REPRESENTATION
THE
THE ELDERLY
ELDERLY Minorities
Minorities
OF
OF MINORITIES
MINORITIES
DO ADVERTISERS CONTROL THE MEDIA?

ADVERTISING
ADVERTISING IS THE
THE PRIMARY
ISPrimary
PRIMARY
Advertising
Advertising Is
Is the
the Primary Source
Source of
of
SOURCE
SOURCE OF
OF REVENUE
REVENUE FOR
FOR
Revenue
Revenue for
for Newspapers,
Newspapers, Magazines,
Magazines,
NEWSPAPERS,
NEWSPAPERS, MAGAZINES,
MAGAZINES, AND
AND
and
and Television
Television and
and Radio
Radio Networks
Networks
TELEVISION
TELEVISION AND
AND RADIO
RADIO
and
and Stations
Stations
NETWORKS
NETWORKS AND AND STATIONS
STATIONS

THE MEDIA’S
THEMedia’s
MEDIA’S DEPENDENCE
DEPENDENCE ON
ON
The Dependence
The Media’s Dependence on
on
ADVERTISING
ADVERTISING FOR
FOR REVENUE
REVENUE
Advertising
Advertising For Revenue
Revenue Makes
For VULNERABLE
MakesTOThem
Them
MAKES THEM
MAKES THEM VULNERABLE TO
Vulnerable
Vulnerable To
To Control
Control by
by Advertisers
Advertisers
CONTROL
CONTROL BY BY ADVERTISERS
ADVERTISERS

ADVERTISERS
ADVERTISERS MAY
MAY EXERT
EXERT
CONTROL
CONTROL OVER
OVER THE
THE MEDIA
MEDIA BY
BY
BIASING
BIASING EDITORIAL
EDITORIAL CONTENT,
CONTENT,
LIMITING
LIMITING COVERAGE
COVERAGE OFOF CERTAIN
CERTAIN
ISSUES
ISSUES OR
OR INFLUENCING
INFLUENCING
PROGRAM
PROGRAM CONTENT
CONTENT
THEY
They
THEY MUST
They Must
MUST
Must REPORT
Report
REPORT
Report the THE
the News NEWS
THEFairly
News NEWS
Fairly
FAIRLY
and
FAIRLY AND
AND ACCURATELY
and Accurately
Accurately to
to Retain TO
Retain Public
ACCURATELY PublicTO
RETAIN PUBLIC
PUBLIC CONFIDENCE
Confidence
RETAIN
Confidence CONFIDENCE

ADVERTISERS
Advertisers
Advertisers Need
ADVERTISERS NeedNEED
the
the Media
NEED THE
THEMore
Media MEDIA
More
MEDIA
Than
MORE
Than the
MORE THAN
the Media
THAN THE
Media Need
THE MEDIA
Need Any
Any One
MEDIA NEED
One
NEED
Advertiser
ANY
ANY ONE
ONE ADVERTISER
Advertiser ADVERTISER

THE
THE MEDIA
MEDIA MAINTAIN
MAINTAIN
SEPARATION
SEPARATION BETWEEN
BETWEEN NEWS
NEWS
AND
AND BUSINESS
BUSINESS
 LEO BURNETT STATES:
“ITMUST BE SAID THAT
WITHOUT ADVERTISING WE
WOULD HAVE A FAR
DIFFERENT NATION, AND ONE
THAT WOULD BE MUCH THE
POORER-NOT MERELY IN
MATERIAL COMMODITIES, BUT
 ADVERTISING PLAN AND
ITS MARKETING CONTEXT
MARKETING PLAN

AD PLAN
SPECIFIES THINKING AND TASKS NEEDED TO
CONCEIVE AND IMPLEMENT AN EFFECTIVE
ADVERTISING EFFORT
 ADVERTISING PLAN
COMPONENTS
INTRODUCTION

SITUATION ANALYSIS

OBJECTIVES
BUDGETING

STRATEGY
EXECUTION

EVALUATION
 ADVERTISING PLAN
COMPONENTS

EXECUTIVE SUMMARY


1.INTRODUCTION
OVERVIEW

HISTORICAL


CONTEXT
INDUSTRY

2.SITUATIO
N ANALYSIS ANALYSIS
MARKET ANALYSIS

COMPETITOR
ANALYSIS
 3.OBJECTIVES
 TO CREATE OR MAINTAIN BRAND
AWARENESS.
 TO CHANGE CONSUMER BELIEFS OR
ATTITUDES.
 TO INFLUENCE PURCHASE INTENT.

 TO STIMULATE TRIAL USE.

 TO CONVERT ONE-TIME USERS INTO
REPEAT PURCHASERS.
 TO ENCOURAGE BRAND SWITCHING.
CHARACTERISTICS OF WORKABLE
OBJECTIVES

QUANTITATIVE BENCHMARKS


MEASUREMENT METHODS
CRITERIA FOR SUCCESS
TIME FRAME
 4.BUDGETING

PERCENTAGE OF SALES


DOES NOT RELATE SPENDING TO
BUDGETING


OBJECTIVES
METHODS
SHARE OF MARKET/VOICE

LIKELY TO MAINTAIN “STATUS QUO”
MARKET SHARE
RESPONSE MODELS


DEPENDS ON SALES = ADVERTISING



RELATIONSHIP
OBJECTIVE AND TASK


PREFERRED AND STRATEGIC


IMPLEMENTING OBJECTIVE AND
TASK BUDGETING

DETERMINE COST COMPARE COSTS AGAINST

BASED ON BUILD-UP INDUSTRY AND
CORPORATE BENCHMARKS
ANALYSIS

PRODUCTION


COSTS
ANCILLARY COSTS


OTHER RECONCILE AND

PROMOTION/ MODIFY BUDGET
REACH


FREQUENCY
TIME FRAME
MEDIA
DETERMINE TIME
FRAME FOR
PAYOUT
5.STRATEGY

BRAND NAME


RECOGNITION?
REPETITION AND


FREQUENCY
RHYMING GAMES

TRIAL USE STIMULATION?


INTRODUCTORY OFFERS


PRODUCT GUARANTEES
BRAND SWITCHING?


VALUE PROPOSITIONS


PRODUCT COMPARISONS
 AD IN CONTEXT EXAMPLE

WHAT
WHAT ISIS
THE
THE
STRATEGY
STRATEGY
IN
IN THIS
THIS AD?
AD?
 AD COPY STRATEGY


6.EXECUTION MEDIA PLAN
INTEGRATED BRAND
PROMOTION

CRITERIA
7.EVALUATION  METHODS
CONSEQUENCES
 MEDIA
THE VEHICLES
THAT CARRY THE
ADS TO THE
TARGET MARKET.
 COMPOMENTS OF MEDIA
FUNCTION

MEDIA PLANNER
MEDIA BUYER
MEDIA RESEARCHER
KEY MEDIA TERMS
 MEDIA TERMINOLOGY
MEDIA
MEDIA AAseries
SERIES
series
SERIESof
ofOF
decisions
OF DECISIONS
decisions involving
DECISIONS INVOLVING
involving the
the delivery
INVOLVING THE
delivery of
THE
of
PLANNING
PLANNING messages
DELIVERY
messages to
DELIVERY OF
to
OFaudiences
MESSAGES
MESSAGES TO
audiences TO AUDIENCES
AUDIENCES

MEDIA
MEDIA GOALS
Goals
Goals to
GOALS toTO
be
be attained
TO BE
BE ATTAINED
attained by
by the
ATTAINEDthe media
BY
BY THE
media strategy
THE MEDIA
strategy
MEDIAand
and
OBJECTIVES
OBJECTIVES program
STRATEGY
program
STRATEGY AND
AND PROGRAM
PROGRAM

MEDIA
MEDIA DECISIONS
Decisions
Decisions on
DECISIONS onON
how
howHOW
ON the
the media
HOW THE
THE MEDIA
media objectives
MEDIA OBJECTIVES
objectives can
can be
OBJECTIVES
be
STRATEGY
STRATEGY attained
CAN BE
BE ATTAINED
attained
CAN ATTAINED

THE VARIOUS
THEvarious
VARIOUS CATEGORIES
CATEGORIES OF DELIVERY
OFsystems,
DELIVERY
The
The various categories
categories of
of delivery
delivery systems,
MEDIA
MEDIA SYSTEMS,
SYSTEMS, INCLUDING
INCLUDING BROADCAST
BROADCAST AND
AND
including
including broadcast
broadcast and
and print
print media
media
PRINT
PRINT MEDIA
MEDIA

BROADCAST
BROADCAST EITHER
EITHER RADIO
RADIO OR
OR TELEVISION
TELEVISION NETWORK
NETWORK OR
OR
MEDIA
MEDIA LOCAL
LOCAL STATION
STATION BROADCASTS
BROADCASTS
 MEDIA TERMINOLOGY
PRINT
PRINT PUBLICATIONS
Publications
Publications such
PUBLICATIONS suchSUCH
as
as newspapers,
SUCH AS
AS NEWSPAPERS,
newspapers, magazines,
NEWSPAPERS,
magazines,
MEDIA
MEDIA direct
MAGAZINES,
direct mail,
mail, outdoor,
MAGAZINES, DIRECT
outdoor,
DIRECTetc.
etc.MAIL,
MAIL, OUTDOOR,
OUTDOOR, ETC.
ETC.

MEDIA
MEDIA THE SPECIFIC
THEspecific
SPECIFIC CARRIER
CARRIER WITHIN
WITHIN A
A MEDIUM
MEDIUM
The
The specific carrier
carrier within
within a
a medium
medium category
category
VEHICLE
VEHICLE CATEGORY
CATEGORY

NUMBER
NUMBER OF
OF DIFFERENT
DIFFERENT AUDIENCE
AUDIENCE
Number
Number of
of different
different audience
audience members
members exposed
exposed at
at
REACH
REACH MEMBERS
MEMBERS EXPOSED
EXPOSED AT
AT LEAST
LEAST ONCE
ONCE IN
IN A
A
least
least once
once in
in aPERIOD
a given
given time
time period
period
GIVEN TIME
GIVEN TIME PERIOD
THE POTENTIAL
THEpotential
POTENTIAL AUDIENCE
AUDIENCE THAT
THAT MIGHT
MIGHT
The
The potential audience
audience that
that might
might receive
receive the
the
COVERAGE
COVERAGE RECEIVE
RECEIVE THE
THE MESSAGE
MESSAGE THROUGH
THROUGH THE
THE
message
message through
through the
the vehicle
vehicle
VEHICLE
VEHICLE
THE
THE NUMBER
NUMBER OF OF TIMES
TIMES THE
THE RECEIVER
RECEIVER ISIS
FREQUENCY
FREQUENCY EXPOSED
EXPOSED TOTO THE
THE MEDIA
MEDIA VEHICLE
VEHICLE IN
IN A
A
SPECIFIC
SPECIFIC TIME
TIME PERIOD
PERIOD
THE DIFFERENCE BETWEEN
REACH AND FREQUENCY
 MEDIA FACTORS DETERMINING FREQUENCY

CLUTTER
CLUTTER
Clutter
Clutter

REPEAT
Repeat
Repeat
REPEAT
SCHEDULING
SCHEDULING Exposures
EXPOSURES
Exposures
EXPOSURES
MEDIA
MEDIA
FACTORS
FACTORS
Editorial
Editorial
EDITORIAL
EDITORIAL
Attentiveness
ATTENTIVENESS
Attentiveness
ATTENTIVENESS ENVIRONMENT
Environment
ENVIRONMENT
Environment

NUMBER
Number
Number of
NUMBER ofOF
OF
Media
MEDIA
Media Used
MEDIA USED
Used
USED
 MEDIA MIX
BLEND OF
DIFFERENT KINDS
OF MEDIA TO REACH
THE TARGET
AUDIENCE.
 MEDIA PLAN
DOCUMENT THAT
ESTABLISHES HOW MEDIA
WILL BE USED TO
DISSEMINATE AN
ADVERTISER’S MESSAGE,
INCLUDING OBJECTIVES
AND STRATEGY.
 DEVELOPING THE MEDIA PLAN
Situation
SITUATION
Situation
SITUATION Marketing
MARKETING
Marketing
MARKETING Creative
CREATIVE
Creative
CREATIVE
Analysis
Analysis
ANALYSIS Strategy
Strategy
STRATEGY Plan
Plan Strategy
Strategy
STRATEGY Plan
Plan
ANALYSIS STRATEGY STRATEGY
PLAN
PLAN PLAN
PLAN
SETTING
Setting
Setting Media
SETTING MEDIA
Media
MEDIAObjectives
OBJECTIVES
Objectives
OBJECTIVES

DETERMINING
Determining
Determining Media
DETERMINING MEDIA
Media
MEDIAStrategy
STRATEGY
Strategy
STRATEGY

SELECTING
Selecting
Selecting Broad
SELECTING BROAD
Broad Media
BROAD MEDIA
Media Classes
MEDIA CLASSES
Classes
CLASSES

SELECTING
Selecting
Selecting Media
SELECTING MEDIA
Media Within
MEDIA WITHIN
Within Class
ClassCLASS
WITHIN CLASS

MEDIA
MEDIA USE
USE DECISION
DECISION MEDIA
MEDIA USE
USE DECISION
DECISION MEDIA
MEDIA USE
USE DECISION
DECISION
—
— BROADCAST
BROADCAST —
— PRINT
PRINT —
— OTHER
OTHER MEDIA
MEDIA
MEDIA PLANNING DIFFICULTIES

MEASUREMENT
Measurement
Measurement
MEASUREMENT LACK
LACKofOF
OF
Lack
Lack of Information
Information
Problems
PROBLEMS
Problems
PROBLEMS INFORMATION
INFORMATION

PROBLEMS
PROBLEMS
IN
IN MEDIA
MEDIA
PLANNING
PLANNING

TIME
TIME INCONSISTENT
INCONSISTENT
Inconsistent
Inconsistent
PRESSURE
PRESSURE Terms
TERMS
Terms
TERMS
 MEDIA OBJECTIVE
STATEMENT IN MEDIA PLAN
THAT EXPLAINS THE GOALS
OF THE PLAN; USUALLY
STATES HOW MANY OF THE
TARGET WILL BE EXPOSED
TO ADVERTISING MESSAGES
IN A GIVEN TIME PERIOD, AND
HOW OFTEN.
 MEDIA STRATEGY
STATEMENT IN MEDIA PLAN
THAT OUTLINES HOW
OBJECTIVES WILL BE
ACCOMPLISHED; SHOWS
WHERE AND WHEN
ADVERTISING MESSAGES
WILL APPEAR, AND AT WHAT
COST
 TELEVISION PROS AND CONS
ADVANTAGES DISADVANTAGES
MASS
Mass
MASS
Mass COVERAGE
Coverage
COVERAGE
Coverage LOW
LOW
Low
Low SELECTIVITY
SELECTIVITY
Selectivity
Selectivity

HIGH
HIGH
High
High REACH
REACH
Reach
Reach SHORT
Short
SHORT
Short MESSAGE
Message Life
MESSAGE
Message Life LIFE
LIFE
IMPACT
Impact
Impact of
IMPACT ofOF
Sight,
OF SIGHT,
Sight, Sound
SIGHT, SOUND
Sound
SOUND
and
AND HIGH
High
HIGH
High ABSOLUTE
Absolute Cost COST
Cost
ABSOLUTE
Absolute COST
and Motion
AND MOTION
Motion
MOTION
HIGH
HIGH PRODUCTION
PRODUCTION
HIGH
HIGH
High
High PRESTIGE
PRESTIGE
Prestige
Prestige High
High
COST
Production
Production Cost
Cost
COST
LOW
Low
Low Cost
LOW COST
Cost
COSTPer
PER
Per Exposure
PER EXPOSURE
Exposure
EXPOSURE CLUTTER
CLUTTER
ATTENTION
Attention
ATTENTION
Attention GettingGETTING
GettingGETTING

FAVORABLE
Favorable
FAVORABLE
Favorable Image IMAGE
Image IMAGE
 RADIO PROS AND CONS
ADVANTAGES DISADVANTAGES
LOCAL
Local
LOCAL
Local COVERAGE
Coverage
COVERAGE
Coverage AUDIO
AUDIO
Audio
Audio OnlyONLY
Only ONLY
LOW
LOW
Low
Low CostCOST
Cost COST CLUTTER
CLUTTER
Clutter
Clutter

HIGH
HIGH
High
High FREQUENCY
FREQUENCY
Frequency
Frequency Low
Low Attention
LOW
LOW ATTENTION
Attention
ATTENTIONGetting
GETTING
Getting
GETTING

FLEXIBLE
FLEXIBLE
Flexible
Flexible FLEETING
FLEETING MESSAGE
MESSAGE
LOW
LOW PRODUCTION
PRODUCTION
Low
Low Production Cost
Production Cost
COST
COST
WELL-SEGMENTED
WELL-SEGMENTED
Well-segmented
Well-segmented Audience
Audience
AUDIENCE
AUDIENCE
 NEWSPAPER PROS AND CONS
ADVANTAGES DISADVANTAGES
HIGH
HIGH
High
High COVERAGE
COVERAGE
Coverage
Coverage SHORT
SHORT
Short
Short Life LIFE
Life LIFE
LOW
LOW
Low
Low COST
COST
Cost
Cost CLUTTER
CLUTTER
Clutter
Clutter

SHORT
Short
Short Lead
SHORT LEAD
Lead Time
LEAD TIME
Time for
for Placing
TIME FOR
Placing
FOR Low
LOWAttention
LOW
Low ATTENTION
Attention
ATTENTIONGetting
GETTING
Getting
GETTING
Ads
PLACING
Ads
PLACING ADS
ADS
Ads
Ads
Ads Can
Can
Can Be
Be
Be Placed
Placed
Placed in Interest
inin Interest
Interest POOR REPRODUCTION
Ads Can Be Placed in Interest POOR
Poor REPRODUCTION
Reproduction Quality
Sections
Sections
Sections Poor Reproduction
QUALITY Quality
Sections QUALITY
SELECTIVE
SELECTIVE READER
READER
TIMELY
Timely
Timely (Current
TIMELY (CURRENT
(Current Ads)
Ads)ADS)
(CURRENT ADS) EXPOSURE
EXPOSURE
READER
READER
Reader CONTROLS
CONTROLS
Reader Controls
Controls
Exposure
Exposure
Exposure
Exposure
CAN
CAN
Can
BE
BeBE USED
USED
Used for
FOR
FOR
Coupons
Can Be
COUPONSUsed for Coupons
COUPONS
 OUTDOOR PROS AND CONS
ADVANTAGES DISADVANTAGES
LOCATION
Location
LOCATION
Location SPECIFIC
Specific
SPECIFIC
Specific SHORT
Sort
Sort Exposure
SHORT EXPOSURE
Exposure Time
Time TIME
EXPOSURE TIME

HIGH
High
HIGH
High REPETITION
Repetition
REPETITION
Repetition SHORT
SHORT
Short
Short Ads ADS
Ads ADS
EASILY
Easily
EASILY
Easily NOTICED
Noticed
NOTICED
Noticed POOR
Poor
POOR
Poor IMAGE
Image
IMAGE
Image

LOCAL
LOCAL RESTRICTIONS
RESTRICTIONS
 DIRECT MAIL PROS AND CONS
Advantages Disadvantages
HIGH
High
High Selectivity
HIGH SELECTIVITY
Selectivity
SELECTIVITY HIGH
High
High Cost
HIGH COST
Cost
COSTPer
PER
Per Contact
PER CONTACT
Contact
CONTACT

READER
READER CONTROLS
CONTROLS POOR
Poor
Reader
Reader Controls
Controls
EXPOSURE
Exposure
Exposure Poor Image
POOR IMAGE
Image (Junk
IMAGE (JUNK
(Junk Mail)
Mail)MAIL)
(JUNK MAIL)
EXPOSURE
HIGH INFORMATION
HIGH
High
High
CONTENT
CONTENT
INFORMATION
Information
Information Content
Content CLUTTER
CLUTTER
REPEAT
Repeat
Repeat Exposure
REPEAT EXPOSURE
Exposure
EXPOSURE
Opportunities
OPPORTUNITIES
Opportunities
OPPORTUNITIES
 INTERNET PROS AND CONS
ADVANTAGES DISADVANTAGES
USER
User
User Selects
USER SELECTS
Selects
SELECTSProduct
PRODUCT
Product
PRODUCT LIMITED
LIMITED CREATIVE
CREATIVE
Limited
Limited Creative
Creative Capabilities
Capabilities
Information
INFORMATION
Information
INFORMATION CAPABILITIES
CAPABILITIES
USER
User
User Attention
USER ATTENTION
Attention
ATTENTIONand
and AND
AND WEBSNARL
WEBSNARL (CROWDED
(CROWDED
Websnarl
Websnarl (Crowded
(Crowded Access)
Access)
Involvement
INVOLVEMENT
Involvement
INVOLVEMENT ACCESS)
ACCESS)
INTERACTIVE
INTERACTIVE TECHNOLOGY
TECHNOLOGY
Interactive
Interactive Relationship
Relationship Technology
Technology Limitations
Limitations
RELATIONSHIP
RELATIONSHIP LIMITATIONS
LIMITATIONS
DIRECT
DIRECT SELLING
SELLING FEW
Few
FEW VALID
Few Valid
VALID
Valid MEASUREMENT
Measurement
MEASUREMENT
Measurement
Direct
Direct Selling
Selling Potential
Potential TECHNIQUES
Techniques
POTENTIAL
POTENTIAL TECHNIQUES
Techniques
FLEXIBLE
FLEXIBLE MESSAGE
MESSAGE LIMITED
Flexible
Flexible
PLATFORM
Message
Message Platform
Platform LIMITED REACH
REACH
PLATFORM
 THE CREATIVE TEAM

COPYWRITER
COPYWRITER ART
ART DIRECTOR
DIRECTOR

CREATIVE
CREATIVE TEAM
TEAM

CREATIVE CONCEPT
COPYWRITING AND THE
CREATIVE PLAN

COPYWRITING IS A CREATIVE PLAN

THE PROCESS OF IS THE GUIDELINE
EXPRESSING THE THAT SPECIFIES
VALUE AND THE MESSAGE
BENEFITS A ELEMENTS OF
BRAND HAS TO ADVERTISING
OFFER. COPY.
COPYWRITING FOR PRINT
ADS: THE HEADLINE
FUNCTIONS
 GIVES NEWS ABOUT THE BRAND

 EMPHASIZES BRAND CLAIMS

 GIVES ADVICE TO THE READER
 SELECTS TARGETED PROSPECTS
 STIMULATES CURIOSITY
 ESTABLISHES TONE & EMOTION
 IDENTIFIES THE BRAND
 COPYWRITING FOR PRINT
ADS: THE HEADLINE

GUIDELINES FOR WRITING HEADLINES

 BE PERSUASIVE  ENTICE TO READ BODY

COPY
 APPEAL TO SELF-
INTEREST  ENTICE TO EXAMINE
VISUALS
 INJECT MAXIMUM
INFORMATION  NEVER CHANGE

 LIMIT TO FIVE-EIGHT TYPEFACE

WORDS  NEVER RELY UPON BODY

COPY
 INCLUDE THE BRAND
NAME  KEEP IT SIMPLE &
 AD IN CONTEXT

NO
NO
HEADLINE,
HEADLINE,
NO
NO
SUBHEAD,
SUBHEAD,
NO
NO BODY
BODY
COPY—
COPY—
DOES
DOES THIS
THIS
AD
AD STILL
STILL
WORK?
WORK?

91
 AD COPY FOR TV
MUST CREATE A MOOD
OPPORTUNITY TO DEMONSTRATE
WITH ACTION
WORDS SHOULD NOT STAND
ALONE—VISUALS/SPECIAL
EFFECTS MUST BE USED
PRECISELY COORDINATED
AUDIO/VISUAL
STORYBOARD IS THE ROADMAP
 TELEVISION
ADVERTISING FORMATS

 DEMONSTRATION  DIALOGUE
 PROBLEM AND  VIGNETTE
SOLUTION  NARRATIVE
 MUSIC AND SONG
 SPOKESPERSON
 COPY APPROVAL
PROCESS
ACCOUNT MANAGEMENT
AGENCY TEAM
LEGAL DEPARTMENT

ACCOUNT PLANNING CLIENT

PRODUCT MANAGER,
COPYWRITER BRAND MANAGER,
MARKETING STAFF

SENIOR WRITER SHOWCASE OF AD

CREATIVE DIRECTOR
CREATIVITY OF OUTDOOR
ADVERTISING
TRANSIT ADVERTISING
 WHAT IS A BRAND?
A BRAND IS A NAME, TERM,
SIGN, SYMBOL, OR DESIGN
WHICH IS INTENDED TO
IDENTIFY THE GOODS OR
SERVICES OF ONE SELLER
OR GROUP OF SELLERS
AND TO DIFFERENTIATE
THEM FROM THOSE OF
COMPETITORS.
 STRATEGIC BRAND
MANAGEMENT
STRATEGIC BRAND MANAGEMENT INVOLVES THE
DESIGN AND IMPLEMENTATION OF MARKETING
PROGRAMS AND ACTIVITIES TO BUILD, MEASURE,
AND MANAGE BRAND EQUITY.
THE STRATEGIC BRAND MANAGEMENT PROCESS IS
DEFINED AS INVOLVING FOUR MAIN STEPS:
1) IDENTIFYING AND ESTABLISHING BRAND POSITIONING
AND VALUES
2)  PLANNING AND IMPLEMENTING BRAND MARKETING
PROGRAMS
3)  MEASURING AND INTERPRETING BRAND PERFORMANCE
4)  GROWING AND SUSTAINING BRAND EQUITY
STRATEGIC BRAND MANAGEMENT PROCESS

STEPS KEY CONCEPTS

Mental maps
Identify and Establish Competitive frame of reference
Brand Positioning and Values Points-of-parity and points-of-difference
Core brand values
Brand mantra

Plan and Implement Mixing and matching of brand elements

Brand Marketing Programs Integrating brand marketing activities
Leveraging of secondary associations

Brand Value Chain

Measure and Interpret Brand audits
Brand Performance Brand tracking
Brand equity management system

Brand-product matrix
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization
 JUDGMENT DIMENSIONS
BRAND QUALITY
– VALUE
– SATISFACTION

BRAND CREDIBILITY
– EXPERTISE
– TRUSTWORTHINESS
– LIKABILITY

BRAND CONSIDERATION
– RELEVANCE

BRAND SUPERIORITY
– DIFFERENTIATION
FEELINGS DIMENSIONS
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
 BRAND MANTRAS
A BRAND MANTRA IS AN ARTICULATION
OF THE “HEART AND SOUL” OF THE
BRAND.
– BRAND MANTRAS ARE SHORT THREE TO
FIVE WORD PHRASES THAT CAPTURE THE
IRREFUTABLE ESSENCE OR SPIRIT OF THE
BRAND POSITIONING AND BRAND VALUES.
NIKE
– AUTHENTIC ATHLETIC PERFORMANCE
DISNEY
– FUN FAMILY ENTERTAINMENT
 BRAND IMAGE
THE OVERALL VISION OR POSITION OF
A BRAND IN THE MIND OF THE
CONSUMER.
– IT IS A COMBINATION OF BOTH
TANGIBLE AND INTANGIBLE ATTRIBUTES
– ATTRIBUTES ARE CLASSIFIED BY THE
TYPE OF CONSUMER BENEFITS THEY
DELIVER: UTILITARIAN OR FUNCTIONAL,
EXPERIENTIAL OR AESTHETIC, AND
VALUE-EXPRESSIVE.
 BRAND IDENTITY?
A PROMISE THAT GETS KEPT CONSISTENTLY
DEFINES YOUR ORGANIZATION
IT CREATES A PERSONALITY AND A LIFE FOR
YOUR PRODUCTS/SERVICES
A UNIQUE AND CONSISTENT LOOK, FEEL, TONE
AND VOICE FOR ALL COMMUNICATIONS
CONVEYS-AT A-GLANCE THE DISTINCTIVE
ATTRIBUTES OF YOUR ORGANIZATION
OVER TIME, IT BUILDS AWARENESS OF AND AN
ATTITUDE TOWARDS YOUR ORGANIZATION
 BRANDING STEPS
STEP ONE
 LEARN MARKETING OBJECTIVES AND
STRATEGY
 PRIORITIZE PROJECTS

 AUDIT EXISTING AND COMPETITIVE

MATERIALS AND STRATEGIES
 INTERVIEWS/FOCUS GROUP

 WRITE CREATIVE BRIEF AND DEFINE

MESSAGES
 CREATE TIMELINES AND BUDGETS
 Step Two
DEVELOP
CONCEPTS/TAGLINES/SITE
ARCHITECTURE
START VISUAL RESEARCH

PRESENT INITIAL CREATIVE

APPROACHES
 STEP THREE
DEVELOP OUTLINE AND COPY
POINTS PER
SELECTED CONCEPT
DEVELOP MEDIA STRATEGY

EXPLORE LAYOUT OPTIONS

BEGIN CREATING VISUAL MATERIALS

(PHOTOS/ILLUSTRATIONS)
 STEP FOUR

WRITE FULL COPY DRAFT

REVISE AND WRITE FINAL

COPY AS PER CLIENT
COMMENTS
START LAYOUTS
 Step Five
 CREATE AND PRESENT FULL LAYOUT
AND/OR E-DESIGN

 DEVELOP FINAL ELECTRONIC FILES FOR

PRINT, OR
CODING FOR WEB
 FINAL EXECUTION AND MANAGEMENT OF
PRODUCTS (WEBSITE LAUNCH, LAUNCH
MEDIA CAMPAIGN, EXHIBIT BUILT, PRINT
PIECES TO PRINTER, ADS PLACED, PRESS
RELEASES SENT, ETC.)
THE BRAND PERSONALITY
IS THE CHOSEN CHARACTER THAT BEST
COMMUNICATES THE BRAND PROPOSITION TO
THE TARGET AUDIENCE.
IT IS NOT THE PERSONALITY OF THE TARGET
AUDIENCE
IT IS THE PERSONALITY THAT IS MOST LIKELY TO
DRAW THEIR ATTENTION, INTEREST THEM, AND
ENCOURAGE THEM TO TAKE ACTION AND BUY
THE BRAND.
A SINGLE BRAND PROPOSITION COULD BE
EXPRESSED THROUGH MANY VARIANTS OF A
BRAND PERSONALITY TO PRESENT A DIFFERENT
VOICE TO THE CONSUMER
IT IS IMPORTANT TO CHOOSE THE ONE THAT IS
MOST SUITABLE FROM THESE POSSIBILITIES.
 BRAND BUILDING?
INVOLVES ALL THE
ACTIVITIES THAT ARE
NECESSARY TO
NURTURE AND CONVERT
A PRODUCT INTO A
BRAND.
 BRAND EQUITY
WHEN A COMMODITY BECOMES A
BRAND, IT IS SAID TO HAVE ‘EQUITY’.
IT STARTS WITH A NAME AND CAN
GO UP OR DOWN DEPENDING ON THE
MARKETING ACTIVITY THAT IS DONE
BY THE MARKETER.
A NAME BECOMES A BRAND WHEN
CONSUMERS ASSOCIATE IT WITH A
SET OF TANGIBLE AND INTANGIBLE
BENEFITS THAT THEY OBTAIN FROM
THE PRODUCT OR SERVICE.
BUILDING BRAND EQUITY
DISTINGUISH PRODUCT FROM
OTHERS IN THE MARKET – VALUE
PROPOSITION
ALIGN WHAT IT SAYS ABOUT THE
BRAND IN ADVERTISING WITH
WHAT IT ACTUALLY DELIVERS –
CREATING THE BRAND
 TANGIBLES OF BRAND
EQUITY
SHAPE GRADES
COLOUR
SIZE
MODELS
PRICE
FEATURES
BENEFITS
 INTANGIBLES OF BRAND
EQUITY
COMPANY NAME CUSTOMER BASE
BRAND NAME TRADEMARKS AND
SLOGAN AND ITS PATENTS
UNDERLYING CHANNEL
ASSOCIATIONS RELATIONSHIPS
PERCEIVED CUSTOMER
QUALITY LOYALTY
BRAND CUSTOMER
AWARENESS CONFIDENCE
COMPETITIVE
ADVANTAGE