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Chapter 3 - Principles Ads

Chapter 3 - Principles Ads

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Published by: faipiper on Feb 13, 2011
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MDA 102: PRINCIPLES OF ADVERTISING
CHAPTER 3ADVERTISING AS A COMMUNICATION PROCESSLEARNING OUTCOMES
 At the end of this chapter, students should be able to:
Demonstrate why communication is key factor in advertising effectiveness.
Explain how a basic communication model differs from interactive communication
Explain the Facets Models of Advertising Effects to snow how brand advertising works
TOPIC OUTLINES3.1 MARKETING COMMUNICATION
3.1.1 Definition review3.1.2 The STP process
3.2 EFFECTIVE COMMUNICATION
3.2.1 The creative pyramid : AIDA model
3.3 THE COMMUNICATION MODELS
3.3.1 How advertising works as a communication3.3.2 The Basic Communication Model3.3.3 An Interactive Communication Model3.3.4 Advertising Communication Model
3.4 COMMUNICATION BARRIERS
3.4.1 External noise3.4.2 Internal noise
3.5 ADVERTISING SKILLS3.6 IMPORTANCE OF ADVERTISING3.7 SummaryINTRODUCTION OF THE CHAPTER
This chapter will discuss on how advertising works in a form of communication and how it delivers themessage to a consumer about a product. It gets attention, provides information and sometimes a little bit of entertainment, and tries to create some kind of response, such as sale. Advertising is not a conversation and itis not as personal or as interactive as a conversation because it relies on mass communication, which isindirect and complex.
 
MDA 102: PRINCIPLES OF ADVERTISING
3.1 MARKETING COMMUNICATION3.1.1 Definition review
 As we have discussed in previous chapter, marketing communications are messages and relatedmedia used to communicate with a market. It is a management process through which an organizationseeks to engage with its various audiences. To accomplish this, the organization develops, presentsand evaluates a series of messages, which it sends to and receives from its different audiences.Marketing communications uses important tools to generate beneficial relationships and reach thetarget audiences. The tools are
advertising,
 
personal selling
,
sales promotion
,
public relations
,
direct marketing
,
interactive/internet marketing
,
sponsorship
,
point-of-purchase
,
exhibition/trade fairs.3.1.2 The STP process
 Before one can devise a set of marketing strategies, he must first understand the concepts of 
segmenting
,
targeting,
and
positioning (STP).
The commercial landscape is full of diverse consumersand it is important for a marketer to divide the market into different segments and choose which of themmatches its product or service well.
 
Segmentation
±dividing a market into smaller groups of buyers, with distinct needs,characteristics, or behaviours that might require separate products or marketing mixes.It consist of :i. Geographic segmentation : dividing market into different geographical units such asnations, states, regions, counties, cities or neighbourhoods.ii. Demographic segmentation : based on variables like age, gender, family size, familylife cycle, income, occupation, education, religion, race, generation and nationality.iii. Gender segmentation : dividing market based on gender. Eg; automobiles,deodorants, facial wash etc.iv. Income segmentation : dividing market into different income groupsv. Psychographic segmentation : dividing a market into different groups based on socialclass, lifestyle or personality characteristics.
 
Targeting
 ± evaluating each market segment¶s attractiveness and selecting one or more of themarket segments to enter. Our choice should generally depend on several factors:i. how well are existing segments served by other manufacturers? It will be more difficultto appeal to a segment that is already well served than to one whose needs are notcurrently being served well.ii. Secondly, how large is the segment, and how can we expect it to grow.iii. Thirdly, do we have strengths as a company that will help us appeal particularly to onegroup of consumers?
 
MDA 102: PRINCIPLES OF ADVERTISING
 
Positioning
 ± setting the competitive positioning for the product and creating a detailedmarketing mix.i. Positioning refers to the
image your target audience has
regarding your product or service as
compared to your competitors.
 ii. It is all the more essential in today's setup, where literally no sector is devoid of anoligopolistic setup.iii. Primary, and in most cases, the ONLY objective : To
highlight 
your 
 product'sUSP 
(features that differentiate your product from competitive products)
 
in the
most striking manner.
3.2 EFFECTIVE COMMUNICATION3.2.1 The creative pyramid : AIDA model
The creative pyramid is a model that can help the creative team convert the advertising strategyand the big idea into the actual physical or commercial. For a frequently purchased product, theadvertiser simply has to remind people of the solution close to the purchase occasion. The advertiser¶sfirst job is to get the prospect¶s ATTENTION. The second step is to stimulate the prospect¶s INTEREST ± in either message or the product itself. Then the ad can focus on generating DESIRE and finally onstimulating ACTION. This form into AIDA Model ± Attention, Interest, Desire, Action.

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