Guess the ads

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ADVERTISING
 What is Advertising?

Advertising is any paid form of non personal

presentation and promotion of ideas, goods, or services
by an identified sponsor.

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 The Five M’s of Advertising

 Mission

 Money

 Message

 Media

 Measurement

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 Campaign
CampaignEvaluation
Evaluation
Media
MediaStrategy
Strategy Creative
CreativeStrategy
Strategy
Budget
BudgetDecisions
Decisions
Advertising
AdvertisingObjectives
Objectives
Target Market Brand Positioning
Advertising Planning Process
 Advertising Objectives

Inform consumers
 of product features and benefits
 price changes
 Important for building primary demand

Persuasion
 Build brand preference or change buyer perceptions
 especially important for building demand in competitive markets.

Reminder advertising

Reinforcement
 Advertising Budget
 Stage in the product life cycle

 Market share and consumer base

 Competition and clutter

 Advertising frequency

 Product substitutability

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 Developing the Advertising Campaign
 Message generation and evaluation

 Creative development and execution

• Television Ads
• Print Ads

 Legal and social issues

• Jaagore Campaign

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 Advertising Message Generation
Good advertising creative strategy translates the brand’s positioning statement
into a persuasive and memorable message. A great creative will provide
lasting impact even if advertising budgets are constrained.

 Focus only one or two core selling proposition

 Fresh insights are important

 Advertisement are always seeking big ideas

 Consideration of audience geography

 Media Selection
 Reach

 Frequency

 Impact

 Exposure

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 Choosing Among Major Media Types

 Target audience and media habits

 Product characteristics

 Message characteristics

 Cost

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 Major Media Types
 Newspapers
 Television
 Direct mail
 Radio
 Magazines
 Outdoor
 Yellow Pages
 Newsletters
 Brochures
 Telephone
 Internet

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 Place Advertising
 Billboards

 Public spaces

 Product placement

 Point-of-purchase

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 Evaluating Advertising Effectiveness

 Communication Effect Research

 Consumer feedback method
 Portfolio tests
 Laboratory tests
 Sales-Effect Research
Share of Expenditures

Share of Voice

Share of Mind and Heart

Share of Market

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 THANK YOU

Chillers

•Brian D’Cunha- FPB0911/025

•Anusha Oza- FPB0911/015
•Ayushi Singh- FPB0911/020
•Yashraj Vegad- FPB0911/137
•Shruty Bhattacharyya- FPB0911/114
•Najeeb TK- FPB0911/076
•Komal Malik- FPB0911/054

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