Brand Management | Advertising | Brand

ADVERTISING & BRAND MANAGEMENT

MBA SESSION # 2

What is Advertising? .

newspapers. magazines. Advertising is a paid. out door displays or mass transit vehicles. non personal communication about an organization and its products that is transmitted to a target audience through a mass medium such as television. radio. . direct mail.

Like all forms of communication.ROLE OF ADVERTISING   Advertisement leads to sale. The message in an advertisement. it has many different effects and these effects are often related to one another. no matter how strong and persuasive. will have no effect if the consumer does not see the advertisement or pay attention to . Advertising is a form of communication.

 Your advertisement should be clutter breaker e. First.HURDLES TO EFFECTIVE ADVERTISING  Getting Attention  This involves two important actions. . Airtel jingle. Meezan oil.g what television shows they watch. and what magazines they read. this is the media decision e. it is important for the advertiser to know where a communication should be placed to increase the odds of reaching a particular type of consumer. what route they take to work.g Nauras Jingle. Telefun.

It is also important that the product and the product message be the focal point of the advertisement. But one message at a time eg ( jeet gaya english… haar gayee mehngayee) . it is important when creating the advertisement to understand how consumers think about products and product benefits and to use language that the consumer will understand. Thus. Processing Information  If the consumer does not comprehend the message. it will not have the desired effect.

The consumers will need to determine how believable the information is and how relevant it is to their individual situation in life and to their behavior as consumers.  Advertisers use a variety of devices to increase the believability of their advertising:   celebrities or experts who are the spokespersons for the product e. there is a need to evaluate it. Adnan siddiqui.g ( Alizafar – Telenor. Information Evaluation After a consumer has processed information.Rin)  .

in turn.  A bad experience with a product will create a negative attitude that no advertising is likely to overcome e. these attitudes influence the choice of the product. Attitude Formation The goal of advertising is to have a positive impact on attitudes. these attitudes.g ( Construction Ads – Rs. Bnak ads – bad service leads to no sale) . 1500 per month without mentioning  the hidden charges. When the consumer next goes to the store to buy a particular type of product. influence future behavior.

or another less-desirable product is so much less-expensive that the consumer chooses it instead e. Chinese market takeover) . Intentions and Behavior  A consumer might want to buy an advertiser’s product. but may not find it in the store.g ( Omore icecream not available in Khi.

Retail Advertising emphasize on price. . product availability.  Retail Advertising  It is comparatively local and focuses on store where different products are offered.g Zem – Zem SMS craze. It also includes the advertisement for new products or product extension e.CLASSIFICATION OF ADVERTISING  Product Advertising  Major chunk of advertising budget is spent on product advertisement. hours of operation. Zem LBS.

. Corporate Lawyers / Audit Firms )  Political Advertisement  This includes political campaigns to gain public votes.g (ICI Chemicals. It refers to corporate campaigns endorsed by thematic campaigns. Corporate Advertising  The focus is to establish a corporate identity.  Business to Business Advertising  This relates to advertising that is related to industrial users e.

 Direct Response Advertising  This relates to Two way communication where by customer can immediately react. KESC Customer Service) This includes Public service campaigns  Public Service Advertising  . Best example is Yellow Pages. It can be transferred through any medium eg ( Bank’s Helpline. Directory Advertising  This focuses on information to the enduser such as product and services availability.

. An ad is considered effective if it propels the consumer a step further in this process.ADVERTISING FUNCTIONS  Advertising moves consumers from being unaware of a product or service to finally purchasing it. This is how the function of advertising is viewed.

Ads carry . advertising stimulates latent needs. Advertising reaches a relatively large audience and makes them favourably predisposed.  STRENGTHENS OTHER PROMOTION MIX ELEMENTS • Advertising does the pre selling of the product and makes the job of the sales people easier. STIMULATES DEMAND • By informing consumers about the availability of a product in the market. and reinforces the aroused needs.

Brand loyal customers are an important asset for the company and are less likely to be influenced by competitive moves.  . Retailers develop confidence and do not hesitate in stocking strong brands. CUTS COSTS • Advertising may be instrumental in cutting down production and selling costs. Increasing unit sales decrease unit costs. Selling costs also may decrease because there could be fewer wasted calls and less strain on sales people. Products with strong brand franchise offer some protection against the competition. which gets reinforced by repeated ads. DEVELOPS BRAND PREFERENCE • Satisfied customers also develop brand preference.

Advertising has an established role in creating brand personality and image. This often leads to deeper market penetration. It helps differentiate a company’s offer in a manner that the product may be considered as something with unique value having a definite identity of its own . when unit cost of a product goes down. there are external and internal pressures which compel companies to lower prices to the advantage of consumers. LOWERS PRICES • In any market based and competitive economy.  COMPETITIVE WEAPON • Advertising by itself and coupled with other promotion mix elements. may prove to be an extremely potent weapon to counter competitive moves.

These may include activities such as direct mail. are classed as above the line advertisement Below the Line uses less conventional methods than the usual specific channels of advertising to promote products. radio and newspaper. public relations and sales promotions for which a fee is agreed upon and charged up front eg (mobile ring tones. than Above the Line strategies. such as television. etc.MODES OF ADVERTISING  Above the line  Promotional activities carried out through mass media. hunt for heros – Mlink)  Below the line  . services.

ASTA LAVISTA .

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