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Presentation On Advertising Management: Prepared By: Rinky Malhotra PGDM-Sem-2nd
Presentation On Advertising Management: Prepared By: Rinky Malhotra PGDM-Sem-2nd
Promotion Mix:
Also called Marketing Communication Mix. Promotion mix is a specific blend of Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing tools that the company uses to pursue its advertising and marketing Objectives.
Promotion Mix
Advertising
Sales Promotion
Personal Selling
Public Relation
Direct Marketing
What is Advertising:
According to American Marketing Association: Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.
MESSAGE DECISION:
OBJECTIVE SETTING:
BUDGET DECISION:
CAMPAIGN EVALUATION
MEDIA DECISION:
Methods:
Affordable approach Percentage of sales method Competitive parity method Objective & task method
Advertising Appeal:
The advertising appeal refers to the basis or approach used in the advertisement to attract the attention or interest of consumer and to influence their feelings towards the product, service or cause.
Advertising appeals can be broken down into 3: Informational appeal Emotional appeal Moral appeal
5 Ms of advertising:
MONEY
MISSION
MESSAGE
5 Ms
MEASURE MENT
MEDIA
Advertising Agency:
The American Association of Advertising Agency (AAAA) defines an advertising agency as an independent organization of creative people and business people who specialize in developing and preparing advertising plans, advertisements and other promotional tools. Types of Advertising Agencies: Full service agency: Full service agencies are geared to provide complete range of services to its clients, which includes services such as strategic planning, creative development, production, media planning, media buying and other related services. In India, HTA, Clarion, Lintas are some of the Full Service agencies.
3.
Indias 10 leading advertisers by media spend: Hindustan Lever($376 m) Paras Pharmaceuticals ($120 m) Procter & Gamble ($114 m) Coca-Cola company ($95 m) Godrej industries ($80m) Colgate-palmolive ($67 m) Pepsico ($62 m) Nirma chemicals ($52 m) Nestle ($50 m) Dabur India ($49 m)
Indias 10 leading advertising/PR companies of India: Ogilvy & mather J walter Thompson India Mudra Communivation Pvt Ltd FCB Ulka advertising Ltd. Rediffusion- DY&R Erickson India Ltd. RK Swamy/BBDO advertising Ltd. Grey worldwide(I) Pvt. Ltd. LEO Burnett India Pvt Ltd. Contract advertising India Ltd.
The most important step lies in deciding what your advertising should say and to whom it should say it. All you need to do is to decide who buys and uses your products and why. In order to spend your media dollars wisely, you must know what they read or watch so that they will see your ads.