[MANOJ KUMAR] MBA/1034/2009

Advertising and integrated marketing

MODULE :1

• Attract people’s attention

• Informing & awarding people to their product
• Use various medium like print media, billboard, Radio, Television etc.
• Target the particular market either demographic or psychographic data
• To capture the market in a short span period of time.
• Generating a brand image.
• Create communication link between producer and the potential buyers.

Objective

To make an immediate sale.

To build primary demand.

To introduce a price deal.

To build brand recognition or brand insistence.

To help salesman by building an awareness of a product among retailers.

To create a reputation for service, reliability or research strength.

To increase market share.
History
• Indus Valley civilization
• Harappa and Mohenjodaro
• Ashoka’s reign of public announcement
• The ancient Romans painted notice

Classification of Advertising
• Audio Advertising
• Visual Advertising
• Audio-Visual Advertising
• Written Advertising
• Internet Advertising
• Verbal Advertising

Advertising Agencies
• Limited-service Advertising Agencies
• Specialist Advertising Agencies
• In-house Advertising Agencies

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 [MANOJ KUMAR] MBA/1034/2009

• Interactive Advertising Agencies

• Search engine agencies
• Social media agencies
• Healthcare communications agencies
• Medical education agencies
• Other Agencies

Advertising Regulation ,ASCI and other regulatory body

• Advertising Standards Council of India(ASCI),1985
• 235 plus members(firms)
• Ensure to safeguard against the indiscriminate use of Advertising
• Promote honest and Truthfulness Advertising
• Fewer false, misleading claims
• Fewer unfair Advertisements
• Increasing respectability
• Advertisements shall not propagate products, the use of which is banned under the law
• Favourable and acceptable to the society
• Advertisements shall not be similar to any other advertiser’s earlier run
• Consumer Complaints Council(CCC)

MODULE: 2

Advertising campaign
 Go to your target audience
 Series of Advertisement messages
 Make up an Integrated marketing
 Define specific time frame
 Determining Champion theme
 Message to communicate the promotional activities
 Marketing place and Marketing Mix
 Highlight your competitive advantage
 Establish an Image
 Spend money to make money
 Test your ads in advance
 Monitor your ads.

Setting the Advertising objective

• Message about product
• Message about price
• Message about other promotion
• Message about distribution

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 [MANOJ KUMAR] MBA/1034/2009

Response hierarchy model

Stages AIDA Model Hierarchy of Innovation- Communications
Effects Model Adoption Model Model
Cognitive Stage Attention Awareness Awareness Exposure
Knowledge Reception
Cognitive response
Affective Stage Interest Liking Interest Attitude
Desire Preference Evaluation Intentions
Conviction
Behaviour Stage Action Purchase Trial Behaviour
Adoption
DAGMAR
 Defining Advertising Goals for Measured Advertising Results(DAGMAR)
 Proposed by Russel H. Colley in 1961
 Define Advertising Goals for measured Advertising Result
 It is used to Improve small business advertising campaign effectiveness
 Monitor and evaluate promotion campaign
 Concrete and measurable
 Target audience
 Benchmark and degree of change sought
 specified time period
 Written Goal

Four step before purchase prospect

• Awareness
• Comprehension ACCA Formula
• Conviction
• action

Define the Target Audience

 Target audience can be people of certain age group, gender, marital status, etc. and
 Their habits, behaviours, likes and dislikes, etc.
 Market differ in Size, Assortment, Geographic scale, locality, Types of communities and market
variations.
 Market analysis by Inventory, purchase, work force expansion, facility expansion, purchases of
capital equipment, promotional activities, etc

Advertising Budget

Need well thought strategy

Decided by high level of Management

Percentage of Sales

Depends upon Affordability

Best Guess or judgement

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MODULE :3
The advertising agency structure
o Executive Leadrship( CEO,GM,DIRECTOR,VICE PRESIDENT)
o Account Services
o Creative Services
o production Services
o Marketing Research
o Media Planning and Buying

Advertising Agency compensation

• Inter-organizational relationship
• Characterized by frequent disagreements, discontent and resignation of accounts by both side
• Four simple compensation method
 The commission basis
 The fixed fee method
 Time charged method
 A results incentive program

Client Agency relationship

 Create separate account
 Issue and accept agency management invitation
 Manage many accounts and campaigns

MODULE: 4

Media Strategy

Message delivery to the customers

Target audience

Influence the behaviour by the given message

Increase Public relations

Direct response media

Continuity(due to lower cost)

Brand reach

Demonstration of product in use

Cost efficiency

Added value programs(billboards, product mentions, contests)

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Media strategy works out in three stages

1. Experimentation stage
2. Response attribution stage
3. Optimizing the media plan

Types of Media

• Television (cable, network, satellite, etc.)

• Radio
• Film & Video
• Print (newspapers, magazines, direct mail, etc.)
• Photography
• Electronic (E-mail, the Web, etc.)
• Yellow pages (phone companies)

Evolution of media
o Print media evaluation -national, consumer, regional, trade and specialist publications.
o Broadcast media evaluation -TV and radio, Websites and blogs
o

Measure the effectiveness of media relations

Qualitative media evaluation

Tonal bias does the article have a positive, neutral or negative slant

Tone of the media an analysis tool that accurately reflects the mood of the
press

Target publication tracking is there coverage in the target publications

Core message tracking what publications are picking up on your core message

Press release tracking how much of your press release has been published
verbatim

Sector analysis measuring your industry sector's media coverage as a

whole

Competitor analysis what are your competitors up to

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Quantitative media evaluation

ACE value £s (Advertising measuring the success of your campaign in advertising £s

Cost Equivalent)

PR value £s measuring the impact of your campaign in PR £s - 2.5 times

more valuable than advertising

Impressions / impacts the number of times a marketing message is seen x the

number of people who see it

Column centimetre data how many column centimetres your editorial piece cover

Demographics what sort of people would have seen your PR coverage

Keyword tracking how many times your company name, product name or core
message appears

Media breakdown what publications your message appears in

Media measurement in India

o First introduced in India in the 1990 with television and leadership surveys
o Medium-Press, TV, Outdoor Vehicle (Bus shelter)

Different terms involved in media measurement

 How to reach to the target audience
 Time spent
 Opportunities to See(OTS)
 Effective Frequency
 Share of Voice

Media Selection

It is a process to choose most cost-effective media for advertising

To achieve in the mass target audience

Media selection measured on two dimensions

1. Frequency
2. Spread

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Advertising Media classic scheduling model

a. Continuity
b. Flighting
c. Pulsing

Media buying
 Specialized skill which requires knowledge of your target client, consumer behaviour
 Criteria used to measure the value of TV and radio programming
 Efficiency goal is to get the lowest cost and best price
 Satisfy the customers
 Adequate Reach and frequency
 Rating services

MODULE :5

Creative strategy
o To obtain consumer attention
o provoke shoppers to purchase or use a specific product
o It promote:--
 publicity
 public relations
 personal selling
 sales promotion
o Types of advertising strategy
1. Weak Strategies
2. Mid-Strength strategies
3. Strong strategies

Positioning strategy
 To create an identity or image in the mind of their target market of its product,brand or
organization
 Re positioning
 De-positioning
 Six basic strategies for product positioning:--
1. By attribute or benefit
2. By use or application
3. By user
4. By product or service class
5. By competitor
6. By price or quality

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Creative approach
o It related to generating new product, solution, work etc.
o It has some kind of value
o Relationship between creativity and general intelligence
o Measuring creativity
 Creativity quotient
 Psychometric approach
 Social-personality approach
 Other approaches to measurement

Message appeal

Persuade people to certain products

Create positive image to the individuals

Most effective for the youth

It generate demands to the certain products

Different kinds of message appeal

Emotional appeal
Personal appeal
Social appeal
fear appeal
Brand appeal
Youth appeal

MODULE :6

Testing advertising effectiveness

• The beginning of the creative progress
• The end of the creative progress(At the layout stage Pre test method
• The end of the production stage
• After the campaign launched Post test method

Pre testing
 Predict the current market performance
 Flow of attention
 Identify weak spot
 Use to improve performance
 Integrated campaign
 Use of ad tracking
 Mostly digital media need for campaign pre-testing
 Using media planning

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Post testing
o Monitoring a brand’s performance
o Identify specific changes produced by advertising
o Provide most detailed information on the accomplishment of the campaign
o Test the specific behaviour

MODULE :7

Public Relation
Communication of a product
Message gets through to the potential buyers as news
Feature articles are more authentic

Merchandising
 It contribute to the sale of products to a retail consumer
 It promote and sustain certain categories of commercial activity
 It refers to the variety of products available for sale
 This includes disciplines in pricing and discounting in any particular products
 it promote the particular products in a particular seasons or festivals

Sales promotion

Buy one get one free(BOGOF)

Customer Relationship management(CRM)

New media

Merchandising

Free gifts

Joint promotion

Free sample

Vouchers and coupons

Competitions and prize draws

Event Marketing
• Business promoted through the event
• To market a certain product
• To insure cost effective implementation
• Gain maximum response
• To evaluate value added benefits
• Any exhibition areas are decided through the entry way of any public place

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