Professional Documents
Culture Documents
Blood Donation
Importance of Going to School
AIDS Awareness
Right To Vote
Save Electricity, Save the Planet for Our Children
Polio Eradication
Eve Teasing
Anti Smoking Campaign
Respect for National Anthem
Family Planning
National Integration
Public service advertising campaigns are widespread around the
world. Such advertising is generally produced and distributed on
a cooperative basis by governmental agencies or nonprofit
organizations acting in concert with private advertising and mass
media companies.
PSA ads.
Some PSA ads use celebrity spokespersons to garner
attention. Others attempt to appeal to the masses through
portraying risks and issues relevant to ordinary men, women
and children. A common misconception about public service
advertising is that it includes political campaign ads, which
are actually privately funded.
PSA ads. (cont.)
In most cases, the nonprofit organisation provides the
programming that is to be advertised, while the participating
advertising agency and media companies provide creative
services, media planning, and dissemination services on a pro
bono (done for public good/ unpaid) basis.
PSA ads. (cont.)
Non-profit groups and government agencies commonly
team up with private mass media, promotion and
advertising firms to produce spots for radio, television
and print media. Most commonly, the non-profit agency
creates the message and an advertising firm develops the
campaign, polishes it to meet industry standards and
plans its distribution, all free of charge. Television and
radio stations usually broadcast these ads at no charge,
and magazines and newspapers customarily publish them
for free as well.
Effective PSAs
But …
Advocacy ads are driven by `Word Of Mouth’
publicity, democratic public involvement and expert
opinions and in turn bring ideas to the public.
Driving Factors
Belonging
Relationship
Accomplishment
Fun
Excitement
Respect / Self Respect
Security and Fulfillment.
Ad Advocacy Tools and Techniques
FAIRFAX COUNTY
Source: Forrester/DMN ECONOMIC DEVELOPMENT AUTHORITY
B2B Trends
Top Social Media Channels B2B Marketers Are Using
• LinkedIn – 94%
• Twitter – 88%
• Facebook – 84%
Effectiveness Ratings
• LinkedIn – 63%
• Twitter – 55%
• Facebook – 48%
FAIRFAX COUNTY
Source: Content Marketing Institute ECONOMIC DEVELOPMENT AUTHORITY
Why it’s a good idea for you
• B2B
• Small businesses
FAIRFAX COUNTY
ECONOMIC DEVELOPMENT AUTHORITY
“Promoted Tweets were far and away the winner in
terms of driving the most downloads at an
affordable cost.”
- BuzzStream
Twitter
Pro Con
• Unique targeting options • 140 characters to sell yourself
• Many goal options – you only • Frequency of information =
pay if someone performs the clutter
action you want
FAIRFAX COUNTY
ECONOMIC DEVELOPMENT AUTHORITY
Businesses that can benefit from Twitter
• B2B
• Information/communication
FAIRFAX COUNTY
ECONOMIC DEVELOPMENT AUTHORITY
“We were able to reach people in
market for a new vehicle on
Facebook prior to purchase.”
FAIRFAX COUNTY
ECONOMIC DEVELOPMENT AUTHORITY
Businesses that can benefit from Facebook
FAIRFAX COUNTY
ECONOMIC DEVELOPMENT AUTHORITY
Next Steps
• Decide on a budget for a test
• Consider doing a 3- to 4-week test on each site to see
what works best for your business
• Refer to your goals and target audiences when setting
up the campaign
• Don’t forget to try different ad variations to gauge
response
• Monitor the campaign closely (especially for comments)
ADVERTISING-
SOCIAL,LEGAL,ETHICAL &
ECONOMICAL ASPECTS
Social aspects of advertising
Advertising as a part of firm’s marketing effort operates in the society.
It has to therefore follow the social norms.
‘Regulations in Advertising’
What is Advertising?
- 4 from Advertisers
- 4 from Advertising Agencies
- 4 from Media and
- 4 from Allied Professions like outdoor contractors, audio-
visual producers/distributors, consumer researchers,
printers, etc.
Objectives
The objectives of ASCI are to make sure advertisers and
advertisements are-
- For public awareness sake, from time-to-time the Council puts out
advertisements in newspapers
ANYONE!
- Online and
- Printed form
CCC said that- This shows dangerous stunts without having a regard
for safety and hence some action should be taken by the brand.
CCC said that- The Visuals were indecent and likely to cause
grave or widespread offence.
Complaint- Car crashes after driver loses concentration while eating KFC
product. Showing eating while driving a car, is promoting an unsafe practice.
The words "non stop khao, non stop khilao", in conjunction with the Ad being
of KFC bucket size pack, is clear intention of advertiser promoting
over/excessive consumption of KFC, which being fried chicken has high
content of fat in it.
CCC said that- Visual depiction of the “driver licking his finger” implied that he
has been eating whilst driving, which could result in harm to the
driver/passengers. Ad shows a dangerous practice without justifiable reason
Complaint- A father telling his son to be responsible and not to litter the
house. The son who is shown having a mobile phone (Motoyuva model)
with earphones just keeps staring at his father and increases the voice of
the music on the mobile hone therby making the voice of this father
fading. Ad conveys the message that it is cool for today’s youth to just
ignore what their elders are telling them.
CCC said that- The “behaviour of the son ignoring his father”, as shown
in the Ad, was not likely to cause grave or widespread offence.
Federal
Trade
Commission
(FTC)
Comparing FTC with ASCI
ASCI is a non- profit organization while FTC is a government organization
FTC collects complaints about companies, business practices, and identity theft
while ASCI only concern advertising.
The FTC enters all complaints it receives into Consumer Sentinel, a secure online
database that is used by thousands of civil and criminal law enforcement
authorities worldwide. This is not the process in ASCI as it is not govt and hence
can’t and doesn’t involve law enforcement authorities and also they receive very
less complaints.
FTC Complaint lodging process- Long and
complex as compared to ASCI
Conclusion
Also, when complaints are filed at ASCI, there is a high chance that the
brand image may get damaged. So, its high time that advertisers think
twice before spending lakhs and crores on an advertisement.
Client Agency Relationship
Client Agency Relationship
Business relationships assume a prominent role in the strategy of
leading firms, large and small. Successful business partnerships are
built on trust, confidence, understanding, and mutual success.
These relationships require a pro- active effort to sustain and are
critical to future growth.
From the point of view of agency, client turnover affects the image of
agency .Its business is affected in a negative manner. The client is
also affected when it switches over to other agency will take some
time in understanding the inherent qualities of its product , level
of competition , its competitor’s strategy , nature of its
customers, etc.
Client Agency Relationship
Client agency relationship can be issued under the following
headings:
Principles of effective client agency relationship.
Reasons of client turnover.
How agencies get clients?
How can client-agency relationship be improved?
Client-agency relationships are one of the most
complexes in the business environment, requiring a
substantial level of collaboration to be effective.
Principles For Good Client Agency
Relationship
1). Agency and the Clients:Advertising agency is known for selling
professional services to the clients. There cannot be any hard and fast rules for
arriving at working agreement between the two because each DVERTISING
agency and its clients are unique working under their own set of circumstances
and conditions.
a). Commitment:Every advertiser expects that the agency he engages refrains
from accepting advertising work for his competitors. It is equally true that the
advertiser shall not engage any other agency without the prior consent of the
agency.
b). Prior Approval:The advertising agency is to get the prior approval for all
the advertising work on the basis of client feedback and for all the expenses
connected with the advertising. It is of crucial importance because; it is a
matter of money spending and commitment.
Principles For Good Client Agency
Relationship
c).Payment: In accordance with the agency contract with the media, the
client is to pay the agency at the media’s published rates and the agency, has the
right to retain its commission allowed by the media. Any concession extended
by the media is to be passed on to the client.
d). Mutual Trust and Confidence:There should be an attitude of mutual
confidence and trust. The agency should be allowed to participate in panning
and there should be no interference in its executive. The company should have
the freedom to contribute creative ideas to the agency and the later should
accept them with due changes and considerations.
Definitions
Agency relationship is one of the most complex forms of business assoc
iations. They are in need of a good cooperation to be effective and achi
eve sufficient outcomes for both sides. Its hard headed, resultorined
marrige intended to produce specific, measureable results.
Agency Client Relationship are not just a mystique they can be very
costly as well.
• Promotion
Characteristics Affecting Consumer
Behavior
• Cultural Factors • Social Factors
• Buyer’s culture • Reference groups
• Buyer’s subculture • Family
• Buyer’s social class • Roles and status
Characteristics Affecting Consumer
Behavior
• Personal Factors • Psychological Factors
• Age and life-cycle stage • Motivation
• Occupation • Perception
• Economic situation • Learning
• Lifestyle • Beliefs and attitudes
• Personality and self-
concept
Characteristics Affecting Consumer
Behavior
Social Factors
Groups
Social Factors
Groups
Social Factors
Personal Factors
• Personal characteristics
• Age and life-cycle stage
• Occupation
• Economic situation
• Lifestyle
• Personality and self-concept
Characteristics Affecting Consumer
Behavior
Personal Factors
Personal Factors
Personal Factors
Personal Factors
Personal Factors
• Primary motivations
• Ideals
• Achievement
• Self-expression
Characteristics Affecting Consumer
Behavior
Personal Factors
• Resources
• High resources
• Innovators exhibit all primary motivations
• Low resources
• Survivors do not exhibit strong primary motivation
Characteristics Affecting Consumer
Behavior
Personal Factors
Personality and Self-Concept
Personal Factors
Personality and Self-Concept
Personal Factors
Personality and Self-Concept
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes
Characteristics Affecting Consumer
Behavior
Psychological Factors
Motivation
Psychological Factors
Abraham Maslow’s Hierarchy of Needs
• People are driven by particular needs at particular times
• Human needs are arranged in a hierarchy from most
pressing to least pressing
• Psychological
• Safety
• Social
• Esteem
• Self-actualization
Characteristics Affecting Consumer
Behavior
Psychological Factors
• Selective distortion
• Selective retention
Characteristics Affecting Consumer
Behavior
Psychological Factors
Psychological Factors
Psychological Factors
Beliefs and Attitudes
• Opinion
• Faith
Characteristics Affecting Consumer
Behavior
Psychological Factors
Beliefs and Attitudes
• Product is risky
Need Recognition
• External stimuli
The Buyer Decision Process
Information Search
Information Search
Sources of information:
Personal sources—family and friends
Commercial sources—advertising, Internet
Public sources—mass media, consumer organizations
Experiential sources—handling, examining, using the
product
The Buyer Decision Process
Evaluation of Alternatives
Purchase Decision
Post-Purchase Decision
Relationship between:
• Consumer’s expectations
Post-Purchase Decision
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
The Buyer Decision Process for New
Products
• Attitudes
• Behaviors