SESSION JANVIER 2018

ADVERTISING

352 – SG-4 :
ANDRIAMAMONJY Tsanta Arivony 352 049
NJIVARINALY Rojotina Ismael 352 063
RAJAONARIVONY Hoby Catherine 352 068
 Summary
I. Definitions of advertising
II. Purpose of advertising
III. Types of advertising
IV. Techniques of advertising
V.
 I. Definitions
 Advertising is a communication whose purpose is to influence potential
customers about products and services.
E.g: On events like the launching of a new brand of clothes made for teens,
companies like Adidas call them by producing advertisements on social
network or by putting a signboard on Adidas’ store
 It can also be defined as a way to call the public’s attention to your
business, usually for the purpose of selling products or services, through
the use of various forms of media.
E.g: Though brands like Coca Cola are already famous, they still do advertisings
in order to make people remember that the product is still there (Christmas
advertisements)
 And advertising is a marketing tactic involving paying for space to
promote a product, service, or cause.
Indeed, advertising is a part of Promotion in the 4 Ps.
When we advertise, we make advertisements, commonly called “ad or ads”.
 II. Purpose of advertising
Advertising has a lot of purposes, since it is always good for a company to make
itself or its products known by the customers and the prospects. Here are some
of the advertising’s purposes:
 Advertising is useful to reach people most likely to be willing to pay for a
company’s products or services and entice them to buy. In fact, there are
so many products on the market that people won’t even notice yours if
you don’t make some advertisements.
For instance, imagine that your company is Patapon. Many young
mothers are interested to buy diapers, so the demand is there. But if you
don’t advertise for your product, they won’t be able to know that you
have some diapers to offer.
 To create a desire for your product or service, because the desire may
not appear naturally. For example, chewing-gums are not really
important in life, but anyway, the ads make teens feel like it is necessary.
As one good reason to buy it, they tell that it prevents from bad breath.
 To announce new products or services, advertising is also the best way.
Indeed, often people are too busy with their life to visit your store or ask
about new products. So when you advertise, you can reach a lot of
people and inform them of the availability of your goods. We can see it
with Apple that always creates an event when a new version of IPhone is
launched.
 To reinforce salespeople’s messages. This purpose of advertising is often
seen in cosmetics companies (mostly abroad) that employ salespeople to
do door-to-door selling aside advertising.
• To enhance the image of your company. We can say that advertising is
one of the first images that the customer has of the company. So we can
use advertising to give a good image of the company. For instance, no
one will buy a product of an unknown company or a new company with
bad advertisements. And if a well-known company makes a bad
advertisement, customers will find it weird and won’t buy. As we often
hear, the form of a product matters as much as its essence.
Your advertising goals should be established in your business plan. For
example, you may want to obtain a certain percentage of growth in sales,
generate more inquiries for sales. The desired result can simply be increasing
name recognition or modifying the image you’re projecting. Your objectives will
depend on the industry and market you’re in.
All products and businesses go through three stages with different advertising
goals for each one.
• The start-up business:
If you’re new in the market and need to establish your identity, you’re on
this stage. Your company needs high levels of promotion and publicity to
grab consumers’ attention

E.g: if you are launching a new brand of ice cream, you will make lots of
advertising in order to tell the world that your product is ready and
available.
• The growing business :
Once your identity is established, you need to differentiate yourself from
your competition and convince buyers that yours is the service or
product to try.

E.g: now your company of ice cream was in the market for almost three
years. People have tasted your product and know it well. You already
have a few customers, but there are also many other companies on the
market that offer the same kind of product. So you keep on advertising
to reach more and more new prospects
• The established business :
The purpose at this point is to remind consumers why they should
continue buying from you.

E.g: now you’ve been on the market for a decade, many people already
know the product and it has become famous, but new start-ups are on
the market and offers ice creams. So you advertise to remind people that
your product is the best.
 III. Different types of advertising
Advertisers pay for advertising to accomplish a wide array of goals. Advertising
has evolved into a vastly complex form of communication, with literally
thousands of different ways for a business to get a message to the consumer.
So today’s advertisers have a large collection of choices at their disposal. Here
are the most common means of communication used:
 Broadcast media:
Here, we have television and radio.
 Television offers creative opportunities, a dynamic message and
wide audience reach, since almost anyone has a TV at home and
it is a habit for people to watch TV and commercials. You can
send a kind of video with attractive effects showing your product,
and people identify themselves with the actors. But the drawback
is that it is the most expensive media.
 On the other side, we have radio, which is affordable for small
businesses and allows for a petition and frequency, but you have
to deal with a distracted audience. In fact, people don’t really
listen to what is said and forget easily because there isn’t any
image or picture to be remembered.

 Print media:
Magazines and newspapers are often used by companies to advertise.
 With magazines, it is possible to target a narrow customer
segment, because often they are specific. For instance, magazines
like Elle are for women, Maison Déco is for decoration. So if your
product matches the magazine, it is easier to have an access to
your target. But magazines are costly and require long lead-times,
which limit timely promotions. They also have limited audience
reach. So with a magazine like Essentielle for example, you won’t
have a lot of man audience.
Another example of magazine is Femina Santé.
 On another hand, newspaper is very affordable for local
businesses and allows you to target a geographic segment if you
have a universal product or service. They are also viewed as a
credible medium. But short shelf life and limited visual creativity
are drawbacks. L’express de Madagascar is an example of
newspaper
 Support media:
They include several options for message delivery than normally. It adds
to or expands campaigns delivered through more traditional media.
Billboards, transits, bus benches (bus sunlite...), aerial, directories and
trade publications are common support media. They offer ways to reach
a wider audience in a local or regional market or to increase frequency of
message exposure to targeted market segments

 Direct marketing:
It includes direct mail, email and telemarketing. These are direct
response efforts to create an ongoing dialogue or interaction with
customers. Weekly or monthly email newsletters, for instance, allow you
to keep your brand, products and other messages in front of prospects
and customers. Direct marketing has become more prominent because it
allows for ease in tracking customer response rates and helps advertisers
better measure return on investment.

 Product Placement:
This is where you offer compensation to a TV show, movie, video game
or theme park to use your product while entertaining audiences. This ad
method is a way for companies to integrate ads with entertainment since
customers have found ways to avoid messages delivered through more
conventional media. For instance in movies or clips, it is common to see
an actor or a singer wear, eat or use a product of a specific brand.  

 Internet:
It is used by online and offline companies to promote products or
services. Banner ads, pop up ads, text ads are common forms.
But nowadays, we can also see advertisements on social networks like
Facebook or Twitter where the brands and the companies have their
own home pages.
 IV. Techniques of advertisement
 When you develop an advertising campaign, it is possible to complete
the following four-step procedure, in order to have an effective ad:
1. Define your market :
First of all, it is necessary to determine who your target market is. A target
market is a list of the customers most likely to buy your product or service. In
other words, it is the people you are going to sell your products too.
For instance, if you want to sell computers, you will target the people who can
afford to buy one.
2. Establish your budget:
It is necessary to know what you can afford to spend to reach your target
audience. You have to know exactly which amount to allocate to your
advertising campaign.
3. Plan which media you will use:
Then you must figure out what are the best ways to reach your prospective
customers with your message. On this stage, you can choose between the
media. The media chosen will differ according to your product and targets.
4. Create an advertising strategy:
A media found, the next step is now to choose the most effective message and
visuals for your advertising campaign. It has to show clearly your product, its
features and its qualities.
 How to create Effective Ads?
Here are some tips to create effective advertisements. Remember that it
has to be “KISS” (Keep it Short and Smart). The ads components are:
 The headline-
This is the key attention-getting message.
 The subhead:
Some ad headlines need clarification, much like a book’s subtitle, a
kind of explanation
 An image:
Unless you’re advertising on the radio, including a product photo,
or image illustrating a key benefit is critical
 The body copy:
The meat of the advertising message occurs in the main section
where the product or service’s features and benefits are
highlighted.
 The call-to-action:
At the end of the ad you want to invite the consumer to take a
step towards doing business with you, such as calling a toll-free
number, visiting website, texting a certain number, or pulling into
the drive-thru window
Here is an example: