Advertising & Public Relations

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Marks Allocation
‡ ‡ ‡ ‡ ‡ Written Test : Individual Assignment: Attendance Final Presentation Group Assignment 50 marks 10 marks 10marks 20 marks 10 marks.

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Assignments.
Individual Assignment ‡ Choose any Advertisement / campaign ‡ Highlight Target Audience ‡ Highlight Communication strategy ‡ Highlight USP Of the Ad. ‡ Highlight Ambience of the Ad ‡ Highlight Story Board of the Ad. ‡ Highlight Media effectiveness.
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‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡

Group Assignments. Chewing gum Door Locks Shaving razor Electric Bulb / Helmet Tyre Telephone Sun glasses Car perfume Tooth brush.

‡ Construct an Ad. Campaign 9 groups 6 per group Students are expected to ‡ Do a Role play ‡ Convey Salient features of the product --- usp ‡ Convey Points to consider before the campaign. ‡ Construct an Ad campaign.

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‡ Surrogate Advertising ‡ Promotion Plan & Advertising strategy for Product launch ‡ IMC and Expand on a case study ‡ Evaluation of Advertising effectiveness ‡ Promotion Plan and Advertising Strategy for Small / Medium enterprise. ( 2segment minimum) ‡ PR exercise for a PHARMA ethical product to a OTC product in the future.
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FINAL PROJECTS

What is Advertising
‡ Advertising is a psychological process of drawing attention, creating interest, arousing desire so as to lead the consumer / customer to the action of buying / intention of buying.

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Salient Features
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Source of Information Identified Sponsor Paid Form of Promotion Different Forms Non Personal Persuasion Target Audience Integral part of Marketing.
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PROMOTION

PUBLIC ADVERTISIN G PUBLICITY RELATIONS Personal Selling

SALES PROMOTION

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TOOL OF COMMUNICATION.

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ADVERTISNG / PUBLICITY
‡ Paid Form of Promotion ‡ Always Positive Result ‡ Planned effort to initiate or maintain relation between product / brand customer / consumer. ‡ Marketer has more control over advertising ‡ Not always paid form ‡ May be negative result ‡ Planned Effort to initiate & maintain relation between organization & environment ‡ Marketers has lesser control over publicity.

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Advertising / Personal Selling
‡ Communication with many customer / consumer in one shot ‡ Non personal form of promotion ‡ Use of mass media to appeal to target audience ‡ Used for products with mass consumer base ‡ HP printers. ‡ Communication on a one on one basis ‡ Extreme personal form of promotion ‡ Used for products made to fit for a particular need ( Machine / soft ware ) ‡ HP plotters

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Advertising / Sales Promotion
‡ In the present no extra ‡ Immediate extra benefit benefit apart from to consumer by way of communicating the free gifts or discounts. message & giving ‡ Non recurring in nature information to consumer ‡ Short term approach and ‡ Advertising is recurring immediate response in ‡ Long Term Approach terms of a sale waiting for benefits occur.
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Advertising / Public Relations.
‡ Object is to persuade in order to sell ‡ Promotes relationship with brand / product through consumption ‡ Aimed at distributors & consumers / customers ‡ Used only for Promotion ‡ Object is to inform / educate ‡ Promotes relationship through human element ‡ Aimed at every link in the chain right from the employees / production unit / suppliers / distributors / customers & share holders ‡ Used for creating mutual understanding ( take care of faulty product / bad logistics / depressed share value.
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Types of Advertising
‡ Geographical spread national / local / global ‡ Target Group Consumer Advertising Industrial Advertising Trade Advertising Professional Advertising
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Economic Aspects
Particulars Units Produced Advtg. Expenditure Cost of Production ( rent, wages , material ) Per UNIT Before 1000 nil 1000 After 2000 200 1200

Rs. 1/1/-

Rs. 0.70
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Impact on Distribution costs
particulars Units distributed Advertising Expenditure Personal selling Distribution Cost Per unit cost before 1000 --------500 200 0.70 After 2000 200 700 300 0.60
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Social Aspect
1) 2) 3) 4) Impulse Purchase Materialistic Demmand Life Style Change Employment Generation ( Direct / Indirect)

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Cultural Aspect
‡ ‡ ‡ ‡ Culture is dominant Play Local ( Humara Bajaj ) Apply change ( levis , Kama sutra ) Walk the line.

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Professional Ethics
‡ ‡ ‡ ‡ ‡ No Miscommunication Display of Facts only Indecency / Obscene Honur the culture /moral values Key Opinion leaders must be kept in check and not be allowed to violate the norms. ‡ Should not hurt religious sentiments ‡ All other conditions set by ASCI.
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Segmentation
‡ ‡ ‡ ‡ ‡ Part of a market Target Audience Socio Economic Segmentation ( credit card) Psychographic ( Life style & personality traits ) Geographic Segmentation

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Buying decision process
‡ ‡ ‡ ‡ ‡ Need recognition Information Search Alternative Search Purchase Post Purchase Evaluation

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Factors Affecting Consumer Behaviour
‡ Individual Factors ‡ Psychological Factors perception motivation attitudes life style culture religion social class family
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‡ Social Factors

Waste in Advertising
‡ ‡ ‡ ‡ ‡ ‡ ‡ Poor Planning Wrong Targeting Poor Contents Wrong Media Selection Wrong Placement Wrong Scheduling Excessive Advertising
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Advertising Budget
‡ Sets limit on minimum & maximum of advtg expense for the year ‡ Keeps expenditure within set parameters ‡ Prudent use of advtg money over different media ‡ Facilitates approval of top management ‡ Helps in evaluation of effectiveness of advertising
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Budgeting Methods
‡ ‡ ‡ ‡ Affordability method Percentage of sales method Competitive method Objective & task method

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SESSION 3 ² Assignment
Construct an Ad. Campaign Students are expected to Do a Role play. Convey Salient features of the product --- usp Convey Points to consider before the campaign. Construct an Ad campaign

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‡ ‡ ‡ ‡ ‡ Account Software Telephone Sun glasses Car perfume Tooth brush.
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‡
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Helmet
Chewing gum Door Locks Shaving razor Electric Bulb

Media Budgets
‡ Objective of all advertising is to inform the target audience & market in general about the right product and service or idea at the right time through right medium. ‡ Success of any campaign will actually depend upon the selection of the media.

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Media Strategy
1. Media plan : the objective of setting a media plan is
to set up a fund flow towards achieving marketing objectives. ‡ Research has to be conducted in order to choose the right media in terms of advertising space and time.

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There has to be an exercise for the development of the content.

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‡ Q1 ) which all media is available ? ‡ Q2) Out of the media selected which is the media vehicle most suited ? ‡ Q3) What would be the correct media mix? ‡ Q4) What would be the most effective media schedule for release of ads.

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Steps in Media Plan
‡ Target market study. ‡ Deciding the ad. Message. ‡ Matching the Media & Target Group. ‡ Media Selection
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Media Vehicle
Selecting the right media vehicle will depend upon a) b) c) d) e) Objectives of campaign Reach of the media Reach / Frequency of the vehicle Cost of selected right media Nature of message
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Different Media
1) Print Media --- News Paper / Magzines / Direct Mail , brochure. 2) Electronic Media --- Tv , Radio . 3) Outdoor Media --- posters , hoardings , neon, Sky advertising 4) Transit / Vehicular Media --- train / bus / taxi 5) P-O-P --- banners , hangings , danglers 6) Internet.
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Requirements of a Print Ad.
‡ ‡ ‡ ‡ ‡ ‡ ‡ Lay out Colour scheme Headline Illustration Short Appeal Long copy Photographs
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Requirements of a Television Ad.
‡ ‡ ‡ ‡ ‡ Story Board Illustration Art direction Music Star Cast / models

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Features of Tv. Ad.
‡ ‡ ‡ ‡ Significance of video Arresting attention Focus Presenters ( celebrity endorser )

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Techniques of Commercial
‡ ‡ ‡ ‡ ‡ ‡ Testimonials ---- Harpic / Demonstration ---- Mr. Muscle Animation Slice of life --- Eno Comparative Advertising ( pepsi / coke ) Sex & Humor.

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Features of Radio Medium
‡ Jingle ‡ Focus ‡ Complementary

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Features of Outdoor Media
‡ 1) Posters , billboards ,neons, Sky balloons ‡ ‡ ‡ ‡ ‡ ‡ Have to be consispicous Needs to attract attention Use short copy No crowding Good frequency Large illustrations
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Internet as a medium

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PR. Its. Meaning & Importance.
‡ Full form of PR. ------Public Relations ------Public ‡ Advertising creates intent to purchase and generate sale , Function of PR. is to educate. ‡ PR. Is a quality of strong and good relationship.

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‡ Discover the current image of the company. ‡ Situations in which PR is Important 1) Prejudice eg. Hindu/ muslim vendors , chinese prod. 2) Ignorance
eg.worli sea ink ² koli fishing community

3) Hostiltity eg.Vibgyor school v/s parents

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‡ PR. Plays an active role in building : 1)Image : corporate or self 2) Identitiy Good Image has to be built and can not be purchased like a new shirt or suit. Some images come about by accident some images come about by experience
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Check List for Good IMAGE.
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ How good is the after market ? Creditable Advertising Industrial Relations Trade relations Packaging Almn foil carton with perforation for cutting to size Premises How does the stock market treat you? How you deal with correspondence? Nestle every day whitener
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Corporate identity
‡ Is different from image. ‡ Consistent and focused approach for establishing an identity. ‡ It is time consuming and expensive to design a corporate identity scheme and then consistently implement it in all physical representation«

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Common approaches to establish identity.
1) Logo Type ² Cadburrys , Ford , Bata 2) Colour --- Kodak Film box Fuji Film Box 3) Charecterisation --- prancing horse lion head charging bull 4) Slogan --- BMW: ultimate driving machine
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PR.& Marketing
‡ Company Name / Brand Name.. ( Axis , Canara) ‡ Packaging ( Recognition / Retail display ) ‡ Pricing ( 99 syndrome ) ‡ Advertising ( hertz , porche , volks wagon ) ‡ Sales Promotion ( Long term , Short term)
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PR. Customer Relation
‡ After Sales Service ‡ Maintaining Customer Interest ( Scorpio , Minawala Jewellers ,
Satguru Art Gallery, Tata Indigo Events , )

‡ Loyalty Programmes / memberships / Brochure ‡ Translations / culture research / Trade commission.
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Pr & Crisis
‡ Identify Potential risks ‡ Supplement H. R. Practise ‡ Lateral & Vertical Communication ‡ Product Recall.
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Advertising Campaigns.
‡ What is an advertising campaign? ‡ A campaign is an organized series of advertising messages with identical or similar messages over a particular period of time. ‡ An advertising campaign is part of the advertising plan which is formed based on results of research leading to right segmentation , positioning , targeting .
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‡ Why to advertise in a campaign? ‡ How long should be the campaign? ‡ Basis of the campaign? * Geographical * Competition * Budget * Test * Vehicle ( Print , television , direct mail, ooh ) *** CONCENTRTION , DOMINATION REPETITION
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Consideration while making a Campaign. Campaign. ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Identify the Problem The Budget Pre testing Target Audience Media Selection The language The Visual & The Copy Timing and Duration Post Testing Effects on sales
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‡ Buying Motives ‡ Maslows Theory Psychological Needs( coper T, Polio , thermal ware) Safety Needs ( Bajaj Allianz , Saffola) Esteem Needs ( Digjam , Onida , Tanishq) Self Actualization Needs. ( Nakshatra )

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Buying Motives ‡ Unconscious Motivation : edible oils ‡ Power Motive ( Black berrys ) ‡ Competence Motives ( Laptops , Internet ) ‡ Affiliation motive ( Alcohol , Cigarettes ) ‡ Novelty ( mosquito repellents )
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Advertising Appeals
‡ Rational Appeals : a) high quality b) low price c) Long Life d) Performance e) Economy in Operation f) Ease in operation
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‡ Emotional Appeal : ‡ Negative appeals : tooth paste --- decay , bad breath ‡ Positive Appeals: joy, thrill, humor,

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