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Advertising A part of promotion mix can be define as:  A paid form of  Non personal Communication  From an identified sponsor  Using mass media  To persuade or influence audience  With a unique message.

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Area based Brand Burst Corporate Covert Comparative Challenging Direct Emotional Financial

` ` ` ` ` ` ` ` ` ` Gorilla Interactive Manipulative Negative Puffery Product Retail Surrogate Spoof Unethical .

LikeAKAI TV ads compared the brand with 6 competitor brands.Persuasive Advertising figures heavily in the Growth Stage of Product Life Cycle. . explaining how to use them (providing information). where the company¶s objective is to build selective demand for a particular brand. where the primary objective is to build demand.Product-Related advertising: Informative advertising-This advertising figures heavily in the Introduction stage of a product. MOTOROLA Ads for pagers.  Persuasive advertising.

bonding Fevicol with consumers as the strongest Adhesive Trade Advertising.This advertising is highly important in the mature stage of the product to keep the consumer thinking about the product.` Reminder advertising.It can classified into two categories:Retail advertisingWholesale advertising- . -Fevicol campaigns act as a reminder form of advertising.

.In & Out promotional techniques of retail outlets. not advertising minded. generally.can define as covering all advertising by store that sell good direct to the consuming public.Retail advertising. Wholesale advertising. Example.Wholesalers are. They would benefit from adopting some of the image making techniques used by retailers. either for themselves or for their suppliers.

.This type of advertising is to encourages the consumer to buy their product wherever they sold. Like.There are three types of this advertising. Dabur Ads or Nirma Ads ` Global Advertising: Advertising that is carried on for a company or a product globally.Area based advertising:. Like-BRU and AMRUTANJAN selected campaign directed towards consumers in South India. They are as follows National advertising.I¶m loving it was a global ad released by McDonalds  Local advertising-Advertising that is carried out in a particular region or market. Advertising that is done in one nation only.

"It is sort of like convincing customers to purchase something. main or Bagpiper". This Bagpiper club soda advertisement. is similar to the earlier one for Bagpiper whisky."limits free and informed action.³aap. ` Surrogate advertising:.The advertisement comes with the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements. ` . but it is based on incorrect or inconclusive information. featuring cine celebrities.` Manipulative advertising:. Like.

.` ` Unethical advertising:. the main character can use an item or other of a definite brand. in a film.Covert advertising is when a product or brand is embedded in entertainment and media. For example.In the fitness industry.Unethical advertising is when you promise something you cannot deliver. ` ` Covert advertising:. you advertise that you guarantee a weight loss of 50 pounds per month with your program. where Tom Cruise's character John Anderson owns a phone with the Nokia logo clearly written in the top corner. You cannot possible deliver that to every person who comes into your gym. For Example. or his watch engraved with the Bulgari logo. as in the movie Minority Report.

MID-DAY NEWSPAPER or TOI classified section. REXONA. .LIRIL. ` ` Classified Advertising: This advertising gives information dissemination about a sale. ADIDAS offering 50% DISCOUNT on sneakers. ` ` Promotional Advertising: This advertising informs an announcement about a sale.` ` Brand advertising: This advertising helps in the long-term build up of a brand. HLL¶s ad¶s for LUX .

exp.` ` Advocacy Advertising: This advertising is used to publicize a particular cause. MORE MILK (TV ad by FCB ULKA for NDDB) & AIDS AWARENESS ADS by Govt. Pepsi Vs Thumps up . ` Negative advertising:.emphasizes on negative attributes of the competitor¶s product instead of focusing on positive attributes of own products.. All the social ads fall into this category. complain.Horlicks Vs. Drink.

´  Financial advertising:.In these ads superlative degree is used to create attraction. Example. ´The Best a men can get.  Gorilla advertising:.Guerrilla Advertising is an unconventional way of performing promotional activities. Puffery advertising:. it¶s a great way to promote a business with a low budget and generate buzz. Example. Example.Ads taking only about finance related things. But you¶ll need lots of creativity. Usually very funny or subtle.Gillette¶s punch line.all insurance ads.guerilla ad .

Boomer gumlairs. Example. Example. brand or product. ³éclairs ka baap´ & luminous ad ³No.` Emotional advertising:. ` Corporate advertising:- .Ads directly or in directly challenge other company.Airtel¶s ad of a little boy with toy phone. ` Challenging advertising:.Ads directly hit consumer¶s emotions.1 here we come´.

´ ` Silence advertising:. or a logo.a commercial with little or no music will be most effective with an elderly audience.` Burst advertising:. their eyes will likely jump up to the television and it's probably at that moment the person will catch a glimpse of a company name.V. Example. and all of a sudden they notice there isn't any sound coming out of the television. If someone is doing other things while watching T. .Ads don¶t have any above thing or sense but creative ads.Amul Macho ³ ye to bada toing hai.

Vodafone Vs. Exp-Thumps up vs. Pepsi.When we promote our product on opponent¶s ad strategy. reliance. ` Direct advertising:.` ` Spoof advertising:.Aqua sure For demo Call 1800««« .

providing information. advertising is used to send a message containing information about some element of the marketer¶s offerings. . For better understanding here we will discuss about some basic and broad objectives of advertising.Advertising. can be used to address several broad objectives including: building product awareness. stimulating demand and reinforcing the brand. To achieve one or more of these objectives. creating interest.

` . where the ad talks about how different it is from the age old ³neel´ by talking about its solution contents and showing how different your clothes look when washed with Ujala. where the company¶s objective is to build selective demand for a particular brand. where the aim is to build primary demand. Ujala commercial. ` ` To Persuade: when the product is in the competitive stage. Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to use this as a marketing platform.` To inform: This type of advertising is heavily used in the pioneering stage of a product category.

Hamara Bajaj advertisements make the owner of the two wheelers of Bajaj proud of their possession by giving it a patriotic positioning . They are intended to remind people to purchase your bran d.` ` To Remind: when the product is in the maturity stage. ` ` To Reinforce: It seeks to ensure the buyers that they have made the right choice by purchasing your brand. Thumps up. Pepsi ads all these ads no more are shown to create awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. These are just reminder ads to keep the brand or the company fresh in the minds of the consumers or have the brand top of mind. Coke.

Exp. Now available in your nearest general store. Exp.To inform about place where the product is available.To inform about company¶s market expansion. ` Expansion of market to new users:.To inform consumers about new product launching. Exp. .³India got Talent´.³Strapsil´.³Parle Lite barbone´.To inform about product modification.` Launch of new product/service:. ` Announcement of dealer¶s location:.³Bajaj Pulsar´. ` Announcement of product modification:. exp.

.³Padhega India tabhi to Badhega India´.To make customer social.Dettol combo offer 9Rs off. Exp.To tell about what are the benefits from the product and how to use that.³Aircel¶s Pocket internet´. ` To educate the customers:.` Announcement of special offers:.To inform about latest/special offers. Exp. Exp. ` To create social responsibility:.

concerned with their impact on consumer awareness and attitude.` ` ` ` ` The advertisers are therefore. The communication effect on sales may be presented in the following figure:Communication Effect on Sales Awareness Attitude Trial Satisfaction Purchases or repurchase .

` Hierarchy-of-Effects Models Purchase Conviction Preference Liking Knowledge/Comprehension Awareness .

Ltd. Some agencies areMudra communications Pvt.). JWT (Hindustan Thompson Associates Pvt. Their main job today is not to aid media but to serve advertisers. Ltd. FCB-Ulka advertising pvt.. Ltd. Ltd ` ` ` ` ` .` An advertising agency:. Over the years. Rediffusion DY&R Pvt. Ogilvy and Mather Limited. the function of the agencies has changed.is an independent organization set up to render specialized services in advertising in particular and marketing in general. Advertising agencies started as space brokers for the handling of the advertisements placed in newspapers.

Understanding the nuances of different media is the role of a media planner.Once an advertisement is created. copywriting. computer programming.Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives. These responsibilities include locating and negotiating to acquire clients .Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. Account Management:. Creative Team:-An agency¶s creative team consists of specialists in graphic design. film and audio production. it must be placed through an appropriate advertising media. and much more. Researchers:. who looks for the best media match for a client and also negotiates the best deals.Media Planners:.

These specialized companies have developed in response to some client¶s desires to use only the creative talent of an outside provider while maintaining the other functions internally.There are basically four types of ad agencies They are: ` In-house agencies:. Exp. particularly radio and television.Media buying agencies are independent companies that specialize in the buying of media.An in-house agency is an ad agency set up. ` Creative boutiques:.Creative boutique is an agency that provides only creative services. owned and operated by the advertiser. ` Media buying agencies:. .dabur¶s Ad bur.

the act of creating a message is often considered the creative aspect of carrying out an advertising campaign. In advertising. When creating an advertising message the marketer must consider such issues as: ` ` ` ` ` General Message Factors:Characteristics of the Target Audience Type of Media Used Product Factors Overall Advertising Objective .` effective communication requires the message source to create (encoding) a message that can be interpreted (decoding) by the intended message receiver.

` ` Message Structure:The Appeal ± This refers to the underlying idea that captures the attention of a message receiver. Slogan ± To help position the product in a customer¶s mind and distinguish it from competitors¶ offerings. fearful. humorous. Appeals can fall into such categories as emotional. and sexual. ` ` . advertisements will contain a word or phrase that is repeated across several different messages and different media outlets. Value Proposition ± The advertising message often contains a reason for customers to be interested in the product which often means the ad will emphasize the benefits obtained from using the product.

On the Internet.The most popular method of testing advertising for the marketer (or their ad agency) is to conduct focus groups where several advertising messages are presented. .` Message Testing:. advertising delivery technology allows for testing of ads by randomly exposing website visitors to different ads and then measuring their response.

Direct Mail :.` ` ` ` ` ` ` ` ` ` These are the various types of Media:Television :. skyscraper.Skywriting.Messages on mobiles Sponsorships :.sponsoring something Others :. product packing.Fax.All printed ads Internet :. Signage :.pop ups. mobile billboard Mobile Devices :. Radio :. Print on retail bills .All visual ads.Ads on FMs Print Publications :. Flash msg.Mails etc. Plan banner.

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