www.managementfunda.

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 PRESENTATION
START

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 LOGIN NAME: GROUP 1
PASSWORD: Yogin Vora

Enter the world

of ADVERTISING

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 INTRODUCTION

• The American Marketing Association defines

advertising as -Any paid form of non-
personal communication about an
organization, product, service, or idea by an
identified sponsor.

• Advertising is a communication whose

purpose is to inform potential customers
about products and services and how to use
and obtain them

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 FUNCTIONS OF ADVERTISING

• Stimulates demand.

• Strengthens the sales

• Develops brand preference.

• Competitive weapon.

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 ADVERTISING OBJECTIVES
TO INFORM:

Telling the market about the new product

Eg: livon silky

Suggesting new uses of the product

Eg:cadbury

Telling about new facilities and product development

Eg:crocin

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 TO PERSUADE

Brand image
Eg: Mc donalds

Unique selling point

Eg: Saffola Oil

Changing consumers perception

Eg: Relaunch of Iodex

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 Contd…

Informing the market of price change

Eg:chotta coke

Describing the available services

Eg:motorola phone

Reducing consumers fears

Eg:godrej hair dye

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 TO REMIND

Remind consumers that the product may be needed in

the near future
Eg: M-seal

Keeping in the mind of consumers during off season

Eg: Soft Drinks, Ice-Creams

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 The AIDA Model

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 St. Elmo Lewis

 In 1898

 It shows a set of stair-step

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 The AIDA Model

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 AIDA Model
A = ATTENTION:
attract the attention of the consumers

I = INTEREST:
raise customer interest

D = DESIRE:
to benefit from the products offerings

A = ACTION:
purchasing

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 EXAMPLE
• Reliance India Mobile campaign
• ATTENTION:
New Project being Introduced
• INTEREST:
The Co-Spokeperson featured
in the AD
• DESIRE:
Free SMS etc
ACTION:
Dhirubhai Ambani Pioneer Offer
induced people to go for the Product

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 PG
BEAUTY
PARLOUR

MEN WOMEN

OPENING
SHORTLY..

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 Contd…

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 ADVERTISING CAMPAIGN
 Advertising campaign can be defined as the correlation
and combination of an advertisement and related efforts
in respect of a product or service, during a particular
period of time, and directed towards the attainment of
one or more predetermined objectives.

 In simple words advertising campaigns is a series of

advertisements with an identical or similar message,
placed in one or more of advertising media over a
particular period of time.

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 The Dishoom Dishoom Success Story
 Pepsodent's home run upto 1998

 From Process to End Benefit : 1999-2000

 The Result

 The Challenge: 2001

 Creative Strategy

 Insight
 Advertising Idea

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 Sweet food was used as a torture test to depict
Pepsodent's efficacy at germ fighting. The sound
mnemonic of Dishoom Dishoom was used to depict
the conflict between the mother and child, and also,
the action of Pepsodent on germs.

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  Results of the campaign

 Quantitative evidence of success:

Market shares increases by 2.85 percent points between
March 2001 and December 2001 (from 10.96% to
13.81%).

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 ADVERTISING BUDGET

 Advertising has a carryover effect that lasts beyond the

period. Although advertising is treated as a current
expense, part of it is really an investment that builds up an
intangible asset called brand equity.

 This treatment of advertising reduces the company‘s

reported profit and therefore limits the number of new
product launches a company can undertake in any one
year.

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 DECIDING ON THE ADVERTISING
BUDGET
Key factors which have to be kept in mind while deciding the
budget are:-
 Competitive Parity

 Affordability

 Fixed %age of Turnover

 Functions to be Performed

 Regression Analysis

 Adaptive Control Model

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 TYPES OF ADVERTISEMENT

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 CONSUMER ADVERTISING

• Advertising directed towards the consumer

• Uses Rational or Emotional approach
• E.g. Vim bar (Rational)
De Beers and Cadbury (Emotional)

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 ADVERTISING TO BUSINESS
AND PROFESSION

• Aims at reseller or professional

• To boost corporate identity & image
• E.g. Aditya Birla group

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 NON PRODUCT ADVERTISING

• Social cause, benefit of public

• E.g. AIDS, Drive safe, Polio

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 ADVERTISING TECHNIQUES
1. Repetition:
e.g. Nirma detergent song

2. Bandwagon:
e.g. PSPO Fan

3. Testimonials:
e.g. Pepsodent

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 4. Pressure
e.g. Offer would be open till stock last

5. Advertising slogan
e.g. Thanda matlab coca-cola
Khane walo ko khane ka bahana….

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 CELEBRITY ENDORSEMENT

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 CELEBRITY ENDORSEMENT
Who are celebrities?

What does celebrity endorsement mean?

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 ADVANTAGES OF A CELEBRITY
ENDORSING A BRAND

• Ensured Attention
• Associative Benefit
• Mitigating a tarnished image
• Mass Appeal
• Rejuvenating a stagnant brand
• Higher degree of recall

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 DISADVANTAGES OF A CELEBRITY
ENDORSING A BRAND
• The vampire effect
Eg: Castrol commercial featuring Rahul Dravid.

• Inconsistency in the professional popularity of the celebrity

Eg: Australian cricketer tested +ve in 2003 World Cup

• Mismatch between the celebrity and the image of the brand

Eg: Emraan Hashmin endorsing “ NO TO TABACCO”

• Multi brand endorsements by the same celebrity would lead to

overexposure
Eg : Sachin Tendulkar

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 www.managementfunda.com

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THANK YOU

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