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CHAPTER 14: Advertising: The Awareness Builder

Course: IMC

Presented by
Ridwan Rahman, ZR 31 Sharjil Haque, ZR 45 Tasmia Tasbih Nova, RQ 58

Advertising is a form of communication used to persuade an audience/consumers to take action with respect to products, ideas, or services. Adds value to brand by influencing consumers perception Effective advertising can lead to increased market share and greater profitability

6 Characteristics of Mass Media Advertising

Aimed at groups of people, not individuals

Media used cannot carry messages back from the customers to the company

Planned Message
Message can be created and controlled by the advertiser to communicate a precise idea

Sponsor of the advertising message wants to be identified

Media companies are paid for their time and space to carry out advertisers message

Influencing Behavior
When effective, advertising influences attitudes and behaviors for current/new customers

Function of Mass Media Advertising

Main Function: Building Brand Awareness

Inform Persuade Remind Add Value Other Efforts

Makes consumers aware of new products Informs them about specific brands Educates them about particular product features & benefits

Inform Persuade Remind Add Value

Persuade customers to try new products, brands & services Create demand for entire product category Build secondary demand

Other Efforts

Inform Persuade Remind Add Value Other Efforts

Keeps companys brand fresh in consumers memory Create top-of-mind awareness

Inform Persuade Remind Add Value Other Efforts


Improving quality
Altering consumer perceptions

Inform Persuade Remind Add Value Other Efforts

Delivering sales promotions

Assist sales representatives

Pre-sell products Provide salespeople with valuable introduction

OVERALL: The Functions of Advertising

Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences

Types of Advertising

Category: Target Audience

Consumer Advertising directed towards people buying products for personal uses
Emotional Advertising

Business Advertising directed towards people who buy for business use
Informational Advertising

B2B Advertising


B2B Advertising


Category: Medium
Internet Billboards TV Radio Print Ads (Newspapers and large circulation magazines) Other creative mediums are being utilized too these days (Coffee cups, shopping bags, etc)

Creative Billboard Advertising

Creative Billboard Advertising

Creative Advertising Using Juice Straw

Formulating Advertising Strategy

Formulating Techniques
Advertisers use variety of techniques to present their brand in the most favorable light and persuade customers to consider purchasing these brands

Resort to diverse methods to evoke different emotions in audience

In Bangladesh, advertisers are coming up with more and more short, witty and eye catching TVCs

>Characteristics, >Prices

are mentioned

Sense of humor used to attract and retain attention of audience

Video 1

Usage of vivid elements of fear

Anti Smoking Ad

Video 2

Mystery Building

Mystery Building Used a lot by marketers, where they leave the audience in dark until the end Possible mainly in TVCs

Video 3


Video 4

Use of Popular Celebrity Icons

Use of Mascots

Video 5

Value of Advertising

Awareness Creative Ideas Source Information Brand Positioning

First step in the brand decision process Helps keep a brand top-ofmind Can also create unidentified need
Palmolive Dish/Hand Wash

Cost Effectiveness

Creative Ideas Source Information Brand Positioning

Mass media advertising is able to build awareness because of the power of its creative ideas

Cost Effectiveness

Often develops the big idea that serves as central focus for all marketing communication messages

Creative Ideas Source Information Brand Positioning

Value added by giving details and info about features, benefits, location of sale, etc

Cost Effectiveness

Creative Ideas Source Information Brand Positioning

Advertising has the power to create psychological relationship between brand and users

Cost Effectiveness

Although information is important, advertising forms psychological link through emotional involvement Usually TVCs

Creative Ideas Source Information Brand Positioning Cost Effectiveness Control

REACH of mass media communication is vast Television commercials are especially cost-effective

Creative Ideas Source Information Brand Positioning

Marketer has complete control over What the ad says When and where it appears, etc

Cost Effectiveness

Limitations of MassMedia Advertising

Waste: High level of waste because it sends messages to uninterested audiences One-way Communication: Does not allow communication from customers to marketers

Low Credibility: Customers perceive ads as paid messages Clutter: Advertising is so frequent and common that consumers find it tough to differentiate

The Reminder Drivers: Merchandising and Point-ofPurchase Materials

Merchandising: extending brand image through promotional activities at the retail level
Point of Purchase materials are used.
E.g. flyers, items on the cash counter, conveyor belts, stands, etc

POP materials are in-store display items designed to call attention.

E.g. Displaying ties next to dress shirts in a departmental store

Point of Purchase Display

Flyers in Superstores

Strengths and Limitations of Merchandising

Direct attention to a brand at the point of sale

Nudges customers from a state of interest to action

Reinforces the message sent in earlier communication strategies

Retailers are resistant to using them Failure of salespeople to promote the use of POP where appropriate Retailers view them as detracting from the stores image

Thank You