ADVERTISING & BRAND MANAGEMENT

MBA SESSION # 2

What is Advertising? .

 Advertising is a paid. magazines. radio. non personal communication about an organization and its products that is transmitted to a target audience through a mass medium such as television. . newspapers. out door displays or mass transit vehicles. direct mail.

Like all forms of communication. no matter how strong and persuasive.ROLE OF ADVERTISING   Advertisement leads to sale. There has to be an Effective Communication. will have no effect if the consumer does not see the advertisement or pay attention to it . The message in an advertisement. Advertising is a form of communication. . it has many different effects and these effects are often related to one another.

what route they take to work. it is important for the advertiser to know where a communication should be placed to increase the odds of reaching a particular type of consumer. and what magazines they read.  Your advertisement should be clutter breaker e. First.HURDLES TO EFFECTIVE ADVERTISING  Getting Attention  This involves two important actions.g what television shows they watch. this is the media decision e. .g Nauras Jingle. Meezan oil. Airtel jingle. Telefun.

it is important when creating the advertisement to understand how consumers think about products and product benefits and to use language that the consumer will understand. Processing Information  If the consumer does not comprehend the message. It is also important that the product and the product message be the focal point of the advertisement. Thus. But one message at a time eg ( jeet gaya english…haar gayee mehngayee) . it will not have the desired effect.

there is a need to evaluate it. Information Evaluation After a consumer has processed information.g ( Harpic)  research results ( Dental Ads. Adnan siddiqui.g ( Alizafar – Telenor. The consumers will need to determine how believable the information is and how relevant it is to their individual situation in life and to their behavior as consumers.Rin)  user testimonials.  Advertisers use a variety of devices to increase the believability of their advertising:  celebrities or experts who are the spokespersons for the product e. product demonstrations e. etc )  .

these attitudes. these attitudes influence the choice of the product. influence future behavior.  A bad experience with a product will create a negative attitude that no advertising is likely to overcome e. Attitude Formation The goal of advertising is to have a positive impact on attitudes. 1500 per month without mentioning the  hidden charges. Bnak ads – bad service leads to no sale) . When the consumer next goes to the store to buy a particular type of product.g ( Construction Ads – Rs. in turn.

or another less-desirable product is so much less-expensive that the consumer chooses it instead e. Chinese market takeover) .g ( Omore icecream not available in Khi. Intentions and Behavior  A consumer might want to buy an advertiser’s product. but may not find it in the store.

Zem LBS. It is comparatively local and focuses on store where different products are offered. hours of operation.  Retail Advertising  . Retail Advertising emphasize on price. It also includes the advertisement for new products or product extension e.g Zem – Zem SMS craze. product availability.CLASSIFICATION OF ADVERTISING  Product Advertising  Major chunk of advertising budget is spent on product advertisement.

. Corporate Advertising  The focus is to establish a corporate identity. It refers to corporate campaigns endorsed by thematic campaigns. Corporate Lawyers / Audit Firms )  Political Advertisement  This includes political campaigns to gain public votes.  Business to Business Advertising  This relates to advertising that is related to industrial users e.g (ICI Chemicals.

KESC Customer Service) This includes Public service campaigns for public welfare eg (Ye Hum Nahin. Directory Advertising  This focuses on information to the end-user such as product and services availability.  Direct Response Advertising  This relates to Two way communication where by customer can immediately react.)  Public Service Advertising  . Best example is Yellow Pages. It can be transferred through any medium eg ( Bank’s Helpline..

An ad is considered effective if it propels the consumer a step further in this process. This is how the function of advertising is viewed.ADVERTISING FUNCTIONS  Advertising moves consumers from being unaware of a product or service to finally purchasing it. .

Ads carry the sales. STIMULATES DEMAND  By informing consumers about the availability of a product in the market. Advertising reaches a relatively large audience and makes them favourably predisposed.  STRENGTHENS OTHER PROMOTION MIX ELEMENTS  Advertising does the pre selling of the product and makes the job of the sales people easier. advertising stimulates latent needs. promotional messages and often produce quick sales response. and reinforces the aroused needs. .

 DEVELOPS BRAND PREFERENCE  Satisfied customers also develop brand preference. Brand loyal customers are an important asset for the company and are less likely to be influenced by competitive moves.  CUTS COSTS  Advertising may be instrumental in cutting down production and selling costs. Retailers develop confidence and do not hesitate in stocking strong brands. . Products with strong brand franchise offer some protection against the competition. Selling costs also may decrease because there could be fewer wasted calls and less strain on sales people. Increasing unit sales decrease unit costs. which gets reinforced by repeated ads.

This often leads to deeper market penetration. there are external and internal pressures which compel companies to lower prices to the advantage of consumers. Advertising has an established role in creating brand personality and image. COMPETITIVE WEAPON  Advertising by itself and coupled with other promotion mix elements. LOWERS PRICES  In any market based and competitive economy. may prove to be an extremely potent weapon to counter competitive moves. when unit cost of a product goes down. It helps differentiate a company’s offer in a manner that the product may be considered as something with unique value having a definite identity of its own  .

services.MODES OF ADVERTISING  Above the line  Promotional activities carried out through mass media. hunt for heros – Mlink)  Below the line  . public relations and sales promotions for which a fee is agreed upon and charged up front eg (mobile ring tones. radio and newspaper. such as television. These may include activities such as direct mail. than Above the Line strategies. etc. are classed as above the line advertisement Below the Line uses less conventional methods than the usual specific channels of advertising to promote products.

ASTA LAVISTA .

Sign up to vote on this title
UsefulNot useful