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Advertising & Public Advertising & Public RelationsRelations

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Marks AllocationMarks Allocation

• Written Test : Written Test : 50 marks50 marks• Individual Assignment: 10 marksIndividual Assignment: 10 marks• AttendanceAttendance 10marks10marks• Final Presentation 20 marksFinal Presentation 20 marks• Group Assignment 10 marks.Group Assignment 10 marks.

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Assignments.Assignments.

Individual AssignmentIndividual Assignment • Choose any Advertisement / campaignChoose any Advertisement / campaign• Highlight Target AudienceHighlight Target Audience• Highlight Communication strategyHighlight Communication strategy• Highlight USP Of the Ad.Highlight USP Of the Ad.• Highlight Ambience of the AdHighlight Ambience of the Ad• Highlight Story Board of the Ad.Highlight Story Board of the Ad.• Highlight Media effectiveness.Highlight Media effectiveness.

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• Group Assignments.Group Assignments.

• Chewing gumChewing gum• Door LocksDoor Locks• Shaving razorShaving razor• Electric Bulb / Electric Bulb / • HelmetHelmet• TyreTyre• Telephone Telephone • Sun glassesSun glasses• Car perfumeCar perfume• Tooth brush.Tooth brush.

• Construct an Ad. Construct an Ad. Campaign Campaign 9 groups 6 per 9 groups 6 per group group

Students are expected Students are expected toto

• Do a Role playDo a Role play• Convey Salient features Convey Salient features

of the product --- uspof the product --- usp• Convey Points to Convey Points to

consider before the consider before the campaign.campaign.

• Construct an Ad Construct an Ad campaign.campaign.

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FINAL PROJECTSFINAL PROJECTS• Surrogate AdvertisingSurrogate Advertising• Promotion Plan & Advertising strategy Promotion Plan & Advertising strategy

for Product launchfor Product launch• IMC and Expand on a case studyIMC and Expand on a case study• Evaluation of Advertising effectivenessEvaluation of Advertising effectiveness• Promotion Plan and Advertising Promotion Plan and Advertising

Strategy for Small / Medium enterprise. Strategy for Small / Medium enterprise. ( 2segment minimum)( 2segment minimum)

• PR exercise for a PHARMA ethical PR exercise for a PHARMA ethical product to a OTC product in the future.product to a OTC product in the future.

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What is AdvertisingWhat is Advertising

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

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Salient FeaturesSalient Features

• Source of InformationSource of Information• Identified SponsorIdentified Sponsor• Paid Form of PromotionPaid Form of Promotion• Different FormsDifferent Forms• Non PersonalNon Personal• PersuasionPersuasion• Target AudienceTarget Audience• Integral part of Marketing.Integral part of Marketing.

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PROMOTION

ADVERTISING

Personal Selling

SALES

PROMOTION

PUBLIC

RELATIONSPUBLICITY

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TOOL OF COMMUNICATION.TOOL OF COMMUNICATION.

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ADVERTISNG / ADVERTISNG / PUBLICITYPUBLICITY

• Paid Form of PromotionPaid Form of Promotion

• Always Positive ResultAlways Positive Result

• Planned effort to initiatePlanned effort to initiate

or maintain relation or maintain relation between product / brandbetween product / brand

customer / consumer.customer / consumer.

• Marketer has more Marketer has more control over advertising control over advertising

• Not always paid form Not always paid form

• May be negative resultMay be negative result

• Planned Effort to Planned Effort to initiate & maintain initiate & maintain relation between relation between

organization & organization & environmentenvironment

• Marketers has lesser Marketers has lesser control over publicity.control over publicity.

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Advertising / Personal Advertising / Personal SellingSelling

• Communication with Communication with many customer / many customer / consumer in one shotconsumer in one shot

• Non personal form of Non personal form of promotionpromotion

• Use of mass media to Use of mass media to appeal to target appeal to target audienceaudience

• Used for products Used for products with mass consumer with mass consumer basebase

• HP printers.HP printers.

• Communication on Communication on a one on one basisa one on one basis

• Extreme personal Extreme personal form of promotionform of promotion

• Used for products Used for products made to fit for a made to fit for a particular need particular need ( Machine / soft ( Machine / soft ware )ware )

• HP plottersHP plotters

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Advertising / Sales Advertising / Sales PromotionPromotion

• In the present no In the present no extra benefit apart extra benefit apart from communicating from communicating the message & the message & giving information giving information to consumerto consumer

• Advertising is Advertising is recurringrecurring

• Long Term Long Term Approach waiting Approach waiting for benefits occur.for benefits occur.

• Immediate extra Immediate extra benefit to consumer benefit to consumer by way of free gifts by way of free gifts or discounts.or discounts.

• Non recurring in Non recurring in naturenature

• Short term approach Short term approach and immediate and immediate response in terms of response in terms of a salea sale

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Advertising / Public Advertising / Public Relations.Relations.

• Object is to persuade Object is to persuade in order to sellin order to sell

• Promotes relationship Promotes relationship with brand / productwith brand / product

through consumptionthrough consumption• Aimed at distributors Aimed at distributors

& consumers / & consumers / customerscustomers

• Used only for Used only for Promotion Promotion

• Object is to inform / Object is to inform / educateeducate

• Promotes relationship Promotes relationship through human elementthrough human element

• Aimed at every link in Aimed at every link in the chain right from the the chain right from the employees / production employees / production unit / suppliers / unit / suppliers / distributors / customers distributors / customers & share holders& share holders

• Used for creating mutual Used for creating mutual understanding ( take understanding ( take care of faulty product / care of faulty product / bad logistics / depressed bad logistics / depressed share value.share value.

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Types of AdvertisingTypes of Advertising

• Geographical spreadGeographical spread national / local / globalnational / local / global

• Target GroupTarget Group Consumer AdvertisingConsumer Advertising Industrial AdvertisingIndustrial Advertising Trade AdvertisingTrade Advertising Professional AdvertisingProfessional Advertising

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Economic AspectsEconomic Aspects ParticularsParticulars

BeforeBefore AfterAfter

Units Units Produced Produced

10001000

2000 2000

Advtg.Advtg.

ExpenditureExpenditure

nil nil

200 200

Cost of Cost of ProductionProduction

( rent, ( rent, wages , wages , material ) material )

10001000

1200 1200

Per UNITPer UNIT Rs. 1/- Rs. 1/-

Rs. 0.70Rs. 0.70

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Impact on Distribution Impact on Distribution costscosts

particularsparticulars

before before AfterAfter

Units Units distributeddistributed

1000 1000 20002000

Advertising Advertising ExpenditureExpenditure

------------------ 200200

Personal Personal selling selling

500 500 700700

Distribution Distribution CostCost

200 200

300300

Per unit costPer unit cost 0.70 0.70

0.600.60

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Social AspectSocial Aspect

1)1) Impulse PurchaseImpulse Purchase

2)2) Materialistic DemmandMaterialistic Demmand

3)3) Life Style ChangeLife Style Change

4)4) Employment Generation ( Direct / Employment Generation ( Direct / Indirect)Indirect)

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Cultural AspectCultural Aspect

• Culture is dominantCulture is dominant• Play Local ( Humara Bajaj )Play Local ( Humara Bajaj )• Apply change ( levis , Kama sutra )Apply change ( levis , Kama sutra )• Walk the line. Walk the line.

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• No MiscommunicationNo Miscommunication• Display of Facts onlyDisplay of Facts only• Indecency / ObsceneIndecency / Obscene• Honur the culture /moral valuesHonur the culture /moral values• Key Opinion leaders must be kept in Key Opinion leaders must be kept in

check andcheck and not be allowed to violate the norms.not be allowed to violate the norms.• Should not hurt religious sentimentsShould not hurt religious sentiments• All other conditions set by ASCI. All other conditions set by ASCI.

Professional EthicsProfessional Ethics

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SegmentationSegmentation

• Part of a marketPart of a market• Target AudienceTarget Audience• Socio Economic Segmentation Socio Economic Segmentation

( credit card)( credit card)• Psychographic ( Life style & Psychographic ( Life style &

personality traits )personality traits )• Geographic SegmentationGeographic Segmentation

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Buying decision processBuying decision process

• Need recognitionNeed recognition• Information SearchInformation Search• Alternative SearchAlternative Search• PurchasePurchase• Post Purchase EvaluationPost Purchase Evaluation

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Factors Affecting Consumer Factors Affecting Consumer BehaviourBehaviour

• Individual FactorsIndividual Factors• Psychological Factors perceptionPsychological Factors perception motivationmotivation attitudesattitudes life stylelife style

• Social Factors cultureSocial Factors culture religionreligion social classsocial class familyfamily

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Waste in AdvertisingWaste in Advertising

• Poor PlanningPoor Planning• Wrong TargetingWrong Targeting• Poor ContentsPoor Contents• Wrong Media SelectionWrong Media Selection• Wrong PlacementWrong Placement• Wrong SchedulingWrong Scheduling• Excessive AdvertisingExcessive Advertising

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Advertising BudgetAdvertising Budget

• Sets limit on minimum & maximum of Sets limit on minimum & maximum of advtg expense for the yearadvtg expense for the year

• Keeps expenditure within set Keeps expenditure within set parametersparameters

• Prudent use of advtg money over Prudent use of advtg money over different mediadifferent media

• Facilitates approval of top managementFacilitates approval of top management• Helps in evaluation of effectiveness of Helps in evaluation of effectiveness of

advertisingadvertising

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Budgeting MethodsBudgeting Methods

• Affordability methodAffordability method• Percentage of sales methodPercentage of sales method• Competitive methodCompetitive method• Objective & task methodObjective & task method

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SESSION 3 – AssignmentSESSION 3 – Assignment

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

Construct an Ad campaignConstruct an Ad campaign..• HelmetHelmet• Chewing gum Chewing gum

• Door LocksDoor Locks• Shaving razorShaving razor• Electric Bulb Electric Bulb

• Account Account SoftwareSoftware

• Telephone Telephone • Sun glassesSun glasses• Car perfumeCar perfume• Tooth brushTooth brush..

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Media BudgetsMedia Budgets

• Objective of all advertising is to Objective of all advertising is to inform the target audience & market inform the target audience & market in general about the right product in general about the right product and service or idea at the right time and service or idea at the right time through right medium. through right medium.

• Success of any campaign will actually Success of any campaign will actually depend upon the selection of the depend upon the selection of the media.media.

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Media StrategyMedia Strategy

1.1. Media planMedia plan : the objective of setting a : the objective of setting a media plan is to set up a fund flow media plan is to set up a fund flow towards achieving marketing objectives.towards achieving marketing objectives.

• Research has to be conducted in order to Research has to be conducted in order to choose the right media in terms of choose the right media in terms of advertising space and time.advertising space and time.

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

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• Q1 ) which all media is available ?Q1 ) which all media is available ?

• Q2) Out of the media selected which is the mediaQ2) Out of the media selected which is the media vehicle most suited ? vehicle most suited ?

• Q3) What would be the correct media mix?Q3) What would be the correct media mix?

• Q4) What would be the most effective media Q4) What would be the most effective media scheduleschedule

for release of ads. for release of ads.

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Steps in Media PlanSteps in Media Plan

• Target market study.Target market study.

• Deciding the ad. Message.Deciding the ad. Message.

• Matching the Media & Target Matching the Media & Target Group.Group.

• Media SelectionMedia Selection

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Media VehicleMedia Vehicle

Selecting the right media vehicle will Selecting the right media vehicle will depend upondepend upon

a)a) Objectives of campaignObjectives of campaign

b)b) Reach of the mediaReach of the media

c)c) Reach / Frequency of the vehicleReach / Frequency of the vehicle

d)d) Cost of selected right mediaCost of selected right media

e)e) Nature of message Nature of message

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Different MediaDifferent Media1)1) Print Media --- News Paper / MagzinesPrint Media --- News Paper / Magzines

/ Direct Mail , brochure./ Direct Mail , brochure.2)2) Electronic Media --- Tv , Radio .Electronic Media --- Tv , Radio .

3)3) Outdoor Media --- posters , hoardings , Outdoor Media --- posters , hoardings , neon, Sky advertisingneon, Sky advertising

4)4) Transit / Vehicular Media --- train / bus / taxiTransit / Vehicular Media --- train / bus / taxi

5)5) P-O-P --- banners , hangings , danglersP-O-P --- banners , hangings , danglers

6)6) Internet.Internet.

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Requirements of a Print Requirements of a Print Ad.Ad.

• Lay outLay out• Colour schemeColour scheme• HeadlineHeadline• IllustrationIllustration• Short AppealShort Appeal• Long copyLong copy• PhotographsPhotographs

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Requirements of a Requirements of a Television Ad.Television Ad.

• Story BoardStory Board• IllustrationIllustration• Art directionArt direction• MusicMusic• Star Cast / modelsStar Cast / models

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Features of Tv. Ad.Features of Tv. Ad.

• Significance of videoSignificance of video• Arresting attentionArresting attention• FocusFocus• Presenters ( celebrity endorser )Presenters ( celebrity endorser )

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Techniques of Techniques of CommercialCommercial

• Testimonials ---- Harpic / Testimonials ---- Harpic / • Demonstration ---- Mr. Muscle Demonstration ---- Mr. Muscle • AnimationAnimation• Slice of life --- EnoSlice of life --- Eno• Comparative Advertising ( pepsi / Comparative Advertising ( pepsi /

coke )coke )• Sex & Humor.Sex & Humor.

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Features of Radio Features of Radio MediumMedium

• JingleJingle• FocusFocus• ComplementaryComplementary

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Features of Outdoor Features of Outdoor MediaMedia

• 1) Posters , billboards ,neons, Sky 1) Posters , billboards ,neons, Sky balloonsballoons

• Have to be consispicousHave to be consispicous• Needs to attract attentionNeeds to attract attention• Use short copyUse short copy• No crowdingNo crowding• Good frequencyGood frequency• Large illustrationsLarge illustrations

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Internet as a mediumInternet as a medium

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PR. Its. Meaning & PR. Its. Meaning & Importance. Importance.

• Full form of PR. ------Public RelationsFull form of PR. ------Public Relations

• Advertising creates intent to Advertising creates intent to purchase and generate sale , purchase and generate sale , Function of PR. is to educate.Function of PR. is to educate.

• PR. Is a quality of strong and good PR. Is a quality of strong and good relationship.relationship.

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• Discover the current image of the Discover the current image of the company.company.

• Situations in which PR is ImportantSituations in which PR is Important 1) Prejudice 1) Prejudice eg. Hindu/ muslim vendors , eg. Hindu/ muslim vendors ,

chinese prod.chinese prod.

2) Ignorance 2) Ignorance eg.worli sea ink – koli fishing eg.worli sea ink – koli fishing

communitycommunity

3) Hostiltity eg.3) Hostiltity eg.Vibgyor school v/s parentsVibgyor school v/s parents

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• PR. Plays an active role in building : PR. Plays an active role in building : 1)Image : corporate or self1)Image : corporate or self 2) Identitiy 2) Identitiy

Good Image has to be built and can Good Image has to be built and can not be purchased like a new shirt or not be purchased like a new shirt or suit. suit.

Some images come about by accidentSome images come about by accident some images come about by some images come about by

experience experience

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Check List for Good Check List for Good IMAGE.IMAGE.

• How good is the after market ? How good is the after market ? • Creditable AdvertisingCreditable Advertising• Industrial RelationsIndustrial Relations• Trade relationsTrade relations• Packaging AlPackaging Almn foil carton with perforation for mn foil carton with perforation for

cutting to sizecutting to size

• PremisesPremises• How does the stock market treat you?How does the stock market treat you?• How you deal with correspondence? How you deal with correspondence? Nestle Nestle

every day whitenerevery day whitener

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Corporate identityCorporate identity

• Is different from image. Is different from image.

• Consistent and focused approach for Consistent and focused approach for establishing an identity.establishing an identity.

• It is time consuming and expensive to design It is time consuming and expensive to design a corporate identity scheme and then a corporate identity scheme and then consistently consistently

implement it in all physical representation…implement it in all physical representation…

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Common approaches to Common approaches to establish identity.establish identity.

1) Logo Type – Cadburrys , Ford , Bata1) Logo Type – Cadburrys , Ford , Bata

2) Colour --- Kodak Film box2) Colour --- Kodak Film box Fuji Film BoxFuji Film Box

3) Charecterisation --- prancing horse3) Charecterisation --- prancing horse lion headlion head charging bullcharging bull4) Slogan --- BMW: ultimate driving 4) Slogan --- BMW: ultimate driving

machinemachine

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PR.& MarketingPR.& Marketing

• Company Name / Brand Name.. Company Name / Brand Name.. ( Axis , Canara)( Axis , Canara)

• Packaging ( Recognition / Retail display )Packaging ( Recognition / Retail display )

• Pricing ( 99 syndrome )Pricing ( 99 syndrome )

• Advertising ( hertz , porche , volks wagon )Advertising ( hertz , porche , volks wagon )

• Sales Promotion ( Long term , Short term)Sales Promotion ( Long term , Short term)

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PR. Customer RelationPR. Customer Relation

• After Sales ServiceAfter Sales Service

• Maintaining Customer Interest Maintaining Customer Interest ( Scorpio , ( Scorpio , Minawala Jewellers , Satguru Art Gallery, Tata Indigo Events , )Minawala Jewellers , Satguru Art Gallery, Tata Indigo Events , )

• Loyalty Programmes / memberships / Loyalty Programmes / memberships / BrochureBrochure

• Translations / culture research / Trade Translations / culture research / Trade commission.commission.

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Pr & CrisisPr & Crisis

• Identify Potential risksIdentify Potential risks

• Supplement H. R. PractiseSupplement H. R. Practise

• Lateral & Vertical CommunicationLateral & Vertical Communication

• Product Recall.Product Recall.

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Advertising Campaigns.Advertising Campaigns.

• What is an advertising campaign?What is an advertising campaign?

• A campaign is an organized series of A campaign is an organized series of advertising messages with identical or advertising messages with identical or similar messages over a particular similar messages over a particular period of time.period of time.

• An advertising campaign is part of the An advertising campaign is part of the advertising plan which is formed based advertising plan which is formed based on results of research leading to right on results of research leading to right segmentation , positioning , targeting .segmentation , positioning , targeting .

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• Why to advertise in a campaign?Why to advertise in a campaign?

• How long should be the campaign?How long should be the campaign?

• Basis of the campaign? Basis of the campaign?

* Geographical* Geographical

* Competition* Competition

* Budget* Budget

* Test* Test

* Vehicle ( Print , television , direct mail, * Vehicle ( Print , television , direct mail, ooh ) ooh )

*** CONCENTRTION , DOMINATION *** CONCENTRTION , DOMINATION

REPETITIONREPETITION

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Consideration while making a Consideration while making a CampaignCampaign..

• Identify the ProblemIdentify the Problem• The BudgetThe Budget• Pre testingPre testing• Target AudienceTarget Audience• Media SelectionMedia Selection• The languageThe language• The Visual & The CopyThe Visual & The Copy• Timing and DurationTiming and Duration• Post TestingPost Testing• Effects on salesEffects on sales

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• Buying MotivesBuying Motives

• Maslows TheoryMaslows Theory

Psychological NeedsPsychological Needs( coper T, Polio ,

thermal ware)

Safety Needs Safety Needs ( Bajaj Allianz , Saffola)

Esteem Needs Esteem Needs ( Digjam , Onida , Tanishq)

Self Actualization Needs. Self Actualization Needs. ( Nakshatra )

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Buying Motives Buying Motives • Unconscious Motivation : edible oilsUnconscious Motivation : edible oils

• Power Motive ( Black berrys )Power Motive ( Black berrys )

• Competence Motives ( Laptops , Competence Motives ( Laptops , Internet )Internet )

• Affiliation motive ( Alcohol , Affiliation motive ( Alcohol , Cigarettes )Cigarettes )

• Novelty ( mosquito repellents )Novelty ( mosquito repellents )

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Advertising AppealsAdvertising Appeals

• Rational AppealsRational Appeals : :

a) high quality a) high quality

b) low priceb) low price

c) Long Lifec) Long Life

d) Performanced) Performance

e) Economy in Operatione) Economy in Operation

f) Ease in operationf) Ease in operation

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• Emotional Appeal : Emotional Appeal :

• Negative appeals : tooth paste --- Negative appeals : tooth paste --- decay , bad decay , bad

breathbreath

• Positive Appeals: joy, thrill, humor, Positive Appeals: joy, thrill, humor,

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