What is ADVERTISING ?

“ the action of calling something to

the attention of public”.

“ ADVERTISING is the delivery of the most persuasive product message at the right time, in the right place, to the right person, at the lowest possible cost”

Today’s Product/Brand Manager

Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience.

DEFINITION FROM BOOK

to give the company a “personality” which sets it apart from the others.

to remind customers about their brands at the

right time and right place

to tell the public about improvements in products

to help their sales force to be more effective

to reinforce customer confidence in his/her purchase

Advertising use to:

inform people about products and services

to make brand names familiar to the public

Importance of Advertising

It is very cost effective method to communicate to a large audience.

It helps create brand image and symbolic appeal for the brand which is a very important for companies selling product/services that are difficult to differentiate on functional attributes.

Advertising creates awareness, interest, desire and drives the consumer to the shop.

Popular advertising campaigns attract customers attentions and can help generate sales.For example :

Ye dil maange more

Connecting People

The Best A Man can get

Daag Acche Hain

Desh Ki Dhadkan

Role of Advertising in Brand Promotion

Information and persuasion

Introduction of new brand or brand extensions

Building and maintaining brand loyalty among consumers

Creating an image and meaning for a brand

How does advertising work?

Awareness

Comprehension

Conviction

Action

Hierarchy of effects

100% target audience

75% aware of the product

50% show some interest in the product

30% preferred the product

25% tried the product

15% Repurchase

Some do’s

Advertising should be informative.

Advertising should be entertaining.

Advertising should be involving.

Some don’ts

Advertising should never over claim any benefit in a product or a brand.

Never try to put down or talk down your consumers in manner that will insult them.

Try not to compare your brand with a competitor and try not to show your competitor in bad light.

In case you do any comparison with your competitor or show your competitor it should be done in a intelligent and tactful manner that such that it is memorable and not in bad

taste.

GRAB PEOPLE

Ad can be able to grab someone who glances for just a second. Force people to take a second glance instead of simply moving on.

Be Clever and CreativeAttract people and represent the brand in a positive way. A clever ad represents a clever company.

Speak LoudlyThe louder you talk, the more people hear you.

Don’t make them think ( too much)You need to get the message across in a clever way, but it shouldn’t make people think too much. A person should know what the ad is saying as soon as they look at it.

Colors that pop but make senseColors should work with the feeling of the brand and environment in which the ad is being placed.

Appeal to the targeted people through color, but don’t make the colors distracting.

For a “fun” brand, use a collaboration of bright colors. If the ad is more serious, possibly use a more simple color scheme.

Be informativeEvery advertisement must convey a message. Ads visually represent a message.

Stand out and Be Memorable

Your ad should be unique, memorable and completely different than anyone else. Be original.

Give off a Feeling

Someone should be able to tell the company’s tone by looking at an ad.

Show Not TellTry using a more visual way of representing a concept instead of text.

Use Humor : Use a Metaphor

Humor is a useful technique for attracting people to an ad. Metaphors can be a great way to add humor.

T H A N K Y O U !!

- MANJUSHA CHUTE