advertising management ppt1

8/7/2019 ADVERTISING MANAGEMENT ppt1

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Presented by:

Akshara Srivastava



h Any paid form of nonpersonal presentation

h and promotion of ideas, goods, or

h services by an identified sponsor.



h Pervasiveness

h Amplified expression

h Impersonal



Advertisements are important for:

h Making the products standardized

h Products aimed at large markets

h Easily communicating the features of

product.

h Products high in price

h Products which are new



h Mission

h Money

h Message

h Media

h Measurement



SETTING THE OBJECTIVE

DECIDING ON THE ADVERTISING BUDGET

DEVELOPING THE ADVERTISING CAMPAIGN

DECIDING ON MEDIA

EVALUATING ADVERTISING EFFECTIVENESS



Classified according to the aim

h Informative advertising

h Persuasive advertising

h Reminder advertising

h Reinforcement advertising



Factors to Consider in Setting an Advertising

Budget

h Stage in the product life cycleh Market share and consumer base

h Competition and clutter

h Advertising frequency

h Product substitutability



1.Message generation and evaluation

2.Creative development and execution

3.Social responsibility review.



Creative Brief

h Positioning statement

h Key messageh Target market

h Objectives

h Key brand benefits



Televisionh Advantages

h Reaches broad spectrum of consumers

h

Low cost per exposureh Ability to demonstrate product use

h Ability to portray image and brand personality

h Disadvantages

h

Brief h Clutter

h High cost of production

h High cost of placement

h Lack of attention by viewers



Print Adsh Advantages

h Detailed product information

h Ability to communicate user imageryh Flexibility

h Ability to segment

h Disadvantagesh Passive medium

h Clutter

h Unable to demonstrate product use



Radio adsh Advantages

h Ads are relatively less expensive to produce and

placeh Flexibility

h Short closing

h Disadvantagesh Passive medium

h Lack of visual image

h Unable to demonstrate product use



h Drugs and cosmetics act-1940

h Drugs and magic remedies act 1954

h Advertising code-Advertising standardscouncil of India

h The monopolies and restrictive trade

practices act-1969h The consumer protection act-1986



h Reach

h Frequency

h Impact

h Exposure :E = R * F[Gross rating point GRP]



Following variables are considered while

making the choice for media

Target audience media habit Product characteristics

Message characteristics

Cost



h Buyer turnover

h Purchase frequency

h Forgetting rate



Communication effect research- called

copy testing. There are three major methods

of pretesting.h Consumer feedback method

h Portfolio test.

h Laboratory test



SalesSales--effect researcheffect research

SHARE OF EXPENDITURE

SHARE OF VOICE

SHARE OF MIND AND HEART

SHARE OF MARKET



h Sales promotion

communication

Incentive Invitation

h Public relation

High credibility Ability to catch buyer off guard

Dramatization



h Events and experience

Relevant

Involving Implicit

h Direct and interactive marketing

Customized Up-to-date

Interactive



h Word of mouth

Credible

Personal Timely

h Personal selling

Personal interaction Response

cultivation



THANK YOU

advertising management ppt1

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