What is Advertising - DefinitionWhat is Advertising - Definition Who needs AdvertisingWho needs Advertising Importance of AdvertisingImportance of Advertising Role of advertising in brand promotionRole of advertising in brand promotion How does advertising workHow does advertising work Do’s and don'ts in advertisingDo’s and don'ts in advertising Types of benefits – with examplesTypes of benefits – with examples Classification of advertisingClassification of advertising SummarySummary Evaluation – Q & AEvaluation – Q & A

ContentContent

What is ADVERTISING?What is ADVERTISING?“ “ the action of calling something to the attention of public” - the action of calling something to the attention of public” -

WEBSTER’s DictionaryWEBSTER’s Dictionary

Advertising is communication of Advertising is communication of informationinformation and and valuesvalues by an by an identifiedidentified sponsor sponsor

Advertising is the Advertising is the third partnerthird partner in the relationship in the relationship between a consumer and a product/servicebetween a consumer and a product/service

Who needs Who needs advertising?advertising?Companies use advertising to:Companies use advertising to:

• inform people about their products and servicesinform people about their products and services

• to make their to make their brandbrand names familiar to the public names familiar to the public

Who needs Who needs advertising?advertising?Companies use advertising to:Companies use advertising to:

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

• to remind customers about their to remind customers about their brandsbrands at the at the

right timeright time and and right placeright place

• to tell the public about to tell the public about improvementsimprovements in in

productsproducts

• to help their sales force to be more effectiveto help their sales force to be more effective

• to reinforce customer confidence in his/her purchaseto reinforce customer confidence in his/her purchase

Importance of Importance of AdvertisingAdvertising It is very cost effective method to communicateIt is very cost effective method to communicate

To create brand imageTo create brand image

To boost the sales volumeTo boost the sales volume

To beat the competitionTo beat the competition

Eg Popular advertising campaigns attract customers Eg Popular advertising campaigns attract customers attentions and can help generate sales. For example attentions and can help generate sales. For example pepsi’s – ‘Oye bubbly’, ‘Mera number kab aye ga’, pepsi’s – ‘Oye bubbly’, ‘Mera number kab aye ga’, Asian Paints – ‘Badiaya hai’, Alpenleibe -Lage raho, Asian Paints – ‘Badiaya hai’, Alpenleibe -Lage raho, etcetc

Role of Advertising in Brand Role of Advertising in Brand PromotionPromotion

Information and persuasionInformation and persuasion

Introduction of new brandIntroduction of new brand

Building and maintaining brand Building and maintaining brand loyaltyloyalty

Creating an image and meaning for a Creating an image and meaning for a brandbrand

Need recognitionNeed recognition

Information searchInformation search

Evaluation of optionsEvaluation of options

Outlet selectionsOutlet selections

PurchasePurchase

Post purchase Post purchase evaluationsevaluations

How does advertising work?How does advertising work? The stages in consumer purchase process The stages in consumer purchase process

Do’s and Don’ts of AdvertisingDo’s and Don’ts of AdvertisingSome do’sSome do’s

Advertising should be Advertising should be informative

Advertising should be Advertising should be entertaining

Advertising should be Advertising should be involving

Some don’tsSome don’ts

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

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

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

EvaluationEvaluation What is advertising?What is advertising?

What are the importance of advertising?What are the importance of advertising?

What are the do’s?What are the do’s?

What are the don’t’s?What are the don’t’s?

AdvertisingAdvertisingSome don’tsSome don’ts In case you do any comparison with your competitor or show In case you do any comparison with your competitor or show

your competitor it should be done in a intelligent and tactful your competitor it should be done in a intelligent and tactful

manner that such that it is memorable and not in bad taste.manner that such that it is memorable and not in bad taste.

Types of benefitsTypes of benefits

a) Objective benefitsa) Objective benefits

b) Subjective benefitsb) Subjective benefits

c) Values-oriented benefitsc) Values-oriented benefits

Objective benefitsObjective benefits These are tangible, physical and These are tangible, physical and

measurablemeasurable These are in the productThese are in the product They are what you get by using itThey are what you get by using it

Example - Example - “Hawkins “Hawkins pressure cooker pressure cooker cooks quickest cooks quickest with least trouble with least trouble and greatest and greatest safety”safety”

Subjective benefitsSubjective benefits These are in the consumers mindThese are in the consumers mind These are perceptions. These are what the These are perceptions. These are what the

consumer believes she will get as a result consumer believes she will get as a result

of the objective benefit.of the objective benefit.

Example - “ Cooking with Example - “ Cooking with

Hawkins will make me Hawkins will make me

feel that I am fulfilling feel that I am fulfilling

my role as a wife better”my role as a wife better”

Classification of Classification of AdvertisingAdvertising

Advertising in the consumer marketAdvertising in the consumer market- National Advertising- National Advertising- Retail/Local Advertising- Retail/Local Advertising- Brand Advertising- Brand Advertising

- Primary/Secondary demand advertising- Primary/Secondary demand advertising- Political Advertising- Political Advertising - - Directory AdvertisingDirectory Advertising-- Direct-Response AdvertisingDirect-Response Advertising-- Public Service AdvertisingPublic Service Advertising-- Interactive AdvertisingInteractive Advertising

Advertising to Business & Professional marketsAdvertising to Business & Professional markets- Business to Business Advertising- Business to Business Advertising- Professional Advertising- Professional Advertising- Trade Advertising- Trade Advertising