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The factors influencing the advertising budget decisions are stage in the product life cycle,
market share and consumer base, competition and clutter, advertising frequency, product
substitutability.
In designing and evaluating an ad campaign, marketers employ both art and science to
develop the message strategy or positioning of an ad- what the ad attempts to convey about
the brand- and its creative strategy-how the ad expresses the brand claims. Advertisers go
through three stages: message generation and evaluation, creative development and
execution, and social responsibility review.
Advertisers and their agencies must ensure that advertising does not overstep social and legal
norms. Public policymakers have a substantial body of laws and regulations to govern
advertising. The Advertisements Standard council of India (ASCI), a self-regulatory
voluntary organisation formed by the advertising industry, provides basic guidelines for
ensuring fairness in advertising and has mechanism to safeguard against misleading
messages. Consumer protection organizations also play a significant role in ensuring that
advertisers do not make misleading or fake claims. In addition, Consumer Protection Act of
1986, recognizes the rights of consumers and provide remedial action when consumer rights
are violated.
After choosing the message, the advertiser needs to choose media to carry it. The steps here
are deciding on desired reach, frequency and impact; choosing among major media types;
selecting specific media vehicles; deciding on media timing; and deciding on geographical
media allocation. Then the marketers evaluate the results of these decisions.
Sales promotion tools vary in their specific objectives. A free sample stimulates consumer
trial, whereas a free management-advisory service aims at cementing a long-term relationship
with a retailer. Sellers use incentive-type promotions to attract new triers, to reward loyal
customers, and to increase the repurchase rates of occasional users. Sales promotion in
markets of high brand singularity can produce a high sales response in the short run but little
permanent gain in brand preference over long term. In using sales promotion, a company
must establish its objectives, select the tools, develop the program, implement and control it,
and evaluate the results.
Events and experiences are a means to become part of special and more personally relevant
moments in consumer’s lives. Event can broaden and deepen the sponsor’s relationship with
its target market, but only if managed properly. Marketers have a number of reasons to
sponsor events. They are:
The company must relate constructively not only to its customers, suppliers and dealers but
also to a number of interested public. A public is any group that has an actual or potential
interest in or impact on a company’s ability to achieve its objectives. Public Relations (PR)
includes a variety of programs to promote or protect a company’s image or individual
products.
Marketing public relations (MPR) can support corporate or product promotion and image
making. It can affect public awareness at a fraction of the cost of advertising and is very
credible. The main tools of PR are publications, events, news, community affairs,
identification media, lobbying and social responsibility.
By Group 1 Section B
Amit Kesharwani 2018PGP064
Nilesh Chohan 2018PGP081
Suman Sarkar 2018PGP094
Vipin Kesarwani 2018PGP098