Professional Documents
Culture Documents
Revitalize/repositioning
-ease of purchase
-shopping exp
-packaging
-hw it is delivered
Hw is a product is delivered
Hw a prod is stored
-today ad is in a bind
-advertisers expects specific ressukts that lead to sell and hence it sud be affective
-starategy
=creativity
-execution
-goal directive
Types of ad
• Brand ad
• Retail n local ad
• Political ad
• Directory ad
• Direct response ad
• B2b ad
• Institutionad (corporate ad means advertising a company, CSR)
• Public service ad(pulse polio)
• Interactive ad(on the net)
Marketing
Societal
Economic
5 players of ad
• Advertisers
• Ad agency(ad dept, in house agency)
• Media
• Vendors
• Target audience
Functions of ad
Why?
• Coz diff commu options hav duff strenghths n can accomplish diff obj
• Media ad
• Direct response
• Interactive or online ad
• Outdoor ad
• Pt of pfurchase ad
• Trade promo
• Consumer promo
• Sponsorships of event mrkting
• Publicity or public relations
Pt of view b2b
• Media
• Trade journals
• Interactive
• Directories
• Direct mailers
• Brouchures n sales lit
• Audio/vid presentation tapes
• Give aways
• Trade shows
• Pub rela
Ad campaign considerations
• Coverage
• Cost per capita
• Contribution- the collective effect of brand in terms of a
• A: in terms of depth/ awareness
• B. improving strenghth , uniqueness n brand asso
• Commonality- the xtent to which info conveyed to the pocket by diff commu
options share meaning
• Complementarily- xtent to which different asso n linkages r amphasised
across commu options
• Versatility-xtent to whict marketers ch info contained in a commu option
works wid diff types of consumers
• A. diff commu history
• B. diff marketing segments
Keller BE’s
Direct mketeers also keep females of people who match a certain age group,
income, special interest
Direct marketing works best men xcept the fact that their personal info might be
used for this purpose
• Many people are unaware that their personal info can be used for targeted ad
later
• Time consuming
• Related prod sale
• Leads to a marketing overloads
• Personal info can b purchased by unscrupulous people
Persuasive techniques
• Emotional words-can stir u up, feel u wid anger, wid hope, make pic in ur
mind
• Aggites n solve
• A. bringing pron
• B. mae the reader feel the need to change something, stop something, do
something
• C. show wats wrong
• D. offer the solution
Word choice
• Slogan
• Reputation
• Brand wagon
• Testimonial
• Emotional appeal
• Expert opinion
• purpose