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JVIRAHYAS@GMAIL.COM
A PRESENTATION ON
Submitted By:
JITENDRA VIRAHYAS
CONTENT
Advertising as a management function
Setting the advertising objective Deciding the advertising objective choosing the advertising message Deciding on media Evaluating advertising effectiveness
4) DECIDING ON MEDIA :
A) DECIDING ON REACH, FREQUENCY AND IMPACT: MEDIA SELECTION involves finding the most cost efficient media to deliver the desire number of exposures to the target audience. I. REACH (R): THE NUMBER OF Different persons or household expose to a particular media at least once during a specific time period. FREQUENCE(F): THE number of times within the specific time period that an average person or house hold is expose to the message. IMPECT(I): the qualitative value of an exposure through a given media.
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CHOOSING AMONG MAJOR TYPE: THE MEDIA planner has to know the capacity of the major type of delivery, reach, frequency, impact . The media are as follows: Newspapers Television Direct mail Radio Magazines Outdoor Yellow Pages Newsletters Brochures Telephone Internet
media planners make their choice among media category by considering the following variables: I. Product: women dresses are the best shown in the magazines, and Polaroid cameras are best demonstration on television. Message: a message is the most conman way to be in marketing. major sales promotion is by newspaper, radio, T.V. Cost: television is very expensive, whereas promotion in newspaper ads are very effective. So it is conman way of promotion. Target-audience media habits: For example, radio and television are the most effective media for reaching teenagers.
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C) SELLECTING SPECIFIC VECHICAL: THE most effective media vehicles within each level of media type. I. II. III. Circulation : the number of physical units carrying ,the advertising. Audience: The number of people exposed to the vehicle. Effective Audience: the number of people with target audience characteristics exposed to the vehicle.
D) DICIDING ON MEDIA TIMING: In choosing the media , the advertiser should faces a macro scheduling problem. The macro scheduling problem involves scheduling the advertising in a relation to seasons and the business cycle. Like a firms estimate their sale for a definite period. as in June to September 70% at whole. Most firm pursue a seasonal policy. E) DECIDING ON GEOGRAPHICAL ALLOCATION: A company has to decide how to allocate its advertising budgets over space as well as over time.the company makes national buyes when it palace ads on national TV network or in nationally circulated magazines. It makes spot buys when it buys TV time in just a few markets or in regional editions of magazines. These markets are called areas of dominant influence or designenated marketing areas , and ads reach a market 40 to 50 miles from a city center. The company makes local buys when it advertises in local newspaper , radio or outdoor sites.
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Ethics are principles that serve as guidelines for organization to conduct function in an appropriate manner. In shaping its promotion mix a company should be aware of the ethical issues surrounding marketing communication. Though company takes precaution in communicating with the consumer, still abuses may occur. The ethical issues regarding marketing communication are: Marketing causes people to buy more than they can effort Marketing overemphasizes materialism Marketing increases the cost of goods and service Marketing perpetuates stereotyping Marketers create offensive advertisement Marketing creates advertisements linked to bad habits and intimate subjects Marketers use unfair tactics Marketers prepare deceptive and misleading advertisements Advertising professional services is unethical Advertising to children is unethical Salespeople use deceptive practices
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Several strong advocacy group oppose the current freedom companies have to advertise to children, especially preschoolers, and work diligently to curtail these advertising programs. The most radical group want ads directed at children to be banished completely, because they believe children lack the mental ability to interpret advertisements correctly. They contend that marketers take advantage of a Childs inability to weigh evidence and make an informed decision. Other group do not promote eliminating advertising to children, but do want it limited and regulated.
Regulations
Self-regulation Regulatory Bodies
Summary
There are ethical issue in an organization. ethical issues in various marketing communication instruments like advertising, sales promotions, etc. The main ethical issues in advertising are puffery, bad taste, stereotyping, targeting children, promoting unhealthy products and subliminal advertising. Puffery refers to making exaggerated claims about the product, which cannot be proved. Advertisements are said to be in bad taste when they offend people. Stereotyping refers to portraying men or women in a particular role, with a negative image. Advertisements targeted at children are considered unethical as children are not capable of processing the given information. Consumption of unhealthy products like fast food and tobacco products lead to bad health. So promoting such products is not good. In subliminal advertising, the viewer is exposed to product messages and pictures in such a way that he is not aware of watching them. We also discussed ethical issues in sales promotion, advertising research, advertorials and infomercials. We went into the various regulations applicable to the advertising industry. The selfregulation and regulatory bodies operating in India were discussed in detail. Finally, we discussed the economic effects of advertising on consumer choice, competition and product cost & prices. Advertising influences people to buy heavily advertised products and pay more, as advertising costs are often passed on to the customers.
Jitendra Virahyas
JVIRAHYAS@GMAIL.COM