Advertising

Module-2

ADVERTISING AIDS
ADVERTISING AIDS: The advertising program can aim to consumer awareness and attitude. Buyers may be induced to purchase and repurchase. we can have advertising relevant to each stage in the buying process. Advertising aids is the function of advertising to load step by step to the point of purchase. The following are important advertising aids which help to promote sales by inducing consumers to purchase a product. 1. Trademarks 2. Slogans 3. Packaging, 4. POP Display, (Point of Purchase) 5. Premiums 6. Coupons 7. Contest 8. Free Samples.

1.TRADEMARK:
Trademark indicates the source of goods. Once

ascertain amount of goodwill is built around a trademark, consumers soon start buying the product based on the mark or name automatically assuming that this name or mark denotes a certain quality or property which they desire. Therefore, it would be unfair to allow another producer to take advantage of the brand name and sell his own similar goods under that trademark. The trademark therefore performs this basic function of preventing confusion or deception as to the source of a product.

2.SLOGANS
A Slogan Phrase or sentence used repeatedly in

the advertising of a product or service that, through its repetition alone, eventually comes to identify the product or service. Essentially, slogans serve one of two basic functions: either to communicate an idea that manufacturers want associated with the product or service, or to retain continuity within an advertising campaign. A slogan is a form of verbal logo. In a print ad, it usually appears just beneath or beside the brand name or logo. SLOGANS Examples : Zindagi Ke Saath Bhi, ZindagiLife Insurance of LIC "Yogakshemam Vahamyaham" Ke Baad Bhi (Jeevan Anand)

3.PACKAGING
packaging and labels is used by marketers to the

encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for dozens of years. A product package is an important part of consumer acceptance. The mental image of the product which comes to the consumers mind is of this package. Products are often judged by their packages PACKAGING Such dimensions as color, shape and size of the package are examined for impact on consumers. Recognizing the marketing importance of the package, many firms make periodic review with packaging updating in mind. Specialized consulting firms and the major packaging manufacturers are involved in the activity.

4.POINT-OF-PURCHASE
. POINT-OF-PURCHASE Advertising can, at best,

leave a mark in the consumers mind, but to elevate it from a mark to a purchase, (point of purchase) POP plays a significant role. As the Indian market progresses towards mega stores, shopping malls and hypermarkets, The POP is the last chance for the seller to create a brand equity that attracts and engages the customer. Any unplanned buying that happens in the store is possibly a direct result of this touch-and-feel factor. POINT-OF-PURCHASE The most common types of in-store display include counter cards, wall signs, banners display bins Floor Stands and Counter Stands. The importance of these devices has been steadily increasing for a number of product classes sold in retail stores, such as photography, cosmetics, cloth, liquor and medicines. Firms should carefully plan their displays to fit the needs ofthe dealers or

5.PREMIUMS
Premiums are the gifts that are offered along with

the product at no additional cost. Such offers include digital watch free with a health supplement drink. A ceramic bowl free with coffee powder, gold pendent or a ring free with a bike. These promotions are undertaken by companies to encourage product trial, create excitement in the product and to attract new customers. The Premium may be free or available to the consumer by paying a price well below the regular market price

6.FREE SAMPLES
FREE SAMPLES Samples are generally used to

introduce a new product and as a sales tool to attract the attention of prospects. The purpose of a free sample is to acquaint the consumer with a new product, and is similar to the concept of a test drive, in that a customer is able to try out a product before purchasing it FREE SAMPLES No product sells itself unless it has dramatic appeal. In the normal course, the prospects must be provided with samples and should be convinced of their value and worth whileness. Without samples, this objective cannot be easily achieved. For example, a salesman who calls on a physician regularly carries samples of the products which he wants to influence the doctor to prescribe. Thus samples received by him are distributed by the doctor

7.COUPONS
Coupons can be considered as a certificate

offered by the retailer or manufacturer that entitle the owner to some stated savings or claim the specied things. Coupons bear a date of expiry and cannot be redeemed after to cut of date Offer a coupon is a versatile technique and can be used to achieve different types of sale promotion There are many different coupons objectives such as : Discounts Coupons, free shipping Coupons, first-time customer coupons BOGO coupons, Gift Certificates etc.

8.CONTEST
CONTEST Firms may sponsor contests to attract

additional customers. They offer COLA COCA substantial cash or merchandise prizes to call attention to their Bottle Kholo product. London Bolo Contest requires the Contest participants to perform some task.

The Advertising Planning Cycle

1. Where are we?

2.Why are we there?

3.Where could we be?

5. Are we getting there?

4. How could we get there?

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The Advertising Plan

An Advertising Plan Matches the Right Audience to the Right Message and Presents It in the Right Medium to Reach That Audience & Has Three Elements.
Targeting the Audience: Whom are you trying to reach? Message Strategy: What do you say to them? Media Strategy: When & where will you reach them?

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Advertising Planning and Decision Making

Situation Analysis
Consumer/Market Analysis Competitive Analysis Role of Advertising, Sales Force, Price, Promotion, Public Relations

Marketing Program The Communication/ Persuasion Process

Advertising Plan

Objectives/Segmentation/Positioning Message Strategy and Tactics Media Strategy and Tactics Facilitating Agencies

Implementation
13Figure

Social and Legal Constraints

2-1 Framework for advertising planning and decision making

Factors Related to Success of Advertising for New Products

1.Communicating that something is different about the product. Successful introductory
commercials communicated some point of difference for the new product

2.Positioning the brand difference in relation to the product category. Successful

commercials positioned their brands difference within a specific product category. For example, a new breakfast product was positioned as the Crispiest cerealor a new beverage as the smoothest soft drink.

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Factors Related to Success of Advertising for New Products

3.Communicating that the product difference is beneficial to consumers.
Nearly all of the successful commercials linked a benefit directly to the new products difference.

4.Supporting the idea that something about the product is different and/or beneficial to consumers. All the successful commercials
communicated support for the products difference claim or its relevance to consumers. Support took the form of demonstrations of performance, information supporting a uniqueness claim, endorsements, or testimonials.

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Typical Advertising or Campaign Plan Outline (Tab. 7.1)

I.

Introduction
Executive Summary or Overview is provided.

II.

Situation Analysis
Advertising Problems Advertising Opportunities

III.

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Key Strategy Decisions

Advertising Objectives Target Audience Competitive Product Advantage Product Image and Personality Product Position

Typical Advertising or Campaign Plan Outline (Tab. 7.1)

IV. V. VI.

The Creative Plan The Media Plan The Communication Plan

Sales promotion Public relations Direct marketing Personal selling Sponsorships, merchandising, packaging, etc.

VII. Implementation and Evaluation VIII. Evaluation IX. Budget 17

Thank you