DR.

MAHADEO GHADGE

ADVERTISING

DEFINATION

Advertising :-Any paid form of nonpersonal communication about an organization, product ,service, or idea from an identified sponsor. (Blech & Blech 1998)
It involve verbal & non verbal communication focus of advertising is directed to groups of people rather than to individuals and for this reason it is non-personal or mass communication. advertising is paid for by sponsors for the media time or space it uses to communicate its messages. advertising messages are intended to be persuasive to accomplish the desired selling function, some ads appear only to inform people, examples being legal announcements, change of address, etc., without any persuasive intent.

PLANNING OF A MARKETING OR ADVERTISING CAMPAIGN

(5MS OF ADVERTISING) Mission What are the objectives? What is the key objective? Money How much is it worth to reach my objectives? How much can be spent? Message What message should be sent? Is the message clear and easily understood? Media What media vehicles are available? What media vehicles should be used? Measurement

How should the results be measured? How should the results be evaluated and followed up?

PLANNING OF A MARKETING OR ADVERTISING CAMPAIGN (5MS OF ADVERTISING)

An advertising agency
An advertising agency is: An independent business organisation Composed of creative and business people Who develop, prepare and place advertising on advertising media For sellers seeking to find customers for their goods and services.

Functions of an Advertising Agency

Understand the product Understand process/

technology used to produce it Understand supply chain Coordinating with client & generating valuable input Preparing creative add Selecting best available media Planning advertising campaign Giving feedback to client

ORGANIZATIONAL STRUCTURE
CEO
Account Manager--- Client services Creative Director---Copy writers ---Production-(Art /

Traffic) Media Managermedia planner (print / electronic/ other media) media buyer Support services --- Marketing research Sales promotions Administrative Manager- HR Finance &Account

ACCOUNT MANAGER( client services) Brand service Executives/Manager

Coordinator between client & Agency. Understand advertising brief of client & communicate

to agency people. Plan the campaign & set the Budget. Seek approval from client

CREATIVE DIRECTOR Creative services

COPY WRITER Puts add message into word / decide

& design theme / Slogan PRODUCTION Art Director- Responsible for illustration, photographs, visual element , story-boards etc. Print production / Electronic production Traffic coordinate between creative people & Production House , client service department.

MEDIA MANAGER MEDIA SERVICES

Responsible for media mix
Media planner-Media mix / frequency of message /

cost of putting message Media Buyer- Responsible for implementation of media plan Buys either space or time needed for an ad.

SUPPORT SERVICES
MARKET RESEARCHERS Studies Target audience

,Buying behavior, Competition, Market characteristic & provide input to creative people. SALES PROMOTIONS- Direct incentives to motivate buyers ,distributors etc.

ADMINISTRATIVE SRVICES
HR- Recruitment , training / PMS/ Employee

Engagement / Payroll / Statutory compliance .General Administration Procurement / Day to day administration / facility management etc. FINANCE & ACCOUNT Financial aspect, Budget, Cash flow / liabilities & assets/ Audit etc.

TYPES OF AD AGENCIES
FULL SEVICE ADVERTISING AGENCY
LIMITED SERVICES AGENCY Creative Boutique

Media buying agency

Specialized Agency

Definition: An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, Internet and direct marketing.
ForExample ;- Mudra ,JWT ,

Creative boutique Limited service Agency

shop agencies that provides

only creative functions and not full-service. The specialized creative functions include copy writing, artwork and production of ads

MEDIA BUYING AGENCY Concentrates on Media planning Media buying Scheduling

OTHER TYPES
Specialized Agency Full service agency operates in

limited field. For example only related to specific industry or specific market In House Agency own advertising agency Advantage- cost saving / more control / increased coordination Mudra for reliance Industry (Previously) Lintas for Levers (When Mudra started out ) confidence for Videocon

COMPENTATION
MEDIA COMMISSION:-

Agency commission represents gross income, within which a profitprovision must be made

Amount paid by media to an ad agency which has bought space or time for its clients Commission 15 % to INA (Indian Newspaper Society) accredited agency. MARK UPS :Payment for hired or services or goods pus a certain mark-up for supervisory services of agency. mark up is % of purchase cost of services e.g. 17.65 % FEES :Retainer ship 2) commission INCENTIVE BASED / PERFORMANCE BASED COMPENSATION :Scientific Method Based on Performance

AIDA Model Of Advertising

AIDAIntroduced by Elmo Lewis

A Attention I Interest D Desire A Action

TIPS AND IDEAS FOR USING THE AIDA MODEL IN ADVERTISING & SELLING PROCESS:

ATTENTION First impressions count- be polite

Think outside the box Be honest

INTEREST
MAKE An impact -- statement simple and relevant. Create interest Keep it relevant Engage your prospect

DESIRE
Build trust Use social and economic proof

ACTION
Use the right closing questions