Professional Documents
Culture Documents
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WHAT IS ADVERTISING? Advertising is any paid form of non-personal presentation & promotion of ideas, goods, & services by an identified sponsor. (AMA-1963) It is paid persuasive communication, using nonpersonal mass media & other interactive communications to connect an identified sponsor with a target audience. (modern definition). Advertising is a substitute for human salesman. (Sidney Bernstein-1990)
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For effectiveness, message must gain attention, be understood, & stimulate receiver. The noise may distort effectiveness of communication.
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The figure shows how advertising is linked to strategic business plan. The process followed in business/ marketing/ advertising plan is the same : viz. objectives, strategies, and tactics (or action plan)
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MAJOR TYPES OF ADVERTISING 1. National/Brand/Consumer Advertising. Objective: Inform/remind consumers @ firm/brand. Focus : Long-term brand identity & image. Does not necessarily mean nationwide. Done by the manufacturer. 2. Local/Retail Advertising Often done by the retailer. Objectives: Store loyalty & retailer image. Sometimes done by small-size manufacturer to sell initially in local markets.
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3. B2B/Industrial Advertising
Done by business marketers. Objective : Support personal selling. Main media: Business magazines, journals. 4. Corporate/Institutional Advertising P.R. Approach, directed at various stakeholders. Objectives: Corporate image building, investor support. 5. Non-Profit Advertising Done by not-for-profit organisations. Objectives: Volunteers, donations, program participation.
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6. Public Service Advertising Done by government, social service institutions, or business firms. Objectives : Promote awareness on social issues/public causes (e.g. child marriage, drug adiction, drunken driving) 7. Direct Response Advertising Done by marketers. Objective: Stimulate a sale directly. Media used: Internet, telephone, direct mail, directresponse print/broadcast advertising.
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8. Trade Advertising Done by manufacturer. Objectives: attraction new outlets, motivate traders to stock company products. 9.Professional Advertising Done by manufacturers of certain products. Objective: Ad Message to professionals who are decision makers (e.g. doctors, architects) Media used: Professional journals, direct/e-mails, sales persons.
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SCOPE/ROLES/FUNCTIONS OF ADVERTISING Identifying advertisers name. Providing information about products & brands. Creating demand for a product by hard-sell or soft-sell approaches. Building awareness & image of products & brands. Reminding existing & prospective customers. Supporting personal selling function.
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Advertising Dept.
Media Organisations
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KEY PLAYERS IN ADVERTISING INDUSTRY Advertiser/Client Organisation. Provide funds for advertising. Decide ad.budget and target audience. Approve ad/IMC plan. Advertising Department Most large companies have ad.dept. Communicate, Coordinate between marketing dept, ad. agencies, service specialists. Headed by Advertising Manger/Director.
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Media Organistaions
Referred as channels of communications/media vehicles. Provide platform for advertisers message to the audience.
Service Organisations/Specialists/Suppliers/Vendors.
Provide speicalised services like copy writing, marketing research, video production.
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Evolution of Brands
Brand s help to differentiate products. In 18th century, producers names identified products, e.g. Ford automobiles from Ford family i.e. some kind of corporate branding. In mid 20th century, mass production of non-durables made branding compulsory. Brand names were based on (1) personal names of inventor/shopkeeper (Edison Phonograph), (2) place names (Columbia Bicycles), (3) artificial names (Kodak), (4) descriptive names(Shredded Wheat)
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TRENDS IN ADVERTISING & PROMOTION INDUSTRY A trend is direction /sequence of events that has some momentum & durability. Trends in Ad industry are: Will rely more on marketing research. Impressive development of vernacular advertising. Shift of focus from goods to services advertising. Electronic media will become cost effective. Interactive TV programmes & commercials. Production quality of TV ads will improve. More social control of advertising.
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What is the difference between a consumer and a customer? How consumers are categorised? Business markets (B2B) Consumer markets (B2C) How buying decisions are made in B2B and B2C markets?
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Problem / Need Recognition Should advertising stimulate the need? Information Search What is the difference between internal and external search? Consumer behavior of searchers and impulse buyers. Evaluation of Alternatives What is the difference between evoked set and consideration set of brands. Objective & subjective criteria.
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Purchase Decision Selection of the product / brand. Where to buy? When to buy? Post-purchase Evaluation Relationship between expectations and satisfaction influence a repeat purchase. Cognitive dissonance. Dissatisfied consumer experiencing dissonance spreads negative WOM.
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BUYING DECISION PROCESS IN BUSINESS MARKETS Eight stages/phases involved: Problem/Need recognition. Characteristics & quantity of the needed product. Specification of the needed product. Search & quality of potential suppliers. Obtain & analyse supplier proposals. Evaluate and select suppliers. Select an order routine. Performance feedback and post-purchase evaluation.
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CONSUMER AS A SOCIAL BEING What is a social class (social being)? It is a homogeneous and stable division of people, who have similar values, interest, lifestyles, and behaviors. Factors used to classify individuals into a social class are: Income, Education, Occupation, Religion, etc. These factors vary from one society to another. In India, broad social classes are: upper, middle, lower.
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REFERENCE GROUPS (R.Gs) A consumer accepts many values, beliefs, attitudes, or behavior of reference groups. Who are reference groups? Family, friends, colleagues, etc. Why family is the most important R.G.? Advertisers must understand family structure, working and changes why ?
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MARKET SEGMENTATION, POSITIONING, & THE VALUE PROPOTION Steps in identifying target segments: 1) Segment consumer / business markets based on variables for
Consumer Markets Demographics Geographics Psychographics Behavioral Benefits sought Business Markets Macro: Industry type, geographic location, consumer type, End-use / application Usage Rate. Micro : Purchasing Criteria, Personal Characteristics.
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2. Segment Targeting How many & which segments to target? Criteria used: Segmentsize (Market Potential) Growth rate (Present & Future) Profitability Company objectives, resources, and competencies (strengths) in relation to competitors.
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3. Segment Profiling It means describing characteristics (age, income, etc) of target segments /customers. In addition, marketers find benefits sought, what
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POSITIONING What is Positioning? How to develop a positioning strategy? The steps are: 1) Collect market information. 2) Select attributes / benefits for positioning in relation to competitors. 3) Communicate the companys positioning.
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DIFFERENT POSITIONING APPROACHES / STRATEGIES Attribute / Benefit positioning. Product category positioning. Price Quality positioning. Use / Application positioning. Competitor positioning. Repositioning.
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Pre-testing Research
Post-testing Research
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DEVELOPMENTAL AD AND COPY RESEARCH Marketing research & market research same? Advertising strategy research is called developmental research. why? Because it is used for developing strategies like positioning, selection of target audience, media & message. Creative concept research & Pretesting are used for concept & copy testing and hence called copy research.
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TARGET AUDIENCE / CONSUMER INSIGHT RESEARCH It develops a product / brands target consumers (or Primary users) profile. Profile includes geographic, demographic, psychographic & behavioural characteristics. The research finds information on potential market segments for new products. Methods used : Consumer attitude and usage studies.
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PRODUCT / BRAND POSITIONING RESEARCH For effective Brand positioning strategy, advertiser should know : 1) Target consumers perceptions about the firms & competitors brands on product / service quality, features, benefits. 2) What factors lead to initial purchases and brand loyalty.
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COMMUNICATION MEDIA RESEARCH It helps in developing 1) Media strategy from various media types 2) Selecting media vehicles. To obtain information on reach, audience profile, and effectiveness of different media vehicles, ad. agencies subscribe to syndicated research services, like : NRS (National Readership Survey) IRS ( Indian Readership Survey)
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ADVERTISING MESSAGE RESEARCH Ad. Agencys creative team does formal and informal research. Formal research by reading secondary information provided by the client (advertiser) on the company, product category, brand, competition. Informal personal research is also done. How?
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CREATIVE CONCEPT RESEARCH/COPY RESEARCH Research done on: Concept testing Name testing Slogan testing Timing : before ad. Agency begins production. Process followed: Creative people prepare tentative ad concepts (i.e. copy platform/story board) Focus groups of users discuss tentative concepts. Researchers observe & videotape discussions. Most promising creative concept identified.
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POST-TESTING RESEARCH Done after an ad/ad campaign is over. It evaluates impact of ad campaign/an ad. It measures factors like awareness, attitude
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PLANNING ADVERTISING & INTEGRATED BRAND PROMOTION Advertising plan & Its marketing context A typical advertising / IMC Plan includes: 1. Situational analysis 2. Marketing & Advertising objectives 3. Advertising / IMC budget 4. Media strategy 5. Message strategy 6. Integration with other IMC tools 7. Evaluation of effectiveness
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MARKETING AND ADVERTISING OBJECTIVES. Marketing objectives based on corporate objectives & situational analysis. Advertising objectives/goals derived from marketing objectives. Definition: a specific communication task & achievement level to be accomplished with a specific audience in a specific period of time. To be effective, an ad must be seen, read, understood, believed, and acted upon. Hence, ad objectives has 3 categories : sales, communication, behavioural objectives.
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by %, quantity, or value.
This is unrealistic and unfair. Why? Communication objectives Existing levels of awareness, knowledge, liking, and preference for a brand measured. If low, message & media strategies developed to increase it.
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promotion / IMC ?
Four commonly used budgeting methods are:
Percentage-of-sales method
Competitive parity method
Affordable method
Objective and task method
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expenditures.
Assumptions (as advantages) are: Competitors expenditures show collective wisdom. would prevent promotion war. Both assumptions are incorrect. Why? Disadvantage: Ignores companys capability. Should be used with some other method.
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AFFORDABLE METHOD
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OBJECTIVE & TASK METHOD Increasingly popular method. Process / procedure includes: Specify ad objectives / goals. Decide tasks to be performed to achieve ad objectives. Estimate cost of performing tasks. Total costs of all tasks to arrive at ad budget Advantages: (1) build-up approach; (2) shows relationship between expenditure, ad insertions, awareness levels, attitudes, purchases. Disadvantage : difficulty in deciding tasks & cost estimates.
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BRAND POSITIONING It means establishing a distinct, valued place for a brand in target customers mind. First decide target customers / market segments. Then determine brand positioning by Deciding distinct / unique value proposition. It should answer target customers question: why should I buy your brand, rather than competing brand.
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Public relations.
Marketing firms hire brand consultants.
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1. Preparation
2. Incubation
3. Illumination
4. Verification
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ANOTHER APPROACH TO CREATIVE PROCESS James Youngs 5-step approach: 1. Immersion 2. Digestion 3. Incubation 4. Illumination 5. Reality / Verification
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MESSAGE OBJECTIVES Advertiser to know what objectives the message should achieve. The message objectives are: Perception: Create awareness, interest, attention, recognition, recall. Affective: Touch emotions, create feelings. Cognitive: Deliver information & understanding. Persuasion: Change attitudes, create conviction and preference. Transformation: Establish brand identity & associations. Behaviour: Stimulate trial, purchase, or repurchase.
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MESSAGE STRATEGIES Message / appeal strategies are: 1. Rational / Informational / Logical Appeals 2. Emotional / Transformational Appeals 3. Moral Appeals 4. Combining Rational & Emotional Appeals 5. Other types of Appeals
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RATIONAL / INFORMATIONAL / LOGICAL APPEALS Also called Head Strategy, as they relate to head,
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EMOTIONAL / TRANSFORMATIONAL APPEALS These appeals relate to customers psychological & social needs. They arouse positive / negative emotions that motivate purchase of product / service. These appeals focus on: (1) Personal bases of feelings (e.g. Joy / happiness, Sorrow / grief, Love/affection) (2) Social bases of feelings (e.g. Respect / status, Affiliation / belonging)
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MORAL APPEALS They draw attention of audience to what is right. These appeals ask people to support social issues (Polio eradication, AIDS prevention, Child labour prevention) Combining Rational & Emotional Appeals In many purchase decisions, consumers decisions are based on combination of R&E appeals. Degree varies upon buying situations and product / service category.
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OTHER TYPES OF APPEALS Teaser Advertising Typically used when a new product is introduced. Objective: to build audience curiosity, interest, and excitement. Reminder Advertising Objective: to keep brand name in audiences mind.
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COPY WRITING What is a copy? Creative plan includes attention getting and memorable phrases. Copy-writer shapes words in an ad Copy writing for print advertisements It has two types of copy writing Display copy : Includes larger type-size elements Body copy (or Text) : Includes smaller type sizes
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DISPLAY COPY Large type-size elements are: Headlines, subhead lines, Taglines, slogans Headline It is conveys ad message / theme It is a sentence / phrase important for catching attention Types of Headlines Benefit headline Information / News headline Puzzle / Provocative headline Question headline
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SUBHEADS Most adds have one / more subheads. They enhance readability and highlight key sales points.
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SLOGANS Slogans / theme lines are repeated from ad to ad. why? They must be catchy and memorable. TAGLINES Sometimes slogans are used as taglines. Used at the end of an ad, to complete / wrap up the creative idea.
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BODY COPY It is main text of an ad It includes sales story, arguments, explaination, proof. Only 10% readers read body copy. Long enough to complete message, short enough to retain readers interest. Body copy writing styles / approaches: Straight forward : factual copy Narrative : Story telling Dialogue : Conversation Explaination : Explains working of something Translation : of technical information
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COPY WRITING FOR CYBER SPACE Web / Internet advertising is more interactive than any other mass medium. Web copywriting challenges are: To attract people to the site. To have dialogue-based communication. Purposes of internet Advertising: Brand reminder for people visiting Web site. Delivers persuasive message. Drives traffic to advertisers Web site. Online / Web / Internet advertising classified as: (1) Banner Ads, (2) Web Ads, (3) Other formats.
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BANNER ADS They are most common form of online ads. These are small rectangular boxes with text, images, animations, with company / brand name. Like outdoor ads, importance to creativity with clever phrases & bright visuals, by Offering discounts / freebies Changing offer frequently (perhaps daily) Offering knowledge / asking provocative questions. Asking sufers opinion & rewarding them. Informing, entertaining, providing links.
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WEB ADS Similar to traditional print advertising. Copy writing important for creating interest. Objectives Create awareness, interest in products / services Build brand image. OTHER WEB FORMATS Marketers experiment with other web formats like pop-ups, Ad buttons, sponsorships, Interstitials, classified ads Internet method using broadcast media better than TV advertising. (Why?) These designs are constantly changing.
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COPY WRITING FOR BROADCAST ADVERTISEMENT Radio / TV ads are 10,15,30 or 60 seconds in length. Radio ads are different & difficult. (Why?) Tools of Radio Copy Writing It includes audio elements : Voice, music, sound effect. Voice: Includes jingles, dialogue, announcements. Speaking style should match target audience speech. Music : Jingles help remember slogan Hummable music sticks in our minds. Sound Effects: Important for attention-getting & memorable Generate anger, joy, suspense, or sorrow. Create effects of door opening, laughter, etc.
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GUIDELINES OF EFFECTIVE RADIO COPY WRITING Use conversational languages. Design to speak to audience interests like sports, music. Keep it simple & short (KISS): Simple words, short sentences. Make it easy to remember: By repetition. Design to break inattention with something unexpected. Planning radio commercials Radio script format. Sources of audio written on left. Content on right. Instructions & descriptions in capital letters. Appoint producer, who casts the commercial. Select music director to choose music Studio mixes music, sound with voices, sends tape to radio station.
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HOW TO WRITE A TELEVISION COPY? Powerful medium, combining visuals & verbal messages. TV commercial production is complex & expensive. Characteristics of TV copy Action: TV action & motion attracts viewers attention & interest. Demonstration: TV ads are suitable for products needing demonstration. Storytelling: TV commercials use storytelling about product & people using it. Emotion: TV Commercials make emotional appeals.
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TOOLS / COMPONENTS OF TV COPY WRITING Two components of TV commercials : Audio & Video Both work in coordination to create impact. Video Elements Includes presenter, action sequence, sets, lighting, etc. Emotions expressed in facial expressions, body language. These are used in movies, TV shows, plays. Audio Elements Similar to Radio, 3 elements: Music, Voice, Sound effects Used differently in TV, due to audio connected to visual image. Voice may be of a presentor, 2/3 persons in conversation, or unseen presentor (voiceover) Background music / song used for jingles / catchy songs.
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PLANNING & PRODUCTION OF TV COMMERCIAL Planning a TV commercial includes: Type of appeal: Rational, emotional, moral, combination Scenes: No. of scenes. Key visual: That would be remembered by the viewers. Length of the commercial: 10,15,20,30,60 seconds(Most common?) TV commercials planned based on 2 documents: (1) TV scripts (Prepared by copy writer) (2) Story board (Drawn by art director)
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SCRIPT & STORYBOARDS TV Script: Like radio script, a written form of commercials audio plan. It includes words, dialogue, instructions, description of sets, lighting etc,. Storyboard: It is a visual plan / layout of commercial. It includes no of video scenes, shots in each scenes, etc. Art director & copy writer create storyboard, combining video scenes with audio parts. It gives clear picture of TV commercial. Animatic is a videotape of storyboard with soundtrack. Production of commercial starts after approval of storyboard / animatic by the client.
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ART DIRECTION & PRODUCTION IN PRINT ADVERTISING Steps in art direction: Choose elements: Photos, illustrations, colour, typograph Produce layout by handling above elements on paper Arrange elements using design principles. Steps in production of print ad: Understanding print media requirements for newspaper and magazine ads. Use lineart or halftone print images, and colour reproduction. Common printing processes used in advertising: Letterpress, offset lithography / printing, silk screen, etc Trend in print production is digitisation, using computers.
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ART DIRECTION & PRODUCTION IN TV ADVERTISING TV art direction includes: Visual storytelling. Making video advertising on computers. TV commercial length is important in design. Steps in production of TV commercials Message design Preproduction Production Postproduction
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MODULE -4:
PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA
World of promotional media Fundamentals (basic concepts) of media planning Media planning process Media strategies (including media mix selection / media choices) Scheduling Contemporary essentials (challenges) Media choice (planning) & integrated brand promotion (IMC) Strategic planning considerations in media choice
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BASIC CONCEPTS (CONTINUED) Reach: Percentage of (or measure of ) media audience exposed atleast once to ads message in specific time. Frequency: Number of times a person (audience) is exposed to ad in a time period (i.e. repetition of ads). Impression: Estimates readership of a newspaper / magazine, actual viewers of TV, listeners for radio Circulation: Measures number of copies sold for a newspaper or magazine. Exposure: Measure households with TV sets turned on (HUT-Households using television). Coverage: Potential audience that may get to exposed to ad message through a media vehicle.
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Who are involved in media planning process? What is the difference between media planning and media plan?
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MEDIA RESEARCH Focus of media research and analysis is: Target audience Factors influencing media plan
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SETTING MEDIA OBJECTIVES Derived from marketing & communication objectives. Media planner consider 3 important elements:
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MEDIA STRATEGIES Media strategies should achieve media objectives, reach target audience with cost effective media-mix to deliver the ad message.
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GEOGRAPHIC SELECTION / COVERAGE Geographic location of target audience is an important factor. Use of category development index (CDI) helps to indicate geographic areas where a product category is strong & weak. Use of brand development index (BDI) shows geographic areas where a brand is strong & weak Accordingly geographic areas are selected & advertising budget allocated. How to calculate CDI & BDI?
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Category Development Index (CDI)= % of product categorys total country sales in Karnataka X100 % of total country population in Karnataka
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WHERE TO ADVERTISE?
BRAND DEVELOPMENT INDEX (BDI)
High Low
High market share Good market potential High market share Low market potential
Low market share Good market potential Low market share Low market potential
Based on above, where should company advertise? Source of secondary data: NRS, IRS, I& B Ministrys Annual report.
Low
High
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MEDIA - MIX SELECTION / MEDIA CHOICES What is media-mix? Why most firms use it? Factors used for selection of media-mix are: Product characteristics Media characteristics
Message characteristics
Media habits of target audience
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PRODUCT CHARACTERISTICS Product characteristics like visuability, believability, and colour can be best shown by selecting appropriate media. (any examples?) Message characteristics Media choice / selection is influenced by information content & timeliness. (examples?)
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MEDIA CHARACTERISTICS Selection of media is also influenced by comparison of media & their characteristics
Medium Advantages Disadvantages
Newspapers
Mass coverage, local market coverage, High believability, Large space, Choice of ad position
Combined impact in sight, sound, motion; Mass coverage; High reach; High attention.
Short life, Poor reproduction quality, Low attention getting, clutter, Selective exposure.
High cost, High clutter, Short exposure, Low audience selectivity.
Television
Radio
Mass use, Low cost, High Only audio, Low attention frequency, High demographic & getting, Noise, Short lived geographic selectivity. message.
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Outdoor
Low cost, High repeat exposure, Short message, short High visibility, Low Competition, exposure time, Creative Specific location. Limitations, Poor image,Limited audience selection. Interactive possibilities, Lowcost, High selectivity, Increased attention & involvement. New media, Low users in some countries, Limited creative capabilities.
Internet
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MEDIA HABITS OF AUDIENCE Information on media habits of target audience can be obtained through consumer research. EG. TV & radio are effective media for reaching
teenagers.
Information on media vehicles for specific target
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COST-EFFECTIVE MEDIA & MEDIA VEHICLES Media characteristics tables show high & low cost media. Size & cost of reaching target audience, referred as CPM (Cost per thousand circulation), is more important.
CPM=
Cost of ad space
circulation
X1000
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COST PER RATING POINT (CPRP) For broadcast media, CPRP or CPP (cost per point) are used to compare vehicles.
CPRP = CPP =
Programme rating
Programme rating (percentage of exposure) of 30 means 30% of house holds with TV had tuned in to that programme. For newspapers, when cost of advertising is know,
CPM=
Cost of ad
Circulation
X1000
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the day.
Factors considered for timing decisions are: How often the product is purchased? Whether the product used more in some months? Customers best time to buy. Competitors ad schedules.
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DURATION (HOW LONG TO ADVERTISE?) If its a ad campaign, how long it should run? If budget is small, how to cover the year? How much advertising is enough? Lead time concept: Two meanings.
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Continuous strategy
Regular / continuous pattern without any gaps. i.e. every day, every week, every month. Suitable for product categories regularly consumed / used. Advantages: Covers buying cycle, continuous reminders, get media discounts & preferred ad locations. Disadvantages: High costs, overexposure possibility.
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FLIGHTING STRATEGY
Alternating periods of intense advertising & no advertising. Used for products with seasonal demands. Advantages : cost efficiency (covers purchase cycles only), use many media & vehicles with limited budget. Disadvantages: decreased awareness, interest, retention of ad message during non-scheduled periods, advantage to competitors. Pulsating strategy It is a combination of continuous & flighting strategy. Advantages of both continuous & flighting. Disadvantages: Not suitable for small budgets & seasonal products.
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SCHEDULING STRATEGIES
Jan F
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1.
2. 3.
CONTEMPORARY CHALLENGES / ESSENTIALS Media industry is changing fast. These changes create new ways of doing things: Changes in media buying & planning: Tug of war between media-buying firms and ad agencies. Online media-buying. Changes needed in media research. Reliable audience research on new media Improvements needed in media monitoring system. Need information on effectiveness of combined media.
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1.
2.
3.
MEDIA CHOICE / PLANNING & INTEGRATED BRAND PROMOTION (IBP) How media choice (planning) will change to accommodate new tools from integrated brand promotion (IMC)? Reliance on mass media to be reduced. Data base analysis needed often to know which new media reaches target audience. Numerical data needed For comparing media vehicles, media exposure data of the past to be mixed with scanner sales data. Media planners to know more about other communication tools. By sitting in creative meetings. Undertaking special training.
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MEDIA CHOICE & IBP (CONTINUED) 4. Need to evaluate off-beat communication tools.
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STRATEGIC PLANNING CONSIDERATIONS IN MEDIA CHOICE Strategic planning (thinking) media choice (selection) includes: 1. Effective matching a mediums audience profile to target audience. Consult marketing research agencies. 2. Use consumer research information on media habits Use data collected during strategic planning i.e. segmenting & targeting.
Consumers moving towards new media. 3. Use company sales forecasts by geographic areas for media choice.
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MODULE -5:
INTEGRATED BRAND PROMOTION
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TRADITIONAL SUPPORT MEDIA Traditional media are : advertising, personal selling, sales & trade promotions.. These media alongwith direct marketing and public relations form Integrated Brand Promotion. In B2B marketing, traditional medium (like advertising) supports other promotional activities (e.g. personal selling, trade shows) In consumer marketing, advertising is primary media. Other promotional tools support advertising.
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EVENT SPONSORSHIP (ES) Event sponsorship occurs when company supports an event. (Examples?) Event marketing is similar to sponsorship marketing. Events include sports, musical concerts, entrainment tours,etc. Benefits of event sponsorship? Building company image Developing customer relationship Boosting employee morale
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SALES PROMOTION & POP ADVERTISING Definitions of sales promotion are many. Why? Kotler : Sales Promotion includes diverse incentive tools, short term, to stimulate quicker / greater purchase of products / services by consumers / trade. Strang: Sales promotions are short term incentives to encourage purchase / sale of a product / service. Sales Promotion offers an incentive to buy.
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SALES PROMOTION DIRECTED AT CONSUMERS It is called consumer sales promotions / consumer promotions. It done by manufacturers / retailers. Major objective: to stimulate consumers to buy, by using pull strategy. Other objectives: Encourage prospects to try a product Increase consumption of established brand Retain consumers & build brand equity.
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Coupons
Price-offs / Price discounts / Price deals
Premiums
Prizes (contests & Sweepstakes)
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CONSUMER SALES PROMOTION Samples / sampling Encourage consumers to try new products. Normally, they are provided free of charge. Distributed thru sales force, retailers, direct mail, ad offer, or attached to another product. Coupons Price reduction offers to consumers Used by manufacturers & retailers. Distributed by direct mail, attached to / enclosed in other products, or inserted in newspaper / magazine ads.
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CONSUMER SALES PROMOTION (CONTINUED) Price Discounts / Price offs / Price Deals. Temporary reduction in price. Can be physically marked on products. Benefits: stimulate sales, Counter competition Premiums Are gifts, prizes, special offers. Major types: Free-in-the-mail: gifts against proof of purchase In / on package : gifts attached or in the package. Store / manufacturer : gifts given by retailer / manufacturer after purchase. Self liquidating: specified amount covers cost of premium.
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CONSUMER SALES PROMOTION (CONTINUED) Prizes (contests & sweepstakes) Major factor: Prizes should be desirable for participation. Contests: Require activity from participants. Sweepstakes: Based on luck / chance factor. Benefits: increase in awareness, image, customer traffic. Company provides prizes, entry forms, ads, display material, and legal statements (if required)
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CONSUMER SALES PROMOTION (CONTINUED) Refund & Rebates Refund is cash return, after purchase & proof of purchase, on soft goods (clothing, food items). Rebate is same thing on hard goods / major value items. Benefits: Increases buying excitements; Retailers like it. Frequency Programme. It is a incentive plan for repeat buying. (Examples?) Objectives / Benefits : Develop customer loyalty. Match / preempt competition
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SALES PROMOTIONS DIRECTED TOWARDS TRADE CHANNEL Called Trade Promotions, it is directed at resellers (wholesalers, distributors, dealers, retailers) Push strategy of manufacturers. Higher expenditure on trade promotions (47%), than consumer promotions (28%), because: Resellers resistance / demand. Competitive pressures. Sales managers views.
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Purpose : Offer financial incentives to motivate channel members to buy. Types of trade allowances: Off invoice / off list: Discount / rebate on price list / invoice on each case purchased in a time period. Drop ship : Paid to retailers to bypass wholesalers / distributors for preplanned orders. Slotting fees: Paid to retailers to stock a new product. Exit fees: Paid to retailers for removing existing size (SKU) from inventory, in place of a new size.
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TRADE PROMOTIONS (CONTINUED) 2) Free Goods Offered extra cases free to resellers for buying specific quantity or carrying a particular size / flavour. 3) Display / Merchandise Allowance Given to retailers for arranging special product display & for merchandising efforts. 4) Advertising / Cooperative Advertising Allowance Given to retailers / dealers for advertising manufacturers products in a local media (often 5050% basis)
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5) Point-of-Purchase (POP) Advertising A special type of display that advertise products in retail store where products are available for purchase. POP materials: Stickers, banners, posters, signs, streamers. Purposes: getting customers attention; Promoting incentives; Reinforcing message; Boosting sales. 70% brand choices (for all products) made in store Disadvantage: Waste when not used. (why not used?) For effective POP: Consult retailers, integrate messages, make it attractive.
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TRENDS IN POP DISPLAY Integrate with company web site. Change message daily / weekly. Monitor results with cash register data. Difference between POP & POS? 6) Sales contest / Trade contest Purpose: To increase sales over specific period. Held at various levels. Effective when held for a region / state. Prizes (spiff money) given to successful participants.
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SALES PROMOTION DIRECTED TOWARDS BUSINESS MARKETS Major Sales Promotion tools for Business Markets Trade shows / Exhibitions. Sales contests. Specialty advertising / promotional novelties / Gifts. Seminars Catalogues Promotional letters Demonstration
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TRADE SHOWS / EXHIBITIONS Mostly for industrial products in B2B markets Industrial associations organise Members / suppliers buy space, display, demonstrate their products. Major benefits: Generate orders & sales leads Customer contacts & relationship Introduce new products / services Disadvantages: High costs and hence select few trade shows. Competitors know new products.
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SPECIALTY ADVERTISING / PROMOTIONAL NOVELTIES / GIFTS Low cost gifts are given to customers. Objective: Strengthen business relationships. Should be unique; convey name / logo subtle way. Catalogs Give information about products / services. Sales people establish contacts with technical people. Two types : General, Specific. Distribute through direct mail, trade shows, sales people.
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SEMINARS Convey technical / educational information. Audio visual presentation by technical experts. Benefits: Influence key buying centre members Build relationships. Promotional Letters Sent to business customers with catalogs by direct mail / e-mail. Objectives: Create awareness, favourable impression. Demonstration Useful for salespeople for presentations. For prospective customers at factory, trade show, another customers premises.
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DIRECT MARKETING (DM) What is Direct Marketing? It uses customer direct channels to reach & deliver goods / services to customers without marketing middlemen. Media Applications / Channels of DM: Direct mail Catalogs Telemarketing E-marketing / Internet Kiosks Direct response media / Mass media.
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BENEFITS OF DM Benefits to customers Home shopping convenient, hassle free, fun. Saves time, comparison, orders for others also. Benefits to marketers Builds relationships with customers Customised (Individualised) message Less visible to competitors More profitable (How?) Enhance brand / company loyalty.
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DIRECT MAIL / MAIL Sending offers, announcements, reminders by letters, coupons, CDs, etc. Types:(A) Paper-based: By postal service, courier, fax. (B) Electronic: E-mail (C) Telephone: Voice-mail, cell phones Stages passed through by direct-mail. Mass mailing of standard messages, low response. Database marketing: Digital direct-to-press, higher response rate. Interactive marketing Lifetime value marketing
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DIRECT MAIL (CONTINUED) Advantages Enough space for complete sales message. Customised communication with database. Reach audience inaccessible to other media. Disadvantages Negative (junk-mail) perception. Low response rate. Mailing lists need continuous updation.
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CATALOGS / CATALOG MARKETING Category of catalogs: Multipage & full-line; Specialty; Business Forms: Print, online, CDs, Videos Advantages of online catalogs Access to global customers Large savings in printing & mailing costs. Complete information, high-quality design. Disadvantages Viewed as junk mail High cost, low response rate Need continuous updation of database.
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TELEMARKETING Use of telephone & call centres to attract prospects, to sell merchandise, provide service, answer questions. Two types: Inbound & outbound Key points: Message simple enough for delivery on phone Short & compelling message to continue listening Advantages Reduces prospecting & selling costs. Increases sales revenue; improves customers satisfaction. Disadvantages Restriction from do-not-call list Many consumers resent calls from firms
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E-MARKETING / INTERNET Functions of Internet: Communication channel Distribution channel Transaction channel Information channel Used as a library, newspaper, TV set, shopping mall. Advantages: Provides greater interaction & individualisation Makes one-to-one marketing possible Disadvantages: Generates spams & spoofing Permission marketing approach to minimise spams
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KIOSK It is Special structure, with selling / information unit. (Examples?) Often located at high-traffic places. DIRECT RESPONSE MEDIA / MASS MEDIA Mass media used for direct marketing: TV, Radio, Magazines, Newspapers. Ads in mass media should carry toll-free numbers, web sites. Consumers can ask more information / book orders. Newspapers, magazines can target specific audience.
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PUBLIC RELATIONS (PR) It includes many programmes designed to promote / protect company image. PR Department A company unit, managing relations with internal & external stakeholders. Functions performed: Advising, Lobbying, Press relations, Corporate communications, Monitoring stakeholders. Marketing public Relations (MPR), new name for publicity, performs many tasks. Tools used by MPR : Publications, Events, Sponsorships, Public Service activities, News.
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CORPORATE ADVERTISING (CA) CA is extension of PR functions. Objectives of CA Enhance company image (Corporate image ads) Create & maintain corporate identity (Corporate identity ads). Express company views on issues (Advocacy Advertising) Associate company with national / social causes Counter negative image / attitude towards the company. (Examples?)