Our Indian market is very multi-cultural Advertising in India has to acknowledge the

international aspects in order to be successful

The Top 10 Advertisers in Canada

Rank Name Revenue (thousands of dollars)

1 2

General Motors of Canada Procter & Gamble

113 048.4 84 499.5

3
4 5 6 7 8 9 10

The Thomson Group

BCE John Labatt Ltd. Eatons of Canada Sears Canada Government of Canada The Molson Companies Chrysler Canada

70 159.3
53 972.9 50 036.0 47 135.9 46 582.1 43 928.7 42 873.6 41 171.5 1993 stats

 Every ad should have clearly defined

objectives

these objectives guide the people who

create the ads

Product Advertising
Nonpersonal selling of a particular good or service. - TV ads - billboards

- junk mail
Page 518

Institutional Advertising
Also called Advocacy advertising

See slide # 16

Pioneering Advertising, also called Informative

tries to develop primary demand Done in the early stage of the Product Life Cycle.

Competitive Advertising Direct Indirect

Competitive Advertising Direct

Tries to get you to take action now - buy the product now. Immediate Buying

Indirect
Tries to point out the advantages so if you think about this product later, you will buy their brand

Comparative Advertising
Advertising that makes direct comparisons with competitive brands.
Companies used to hesitate to do this, but now they do it freely.

Sometimes it can backfire and cause the viewer to NOT want to buy the product - if the comparison is too harsh eg. Political advertising that is too nasty

Comparative Advertising
Some countries do not allow Comparative Advertising.

Other countries allow it,,, but,, you have to prove any statements you make

Reminder Advertising
Done in the Maturity and Decline stage of the Product Life Cycle. You already know about the product - they want you to keep using it, even if new competitors come along.

These ads are usually soft-sell and try to be entertaining. Page 521

Relationship between Advertising and the Product Life Cycle

Competitive

Comparative

Pioneering

Institutional Advertising
Promoting a concept, idea, or philosophy, or the goodwill of an industry, company, or organization. This is closely related to the PR program of the company
Also called Advocacy advertising Page 521

Institutional Advertising
Used often by Japanese conglomerates that have many types of products
eg.

Hitachi SONY Mitsubishi Panasonic (Matsushita Electronics) Page 521

Retail Advertising
Retail advertising is the advertising done by stores that sell stuff directly to the consumers.

Co-operative Advertising
The sharing of advertising costs between the middlemen and retailer and the manufacturer. This means they will co-operate to display sales promotion material and share the costs of commercials and billboards etc.

Page 523 8th edition Page 444 9th edition

Before we talk about choosing the best way to advertise, we first have to discuss our Position

 Remember Chpt 3 Positioning involves developing a marketing

strategy aimed at a particular market segment - in order to achieve a desired position with respect to the competition, in the mind of the buyer. a product - re: its competitor

ie. That buyers will think a certain way about

Positioning
1. By attributes - shampoo (Pantene Pro V)

2. By price - Zellers lowest price is the law

3. By competitor- Snapple, Were #3

4. By application - Nutrigrain - until we get beamed

to work!

5. By product user - consumer,

goods

industry, govt

6. By product class - convenience, shopping, specialty

Media Selection
Newspapers

Magazines Television Radio Direct Mail Outdoor

? - in which category is the most money spent

Media Selection
Newspapers - largest share of advertising, 26%

Magazines - 12% Television - 2nd major category, 14% Radio - 7% Direct Mail Outdoor, billboards etc. - 6%

Advantages and Disadvantages of the Various Advertising Media

Media
Newspapers

Advantages
Flexibility Community prestige Intense coverage Reader control of exposure Co-ordination with national advertising Merchandising service Selectivity Quality reproduction Long life Prestige associated with some magazines Extra services Great impact Mass Coverage Repetition Flexibility Prestige

Disadvantages
Short lifespan Hasty reading Poor reproduction

Magazines

Lack of flexibility

Television

Temporary nature of message High cost High mortality rate for commercials Evidence of public distrust Lack of selectivity

Advantages and Disadvantages of the Various Advertising Media

Media Radio

Advantages Immediacy Low cost Practical audience selection Mobility Quick communication of simple ideas Repetition Ability to promote products available for sale nearby Selectivity Intense coverage Speed Flexibility of format Complete information Personalization

Disadvantages Fragmentation Temporary nature of message Little research information Brevity of the message Public concern over aesthetics

Outdoor Advertising

Direct Mail

High cost per person Dependence on quality of mailing list Consumer resistance

Page 528

To produce, then additional money to get air time

Page531

A I D A
A - Attention I - Interest D - Desire A - Action

Page531

 Call 1-800-. See our web site at

WWW.STUFF.COM

Assessing the Effectiveness of an Advertisement

Pretesting
The assessment of an advertisements effectiveness before it is actually used.

Post-testing
The assessment of advertising copy after is has been used.

Page 387

Advertising Agency
A marketing specialist firm that assists the advertiser in planning and preparing its advertisements. They have specialists who know all about the effect of different advertising methods and can help a company with their strategy.

Page 535

Celebrity Marketing

Having celebrities lend their name and influence to the promotion of a product.

Role Model Marketing

Marketing technique that associates a product with the positive perception of a type of individual or role. (ie. Naya water with healthy lifeguards) Sometimes used by companies who cannot afford to pay a celebrity.