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    Overview of Advertising Management

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    sawmya
    The document provides an overview of advertising management. It discusses what advertising is, its basic functions which include informing, persuading, reminding, adding value, and assisting other company efforts. It also outlines the advertising process and key parties involved, implications for objective setting, and factors to consider when defining advertising objectives such as target audience, key messages, timing, frequency and medium.

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    Overview of Advertising Management

    Uploaded by

    sawmya
    27 views21 pages
    The document provides an overview of advertising management. It discusses what advertising is, its basic functions which include informing, persuading, reminding, adding value, and assisting other company efforts. It also outlines the advertising process and key parties involved, implications for objective setting, and factors to consider when defining advertising objectives such as target audience, key messages, timing, frequency and medium.

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    Advertising Management 1

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    The document provides an overview of advertising management. It discusses what advertising is, its basic functions which include informing, persuading, reminding, adding value, and assisting other company efforts. It also outlines the advertising process and key parties involved, implications for objective setting, and factors to consider when defining advertising objectives such as target audience, key messages, timing, frequency and medium.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    27 views21 pages

    Overview of Advertising Management

    Uploaded by

    sawmya
    The document provides an overview of advertising management. It discusses what advertising is, its basic functions which include informing, persuading, reminding, adding value, and assisting other company efforts. It also outlines the advertising process and key parties involved, implications for objective setting, and factors to consider when defining advertising objectives such as target audience, key messages, timing, frequency and medium.

    Copyright:

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    Overview of Advertising Management

    What is ADVERTISING?

    “Advertising is the non-personal communication of


    marketing related information to a target audience,
    usually paid for by the advertiser, and delivered
    through mass media in order to reach the specific
    objective of the sponsor.” - John J Burnett
    Overview of Advertising Management

    In general, advertising is valued because it is


    recognized as performing a variety of critical
    communications functions for the business firms &
    other organizations.
    Its basic functions are as follows:
    a) informing
    b) persuading
    c) reminding
    d) adding value
    e) assisting other company efforts
    Overview of Advertising Management

    Informing:-
     makes consumers aware of new brands
    educates consumers about brand features & benefits
    it is capable of reaching mass audience at a relatively
    low cost
    it helps to increase consumers’ top of mind awareness
    (TOMA) for established brands in mature product
    categories
    it teaches new uses of existing brands
    Overview of Advertising Management

     Persuading:-
    Effective advertising persuades customers to try
    advertised products & services.
    Sometimes the persuasion takes the form of
    influencing primary demand-that is, creating
    demand for an entire product category.
    More frequently, advertising attempts to build
    secondary demand, the demand for a specific
    company’s brand.
    Example- Gillette’s Mach3 AD in 1998.
    Overview of Advertising Management

    Reminding:- (contd..)
    Advertising keeps a company’s brand fresh in the
    consumer’s memory.
    Effective advertising also increases the consumer’s
    interest in a mature brand & thus the likelihood of
    purchasing a brand that otherwise might not be
    chosen.
    It furthermore, has been demonstrated to influence
    brand switching by reminding consumers who have
    not recently purchased an available brand.
    Overview of Advertising Management

    Adding Value:-
    There are 3 basic ways by which companies can add
    value to their offerings
    1.Innovating
    2.Improving quality
    3.Altering consumer perceptions
    These 3 value-added components are completely
    interdependent
    Innovation without quality is mere novelty.
    Overview of Advertising Management

    Adding Value:- (contd..)


    Consumer perception without quality and/or
    innovation is mere puffery.
    Both innovation & quality, if not translated into
    consumer perceptions, are like the sound of the
    proverbial tree falling in the empty forest.
    Effective advertising causes brands to be viewed as
    more elegant, more stylish, more prestigious, &
    perhaps superior to competitive offerings.
    P&G considers it “an investment in the brand-equity
    bank”.
    Overview of Advertising Management

    Assisting other Company Efforts:-


    Advertising can be used as a vehicle for delivering
    sales promotions such as coupons & sweepstakes &
    attracting attention to these sales promotion tools.
    Another crucial role of advertising is to assist sales
    representatives.
    Advertising pre-sells a company’s products &
    provides salespeople with valuable introductions
    prior to their personal contact with prospective
    customers.
    Overview of Advertising Management

    Assisting other Company Efforts:- (contd..)


    Sales effort, time, and costs are reduced because less
    time is required to inform prospects about product
    features and benefits.
    Advertising legitimizes or makes more credible the
    sales representative’s claims.
    Additionally, consumers can identify product
    packages in the store & recognize the value of a
    product more easily after seeing it advertised on
    television or in a magazine.
    It can augment the effectiveness of price deals.
    Overview of Advertising Management

    Advertising Process
    4 major groups are involved in the total advertising
    process:

    1. companies & other organizations that advertise


    2. advertising agencies-that are responsible for
    creating & placing ads for their clients.
    3. advertising production companies
    4. advertising media
    Overview of Advertising Management

    Advertising is the most visible marketing tool which


    seeks to transmit an effective message from the
    marketer to a group of individual.
    Though marketers use advertising, basically it is a
    communication process. Here the advertiser is the
    source who transmits the message which passes
    through an appropriate medium like print, television
    or radio. The message is decoded meaningfully.
    The message must accomplish 3 tasks in order to be
    effective.
    Overview of Advertising Management

     a) it must gain the attention of the receiver


     b) it must be understood
     c) it must stimulate the needs of the receiver and
    suggest appropriate method to satisfy these needs.

    The advertiser puts the message through efficient


    media that reach the audience.
    Sometime noise (includes poor message planning,
    busy audience members etc) may distort the
    effectiveness of communication.
    Overview of Advertising Management

    The marketing communication mix (also called


    promotion mix) consists of 4 major tools.

    Advertising: any paid form of non-personal


    communication of ideas, goods and services by an
    identified sponsor.
    Publicity: non personal stimulation of demand for a
    product/service/ Organization as a whole by putting
    significant news in media to create favorable image.
    Overview of Advertising Management

    Personal Selling: for making sales, a salesman


    interacts orally with the buyer or buyers in the form
    of a sales presentation.
    Public Relation: marketers engage in public relation
    to develop a favorable image of their organizations in
    the eyes of public-------public at large, customers,
    suppliers government, media, competitors,
    shareholders, employees and the society.
    Sales promotion is a short-term approach, a direct
    approach and expects an immediate response in
    terms of sales.
    Overview of Advertising Management

    The Process of Marketing Communication:

    Encoding AD MEDIA Decoding


    Sales Person

    Advertising
    Publicity Target Audience
    Personal Selling Interpretation

    Receiver
    Feedback
    Marketing
    Manager Consumer
    Marketing Research
    Sender or source
    Overview of Advertising Management

    What are the implications for Objective Setting?


    Advertising is undertaken to accomplish goals such
    as:-

    A) making consumer aware of a new brand


    B) influencing their expectations about a brand’s
    attributes and benefits
    C) encouraging them to try the brand
    Overview of Advertising Management

    The first goal, awareness, is essential for new or un


    established brands. Unless consumers are aware of a
    brand, that brand cannot be a member of their
    consideration set of viable purchase alternatives.
    Advertising must also instill in consumers
    expectations about brand performance, which, if
    verified by the outcomes of brand-usage experience,
    will evolve into specific beliefs.
    Much advertising is designed to encourage
    consumers to undertake a trial purchase, oftentimes
    by encouraging brand switching.
    Overview of Advertising Management

    Advertising objectives are an expression of


    management consensus.
    Objective setting guides the budgeting, message, and
    media aspects of a brand’s advertising strategy.
    Objectives determine how much money should be
    spent and provide guidelines for the kinds of message
    strategy and media choice needed to accomplish a
    brand’s marketing communications objectives.
    AD objectives provide standards against which results
    can be measured.
    Overview of Advertising Management

    Several categories of AD objectives guide advertising


    strategy. These categories can be framed in terms of
    the following questions:

    WHO?
    WHAT?
    WHERE?
    WHEN?
    HOW Often?
    Overview of Advertising Management

    Who:- specify the target mkt. & its defining features- that
    is, its demographics, psychographics, geo-demographics
    etc.
    What:- involves 2 sets of considerations. 1) what
    emphasis? And 2) what goals?
    Emphasis issue relates to the features & benefits to be
    emphasized and the emotions to be evoked.
    AD may be designed to accomplish several goals, like
    Awareness amongst target mkt., facilitate consumers
    understanding, influence purchase intentions, invite
    product trial, encourage repeat purchase behavior.
    Overview of Advertising Management

    Where? When? How Often?

    Which geographic markets need to be emphasized,


    what months or seasons are best, and how often
    should the brand be advertised are additional issues
    that need to be addressed.
    Advertising practitioners should look at advertising
    from the customer’s perspective.
    A frame work called the “hierarchy of effects” is
    appropriate for accomplishing this understanding.

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