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Presentation Transcript

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Best advertising is done by Satisfied customers

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Advertising is any Paid form of non personal presentation & promotion of ideas, goods /services by an identified sponsor What is it?

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Stage in plc Market Share Competition Advertising frq. Product Substitutability message Generation Selection Execution Social Resp. review media RFI Types Vehicles Timing Geographical Allocation measurement Communication Impact Sales impact Money mission Sales goal Advertising obj. advertising

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INFORMATIVE PERSUASIVE REMINDER Advertising Objectives Reinforcement

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Advertising Objectives Advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time

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Advertising Objectives Informative Advertising Aims to create brand awareness and Knowledge of new products or new Features of existing features

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Advertising Objectives Persuasive Advertising Aims to create liking, preference, conviction and purchase of a product or service

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Advertising Objectives Reminder Advertising Aims to stimulate repeat purchase of Products and services-

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Advertising Objectives Reinforcement Advertising Aims to convince current purchasers that they have made the right choice- cars

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sales Factors Influencing Sales Advertising Price Distribution Packing Competition Consumers Product Services

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Advertising Budget

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Factors affecting advertising budget 1 Stages in Product Life Cycle 2 Market Share and Consumer Base 3 Competition & Clutter 4 Advertising Frequency 5 Product Substitutability

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Advertising Message GENERATION & EVALUATION Core selling propositions Add appeal Creative brief Positioning statement

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Advertising Message EXECUTION Television Ads Print Ads Radio Ads Films Ads

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Advertising Message SOCIAL RESP.REVIEW Alcoholic Beverages Cigarettes Surrogate advertising Pharmaceutical products Magical Cure

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Desirability Last year more than 3 lakh people did not reach home-NIA COOL GREY CLASSICS…… .Raymonds

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Headlines--- 6 basics News ..3 lakh Indians died in road accidents… NIA Ques.. who says you cant please everyone….. godrej Narrative .Dove is mild and there is scientific paper to prove it.. Dove Command.. Don’t spoil your engines… Castrol 1.2.3.ways to save your income tax.. Post Office How.what..why they cant stop buying… discount ad

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Media Selection Reach Frequency Impact

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Media Media Selection Finding the most effective media to deliver the desired number of exposures to the target audience

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Media Media Reach The number of different persons or households exposed to a particular media schedule at least once during a specified time period

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Media Media Frequency The number of times within the specified time Period that an average person or household is exposed to the message

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Media Media Impact The qualitative value of an exposure through a given medium

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Media Total Number of Exposures (E) This is the reach times the average frequency E= Rx E

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Media Weighted number of Exposures This is the reach times average frequency times Average impact WE= Rx F x I

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Choosing among Major Media Types Target Audience media Habits Product Characteristics Message Characteristics Cost

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Alternative Advertising Options Place Advertising Bill Boards Public Spaces Product Placement Point Of Purchase

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Selecting Specific Media Vehicles Circulation Audience Effective Audience Effective ad Exposed Audience

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Evaluating Advertising Effectiveness Communication Effect Research Sales Effect Research

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Evaluating Advertising Effectiveness Communication Effect Research Called copy testing seeks to determine whether the ad is communicating effectively. This may be done before ad is put into media and after it is printed or broadcast.

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Evaluating Advertising Effectiveness Communication Effect Research 3 methods of pre testing Consumer feedback Method Portfolio Test Laboratory Test

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Evaluating Advertising Effectiveness Consumer feedback Method Questions like this are asked to consumers 1 What is the main message you got from the ad? 2 What do you think they want you to know, believe or do? 3 How likely is it that this ad will influence you to undertake the action ? 4 What works well in the ad and what works poorly? 5 How does the ad make you feel? 6 Where is the best place to reach you with this message?

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Evaluating Advertising Effectiveness Portfolio Test Ask consumers to view or listen to the portfolio of advertisement Consumers are then asked to recall all the ads and contents, Understandability, message…….

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Evaluating Advertising Effectiveness Laboratory Tests After the ad equipments are used to measure Heartbeat Blood Pressure Pupil dilation Galvanic skin response perspiration

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Evaluating Advertising Effectiveness Sales Effect Research Studying share of advertising expenditure produce Share of voice that earns share of consumers minds and hearts and ultimately share of market

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Share of expenditure Share of voice Share of Mind & heart Share Of Market

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Nourished Hair, Better Colored Not a Single Grey ……Garnier

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The Diva of Tableware is Here Laopala

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Drop Your Dry Skin Fa

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Experience the freshness of New Clothes. Wash after wash Samsung

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Mesmerize the world Nakshatra

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Much more than juice active

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As exciting under the bonnet too swift

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Unstoppable-just like your dreams …………citizen

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