advertisement management

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about the advt. management

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Presentation Transcript

The Field of Advertising Management : 

The Field of Advertising Management

Slide 2: 

Market / Consumer Behavior Government Competition Ad Agency Media Research Agency Advertiser Control Inst. Facilitating Inst. Institutions Involved in the Field of Advertising

Slide 3: 

Research Suppliers Advertiser Ad agency Media Role of the Facilitating Institutions

Advertising Management : 

Advertising Management

Management is about : - Planning - Decision Making - Control : 

Management is about : - Planning - Decision Making - Control

Slide 6: 

Framework of Advertising Planning & Decision Making Situation Analysis Marketing Programme Integrated Mar. Com. Plan Advertising Plan Implementation

Slide 7: 

Process starts with an analysis of the Brand’s external & internal environment Situation Analysis (external and internal) Marketing Programme Market analysis Competitor analysis Brand Analysis- SWOT Advertising Plan Implementation

Slide 8: 

The Role of Advertising emerges from the Marketing Programme Situation Analysis Marketing Programme Determines the role of each elements of the marketing mix including Marketing Communications Indicates how all elements will be coordinated to support and synergise with each other IMC & Advertising plan Implementation

Slide 9: 

The Advertising Plan Includes… Situation Analysis Marketing Programme IMC & Advertising Plan Setting Objectives - (Segmentation-positioning) Media – strategy & tactics Message – strategy & tactics Implementation Implementation and Coordination (synergy with other IMC tools)

Slide 10: 

Framework of Advertising & Decision Making Situation Analysis Marketing Programme IMC /Advertising Plan Implementation Facilitating Agencies Social, legal & other constraints

The Role of Advertising…. : 

The Role of Advertising…. The role the Advertising plan can only be in the context of the Marketing Plan The Advertising Plan must support and synergise with: the elements of the Marketing Mix and other elements of the Communication Mix Need to understand ‘How Advertising Works’ to appreciate the role it plays

How does Advertising work ? : 

How does Advertising work ? Advertising is ‘persuasive communication’

Slide 13: 

The Communication Process Message Source Receiver Destination Media WOM Perception Process Message

Slide 14: 

The Persuasion Process of Advertising is through a variety of advertising effects Awareness/familiarity Brand Benefit / Information Creating image / personality Associating feelings with Brand Linkage of Brand with peers/experts/group norms /culture Reminder / Brand trial inducement Brand Attitude Purchase Behavior The Persuasion Process of Advertising

Setting Advertising Objectives : 

Setting Advertising Objectives

These must be Operational Objectives : 

These must be Operational Objectives Meaningful Advertising Objectives Provide criteria for decision making Serve as a communication and coordination tool Provide criteria for evaluate performance Can ‘Sales’ be meaningful Objectives?

‘Sales’- A Meaningful Advertising Objective?? : 

‘Sales’- A Meaningful Advertising Objective?? Difficult to identify the impact of Advtg.on ‘Sales’ ‘Advtg. impact is felt over time Isolating ad impact from other elements of the marketing mix is difficult New customers Advertising Immediate Sales Future sales Change attitude / improve image

Developing Advertising Objectives Involves 3 considerations - : 

Developing Advertising Objectives Involves 3 considerations - Behavioral decisions (behavioral objectives) that Advertising must influence The Target Segment The decision making process that communication must precede to influence behavior

‘Sales Strategy’ the basis for Advertising Objectives : 

‘Sales Strategy’ the basis for Advertising Objectives Sales growth comes from - New customers buying Old customers staying loyal Old customers consuming more

Demand Generation - Offensive Strategy : 

Demand Generation - Offensive Strategy Market dynamics: - Sales grow because of new customers buying ‘Offensive Marketing Strategies’ Primary demand generation Secondary demand generation Those not the buying product Existing customers Those buying Other brands

Demand Generation - Defensive Strategy : 

Demand Generation - Defensive Strategy Market dynamics: Sale grow with old customers staying loyal ‘Defensive Marketing Strategy’ Recall the important brand features Reinforce use experience Consumer promotions

Demand Generation through Increased Consumption : 

Demand Generation through Increased Consumption Market dynamics: Sales grow with ‘Product form expansion’ More frequent usage / share of requirement (SOR) New use applications

Slide 23: 

Secondary Demand-New customers using other brands Primary Demand - Customers trying the category for the first time Existing customers Loyalty More consumption news uses and more usage Behavioral Responses that drive Purchase Marketing / Sales Strategies & Behavioral Objectives Trial Purchase Trial Purchase Loyalty Increased usage / SOR

The Influence of Advertising on Desired Behavior : 

The Influence of Advertising on Desired Behavior Advertising is not as effective in directly evoking desired action -‘Purchase’ Advertising causal intervening response desired behavioral response Sales Sales Promotions, DM & Retail Advertising should be used in conjunction with Advertising to drive sales

Slide 25: 

The Persuasion Process of Advertising is through a variety of effects Awareness/familiarity Brand Benefit Information Creating image / personality Associating feelings with Brand Linkage of Brand with peers/experts/group norms Reminder / Brand trial inducement Brand Attitude Purchase Behavior These Intervening Variables between Advertising & Action are more effective Operational Advertising Objectives than Sales

Slide 26: 

Advertising Objectives (the Intervening Response Variables that are persuasive in its context) are determined by the type of Sales Strategy and Behavioral Objectives

Slide 27: 

The Persuasion Process of Advertising is through a variety of effects Awareness / Familiarity Brand Benefit Information Creating image -personality / users Associating feelings with Brand use Linkage with peers / experts/group norms Reminder / Brand trial inducement Purchase These Intervening Variables have a causal relationship between Advertising & Sales Trial Purchase & Loyalty Trial Purchase & Increased usage Loyalty Loyalty Loyalty

Advertising Objectives Reflect the Target Segment : 

Advertising Objectives Reflect the Target Segment The segment and sub-segment can be defined by – Behavioral measures – non-users, other brand users, heavy / light / loyal users etc. Advertising response measures – unaware, not convinced of key benefit, diffused / sharp image, etc Lifestyle - attitude & opinions, interests Benefits sought Demographic, psychographics, geographic basis - more relevant for media decisions

‘Hierarchy of Effects’ Model - DAGMAR : 

‘Hierarchy of Effects’ Model - DAGMAR Unaware Aware Comprehension & image Attitude Action Cognitive Affective Behavioral DAGMAR Approach – A communication task to be accomplished amongst a defined audience, in a specified period of time

DAGMAR in Practice : 

DAGMAR in Practice Objectives in Black & White to ensure the sated goals contain the crucial aspects of DAGMAR A specific task indicated clearly – to be measurable A starting point set –Benchmark against which goal achievement can be measured A Target Segment specified precisely The Time Period for achieving the desired response indicated

DAGMAR in Practice : 

DAGMAR in Practice Challenges to DAGMAR Does not measure Sales Broad outline does not give enough details (which hierarchical level) Measurement is a problem System noise – other factors affecting goal Model may not hold good in every situation

Other Persuasion Models : 

Other Persuasion Models IADA Hierarchy Innovation of Effects Adoption Attention Awareness Knowledge Awareness Interest Desire Liking Preference Conviction Interest Evaluation Cognitive Stage Affective Stage Action Stage Action Purchase Trial Adoption

Segmentation and Positioning : 

Segmentation and Positioning

Segmentation is about deciding which consumers the Advertising should be targeted at : 

Segmentation is about deciding which consumers the Advertising should be targeted at

The Target Marketing Process : 

The Target Marketing Process Identify markets with unfulfilled needs Determining market segmentation Selecting market to target Positioning through marketing strategies

Five-Step Segmentation Process : 

Five-Step Segmentation Process 1. Finding ways to group consumers according to their needs. 2. Finding ways to group marketing actions, usually the products offered, available to the organization. 3. Developing a market/product grid to relate the market segments to the firm’s products and actions. 4. Selecting the product segments toward which the firm directs its marketing actions. 5. Taking marketing actions to reach target segments.

Bases for Segmentation : 

Bases for Segmentation Geographic Segmentation State - region - country - climate Demographic Segmentation Age, sex, income, education, occupation, social class Psychographic Segmentation AIOs, (Activities, Interests, Opinions) VALS (Values and Lifestyles) Personality traits Behavioristic Segmentation Usage, loyalties, use occasions Benefit Segmentation Types of specific needs or wants to be satisfied.

Segmentation Approaches : 

Segmentation Approaches A Priori basis : the market is segmented before any data on the market place is examined Age Income Usage Loyalty Geo-location Empirical Segmentation : created on the basis of differences in Attitude and benefits sought life-style - AIO culture

Approach Implementation : 

Approach Implementation Both are used together but in different order A priori segmentation starts with variables such as income etc and then examines attitudes and benefits Empirical segmentation starts with benefit segmentation and then see how these clusters are different in terms of demographics

Selecting a Target Market Segmentation Strategies : 

Selecting a Target Market Segmentation Strategies Determining how many segments to enter Undifferentiated Marketing – offering one product or service to the entire market Differentiated marketing – competing in a number of segments with separate marketing strategies for each Concentrated Marketing – focusing on one market segment

Determining Which Market Segments Offer the Most Potential : 

Determining Which Market Segments Offer the Most Potential Identify the group that is most likely to respond to the brand offering Determine sales potential of the segment Determine opportunities for growth of the market segment. Analyze the competition in the segment (segments not being served well by competition) Analyze the company’s ability to compete in the market segment Decide how to compete in the market segment

Segmentation Decision Check List : 

Segmentation Decision Check List Can the size of the market segment be measured? Is the market segment large and profitable enough to serve? (large and growing in size) Is the segment identified accessible? Can it be reached effectively and efficiently? Can effective marketing programs be developed to attract and serve the segment identified?

TM and Media Reach Approaches : 

TM and Media Reach Approaches Controlled Coverage – using niche media to reach only the desired segment e.g. trade magazines Customer Selection – using mass media to Reach is directed at mass audiences

Positioning : 

Positioning It gives the consumer a clear idea of what the Brand stands for

The Positioning Process : 

The Positioning Process

Positioning Strategy Development Process - Background Analysis : 

Positioning Strategy Development Process - Background Analysis 1. Identify the competitors 2. Assess perceptions of competitors 3. Determine their positions 4. Analyze consumer preferences 6. Monitor the position 5. Make the positioning decision

Product/Service and Brand Positioning : 

Product/Service and Brand Positioning BASIC QUESTIONS TO ASK 1. What position, (if any) do we currently hold in the mind of customers? 2. What position do we want to hold? 3. Whom do we have to compete against to establish this position? 4. Do we have the resources to occupy and hold the position? 5. Can we stay with one consistent positioning strategy? 6. Does our marketing and advertising match our positioning strategy?

Positioning Strategy Approaches : 

Positioning Strategy Approaches Product/Service or Brands can be positioned by single or multiple approaches: Product attributes or consumer benefit Price-quality Use or application Users Product class Cultural symbols Competitors

Positioning Decision – Check Points : 

Positioning Decision – Check Points Select and Evaluate the position An economic analysis Appeals to a large and growing segment Penetration possibilities – competitive edge to attack competition Don’t be what you are not Monitor the position

Positioning Decision -Imperatives : 

Positioning Decision -Imperatives Segmentation commitment Stick with the Advertising that works Consider using symbols

Positioning Strategy Execution : 

Positioning Strategy Execution A relative concept that must indicate the position of the brand vis-a-vis other brands - differentiation It determines the nature of the elements of the marketing mix Best communicated through Advertising

Product Decisions : 

Product Decisions A product is a bundle of benefits or values that satisfies the needs of consumers Product symbolism refers to what a product or brand means to customers Product quality, branding, packaging, and company name contribute to product image Branding: Brand name communicates attributes and meaning Advertising creates and maintains brand equity which results from the image and/or impression of a brand

The Value of Strong Corporate and /orBrand Identity : 

The Value of Strong Corporate and /orBrand Identity Strong corporate/brand equity: Creates more options for competing (particularly against lower-priced competitors) Can facilitate brand and line extensions Allows companies to sell products/services at a premium price and maintain larger profit margins Builds customer loyalty Makes it easier to withstand economic fluctuations and marketing crises Makes customer response more inelastic to price increases and elastic to price decreases

Packaging : 

Packaging Traditional functions of packaging: economy, protection, storage Packaging has become increasingly important because: self service emphasis of many stores buying decisions made at point-of-purchase often customers first exposure to product Packaging is a way to communicate to consumers

Pricing Decisions : 

Pricing Decisions Price must be consistent with perceptions of the product Higher prices communicate higher product quality Lower prices often reflect bargain or “value” perceptions A product positioned as high quality while carrying a lower price than competitors may confuse customers Price, advertising and distribution must be unified to create the position for the product or service.

Distribution Channel Decisions : 

Distribution Channel Decisions Channel decisions involve: Determining the type of channel system: Direct channels Indirect channels Selecting, managing and motivating marketing intermediaries such as Wholesalers Distributors Brokers Retailers

Push Versus Pull : 

Push Versus Pull Push Policy Pull Policy

"Push" Techniques : 

"Push" Techniques Point of sale displays, racks, stands Trade deals, special displays Dealer premiums, prizes, gifts Cooperative advertising deals Advertising materials, mats, inserts Push money or "spiffs" Collaterals, catalogs, manuals Trade shows, conventions, meetings

"Pull" Techniques : 

"Pull" Techniques Sampling, free trial Coupons Premiums or gifts Contests, sweepstakes Price-off deals Refunds/rebates Frequency/loyalty programs Point-of-purchase advertising

Marketing and Promotions Process Model : 

Marketing and Promotions Process Model Competitive analysis Target marketing Identifying markets Market segmentation Selecting a target market Positioning through marketing strategies Product decisions Pricing decisions Channel of distribution decisions Promotional decisions advertising direct marketing internet/ interactive marketing sales promotion publicity and public relations personal selling Resellers Ultimate customer Consumers Businesses Marketing Strategy and Analysis Target Marketing Process Marketing Planning Program Development Promotion to final buyer Target Market Purchase Promotion to trade

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