Presentation
on
Advertising
Management
Promotion Mix:
Also called Marketing Communication Mix.
“Promotion mix is a specific blend of Advertising,
Sales Promotion, Public Relations, Personal
Selling and Direct Marketing tools that the
company uses to pursue its advertising and
marketing Objectives.”
Promotion Mix
Advertising
Sales Promotion
Personal Selling
Public Relation
Direct Marketing
What is Advertising:
“Advertising is any paid form of non-personal
presentation and promotion of ideas, goods
and services by an identified sponsor.”
Basic Functions Of Advertising:
Advertising performs 3 basic functions:
1. Inform Function
2. Persuasive Function
3. Reminder Function
Advertising Planning Framework:
MESSAGE DECISION:
•Message
strategy
OBJECTIVE SETTING: BUDGET DECISION: •Message
execution CAMPAIGN
•Affordable
EVALUATION
•Communication Approach
Objective •Percent of sales •Communication
•Sales Objective •Competitive parity impact
•Objective & task •Sales impact
MEDIA DECISION:
Reach ,frequency,
impact, timing,
media vehicles or
types
Step:1: Setting advertising objective
The advertising objectives must be stated clearly in a precise and
measurable terms. The objectives stated clearly and precisely
enable the advertiser to measure the extent upto which the
objectives have been met or achieved. The advertising
objectives can be “sales oriented” or “communication
oriented”. Although the long term objective of each ad is to
have an increase in sales, all ad campaigns are not designed
with this specific objective. Some ad campaigns may focus on
increasing the awareness about the product or service,
changing the attitude, informing the new product etc.
Step:2: Setting the advertising budget
Methods:
Affordable approach
Percentage of sales method
Competitive parity method
Objective & task method
Step:3: Creating advertising message
Just to gain and hold attention, advertising messages must be
better planned, more imaginative, more entertaining and
more rewarding to consumers.
“creativity plays an important role in developing effective
message.”
A creative strategy focus on what the advertising message
says or communicate and guides the development of all
messages used in the advertising campaign.
Advertising Appeal:
The advertising appeal refers to the basis or approach
used in the advertisement to attract the attention or
interest of consumer and to influence their feelings
towards the product, service or cause.
Advertising appeals can be broken down into 3:
Informational appeal
Emotional appeal
Moral appeal
Step:4: Media planning:
A media planner needs to answer the following
question:
What audiences do we want to reach?
When & how to reach them?
Where to reach them?
How many people should be reached?
How often do we need to reach them?
What will it cost to reach them.
Types of Media Vehicles:
Print media: Newspaper, magazines, pamphlets,
visiting cards, yellow pages etc.
Broadcast media: Radio, T.V, Cinema.
Out door Advertising: Bill boards, hot air
balloons, wall writings, hoardings etc.
Transit advertising: buses, loud speakers
Specialty advertising: T-shirts, caps, cups etc.
Internet
Step:5:Evaluating the effectiveness of advertisements:
The advertising program should evaluate both the
communication effect and the sales effect of advertising
regularly.
Measuring the communication effects of an advertisement-
copy testing- tells whether the ad is communicating well.
The sales effect of advertising are often harder to measure
than the communication effect because sales are effected
by many factors besides advertising- such as product
features, price and availability.
5 M’s of advertising:
MONEY
MISSION MESSAGE
5 M’s
MEASURE
MENT
MEDIA
Advertising Agency:
The American Association of Advertising Agency (AAAA)
defines an advertising agency as “ an independent
organization of creative people and business people who
specialize in developing and preparing advertising plans,
advertisements and other promotional tools.”
Types of Advertising Agencies:
• Full service agency:
Full service agencies are geared to provide complete
range of services to its clients, which includes services
such as strategic planning, creative development,
production, media planning, media buying and other
related services.
In India, HTA, Clarion, Lintas are some of the Full Service
agencies.
Types of Advertising Agency (conti…):
2. Limited service agency:
They concentrate on creative aspect of advertising. They
are well appreciated and used by clients looking for high
quality creative work while depending on other sources
for media planning and execution of the campaign. They
are also known as creative boutiques or creative
shops.
3. House agency:
The house agency is an advertising agency established
by a company to look after its advertising requirements.
eg. Mudra Communication pvt ltd,- owned by reliance.
India’s 10 leading advertisers by media spend:
Hindustan Lever($376 m)
Paras Pharmaceuticals ($120 m)
Procter & Gamble ($114 m)
Coca-Cola company ($95 m)
Godrej industries ($80m)
Colgate-palmolive ($67 m)
Pepsico ($62 m)
Nirma chemicals ($52 m)
Nestle ($50 m)
Dabur India ($49 m)
India’s 10 leading advertising/PR companies of India:
Ogilvy & mather
J walter Thompson India
Mudra Communivation Pvt Ltd
FCB Ulka advertising Ltd.
Rediffusion- DY&R
Erickson India Ltd.
RK Swamy/BBDO advertising Ltd.
Grey worldwide(I) Pvt. Ltd.
LEO Burnett India Pvt Ltd.
Contract advertising India Ltd.
Conclusion
(Key to good advertising)
The most important step lies in deciding what your
advertising should say and to whom it should say
it. All you need to do is to decide who buys and
uses your products and why. In order to spend
your media dollars wisely, you must know what
they read or watch so that they will see your ads.
Thank you
ALL !!!
