Advertising
Download as PPTX, PDF
2 likes2,612 views
The document presents information on advertising from Arsalan Ahmed. It discusses the 5 Ms of advertising: mission, money, message, media, and measurement. It defines advertising and explains the major advertising decisions, including setting objectives, budget, strategy, and evaluating campaigns. Objectives can be informative, persuasive, comparative, or reminder. Budget factors include product lifecycle, market share, competition, and differentiation. Developing strategy involves creating messages and selecting media based on reach, frequency, and impact. Media types include newspapers, television, radio, magazines, internet, and mobile. Campaigns are evaluated on message communication and market coverage.
Advertising
- 3. WHAT IS ADVERTISING Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is termed as advertising .
- 4. 5 M,S OF ADVERTISING
- 5. Mission Money Message Media Measurement
- 6. MISSION What are the objectives of Advertising? Objective Setting, Communication Objectives, Sales object.
- 7. MONEY Budget Decisions, Affordable, Meet objects, % of sales.
- 8. MESSAGE Message Decision, Message Generation, Evaluation and Selection, Message execution.
- 9. MEDIA Media Decision, Reach, Frequesncy, Impact, Media Types.
- 10. MEASUREMENT Advertise evaluation, Communication Impact, Sales Impact.
- 11. MAJOR ADVERTISING DECISION: Setting advertising objectives Setting advertising budget Developing advertising strategy Evaluating advertising campaign
- 12. a. Setting Advertising Objectives
- 13. 1). INFORMATIVE ADVERTISING which is used to inform consumers about a new product or feature or to build primary demand.
- 14. 2). PERSUASIVE ADVERTISING which is used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.
- 15. 3). COMPARISON ADVERTISING which is advertising that compares one brand directly or indirectly to one or more other brands.
- 16. 4). REMINDER ADVERTISING which is used to keep consumers thinking about a product. This form of advertising is more important for mature products.
- 17. b. Setting the Advertising Budget
- 18. SOME SPECIFIC FACTORS THAT SHOULD BE CONSIDERED WHEN SETTING THE ADVERTISING BUDGET ARE: 1). Stage in the product life cycle. (New products typically need large advertising budgets)
- 19. 2). Market share. (High-market share brands usually need more advertising)
- 20. 3). Competition and clutter. ( More advertising is usually required in a market with many more competitors and their advertising clutter)
- 21. 4). Product differentiation. (When a brand closely resembles other brands in its product class, more advertising (and therefore budget) is needed)
- 22. C. DEVELOPING ADVERTISING STRATEGY
- 23. a) Creating advertising messages b) Selecting advertising media..
- 24. A) CREATING ADVERTISING MESSAGES 1 Message Strategy 2 Message Execution
- 25. I. MESSAGE STRATEGY The first step in creating effective advertising messages is to decide what general message will be communicated to consumersto plan a message strategy. The purpose of advertising is to get consumers to think about or react to the product .
- 26. II. MESSAGE EXECUTION The advertiser now has to turn the big idea into an actual ad execution that will capture the target market's attention and interest. The creative people must find the best style, tone, words, and format for executing the message
- 27. . ANY MESSAGE CAN BE PRESENTED IN DIFFERENT EXECUTION STYLES
- 29. This style shows one or more "typical" people using the product in a normal setting. Slice of life
- 30. This style shows how a product fits in with a particular lifestyle lifeStyle
- 31. This style creates a fantasy around the product or its use. fantaSy:
- 32. This style builds a mood or image around the product, such as beauty, love, or serenity. No claim is made about the product except through suggestion Mood or image
- 33. This style shows one or more people or cartoon characters singing about the product Musical
- 34. This style shows the company's expertise in making the product. Technical expertise:
- 35. This style presents survey or scientific evidence that the brand is better or better liked than one or more other brands. Scientific evidence
- 36. This style features a highly believable or likable source endorsing the product. Testimonial evidence or endorsement
- 37. B) SELECTING ADVERTISING MEDIA. 1 Deciding on Reach, Frequency, and Impact 2 Choosing Among Major Media Types
- 38. I. DECIDING ON REACH, FREQUENCY, AND IMPACT Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Frequency is the measure of how many time the average person in the target market. Impact(before and after advertidement)
- 39. II. CHOOSING AMONG MAJOR MEDIA TYPES The media planner has to know the reach, frequency, and impact of each of the major media types
- 40. NEWSPAPERS,
- 41. TELEVISION
- 42. RADIO
- 43. MAGAZINES
- 44. INTERNET
- 45. MOBILE
- 47. It is the last step in major decision of advertising. In this stage evaluate the message of advertising. How much people get attention on the message of advertising. Its market covering capacity, style, tone, words and format etc are evaluated in this stage.
- 48. THANKS
- 49. ANY QUESTION