Advertising A part of promotion mix

can be define as:

A paid form of

Non personal Communication

From an identified sponsor

Using mass media

To persuade or influence audience

With a unique message.

Area based Brand Burst Corporate Covert Comparative Challenging Direct Emotional Financial

Gorilla Interactive Manipulative Negative Puffery Product Retail Surrogate Spoof Unethical

Product-Related advertising:-

Informative advertising-This advertising figures heavily

in the Introduction stage of a product, where the primary objective is to build demand.

MOTOROLA Ads for pagers, explaining how to use them (providing information).

Persuasive advertising- Persuasive Advertising figures

heavily in the Growth Stage of Product Life Cycle, where the company’s objective is to build selective demand for a particular brand. Like- AKAI TV ads compared the brand with 6 competitor brands.

Reminder advertising- This advertising is highly

important in the mature stage of the product to keep the consumer thinking about the product.

-Fevicol campaigns act as a reminder form of advertising, bonding Fevicol with consumers as the strongest Adhesive

Trade Advertising- It can classified into two categories:-

Retail advertising-

Wholesale advertising-

Retail advertising- can define as covering all advertising by store that sell good direct to the consuming public. Example- In & Out promotional techniques of retail outlets.

Wholesale advertising- Wholesalers are, generally, not advertising minded, either for themselves or for their suppliers. They would benefit from adopting some of the image making techniques used by retailers.

Area based advertising:- There are three types of this advertising. They are as follows-

National advertising- This type of advertising is to

encourages the consumer to buy their product wherever they sold. Advertising that is done in one nation only. Dabur Ads or Nirma Ads

Global Advertising: Advertising that is carried on for a company or a product globally. Like- I’m loving it was a global ad released by McDonalds

Local advertising-Advertising that is carried out in a particular region or market. Like-BRU and AMRUTANJAN selected campaign directed towards consumers in South India.

Manipulative advertising:- "limits free and informed

action."It is sort of like convincing customers to purchase something, but it is based on incorrect or inconclusive information.

Surrogate advertising:- The advertisement comes with

the same music and punch line as the one for the popular liquor brand telecast before the ban on liquor advertisements.

Like- “aap, main or Bagpiper". This Bagpiper club soda advertisement, featuring cine celebrities, is similar to the earlier one for Bagpiper whisky.

Unethical advertising:- Unethical advertising is when you promise something you cannot deliver.

For Example- In the fitness industry, you advertise that you guarantee a weight loss of 50 pounds per month with your program. You cannot possible deliver that to every person who comes into your gym.

Covert advertising:- Covert advertising is when a product

or brand is embedded in entertainment and media.

For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderson owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

Brand advertising: This advertising helps in the long-term

build up of a brand.

HLL’s ad’s for LUX ,LIRIL, REXONA.

Classified Advertising: This advertising gives information

dissemination about a sale.

MID-DAY NEWSPAPER or TOI classified section.

Promotional Advertising: This advertising informs an

announcement about a sale.

ADIDAS offering 50% DISCOUNT on sneakers.

Advocacy Advertising: This advertising is used to

publicize a particular cause. All the social ads fall into this category.

Drink, MORE MILK (TV ad by FCB ULKA for NDDB) & AIDS AWARENESS ADS by Govt.

Negative advertising:- emphasizes on negative attributes of the competitor’s product instead of focusing on positive attributes of own products.

exp.- Horlicks Vs. complain, Pepsi Vs Thumps up

Puffery advertising:- In these ads superlative degree is

used to create attraction.

Example- Gillette’s punch line. ”The Best a men can get.”

Financial advertising:- Ads taking only about finance

related things. Example- all insurance ads.

Gorilla advertising:- Guerrilla Advertising is an

unconventional way of performing promotional activities. Usually very funny or subtle, it’s a great way to promote a business with a low budget and generate buzz. But you’ll need lots of creativity. Example- guerilla ad

Emotional advertising:- Ads directly hit consumer’s

emotions. Example- Airtel’s ad of a little boy with toy phone.

Challenging advertising:- Ads directly or in directly

challenge other company, brand or product. Example- Boomer gumlairs, “éclairs ka baap” & luminous ad “No.1 here we come”.

Corporate advertising:-

Burst advertising:- Ads don’t have any above thing or

sense but creative ads. Example- Amul Macho “ ye to bada toing hai.”

Silence advertising:- a commercial with little or no

music will be most effective with an elderly audience. If someone is doing other things while watching T.V. and all of a sudden they notice there isn't any sound coming out of the television, their eyes will likely jump up to the television and it's probably at that moment the person will catch a glimpse of a company name, or a logo.

Spoof advertising:- When we promote our product on

opponent’s ad strategy.

Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.

Direct advertising:- Aqua sure For demo Call 1800………

Advertising, can be used to address several broad

objectives including: building product awareness, creating interest, providing information, stimulating demand and reinforcing the brand. To achieve one or more of these objectives, advertising is used to send a message containing information about some element of the marketer’s offerings.

For better understanding here we will discuss about some basic and broad objectives of advertising.

To inform: This type of advertising is heavily used in the pioneering stage of a product category, where the aim is to build primary demand.

Ujala commercial, where the ad talks about how different it is from the age old “neel” by talking about its solution contents and showing how different your clothes look when washed with Ujala.

To Persuade: when the product is in the competitive stage, where the company’s objective is to build selective demand for a particular brand.

Whirlpool ice magic positions itself as being a quick icemaker and was the first one of its kind to use this as a marketing platform.

To Remind: when the product is in the maturity stage. They

are intended to remind people to purchase your bran d.

Thumps up, Coke, Pepsi ads all these ads no more are shown to create awareness or persuasion because people are already aware of their presence and already have chosen the brand of their choice. These are just reminder ads to keep the brand or the company fresh in the minds of the consumers or have the brand top of mind.

To Reinforce: It seeks to ensure the buyers that they have

made the right choice by purchasing your brand.

Hamara Bajaj advertisements make the owner of the two wheelers of Bajaj proud of their possession by giving it a patriotic positioning

Launch of new product/service:- To inform consumers

about new product launching. exp- “Parle Lite barbone”.

Expansion of market to new users:- To inform about

company’s market expansion. Exp- “India got Talent”.

Announcement of product modification:- To inform

about product modification. Exp- “Bajaj Pulsar”.

Announcement of dealer’s location:- To inform about

place where the product is available. Exp- “Strapsil”. Now available in your nearest general store.

Announcement of special offers:- To inform about

latest/special offers. Exp- Dettol combo offer 9Rs off.

To educate the customers:- To tell about what are the

benefits from the product and how to use that. Exp- “Aircel’s Pocket internet”.

To create social responsibility:- To make customer

social. Exp- “Padhega India tabhi to Badhega India”.

The advertisers are therefore, concerned with their impact on consumer awareness and attitude. The communication effect on sales may be presented in the following figure:-

Communication Effect on Sales Awareness Attitude Trial Satisfaction Purchases or repurchase

Hierarchy-of-Effects Models

Purchase

Conviction

Preference

Liking

Knowledge/Comprehension

Awareness

An advertising agency:- is an independent

organization set up to render specialized services in advertising in particular and marketing in general. Advertising agencies started as space brokers for the handling of the advertisements placed in newspapers. Over the years, the function of the agencies has changed. Their main job today is not to aid media but to serve advertisers. Some agencies are-

Mudra communications Pvt. Ltd,

Ogilvy and Mather Limited,

JWT (Hindustan Thompson Associates Pvt. Ltd.),

FCB-Ulka advertising pvt.Ltd.,

Rediffusion DY&R Pvt. Ltd

Media Planners:- Once an advertisement is created, it must be

placed through an appropriate advertising media. Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best

deals.

Creative Team:-An agency’s creative team consists of specialists in

graphic design, film and audio production, copywriting, computer programming, and much more.

Researchers:- Researchers are also used following the

completion of an advertising campaign to measure whether the campaign reached its objectives.

Account Management:- Within an advertising agency the

account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients

There are basically four types of ad agencies They are:

In-house agencies:- An in-house agency is an ad agency set up, owned and operated by the advertiser. Exp- dabur’s Ad bur.

Creative boutiques:- Creative boutique is an agency that provides only creative services. These specialized companies have developed in response to some client’s desires to use only the creative talent of an outside provider while maintaining the other functions internally.

Media buying agencies:- Media buying agencies are independent companies that specialize in the buying of media, particularly radio and television.

effective communication requires the message source to create (encoding) a message that can be interpreted (decoding) by the intended message receiver. In advertising, the act of creating a message is often considered the creative aspect of carrying out an advertising campaign. When creating an advertising message the marketer must consider such issues as:

General Message Factors:- Characteristics of the Target Audience

Type of Media Used

Product Factors

Overall Advertising Objective

Message Structure:- The Appeal – This refers to the underlying idea that captures

the attention of a message receiver. Appeals can fall into such categories as emotional, fearful, humorous, and sexual.

Value Proposition – The advertising message often contains a reason for customers to be interested in the product which often means the ad will emphasize the benefits obtained from using the product.

Slogan – To help position the product in a customer’s mind and distinguish it from competitors’ offerings, advertisements will contain a word or phrase that is repeated across several different messages and different media outlets.

Message Testing:- The most popular method of testing

advertising for the marketer (or their ad agency) is to conduct focus groups where several advertising messages are presented. On the Internet, advertising delivery technology allows for testing of ads by randomly exposing website visitors to different ads and then measuring their response.

These are the various types of Media:- Television :- All visual ads.

Radio :- Ads on FMs

Print Publications :- All printed ads

Internet :- pop ups, Flash msg, skyscraper.

Direct Mail :- Mails etc.

Signage :- Skywriting, Plan banner, mobile billboard

Mobile Devices :- Messages on mobiles

Sponsorships :- sponsoring something

Others :- Fax, product packing, Print on retail bills

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