advertising & sales promotion- 18oct

8/3/2019 Advertising & Sales Promotion- 18Oct

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Advertising & Sales Promotion



Objectives

Setting

Communication

Objectives

Sales

Objectives

Budget Decisions

Affordable

Approach

Percent of Sales

Comparative ParityObjective and Task

MAJOR ADVERTISING DECISIONS

Message Decisions

Message Strategy

Message Execution

B Media Decisions

Reach, frequency,Impact

Major Media Types

Specific Media

Vehicles

Media Timing

Campaign

Evaluation

Communica-

-tion impact

Sales impact



Factors guiding the formulation of

Advertising ObjectivesThe target audience should be defined asaccurately as possible

There should be a clear statement of the desiredresponse from the target audience (if theresponse is awareness, purchase etc.,)

The goals if possible should be

expressed in quantitative terms

Objectives must refer to a stated period of time



Advertising Objectives

An advertising objective is a specificcommunication task to be accomplished

with a specific target audience during aspecific period of time.

The primary purpose can be to inform,

persuade or to remind



TO INFORM

Telling the market about a new product

Suggesting new uses for a product

Informing the market of a price change

Explaining how the product works

Describing available services

Correcting false impressions

Reducing buyer’s fears Building a company image



TO PERSUADE

Building Brand Preference

Encouraging switching to your brand

Changing customer perceptions ofproduct attributes

Persuading customers to purchase now

Persuading customers to receive asales call



TO REMIND

Reminding customers that the productmay be needed in the near future

Reminding customers where to buy theproduct

Keeping the product in customers’

mindsMaintaining top-of-mind productawareness



Message Execution

This is an attempt as to how theadvertiser turns a big idea into an actual

as execution that will capture the targetmarket’s attention and interest

The creative people must find the beststyle, words and format for executingthe message.



Message Execution (Contd.,)

Slice of Life

This styleshows one ormore ‘typical’people using

the product ina normalsetting




Lifestyle

This style showshow a product

fits in with a

particular

lifestyle




Fantasy

This style createsa fantasy aroundthe product orits use. For eg.,

many ads arebuilt arounddream themes




Mood or Image

This style builds amood or imagearound theproduct, such asbeauty, love orserenity




Musical

This style shows oneor more people orcartooncharacteristicssinging about theproduct




Personality Symbol

This style creates acharacter thatrepresents theproduct. Thecharacter might be

animated




Technical Expertise

This style shows thecompany’s expertise

in making theproduct.



Scientific Evidence

This style presentssurvey or scientificevidence that thebrand is better or

better liked thanone or morebrands


advertising & sales promotion- 18oct

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