advertising & sales promotion management

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    What is ADVERTISING ?

    theactionofcalling

    something to the

    attentionof

    public.

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    ADVERTISING is the delivery of themost persuasiveproduct message at

    the right time, in the right place, to

    the right person, at the lowestpossible cost

    Todays Product/Brand Manager

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    Paid form ofnon-personal communication

    about an organization, product, service or

    idea from an identified sponsor, using mass

    media to persuade or influence an audience.

    DEFINITION FROM BOOK

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    to give the company a personalitywhich sets it apart from the others.

    to remind customers about their brands at the

    right timeand right place

    to tell the public about improvements in products

    to help their sales force to be more effective

    to reinforce customer confidence in his/her purchase

    Advertising use to:

    inform people about products and services

    to make brand names familiar to the public

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    Importance of Advertising It is very cost effective method to communicate to a large

    audience.

    It helps create brand image and symbolic appeal for thebrand which is a very important for companies selling

    product/services that are difficult to differentiate on

    functional attributes.

    Advertising creates awareness, interest, desire and drives

    the consumer to the shop.

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    Popular advertising campaigns attract customers

    attentions and can help generate sales.For example :Ye dil maange more

    Connecting People

    The Best A Man can get

    Daag Acche Hain

    Desh Ki Dhadkan

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    Role of Advertising in Brand Promotion

    Information and persuasion

    Introduction ofnew brand or brand extensions

    Building and maintaining brand loyalty among consumers

    Creating an image and meaning for a brand

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    How does advertising work?

    Awareness

    Comprehension

    Conviction

    Action

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    Types of benefitsa) Objective benefits

    b) Subjective benefits

    c) Values-oriented benefits

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    Objective benefits

    These are tangible, physical and measurable These are in the product

    They are what you get by using it

    Example - Hawkins

    pressure cooker

    cooks quickest with

    least trouble and

    greatest safety

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    Subjective benefits

    These are in the consumers mind These are perceptions. These are what the

    consumer believes she will get as a result of

    the objective benefit.

    Example - Cooking with

    Hawkins will make mefeel that I am fulfilling

    my role as a wife better

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    Classification of Advertising Advertising in the consumer market

    - National Advertising

    - Retail/Local Advertising

    - Brand Advertising

    - Primary/Secondary demand advertising

    - Political Advertising- Directory Advertising

    -Direct-Response Advertising

    -Public Service Advertising

    -Interactive Advertising

    Advertising to Business & Professional markets

    - Business to Business Advertising

    - Professional Advertising

    - Trade Advertising

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    Hierarchy of effects

    100% target audience

    75% aware of the product

    50% show some interest in the product

    30% preferred the product

    25% tried the product

    15% Repurchase

    How does advertising work?

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    Some dos

    Advertising should be informative.

    Advertising should be entertaining.

    Advertising should be involving.

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    Some donts

    Advertising should never over claim any benefit in a product

    or a brand.

    Never try to put down or talk down your consumers in

    manner that will insult them.

    Try not to compare your brand with a competitor and try

    not to show your competitor in bad light.

    In case you do any comparison with your competitor or

    show your competitor it should be done in a intelligent and

    tactful manner that such that it is memorable and not in bad

    taste.

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    Be Clever and Creative

    Attract people and represent the brand in a positive way.

    A clever ad represents a clever company.

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    Speak Loudly

    The louder you talk,

    the more people hear

    you.

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    Dont make them think ( too much)

    You need to get the message across in a clever way, but it

    shouldnt make people think too much. A person should know

    what the ad is saying as soon as they look at it.

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    Colors that pop but make sense

    Colors should work with the feeling of the brand

    and environment in which the ad is being placed.

    Appeal to the targeted people through color, butdont make the colors distracting.

    For a fun brand, use a collaboration ofbright

    colors. If the ad is more serious, possibly use a moresimple color scheme.

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    Be informative

    Every advertisement must convey a message. Ads visually

    represent a message.

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    Stand out and Be Memorable

    Your ad should be unique, memorable and

    completely different than anyone else. Be original.

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    Give off a Feeling

    Someone should be able to tell the companys tone by

    looking at an ad.

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    Show Not Tell

    Try using a more visual

    way of representing a

    concept instead of text.

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    Use Humor : Use a Metaphor

    Humor is a useful technique for attracting people to an ad.

    Metaphors can be a great way to add humor.

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    T H A N K Y O U !!

    END OF PART:A