aspm unit3

8/4/2019 aspm unit3

http://slidepdf.com/reader/full/aspm-unit3 1/49

UNIT III

8/4/2019 aspm unit3


MESSAGE DEVELOPMENT

• Advertising can be used to build long termimage of a product or occasionally triggersales in the short run.

• More over, advertising can be very cost-effective in communicating to large audiences.

8/4/2019 aspm unit3


Types of advertising• Brand-building advertising• Tactical advertising• Direct response advertising• National advertising• Retail advertising• Public service advertising• Corporate advertising• Primary-demand advertising

8/4/2019 aspm unit3


Advertising Media

• Television• Radio• Outdoor

– billboards – transit advertising

• Magazines• Newspapers• Direct mail• Internet

– banners – links to related web-sites

8/4/2019 aspm unit3


Advertising Media (cont’d)

• Criteria for selecting media • Cost•

Compatibility with media habits of targetaudience• Compatibility with product•

Compatibility with message

8/4/2019 aspm unit3


Types of Advertisements

• Product advertisements• Institutional advertisements•

Pioneering• Competitive• Reminder• Advocacy

8/4/2019 aspm unit3


Advertising Appeals

• Rational appeals

• Moral appeals

• Emotional appeals

8/4/2019 aspm unit3


Emotional Appeals

• Joy• Love• Humor• Sex

• Pride• Guilt• Fear

8/4/2019 aspm unit3


Execution Styles

• Slice of Life (Part of life)• Lifestyle•

Musical• Personality symbol• Humor• Endorsements (expertise, trustworthiness,

likeability)

8/4/2019 aspm unit3


Media Terminology

• Reach• Rating•

Frequency• Gross Rating Points (GRPs)• Impact• Cost per thousand• Wasted coverage

8/4/2019 aspm unit3


Sales Promotion

•

Consumer products

• Industrial products

8/4/2019 aspm unit3


Sales Promotion (cont’d)

• Consumer products • Consumer-oriented

– coupons – premiums – samples – contests/sweepstakes – rebates – etc

8/4/2019 aspm unit3



• Consumer products (cont’d) • Trade-oriented

– point-of-purchase (POP) – advertising allowances – display allowances – merchandise assistance – quantity discounts

8/4/2019 aspm unit3



• Industrial products

•

Trade shows• Displays/exhibits• Brochures and technical promotional material

8/4/2019 aspm unit3


Other Promotional Tools

• Direct marketing•

Publicity• E-Commerce -- or is e-commerce much

broader than promotion?•

Personal selling

8/4/2019 aspm unit3


• Creative research takes place within the context

of the preceding research stages. This kind of research aids in the development of what to say to the target audience and how to say it. Copy development research attempts to helpadvertisers decide how to execute approachesand elements. Copy testing is undertaken to aidthem in determining whether to run theadvertising in the marketplace.

8/4/2019 aspm unit3


LAYOUT•

A layout is an orderly physical arrangement of headline,subheads, body copy, slogan, seal. Logo, signature, andthe visual elements into a finished advertisement.

• It shows where each component of the ad will be placedand gives guidelines to people working on the adcreation.

• Copywriter learns how much space is available to work

with and how much copy should be written.• Layouts are usually done as rough and presented to the

advertiser to get the preliminary approval.

8/4/2019 aspm unit3


• During the creative phase, the designer uses – Thumbnails: a very small sketch, rough, and

rapidly created drawing to visualize layoutapproaches without any details. – Rough layout – Comprehensive layout: highly refined exact copy

of the finished ad. It is quite detailed, with photos – Dummy: is prepared to get the look and feel of

brochures and other point-of-sales displays. All

the elements of the dummy are hand-assembled,mounted on a sturdy paper, and then cut andfolded to size, to appear exactly like the finishedproduct.

8/4/2019 aspm unit3


Design principles• Ads must be designed to attract consumer attention

immediately as the advertiser has only a second or twoto capture the reader’s attention.

• Good design not only commands attention but also

holds it and communicates as much information aspossible in the shortest amount of time and makes themessage easier to understand.

– Unity –

Balance – Contrast – Sequence or eye movement – Emphasis or proportion

8/4/2019 aspm unit3


Includes everything that forms part of anadvertisement – Text, visuals, symbols, Signature,logo, trademarks etc.

8/4/2019 aspm unit3


8/4/2019 aspm unit3


MANDATORIES/ LEGAL REQUIREMENTS

Slogan Battle crySentence/ part of sentence aimed

at easy remembrance/ recall

Trademark Entire legal signature of thecompany

Logo Symbol, Name or both

8/4/2019 aspm unit3


• Copy Style-As with a novel or a play, good ad copy has a

beginning, a middle, and an ending.-What it takes to create special attention and

persuasion.-It takes style-the ability to create fresh,

charming, witty, human advertising that compelspeople to read.

-Most ads end by asking or suggesting that thereader buy the product

8/4/2019 aspm unit3


--Factual Approach – Here the writer deals withreality-that which actually exists. Explaining the

products advantages--Imaginative Approach – There’s nothing wrong with presenting a fact imaginatively.

--Emotional Approach – Emotion can be apowerful communicator. The feelings about yourproduct or company can be an important plus orminus.--Comparative Advertising – Comparing yourproduct directly with one or more competitors iscalled comparative advertising.

8/4/2019 aspm unit3


• Marketing Approach to Visualization-That ads are not created for sake of creativity.

Each ad is created for a specific marketing purpose. All ads for a product should conform tothe same set of objectives, even though some ads

may not appear to be related, and they usually usethe same theme or slogan in each ad.

8/4/2019 aspm unit3


• Basic Design Principles There are some general principles that guide

the design of advertising and promotional layouts.-Unity: All creative advertising has a unified design.

The layout must be conceived in its entirety, withall its parts copy, art, logo, etc.

-Harmony: Closely related to unity is the idea that allelements of the layout must be compatible. The artdirector achieves harmony by choosing elements

that go together.-Sequence: The ad should be arranged in an orderly

manner so it can be read from left to right and topto bottom.

8/4/2019 aspm unit3


-Emphasis: Emphasis is accenting or focusing on anelement to make it stand out.

-Contrast: You need differences in sizes, shapes, andtones to add sparkle so the ad will not be visually dull. Contrast makes the layout more interesting.

-Balance: By balance, we mean controlling the size,tone, weight, and position of the elements in thead.

8/4/2019 aspm unit3


PRINT PRODUCTION• All the ideas have been developed; now the print

production people take the copy, layout, andillustrations and create the finished ad

• The Print Production group performs that

transformation process from the original creativeconcept to the clients printed communication- andmay include magazines, newspapers, outdoor andtransit.

• The production person will usually reach for the(Standard Rate and Data Service) SRDS.

8/4/2019 aspm unit3


• Its consists of….. • Type fonts and families• Mechanical and artwork• Desktop Color•

Color Proofing

8/4/2019 aspm unit3


• Evaluation of Advertising-Pre-testing Approach

-Consumer Jury-Print Media-Broadcast Media

-Direct mail test-Post-testing Techniques

-Recognition Tests

-Recall Tests-Attitude Change

8/4/2019 aspm unit3


• Advantage of Television-Creativity and Impact

-Coverage and cost effectiveness-Captivity and attention-Selectivity and flexibility

8/4/2019 aspm unit3


• Dis-Advantage of Television-Costs

-Lack of selectivity -Fleeting message-Clutter-Limited viewer attention-Distrust and negative evaluation

8/4/2019 aspm unit3


• Advantages of Radio-Cost and Efficiency

-Selectivity -Flexibility -Mental imagery -Integrated marketing opportunities

8/4/2019 aspm unit3


• Limitations of Radio-Creative limitations

-Fragmentation-Chaotic buying procedures-Limited research data-Limited listener attention-Clutter

• Buying Radio Time-Net work Radio-Spot Radio-Local Radio

8/4/2019 aspm unit3


• The Role of Magazines and News papers-The role of magazines and news papers in the

advertisers media plan differs from that of thebroadcast media because they allow thepresentation of detailed information that can beprocessed at the readers own pace

-The print media are not intrusive like radio and TV, and they generally require some effort on thepart of the reader for the advertising message tohave an impact.

8/4/2019 aspm unit3


• Classifications of Magazines-To gain some perspective on the various types

of magazines available and the advertisers that usethem, consider the way magazines are generally classified. Standard Rate and Data Services (SRDS),

the primary source on periodicals for mediaplanners, divides magazines into three,-Consumer Magazines

-Farm Publications-Business Publications

8/4/2019 aspm unit3


• Consumer Magazines- CM magazines are bought by the general

public for information or entertainment.-general editorial, sports, travel, and women's.-they can be sold through subscription form or

circulation, store distribution or both-as classified by frequency; weekly, monthly.

• Farm Publications

-about 300 publications are tailored to nearly every possible type of farming or agriculturalinterest.

8/4/2019 aspm unit3


• Business Publication-BP are those magazines or trade

journals published for specific businesses,industries, or occupations. SRDS breaks down over9300 U.S magazines and trade journals into morethan 180 market classifications.

-Magazines directed at specific professionalgroups, such as National law Review for lawyersand Architectural Forum for architects.

-Industrial magazines directed at businesspeople in various manufacturing and productionindustries.

8/4/2019 aspm unit3


-Trade magazines targeted to wholesalers,dealers, distributors, and retailers

-General business magazines aimed atexecutives in all areas of business, such asForbes, Fortune, and business week.

-Health care publications targeted to variousareas including dental, medical and surgical,nursing, biotechnological sciences, and hospital

administration.

8/4/2019 aspm unit3


• Advantages of Magazines-Selectivity

-Reproduction Quality -Creative Flexibility -Permanence-Prestige-Consumer Receptivity and Involvement

8/4/2019 aspm unit3


• Dis-advantage of Magazines-Costs

-Limited Reach and Frequency -Long Lead time-Clutter and Competition-Magazine circulation and readership-Readership and Total Audience-Audience information and research for

magazines

8/4/2019 aspm unit3


• News papers, the second major form of print media, arethe largest of all advertising media in terms of total dollar

volume. News papers are an especially importantadvertising medium to local advertisers, particularly retailers.

• Types of News papers

-Daily Newspapers-Weekly Newspapers-National Newspapers

-Special Newspapers

8/4/2019 aspm unit3


• Types of Newspaper Advertising -Display Advertising

-Classified Advertising -Special Ads and inserts

• Advantages of Newspapers-Extensive Penetration-Flexibility -Geographic Selectivity -Reader Involvement and acceptance-Services offered

f

8/4/2019 aspm unit3


• Limitations of Newspapers-Poor Reproduction

-Short life span-Lack of selectivity -Clutter

O d

8/4/2019 aspm unit3


• Out doorOut door advertising is the oldest medium. Its usually

used as a supportive medium by most national advertisersand includes billboards, posters, wall paintings etc.,

-To generate immediate brand name recognition whenintroducing a new product and complement other forms

of advertising.-To remind customers who are already in the market-place

about established and recognised brands of the marketer.

• Advantages of Out door

8/4/2019 aspm unit3


Advantages of Out door-Audience delivery -Geographic flexibility

-Continuity -Efficiency -Creativity

• Disadvantages of Out door-Limited message capabilities

-Waste coverage-Limited effectiveness-Message wear-out

-Public criticism

D i i h Ad i i B d

8/4/2019 aspm unit3


• Determining the Advertising Budget-The objectives determine what is expected of a

advertising campaign in a defined period of time.-The budget controls all proposed expenditures by

fixing a limit.-There are various approaches to determining the

budget, how ever, there is much disagreement on this issueand different companies use different approaches todetermine the proper allocation.

-This is a critical decision as it often involves largesums of money and, in most marketing situations, it isdifficult to measure what advertising does to profits or thesales volume

8/4/2019 aspm unit3


-Top management is usually involved in budgetdecision and brand or promotion managers may not be ina position to influence the decision .

-This “top down” practice often stops campaigns withexcellent potential, however, brand managers must provideall the possible input in budgeting decisions.

-The advertising budget is basically a plan to allocatefinancial resources to advertising for future operations andshould be reviewed constantly keeping in view thechanging market conditions.

8/4/2019 aspm unit3


-For eg: it may become necessary to match theadvertising effort of a close competitor to maintain thepresent marker position. It often happens that if twobrands equally preferred, the one that advertises more getsthe edge. For eg; if Coca cola increases its advertising blitz,then Pepsi cannot simply sit n watch.

aspm unit3

Documents