Fundamentals of Advertising

Promotion
It is a communication package in marketing which aims to exchange information between buyers and sellers.

Promotional Mix
Advertising

Elements of the Promotional Mix

Publicity

Personal Selling

Sales Promotion

Advertising
Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media.

Advertising Defined
Non-personal Communication Usually paid for By an identified sponsor Persuasive in nature About products, ideas or services Through various media

Characteristics of Advertising
Advertising
Communication Mode Communication Control Feedback Speed Message Flow Direction Sponsor Identification Reaching Large Audience Message Flexibility Indirect and non-personal Low Delayed One-way Yes Fast Same message to all audiences

The Nature of Advertising

advertising is distinguished from other forms of promotion as follows it has a verbal and/or visual message the sponsor of the message is identified delivery is through recognizable media there is payment by the advertiser to the media for carrying the message advertisers are increasingly being able to reach specific audiences with tailor-made messages

Communication
The process by which we exchange or share meanings through a common set of symbols. .

Communication Goals
Four broad communication goals Generate attention Be understood Be believed Be remembered

Advertising and communication

(((Noise)))
Source Coded Message Medium of Transmission

(((Noise)))
Decoded Message Receiver or Audience

Feedback

The AIDA Concept

Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.

AIDA and the Hierarchy of Effects

Purchase Conviction Preference Liking

Knowledge Awareness

Attention

Interest

Desire

Action

Objectives of Advertising
Informing Reminding

Target Audience

Persuading

Objectives
Informative Objective
Increase awareness

Explain how product works

Suggest new uses

Build company image

Objectives
Persuasion Objective
Encourage brand switching Change customers perception of product attributes Influence buying decision

Objectives
Reminder Objective

Remind customers that product may be needed

Remind customers where to buy product Maintain customer awareness

Advertising objectives and the product life cycle

Introduction

General promotional objectives

Define objectives and plan promotional campaign Screen concepts, create advertisements, and plan media selection

Advertising strategy

Advertising objectives and the product life cycle

Growth

General promotional objectives

Create product acceptance and brand preference Emphasize advantages of product and brand Persuasive communications

Advertising strategy

Primary objective of
message

Advertising objectives and the product life cycle

Maturity
General promotional objectives Advertising strategy

Maintain and enhance brand loyalty; convert

buyers

Reminder and emotional advertising; stimulate repeat purchases

Primary objective of message

Reminder communications

Advertising objectives in relation to the stage in the product life cycle

Key Concepts of Advertising

Strategy
Creative

idea Execution Media

The logic and planning behind the ad Advertisers develop ads to meet objectives Advertisers direct ads to identified audiences Advertisers create messages that speak to the audiences concerns Advertisers run ads in the most effective media

Key Concepts of Advertising

Strategy
Creative

idea Execution Media

The central idea that grabs the consumers attention Creativity drives the entire field of advertising

Key Concepts of Advertising

Strategy
Creative

idea Execution Media

Execution of the effective ads to reach to the target customers.

Key Concepts of Advertising

Strategy
Creative

idea Execution Media

Communication channels that reach a broad audience How to deliver the message is just as important coming up with the creative idea of the message

The Functions of Advertising

Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences

The Key Players

Advertiser

(client) Agency Media Audience

Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency

The Key Players

Advertiser

(client) Agency Media Audience

Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities

Advertising department In-house agency

The Key Players

Advertiser

(client) Agency Media Audience

The channels of communication that carry the message to the audience Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches

The Key Players

Advertiser

(client) Agency Media Audience

The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible