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Shumaila_1026_15228_1_Advertising 1 .pptx
- 2. Todays Class ◦ Evolution/History of advertising ◦ Advertising and Marketing defined ◦ correlation between advertising and marketing ◦ The Promotional Mix (Classifications of advertising + Narrowed down classifications) ◦ Introduction of IMC ◦ Role of advertising in IMC in Marketing and Advertising Videos History of advertising - International Pakistani advertisements from the PTV era International Advertising case studies ( M&M and Dunkin Donuts)
- 3. Evolution/ History of advertising
- 4. Evolution of Advertising – National Divided into 6 Eras
- 5. Evolution of Advertising – National Era I (1947-1964) Few ad agencies, creating awareness, limited geo coverage, Medium – Newspaper (black and white) & radio (late 50’s) Newspaper include – Nawa-i-Waqt, Daily Jung, Dawn Radio adverts – announcements, jingles, musical etc
- 6. Era II (1964-1978) Arrival of television PTV – November 1964 Coverage in Urban areas Classic movie songs (brand symbols) Most popular – Lipton “Chai Chahye” Pakistan Advertising Association - 1973 Evolution of Advertising – National
- 7. Era III (1978-1988) Televised broadcasting of PTV Increased Color television Famous PTV dramas Famous intl ad agencies step into Pakistan Popular ads include, Dentonic – Naz Paan Masala Evolution of Advertising – National
- 8. Era IV (1988-1998) New computer based technologies & graphic art 1983 PTV sports division Wasim Akram social ad New ideas like – Lipton ad featuring Nayyar Sultan “Hum bhol gaey har baat” got intl award Evolution of Advertising – National
- 9. Era V (1998-2008) Adaptations of visual effects Industry grow 500 times in talent and manpower Celebrity endorsement into Brand Ambassadorship – mainly sports personalities PEMRA established Best ads coke Brrrr, Ufone, Haleeb, Evolution of Advertising – National
- 10. Era VI (2008 & Beyond) Usage of Indian celebrity Modern animation techniques (Safeguard) Best trend ad – Zong, Lux, Ufone, Jazz & Pepsi Evolution of Advertising – National
- 11. Advertising and Marketing defined
- 12. What is Marketing ? Marketing are activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people
- 13. What is Marketing Communication? • Efforts and tools used to communicate with customers – Newspaper ads, telemarketing and digital ads, event sponsorship, and coupons Integrated marketing communication – Coordination and integration of messages from a variety of sources
- 14. Promotional mix Tool Usage Advertising Reach many buyers, Repeat message many times, Impersonal, Expensive Personal Selling Personal Interaction, Relationship building, Most expensive promo tool Sales Promotion Wide assortment of tools, rewards. Quick response, efforts short lived. Public Relations Very believable, dramatize a company or product Direct Marketing Sponsorship and Events Non public, Immediate, Customized, Interactive Builds Brand image
- 15. Advertising is part of Promotional mix lets make it more clear…
- 16. What is advertising? “Structured and composed non-personal communication messages that are paid for and are persuasive in nature”
- 17. Advertising (What, who and how) What: Advertising promotes goods, services, and ideas Who: Directed to groups Consumers Businesses General Public How: using communication mediums: Communication vehicle that transfers a message from the sender to the receiver Mass media: Print or broadcast media that reach very large audiences Radio, television, newspapers, and billboards Word-of-mouth (WOM) advertising: Passing of information in an informal, unpaid, person-to-person manner
- 18. They key of advertising is to hit the bulls eye at Right time | Right Place | Right person
- 19. What is the function of advertising? Inform | Persuade | Remind
- 20. Key concepts that you should know – Product differentiation: Portraying one brand as different and better than similar competitive products • Through advertising, packaging, or physical product differences – Unique selling proposition (USP): Distinctive benefits that make a product different than any other – Market segmentation: Identifying groups of people or organizations with shared needs and characteristics • Aggregating the groups into larger market segments according to their mutual interest in the product’s utility
- 21. How advertising and marketing work together? Role of Advertising Role of Marketing Depends on fulfillment of ad communication Brand promise
- 22. Correlation between advertising and marketing
- 23. Model of the IMC Planning Process Analysis of Promotional program situation Review of marketing plan Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Develop objectives and strategy for each Develop message, media strategy, and tactics Analysis of communications process Budget determination Sales promotion PR/ publicity Personal selling Direct marketing Internet/ interactive Advertising Develop integrated marketing communications program
- 24. Advertising and the Marketing Process Marketing strategy • Statement of how the company will accomplish its marketing objectives • Directs the company in formulating the marketing plan • Determined by the blending of the marketing mix elements Advertising strategy • Describes how to achieve the advertising objectives • Sub strategies • Creative strategy • Media strategy
- 27. The Most Common Forms of Advertising Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising Consumers
- 28. Advertising to Consumer Markets includes: ◦ National advertising – done by large companies on a nationwide basis. Ads for well-known brands and companies shown on television For example, Cadbury and Mortein animated ads. ◦ Retail/Local advertising – done by retail and local merchants encouraging consumers to shop at a specific store, use a local service, or patronize a particular establishment. ◦ Primary versus selective demand advertising – primary demand advertising is designed to stimulate demand for the general product class or industry. Selective-demand focuses on creating demand for a specific company and/or its brands. Advertising to business and professional markets includes: ◦ Business to business advertising – advertising that targets individuals who buy or influence the purchase of industrial goods or services for their companies. ◦ Professional advertising – advertising targeted to professionals such doctors, lawyers, engineers ◦ Trade advertising – targeted to marketing channel members such as wholesalers, distributors, and retailers.
- 29. Narrowing down the classifications of Advertising 1. Product Advertising 2. Corporate Advertising 3. Direct Response Advertising 4. Political advertising 5. Public Service Message
- 30. Business to consumer ad via ad / research agency Product Advertising The persuasion and promotion of new products, existing ones and revised products.
- 31. Corporate Advertising Focus is on establishing a corporate identity or on winning the public over to the organization’s point of view Advertising Classification Corporate advertisement
- 32. Political Advertising Used by Politician Persuading people to vote for them Critics – creating image instead of issues, Campaign spending Political consumer generated ad
- 33. Direct Response Advertising Involve two way communication between advertiser and the consumer. Can use any medium (mail, television, newspaper, magazine) Includes call for action. Phone number, Advertisers can also use mail-in form, website address for Direct Response advertising.
- 34. Public Service Advertising Designed to operate in the public’s interest and promote public welfare. Public service message, generally by NGOs and Non-profit organizations
- 35. Other promotional tools which should be integrated to your advertising communication Sales promotion PR/ publicity Personal selling Direct marketing Internet/ interactive
- 36. Sales Promotion Consumer-oriented [For end-users] Trade-oriented [For resellers] Coupons Samples Premiums Contest/Sweepstake Bonus Packs Loyalty Programs Events Trade Allowances POP Displays Training Programs Trade Shows
- 37. Sales Promotion ◦ Most of the promotional budget now goes to sales promotion ◦ Declining brand loyalty ◦ Increased consumer sensitivity to “deals” ◦ Larger and more powerful retailers are demanding more trade promotion support
- 38. Public Relations Systematically planning and distributing information in an attempt to control and manage image and the nature of the publicity received.
- 39. Public Relations Tools Corporate Advertising Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship
- 40. Personal Selling ◦ Person-to-person communication ◦ A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea. For example selling life insurance plans
- 42. Interactive/Internet Marketing ◦ Back-and-forth communication ◦ Users participate in and modify the form and content of information ◦ Happens in real time ◦ Interactive media ◦ Internet ◦ CD-ROMs ◦ Kiosks ◦ Interactive television ◦ Digital cell phones
- 43. Introduction of IMC Role of advertising in IMC in Marketing and Advertising
- 44. Who makes the IMC plan?
- 45. Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs. The goal of IMC is to generate short-term financial returns and build long-term brand value.
- 46. IMC focuses on one single idea on many communication mediums!
- 47. Traditional Marketing Approach Point of purchase Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Media Adver- tising Publicity
- 48. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
- 49. Marketing and Promotions Process Model Product decisions Pricing decisions Channel-of- distribution decisions Opportunity analysis Competitive analysis Target marketing Identifying markets Market segmentation Selecting a target market Positioning through marketing strategies Promotional decisions • Advertising • Direct marketing • Interactive marketing • Sales promotion • Publicity and public relations • Personal selling Ultimate consumer • Consumers • Businesses Promotion to final buyer Resellers Promotion to trade Internet/ Interactive Purchase
- 50. The Target Marketing Process Position through marketing strategies Select market to target Determine market segmentation Identify markets with unfulfilled needs
- 51. Bases for Segmentation Behavior Benefits Outlet Type Psychographic Geographic Demographic Customer Characteristics Socioeconomic Buying Situation Usage Awareness
- 52. Making the Positioning Decision Is the current position strategy working? Is the segmentation strategy appropriate? Are there sufficient resources to communicate the position? How strong is the competition? The Checklist
- 53. Promotional Strategy: Push or Pull? Push Policy Producer Wholesaler Retailer Consumer Information Flow Pull Policy Producer Wholesaler Retailer Consumer
- 54. Push Policy Pull Policy Which Strategy is this ad using?
- 55. Class Assignment ◦ You will be shown 20 Advertisements back to Back! ◦ Write down the classifications of each of the advertisement shown. ◦ Justify your Answers 1. National advertising 2. Retail/Local advertising 3. Primary versus selective demand advertising 4. Business to business advertising 5. Professional advertising 6. Trade advertising 1. Product Advertising 2. Corporate Advertising 3. Direct Response Advertising 4. Political advertising 5. Public Service Message