Advertising Objectives
The mind game of
Marketing & Communication
Advertising Objectives
• Types of Advertising
• The purpose
• Role within marketing mix
• Communication Process &
Models
• DAGMAR approach
Types of Advertising
• National
Some manufacturers may think that their target is, the entire country. They select media with a countryside base. Generally large, established firms belong to this category. Among them are Hindustan Lever, Brooke Bond, Larsen & Toubro, Escorts, Cement Companies and etc.
• Local
Small firms may like to restrict business in district or state only. Some large firms first localize their marketing efforts (pre-testing) and once success has been achieved, they spread out to wider horizons. e.g. Nirma. Some Newspapers like Ahmedabad Mirror, Mumbai Metro etc.
• Global
Multinational firms treat the world as their market. Firms such as National IBM or Sony or Ford advertise globally, e.g., in periodicals like Times, Readers
Digest etc.
Types of Advertising
Target Group
Consumer Advertising
Industrial Advertising
Trade Advertising
Professional Adverting
Types of Advertising (TG)
• Consumer Advertising
A very substantial portion of total advertising is directed to buyers of consumer products who purchase them either for their own use or for their household’s. The fact that
buyers of consumer items are generally very
large and are widely distributed over a large
geographical area enhances the importance
of advertising as a marketing tool.
Types of Advertising (TG)
• Industrial Advertising
Industrial advertising on the other hand refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial products. This category would include machinery and equipment, industrial intermediates, parts and components, etc.
Because of the unique characteristics of industrial buying decision process, the importance of industrial advertising is
comparatively lower than that of consumer
advertising.
Types of Advertising (TG)
• Trade Advertising
Advertisements, which are directed by the manufacturers to the distribution channel members, such as
wholesalers or retailers, are called trade advertising. The objective of such advertising is to promote sales by motivating the distribution
channel members to stock more or to
attract new retail outlets.
Types of Advertising (TG)
• Professional Adverting
There are certain products for which the
consumers themselves are not responsible for the buying choice.
The classic examples are pharmaceuticals
where the decision is made by doctors while the consumers are the patient. Almost similar situation exists’ in the field of construction
where architects, civil engineers and
contractors are the decision-makers.
Types of Advertising
•
Type of ImpactOn the basis of impact. This can be primary advertising for generic products such as tea, coffee, paints etc.
These are unbranded products.
At later stages, these commodities are branded and
specific brands are promoted. They are called selective advertising.
Direct action advertising expects immediate response from the buyers such as soliciting orders through direct mail. Mostly advertising is indirect action advertising which makes the consumers favourably inclined towards the product so that they can later on buy these products in future.
Institutional Advertising can be used 1:0 project a positive corporate image for the company.
Types of Advertising
• Lesser Known Types
– Public Relations Advertising (PRA)
Public relations, in short, try to build rapport with various constituents of public such as employees, customers, local authorities, pressure groups, vendors, customers, shareholders, government and public at large.
Public relations advertising helps to maintain this relationship.
– Political Advertising
Political advertising is created either by political parties or
candidates. Mostly we come across such advertising at the time of elections. Election advertising either lists the achievements of the party of candidate or propagates their ideological basis.
Sometimes, they are provocative too.
– Financial Advertising
In a broader sense, it includes all advertising by financial industry such as banks, car loan companies, insurance companies, non- banking financial companies etc. It also includes image building corporate advertising prior to an issue or-otherwise.
Types of Advertising
• Six types of Advertising Modern Days
– Company Image
(Friend Insurance Agent, Big Bazar)– Name Brands
(P&G – Tide for Dishes)– Service Instead of a Product
(Dimak, Carpet cleaners)– B2B Advertising
(engineering goods etc.)– Co-Op Advertising
(I will give you every thing, retainer ship)– Public Service Advertising (PSA’s)
+ Types of Advertising
The purpose
• “Show me the money!”
• The acid test of any advertising is: did it generate sales or prospects?
• The view point – Who are we pleasing?
• To enhance bottom line. ROI
• Advertising is not something to do to “keep the company name before the customers”
• Great advertising can influence sales immediately
and for years to come
The purpose
• To announce a new product or service
• To expand, the new buyers
• To announce a modification
• To announce a price change
• To announce a new pack
• To make a special offer
• To invite enquiries
The purpose (sp)
• To sell direct
• To test a medium
• To announce the location of stockiest
• To obtain stockiest
• To educate customers
• To maintain sales
• To challenge competition
The purpose (other)
• To remind
• To get back lost sales
• To please stockiest
• To please the sales force
• To recruit staff
• To attract investors
• To export
• To announce trading results
Role within marketing mix
• Advertisement interacts directly with other elements of marketing mix
• It is basically a communication to achieve marketing objectives
• It is meant to bring something deliberately to the - notice of someone else
• The semantic truth of the word, which comes from the French word Avertir, to notify Nicoll
• The relative importance of the advertising
would depend on: types of the products and
form of marketing
Role (Benefits)
•
Advertising gives an image to the products of the manufacturers. Really speaking it is not theproducts, which compete, but the product images, which compete.
•
Advertising pre-sells the products to distributors and so it is supportive to a salesman’s visit.•
It is essential part of total promotional mix and promotion is an important part of the marketing mix.•
Advertising makes a psychological impact on the consumers. Gives them greater satisfaction on the use of products. (People buy not a lip-stick, but the concept of an out-going, gorgeous, passionatewoman)
Role (Benefits)
•
Advertising affects our attitudes and values. It projects an image of self, which we aspire to.Advertising of life-style is making our target
audience respond to it positively. Who would not like to be fun loving, outward-oriented, young socialites sailing in a group on sea, enjoying and Coke to Jashn Mana Le!
•
Advertisement thus gives all the benefits tomanufacturer by selling – directly or indirectly. It can create a new demand, stimulate an existing demand, or even destroy a demand.Much of its value is drawn from its positive impact on
demand function.
Role (Benefits)
•
Advertising makes distribution easier. It also reduces distributor’s cost. They sell a highly advertised brand at lesser price, and so a lesser margin. It builds up repeat sales for distributors. Soft drink called 7UP created market by an effective advertising campaign.The words ‘normal is boring’ and ‘fido dido’ still linger in our memories.
•
Advertising renders invaluable help in launching new products. It has been proved time and again.PROMISE was launched successfully against Colgate’s monopoly of this market, thanks to imaginative advertising. Recently. BABOOL has repeated history. Even Vicco Vajrandnti became
established as a herbal product of‘ayurvedic jadibuti’
and ‘kudrat ka anmol khazana’ by advertising.
Role (Benefits)
•
Advertising benefits the customers. They come to know about the products and product information.They get the information about the product availability.
•
Advertising makes mass distribution possible.Advertising makes the consumers aspire to higher and higher things in life making this life a saga of continuous struggle to acquire what we don’t have.
It expands the markets.
•
Advertising creates markets for new products. It makes us aware of new uses of old products.Consumer gets post – purchase satisfaction.
Because there is advertising, consumer gets a wide choice. It makes competitive economy possible.
