ADVERTISING A BRAND

To grow your brand, a brand needs to promote or present itself in front of its customers. Brand advertisement nowadays needs to be unique, strong, and capture the heart of the customer. But, what is brand advertising exactly?

Brand advertising is a type of strategy that develops brand recognition, customer loyalty, and builds lasting relationships with clients. The purpose of branding ads is to capture people’s attention, establish a stable positive brand identity, brand credibility, and build awareness.

With more consumers being aware of your brand, the more they trust and stick with you throughout the buyer’s journey. This makes them more likely to take action when they see a performance-based ad (they may even become a loyal customer) in the future.

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1. ADVERTISING A BRAND


ADVERTISING
A BRAND
lia s. Associates

2. ADVERTISING A BRAND
Advertising
Advertising Is an Art… and a Science
Advertising is a marketing communication process that is designed to promote or sell a product, service,
or idea. Typically formulated by the gathering of insight, as derived from brand research, consumer
psychology, mathematics, and many other scientific fields to create effective advertising campaigns.


By conceptualizing and devising an appropriate communication strategy, the advertising concept is then
graphically or contextually visualized, placed upon several Marketing Communication platforms such as
billboards, banners, tv, Web, or a multitude of other facilities according to the goals of the campaign.

3. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media
Positive Negative
Very selective Selected market
Good print quality Can be expensive
Last longer than other
media
Cluttered similar ads in one
magazine
A lot of design flexibility

4. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media
Positive Negative
Local Short life span
Fast Hasty reading
Widespread Poor quality
Specialized

5. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media
Positive Negative
Flexible Cannot be changed quickly
Exclusive No Detail
High-impact medium People have only seconds
to see

6. ADVERTISING A BRAND
Types of Media
Positive Negative
Immediate action Background medium
Ability to combine
national/local campaign
Time constraint
Features segmented
markets
Cannot control audience
Limited info
Becoming obsolete
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media









script example

7. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media
Positive Negative
High Impact Time limit
National/universal High cost
Huge Audience It’s when people go to the
bathroom
Segmentation Competitor: cable TV with
less / no adv.

8. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media
Positive Negative
Always ON Dial-up connection
Personal Attention span is very low
Dynamic Limited to the size of
computer screen
Everyone is connected

9. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media
Positive Negative
Fast Not good for long term
Large coverage, can
support retailers
Retailers can be
demanding
Maintain Customer loyaltyNot good with lack of other
campaign
Measurable

10. ADVERTISING A BRAND
Types of Media
1.Magazine
2.Newspaper
3.Outdoor
4.Radio
5.Television
6.Internet
7.Point of Purchase
8.Alternative Media

11. ADVERTISING A BRAND
MEDIA ADVERTISING

Advertising is not media. Advertising needs media.

12. ADVERTISING A BRAND
ADVERTISING MEDIA
IN DETAIL

13. ADVERTISING A BRAND
THROUGH THE LINE
Through the marketing involves marketers to create marketing
campaigns which include both ATL & BTL strategies.

It refers to 360-degree advertising where campaigns are developed
with the vision of brand building as well as conversions.

ADVERTISING - TTL
("Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing", 2019)

14. ADVERTISING A BRAND
360° MARKETING
Marketing strategies can be planned and carried out with an integrated
approach of using both ATL & BTL advertising mediums to get the maximum
advantage. Most of the marketing campaigns today are TTL campaigns.

ADVERTISING - TTL

15. ADVERTISING A BRAND
DIGITAL MARKETING
Digital marketing is the promotion of brands and marketing of
services and products through a variety of digital media channels,
some internet and others non-internet based

ADVANTAGES:
1.Able to reach enormous audience in a way that is both
cost-effective and measurable
2.Save money and reach more customers than traditional
marketing methods
3.Get to know your audience, allow them to know you personally
can help to create brand loyalty

ADVERTISING - TTL

16. ADVERTISING A BRAND
DIGITAL MARKETING
A. Internet-Based Channel
> SEM
> Pay Per Click
> SEO
> Internet Advertising
> Social Media Marketing


ADVERTISING - TTL

17. ADVERTISING A BRAND
DIGITAL MARKETING
ADVERTISING - TTL

18. ADVERTISING A BRAND
DIGITAL MARKETING
The advertiser can also demand targeted viewers.


ADVERTISING - TTL

19. ADVERTISING A BRAND
DIGITAL MARKETING
B. Non-Internet-Based Channel
> Apps
> Digital display advertising
> Mobile phones


ADVERTISING - TTL

20. ADVERTISING A BRAND
BELOW THE LINE
Consists of very specific, memorable and direct advertising activities
focused on targeted groups of consumers. Below the line marketing
include direct marketing strategies directed to specific target groups
and focused on conversions rather than building the brand.

ADVANTAGES:
1.Extremely Targeted
2.Better ROI
3.Easy Control
4.Tailor-Made


ADVERTISING - BTL
("Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing", 2019)

21. ADVERTISING A BRAND
DIRECT MAIL MARKETING
Direct mails (e-mails, text
messages, etc.) are tailor-made
messages about the brand or
different offers drafted according to
the needs of each customer.


ADVERTISING - BTL

22. ADVERTISING A BRAND
BRAND ACTIVATION
Brand Activation is the art of driving consumer action through brand
interaction and experiences.


ADVERTISING - BTL

23. ADVERTISING A BRAND
SPONSORSHIP
Sponsorship is a partnership with different corporates or events to get
more impressions and is usually carried as a part of brand building
strategies at a BTL level.








ADVERTISING - BTL

24. ADVERTISING A BRAND
ABOVE THE LINE
Advertising activities that are largely non-targeted and have a wide
reach. Above the line marketing includes mass marketing strategies
which are largely untargeted and are focused on building the brand.

Advantages:
1.Wider Reach
2.Better Connect with the audience
3.Brand Building


ADVERTISING - ATL
("Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing", 2019)

25. ADVERTISING A BRAND
OUTDOOR ADVERTISING
Outdoor advertising is usually done in public places and is constantly
on display, have a greater (and more targeted) reach depending on
the locations. BIG. SIMPLE. MEMORABLE.











ADVERTISING - ATL

26. ADVERTISING A BRAND
TELEVISION
TV advertisements have a reach from local, to national, and international
audience & have a better connection with the users as moving images with
audio are preferred over still images or audio alone.









ADVERTISING - ATL

27. ADVERTISING A BRAND
RADIO
Radio has local, national, and international reach just like TV. It has a
good chance to capture the listener’s attention.

ADVERTISING - ATL

28. ADVERTISING A BRAND
PRINT ADVERTISEMENTS
Newspapers have fixed ad-slots that
are used by marketers to inform
customers / prospective customers
about the brand or offers.

Magazines exist in niches and make
it easier for marketers to reach their
niche directly through them.

Posters are highly visible and have
huge impact but they can’t contain a
lot of information.
ADVERTISING - ATL

29. ADVERTISING A BRAND
CINEMA
Cinema audience is in a more receptive frame of mind for viewing
your ad, therefore making it more effective. It can be a cost effective
way of making a big splash with your message to a small but highly
targeted and predisposed audience.





Additional Benefits:
1.Impact
2.Mass Audience
3.Promotional Push
4.Millennials

ADVERTISING - ATL

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lia s. Associates