Advertising sales promotion and management (ASPM)

it gives you funadamentals on ASPM and how an adverstisement can be framed

1. ADVERTISING PROMOTION
AND SALES

2. Contents:
1.Advertising Introduction
2.Developing the ADVERTISEMENT
3.Market Segmentation, Targeting, and Positioning
4.AIDA (Attention, Interest, Desire, Action)
5.Comparison between traditional and IMC marketing approach
6.Defining IMC
7.Reasons for the Growing Importance of IMC
8.Branding
9.ADVERTISING MANAGEMENT
10.Conclusion
11.References

3. ADVERTISING

4. INTRODUCTION
Advertising is a form of communication for marketing and used to
encourage, persuade or manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to continue or take some new action.
The word advertising comes form the Latin word "advertere” . That means
"to turn the mind toward"
Definition According to American Marketing Association “advertising is any
paid form of non-personal presentation and promotion of ideas, goods and
services by an identified sponsor.
Definition According to American Marketing Association “advertising is any paid form of
non-personal presentation and promotion of ideas, goods and services by an identified
sponsor.

5. MEDIA
-Reach, frequency
-Major media types
-Specific media vehicles
-Media timing
-Geographical media
allocation
Developing the ADVERTISEMENT
MISSION
-sales goods
-advertising objectives
MESSAGE
-Message
generation
-Message evaluation
-Message execution
Measurement
-Communication
-Sales impact
MONEY
-stage of PLC
-market share
-competition
-Advertising
frequency

6. Market Segmentation, Targeting, and
Positioning
•Segmentation is the process of classifying customers into groups which share some
common characteristic
Segmentation is the process of classifying customers into groups which share some
common characteristic
Targeting involves the process of evaluating each segments attractiveness and selecting
one or more segments to enter
Positioning is arranging for a product to occupy a clear, distinctive and desirable place
relative to competing products in the mind of the consumer

7. AIDA (Attention, Interest, Desire, Action)
Attitude Based Decision Process:
Stages Hierarchal steps

8. Comparison between traditional
and IMC marketing approach
Traditional Approach to Marketing Communications :
Contemporary IMC Approach

9. Defining IMC
IMC is a strategic business process used
to plan, develop, execute and evaluate
coordinated, measurable, persuasive
brand communication programs with
consumers, customers, prospects
employees and other relevant external
and internal audiences.
The goal of IMC is to
generate short-term
financial returns and
build long-term brand
value.

10. Reasons for the Growing Importance of IMC

11. Branding
Brand Identity is a
combination of factors:
Name, logo, symbols,
design, packaging, product
or service performance, and
image or associations in the
consumer’s mind.
IMC plays a
major role in the
process of
developing and
sustaining brand
identity and
equity.

12. ADVERTISING MANAGEMENT
ADVERTISING
MANAGEMENT
Developing
STRATEGY
Selecting Media
Setting the
Advertising
BUDGET
Advertising
Effectiveness
Advertising
OBJECTIVES
Defining
advertising
Target

13. ADVERTISING TARGET
The advertising target is the audiences, towards whom the ad targeted.
Sometimes this target encompasses the entire target market.
In other cases it includes only a subset of target market.

14. ADVERTISING OBJECTIVES
The basic objective of advertisement is effective communication b/w producers and
consumers. Some following objectives are:
Preparing ground for new product
Creation of demand
Facing the competition
Creating and enhancing goodwill
Informing the changes to the customers
Neutralizing the competitor’s advertisement

15. ADVERTISING BUDGET
•It’s a component of the total promotion budget, must be allocated among
markets, brands & media.
•Under this system, brands in the introductory stage would receive more funds
than those in the maturity stage.
There is 5 factors are consider for setting the budget
-Product life cycle stage
-Market share & consumer base
-Competition & clutter
-Product substitutability
-Advertising frequency

16. ADVERTISING STRATEGY
1. Selects an appeals 2 Formulates the ad concepts
4. Provides technical direction 3 Develops the ad elements
& production

17. HeadlineC
o
n
t
e
s
:
1
0
signature
Copy
Illustration

18. ADVERTISING MEDIAADVERTISING MEDIA
•In advertising, mass communication channels are called advertising
media, like- newspaper, magazine, radio, TV .etc.
•The major type of advertising media are- print, broadcast, direct,
location.

20. Print media
More information can be communicated more accurately through print
media than others.
The major type of print media are Newspaper, Magazines, Brochures,
Fliers etc.
Newspaper can be classified as daily or weekly with local or national
distribution. Local newspaper are geographically selective & national
newspaper that offer regional edition.
The number of general-interest magazines are declined now days while
the special type of magazines has increased. so, it’s the one of important
vehicle for advertising.
•

21. •MAGAZINES can also be classified by the target group for which the
content is tailored: consumers, business, farmers
.
• consumers magazines range from large circulation , general-interest
magazines & special interest magazines are Readers digest, Times magazines,
India today, Film-fare magazine, Fishing Chimes etc. Business publications include
magazines of broad scope like Fortune & those targeted specific industries.
Farm magazine is a broad interest national magazine.
• most magazines are national & are published monthly.
magazine news paper

22. Broadcast media
•Radio & TV are broadcast media. Whereas advertiser buy space in
print media, they buy time on broadcast media.
Television, the fastest growing medium, also reaches practically all
homes. TV ads generally have the greatest impact because they
stimulate both sight and hearing & advertiser can show their product in
use.

23. Direct advertising media
Marketers try to communicate directly with potential customers when they
use direct advertising media like Direct mail, mail order, and un-mailed direct
media.
Direct mail & mail order, can have a format of any size or shape that is
unbound.
Un-mailed direct , includes Leaflets & Booklets that are distributed door-to-
door or in parking lots.

24. Conclusion
Advertising and promotion has a crucial and key role specially in building new
customers , penetration and embedment of new product/service easily into
market.
Thus study of them is very much essential for successful marketing

25. References :
 Kotler Philip, “THE FRAMEWORK FOR MARKETING MANAGEMENT”, 5
th
Edd. , 2002. India
 William F. Schoell, “MARKETING- CONTEMPORARY CONCEPTS & PRACTICES”,10
th
Edd. , 1990,
Allyn And Bacon, INC. Boston.

26. Thank YOU