IMC Integrated marketing communication Unit - 1.pptx

IMC

1. Unit - 1 Introduction to Advertisement

2. Unit outline Introduction Functions and Principles Social, Economic and Legal implications Advertisement objectives Advertisement campaigns

3. What’s the Marketing Mix?

4. Marketing mix and Advertising Product Price Place Promotion

5. Product – According to Philip Kotler “A Product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need” . Price – Is the sum that the customer pays in exchange for the product, or to get a service performed. Place – Marketing activities undertaken to make the product or service available to consumers at convenient locations where they are normally expected to shop for such things. Promotion – is the communications from arm of marketing and includes marketing activities used to inform persuade and remind the target market about an organization, its products, services and other activities to build a favorable image.

6. Promotion Mix Promotion mix constitutes the specific group of marketing activities at a given time concerned with the communications aspect with existing or potential consumers and the relevant public. Elements of promotion mix are, Advertising Personal selling Sales promotion Direct marketing Publicity and Public relations

7. What do you know about advertising?

8. Ad Industry in India

9. Advertising Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communications that helps to sell products, services, ideas and images etc.

10. Definition “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” - American Marketing Association. A modern definition , would be: Advertising is paid persuasive communication that uses non personal mass media – as well as other forms of interactive communication – to reach broad audiences to connect an identified sponsor with the target audience.

11. Scope of advertisement

12. Objectives of advertising Introduce a product Introduce a brand Awareness creation Acquire Customers Differentiation Brand Building Positioning Increase sales Increase Profits Create desire Call to action

13. Functions of advertising Builds awareness of products and brands Creates brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchase and brand experiences

14. Benefits of advertising Information Brand image building Innovation Growth of media

15. Principles of advertising Truth : Advertising shall reveal the truth and shall reveal significant facts, the omission of which mislead public. Substantiation : Advertising claims shall be substantiated by evidence in possession of the advertiser and the advertising agency prior to making such claims. Comparisons : Advertising shall refrain from making false, misleading or unsubstantiated statements or claims about a competitor or his products or services Bait advertising : Advertising shall not offer products or services for sale unless such offer constitutes a bonafide effort to sell the advertised products or services and is not a device to switch consumers to other goods or service, usually higher priced.

16. Guarantees and warranties : Advertising of guarantees and warranties shall be explicit, with sufficient information to appraise consumers of their principal terms and limitations or when space or time restrictions preclude such disclosures the advertisement shall clearly reveal where the full text of the guarantee or warranty can be examined before purchase. Price claims : Advertising shall avoid price claims that are false or misleading or savings claims that do not offer provable savings. Testimonials : Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real honest opinion or experience. Taste and decency : Advertising shall be free of statements, illustrations or implications that are offensive to good taste or public decency.

17. Economic ,Social and Legal implications of advertisements

18. Economic issues Effect on the value of products or services – Advertised brands are superior, advertising can add value to a brand in the consumer’s mind. https://thingsinindia.in/indian-toothpaste-brands/ Effect on prices : In case companies stop this expensive advertising products would cost less and would be available at lower prices. Effect on consumer demand and consumer choice: Increases aggregate consumption and stimulate demand for new products. Effects on competition : Smaller firms operating in the market find it difficult to compete against industry leaders.

19. Social issues Social and cultural issue : Advertising is often criticized for its impact on society, values and lifestyles. Materialism – undue importance to material interests and this tendency perhaps lessens the importance of freedom, love and intellectual pursuits of society, which are non material. Stereotyping – ignores differences among individuals and presents a group in an unvarying pattern.

20. Legal issues Advertising Regulatory Bodies Around the World Advertising Standards Council of India (ASCI) Federal Trade Commission for United States Advertising Standards Authority (ASA) for United Kingdom Advertising Standards Authority ASA) for South Africa https://www.scoopwhoop.com/inothernews/indian-advertisements-controversies/

21. About ASCI Was set up in 1985 The Advertising Agencies Association of India, the media owner's association and the Indian Newspapers Society, came together and took the initiative to form the ASCI (the council) The council was voluntary and self-regulatory, registered as a non-profit Company The Council is managed by a Board of Governors consisting of 16 elected members, constituted as follows: 4 from Advertisers 4 from Advertising Agencies 4 from Media and - 4 from Allied Professions like outdoor contractors, audio-visual producers/distributors, consumer researchers, printers, etc.

22. Role of the Advertising Standards Council of India (ASCI) To ensure the truthfulness and honesty of representations and claims made by advertisements To ensure that advertisements are not offensive to generally accepted standards of public decency. To safeguard against the indiscriminate use of advertising for the promotion of products regarded as hazardous to society or to individuals. To ensure that advertisements observe fairness in competition so as to inform the consumer on choices in the marketplace while observing the canons of generally accepted competitive behavior in business https://m.dailyhunt.in/news/india/english/trak+in-epaper-trakin/7+controversial+advertisements+of+2018+which+pushed+the+boundaries+a+bit+too+far-newsid-105203615

23. Laws Governing Media The Press Council Act 1978 Cable Television Network Rules, 1994 Code for Commercial Advertising on Doordarshan and All India Radio Electronic Media Monitoring Centre (EMMC) Norms for Journalist Conduct issued by the Press Council of India Code of Conduct of the News Broadcasters Association

24. Laws Protecting Society and the Consumer Emblems and Names (Prevention of Improper Use) Act, 1950 Young Persons (Harmful Publications) Act, 1956 Companies Act, 1956 / 2013 Standards of Weight & Measures Act, 1976 Indecent Representation of Women (Prohibition) Act, 1986 Consumer Protection Act, 1986 Laws related to intellectual property rights

25. Products and Services Banned From Advertising Tobacco Human Organs Magical Remedies Services for Pre-Natal Determination of Sex Infant formula Prize Chits and Money Circulation Schemes Legal Services Physicians Alcohol (Beer, Wine, and Spirits) Professionals such as Chartered Accountants, Company Secretaries & Cost Accountants Firearms, Weapons, and Ammunition Food Gaming (gambling, games of chance; differentiate between private-sector and "state" lotteries)

26. Advertisement objectives

27. Setting Advertisement Objectives Introduction The objective of advertising is effective communication between the manufacturer and the consumer. Hence, the purpose of advertising is to increase awareness, demand and sales. It is difficult to measure the advertising impact on sales. It would be impossible to peg advertising as being the sole stimulant to boost sales, given that there are many other factors that influence buying. Thus, we must consider the communication objective, which can be achieved by advertising.

28. Sales as an advertising objective

29. Communications objective

30. The advertising pyramid / A simple tool for setting advertising objectives correctly The advertising pyramid is an easy instrument that describes the progressive effect of advertising over the audience. This can be used to set objectives for a single campaign on multiple levels or in time for setting objectives for the entire advertising program.

31. Level 1: Getting awareness If the product or service of the company is new, or after a prior analysis a lack of visibility in the market is determined, it is recommended to set an objective to increase awareness. This means that, the overall goal of the advertising activities should be focused to make a large number of persons from the audience to hear about the products/services of the company. Level 2: Comprehension At this point, much information should be sent to the target market in order for them to get familiar with the product, to understand its purpose, to recognize its image, position and characteristics. Level 3: Conviction The information should be well sent to the target market, so it can believe in the value of the product. This way the product wins a place in the mind of the consumer and on the options buying list.

32. Level 4: Desire A part of the people convinced by the value of the product and about the fact that it suits their needs will end up wanting the product . Level 5: Action After the other steps have been reached, those consumers that identify themselves with the product and need it will eventually buy it. The pyramid works on 3 dimensions: money, time and people. The results need time, especially if the product is one with seasonal demand or an expensive one. With time, if a company is constant with its advertising program, the number of people that know the product increases. The more people understand the product, believe in it and want it, the more will act and buy it.

33. DAGMAR model The DAGMAR model is an acronym for ’Defining advertising goals for measured advertising results’, as expounded in a book by Russell Colley, published in 1961. The book enlists about fifty-two possible objectives of advertising. But one can categorize them into four main stages of communication – namely - awareness, comprehension, conviction and action.

34. Amongst other parameters, the DAGMAR model, also mentions a checklist of advertising objectives: The selling function. Second sale / or buyers who buy the product again. Announcing a new or an improved product. Special offering – price deal, quality, etc. Encourage and prompt the consumer to purchase the product. Set-off any competitor claims. Correct any false impressions about the product. Build the brand and even the trademark. Build customer demand. Establish a reputation. Assist the sales team in increasing sales, opening new avenues, getting prominent sales and display positions, building the morale of the sales team, etc. Sustain the market position

35. Classification of Advertising objectives The objectives of advertising can be broadly classified into – general objectives and specific objectives. General objectives These can be classified into – inform, persuade and reminder advertising

36. Specific objectives Following are some of the specific objectives of advertising: Induce trial.. Intensify usage.. Sustain preference.. Confirm image/Create a reputation/To build the brand.. Change habits.. Build line of acceptance.. To build primary demand.. To introduce/launch a new product.. To introduce a price deal/scheme.. To inform about a product’s availability.. To help sales.. Counter competition

37. Advertising Agency Definition An ad agency is an independent company set up to render specialized services in advertising in particular and in marketing in general. One can term an advertising agency as, “a team of experts and professionals who plan, create, produce, publish and execute advertising campaigns in return for commission paid by the media or fees received from the advertiser”.

38. The Centralized System President Production Finance Marketing Marketing Research Research & Development Human Resources Advertising Sales Product Planning

39. The Decentralized System Sales Promotion Package Design Merchandising Corporate Finance Marketing Services Product Management Marketing Production Research & Development Sales Human Resources Brand Manager Advertising Department Marketing Research

40. Types of Advertising Agency Full Service Agency Full service agency offers its clients a full range of marketing, communications and promotion services including planning, creating the advertisement, performing research and selecting media. A full service agency may also offer non advertising services such as strategic market planning, design of sales promotion, sales training and trade show materials, package design and public relations. http://www.graphic-design-institute.com/blogs/top-10-advertising-agencies-india

41. Full Service Agency Organizational Chart Board of Directors Writers Art Directors President Vice President Creative Services Vice President Account Services Vice President Marketing Services Vice President Management & Finance Print Production Media Sales Promotion Office Management Finance TV Production Account Supervision Research Accounting Traffic Account Executive Personnel

42. In - House Agency The in – house agency as its name implies is owned out right by and operated under the direct supervision of the advertiser. It perform all the creative and media services provided by the traditional full service agency. A major goal in adopting this approach is to reduce the total cost of the advertising. Ex: Usha international has an in-house agency called Goldilocks . Calvin Klein and Benetton use in-house agencies. A Creative Boutique It is an agency that provides only creative services. The client may seek outside creative talent because it believes that an extra creative effort is required or because its own employees do not have sufficient skill in this regard. Ex: singylstroke , brunodanto https://www.scoopwhoop.com/creative-indian-ads/

43. Media Buying Service There are independent companies specialize in the buying of media, particularly radio and TV time. Media buying is a niche service and these agencies are specialized in the analysis and purchase of advertising time and space. The A La Carte Agency A la carte services can be purchased from a full service agency or from an individual firm that specializes only in creative work, media, production, research, or new product development. The two requirements most frequently obtained by a la carte are creative and media services.

44. Special Service Agency (Group) Some agencies focus their efforts only in some selected areas and then become specialists in those areas. There is great multiplicity of firms whose objective is to provide advertisers, advertising agencies and the advertising media with a host of specialized services. These firms collectively are called special service groups and they are by far the least known component of the advertising industry.

45. Internet assignment Chose any one advertising agency and visit its website. From what you find on that site, develop a profile of the agency addressing the following points: 1. What is the agency’s focus, specialty or area of business? What services does it provide its clients? 2. What is the agency’s philosophy of business? 3. How is the agency organized?

46. Advertisement Agencies Selection Factors to be Considered Total Extent of the Agency When an agency operates on a larger scale, it is pretty obvious that it has the financial prowess to hire a good amount of ad professionals. Also, smaller agencies do not have the skill to provide a wide range of services. Number of Clients under the Agencies’ Belt Most agencies have their own website or brochure. You must log on to their website and view the existing clients being handled by the agency, before hiring them to carry out your own work. If the agency has a client on board that deals in the same line of products as yours, it is recommended to avoid the agency in order to avoid the occurrence of repetitive work and exchange of crucial business information with the competitor. Types of Services on offer It is essential to view the types of ad and non-ad based services offered by the agency. Depending on your promotional needs and size or extent, you can hire a small or a large ad agency accordingly. Moreover, certain types of agencies specialize in a particular field such as FMCG advertising while other agencies may specialize in industrial marketing.

47. Creative Talent Possessed by the Agency You must always calculate the number and amount of creative personnel owned by the ad agency, as it forms the basic criteria for selection. Creativity can be calculated on the basis of factors such as quality of personnel, experience, diversity, specialization and so on. Media Contacts possessed by the Agency With the help of adequate media contacts, the agency will be able to accommodate the desired place, date and time required for the promotion of your business. Agencies that closely work with most communication channels such as radio channels, TV channels, publishers, printers and so on are the ones to consider.

48. Agency location and Proximity: It is important to calculate the location of the agency for better communication and contact with the agency. The closer the proximity to the agency, the better convenience, control and involvement with its activities. Methods of payment and compensation It is good to compare the ad rates demanded by different agencies before zeroing in on the perfect one. This is because different agencies charge different amounts and promotional activities are always bound by tight budgets. Total amount of involvement An agency must show complete respect for the client and allow it to take part in the activities, give its feedback and work with the same form time-to-time. Moreover, monthly reports and expenses should be shown by the advertiser on an alternate basis.

49. Endorsement of the Agency Agencies that are endorsed by television, radio and newspapers are the ones that are the most recognizable and this credit is eventually passed on to the clients. These agencies have a specific code of conduct to follow and an image to portray, which makes them the most reliable in the industry. Agency Ranking An agency that works hard to provide results and easy to approach, is the one to consult. Which is why, it is important to research the current market standing held by the agency. Agencies with a higher ranking are more reliable and provide better returns on investment.

50. Advertisement Agencies Remuneration Introduction How much does an idea cost? Putting a price on intellectual capital is one of the biggest puzzle facing agencies and clients. Sometimes it takes a day, other times it takes six months to crack the right idea. So should you pay for the hours spent on the job or for the worth of the idea? And how do you really know if an idea is going to be the one that takes your business to the next level? Should you pay the same for an idea that increases sales by 0.5% as you do for an idea that increases sales by 500%?

51. Why agency remuneration can be a complex negotiation Agency perspective Relationships are fundamental to a successful business partnership, so that agencies often don't want to negotiate too hard. In the case of an existing client, the agency may fear that it they push too hard, they may force the client to put the business out to pitch. As there is a growing squeeze on margins and profitability, winning and keeping clients is seen as paramount. Agencies will work more effectively and productively when they believe they are being fairly remunerated.

52. Client perspective Often the client doesn’t understand the financial structure of an agency. The variety of remuneration methodologies in use can make it confusing. Lack of understanding means that clients are often suspicious about costs. There is continuing pressure from internal management to cut costs. Many clients do not understand the complex process needed to develop a creative idea, or that its value does not simply relate to “man hours”. Negotiation may come at an awkward time - after the agency selection decision has been emotionally made.

53. Guiding Principles for Agency Remuneration Agreements Are simple to understand and easy to administer Clients hire agencies to help create and execute business building advertising ideas and marketing programs. All the supporting processes, including agency remuneration, need to be geared towards that goal. Accordingly, it’s imperative that a remuneration programme be simple and clear enough for all involved to understand and execute. Too much time spent debating the remuneration arrangement can impair results and hurt the relationship. Align client and agency interests and priorities If the agency and client are to achieve superior results and have an outstanding working relationship, it is important that the remuneration system is designed to align the client’s priorities and interests with the success of the agency. Both parties must feel as though they are working towards a common goal.

54. Are fair to both client and agency A frank, open and up-front discussion of both client and agency remuneration expectations, including profit expectations and value to be delivered, is important to avoiding contentious misunderstandings of what is needed from both sides. A mutual understanding of the vernacular employed in individual remuneration arrangements generally makes for longer, more enduring remuneration agreements. Establish clear goals and objectives up front The client and agency should determine and prioritise critical short-term and longer-term goals and objectives, and since no two marketing assignments are the same, there is a broad range of possible objectives that could come into consideration. Once marketing programme objectives are set, the agency and client can hopefully establish clearly defined, measurable, appropriate goals. These goals should be a by product of both the client’s business plan and agreed upon marketing priorities.

55. Remain flexible to accommodate change It is important that remuneration terms remain flexible enough to accommodate significant changes in scope of services, timing of services , mix of employee resources, new products being developed, new and foreign markets, and products with limited or erratic spending. Can be adapted globally With continuing globalization, consideration needs to be given to remuneration arrangements that are adaptable for global use. A global remuneration structure, whether fee or commission based, may need to be adjusted by region to allow for differences in regional cost structures or custom. Are recorded in a ratified client-agency contract A written contract provides reassurance and clarity over time. If there is no clear written agreement then there is no basis for dispute resolution. It is important that all parties understand the contract and the obligations it imposes.

56. COMMONLY USED REMUNERATION METHODS The Commission system The commission system is a type of remuneration based on a percentage of standard gross media and/or mark-up on production spending The Resource Package Fee or Retainer System Resource Package Fees (RPF’s) – also known as Retainer Fees – were developed as an appropriate way to remunerate creative agencies in the period following the splitting out of media planning and buying from creative. Media placement costs and external production costs are typically on-charged to the client at net cost. Fixed fees or Retainers are defined as fees which are agreed in advance to cover a period of activity, normally a year, and are paid monthly. Typically an agency retainer fee arrangement will be based on an agreed detailed scope of service and employee resource plan for the defined period, seeking to reflect the likely workload of the agency. Retainer fees are usually based on agency costs including direct salary cost (employee salaries and related benefits for the employee category / level), an overhead allocation (expressed as a % of direct salary cost), and an appropriate agency profit margin.

57. Variable Fee based on Actual Hours This system is less common in creative agency agreements, but more widely found in other marketing service agreements, e.g. direct marketing, sales promotion and public relations. Fees are based on actual time spent using hourly charge-out rates for employee category levels. The charge-out rate will be calculated to cover the employee’s direct salary cost (employee salary and related benefits for an employee category / level), an overhead allocation (expressed as a % of direct salary cost) and an appropriate agency profit margin. One essential difference: the fee paid is calculated after the event (based upon actual hours worked) rather than in advance (on a pre-negotiated estimate of employee resource). This method is potentially the fairest way of remunerating an agency. Client demands can evolve over the time period, as they almost always do, without either party being penalized.

58. Project fees An alternative to fixed annual fees, are fees that are determined on an individual project basis. This system is usually not suited to longer term arrangements. It is really only relevant for the provision of ad hoc or supplementary services, or for specialist services such as sales promotion. It would be suitable for clients who are keen to work with the agency on projects or ideas which are additional to their main advertising requirements. Sometimes the fee covers the planning and creative process with production or implementation being charged additionally as part of a total project budget. This method should normally attract a higher level of charge than a retainer, as it does not give the agency the security of a notice period or a specific initial tenure.

59. Concept fees A Concept fee is a one-off fee agreed to cover the cost of developing the creative concept for the campaign. It is based on the estimated value of an idea to the client’s business and its anticipated use in an agreed context over a specified time period. Concept fees are sometimes charged when the agency is only required to supply the concept while the implementation of the job is completed elsewhere, e.g. in the case of an Activation or Promotion. Concept Fees, like Project Fees, generally attract a premium rate due to the short-term tenure of the assignment. Usage of the concept outside of the agreed parameters will attract a further fee. Ownership or on a license basis to the client. The purchase or licensing of the concept should be enshrined in a contractual agreement that specifies when, where and how the concept can be used.

60. Licensing fee – payment for copyright and intellectual property rights This differs from the Concept Fee in one important regard. Under a Licensing Agreement the client may choose to pay the agency for concept development at a reduced rate than that paid under the Concept Fee basis and then agrees to pay a License Fee for the finished concept once it has been approved. Conventional contractual arrangements provide for a client to own IPRs in a material it has paid for. The agency retains IPRs until it has been paid for the relevant materials. But this approach assumes a commission or RPF scenario where these rights are bought by the client as part of the overall agreement. Licensing fees highlight the importance of big ideas and concepts by making provision for them to be paid for and used under license. Under such an agreement there will normally be a reduced level of Retainer/ Service fee. Licensing Fees are a common feature of client agreements with digital agencies. The agency may also normally charge royalties if the concept is used for a period longer than the original agreement or outside the geographic area specified in the agreement.

61. Hybrid methods and variations Often the ideal remuneration method in a given situation will be a hybrid of the range of methods described above. Hybrid structures are limited only by the imagination of the parties however these still need to be guided by the principles simple to understand and administer, remain flexible to accommodate change, etc. Examples of variations and hybrids include Retainer with Project Fee for Major New Launch An agency with a long-term client agrees to an annual retainer that excludes a major new product launch. This product launch is quoted on a project fee basis once the scope of the project is fully defined. Discounted Hourly Rates with Copyright / Royalty Fees An agency agrees to develop a range of concepts at a discounted rate on the basis that they will be paid an appropriate copyright / royalty fee on the concepts used.

62. Reduced Commission / Sliding Scale In this instance, a client pays the agency an amount less than 16.5% for less than the “full-service”, based on the volume of business being generated. The effect is to find economies of scale based on increased volume. Volume Rebates These are similar to reduced commissions but entail full-service to an account. This remuneration type works when the client’s media expenditure increases beyond a certain level, without a proportionate increase in agency resource costs. The client recovers an increasing commission rebate as the billing increases. Cost-Plus-Profit The cost-plus-profit system is similar to the hourly rate arrangements, except that the profit factor is negotiated and added to the total annual service cost and usually billed in monthly installments. During the year, or at the end of the year, the fee is adjusted to compensate for any difference between the estimated and actual cost.

63. Advertisement campaigns

64. Advertisement campaigns Definition An  advertising campaign  is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication(IMC). Advertising campaigns appear in different media channels across a specific time frame that often need to be clearly defined. Modern advertising campaigns often combine multiple online and offline channels such as online social media, TV, branded packaging, etc.

65. ADVERTISING CAMPAIGN: TYPES/BASIS Geographical spread: Local market campaign Entire region campaign National campaign Pioneering campaigns: introduce new products Competitive campaigns: emphasise competitive superiority to retain the present market and to expand it either by increasing the products consumption or by wearing the customers away from a competitive brand

66. Advertising Campaign Types The Word Hook The word hook is a repeatable catch phrase from ad to ads . https://www.youtube.com/watch?v=CbNTcvzrpBY https://www.youtube.com/watch?v=Lo0xsZCRp4g The Character Hook A character hook uses a hero, villain, or victim to embody a key attribute of a brand . https://www.youtube.com/watch?v=pWTtEn9pio4 https://www.youtube.com/watch?v=v8DZc2PUUq0 The Repeatable Theme A repeatable theme is a situation that plays out again and again calling out the need for a company's product. https://www.youtube.com/watch?v=vkokEALvdeg Consistent Layout A consistent layout uses a unique, design look and repeats these elements at each touch point. This allows customers to easily identify your company in a blink. The more distinct these elements are from your competitors, the easier it is to stand out from the clutter. https://www.youtube.com/watch?v=eW3yuqFebHs

67. Advertising Strategies Two components Creative strategy: describes what we are going to say (content) & how we are going to say it (style) Media strategy: in which media & at what time message will be put across.

68. Ideal Kids The kids in commercials are often a little older and a little more perfect than the target audience of the ads They are, in other words, role models for what the advertiser wants children in the target audience to think they want to be like. A commercial that is targeting eight year-olds, for instance, will show 11 or 12 year-old models playing with an eight year olds toy. https://www.youtube.com/watch?v=9Bbf1hljZe8 Heart string Commercials often create an emotional ambience that draws you into the advertisement and makes you feel good. https://www.youtube.com/watch?v=UYB3j5X5dGg Amazing Toys Many toy commercials show their toys in life-like fashion, doing incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls cry and spring-loaded missiles hit gorillas dead in the chest. This would be fine if the toys really did these things. https://www.youtube.com/watch?v=V6F2szDteSI

69. Sounds Good Music and other sound effects add to the excitement of commercials. Sound can make toys seem more life-like or less life-like, as in a music video. Either way, they help set the mood advertisers want. https://www.youtube.com/watch?v=SuAe2lziMqI Excitement! Watch the expressions on children's faces. Never a dull moment, never boring. "This toy is the most fun since fried bananas!" they seem to say. How can your child help thinking the toy's great? https://www.youtube.com/watch?v=DuDP1pf2mJA Star Power Sports heroes, movie stars, and teenage heart throbs tell our children what to eat and what to wear. Children listen, not realizing that the star is paid handsomely for the endorsement. https://www.youtube.com/watch?v=n-YiJq4Xj_c

70. Advertising planning Situational analysis Marketing & Promotional strategy Ad objectives Ad strategy Media strategy Creative/ Message strategy Communication objectives Sales objectives

71. Points to be Considered while Planning an Advertising Campaign Identify the problem The budget Pre – testing Target audience Media selection The language The visual and copy Timing and duration Post – testing Effects on sales

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