Nature-and-Scope-of-Advertising.pptx

Advertising

1. Nature and Scope of Advertising four features of advertisements A verbal and visual message A sponsor who is identified Delivery through one or more media Payment by the sponsor to the media carrying the message

2. Types of Advertising According to the target audience , advertising may be classified as Consumer advertising Business to Business advertising According to what is being advertisement , advertising may be Product (or Service) Institutional (or Corporate) Product advertising focuses on a particular product or brand. It is subdivided into Direct-action advertising Indirect-action advertising According to the objective sought, advertising may be Primary-demand advertising Selective-demand advertising

3. Before designing an advertising campaign , management must undertake the following : Identify the target audience Establish over-all promotional objectives Determine an over-all promotional theme Defining objectives Establishing a budget Creating a message Selecting media Evaluating effectiveness Developing an advertising campaign Steps in developing an advertising campaign

4. Defining objectives Advertisement are expected to generate attention , be understood , believed, and remembered

5. Establishing a Budget Once a marketing communications budget has been established, it is allocated among the various activities making up the overall marketing communications program.

6. Creating a message Individual advertisements accomplish two things : Get and hold the attention of the intended audience Influence that audience in the desired way Two elements of message Appeal Execution

7. Types of major advertising formats A story line format gives a history of or tells a story about the product Product uses and problem and solutions discuss a product’s uses , attributes, benefits , or availability Slice of life dramatizes a typical setting in which people use the product being advertised. A demonstration illustrates product features or proves some advertised claim Testimonials show a person, usually , a prominent show business or sports figure, endorsing the product advertised. Lifestyle combines scenes or sequences of situations intended to reflect a particular target market’s lifestyle

8. Still life portrays the product in visually attractive settings. Association concentrates on an analogy or other relationships to convey a message Montage blends a number of situations, demonstrations, and other visual effects into one commercial Jingle are musical verses with “memory value”

9. Selecting a media Two factors on developing a media strategy The media which will efficiently get the message to the desired audience The scheduling of these media so as not to bore people with much repetition of the message or make them forget it

10. Media General factors that influence media choice Objectives of the advertisement Audience coverage Requirements of the message Time and location of the buying decision Media cost

11. Characteristics of the major media Newspapers Television Direct mail Radio Magazines Out of home advertising Specialty advertising Emerging media Infomercials Place based media Videos and CD-ROMs World Wide Web

12. S cheduling