WHAT IS ADVERTISMENT...pptx

what is advertisement?
what to advertise a product?
How to promote a product?

1. IMC( I ntegrated M arketing Communication): Presenatation topic: Advertisment . DEPT: MGT BBA 5 th Marketing UOH Group members: Arqam zubair F19-0036 Zeeshan F19-0005 Hashir Whaeed Mughal F19-0031 Zainab Bibi F19-0008 Abdullah Javed F19-0015 Chaudhary Hassnat Ali F19-0048 12/8/2021 1

2. What is advertisement? An advertisement is   the promotion of a product, brand or service  in order to attract interest, engagement and sales . 12/8/2021 2

3. Advertising …. Advertising is an important element of the marketing communications mix. A dvertising directs a message at large numbers of people with a single communication. 12/8/2021 3

4. Advertising Media: Advertising media refers to the various media channels through which advertising is done.   Outdoor (Posters or transport) New Media - Mobile devices New Media Internet - websites and search engines Newspapers (Local and National) Television Magazines Radio Cinema Others... 12/8/2021 4

5. Planning for advertising: Advertising agencies and their clients plan for advertising. Any plan should address the following stages: Who is the potential TARGET AUDIENCE of the advert? WHAT do I wish to communicate to this target audience? Why is this message so IMPORTANT to them? What is the BEST MEDIUM for this message to take (see some of the possible media above)? What would be the most appropriate TIMING ? What RESOURCES will the advertising campaign need? How do we CONTROL our advertising and monitor success? 12/8/2021 5

6. Choosing Among Major Media Types: Medium Advantages Limitations Television Good mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses High absolute costs; high clutter; fleeting exposure; less audience selectivity 12/8/2021 6

7. Medium Advantages Limitations Newspapers Flexibility: timeliness; good local market coverage; broad acceptability;        high believability Short life; poor reproduction quality, small pass-along audience The Internet High audience selectivity; flexibility; no ad competition within the same medium; allows personalization. Potentially low impact; the audience controls exposure 12/8/2021 7

8. Medium Advantages Limitations Direct mail High audience selectivity; flexibility; no ad competition within the same medium; allows personalization Relatively high cost per exposure; “junk mail” image Magazines High geographic and demographic selectivity. credibility and prestige high-quality reproduction; long life and good pass-along readership. Long ad purchase lead time; high cost; no guarantee of position Radio Good local acceptance; high geographic and demographic selectivity, low cost. Audio only; fleeting exposure; low attention (“the half-heard” medium); Fragmented audiences Outdoor Flexibility; high repeat exposure; low message competition; good positional selectivity. Little audience selectivity: creative limitations. 12/8/2021 8

9. What is an advertising agency? A firm engaged in providing services of advertisement for clients to create awareness and market for them is known as advertising agency. Example: Adarts Karachi (Pvt.)Limited Add-On-Edge(Pvt.) Limited 12/8/2021 9

10. T wo key categories of advertising: Above-the-line: ATL promotions are generally the mass promotion campaigns. Such campaigns are done basically for brand building, awareness and increasing the brand recall. Example: Best examples are TV, Radio, Print, etc. Below-the-line: BTL promotions are specific or targeted promotions to ensure direct interaction with a specific audience . Example: vouchers, flyers etc. 12/8/2021 10

11. Developing and Managing an Advertising Program: Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Ads can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people. In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions, known as "the five M’s.“ Mission : What are the advertising objectives? Money: How much can be spent ? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated? 12/8/2021 11

12. Setting the Objectives: An advertising goal (or objective) is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or reinforce. 12/8/2021 12

13. Informative advertising : Informative advertising aims to create brand awareness and knowledge of new products or new features of existing products. Example: Haier refrigerator. 12/8/2021 13

14. Persuasive advertising: Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service . Example: N escafe, Shan salt, Arial etc. 12/8/2021 14

15. Reminder advertising : Reminder advertising aims to stimulate repeat purchase of products and services . Example: Coca cola. 12/8/2021 15

16. Reinforcement advertising : Reinforcement advertising aims to convince current purchasers that they made the right choice. Example: Automobile ads often depict satisfied customers enjoying special features of their new car. 12/8/2021 16

17. Deciding on Media and Measuring Effectiveness: After choosing the message, the advertiser's next task is to choose media to carry it. The steps here are deciding on desired reach, frequency, and impact; choosing among major media types; selecting specific media vehicles; deciding on media timing; and deciding on geographical media allocation. Then the results of these decisions need to be evaluated. 12/8/2021 17

18. Deciding on Reach, Frequency, and Impact: Media selection is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience . The next task is to find out how many exposures, E", will produce a level of audience awareness of A'. The effect of exposures on audience awareness depends on the exposures' reach , frequency, and impact : 12/8/2021 18

19. Reach (R). The number of different persons or households exposed to a particular media schedule at least once during a specified time period . Frequency (F). The number of times within the specified time period that an average person or household is exposed to the message . Impact (I). The qualitative value of an exposure through a given medium. 12/8/2021 19

20. Audience awareness will be greater, the higher the exposures' reach, frequency, and impact . Weight number of exposure (WE)= Reach * Frequency * Impact 12/8/2021 20

21. Selecting Specific Vehicles: In making choices, the planner has to rely on measurement services that provide estimates of audience size, composition, and media cost. Audience size has several possible measures : Circulation: The number of physical units carrying the advertising . Audience: The number of people exposed to the vehicle . Effective audience: The number of people with target audience characteristics exposed to the vehicle . Effective ad-exposed audience: The number of people with target audience characteristics who actually saw the ad. 12/8/2021 21

22. Deciding on Media Timing and Allocation: In launching a new product, the advertiser has to choose among continuity, concentration, flighting, and pulsing . Continuity: is achieved by scheduling exposures evenly throughout a given period. Generally, advertisers use continuous advertising in expanding market situations, with frequently purchased items, and in tightly defined buyer categories. Concentration: calls for spending all the advertising dollars in a single period. This makes sense for products with one selling season or holiday. 12/8/2021 22

23. Flighting : calls for advertising for a period, followed by a period with no advertising, followed by a second period of advertising activity. It is used when funding is limited, the purchase cycle is relatively infrequent, and with seasonal items . Pulsing : Is continuous advertising at low-weight levels reinforced periodically by waves of heavier activity. 12/8/2021 23

24. Evaluating Advertising Effectiveness: Good planning and control of advertising depend on measures of advertising effectiveness. Most advertisers try to measure the communication effect of an ad—that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the ad's sales effect . 12/8/2021 24

25. Communication-effect Research: Communication-effect research seeks to determine whether an ad is communicating effectively. Called copy testing, it can be done before an ad is put into media and after it is printed or broadcast . There are three major methods of pretesting. The consumer feedback method asks consumers for their reactions to a proposed ad. They respond to questions such as these : 1. What is the main message you get from this ad ? 2. What do you think they want you to know, believe, or do? 12/8/2021 25

26. 3. How likely is it that this ad will influence you to undertake the action? 4 . What works well in the ad and what works poorly? 5 . How does the ad make you feel? 6 . Where is the best place to reach you with this message ? ----------------------------------------------------------------------------------------------------------- END OF SELIDES 12/8/2021 26

27. That’s All From Our Presentation: If you have any question so kindly let us know we will answer you. 12/8/2021 27

28. Thank you so much. 12/8/2021 28