Advertising Campaign

Uma Kanjilal

Promotional Mix
It is the combination of individual promotional tools selected by the marketer to promote a particular product.

Tools for promotional mix

Advertising Personal selling Sales promotion Publicity and public relation Direct marketing

Advertising

Any paid form of non-personal communication link, initiated by an identified marketer, to establish or continue exchange relationship with customers and other stakeholders.

Advantages of Advertising

Low cost per target audience reach Repetition of message Dramatization of company and its products for creating impact Build up long-term image

Disadvantages of Advertising

High absolute cost Difficult to evaluate effectiveness Persuasive value less compared to other personal promotional tools

Types of Advertising

Product Advertising- focuses on goods and services Institutional advertising- focuses on the organization, generating a particular image or concept

Individual Advertising Categories

Pioneering advertising- to introduce a new product or brand Reminder advertising- keeps the name of the marketer in front of the target market Competitive advertising- stressing superiority of one product over the other Comparative advertising- superiority over the competing brand Advocacy advertising- to communicate marketers position on an issue Public service advertising- ads by government or other non-profit organizations on social issues.

Advertising process

Review internal/external strategies and plans Identify target audience Set advertising objectives and budget Develop creative approach Conduct advertising research Selecting media Producing advertising Evaluation

Personal selling

Interpersonal communication process used to identify prospects, determine needs, present product information, gain commitment and follow up after sales to maintain customer relationship.

Personal selling types

Telephone selling Technical selling- providing technical support Missionary (pioneer) selling- providing details about the product Retail selling

Methods of Personal Selling

Field sales- sales calls made at customers home or business locations Over the counter sales- sales at retail or wholesale locations when customers visit there Telemarketing- contact through telephone

Advantages of Personal Selling

Two way communication with target audience Immediate feedback Flexibility in responding to individual customer needs Customer relationship building

Disadvantages

Cost per customer contact high People dependent method

Sales promotion

Communication of any intermittent and/or short-term incentive that enhances the basic value of a product, to encourage channel members and sales people to market it and customer to buy it.

Categories of Sales promotion

Consumer sales promotion- range of promotional incentives that marketers offer to ultimate consumers to encourage purchases Trade sales promotion- promotional incentives offered by marketers to wholesalers, retailers and other value chain partners for supporting certain products

Types of consumer sales promotion

Coupons- a document that allows customer to buy a product at a specific discount Samples- goods or service offered free or at a very low price to encourage the customer the experience its benefits Sweepstakes and contests- these are ways to attract new customers premium- item of value offered free or at a low price to customers to buy or try a particular product.

Types of consumer sales promotion cont.

Price promotion- price reduction offered to every purchaser during a limited period refunds and rebates- these method the marketer encourages the customer to take a risk. Full or partial refunds are made if they are not satisfied Displays- in-store displays and point-of-purchase displays are set up in retail outlets to grab customer attention.

Trade sales promotion

Trade allowances- off-invoice allowance, extra allotments for buying a minimum quantity are some of the methods used to wholesalers and retailers. Incentives and contests- push money (cash awards) to sales persons for selling certain products, contests in B2B marketing to whip up enthusiasm for a certain product

Marketing communication strategies cont.

Step 4- Identify competitive consumer

benefit (key benefit that makes the product better than competing brand) Step 5- Communicate the truth of the benefit (product attributes, consumer perception supported, believable messages) Step 5-Convey the brand personality (decide on the tone and personality that differentiates the product from others

Marketing communication strategies cont.

Step 6- Develop communication objectives (state what consumers should know and feel and what they are expected to do after they are exposed to the message Step 7- Plan consumer contact points (know when and where the consumer will be most receptive to the message)

Strategic advertising research

Target audience analysis- who the audience are, their characteristics, and their consumption and media habits Message research- concept testing, copy testing Media audience research- broadcast audience measurement, print audience measurement

Marketing research and advertising planning process

Message creation Planning Message delivery
Marketing Research Inputs (situation analysis) Product research Consumer research Market research Competitive analysis Strategic Advertising Research Target audience Message research Media research Evaluative Advertising Research Message post testing Effectiveness of message Effectiveness of media
Source: Advertising principles/ Bergh and Katz

Planning

Research decisions
1.
2. 3. 4.

5.

Should research be done? What is the research objective? What research design will provide best solutions? What data collection methods to be adopted? What conclusions to arrive at with analyzed research data?

Strategic planning for advertising and marketing communication

Determining objectives or outcomes expected developing strategies that are plans for accomplishing the set objectives

Adverting and marketing communications objectives

Selecting a target market- market segmentation (undifferentiated, differentiated or concentrated market segmentation strategies) Setting objectives

Criteria for setting objectives

Identify unit responsibility Link objectives State output not input Establish a time frame Set realistic objectives Include result per objective Make objective specific and measurable

Media planning process

Advertising factors - Budgeting - Competitive activity - Media usage - Message types/ approaches - Organization - Research - Target audience

Media planning factors - competitive spending analysis - Geographic distribution - Media goals - Media mix - Seasonality - Target audience - Timing