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  • Advertising: - by Deepanshu Agarwal

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    DeepanshuAgarwal
    11 vizualizări7 pagini
    Advertising involves paid, non-personal promotion of ideas, goods, or services through mass media by an identified sponsor. There are three main types - Above the Line focuses on mass markets through TV and radio; Below the Line targets specific groups through outdoor ads; and Through the Line combines both. Advertising goals can be to inform, persuade, or remind consumers. Key players include advertisers, agencies, audiences, and media channels. Factors like target audience, media habits, product characteristics, message, and costs must be considered when choosing advertising modes.

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    marketing and advertising concept

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    Advertising Deepanshu

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    Advertising involves paid, non-personal promotion of ideas, goods, or services through mass media by an identified sponsor. There are three main types - Above the Line focuses on mass markets through TV and radio; Below the Line targets specific groups through outdoor ads; and Through the Line combines both. Advertising goals can be to inform, persuade, or remind consumers. Key players include advertisers, agencies, audiences, and media channels. Factors like target audience, media habits, product characteristics, message, and costs must be considered when choosing advertising modes.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
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    11 vizualizări7 pagini

    Advertising: - by Deepanshu Agarwal

    Încărcat de

    DeepanshuAgarwal
    Advertising involves paid, non-personal promotion of ideas, goods, or services through mass media by an identified sponsor. There are three main types - Above the Line focuses on mass markets through TV and radio; Below the Line targets specific groups through outdoor ads; and Through the Line combines both. Advertising goals can be to inform, persuade, or remind consumers. Key players include advertisers, agencies, audiences, and media channels. Factors like target audience, media habits, product characteristics, message, and costs must be considered when choosing advertising modes.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
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    din 7

    ADVERTISING - BY DEEPANSHU AGARWAL

    WHAT IS
    ADVERTISING?

    • Any paid form of non-personal presentation and promotion of ideas, goods, or services
    by an identified sponsor.
    • It’s a cost-effective way to disseminate messages to build brand preference or educate
    people.
    • Advertising is communicated through various mass media, including traditional media
    such as newspapers, magazines, television, radio, social networking sites etc.
    TYPES OF ADVERTISING

    • Focus at directing the communication towards the mass market


    ATL(Above
    • E.g. Television: Advertising campaigns directed at the regional or national
    the line)
    level

    • More focused and directed towards specific groups of customers


    BTL(Below • Outdoor advertisements: Billboards, fliers, banners, sandwich boards, and so
    the line) on

    • Integrated approach where both ATL and BTL strategies are combined.
    TTL(Through
    • Digital marketing: Online banners and buttons, social media posts, blog
    the line) articles.
    GOALS OF ADVERTISING
    Informative: Create brand awareness, knowledge of new products or
    new features of existing products. E.g. Movies

    Persuasive: Create liking, preference and purchase of a product or


    service. E.g. PolicyBazaar.com

    Reminder: Stimulate repeat purchase of products and services. E.g.


    Maggi, Coca-cola

    Reinforcement: Convince current purchasers that they made the right


    choice. E.g. Automobiles
    COMPONENTS OF ADVERTISING

    • STRATEGY: The strategy is the logic and • EXECUTION: Effective ads are well executed
    planning behind the ad that gives it direction. reflecting the highest production values in the industry.
    • Advertisers develop ads to meet objectives. They • Clients demand the best production the budget
    direct ads to identified audiences. allows.
    • Advertisers create a message that speaks to the
    audience’s concerns and they run ads in the most
    effective media. • MEDIA: Television, Internet, magazines, and other
    media are used to reach a broad audience.
    • CREATIVE IDEA: The central idea grabs the • Deciding how to deliver the message requires
    consumer’s attention and sticks in memory. creativity.
    • Planning strategy require creative problem solving.
    • How you say something and where you say it is just as
    • Placing ads requires creative thinking.
    important as what you say.
    KEY PLAYERS IN ADVERTISING

    ADVERTISER(CLIENT): Uses MEDIA: The channels of communication


    advertising to send out a message about its
    products that carry the message to the audience
    Initiates the advertising effort by identifying a • Are also companies or huge conglomerates
    marketing problem • Mass media advertising can be cost
    Approves audience, plan and budget effective because the costs are spread over
    Hires the advertising agency
    the large number of people the ad reaches
    AGENCY: Has strategic and creative
    expertise, media knowledge, workforce talent, SUPPLIER: Assist advertisers, agencies,
    and negotiating abilities and the media in creating and placing the ads
    AUDIENCE: The desired people for the • Vendor services are often cheaper than
    advertising message those in-house.
    • Advertisers must recognize their target
    audiences and know all about them.
    CHOOSING MODE OF ADVERTISEMENT

    Target Audience • Radio and Television are most effective for reaching teens.
    Media Habits • Lifestyle magazines are good for homemakers.

    Product • Women’s dresses are best shown in color magazines.


    Characteristics • Mobiles and laptops are more attractive on Televisions
    Message • A message announcing a major sale tomorrow will require audio, TV or
    Characteristics internet.
    • Technical messages are suited more for journals and specialised magazines
    • Televisions are quite expensive for some
    Cost • Digital marketing and newspaper ads may be more suitable for small
    revenue firms

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