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EVER SINCE I WAS A BABY I AM IN ADVERTISING

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MIT SCHOOL OF BUSINESS 28TH BATCH, III SEMESTER

Prof. N.J.Chavan, ADVERTISING & MEDIA Email- njchavan30@gmail.com Cell No. 9823867623 Room No. 405

PLANNING

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SESS. 1 ADVERTISING-THE CONCEPT

ADVERTISING is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media. ADVERTISING is a tool of marketing that disseminates information about a brand which is aimed at a large number of people at the same time.
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SESS. 1 CONTD.
Non-personal Advertising is ubiquitous. Research possible. Reduces cost per customer. For small ticket items, it is cost effective to do the entire selling job & for large ticket items, it can do a large part of selling. It can not only change the buying decision but also has the power to change the mindset & attitude of people.

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SESS. 1 CONTD.
It reflects the culture of the host country. Advertising can also be used as an effective tool for a social cause. It is effective for spreading information about new technology & inventions. The role of advertising in today's world is not just brand awareness .It also shows us where we stand in the world today.

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SESS. 1 CONTD.


CommunicationSound & sight are the most effective & easily used channels of communication available to advertising. Sound can create theatre of the mind. Sound in the form of words & effects is quite useful to an advertiser to affect a listener. Through sight it is possible to use both words & images effectively. Written messages are more effective for getting across & explaining complex ideas.S

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SESS. 1 CONTD.

a picture is worth a thousand words. Sight can quickly & concisely show the customer what the advertiser wants him to see. An advertiser can put many inconspicuous details into a picture that will affect a customer on the subconscious level. It helps in increasing the customer base thereby trying to increase the demand. It increases usage. Reduces time between purchases. It helps identify products & differentiate them from others.

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SESS. 1 CONTD.
Advertisers talk about their products. Complete information is telling someone everything there is to know about something: what it is, what it looks like, how it works, what are its benefits & drawbacks, etc.. However complete information is difficult to be given in an ad it would require a documentary. Also incomplete information arouses curiosity.

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SESSION 1 CONTD.

Advertising Agency- closes the distance between advertiser & media. They acquire enhanced volumes of sales. They generate awareness about offerings. They can induce trial of a new product or service. They can motivate trade channels. Change perception & create reassurance. Advise & counsel on marketing strategy, advertising & media strategy. Prepare effective & influencing print, outdoor & electronic ads. Help & counsel on collateral designs, sales promotion & other communication tasks.

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SESSION 1 CONTD.

Structurei. Account Executive. ii. Creative team. iii. The Account Planner or Researcher. iv. The media planner & buyer. v. Account Director. vi. The Creative Director. vii. The Media Director. viii. Production house. ix. Release to Media.

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SESSION 1 CONTD.

Chart of Ad agency-

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SESSION 1 CONTD.

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SESSION 2-ADVERTISINGCLASSIFICATION & FUNCTIONS.

Types of Ad Agenciesa. Full service agency- provides full range of both advertising (planning, creating & producing ad campaigns etc.) & non advertising (PR, making corporate identity plans, packaging, organizing fairs, exhibitions,etc.) services. Benefit attracting & holding the very best talents, providing numerous services which may require an interrelated approach & providing an objective examination of concepts from an outside perspective based on wide spread experience.

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SESSION 2-ADVERTISINGCLASSIFICATION & FUNCTIONS. b. A la carte agency-i.e. order according to choice. They specialize in creative concepts, strategy development, media planning, etc. Their services used by small or medium ad agencies which may not be in a position to afford highly paid creative writers or media planners.

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SESSION 2-ADVERTISINGCLASSIFICATION & FUNCTIONS. d. Creative agency- provides writing of copy & design services. e. Media independent agency- offers buying space & time, and may also offer related research & audience measurement data. f. Composite agency- offers both creative & media buying services with accompanying research.
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SESSION 2-ADVERTISINGCLASSIFICATION & FUNCTIONS.

ClassificationA. Audience----a . Target Audience-Consumer, Business, Industrial, Trade, Professional, Agricultural etc..

b. Geographic Area-Local, Regional, National, International. c. Media Used- Print, Newspaper, Magazine, Electronic, Radio, Television, Out-of-home, Outdoor, Transit, Direct mail, etc.. d. Purpose-Product or non product, Commercial or non commercial, primary demand or selective demand, direct action or indirect action.

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SESSION 2-ADVERTISINGCLASSIFICATION & FUNCTIONS.

B. Need---a. Personal ads. b. Appointment ads. c. Product ads. d. Retailer ads. e. Trade ads. f. B-2-B ads. g. Institutional ads. h. Service ads.

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SESSION 2-ADVERTISINGCLASSIFICATION & FUNCTIONS.

a. b. c. d. e. f. g.

Financial ads. NGO ads. Advocacy ads. Generic ads. Comparative ads. Political ads. Surrogate ads. clandestinely
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SESSION 2- FUNCTIONS OF ADVERTISING.

1.

2. 3. 4. 5. 6.

To make the product distinct from other competitors. To communicate information. To goad the users. To expand distribution. To encourage brand preference & loyalty. To reduce the sales cost.

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SESSION 2- FUNCTIONS OF ADVERTISING.

Awareness-interest/inform-decision-action.

Attention-interest-desire-action-- satisfaction.

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SESS. 3 HISTORY & CHANGING SCENARIO

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SESS. 4- IMC
It is a collective term for all the various types of planned messages used to build a brand. For decades most of the emphasis was on advertising; however, the 21st century is seeing a shift: more of the marketing communication tools are being used strategically to complement & reinforcement one another. The concept of IMC is that focusing on customer relationships will result in more sales & profits than focusing only on generating sales transactions.

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SESS. 4- IMC
Advertising, Sales Promotion, Publicity, Personal Selling, Direct Marketing, Event Management, Corporate Communication, Public Relations, Media Relations, Community Relations, Industrial Relations, Government Relations, Employee Relations, Crisis Management, Trade Fairs & Customer Relations.

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SESS. 4- IMC PROCESS MODEL

What differentiates IMC from traditional advertising is that it is an ongoing process that constantly impacts relationships with customers, prospects & other stake holders. It is a fundamental shift in the role & purpose of marketing, from manipulation of the customer to genuine customer involvement: from telling & selling to communicating & sharing of knowledge. IMC is an ongoing process for planning, executing & evaluating brand messages that create customer relationships. The basis of IMC process is ongoing 1-&-2 way communication.

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SESS. 4- IMC BENEFITS

1.

2.

3.

4.

Helps brands differentiate themselves from competitors by being more customer focused It improves accountability because relationships can be tracked in relation to sales and profits. It increases brand trust because emphasis is placed on customer retention rather than on single transaction. It fosters internal coordination & focus.
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SESS. 5 ROLE OF ADVERTISING IN MARKETING. Advertising & Marketing. Advertising & Marketing Mix. Advertising & PLC. Advertising & SWOT Analysis. Advertising & Marketing Plan. Advertising & Ansoffs Expansion Grid. Advertising & Communication Mix.

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SESSION 6 CASE 1 INDIA SHINNING

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SESSION 7-AGENCY CLIENT RELATIONSHIP

Life cycle of Agency-Client relationship has 4 stagesa) Pre-relationship b) Development c) Maintenance d) Termination Each of these stage is unique & affects the longitivity of the partnership.

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SESSION 7-AGENCY CLIENT RELATIONSHIP

i.

ii.

Considerations for Agency selectionCore Competence- is it geared to handle the nature of the clients job, also does it have expertise for BTL &/or ATL elements. Service orientation-geared up for long term association, is the culture identical, compatibility between the agencies core service team & the marketing team of the client.
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SESSION 7-AGENCY CLIENT RELATIONSHIP

iii. Category expertise-prior experience, experience in allied categories. iv. Current portfolio-competitive clossure- cross category insights.

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SESSION 7-AGENCY CLIENT RELATIONSHIP

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SESSION 8 CASE 2 TIL

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SESSION 9 CONSUMER BEHAVIOR

A. Roles played by consumers in the processInitiator- Influencer- Decider- Payer- Buyer- User B. The Buying ProcessNeed Recognition-Information Search-Evaluation of Alternatives-Purchase-Post Purchase Behavior
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SESSION 9 CONSUMER BEHAVIOR

C. Buying Behaviori. Extended Problem Solving. ii. Limited Problem Solving. iii. Habitual Problem Solving. iv. Variety Seeking. v. Household decision-making

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SESSION 9 CONSUMER BEHAVIOR

D.Influences on buying behavior1.Personal Influencesa. Perception- Selective Attention, Selective Distortion, Selective Retention. b. Learning-Classical conditioning, Operant conditioning, Cognitive learning & Vicarious learning. c. Reasoning.
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SESSION 9 CONSUMER BEHAVIOR

d. Motivation- Maslows need hierarchy. e. Belief & Attitude. f. Personality- Lifestyle, Lifecycle. 2. Social Influencesa.Cultural b. Social c. Reference Groups.
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SESSION 9 CONSUMER BEHAVIOR

Customer Loyalty & Profitability. Customer Portfolio Management. Emotional engagement with the customer. Customer Relationship Management. Consumerism.

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SESSION 9 CONSUMER BEHAVIOR

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SESSION 11 MEDIA- CONCEPT & TYPES

Role of Media is not only to deliver but also to connect. To deliver is to take something to a person or place ; to connect means to join together. Myth that media used only for advertising. Another myth is that medias only job is to provide opportunity for message exposure.

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SESSION 11 MEDIA- CONCEPT & TYPES

Touch PointsIntrinsic BRAND Unexpected Customer Initiated Company Created

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SESSION 11 MEDIA- CONCEPT & TYPES

   

Media Fragmentation & Proliferation. Media Clutter. Media people have to work alongside the creative people to develop an ad campaign. The media not only deliver brand messages but can influence brands image because they operate as a created touch point. One of the primary ways in which brands are built is through media exposure which means the number of people who see, read or hear a medium. However media exposure does NOT guarantee message exposure.
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SESSION 11 MEDIA- CONCEPT & TYPES

Media Classification Mass Media & Niche Media.  Addressable media & Interactive Media.

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SESSION 11 MEDIA- CONCEPT & TYPES



Newspapers Strengths Reader education and income Tangible Reader habit, loyalty, involvement Short lead time Low production cost High one-time reach Good for detailed copy Weaknesses Poor reproduction, especially color Decreasing readership Clutter Media waste (mass audience)

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SESSION 11 MEDIA- CONCEPT & TYPES



Magazines Strengths: Audience selectivity Expertise environment High quality reproduction Long life High credibility Weakness Long lead time Low mass reach Costly production Low frequency( weekly,monthly,or quarterly)

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SESSION 11 MEDIA- CONCEPT & TYPES



Television Strength Impact: sight, sound, motion Good builder of reach Local and national Targeted cable channels Weakness Broad audience High production cost Intrusive Message short lived

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SESSION 11 MEDIA- CONCEPT & TYPES



Radio Strength Audience selectivity Theater of the mind Frequency builder Relatively low product cost Weakness Background(low attention) Low reach Sound only Message short-lived

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SESSION 11 MEDIA- CONCEPT & TYPES



Outdoor Strengths Localized Frequency builder Directed signage Weakness Low attention Short exposure time Poor reputation(visual pollution) Zoning restrictions

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SESSION 11 MEDIA- CONCEPT & TYPES



Direct mail Strength Highly selective Can be personalized Demands attention Weakness Clutter/junk-mail perception High cost per message Long lead time

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SESSION 11 MEDIA- CONCEPT & TYPES



Telemarketing Strengths Personalized Real-time interaction Attention getting Measurable result Weakness Costly Ugly image Intrusive

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SESSION 11 MEDIA- CONCEPT & TYPES

Internet Strengths *Mass and addressable *Can be personalized *Extremely low cost *Can be interactive Weakness *Clutter *Limited reach *Limited creative option


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SESSION 12 MEDIA MIX

 

Some conceptsClutter- is of concern because there are so many messages vying for the attention. Fleeting Message-because of increasing demand for a limited amount of broadcast time, commercials are becoming shorter & shorter. Increasing costs are forcing duration to be of 15 to 30 seconds. Zapping-refers to changing channels to avoid commercials.
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SESSION 12 MEDIA MIX



   

Zipping-customers fast forward through a commercial as they play back a previously recorded program. Scheduling Strategy- of 3 types- pulsing, continuity & flighting. Pulsing-alternates between high & low levels of advertising. Continuity-spreads the ad continuously & evenly over the length of the campaign. Flighting-alternates between intense & no advertising.
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SESSION 12 MEDIA MIX

Media Weighing- can be put in terms of Media Reach or Media Frequency.  Media Concentration- media mix decision is influenced by the degree of concentration needed in a plan. - concentrated mm uses fewer media vehicles. - a concentrated mm delivers greater frequency.  Media Environment- compatibility in a media vehicles image & the brands image.

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SESSION 12 MEDIA MIX



Media Scheduling-it is the calendar of advertising plan & is concerned with the timing of insertions of ad in the selected media. Scheduling decision is based on the assumptions regarding how the target audience will respond to the presence or absence of the ad messages with respect to the set ad objectives. Basically there are 3 approaches-continuity, flighting & pulsing.
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SESSION 12 MEDIA MIX

Continuity- placing media through out the year with equal weight in each month. Often used by brands with large budgets & fairly constant sales through out the year. Also when a product is frequently purchased or when the brand decision making process is relatively long, the prospects need continuous reminders.  Flighting- planned messages run in intermittent periods. This makes good sense for products whose sales fluctuate seasonally & also when budgets are limitted.

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SESSION 12 MEDIA MIX



Pulsing- this strategy provides a floor of media support through out the year. It basically combines Continuity & Flighting. Media scheduling can be influenced by types of messages. The lead time available can also influence media scheduling.

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SESSION 12 MEDIA MIX

Media Reach- it refers to a percentage of audience that has had the opportunity to be exposed to a media vehicle within a specified period. It is a widely used media planning measure. However, it is an indication of the opportunity for exposure to a brand; it is not the indicator of how many customers are actually exposed to the brand message. Target Reach is the portion of a vehicles audience that is a brands target market.

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SESSION 12 MEDIA MIX

The percentage that is most cost effective to achieve is the ideal reach. As the number of media exposure increases, the rate of increase in reach diminishes. Best reach for a brand, specially a consumer brand, is where the brand is distributed.

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SESSION 12 MEDIA MIX

Media Frequency-it refers to the average number of times those who are reached have an opportunity to be exposed to a brand message within a specified time period. It can be considered as a result of message duplication. The rate of exposure of a program or the number of times it is exposed is called its frequency.

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SESSION 12 MEDIA MIX



Effective FrequencyThe number of times a message needs to be seen to make an impression or achieve a specific level of awareness. The variables that determine the impact in different brands are many hence effective frequency differs from brand to brand

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MEDIA STRATEGY

Developing a Media PlanMarketing Situation AnalysisDeveloping Media Objectives Identification & Selection of Media Strategy ( Media Mix) Media Strategy Implementation Evaluation Control
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MEDIA STATEGY

Considerations To whom should we advertise, What internal & external factors may influence the media plan/strategy, Where (geographically) & when should we focus our efforts.  Some Indiceso The survey of Buying Power Index (BPI) o The Brand Development Index (BDI) o The Category Development Index (CDI)
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MEDIA STATEGY

1.Market Situation Analysisa. Product Situation Analysis. b. Distribution Situation Analysis. c. Consumer Situation Analysis. d. Competitor Situation Analysis. e. Macro Environmental Factors Situation Analysis.

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MEDIA STATEGY
2. Developing Media Objectives*Designed to lead to achievement of communication & marketing objectives. create 80 % awareness in the target market. create favorable attitude in the 40% of target market. make 15% of the target market purchase the brand

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MEDIA STATEGY
3. Developing Media Strategy-

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