Advertising Sem III Dr Jayashri Vijay Kulkarni Module

Advertising Sem. III Dr. Jayashri Vijay. Kulkarni

Module 1. 1 ----IMC Integrated Marketing Communication �Concept�Features�Elements�Role of Advertising in IMC-

IMC Concept�Combination of various elements of marketing communication. �Tool for a marketer to influence behaviour of customers. �Positive consumer behaviour for the product/service

IMC-contd. … Features�Effective tool �Process �Several elements �Every element has it’s role �Advertising is an important element.

IMC-contd… Elements – �Advertising �Publicity �Personal selling �Direct Marketing �Exhibitions and Trade fair �Packaging �Sponsorship �Public relations �Sales promotion

IMC-Elements… �Advertising�Paid form �Non personal communication �Sponsor �Paid media �Sales promotion technique �Publicity�Unpaid �Both positive and negative communication �No sponsorship �Not necessarily sales promotion technique

IMC-Elements Personal Selling�Salesmanship �Personal Communication �No media �Ltd. . Coverage Direct marketing�Direct communication to target audience �E. G. Direct mail, yellow pages, just dial

IMC-Elements �Exhibition and Trade Fairs�Out door �Oldest form �At various levels �Various types �Demonstration �Sales Literature �Effective tool

IMC-contd… Packaging�Protective �Attractive �Primary & Secondary �Brand Image Sponsorship�Modern tool �Sponsoring any event �Distinct brand Image

IMC-Elements Public Relations�Liaison �Stake holders-Consumers, suppliers, financers, vendors, govt. officials �Supportive tool Sales promotion�Induces customers and intermediaries �After sale services �Combo /Bondedproducts �Discounts, Offers �Free Samples, Free gifts �Guarantees and warranties

IMC-contd… Role of Advertising in IMC�Advt. as primary, foremost function �Heavy Budget �Long term impact �Most power full tool �Tool for promotion �Tool for brand building

Role of Advertising in IMC �Advertising and Personal Selling �Advertising and Publicity �Advertising and Sponsorship �Advertising and Public relations �Advertising and Sales Promotion �Advertising and Direct Marketing �Advertising and packaging �Advertising and Trade Fairs and Exhibitions

Module 1. 2 Advertising �Advertising is non personal presentation of information through some paid media. �American Marketing Association, “ Any paid form of non personal presentation and promotion of ideas, goods, services by an identified sponsor. ” �It is a creative process. �It involves planning, preparing and placing advertisements in the media to achieve desired result.

Advertising--Features �Process �Creativity as an integral part �Paid form �Non personal presentation �Identified sponsor �Tool for sales promotion �Ideas/goods/services �Is an Art �Is a science �Is a profession �Builds Brand Image �Various objectives �An element in Promotion Mix

Advertising -Functions �Promotion �Awareness �Attraction �Brand Image �Social messages �Gears up market �Reminder �Competitive advantage �Support other elements of promotion mix

Advertising-Evolution �Early Form: Pre- Printing stage �Emergence of printing technology �Emergence of Advertising Agencies �Radio Advertising �TV Advertising �Other forms �Internet Advertising

Evolution Continued �Advertising during Pre- printing Stage a. Trade marks b. Town Criers c. Sign Boards �Advertising on emergence of printing technology: 1440/Johannce Gutenberg a. Handbills— 1477 -William Caxton b. News paper Advertising— 1605 -Germany c. Magazine Advertising- early 1700 s

Evolution Continued �Birth of Ad Agencies: 1 st Ad. Agency 1786 -William Taylor—England 1 st American Ad. Agency 1843 -Volney Palmer �Radio Advertising: Marconi invented around 1900. �T. V. Advertising: Johan L. Baird— 1930 -Commercially viable T. V. �Other Forms—Out door forms

Evolution Continued �Advertising Organisations a. 1914—ABC b. 1917—AAAA, 1947 - AAAI c. 1985—ASCI �Internet Advertising: Electronic /Digital Advertising—late 1990 s Websites, Blogs, Twitter, Mobiles

Advertising—Active Participants �Advertisers �Ad. Agencies �Audience �Media �Ad. Production Houses �Government research Firms �Target Audience �Self regulation bodies

Advertising-Importance/benefits �To Manufacturer �To The Consumers �To the vendors �To the Society

Module 1. 3 Advertising. Classification Area Local Regional National Internati onal Rural Media Target audience Press/Print Broadcastin g Outdoor other Consumer Manufacture r Traders professional Stages in Life Cycle Pioneering Competitive Retentive Functio ns Direct vs. Indirect action Primary Vs. Selective Product Vs.

�What is IMC? Explain its features. 1 Questions –Module �What are the components of IMC? �What is the role of Advertising in IMC? �Define Advertising with its features. �Write a note on evolution of Advertising. �What are various active participants in the process of Advertising? �Describe importance of Advertising.

Questions. . Contd…. �Explain classification of Advertising. �How advertising is classified on the basis of Media? �Distinguish between print media and broadcasting media. �How advertising is classified on the basis of functions? �Distinguish between product advertising and service advertising. �How advertising is classified on the basis of audience? �Distinguish between primary advertising and selective advertising.