Advertising Sem III Module IV Dr Jayashri Kulkarni

Advertising Sem. III Module IV Dr. Jayashri Kulkarni

Brand Building and Special Purpose Advertising Brand Building: Communication Process, A IDA, Role of advertising in developing Brand Image, Brand Equity, and managing Brand Crisis. Special purpose Advertising: Rural Advertising, Political Advertising, Advocacy. Advertising, Corporate Image Advertising, Green Advertising Trends in Advertising: Media, Ad. spendings, Execution of Ad.

Module 4. 1 Brand Building Brand : Any Name sign, symbol or slogan given to a product/service for it’s distinct identity in Market. e. g. Nirma, Philips, LIC

Communication process Ad. As a mass communication process. Mass Media All elements of communication process

Ad. As a communication process Sender: Advertiser Channel: Media Receiver: Target audience Message: Advertisement Encoding: Branding De-coding: Brand Image, equity Barriers: Language, technical/other problems Feedback: Increase in demand

AIDA Formula for creating and developing effective Advertisement. By E. K. Strong A: Attracting attention I: Arousing Interest D: Creating Desire A: Securing Action i. e. demand

Attracting Attention: Effective media vehicle Glamorous Heavy advertising Bursting strategy Innovation Illustration Slogan Jingles Cartoons/humorous copy Colorful hoardings/posters Good Layout q AIDA

AIDA Arousing Interest: Proper buying motives USP Positioning Actual use of the product Involvement of audience Situations Value based Ad. Festivals/cultural touch q

Creating Desire: Utility Guaranty/warranty Gifts/discounts/offers Reputation Evidences After sale service Money back guaranty q AIDA

AIDA Securing Action i. e. Demand Effective closure Offer for ltd. time Effective headline- e. g. ‘Buy today’ q

Brand Image Mental picture of the Brand/perception of the Brand for the target audiance, consumers. Introduced by David Ogilvy

Role of Adverting in Brand Image Truthful advertising Ethical/value based advertising New ideas Reputed brand personality Sponsoring classic events

Role of Adverting in Brand Image Proper media vehicle Healthy competition Social message Sponsoring Public Utility Services Avoid cheap popularity Reasonable price

Brand Equity Incremental value of the Brand over its physical assets. q Factors: Brand Association Positioning Brand Image Brand Loyalty q

Factors deciding Brand Equity Degree of satisfaction Perceived quality Reputation After Sales Service Brand Ambassador Patent Logo

Brand Crisis q q q q Negative issues about the Brand Reduction in demand of the product Brand reputation affected Negative Brand Image Controversies Complaints Negative messages on social media Legal action against the Brand

out the reason byof appointing Management Branda Committee Crisis Find Corrective action Call back of products Public Relations Campaign Social Media Brand Ambassador for positive message Good media relations Compensation for loss to buyers Personal counsellors

Rural Advertising Illiterate population Less consumption power Consumption pattern- different than Urban population Different life style Image/Role of women

4. 2 Special Purpose Advertising Rural Adverting: Ad. In Villages q Features of rural advertising Large population Wide spread-scattered Diversified population: Language, culture, beliefs Remote areas q

Rural Advertising Features: Traditional media- dance, drama, festivals Media suitable to local culture Sponsoring special events Exhibition, trade fairs Weekly bazars Show n tell strategy-Demonstration Posters, hoardings Local language Mass media like TV, Radio, Internet q

Rural Advertising Strategies: Show N Tell strategy Product Demonstration strategy Participatory strategy Influential person in the village q

Meaning: By political party By political leaders During election In normal course For developing reputation for party/leader q Political Advertising

Political Advertising Media—mass media, local media depending upon target audience Posters, hoardings, hand bills Large in size, bold letters Best wishes, public services Social advertising-awareness Achievements of the party/leader

Advocacy Advertising Corporate advertising Aggressive In controversial situation Pleading for a reason Rectifies the adverse/negative image /thought E. g. noodles Cadbury chocolate advt. , Maggi noodles advt. Mass media Celebrity advertising Convincing Regaining reputation

Corporate Image advertising Institutional advertising Reputation of company/organisation Not of a product/brand Mass media

Corporate Image advertising Ways of developing institutional reputation through advertising R 7 D activity Public service advt. Sponsoring cultural/social events Value based advertising Innovative advertising

Green Advertising for green products Eco friendly products Awareness about eco friendly life style Advertising eco friendly systems Need for the day

Green Advertising Contents: Chemical free input of products VOC –free products: Volatile Organic Compounds Non toxic products Ozone friendly products Biodegradable Recycled/recyclable products Carbon offset claims Renewable claims:

Trends in Advertising Trends in Media Trends in Spending Trends in Agencies Trends in Execution

Trends in Media Convergence: TV and Internet Interactive: e. g. oll free no. Non traditional media: Audience tracking: Unbundling of services: specialised agencies Internet media

Trends in spending T. V. growth : Print media growth Digital media Outdoor media growth Radio growth

Trends in Ad. agencies Global agencies Media buying agencies Niche marketing Less investmen

Trends in execution Live streaming: FB live Partcipation Show N Tell Social media Augmented reality Virtual reality: e. g. pokemon

Questions Explain how Advertising is a communication process? Describe AIDA formula for effective advertising. What do you mean by Brand image? What are the factors responsible to develop brand image? Explain the concept Brand Equity. What are the factors influencing Brand Equity?

Questions—contd… Define, ’ Brand Crisis’. Mention various strategies for managing brand crisis. Write a note on Rural advertising. Write a note on Political advertising. Write a note on Advocacy advertising. Write a note on Corporate image advertising.

Questions…. Contd… Write a note on ‘Pro bono’ advertising. Write a note on Green advertising. Explain various recent trends in Media. What recent trends you observe under Ad Agencies?