ADVERTISING WHAT IS ADVERTISING ADVERTISING IS An audio

ADVERTISING

WHAT IS ADVERTISING?

ADVERTISING IS… An audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea. Ø The act or practice of calling public attention to one's product, service, need, etc. , especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. : Ø

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EFFECTS OF ADVERTISING TO…

PRICES Some advertised products do cost more than unadvertised products but the vice versa is also true. Ø But if there is more competition in the market for those products, the prices have to come down, for e. g. , canned juices from various brands. Ø Thus some professional like chartered accountants and doctors are not allowed to advertise. Ø But some products do not advertise much, and they don’t need much of it and even their prices are high but they are still the leaders in market as they have their brand name. e. g. , Porsche cars Ø

CONSUMER DEMAND CHOICES Even if the product is heavily advertised, it does not mean that the demand or say consumption rates will also increase. Ø The product has to be different with better quality, and more variety than others. For E. g. , Kellogg’s cornflakes have variety of flavors with different ranges to offer for different age groups and now also for people who want to loose weight thus giving consumers different choices to select from. Ø

BUSINESS CYCLE POSITIVE Ø Advertising no doubt helps in employing more number of people. Ø It increases the pay rolls of people working in this field. Ø It helps collecting more revenues for sellers which they use for betterment of product and services. NEGATIVE Ø But there are some bad effects of advertisements on business cycle also. Ø Sometimes, consumer may find the foreign product better than going for the national brand. Ø This will definitely effect the production which may in turn affect the GDP of the country.

TYPES OF ADVERTISING � � � � � � What Are the Different Types of Advertising? by Neil Kokemuller RELATED ARTICLES Examples of Consumer Advertising Examples of Above-the-Line Advertising Radio Vs. Television Advertising Description of Magazine Ads What Is the Difference Between an Ad & a Commercial? A List of the Types of Print Advertising Advertisers pay for advertising to accomplish a wide array of goals. Ad objectives generally boil down to long-term branding communication or short-term direct response advertising. Branding is about building and maintaining a reputation for your company that distinguishes it in the marketplace. Sales promos are short-term inducements to drive revenue or cash flow. Based on your company's objectives, budget and target audience, you normally advertise through one or more types of media. Calculating your return on investment in dollars is difficult, but you need to establish measurable goals, such as a percentage increase in awareness, to evaluate success. Broadcast Media Television and radio are two traditional broadcast media long used in advertising. Television offers creative opportunities, a dynamic message and wide audience reach. It is typically the most expensive medium to advertise through, though. Because local affiliated stations normally serve a wide local audience, you also have to deal with waste when trying to target a small town marketplace. TV watchers normally have a negative attitude toward commercials and many have DVRs at their fingertips. Radio and TV both have fleeting messages, meaning they disappear once the commercial spot ends. Radio is relatively affordable for small businesses and allows for repetition and frequency. You don't have the visual element of TV and you have to deal with a distracted audience, since most listeners are driving. Print Media Magazines and newspapers are the two traditional print media. Magazines offer a highly selective audience who is generally interested in ads closely related to the topic of the magazine. Visual imagery is also stronger in magazines than newspapers. You have little wasted since magazines are very niche and you can target a narrow customer segment. On the downside, magazines are costly and require long lead times, which limits timely promotions. They also have limited audience reach. Newspapers are very affordable for local businesses and allow you to target a geographic segment if you have a universal product or service. Newspapers are also viewed as a credible medium, which enhances ad acceptance. You can usually get an ad placed within a day or two of purchase. Declining circulation, a short shelf life and limited visual creativity are drawbacks. Support Media Support media include several options for message delivery than normally add to or expand campaigns delivered through more traditional media. Billboards, transits, bus benches, aerial, directories and trade publications are common support media. Each has pros and cons, but collectively, they offer ways to reach a wider audience in a local or regional market or to increase frequency of message exposure to targeted market segments. Direct Marketing Direct marketing is an interactive approach to advertising that has picked up in usage in the early 21 st century. It includes direct mail, email and telemarketing. These are direct response efforts to create an ongoing dialogue or interaction with customers. Weekly or monthly email newsletters, for instance, allow you to keep your brand, products and other messages in front of prospects and customers. Telemarketing is a way to survey customers and offer new products, upgrades or renewals. Direct mail is the most common format of direct marketing where you send mailers or postcards to targeted customers promoting products, deals or promotions. Direct marketing has become more prominent because it allows for ease in tracking customer response rates and helps advertisers better measure return on investment. Product Placement Another newer advertising technique is product placement. This is where you offer compensation to a TV show, movie, video game or theme park to use your product while entertaining audiences. You could pay a TV show, for instance, to depict your product being used and discussed positive in a particular scene. This ad method is a way for companies to integrate ads with entertainment since customers have found ways to avoid messages delivered through more conventional media. Internet The Internet is used by online and offline companies to promote products or services. Banner ads, pop up ads, text ads and paid search placements are common forms. Banner, pop up and text ads are ways to present an image or message on a publisher's website or on a number of websites through a third-party platform like Google's Adwords program. Paid search placements, also known as cost-per-click advertising, is where you bid a certain amount to present your link and text message to users of search engines like Google and Yahoo!

ADVERTISING… ØCOFFEE ØNO TEAR SHAMPOO ØSLIMMING PILLS ØSUNSCREEN

COFFEE As with most products, today’s coffee buyer spends time reading about his or her favorite product online- which is why an online coffee advertising is essential for success. Ø If you are part of the coffee industry, you already know that you have a large number of competitors in the market. Ø We can see many successful coffee companies around like Starbucks and it will be a hard thing for the newcomers or new established coffee company to compete with them as it is being trusted by the market for a long period of time. Ø

WAYS TO MARKET COFFEE LOVERS: Loyalty Program Ø Loyalty programs proliferate like bunnies. Ø It seems everyone from the grocery store to the sandwich shop on the corner has one. Ø Coffee customers expect to be rewarded. Ø Make your program better than the competition's. Ø Instead of every eighth cup of coffee free, makes yours every sixth cup. Ø Another alternative is when the member has bought 20 cups of coffee in one month, the coffee is half price until the end of that month. Ø You might also ask members to rate new coffee flavors and drinks.

WAYS TO MARKET COFFEE LOVERS: Coupons Ø The rationale behind coupons is to attract new customers or bring back customers who haven't been in for awhile. Ø The trick is to avoid irritating your loyal customers, which is exactly what those "for new customers only" coupons do. Ø When you offer coupons, offer them to everyone. Be careful offering coupons and specials online through daily deal sites like Groupon and Living Social. Ø While these offers can attract people to your shop, you'll have to work hard to convert them to regular customers and recoup your investment. Ø When Groupon, for example, sells a customer a coupon, it sends you 50 percent of the purchase price and keeps the other 50 percent.

WAYS TO MARKET COFFEE LOVERS: Events � Tie in the event with a charity for extra exposure and to help a good cause. � Fill a glass jar with coffee beans and ask your customers to guess how many beans are in the jar. � Each guess costs $1 or $5. � The winner gets one free cup of coffee or 1 pound of coffee beans per week, whichever works best for your business. � You could also sponsor a coffee-tasting contest for anyone who prides himself on his coffee knowledge. � Entry fees go to the charity. If your store is big enough, a meet-and-mingle coffee hour for singles brings in coffee lovers who would like to meet new people.

WAYS TO MARKET COFFEE LOVERS: Internet � Drive traffic to your coffee website by guest posting on wellknown coffee-related blogs. � Send samples to owners of the most popular blogs for review. � Take a video of your coffee brewing process and upload it to video platform sites. � Compose an FAQ about coffee that's focused more on coffee aficionados rather than novices, for your coffee lovers. � Offer it in exchange for contact information. � Email the list with news about your coffees, tips and events.

NO-TEAR SHAMPOO Ø No-tear Shampoo or Baby Shampoo is a shampoo formulated for use on infants and young children by means of substituting chemicals which are less irritating to the eyes than those found in regular ones.

NO-TEAR SHAMPOO Functional Claims �Shampoo for infants and young children is formulated so that it is less irritating and usually less prone to produce a stinging or burning sensation if it were to get into the eyes. �For example, Johnson & Johnson advertises Johnson's baby Shampoo under the premise of "No More Tears". This is accomplished by one or more of the following formulation strategies

NO-TEAR SHAMPOO Formulation Strategies: � Dilution, in case product comes in contact with eyes after running off the top of the head with minimal further dilution � Adjusting p. H to that of "non-stress tears", approximately 7, which may be a higher p. H than that of shampoos which are p. H adjusted for skin or hair effects, and lower than that of shampoo made of soap � Use of surfactants which, alone or in combination, are less irritating than those used in other shampoos � Use of nonionic surfactants of the form of polyethoxylated synthetic glycolipids and/or polyethoxylated synthetic monoglycerides, which counteract the eye sting of other surfactants without producing the anesthetizing effect of alkyl polyethoxylates or alkylphenol polyethoxylate

NO-TEAR SHAMPOO How to advertise: �Broadcast Advertising through airing on television’s advertisements.

SLIMMING PILLS/DIET �As it names suggests, these are products that promotes leaner muscle and slimmer figure.

SLIMMING PILLS/DIET Classification �Slimming pill can come in different forms (Lotion, Pills, Tone Serums, Body Scrubs and Cream) �Slimming Pills are classified as (1) those that decrease the blood supply by narrowing the blood vessels; (2) those that abstract water from tissue and (3) those that coagulate the superficial layers of tissue to crest.

SLIMMING PILLS/DIET Effectiveness �Many people claim that some slimming pills are effective. �But if you are considering taking weight loss pills, it is recommended that you consult your doctor.

SLIMMING PILLS/DIET Types of Diet Pills �Prescription drugs-recommended by a doctor �Over-the-counter pills- those that available in the markets without prescription

SLIMMING PILLS/DIET How do they work? �Some ingredients on slimming products have dehydrating effect that tightens skin to reduce cellulite lamps. �Others form barriers on the skin’s surface to promote collagen production and elasticity.

SLIMMING PILLS/DIET How to advertise �Print Advertising through the use of brochures, leaflets, flyers, handouts and point of sale advertising.

SUNSCREEN OR WHITENING LOTION �Sunscreen, also known as sun cream, is a lotion, spray, gel or other topical product that absorbs or reflects some of the sun's ultraviolet (UV) radiation and thus helps protect against sunburn.

SUNSCREEN OR WHITENING LOTION Benefits Ø Sunscreen use can help prevent melanoma and squamous cell carcinoma, two types of skin cancer.

SUNSCREEN OR WHITENING LOTION Active Ingredients: �Organic chemical compounds that absorb ultraviolet light. �Inorganic particulates that reflect, scatter, and absorb UV light (such as titanium dioxide, zinc oxide, or a combination of both). �Organic particulates that mostly absorb UV light like organic chemical compounds, but contain multiple chromophores that reflect and scatter a fraction of light like inorganic particulates. An example is Tinosorb M. The mode of action is about 90% by absorption and 10% by scattering.

SUNSCREEN OR WHITENING LOTION Application � A sunscreen study from 2001 suggests that the best protection is achieved by dividing the SPF number in half and reapplying that many minutes after sun exposure begins. � For example, if the SPF is 30, sunscreen should be reapplied once after 15 minutes of exposure. � Further reapplication is only necessary after activities such as swimming, sweating, or rubbing/wiping.

SUNSCREEN OR WHITENING LOTION Dosage �The dose used in FDA sunscreen testing is 2 mg/cm 2 of exposed skin.

SUNSCREEN OR WHITENING LOTION How to advertise �Broadcast Advertising through airing on television’s advertisements.

QUESTIONS

_ is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea. � 2) - 5) Give the 4 ways to market Coffee Lovers. � 6) These are products that promotes leaner muscle and slimmer figure. � 7)- 11) Slimming pill can come in different forms (Lotion, Pills, Tone Serums, Body Scrubs and Cream) � 12) - 14) in advertising there are effects in_, _ and _. 1) 15) how many product s in advertising that we discuss? 1)