SETTING OBJECTIVES Message and Appeal to the target

SETTING OBJECTIVES Message and Appeal to the target audience

THE 5 M’s OF ADVERTISING 1. MISSION Sales goals Advertising objectives

THE 5 M’s OF ADVERTISING MONEY Factors to consider Stage in P L C Market share Consumer base Competition Clutter Ad frequency 2.

THE 5 M’s OF ADVERTISING 3. MESSAGE Message generation Message selection and evaluation Message execution Social responsibility review

THE 5 M’s OF ADVERTISING 4. MEDIA Reach, Frequency, Impact Types Vehicles Timing Geographical allocation

THE 5 M’s OF ADVERTISING 5. MEASUREMENT Communication impact Sales impact

SETTING THE OBJECTIVES An advertising objective is a specific communication task with a specific achievement level to be achieved with a specific audience in a specific period of time

SETTING THE OBJECTIVES 1. 2. 3. 4. Inform Persuade Remind Reinforce

SETTING THE OBJECTIVES 1. INFORMATIVE ADVERTISING Create brand awareness Knowledge of new products Features of existing products Ensuring brand attitudes

SETTING THE OBJECTIVES 2. PERSUASIVE ADVERTISING Create: Liking / Preference / Conviction / Purchase desire Comparative advertising often used “UJALA” fabric whitener “SUBHIKSHA” supermarket: price, range, etc

SETTING THE OBJECTIVES 3. REMINDER ADVERTISING Expensive Cola ads

SETTING THE OBJECTIVES 4. REINFORCEMENT ADVERTISING Automobile ads showing satisfied buyers

BUDGET DECISIONS Five factors to consider

1. STAGE IN PLC INSTITUTIONAL ADS PRODUCT ADS SPL PROMOTIONS CLEARANC ES

2. MARKET SHARE & CONSUMER BASE Existing Market Share is inversely proportional to spend Expanding Market Share is directly proportional to spend

3. COMPETITION & CLUTTER Large number of competitors, with high spending will demand higher “hearing” expenditure Simple clutter will also create the need for heavier outlays

4. ADVERTISING FREQUENCY Needed Repetitions will obviously increase spends

5. PRODUCT SUBSTITUABILITY Ads need to create the differential image

DEVELOPING THE CAMPAIGN Communication is an art and a science

MESSAGE STRATEGY WHAT is being conveyed? CREATIVE STRATEGY HOW are the claims expressed?

MESSAGE GENERATION List of POP gets longer and longer Advertisers look for the “Big Idea” Marketer provides the creative brief Advertiser prepares the positioning statement Technology reduces cost of alternative themes Latest approach is “open sourcing” since costs are lowered Insight is the key

CREATIVE EXECUTION Target market? Communication objectives? Creative theme? Message strategy?

CREATIVE EXECUTION 1. 2. 3. 4. 5. 6. 7. 8. Is the message clear? Can you tell what the Ad is all about? Is the benefit in the headline? Does the illustration support the headline? Does the first line of the copy support or explain the headline / illustration? Is the Ad easy to read? Is the product easily identified? Is the brand / sponsor easily identified?

MEDIA TYPE PROFILE MEDIUM NEWSPAPERS ADVANTAGES Flexibility Timeliness Good local market coverage Broad acceptance High believability LIMITATIONS Short life Poor reproduction Small “pass-along” audience

MEDIA TYPE PROFILE MEDIUM TELEVISION ADVANTAGES Combines sound, sight, motion Appeals to the senses High attention High reach LIMITATIONS High absolute cost High clutter Fleeting exposure Less audience selectivity

MEDIA TYPE PROFILE MEDIUM DIRECT MAIL ADVANTAGES Audience selectivity Flexibility No direct competition Personalization LIMITATIONS Image of “junk mail” High relative cost

MEDIA TYPE PROFILE MEDIUM RADIO ADVANTAGES LIMITATIONS Mass use Only audio High geographic and Lower attention demographic selectivity Non standard rate structure Fleeting exposure

MEDIA TYPE PROFILE MEDIUM MAGAZINES ADVANTAGES High geographic and demographic selectivity Credibility Prestige High quality reproduction Long life Good “pass along” readership LIMITATIONS Long Ad purchase lead time Some waste circulation No position guarantee

MEDIA TYPE PROFILE MEDIUM HOARDINGS / WALL PAINTINGS ADVANTAGES Flexibility High repeat exposure Low cost Low competition LIMITATIONS Creative Audience selectivity

MEDIA TYPE PROFILE MEDIUM TELEPHONE ADVANTAGES Many users Personal touch LIMITATIONS High cost if employees used

MEDIA TYPE PROFILE MEDIUM INTERNET ADVANTAGES High selectivity Interactive possibilities Relatively low cost LIMITATIONS New media Low users in some countries