How Software Developers Destroy Business Value.pptx
Ppt on advertising by neha soni
1.
2. Advertising A part of promotion mix
can be define as:
A paid form of
Non personal Communication
From an identified sponsor
Using mass media
To persuade or influence audience
With a unique message.
3. Advertising, can be used to address several broad
objectives including: building product awareness,
creating interest, providing information,
stimulating demand and reinforcing the brand. To
achieve one or more of these objectives,
advertising is used to send a message containing
information about some element of the marketer’s
offerings.
For better understanding here we will discuss
about some basic and broad objectives of
advertising.
4. Product-Related advertising:-
Informative advertising-This advertising figures heavily
in the Introduction stage of a product, where the primary
objective is to build demand.
MOTOROLA Ads for pagers, explaining how to use them
(providing information).
Persuasive advertising- Persuasive Advertising figures
heavily in the Growth Stage of Product Life Cycle, where the
company’s objective is to build selective demand for a
particular brand. Like- AKAI TV ads compared the brand with
6 competitor brands.
5. Reminder advertising- This advertising is highly
important in the mature stage of the product to keep the
consumer thinking about the product.
-Fevicol campaigns act as a reminder form of advertising,
bonding Fevicol with consumers as the strongest Adhesive
Trade Advertising- It can classified into two categories:-
Retail advertising-
Wholesale advertising-
6. Retail advertising- can define as covering all
advertising by store that sell good direct to the
consuming public. Example- In & Out promotional
techniques of retail outlets.
Wholesale advertising- Wholesalers are, generally,
not advertising minded, either for themselves or for
their suppliers. They would benefit from adopting
some of the image making techniques used by
retailers.
7. Area based advertising:- There are three types of
this advertising. They are as follows-
National advertising- This type of advertising is to
encourages the consumer to buy their product wherever they
sold. Advertising that is done in one nation only. Dabur Ads or
Nirma Ads
Global Advertising: Advertising that is carried on for a
company or a product globally. Like- I’m loving it was a
global ad released by McDonalds
Local advertising-Advertising that is carried out in a
particular region or market. Like-BRU and AMRUTANJAN
selected campaign directed towards consumers in South
India.
8. Manipulative advertising:- "limits free and informed
action."It is sort of like convincing customers to purchase
something, but it is based on incorrect or inconclusive
information.
Surrogate advertising:- The advertisement comes with
the same music and punch line as the one for the popular
liquor brand telecast before the ban on liquor advertisements.
Like- “aap, main or Bagpiper". This Bagpiper club soda
advertisement, featuring cine celebrities, is similar to the
earlier one for Bagpiper whisky.
9. Unethical advertising:- Unethical advertising is when you
promise something you cannot deliver.
For Example- In the fitness industry, you advertise that you
guarantee a weight loss of 50 pounds per month with your
program. You cannot possible deliver that to every person
who comes into your gym.
Covert advertising:- Covert advertising is when a product
or brand is embedded in entertainment and media.
For example, in a film, the main character can use an item or
other of a definite brand, as in the movie Minority Report,
where Tom Cruise's character John Anderson owns a phone
with the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo.
10. Brand advertising: This advertising helps in the long-term
build up of a brand.
HLL’s ad’s for LUX ,LIRIL, REXONA.
Classified Advertising: This advertising gives information
dissemination about a sale.
MID-DAY NEWSPAPER or TOI classified section.
Promotional Advertising: This advertising informs an
announcement about a sale.
ADIDAS offering 50% DISCOUNT on sneakers.
11. Advocacy Advertising: This advertising is used to
publicize a particular cause. All the social ads fall into this
category.
Drink, MORE MILK (TV ad by FCB ULKA for NDDB) & AIDS
AWARENESS ADS by Govt.
Negative advertising:- emphasizes on negative
attributes of the competitor’s product instead of
focusing on positive attributes of own products.
exp.- Horlicks Vs. complain, Pepsi Vs Thumps up
12. Puffery advertising:- In these ads superlative degree is
used to create attraction.
Example- Gillette’s punch line. ”The Best a men can get.”
Financial advertising:- Ads taking only about finance
related things. Example- all insurance ads.
Gorilla advertising:- Guerrilla Advertising is an
unconventional way of performing promotional activities.
Usually very funny or subtle, it’s a great way to promote a
business with a low budget and generate buzz. But you’ll
need lots of creativity. Example- guerilla ad
13. Emotional advertising:- Ads directly hit consumer’s
emotions. Example- Airtel’s ad of a little boy with toy phone.
Challenging advertising:- Ads directly or in directly
challenge other company, brand or product. Example-
Boomer gumlairs, “éclairs ka baap” & luminous ad “No.1 here
we come”.
14. Burst advertising:- Ads don’t have any above thing or
sense but creative ads. Example- Amul Macho “ ye to bada
toing hai.”
Silence advertising:- a commercial with little or no
music will be most effective with an elderly audience. If
someone is doing other things while watching T.V. and all of
a sudden they notice there isn't any sound coming out of the
television, their eyes will likely jump up to the television and
it's probably at that moment the person will catch a glimpse
of a company name, or a logo.
15. Spoof advertising:- When we promote our product on
opponent’s ad strategy.
Exp-Thumps up vs. Pepsi, Vodafone Vs. reliance.
Direct advertising:- Aqua sure For demo Call 1800………
16. Advertising, can be used to address several broad
objectives including: building product awareness,
creating interest, providing information,
stimulating demand and reinforcing the brand. To
achieve one or more of these objectives,
advertising is used to send a message containing
information about some element of the marketer’s
offerings.
For better understanding here we will discuss
about some basic and broad objectives of
advertising.
17. To inform: This type of advertising is heavily used in the
pioneering stage of a product category, where the aim is to
build primary demand.
Ujala commercial, where the ad talks about how different it is
from the age old “neel” by talking about its solution contents
and showing how different your clothes look when washed
with Ujala.
To Persuade: when the product is in the competitive stage,
where the company’s objective is to build selective demand
for a particular brand.
Whirlpool ice magic positions itself as being a quick icemaker
and was the first one of its kind to use this as a marketing
platform.
18. The advertisers are therefore, concerned with their
impact on consumer awareness and attitude. The
communication effect on sales may be presented in
the following figure:-
Communication Effect on Sales
Awareness
Attitude
Trial
Satisfaction
Purchases or repurchase
