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Advertising




What is Advertising??

Advertising is any paid form of non – personal presentation and promotion of ideas, goods and services by an identified sponsor.

 When did advertising begin??
It started in ancient times with signs, tongue criers and print.

 Roles of advertising in marketing
4 P’s
It is one of the elements of promotion mix.:-
a. Advertising
b. Personal Selling
c. Publicity
d. Sales promotion


For advertising to be effective:-

a. Good products that meet a perceived need
b. Sales, revenue and profit potential
c. Timing
d. Branding
e. USP
f. Product differentiation
g. Right Price
The Advertising process.




hisham@ideasonic.com





Steps to prepare an ad campaign


Situational Analysis.
Product analysis
Prime Prospect Identification (A prime prospect is the one who has the ability to buy and propensity to consume)
Prime prospect’s problem analysis
Competitive atmosphere and market climate

Creative objectives and strategy
Determine specific copy claims.
Consider various advertising executions
Begin creation of ads and commercials

Media Objective
Media strategy- includes prospect’s identification, timing and creative considerations
Media tactics
Media scheduling

Sales Promotion Plan

Getting the campaign approved

Research post testing



hisham@ideasonic.com



Positioning – Identification, development, and communication of a differentiate advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind

Distinguishing characteristics

Importance
Distinctiveness
Communicability
Superiority
Affordability
Profitability

Positioning Methodologies

By benefits
By price v/s quality
By use
By product user
By product class
Cultural symbol
Competition

Positioning Levels

Industry
Organisation
Product line.
Brand

Positioning Process

Determine the level
Identify the attributes
Locate attributes on positioning map
Evaluate options
Implement.

hisham@ideasonic.com



Tips for a winning headline:-

• Decides whether prospect reads the ad.
• Ads without headline is a capital sin
• Change in headline makes a difference of 10 to 1 in sales.

Ten Tips:-

• Use headlines to flag down your prospect
• Promise your reader a benefit
• Inject news into your headline
• Use emotion or curiosity to be effective
• Brand name n headline helps
• Telegraph your message in plain language
• Negatives make dangerous headlines
• Blind headlines fetch nothing


info@hisham.biz



Tips for Writing Effective Copy:-

• Get straight to the point
• Tell the truth in a fascinating way
• Avoid superlatives, generalizations and platitudes
• Endorsements/Testimonials are effective
• Advice or Service books 75% more readers
• Write copy in your customers language
• Don’t write to win awards; Get Sales results
• Copy is not meant to entertain
• Prospects are looking for information
• Be concise but tell all.


Types of headlines

Content Headlines

Identification Headline
ii. Promise of Benefit
iii. News Headline
iv. Selective Headline.

Form Headlines

Question headline
Command headline
Curiosity headline
Boast headline

Sub Headlines

To explain headline
To complete it
To develop it
To qualify it
To amplify it
For additional appeals
To break lengthy copy.

Body Copy

Believability
Naturalness
Modesty



Steps
Identify buyer problems/desire
Present product as solution
offer benefits and features
Personalize and re-assure prospects
Offer proof of claim
Ask for action.





Brand decisions

AMA definition of a brand:- A name, term, sign symbol or design or combination intended to identify the goods/services of a seller or group of sellers and differentiate them from their competitors

Messages communicated

Attributes
Benefits
Values
Culture
Personality
User.

Brand equity




Name Awareness Brand associations



Brand loyalty Other proprietary brand assets

Enhances Customer Enhances Firms
- Interpretation - Effective marketing
- Confidence in purchase decision - Brand loyalty
- Use satisfaction - Price
Brand extensions
Trade leverage
Competitive advantage


Branding Decision:- Brand or No Brand

Brand Sponsor decision:- National Brand, Store Brand, Licensed Brand

Brand Name Decision:- Individual, Family name, Separate Family Name, Company name and individual name.



Desirable Qualities:
1. Suggest Benefit.
2. Product Action.
3. Easy
4. Distinctive
5. Meaning

Brand strategy:- Line extension, Brand extension, Multi Brands and New Brands.


hisham@ideasonic.com

Media and Media Planning

Factors to be considered for a media plan.:-

Advertising goals
Nature of copy
Budget
Target audience
Distribution, geographic
Reach, frequency or continuity
Schedule timing
Competitor’s media activity
Sales promotion plan
Best Combination


the authour can be contacted at hk4848@gmail.com
or call at 91 98 460 19536