Advertising

Advertising creates AIDA i.e.

A - Awareness

I - Interest

D - Desire

A - Action

Form of advertising:

1. Purchased advertising - hoarding, aids on TV, radio etc

2. Owned or Earned advertising - word of mouth, social media

3. Trade fares, B2B fest

Limitation of advertising - one way communication.

Impact of advertising on consumer remembrance

1. Unaided - need prompt

2. Aided - top of mind, remember

Other form of communication are required

1. Trial, demo, etc are further required..

Steps in Advertising:

1. Understand consumer - problems, consumer insights - human/cultural e.g. Cadbury - mental barrier - only child eat chocolate, huge sweet market, kuch metha ho jaaye..

2. Account planning - strategies based on consumer insights, product offering

3. Media planning - demographic, psycho-graphic data...

4. Create advertising - pre-testing of aids

5. Communication Planning: Positioning (brand) -  positioning need to be ... 1.relevant . 2. differentiated 3. crediblity

6. Creative communication & Media strategy - challenge (aid avoidance, attention deficit), operation (logistics, timings, residual impact of aid), complex rate card of media (not fixed rate), beyond traditional advertising - road show

Stages of objectives:

1. business objective

2. marketing objective - familiarity, interest, closing the purchase

3. communication objective - target audience.. diving into heart of them

4. campaign & performance

5. learning & continuous improvement

Agencies:

Creative communication agency

Media Agency

PR agency

Event agency

ROI - budget can divided into above specialized area. Integrated approach are required...

ATL v/s BTL (above the line / below the line)

Integrated Marketing Communication

Measures:

1. How many people watched my advertisement - for TV, radio, newspaper

2. Score of awareness/ interest

3. sales data

Intersection of above "indicates" the performance

Video aids

30 sec interesting video - should not be boring, rational

Vampire video - long duration to suck the blood

Competitor video

Budget:

1. A2S ratio - advertising to sales ratio

 80% budget goes in buying media

Techniques:

laddering.... functional to emotional to higher emotional benefits...

REMP

USP - unique selling proposition