Objectives of Advertising

• To make immediate sale
• To notify about product availability
• To guide sales force by building awareness of product or service among retailers
• To introduce a new price
• To create a fame for service, reliability, credibility
• To maximize market share
• To modify existing product or service appeals
• To inform about the availability of the product and let customer remain up to date
• To develop international market, if any
• To increase about the frequency of the product usage
• To build brand equity
• To effect impulsive buying action
• To increase the number of target audience

Importance of Advertising

1. Advertising is important for the customers
   Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.
2. Advertising is important for the seller and companies producing the products
   Yes, advertising plays very important role for the producers and the sellers of the products, because
   • Advertising helps increasing sales
   • Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
   • If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
   • Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
   • The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.
3. Advertising is important for the society
   Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.

Advertising

Advertising is paid form of non-personal presentation and promotion of goods, services, ideas, concepts by a sponsor.

It is one of the powerful elements in the mix of promotion. It is known that though advertising is not personal in character, but can create profound influence in persuading prospects to customers.

Types of Advertising:

Television advertising / Music in advertising

The television commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices television networks charge for commercial airtime during popular events. 

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads,Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

New media

Technological development and economic globalization favors the emergence of new communication channels and new techniques of commercial messaging.

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad that typically run in an article section of a newspaper.

Billboard advertising

Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP – Point of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

 Sheltered Outdoor Advertising

This type of advertising opens the possibility of combining outdoor with indoor advertising by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. 

Consumer-generated advertising

This involves getting consumers to generate advertising through blogs, websites, wikis and forums, for some kind of payment.

Aerial advertising

Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.

Sales Promotion

Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the promotional mix are advertising, personal selling, direct marketing and publicity/public relations. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays,premiums, prizes, product samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. 

Sales promotions targeted at retailers and wholesale are called trade sales promotions. 

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Consumer sales promotion techniques:

• Price deal: A temporary reduction in the price, such as 50% off.
• Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards.
• Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.
• Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced below cost in order to stimulate other profitable sales
• Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
• On-shelf couponing: Coupons are present at the shelf where the product is available.
• Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
• On-line couponing: Coupons are available online. Consumers print them out and take them to the store.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game associated with the promoted product.
• Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.
• Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.

Trade sales promotion techniques:

• Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a product.
• Trade contest: A contest to reward retailers that sell the most product.
• Point-of-purchase displays: Used to create the urge of "impulse" buying and selling your product on the spot.
• Training programs: dealer employees are trained in selling the product.
• Push money: also known as "spiffs". An extra commission paid to retail employees to push products.

Brand Management Process

Brand Management Process:

• Identifying/defining your most important customers
• Understanding what motivates your customers and what could cause them to choose your brand over your competitors’ brands
• Carefully selecting a brand position that could provide your organization with marketplace advantages
• Translating that position to a strong and consistent brand identity, including:

             -  Intuitive brand architecture

             -  Strong name and icon 

             -  Tagline that succinctly reinforces brand promise

• Developing brand messaging including an elevator speech
• Educating employees about the brand promise, elevator speech and identity standards and giving them the incentives, tools and training to become effective brand champions
• Developing an integrated launch and ongoing marketing plan
• Reinforcing your brand’s promise at each point of customer contact
• Measuring the ongoing equity of the brand and making adjustments as necessary 

Brand Management Responsibilities 

• Monitor, measure and manage brand equity/strength
• Increase brand awareness, relevant differentiation, value, accessibility and emotional connection
• Develop brand plan
• Monitor progress against brand plan
• Be responsible for results against brand plan
• Drive brand understanding and support throughout the organization
• Champion/drive initiatives that support delivery of the brand promise
• Brand messaging – elevator speech, tagline, campaign themes, proof points, etc.
• Manage the brand architecture
• Maintain brand identity consistency
• Chair the brand identity council/team/board
• Help determine identities for new brands/sub-brands
• Anticipate and accommodate new brand identity needs

Brand Management

Definition- A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market and the company's overall vision.

Or

Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand.

Or

The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trust the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies.

Advertising Campaigns

Advertising campaigns are the groups of advertising messages which are similar in nature. They share same messages and themes placed in different types of medias at some fixed times. The time frames of advertising campaigns are fixed and specifically defined.

Objective of an advertising campaign :

• Inform people about your product
• Convince them to buy the product
• Make your product available to the customers

Process of making an advertising campaign :

1. Research: first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors, etc.
2. Know the target audience: one need to know who are going to buy the product and who should be targeted.
3. Setting the budget: the next step is to set the budget keeping in mind all the factors like media, presentations, paper works, etc which have a role in the process of advertising and the places where there is a need of funds.
4. Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be used, the graphics should be similar or almost similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.
5. Selection of media: the media or number of Medias selected should be the one which will reach the target customers.
6. Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time.
7. Executing the campaign: finally the campaign has to be executed and then the feedback has to be noted.

Mostly used media tools are print media and electronic media. Print media includes newspaper, magazines, pamphlets, banners, and hoardings. Electronic media includes radio, television, e-mails, sending message on mobiles, and telephonic advertising. 

All campaigns do not have fix duration. Some campaigns are seasonal and some run all year round. All campaigns differ in timings. Some advertising campaigns are media based, some are area based, some are product based, and some are objective based.

Advertising Plan

An advertising plan is a basic subset of a marketing plan. It helps a business to establish smaller goals as part of a larger marketing strategy. For example, an advertising plan may be created for a few months to a year, where an overall marketing strategy may aim to corner a portion of the market in 5 years. The plan includes objectives, reports, market research, pitches, media outlets, and a budget. When it is completed, an advertising plan should be a report that can be proposed to a business and also a day-to-day schedule to help you stay on track during an advertising campaign. 

Steps of an advertising Plan:

• Choose the demographics that you want to target. Study the people who are using your business and products now and the people you want to attract. Include some data of advertising channels that are most often frequented by the target demographics. This data will support your advertising decisions.
• Choose your media channels. You will probably choose a mixture of print publications, online, radio, television and other advertising. After establishing the type of advertising, you should list the businesses or places that you believe will best fit your demographic and goals. List any options that you have negotiated and decided upon.
• Choose your creative strategies. Usually a graphic designer, voice or acting talent and other creative strategies are designed. In some cases, you will need to come up with an advertising pitch that you believe will promote your goals. Choose your talent, or make a plan for choosing it as the publication or air date draws closer.
• Create a calendar. Using a spreadsheet or calendar program make a weekly and monthly plan that helps you achieve your advertising goals.
• Create a budget. This should list all your advertising options, their cost, who you pay and any other expenses.

Steps of an Advertising Campaign

1. Market research: Before you even start thinking about where you might want to place an ad or even what it could look like, it’s important to do at least some basic research. Even if you aren’t in a position to bring in an expensive research firm, you can ask your current customers questions about why they come back to you, as well as taking a close look at your target demographic’s needs and interests.
2. Budgeting: Your business probably has a set advertising budget for the year — but how do you divvy it up between your various advertising projects? For each project you’re planning, you need to be clear on just how much money you’re willing to spend. You’ll almost certainly change exactly how you divide it between costs like copy writing and design, but you can treat the overall amount as set in stone. Write it down and put it in your project folder.
3. Setting goals: The aims you have in mind for a particular advertising project need to be written down ahead of time. While it’s good to be ambitious, it’s also important to decide what constitutes a successful advertising campaign for your business. Sales can be the simplest metric: if you’re advertising a particular product, how many units will you need to sell to pay for that campaign?
4. Advertising venue: The website, tv station, newspaper, radio station, magazine or other advertising venue you place your ad with is a crucial decision. You’ll need to look at not only the cost of your preferred venues but also whether they reach your target demographic. Ad buys can make up a significant portion of your budget. Deciding on where you will place your ads first tells you how much money you’ll have left over for actually creating your ad.
5. Choosing creatives: Unless you’re planning to write, shoot and design every part of your ad, you’ll probaably need to bring in some help. Finding the right freelancers for each aspect requires checking through portfolios and rates — if you can find a business or freelancer who can handle all aspects of creating your ad, even if that means subcontracting, it can save you a lot of time. You’ll also want to make sure that you find any talent you’ll need for your ad (voice actors for radio, models for photography and so on).
6. Design and wording: While you may not have a lot of actual writing and designing to do for your ad, during the creation process you will need to review and sign off on different stages of the project. When starting with a new designer or other creative, make sure that you both know any expectations for timelines and progress checks.
7. Placing the ad: Once you have a finished ad in hand, it’s time to actually place it with your preferred advertising venue. You may have a few contracts to sign and a check to hand over. You’ll also want to make sure you actually see your ad once it’s run — from a newspaper, for instance, you’ll want to see the tear sheets of pages containing your ad.
8. Evaluation: Depending on your ad, how you evaluate it can vary. If it included a coupon, for instance, you can simply count how many customers brought in the coupon. For other ads, you may be simply comparing sales before, during and after your advertising campaign. Spend as much time on analyzing how your advertising campaign worked as you can. That information can point you to more effective uses of advertising in the future.