Presented by:

Akshara Srivastava
 Any paid form of nonpersonal presentation
 and promotion of ideas, goods, or
 services by an identified sponsor.
 Pervasiveness
 Amplified expression
 Impersonal
 Advertisements are important for:
 Making the products standardized
 Products aimed at large markets
 Easily communicating the features of
product.
 Products high in price
 Products which are new
 Mission
 Money
 Message
 Media
 Measurement
 SETTING THE OBJECTIVE

DECIDING ON THE ADVERTISING BUDGET

DEVELOPING THE ADVERTISING CAMPAIGN

DECIDING ON MEDIA

EVALUATING ADVERTISING EFFECTIVENESS

 Classified according to the aim
 Informative advertising
 Persuasive advertising
 Reminder advertising
 Reinforcement advertising
 Factors to Consider in Setting an
Advertising Budget 
 Stage in the product life cycle 
 Market share and consumer base 
 Competition and clutter 
 Advertising frequency 
 Product substitutability
1.Message generation and evaluation
2.Creative development and execution
3.Social responsibility review.
 Creative Brief 
 Positioning statement
 Key message
 Target market
 Objectives
 Key brand benefits
 Television 
 Advantages
 Reaches broad spectrum of consumers
 Low cost per exposure
 Ability to demonstrate product use
 Ability to portray image and brand personality
 
 Disadvantages
 Brief
 Clutter
 High cost of production
 High cost of placement
 Lack of attention by viewers
 Print Ads 
 Advantages
 Detailed product information
 Ability to communicate user imagery
 Flexibility
 Ability to segment
 
 Disadvantages
 Passive medium
 Clutter
 Unable to demonstrate product use
Radio ads 
 Advantages
 Ads are relatively less expensive to produce and
place
 Flexibility
 Short closing
 
 Disadvantages
 Passive medium
 Lack of visual image
 Unable to demonstrate product use
 Drugs and cosmetics act-1940
 Drugs and magic remedies act 1954
 Advertising code-Advertising standards
council of India
 The monopolies and restrictive trade
practices act-1969
 The consumer protection act-1986
 Reach
 Frequency
 Impact
 Exposure :E = R * F[Gross rating point GRP]
Following variables are considered while
making the choice for media
 Target audience media habit
 Product characteristics
 Message characteristics
 Cost
 In choosing media, the advertiser faces
several problems :
 Macro scheduling
 Micro scheduling
 Buyer turnover
 Purchase frequency
 Forgetting rate
 Communication effect research- called
copy testing. There are three major methods
of pretesting.
 Consumer feedback method
 Portfolio test.
 Laboratory test
Sales-effect research
SHARE OF EXPENDITURE

SHARE OF VOICE

SHARE OF MIND AND HEART

SHARE OF MARKET
 Sales promotion
 communication
 Incentive
 Invitation
 Public relation
 High credibility
 Ability to catch buyer off guard
 Dramatization
 Events and experience
 Relevant
 Involving
 Implicit
 Direct and interactive marketing
 Customized
 Up-to-date
 Interactive
 Word of mouth
 Credible
 Personal
 Timely
 Personal selling
 Personal interaction
 Response
 cultivation
THANK YOU