Prof.

Anup Raj CIMP

Current Brand Knowledge

Communication

Desired Brand Knowledge

Exposure

Attention

Right consumer, right message, right place & right time The creative strategy The ad reflects the understanding Point of difference, point of parity The ad motivates the consumer purchase

Comprehension

Positive Attitude Intention

Behaviour

Advertising Promotions

Event Marketing & sponsorship

Public Relation and Publicity

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

Power of advertising
Increased sales Advertising vs Money off

Communicate with Consumer Persuasion Contribution to Economic Growth

Expand market Develop new market segment

Non- profit objective

Preventive aspect of public health Dissuade drunken driving

Catalyst for Change

Information Brand Image Building Innovation New Product Launch Growth of media Long term and Indirect benefit

Advertising increases the cost of goods Small section of the audience covered by media used may relate with the product May encourage unsound or false values Big advertiser can monopolize the market

Medium
TV Radio Magazines Newspaper Direct Response Interactive Outdoor

Corporate Business Goal Marketing Objective Advertising Objective Advertising Strategy Advertising Planning Formulation of Advertising Programs

Defining the proper positioning to maximize brand equity Identifying the best creative strategy to communicate or convey the desired positioning
Break clutter to attract attention Still deliver the intended message

Define Positioning to establish brand equity

Competitive frame of reference
Nature of competition Target Market

Point of Parity attributes

Necessary Competitive

Point of difference attributes

Desirable Deliverable

Identify Creative Strategy to communicate Positioning concept

Informational(benefit elaboration)
Problem-solution Demonstration Product comparison Testimonial(celebrity)

Transformational (imagery portrayal)

Motivational
Aspirational usage situation Brand personality and value Humor Warmth Music Special effects

Six broad information processing factors

Consumer targeting The ad creative

Consumer understanding
Brand positioning

Consumer motivation
And ad memorability

Low cost per exposure Demonstrating product attributes

Portrays usage imagery, brand personality and other brand intangibles

Advantage

Disadvantage

Mass Coverage & High Reach Low cost per exposure Attention getting

Low selectivity High cost of production and placement Clutter

The aggregate total (the sum) of the ratings is called Gross Rating Points or GRPs. The sum of the ratings of a specific demographic segment may be called Target Audience GRPs or more simply TRPs. The term GRPs is generic and may refer to household GRPs or to specific target segment GRPs.

Reach is the number or percent of different homes or persons exposed

at least once to an advertising schedule over a specific period of time. Reach, then, excludes duplication.

Frequency is the number of times that the average household or person

is exposed to the schedule among those persons reached in the specific period of time.

GRPs, reach, and frequency are mathematically related in the following ways: GRPs = Reach X Frequency Reach = GRPs / Frequency Frequency = GRPs / Reach

Advantage

Disadvantage Audio Only Low attention getting capabilities Clutter

Local coverage Low Cost Low Production Cost Reinforcing medium High Frequency Flexible

Advantage High Information content Longevity Segmentation potential

Disadvantage Long Lead time for ad placement Visual only Lack of flexibility

Advantage High coverage Low cost Short lead time Timely

Disadvantage Short Life Clutter Low attention-getting capabilities

Magazines can be highly engaging Passive Medium

Detailed Product Information

Sales Promotions for trial

For Trade For Consumer

Consumer Promotion To change choice, quantity or timing or purchase ( sampling)samples, demonstrations, price offs Trade Promotion- financial incentive to retailer, distributor, display, PoP display, contests, dealer incentives, training programs, trade shows, cooperative advertising,

Advantage

Disadvantage

Product secure distribution Price discrimination Actual product experience Trade maintain full stock

Decreased brand loyalty Decreased quality perception Increased price sensitivity Forward buying and diversion

Event Marketing events related to sports, art, entertainment, social cause etc Why to sponsor ?
To identify with a particular target market/lifestyle To increase awareness/reinforce/enhance image perception

Sponsorship

Selection- event must meet the marketing objective Designing marketing program with sponsorship Measuring- supply side-media coverage, time, space/demand side- tracking, customer survey

PR and Publicity are designed to promote or protect a companys image or its individual product. Publicity is non personal communications such as press release, media interview, press conference, newsletters etc Public relation may also include annual reports, fund raising and membership drive, lobbying etc

Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

Public relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched.

Publicity is more effective than advertising, for several reasons. First, publicity is far more cost-effective than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the media. Second, publicity has greater longevity than advertising. An article about your business will be remembered far longer than an ad.

Coverage Contribution Commonality Complementary

Promotion and advertising

Versatility
For different group of consumer Multiple information provision Broad information provision

Cost

Evaluate communication options Establishing priorities and tradeoffs

Commonality and complementarity will often be inversely related The more various communication options emphasize the same brand attributes or benefit, all else being equal, the less they can effectively emphasize other attributes and benefits Versatility and complementarity will also be inversely related

Executing final design and implementation

IMC Criteria Coverage Breadth Depth Contribution Commonality

TV

Print

Sales Sponsorsh Interactive Promotion ip ++ ++ +++ ++ +++ + +++ ++ +++ + +++ + + +++ +++ +++ +++ +++

+++ + +++ +++

+ ++ +++ ++ +++ ++

Complementa +++ ry Versatility +

Cost

+++

+++

+++

+++

+++