advertising of marketing by sohar bakhsh student of g c university Faisalabad

2. Group No. 03
Members Roll No
1. Tayyab 7633 Group Leader (History, Definition)
2. Sumaira 7655 Advantage & Disadvantage
3. Hafiz Irbaz 7674 Kinds (half)
4. Saim Mughal 7697 Kinds (half)
5. Hafiza Pakiza7659 Objectives
6. Arslan Niazi 7691 Advertisement Budget
7. Nawaz 7688 Budget Factor & Method
8. Mubashar 7682 Development Advertisement Strategies
9. Usman 7685 Selecting Media
10. M. Usman 7650 Evaluation of Advertisement
11. Abdullah 7653 Public Relation
12. Ali Goraya 7662 Tools of Public Relation

3. Advertising and Public
Relations
 Advertising
 History
 Advantages & Disadvantages
 Types of advertisement
 Setting Advertising Objectives
 Setting the Advertising Budget
 Factor of Advertisement Budget
 Method of Advertisement Budget
 Developing Advertising Strategy
 Evaluating Advertising
 Public Relations
 The Role and Impact of Public Relations
 Major Public Relations Tools

4. Advertising
Advertising means the bringing the
product into the market for a general
public and increase it sale.
Toinform
Knowledge
Awareness

5. History
 Ago 4000 BC years the roman painted the
wall to announce the gladiator fights.
Phoenicians painted the picture graces
shows to sale castles cosmetics.

6. 3 R’s of Advertisement
 Recruiting new customers
 Retaining loyal customer
 Reducing lost customer

7. Advantages:-
 Reducing per unit cost
 New product
 Increasing sale
 Consumer benefits
 Medea income
 Research
 Good will
 Regular demand
 Improving quality
 Expansion of market

8. Disadvantages
 High pricing
 Economic wastages
 Inflation
 Disappointment
 Misuse
 Burdon on consumer
 Bad results
 Discourage competition

9. Types of advertisement.
Television
Newspaper
Outdoor
Advertisement Radio
Internet
Direct mail
Magazines

10. Setting Advertising Objectives
An advertising objective is a specific
communication task to be
accomplished with a specific
target audience during a specific
time
Objectives are classified by primary
purpose
 Inform
 Persuade
 Remind

11. Informative advertising is used when
introducing a new product category;
the objective is to build primary
demand
Comparative advertising directly or
indirectly compares the brand with one
or more other brands
Persuasive advertising is important with
increased competition to build
selective demand

12. Reminder advertising is important with
mature products to help maintain
customer relationships and keep
customers thinking about the product

13. Advertising Budget
The amount which is set aside from total
budget of company for advertisement
expenses
1. Depends on your money
2. Requirement
3.Target consumer
.

14. Factors of setting advertising budget
1. Stages in the product life cycle.
 New product
 Maturity stage.
2. Impact on Market shares.
 Taking market share.
 Low share brands.
3. Competition and clutter.
 Create image against competitors.
 Know about the strong competitors.

15. 4.Undifferentiated Product.
Soft drinks (Coke and Pepsi)
Laundry detergents (Arial and Surf excel)

16. Methods of advertising
budget
There are commonly five methods use for
advertising budget
1. Inertia Method
 Spend same amount in last year.
2. Competitive Method
 Spending same as our competitors spend.
3. Affordability Method
 Spend as much as we can afford.
 Totally ignore our competitors.
 Also ignore the market situation

17. 4.Percentage of sales
Method
Predetermined percentage of expected sales.
5. Objective and Task
Method
Objectives and tasks that need to be
accomplished.

18. Developing Advertising
Strategy
 Advertising strategy is a campaign
developed to communicate ideas about
products and services to potential
consumers in the hope of convincing
them to buy those products and services.

19. Creating the Advertising
Message
Advertising Strategy consists of two elements.
 Creating advertising messages
 Selecting advertising media

20. Creating the Advertising
Message
A creative strategy focus on what the advertising
message says or communicate and guides the
development of all messages used in the
advertising campaign.
It’s Success depends (Break through the clutter)
 Gain attention
 Powerful communication

21. Break through the Clutter
Madison & Vine Intersection
Madison Avenue Hollywood & Vine
(Largest Advertising Agency) (Entertainment Industry)
Madison & Vine
( Advertising & Entertainment)

22. Elements of a successful
Advertising Message
 Well planned
 More imaginative
 Attractive
 Entertaining
 More beneficial or rewarding for consumer.

23. Effective Advertising Message
Three Basic Key Components are:
Message Creative Message
strategy concept Execution

24. Message strategy
General message communicated to consumers
Purpose:
To get consumer to think about or react to the
product. So the ultimate focus is identifying
customer benefits as advertising appeals.

25. Cont……
Message strategy statements should be
 Plain (simple language)
 Straightforward outlines of benefits
 Positioning points ( wants to stress)

26. Creative concept
Big idea that will bring the message strategy to life in
a distinctive & memorable way.
Creative concept may be:
 visual
 Phrase
 combination of both.

27. Cont…
It'll guide the choice of specific appeals
to be used in advertising campaign.
Advertising appeals should be:
 Meaningful
 Believable
 Distinctive
For Example: wrist watch

28. Message execution
Message execution Turns the big idea into an actual
ad execution. that will capture the Target market’s
attention and interest.
Execution Style:
Best approach, Style, Tone, words & format used for
executing an advertising message.

29. Different Execution Styles
Slice of life Lifestyle Fantasy
Mood or Personality
Musical
image symbol
Technical Scientific
Testimonial
expertise evidence

30. Consumer Generated Messages
Tapping consumers for message ideas or ads.
It includes:
 Searching existing video sites
 Setting up their own sites
 Sponsoring ad-creation contests
 Other promotions

31. Cont….
Benefits:
 Little Expense
 Collect new creative ideas
 Fresh perspective on brand
 Brand value for consumer
 Consumer involvement
 Develop consumer interest in your brand.

32. Selecting Advertising Media
Major steps include:
 Deciding on reach—frequency—impact
 Selecting media vehicles
 Deciding on media timing

33. Selecting Advertising Media
Reach is a measure of the percentage of
people in the target market who are
exposed to the ad campaign during a
given period of time
Frequency is a measure of how many times
the average person in the target market
is exposed to the message
Impact is the qualitative value of a message
exposure through a given medium

34. Selecting Advertising Media
Selecting media vehicles involves decisions
presenting the media effectively and
efficiently to the target customer and
must consider the message’s:
 Impact
 Effectiveness
 Cost

35. Selecting Advertising Media
When deciding on media timing, the
planner must consider:
 Seasonality
 Pattern of the advertising
 Continuity—scheduling within a given
period
 Pulsing—scheduling unevenly within a
given period

36. Evaluating Advertising
Communication effects indicate whether
the ad and media are communicating
the ad message well and should be
tested before or after the ad runs
Sales and profit effects compare past sales
and profits with past expenditures or
through experiments

37. Public Relations
Public relations involves building good
relations with the company’s various
publics by obtaining favorable
publicity, building up a good
corporate image, and handling or
heading off unfavorable rumors,
stories, and events
Public relations is used to promote
product, people, ideas, and activities

38. Public Relations
Public relations department functions
include:
 Press relations or press agency
 Product publicity
 Public affairs
 Lobbying
 Investor relations
 Development

39. Public Relations
Press relations or press agency involves the
creation and placing of newsworthy
information to attract attention to a
person, product, or service
Product publicity involves publicizing
specific products
Public affairs involves building and
maintaining national or local community
relations

40. Public Relations
Lobbying involves building and maintaining
relations with legislators and government
officials to influence legislation and
regulation
Investor relations involves maintaining
relationships with shareholders and others
in the financial community
Development involves public relations with
donors or members of nonprofit
organizations to gain financial or
volunteer support

41. Public Relations
The Role and Impact of
Public Relations
 Lower cost than advertising
 Stronger impact on public awareness
than advertising

42. Major Public Relations Tools
Special Written
News Speeches Internet
events materials
Corporate
Audiovisual Buzz
identity
materials marketing
materials