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1、Introduction to Advertising&Sales Promotion,Bill Bernbach on Persuasion,The truth isnt the truth until people believe you,and they cant believe you if they dont know what youre saying,and they cant know what youre saying if they dont listen to you,and they wont listen to you if youre not interesting
2、,and you wont be interesting unless you say things imaginatively,originally,freshly”.,David Ogilvy on Selling,“In the modern world of business,it is useless to be a creative,original thinker unless you can also sell what you create”.,Agenda,What is Communication?What is Promotional Mix?What is Adver
3、tising?Advertisings EvolutionRoles&FunctionsKey PlayersTypes of AdvertisingCharacteristics of Effective AdvertisingCurrent TrendsWhat is Sales Promotion?,Definition of Communication,Communication refers to the act,by one or more persons,of sending and receiving messages that are distorted by noise,o
4、ccur within a context,have some effect and provide some opportunity for feedback.,Types of communication,Intrapersonal CommunicationYou talk with yourself Interpersonal CommunicationYou talk with others Small Group and Organizational CommunicationYou interact with others,solving problems,developing
5、new ideas,and sharing knowledge and experiences Public Speaking/Communication Through Public Speaking/Communication,others inform and persuade youMass CommunicationThrough Mass Communication you are entertained,informed,and persuaded by the mediator,Noise,Effect,Effect,Source EncoderReceiver Decoder
6、,Messages,Source EncoderReceiver Decoder,Elements of Communication,Channels,Communication Context,All communication takes place in a context that has at least 4 dimensionsPhysicalIt is tangible or concrete environment in which communication takes place.Room,Park etcCulturalCommunicators Rules,Norms,
7、Beliefs and attitudeSocial-psychologicalStatus relationships among the participants,the roles,the cultural rules of the society.TemporalTime of the day as well as time in history when communication takes place,Sources-ReceiversEach person involved in communication is both a Source(or speaker)and a r
8、eceiver(or listener)Source-Receiver Encoding-DecodingEncodingAct of producing message.Example writing or speakingDecodingAct of receiving messages.Example reading or listeningMessagesCommunications messages take many formsWe send and receive messages through any one or any combination of sensory org
9、ans.Verbal oral or writtenNon-verbalother than oral or written,Clothes you wear,the way you talk,shake hands,nod your head,comb your hair,sit and smile-all send messages.,Communication ChannelIt is the medium through which the message passesVocal ChannelSpeak and listenVisual ChannelSeeOlfactory Cha
10、nnelSmell odorsTactile ChannelTouchFeedback MessagesMessages sent back to the speaker reacting to what is said.Verbal and/or non-verbalFeedback has 5 dimensionsPositive or NegativePerson-focused or Message-focusedImmediate or DelayedLow Monitoring(spontaneous and honest)or High Monitoring(saddarati
11、bayan)Supportive or Critical,Feedforward MessagesVerbal and/or non-verbalIt is information you provide before sending your primary messages revealing something about the message to come.Preface of the bookThe opening paragraph of a chapterMovie PreviewsMagazine CoversIntroduction in Public speechesT
12、easer ads,Communication EffectsCommunication has always some effect on one or more persons involved in the communication act.Type of effectsIntellectual or Cognitive EffectsYou may gain knowledge or learn how to analyze,synthesize,or evaluate somethingAffective EffectsYou may acquire or change your
13、attitudes,beliefs,emotions,and feelings.Psychomotor EffectsYou may learn new bodily movements as well as verbal or non-verbal behaviors,NoiseNoise is a disturbance in communication that distorts the message.Noise may bePhysicalOthers talking in the backgroundPsychologicalPreconceived ideasSemantic M
14、isunderstood meanings,The purpose of Communication,5 general purposesTo discoverOne of the major purposes of communication concerns personal discovery.Discover yourselfDiscover others(interpersonal encounters)Discover External worldTo Relate One of our strongest motivations is to establish and maint
15、ain close relationship with others.Make or break Personal relationshipMake or break Social relationship,To helpTherapist,counselors,teachers,parents,and friends who often communicate to helpWe use this function of communication when:We constructively criticizeExpress empathyWork with others to solve
16、 a problemListen attentively and supportively to a public speakerTo PlayWe spend a great of our communication behavior on play.Communication as play includes motives of pleasure,escape and relaxationWe hear comedians and friends largely because it is fun,enjoyable and exciting.To persuadeThe mass me
17、dia exist largely to persuade you to change your attitudes and behaviors,Definition of Marketing,An organizational function and set of processes for creating,communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stake hol
18、ders.,What is Marketing Mix?The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectivesThe major marketing management decisions can be classified in one of the following four categories:Product Price Place(distribution)Promotion
19、 These variables are known as the marketing mix or the 4 Ps of marketing.They are the variables that marketing managers can control in order to best satisfy customers in the target market.,The firm attempts to generate a positive response in the target market by blending these four marketing mix var
20、iables in an optimal manner.ProductThe product is the physical product or service offered to the consumer.In the case of physical products,it also refers to any services or conveniences that are part of the offering.Product decisions include aspects such as function,appearance,packaging,service,warr
21、anty,etc.PricePricing decisions should take into account profit margins and the probable pricing response of competitors.Pricing includes not only the list price,but also discounts,financing,and other options such as leasing.,PlacePlace(or placement)decisions are those associated with channels of di
22、stribution that serve as the means for getting the product to the target customers.The distribution system performs transactional,logistical,and facilitating functions.Distribution decisions include market coverage,channel member selection,logistics,and levels of service.PromotionPromotion decisions
23、 are those related to communicating and selling to potential consumers.Since these costs can be large in proportion to the product price,a break-even analysis should be performed when making promotion decisions.It is useful to know the value of a customer in order to determine whether additional cus
24、tomers are worth the cost of acquiring them.,4Ps are marketing tools and communication about these 4Ps i.e.Marketing communication is called promotion and so advertising is marketing communication tool.,Communication activities that inform potential consumers about the existence of goods,services,or
25、 ideas and persuade them to buy,PROMOTION,PROMOTIONAL MIX:The most effective combination,or blend,of the marketing communication channels that a business uses to seen its messages to consumers,THE BEST BLEND,Plays a key role in obtaining and keeping customersEnables businesses to communicate effecti
26、vely with consumersInforms potential consumers about the existence of goods and persuades them to buy,IMPORTANCE OF PROMOTIONAL MIX,Promotion and Promotional Mix,Promotion is persuasive communicationcompanies rely on promotion to inform people about their products and servicescompanies use promotion
27、al techniques to enhance their public image and reputation and persuade people that their products are valuablegoals of promotional activities is summarized by the phrase AIDA,AIDA,Attract Attention to productBuild Interest in productCreate Desire for productAsk for ActionExposureAwarenessKnowledgeP
28、referenceTrialRepurchase,Product Promotion,businesses use product promotion to convince prospects to select its products or services instead of a competitors brandsexplains major features and benefits of the product or service where it is soldadvertise salesintroduce new offerings,product promotion
29、also helps companies foster good relations with existing customers,thereby enhancing their loyalty,Institutional Promotion,used to create a favorable image for a businesshelp the business advocate for changetake a stand on trade or community issues*do not directly sell a product or service these act
30、ivities do foster a favorable image for the company,Promotional Mix,AdvertisingNon-personal Presentation by an Identified SponsorPersonal SellingPersonal Presentations by a Firms Sales ForceSales PromotionShort-term Incentives to Encourage SalesPublic RelationsBuilding Good Relations with Various Pu
31、blics by obtaining Favorable Unpaid PublicityDirect MarketingDirect Communications With Individuals to obtain an Immediate Response,What is Advertising?,OriginLatin root AD VERTERTo turn towardsTo attract attention,Definition,Advertising is a paid,mediated form of communication from an identifiable
32、source,designed to persuade the receiver to take some action,now or in the future,Elaboration,PaidMediated form of communicationIdentifiable sourceDesigned to persuadeThe receiverTake some action,now or in the future,See.Think.Do as 1.,Illustration,PaidMediatedIdentifiable SourceTo persuadeTake acti
33、on,Objectives of Advertising,Provide informationWhat the consumer needs to knowProvide incentives to buyTell them whyReminds and Re-enforcesRepetition,Functions of Advertising,Create awareness of products&brandsProvide product and brand informationCreate brand imagePersuade/Convince peopleProvide in
34、centives to take actionProvide brand reminders Reinforce past purchases&brand experiences,Key Concepts,StrategyMethodology of meeting objectives and addressing the market in the most effective manner.Strategy is the logic and planning that gives the advertisement direction and focusCreative IdeaGrab
35、 your attention and sticks to your memoryCreative ExecutionWhat makes the ad memorable?Effective&Efficient Media UseEffective ads are well executed,that means that details such as photography,setting,printing and production values are all fine-tuned,How,What&Who,When&Where,Advertising Effectiveness,
36、Sound Strategy+Great Creativity=Effective Advertising,Strategy,Creative Idea,Execution,Media,Introduction to Advertising,Evolution of Advertising,Prehistoric EraAge of Print Industrial Revolution&Consumer SocietyModern Advertising EraAge of AgenciesCreative EraAccountability Era,Timelines,Timelines,
37、Timelines,Advertising in Pakistan,1947 to 1950sFew foreign-based agenciesPress only available mediumStunted growth of commerce&industryPress ads from 50s1960s onwardsRadio Pakistan launched commercial servicesState-owned PTV launched in Lahore in 19641979 PIA Ad1980sStrict censor laws on broadcast m
38、ediaMemorable Pakistani TV Ads,Advertising in Pakistan,2000 onwardsPEMRA issued licenses to several satellite channelsAdspend increasing 25%annually(2007)Consumerism on the rise,Roles of Advertising,MarketingCommunicationEconomicSocietal,Marketing&Communication Role,Marketing MixMass communicate tot
39、o connect buyers&sellers,Economic Role,Economy grows Advertising flourishes2 perspectives on how advertising creates economic impactInformational rolePersuasion role,Societal Role,Adds to our Aesthetic senseNew products and informationHelps us create self-image&express ourselves through the things w
40、e use/wearHas both negative&positive effects,Types of Advertising,Key Players,Advertiser/ClientAdvertising AgencyMediaVendors/SuppliersRegulatory BodiesTarget Audience,The Advertiser/Client,Roles:Identify marketing&communication needsInitiate advertising effortMake decisions about target audience,bu
41、dget,when to advertiseSelects,evaluates pitch&hires agencyApproves advertising plan(strategy,creative,media),Advertisers/Clients,Types of AdvertisersGovernment vs.PrivateProduct vs.Services vs.IdeasMNC vs.National,The Agency,Why use agency?Strategic&creative expertiseWorkforce talentMedia knowledgeN
42、egotiation with mediaTypes of agencies:Multinational Vs.National Vs.RegionalBig Vs.Medium Vs.SmallNiche agencies,The Agency,Agency-Client relationshipAdvertising department Liaison roleEx:Coca-Cola(SOHO Square),Warid(Synergy),In-house agencyFor more control over brand image/quick resultsEx:Waves,fas
43、hion brands,The Media,Channels of Communication/Media VehiclesNewspaper,magazines,radio,TV station,billboard company,etc.Media-agency relationshipPlanning,buying,negotiating dealsMedia mix,Vendors,Specialized servicesArtists,photographers,film directors,printers,production studios,calligraphers,cons
44、ultants,freelancers,etc.Example:Jami/Saqib Malik(Film director),Khawar Riaz/Qayyum(Photographer),Khawar Jawad(Composer),Regulatory Bodies,PEMRAAPNSPBCPAA,Target Audience,Target audience:Purchaser/Buyer/CustomerConsumer/User Purchase influencersEx:Kellogs target audience is kids and parentsInteractiv
45、e technology allows customizationEx:A shows you books you would like,Awards,Effectiveness AwardsEFFIE Award/Advertising&Marketing Effectiveness(AME)Award/Institute of Practitioners(IPA)AwardCreative AwardsCLIOS/Cannes Lion Award/The NY Art Directors Award Abby Award(India)/Aurora Advertising Awards(
46、Pakistan)Media PlanningAdweeks Media Plan of the Year,Current Trends in Advertising,New Advertising Digital Media(Internet,mobile communications,wireless)Unconventional media&tacticsIMC ApproachUnifying marketing communicationsCreates synergyGlobalizationAdaptation vs.standardization debate,Back,1959 Pakistani newspaper ads,Back,
