Name of Institution

Basics of Advertising
Prof. Mona Chaudhary
Advertising Strategy

1
 Advertising Name of Institution

• Advertising is the act of creating

messages and using different
psychological techniques to persuade
and motivate someone to take action,
most likely to buy a product or service.

2
 Name of Institution

• Advertising has a simple principle

— get people interested in a
product being sold.
• Important part of Promotion mix
• In 1472: The first poster
advertisement was placed on
church doors in London

3
 Name of Institution

1902: Unilever creates the

“longest client-agency
relationship in advertising
history” when it hires J.
Walter Thompson
Company to advertise its
Lifebuoy Soap.

4
 Name of Institution

• 2020: Advertising soars on digital

platforms including social media,
podcasts, pay-per-click (PPC), and
more. Customer data plays a larger
role in advertising targeting
and retargeting. Lastly, a rapid
increase in mobile devices sees a
boost in mobile ads and SMS
marketing.
5
 Name of Institution

• History teaches us that advertising

is an ever-changing concept, just
like shopping habits and how and
where consumers spend their time.

6
 Name of Institution

Why do Companies Advertise

• To raise awareness of your brand
• To drive potential customers to your
business
• To promote sales for both new and
existing products
• To introduce a new product or service
to the market
• To differentiate your product from your
competitors’
7
 Advertisers Name of Institution

• Advertisers are the people at a company who are

responsible for advertising a product or service. They
promote messages about a brand’s products and
services to build public preference for the brand.
• "Advertiser" can also refer to the entity that's paying
for advertising on a billboard, in a magazine, or
through a website or mobile application.
• Advertisers are important because the whole
business of advertising is dependent on them. It’s
the advertiser that incurs the cost of advertisements,
so if they decide it’s not worth running ads, then the
advertisement industry will be in big trouble.
• All advertisers are marketers, but not all marketers
are advertisers.

8
 What is a Strategy Name of Institution

• Strategy can also be defined as “A

general direction set for the
company and its various
components to achieve a desired
state in the future. Strategy results
from the detailed strategic planning
process”

9
 Features of Strategy Name of Institution

1. Strategy is significant because it is not possible to

foresee the future. Without a perfect foresight, the firms
must be ready to deal with the uncertain events which
constitute the business environment.
2. Strategy deals with long term developments rather than
routine operations, i.e. it deals with probability of
innovations or new products, new methods of
productions, or new markets to be developed in future.
3. Strategy is created to take into account the probable
behavior of customers and competitors. Strategies
dealing with employees will predict the employee
behavior.

10
 Advertising Plan Name of Institution

• An advertising plan is a marketing communications effort

that consists of several parts.

• An advertising plan is usually an annual effort to map out a

long-term advertising strategy, which includes determining
what audience(s) you want to target, what specific
message(s) you want to send, how much money you want to
spend, and what results you want.

• After you have these goals in place (strategies), you create

advertising campaigns and ads (tactics) to meet your goals.
11
 Name of Institution

• What is Advertising Plan?

• An advertising plan is a strategy about how a
company is planning to communicate to its
audience. In the plan you define your audience and
the medium to reach out to them. Communication
mediums may include newspaper ads, billboards,
email, social media like Facebook, twitter, linked in,
direct mail such as fliers or postcards.
•

12
 How to write a plan Name of Institution

1. What do we want to achieve through

the plan- Our objectives and goals.

The goal may be to increase the reach or the awareness

of the product or to increase the sales. An
advertising plan need not be very complex but it
should be formal and written to help the client
understand about the approach of the plan.

13
 How to write a plan Name of Institution

2. How will we reach those targets? The

cost, time required, resources will be
discussed.

Message, audience, and budget

14
 Name of Institution

• Budget
• An advertising budget should be prepared
very carefully. Firm should never
overspend on any one platform. Instead
all the platforms should be used for small
promotions and based on the
performance the budget should be
increased. The results take time for any
campaign.
15
 Name of Institution

• Audience
• Depending upon the types of customer
the medium should be used. It is ok to be
present on all platforms but the focus
should be on the one where your
maximum audience is available. Like
whether you have to advertise on
Newspaper or Facebook or Television it
depends upon the audience.
16
 Name of Institution

• Message
• Professional assistance may be helpful.
The ads should be very simple to convey
the message to the common people
without any difficulty. The ads should not
be too wordy and some visual effects
should be included to make it a bit
interesting.
17
 How to write a plan Name of Institution

3. How to measure the results? Measuring

the performance of the plan as per the
targets set.

Criteria, data collection

18
A good advertising Plan
Name of Institution

Essentials

19
 Name of Institution

Get Answers Before You Start

• WHY – primary objectives to be delivered
• WHO – Customer segments to be reach
• WHAT – Core message or proposition to be
delivered
• WHEN – the key moments
• WHERE – the channels, media
• HOW – the delivery techniques

20
 Situation Analysis Name of Institution

• Situation analysis will cover all

marketing components and involve
finding answers to many questions
about the nature and extent of
demand, competition,
environmental factors, product,
costs, distribution, and the skills
and financial resources of the from.

21
 Situation analysis Name of Institution

A review of problems and opportunities

•An advertising message should address a
problem.
•Turn these problems into opportunities to shape
your professional image, correct misinformation,
educate the public and change perceptions.
• Describe how you will use the opportunities.

22
 Advertising Goals Name of Institution

• Advertising goals are what a company

hopes to achieve by conducting an
advertising campaign.
• Companies usually connect advertising
goals to larger company goals such as
increased sales, customers or web traffic.
• Specific, measurable, timeliness ,
flexibility( in case of change in the
environment)

23
 Name of Institution

• A company can usually categorize each

goal into one of the three major
objectives for advertising:
• Informative: Informative advertising
uses proven facts or features to
advertise products or services. A
company might provide a logical
reason why a customer might
purchase a product
24
 Name of Institution

• A company can usually categorize each

goal into one of the three major
objectives for advertising:
• Persuasive: Persuasive advertising is
advertising that strives to convince potential
customers why they may benefit from
engaging with a brand. Persuasive advertising
often appeals to the emotions of the target
audience. The main goal of persuasive ads is
to influence consumers to make a decision.
25
 Name of Institution

• A company can usually categorize each

goal into one of the three major
objectives for advertising:
• Reminder: Reminder advertising, or
retentive advertising, is when a company
engages with existing customers to remind
them about products, services or company
values. Companies may use this advertising
tactic to encourage repeat customers to
continue shopping with them.
26
 What is Copywriting Name of Institution

• Copywriting is the skill of choosing the right words

and technique of arranging them to promote
business, product, service. The selection of words
and its presentation largely depends upon the
media through which it is planned to convey. For
example, depending on whether it is a
newspaper, magazine, hoarding, radio, television,
or internet, the script will vary accordingly.
• However, whatever is the type of media, the
purpose of copywriting is the same i.e. promotion.
Therefore, it should be persuasive enough to be
instantly attention grabbing.
27
Name of Institution

28
 Name of Institution

• Advertising copywriting is essentially the art of

creating written content that accompanies the visual
portion of an advertising campaign. Advertising
copywriting is based on the idea of marketing a
particular product to a specific consumer audience.
Written advertising copy can be found in many
different media types, including:
• Posters
• Television commercials
• Radio advertisements
• Websites
• Brochures
29
 Name of Institution

Good Vs Bad Copywriting

30
 Name of Institution

Determining Advertising Budget

• An advertising budget should be prepared very

carefully.
• Firm should never overspend on any one platform.
• Instead all the platforms should be used for small
promotions and based on the performance the budget
should be increased.
• Strategic relevance of – PLC, Time, Portfolio,
Competitiveness

31
 Media Planning Name of Institution

• Media planning is the process of identifying and

selecting media outlets—mainly websites, TV and radio
stations, magazines and newspapers, and outdoor
placements—in which to place paid advertisements.
• The person responsible for evaluating the many media
options and strategizing campaigns to support a
particular product, service, or brand is called a media
planner. Media planners typically are employed by
advertising agencies.
• A media planner’s job is to develop a coordinated plan
for a particular client’s advertising budget. They decide
where, when, and how often to feature a specific ad.

32