Advertising Hasnu

7/30/2019 Advertising Hasnu

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Advertising

Advertising, a form of communicating for marketing purpose which normally is used to encourage or

persuade the target audience to continue an action (customer retention) or take some new action

(attract new customers) towards any certain product, service or a brand. The basic or the ultimate aim

of advertising is to mould the consumer behavior in such a way that is directed towards the motives of the advertisers.

Commercial advertisements basically are aimed towards the increase in the consumption of a particular

consumer product. Or in other words the advertisers actually increase their market share by it.

Non – Commercial advertisements are aimed towards the improvement of image, exposure to the

market or dissemination of information regarding some political parties, social groups or religious

groups.

Non – Profit advertisements are mostly aimed for social causes, public awareness and well being. They

mostly are the free form of advertising.

The modern advertising was pioneered by Edward Bernay’s tobacco advertising.

History

Advertising has been traced from the old Egyptian civilizations in its very basic form. But the modern

advertising started from the early 19th century and boomed in the era of World Wars which actually

started from motivational advertising by the Armies. Later on followed my Ford Motors advertising its

motor products. Coca Cola is one of the strong pioneers of the world of advertising.

Below are a few examples of historic advertisements. Due to the technological constraints of the era, all

are in the basic Print form.



Types of Advertising:

The types of advertising are determined on 3 basic grounds;

The Function they perform

The Media they use

What they advertise

Function They Perform

Promotion of product / service

Here the Ad is aimed to position the product in mind of the audience the way the advertiser

wants

Drive sales of product / service

Here the audience are persuaded to buy a certain product or service.

Build a brand identity

Here focus is on the brand image and personality. Brand is positioned in mind of the target

audience.

Communicate changes

Here any kind of change in the product / service is communicated to the audience. Mostly they

are the improvements.

New product / service to the customers

Here new products or services introduced are exposed to the customers. New offers, discounts,

packages, products, innovations etc.

Provide information

Here the prime purpose is to communicate the information about any product or service is given

to the audience. Purpose is to expose the new product or service.

Reminders

Here reminders are given. Ads are displayed just to remind the existence of brands into the

market. Normally prosperous brands do that.



The media they use:

Print Advertising

Here;

News papers

Magazines

Broachers

Fliers

Are included.

News paper Media Facts

• Newspapers and the magazines sell the advertising space according to the area occupied by theadvertisement, the position of the advertisement (front page/middle page).

• The readership of the publications. For instance an advertisement in a relatively new and less

popular newspaper would cost far less than placing an advertisement in a popular newspaper

with a high readership.

• Supplement in which they appear, for example an advertisement in the glossy supplement costs

way higher than that in the newspaper supplement which uses a mediocre quality paper.

• Size of space bought: Measured now as per square centimeter

The Pros of Print ads

News paper

• Localization : Allows you to reach a huge number of people in a given geographic area

• Flexibility in deciding the ad size and placement within the newspaper

• Ad can be as large as necessary to communicate as much of a story as you care to tell

• Repeatability Exposure to your ad is not limited; readers can go back to your message again and

again if so desired.

• Papers can help Free help in creating and producing ad copy is usually available Quick turn-

around helps your ad reflect the changing market conditions.

• Immediacy: The ad you decide to run today can be in your customers' hands in one to two days.



Magazines:

• More focused, though more expensive, alternative to newspaper advertising. This medium

allows you to reach highly targeted audiences.

• High reader involvement

• Better quality paper permits better color reproduction and full-color ads

Yellow Pages

• Wide availability, as mostly everyone uses the Yellow Pages

• Non-intrusive

• Action-oriented, as the audience is actually looking for the ads

• Ads are reasonably inexpensive

• Responses are easily tracked and measured

• Frequency

Brochures

• Conveys key messages quickly and concisely

• Gives a vast layout of projects, products, concept

• May have lasting and reference value

• be localized as well as with wide reach

• Can be cheaper

• Given to visitors as a keepsake or information gathering

• Can be descriptive

• Long lasting media solution

Fliers

• Flexibility of use

• High selectivity factor as these items can be distributed only to the target market.

• If done well, target audience may decide to keep the items, hence promoting long retention

and constant exposure



• Availability of wide range of inexpensive items that can be purchased at a low price.

• They can create instant awareness.

• They can generate goodwill in receiver

• The items can be used to supplement other promotional efforts and media (e.g. distributed

during trade shows).

The Disadvantages of Print ads

News paper

• Expensive

• Clutter of other advertisers, including the giants ads

• Poor photo reproduction limits creativity

• Short shelf life, as newspapers are usually read once and then discarded.

• Send of messages to a lot of people who will probably never be in the market to buy from you.

• Newspapers are a highly visible medium, so your competitors can quickly react to your prices

• With the increasing popularity of the Internet, newspapers face declining readership and

market penetration. A growing number of readers now skip the print version of the newspaper

(and hence the print ads) and instead read the online version of the publication

Magazines:

• Long lead times mean long term planning

• The slower lead time heightens the risk of your ad getting overtaken by events

• Limited flexibility in terms of ad placement and format.

• Space and ad layout costs are higher

Brochures

• Expensive to make

• Can add to Junk

• Too much of outside involvement

• If not creative enough can get discarded

• Forgetable



Fliers

• Targeting your market is difficult.

• This can be an inappropriate medium for some businesses.

• It is difficult to find items that are appropriate for certain businesses

• Longer lead time in developing the message and promotional product

• Possibility of saturation in some items and audiences

• Wrong choice of product or poor creative may cheapen the image of advertiser

OOH Advertising (out of home)

OOH includes;

Billboards

Events

Transit

In shop

OOH Media Facts

• OOH advertising is also a very popular form of advertising, which makes use of several tools andtechniques to attract the customers outdoors.

• The most common examples of outdoor advertising are billboards, kiosks, and also several

events and tradeshows organized by the company.

Advantage :

The billboard advertising is very popular.

The kiosks is an easy outlet for the company products but also make for an effective advertising tool to

promote the company’s products.

Events or sponsoring t adds to OOH excitement. -The IPL a huge OOH and Event

The Pros of OOH ads

Outdoor

• Posters, Billboards etc. have the advantage of being economical



• They could be event based

• Has high impact value

• Creates an immediate system of feedback

Transit

• Wherever there is movement of people – bus shelters, stations

• Where people actually move trains, taxis – inside cards, posters, terminal posters

Inshop

• Huge variety of possibilities – with new retail engagement techniques

• Focused Point of Purchase can help determine final choice. This can enhance the profile of any

product

• Checkout counter in a shop, and the location where a transaction occurs

• With Digital Media the possibility enhances – internet in the store, video in the store

Broadcast advertising

All the digital media are included in this part

Broadcast Media Facts

• Broadcast advertising is a very popular advertising medium that constitutes of several branches

like television, radio or the Internet.

• Television advertisements have been very popular ever since they have been introduced. The

cost of television advertising often depends on the duration of the advertisement, the time of

broadcast (prime time/peak time), and of course the popularity of the television channel on

which the advertisement is going to be broadcasted.

• The radio is an increasingly popular media once again

• The internet may outstrip the advertising demand in this sector

The Pros of Broadcasting ads

Television

• Reach large numbers of people on a national or regional level in a short period of time

• Localization: Independent stations and cable offer new opportunities to pinpoint local

audiences



• Greater flexibility in design and idea to create more impact: image-building and visual medium,

it offers the ability to convey your message with sight, sound and motion

Radio:

• A universal medium can be heard at all times and varied places

• Efficiency in the advertising spent. Gives your business personality through the creation of

campaigns using sounds and voices

• RJs could create your campaign – making it easy for you

• Radio rates have seen less inflation than those for other media

Digital:

• Digital Advertising is fast growing and varied

• It enables good conversion tracking

• Has a lower entry-level fees (pay by click) , or mobile SMS

• Thus digital advertising can be much cheaper

• Internet ads can be made by the user (Website), thus may work out cheaper

• Internet Reaches a greater global market

• Mobile reaches the local Market

What they advertise?

• Product Advertising

• Institutional Advertising (Corporate)

• Social Service - PSA

• Advocacy Advertising

• Comparative Advertising

• Cooperative Advertising

• Direct Mail

• Point-of-Purchase Advertising

• Informational Advertising



Major decisions in advertising:

How advertising Works?

Advertising work on the audience in many ways. Below are few explained by different models;

Types of Communication/Advertising Models:-

AIDA Model

DAGMAR Model

Hierarchy-Effect Model

Think Feel Do Model

AIDA model is initiatory and simplest. AIDA model was presented by Elmo Lewis to explain

how personal selling works. It shows a set of stair-step stages which describe the process

leading a potential customer to purchase. The stages, Attention, Interest, Desire, and

Action, form a linear hierarchy. Exp:- Reliance Communication GSM Launch.

• Attention:- can elaborate by advertisement where Mukesh Ambani spoke about the newproject being introduced on his father’s 70

th birthday.

• Interest:- is generated as the company spokesperson featured in the ad, as a

representative of the company image and also spoke about introducing a new technology

– GSM.

• Desire:- was created with various offers like free SMS, 40paise STD calls, 5Rs./day,

Lifetime validity and various coupons etc.

http://localhost/var/www/apps/conversion/tmp/3rd%20SEM/Retail%20advertising&%20event%20management/AIDA.docx





• Action:- In the last stage people are moved to action in the form of buying product/Service

etc.

• It demonstrates that consumers must be aware of a product's existence, Be interested

enough to pay attention to the product's features/benefits, and Have a desire to have

benefits from the product's offerings. Action, the fourth stage, would come as a natural

result of movement through the first three stages.

DAGMAR

• Russell Colley (1961) developed a model for setting advertising objectives and measuring

the results. This model was entitled ‘Defining Advertising Goals for Measured Advertising

Results- DAGMAR.’

• DAGMAR model suggests that the ultimate objective of advertising must carry a consumer

through four levels of understanding: from unawareness to Awareness—the consumer

must first be aware of a brand or company Comprehension—he or she must have a

comprehension of what the product is and its benefits; Conviction—he or she must arrive

at the mental disposition or conviction to buys the brand; Action—finally, he or she

actually buy that product.

Hierarchy of effects model

Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear

steps of how advertising works

Hierarchy of effects Model can be explained with the help of a pyramid.

• CONVICTION

• PREFERENCE

• LIKING

• KNOWLEDGE/COMPRIHENSION

• AWARENESS

Awareness:- If most of the target audience is unaware of the object, the communicator’s task

is to build awareness, perhaps just name recognition, with simple messages repeating the

product name. Like:- Parle-G. G mane Genius.

Knowledge:- The target market might have product awareness but not know much more;hence this stage involves creating brand knowledge. This is where comprehension of the

brand name and what it stands for become important. Exp- Aircel Pocket Internet

Liking:- If target market know the product, how do they feel about it? If the audience looks

unfavorably towards the product so communicator has to find out why. Exp- India Today-

Send Suggestions to us



Preference:- The target audience might like the product but not prefer it to others. In this

case, the communicator must try to build consumer preference by promoting quality, value,

performance and other features.

Conviction:- A target audience might prefer a particular product but not develop a conviction

about buying it. The communicator’s job is to build conviction among the target audience.

Purchase:- Finally, some members of the target audience might have conviction but not quite

get around to making the purchase. They may wait for more information or plan to act later.

The communicator must need these consumers to take the final step, perhaps by offering the

product at a low price, offering a premium, or letting consumers tried out.

Think Feel Do Model

The TFD model basically tells us how any ad or a commercial affects the consumer (us). How it

persuades a consumer to buy a certain product. The focus lies of what path does the persuasion

process takes.

Following are the possible paths to be followed;

Think- Feel- Do.

Think-Do-Feel.

Feel-Think-Doo.

Feel-Do-Think.

Do-Feel-Think.

Do-Think-Feel.

Each path is explained with the help of two exemplary ads as follows;



Think Feel Do:

Advertiser’s Obj: Provide Info and Emotion.

An ad uses this path when the ad is about something of interest or learning.

The above two are different ads about Maxell DvDs and Need For Speed Shift (A computer

game).

Now the way these ads actually persuade or influence the customers are that first of all the

consumer thinks about the offered products. After thinking the consumer gets a feeling about

the product or the product gets a position in the potential customer’s mind. Now if the feeling

or the positioning made is on the positive side, then the consumer takes action and buys the

product.



Think Do Feel:

Advertiser’s Obj: Provide Info & arguments.

An ad uses this path when the ad is about something of understanding or learning.

The above two are different ads about Summer Vac (Vacation Agency) and Oklahoma City

University.



Now the way these ads actually persuade or influence the customers are that first of all the

consumer thinks about the offered products. After thinking the consumer Takes action and

buys the offered product or service. And after buying the product or service the customer gets

the feeling of satisfaction or dissatisfaction from the product. The path here is different from

the previous ad because here the customer cannot get the feeling without getting or using theoffered product or service.

Feel Think Do:

Advertiser’s Obj: Create a desire.

An ad uses this path when the ad is about a need.



The above two are different ads about Toyota Corolla car and a men suit by Gucci.

In this case the potential customer first of all feels the utility of a specific commodity. That can

be a product or a service. After feeling the need the customer thinks about possible alternatives

for the fulfillment of the need. After thinking the customer acts and gets the offered product or

service. These ads actually help when the customers searches for possible alternatives.

Feel-Do-Think:

Advertiser’s Obj: Establish a Psychological Appeal.

An ad uses this path when the ad is about a Want.



The above two are different ads about L’Oreal Face Wash and a newly Fashioned Sandals by

CHANEL.

In this case the potential customer first of all feels about the product. The customers feel that

the he / she must get the offered product or service. After that feeling the customer takes

action and buys the offering. After getting the product or service the customer thinks whether

the decision of buying the product or service was a right decision and whether the product or

service satisfied the need or not.

Do Feel Think:

Advertiser’s Obj: Create Brand Familiarity.

An ad uses this path when the ad is usually an impulse.



The above two are different ads Coca Cola and a Toblerone Chocolate Bar.

In this case the consumer takes impulsive actions. Here the consumer first of all takes action

which means the product or service is being bought. After that the customers feels how the

product was and after that the thinking process is started about the product for things like

satisfaction, image, reality etc.

Do-Think-Feel:

Advertiser’s Obj: Remind Of Satisfaction.



An ad uses this path when the ad that usually represents a habit.

The above two are different ads about Cerelac (Baby Food) and Fructis Shampoo by Garnier.

In this case the customer takes action first by buying the product. After that the customer feels

about the product and after that thinks whether the desired output was gained or not.

These are usually habitual kind of products.

How ads are made? How are they analyzed?

The Ad selected for the analysis is Mercedes Benz’ Faithfull. The Ad was released in June 2004 by

Morton Jankel Zander (MJZ) advertising agency based from USA. The Ad has been very influential and

successful in conveying the product’s message to its existing and the potential customers.

Before the analysis of the Ad, there are a few questions that I feel important to answer;

What is the product?



The product advertised in the Ad is the whole line of Mercedes Benz products i.e. the

Automobiles produced by them.

What is the General Ambience of the commercial?

The ambience created in the commercial is that of Faith, trust, love and loyalty.

What role does the sound track play?

The music has a major contribution in creating the ambience mentioned above.

Who is the commercial aimed towards (The target Market)?

The aim of the commercial is basically that class of people which may be counted in the Middle-

upper or the Upper class of the social stratification.

Strategy:

The strategy used by the director in this ad is that the director has shown the brand the most safe &

reliable brand as he shows that people from all the corners of the world and people from all the

professions of the world has adopted this brand due to its reliability by saying “A car that is loyal to itsdriver”. The Ad simply shows that every person regardless of the profession and region keeps a

Mercedes Benz and is still convinced to keep it due to its reliability and loyalty to its driver.

Creative Idea:

The idea upon which the Ad has been made is that the director has linked each quality of the brand with

a known personality or figure. And a link has been shown b/w the situation and the quality or attribute

of the brand. Following points may make the above statement clear;

Dr Kobus du tolt spends 22yrs in the African terrain with his Mercedes Benz cruiser.

The Danish Ambulance service attends 12,500 emergencies with their Mercedes Benz jeep. The Ott Family uses a Mercedes Benz Car from 4 generations.

Sir Stirling Moss made his unbroken world record with his Mercedes Benz.

Wolfgang Wostendieck serves 116 heads of the State in his Mercedes Benz Limo.

The Kenedy Family is still alive after a very hard and unavoidable collision.

Reinhard Bytomski spends 33 winters in the Alpine region with his Mercedes Benz.

The Koschels covered 1016004 miles in their Mercedes Benz.

Execution:

Following are a few facts regarding the execution of the Ad;

Released: June 2004

Advertiser: Daimler AG

http://www.coloribus.com/advertisers/daimler-ag-5417255/

http://www.coloribus.com/advertisers/daimler-ag-5417255/



Brand name: Mercedes-Benz

Product: Mercedes-benz

Agency: Mjz (Morton Jankel Zander)

Country: United States

Category: Cars

In my opinion the Ad has been perfectly executed as it clearly and rapidly conveys the message hidden

in it and attracts the customers towards the product.

Creative Media:

The media type selected for the Ad was electronic media due to its intensity that could not be properly

portrayed on any other kind of media.

The above explained Ad can be found at:

http://www.youtube.com/watch?v=kybh3ntL33o

http://www.coloribus.com/brands/mercedes-benz-6087805/

http://www.coloribus.com/products/mercedes-benz/

http://www.coloribus.com/agencies/mjz-%28morton-jankel-zander%29/

http://www.coloribus.com/countries/usa/

http://www.coloribus.com/business-sectors/cars/




http://www.coloribus.com/business-sectors/cars/

http://www.coloribus.com/countries/usa/



http://www.coloribus.com/products/mercedes-benz/

http://www.coloribus.com/brands/mercedes-benz-6087805/

Advertising Hasnu

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