Advertising and Brand Management concept Introduction

Communication is the most important tool or the process or marketing to come into contract with consumers. For this purpose the manufactures and market intermediates adopt different communication techniques (promotion techniques ) like advertising. Sale promotion ., personal selling, direct marketing, publicity or public relation in order to create a demand for other respective products. Among them advertising plays a vital role then the others                                                                                             

Definition:

          Advertising is “any paid form non personal presentation of ideas product & services by an identified sponsor”

                                                ---- American Marketing association.

Elements of advertising:

Paid for

Non-pesonal

Message

Media

Audience

Identified sponsor

Scope of advertising:

●      Message to be transferd

●      Selection of media

●      Communication with consumers

●      Maintenance of brand loyalty

●      Increasing support to deals

●      Projection of brand imag

Advertising management:

          The master mgt of the activities starting from the stage message to be transferred to the stage of projection of image.

Purpose:

●      Brand image building

●      Right of the free choice

●      New product launching

●      Growth of media

●      Economic development

●      Longterm benefits

Role of advertising in promotional mix:

          The tool of the technique required to promote the sale of goods of manufacturer are the goods stored in mkting intermediary is called promotional mix.

          The major tools of promotional mix are

advertising

sales promotion

direct market

publicity

Role of advertising in market mix:

                                                Marketing mix

Price                    product                promotion                    place

Advertising         sales   personal selling    direct marketing    publicity

Types of advertising:

          Advertising has been classified into different types based on different behaviors variables such as.

●      Performance

●      Geographical area

●      Prospectus

●      Result

●      Appeal

●      Message etc..

Based on geographical area:

●      National

●      Regional

●      Local

Based on prospects:

●      Consumer advertising

●      Industrial advertising

●      Trade advertising

●      Professional advertising/ lawyers, doctors, engineers, chemist etc..

Consumer advertising:

                                         Advertising 

                                         Sales promotion

                                         Personal selling

                                         Direct marketing

                                         Publicity

                               Relative market share

Trade advertising:

To attract market intermediator wholseller

Based on message:

product advertising

institutional advertising

Product advertising:

Product advertising may be primary demand is selective demand advertising. It may be again be classified as.

a.       Informative product advertising

b.       Persuasive product advertising

c.        Remainder product advertising

d.       May be demand and selective demand advertising it may not be against be.

Relation between advertising and product life cycle:

                                                     persuasive

                                                     advertising

                 Information                                                     reminder

                 advertising                                                       created

                                         Time

                                         Product life cycle

Institutional advertising:

It is also known as prestiage or main objectives of these type of advt. Is to create a favourable attitude or image towards institution are the business in the age of shareholders, employees, suppliers legislatories or the general public.

Based on the result intended:

quick action advertising

delayed action advertising

Based of type of demand:

primary demand advertising

selective demand advertising

Primary demand advertising:

By primary demand we mean that the demand of a class of product or service.

The main purpose of primary demand advertising is to stimulate the demand for a class of product rather than a particular brand of product

Ex: advertising for washing machine for house wifes without maintaining any particular brand of product.

Selective demand advertising:

          The advertising intended to create the demand for a particular brand in a class of product.

Ex: advertising for surf detergent powder charminar cigrattes

●      Based on

●      Manufacturers

●      Intermediors

●      Co-operative.

Based on targeted audience:

mass advertising [whole market]

class advertising [certain people]

Based on stage of life cycle:

pioneering advertising

competitive advertising

relative advertising

Types of appeal:

relational advertising [ logical advertising]

emotional advertising [ demonstrative in nature]

Based on type of media:

a.       Print media/paper/magazines etc.

b.       Broadcast media, television, radio etc.

c.        Direct mail

d.       Out door media, announcement

Challenges & opportunities of advertising:

Challenges:

●      Changing world economy

●      Too much government legislation

●      Changing good habits, fashion

●      New marketing landscape

●      Call for more ethics and social responsibilities

Opportunities:

●      Growth of advertising

●      Growing awareness of rural advertising

●      Online advertising

●      Wide spread of consumption

●      Growing of number of brands.