MANAGING
ADVERTISING
“STOPPING ADVERTISING TO SAVE MONEY IS LIKE
STOPPING YOUR WATCH TO SAVE TIME”
ASSIGNED BY:-
[Link] PUNJANI
AGENDA
MEANING & INTRODUCTION.
SOCIAL ISSUES OF ADVERTISING.
ADVERTISING COPY.
ADVERTISING MEDIA.
ADVERTISING BUDGET.
ADVERTISING AGENCIES.
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MEANING & INTRODUCTION
Advertisement has been defined as ‘any paid
form of non-personal presentation or promotion
of ideas, goods or services by an identified
sponsor’.
“Advertising presents the most persuasive
possible selling message to the right prospects
for the product or services at the lowest
possible cost”.
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SOCIAL ISSUES OF ADVERTISING
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POSITIVE IMPACTS
• CREATES AWARENESS AMONG CONSUMERS.
• EDUCATES CONSUMERS.
• INCREASE EMPLOYMENT.
• HELPS TO PROMOTE SOCIAL ISSUE.
• IT IS FORM OF MASS SELLING.
• GENERATES REVENUES FOR COMMERCIAL MASS MEDIA.
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Samsung’s ‘We Care for the Girl Child’ Ad Focusing on
Education for Girls in India
We care for the girl child’ is part of the ‘#SapneHueBade’
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initiative that provides specialized classroom and on-the-
job training at Samsung’s Technical Schools and Service
Centers.
NEGATIVE IMPACTS
• INCREASE THE PRICE OF PRODUCT & SERVICES.
• ADVERTISING IS DECEPTIVE.
• MANIPULATIVE.
• OFFENSIVE & BAD TASTE.
• CREATES & SPREAD STEREOTYPES.
• PLAYS ON PEOPLE’S FEARS & INSECURITIES.
• MAKES PEOPLE BUY THINGS & QUANTITIES THEY DO NOT REALLY NEED.
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ADVERTISING COPY
MEANING & CONCEPT
• An ad copy is the entire message whether written or
spoken which the advertiser wants to convey to a certain
class of people through any medium of advertisement.
• Ad copy is a written or spoken message to be
transmitted to target audience through PRINT, VISUAL &
VOICE MEDIA.
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PROCESS OF PRINT COPY
• COPY THINKING:- Creative thought of ad copy.
• COPY STRUCTURE:- What to say.
• COPY STYLE:- How to say.
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CHARACTERISTICS
• Simplicity.
• Extendable.
• Specific.
• Simple format.
• Language.
• Consistent.
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LAYOUT
• Headlines.
• slogans.
• Theme.
• Illustrations.
• Pictures.
• Logo.
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TYPES OF MEDIA
• PRINT MEDIA.
• BROADCAST MEDIA.
• OUTDOOR MEDIA.
• INTERNET(ONLINE ADVERTISING).
• SOCIAL MEDIA.
• PRODUCT PLACEMENT. 18
TYPES OF MEDIA IN DETAIL
• NEWS PAPERS. • HOARDINGS.
• MAGAZINES & JOURNALS. • BILL BOARD.
• DIRECTORIES. • KIOSKS.
• FLYERS. • NEON SIGNS.
• TELEVISION. • MOVIES.
• RADIO. • T.V. PROGRAMMES.
• CINEMAS.
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FACTORS AFFECTING CHOICE OF MEDIA
Objective of firm.
Spending capacity of the advertiser.
Credibility & image of the medium.
Types of customers to be reached.
Coverage of the medium.
Numbers of people to whom message need to be reached.
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MEDIA SCHEDULING
Media scheduling is one of the important decisions in advertising
programme. Company should carefully decide on media timing for
a maximum market response.
MEDIA SCHEDULING IS SIMPLY A TIME-TABLE SHOWING:
THE TIME DECISION
(when to advertise)
THE DURATION/SPACE DECISION
(How much to advertise each time)
THE FREQUENCY TO ADVERTISE THE MESSAGE THROUGH DIFFERENT MEDIA
[How many times in a year (or specified time period) the message should be advertised 26
in each of the media]
TYPES OF SCHEDULING:
The advertiser has to consider two types of media
scheduling problems:
MACRO-SCHEDULING:
The macro-scheduling involves allocating advertising
expenditure and frequency (repetition/reproduction of
message) in relation to season or broad picture of
business cycle. The macro-scheduling problem
concerns with how to schedule advertising in relation
to seasonal and business cycle trends.
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MICRO-SCHEDULING:
The micro-scheduling problem concerns with allocating advertising
expenditure and frequency within a short period to obtain the
maximum response or impact. In other words, the problem deals
with how to distribute advertising expenditure within the given time.
For example, a company has decided to advertise specific
message 60 times (that requires approximately rs. 500000)
through daily regional newspapers in a year. Now the question is
to decide on which days/weeks/months/seasons the 60 times
advertisement is to be allocated. Similarly, the same issue is
related to radio or television spots.
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However, the first decision, i.e., Time decision, is more relevant to media scheduling. Media
scheduling calls for consideration of various factors to arrive at appropriate media timing. The
decision is vital due to the fact that demand is subject to vary as per cyclical trend and/or
seasons. To realize the maximum benefits of advertising costs, the most effective time is
selected. Those executives or experts responsible to carry out advertising activities take a media
scheduling decision.
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Sony eyes Rs 400 crore ad revenue from KBC-13
with 14 sponsors on-board
The show, which enjoys high credibility among advertisers, has witnessed a 15-20% increase in ad
rates this season
As per market information, the broadcaster
asked co-presenting sponsors to cough up
Rs 40-45 crore, while co-powered by
sponsors had to fork out Rs 35-40 crore.
The asking rate for associate sponsors was
Rs 20-25 crore. The network is seeking an
ad rate of Rs 4 lakh per 10-second spot
from spot buyers. Sponsors will consume
over 80% of the inventory, while 10-12% of
the inventory will be kept for spot buyers.
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ADVERTISING AGENCIES
• An advertising agencies, often referred to as
creative agencies it’s business dedicated to
creating ,planning, handling advertisement &
sometimes other forms of promotion as well
as marketing for it’s clients.
• Agencies hired to produce television
commercials, online advertising, mobile
market as a part of an ad campaigns.
• Clients includes business & corporation, non
profit organisation etc.
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FUNCTION OF AN ADVERTISING AGENCY
ACCOUNT MANAGEMENT.
CREATIVE DEPARTMENT.
MEDIA SERVICE.
RESEARCH SERVICE.
PRODUCTION.
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LEADING ADVERTISING AGENCY IN INDIA
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ADVERTISING BUDGET
• It is the total amount of money which
marketer allocates for advertising for a
specific time period.
• Major part is for Buying space & time in
media.
Advertising budget includes:-
• Expense for developing & preparing ad.
• Salaries of advertising,staff,commission to
agents, research expense.
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FACTORS INFLUENCING THE ADVERTISING BUDGET
ADVERTISING TASK TO BE ACHIEVED.
STAGE IN THE PRODUCT LIFE CYCLE.
MARKET SHARE.
COMPETITION.
FREQUENCY OF ADVERTISING.
PRODUCT DIFFERENTIATION.
SUPPORT FROM RETAILERS
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FINANCIAL RESOURCES.
METHODS OF SETTING ADVERTISING METHOD
AFFORDABLE METHOD.
PERCENTAGE OF SALES METHOD.
COMETITIVE PARITY METHOD.
OBJECTIVE & TASK METHOD.
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THANK YOU!
PRESENTED BY:-
DHARMESH SAVITA
[BBA-SEM-5(A)]
