Advertising is one area of the promotional mix, and therefore advertising goals will be set in collection with overall Promotional and Marketing Goals, which in turn will relate to the organizations' overall Corporate Objectives. Generally, however, there are three main categories of advertising objectives a small business might arranged itself in conditions of whether it looks for to see, Persuade or Remind the prospective audience.
Types of advert:
Inform:
Informative advertising, seeks to tell the marketplace about the product, explain how the product works, provide information on rates, and build awareness of both product and the business. Such objectives are normally pursued at the start of a new product, or re-launch / up-date of an existing product.
It's the product of Pepsi Company and wishes to see people about it. Presenting different style and verity of the merchandise in daily print & Electronic marketing to effect people towards product.
Persuade:
Here goals are to encourage the mark audience to switch brands, make the purchase, and produce a preference in the market for the product as opposed to its competition. Advertising of the nature is necessary in highly competitive markets, where a range of products compete directly with each other. In such circumstances businesses often seek to distinguish their product through Assessment Advertising - either immediately or indirectly checking its product compared to that of its rivals.
Here Nestle Pakistan wishes to inform people about the price tag on Product NIDO Price. That its price 39 rupees per liter and also persuade that it is good deal then selling price as well as grater Quality. Their marketplace is for product children's.
Remind:
Reminder Advertising can be used to maintain interest and knowing of a well established product on the market, often in the last mentioned stages of its product life circuit. It is often used at the Point-of-Purchase to remind consumers of the Brand. Such advertising can be used by famous brands Coca-Cola and other leading brands, to keep their position in the market.
Nestle Yogurt is well know product of Nestle Pakistan, they advertise just remind people about the merchandise.
http://en. wikipedia. org/wiki/Advertising
P-5: Evaluate appropriate uses and applications to promote in two given situations.
Uses of advertisements:
Advertisements are being used to share the audience what products you are available, services you provide and the sort of business you decide to do such as whether your business provides fund company loan services for customers. Advertisements enable you to notify the public of the time and place of an event. They inform consumers of what is available with a view to get the customers in to the store and make sales. Other Uses are
Corporate Communications
Incentive Programs
Multi-State Marketing Campaigns
Multifunction/Division Management
Regional Markets
Prominent Client List
Strategic Advertising
Account Marketing/Sales
Vendor Research & Selection
Strong Customer Relations
Print/Paper Trends
Marketing Program Execution
Uses in Reminding:
Brief text messages designed chiefly to keep something in the mind of the consumer after the product has already been familiar. Reminder advertising usually follows an extensive advertising campaign, and therefore will not elaborate on the reasons to choose the product. Common examples of reminder advertisements are those entirely on matchbooks and pencils and in skywriting, as well as the more traditional mass media vehicles. Advertising designed to remind consumers of the benefits of a product or service, or of these current dependence on those benefits. For instance, the XYZ Company may seek to remind consumers of the dependence on XYZ anti-freeze when the elements begins to carefully turn cold.
Uses in Persuasion:
This is the basic rule as it pertains to persuasion in advertising. Regardless of how enticing the woman in a poster for a liquor brand might be, it's not going to work if your target audience is composed of upright women. They just won't go with the. The same logic applies to if you are catering for the wealthy and the indegent. You must study your concentrate on group in order to create the best option ad campaign. Observing the news can prove to be an effective function of persuasion in advertising. By keeping tuned into what is happening globally and locally, it is possible to put your brand or your customer into framework with your marketplace. For example, if you are assigned to create an ad for vitamins and the rainy season has arrived, you may use the weather to persuade your market that they need vitamins.
Persuasion in advertising can be as direct or indirect as you want to buy to be. Some brands have even been known to make use of certain celebrities to actually tell visitors to support a certain brand. Whichever street you choose to take, it is vital to take note of your marketplace (because they're those you're supposed to persuade) and take benefit of current happenings to help you do it.
P-6: Measure the role, company and functions of organizations in the advertising process.
Advertisement Process:
http://www. ipa. co. uk/write/images/uploads/process. jpg
Advertisement firm:
An advertising firm or ad agency is something business focused on creating, planning and managing advertising (and sometimes other varieties of promotion) because of its clients. An advertisement agency is impartial from the client and provides an outside point of view to the effort of reselling the client's products. An agency can also manage overall marketing and branding strategies and sales special offers because of its clients.
Role of advertising companies in advertising process:
A plethora of Businesses, Firms, Federal Organizations and Non Profit set-ups retain advertising businesses to market their products, brands and services to provide and potential customers.
Understand the Product / Company:
An advertising firm commences by getting well familiar with the client's goals, products & market. This knowledge proves to be beneficial in planning and creating a highly effective marketing campaign.
The advertising executives work at creating an effective marketing campaign (a single or some attention grabbing and unique advertisings) which is at the client's marketing goals and budget. This includes creating interesting slogans, attractive jingles and attention grabbing body backup for advertisements. The client has the final word and may ask for rework.
Once an advertising organization knows its clients' needs, the process of brainstorming and planning commences. Keeping in mind the client's goals (which can range from
pushing sales of its products and services
introducing new products in the market
reiterating its brand's benefits
attracting new customers or keeping touching old ones
Strategize:
Some Companies like to outsource their overall marketing obligations to advertising firms. When this happens, the ad firm takes over the procedure of brand building, strategizing and moving sales through other advertising techniques like sales campaigns etc.
Organization of advertising organizations:-
Broadly there are 6 departments in virtually any advertising agency
Account Servicing
Account Planning
Media
Creative
Production
Finance and Accounting
Account service department
The account service, or the accounts management division, is the hyperlink between the advertising agency and its clients. Depending upon the size of the account and its advertising budget a couple of account executives provide as liaison to the client. The profile executive's job requires high amount of diplomacy and tact as misunderstanding can lead to loss of an account. The account exec is mainly accountable to gain knowledge about the client's business, profit goals, marketing problems and advertising aims.
The account executive is responsible for getting approved the press schedules, budgets and rough advertisings or story planks from your client. The next task is to make certain that the organization staff produce the advertising to the client's satisfaction. The largest role of the accounts executive is keeping the firm ahead of the customer through follow-up and marketing communications.
Media department
The responsibility of the agency's marketing department is to develop a media intend to reach the mark audience effectively in a cost effective manner. The personnel analyses, selects and agreements for press time or space that will be used to deliver the ad meaning. This is one of the most crucial decisions since a significantly large part of the client's money is spent on the media time and/or space. The press department has acquired increasing importance within an agency's business as large advertisers seem to be more inclined to consolidate mass media buying with one or few companies thereby saving cash and improving press efficiency.
Creative department
To a sizable level, the success of an advertising agency depends after the creative department responsible for the creation and execution of the adverts. The creative specialists are known as copywriters. They are the ones who conceive ideas for the advertising and write the headlines, subheads and the body copy. They are also involved with deciding the essential theme of the advertising campaign, and often they certainly prepare the tough layout of the printing ad or the commercial account board.
Creation of your ad is the responsibility of the copywriters and the artwork department decides the way the advertisement should look.
Production department
After the conclusion and acceptance of the duplicate and the illustrations the ad is sent to the production office. Generally firms do not actually produce the finished advertisements; instead they employ the service of printers, photography enthusiasts, engravers, typographers and more to complete the completed ad. For the development of the approved Television set commercial, the development department may supervise the casting of celebrities to surface in the advertisement, the setting for moments and selecting an unbiased production studio room. The production department sometimes hires an outside director to change the creative principle to a commercial.
Finance and accounting department
An advertising firm is in the business of providing services and must be supervised like that. Thus, it must perform various functions such as accounting, fund, human resources etc. it must attempt to create new business. Also this team is important since bulk of the agency's income approx. 65% runs as salary and benefits to the employees.
Functions of advertising firm:
Professionals at advertising organizations and other advertising organizations give a variety of functions including:
Account Management:
Within an advertising company the account administrator or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to use the agency, the account supervisor works strongly with your client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign a merchant account supervisor to work full-time with only one client and, possibly, with only 1 of the client's products. For smaller accounts an account manager may simultaneously manage a number of different, though non-competing, accounts.
Creating Team:
The process role of consideration managers is to control the overall marketing campaign for a client, which frequently includes delegating selective responsibilities to specialists. For large accounts one task account managers routinely delegate involves making ideas, designing concepts and creating the final advertisements, which generally becomes the duty of the agency's creative team. An agency's creative team includes specialists in graphical design, film and sound production, copywriting, computer programming, and much more.
Research:
Full-service advertising businesses employ market researchers who determine a client's market situation, including understanding customers and opponents, and also are being used to test creative ideas. For example, in the first stages of advertising campaign researchers may run focus group trainings with selected members of the client's target market in order to get their a reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure if the campaign come to its aims.
Media Planning:
Once an advertisement is established, it must be placed via an appropriate advertising media. Each advertising press, which there are thousands, has its unique methods for accepting advertising, such as different advertising cost set ups (i. e. , what it costs marketers to put an advertising), different requirements for recognizing ad designs (e. g. , size of ad), different ways placements can be bought (e. g. , immediate contact with marketing or through third-party seller), and different time schedules (i. e. , when advertising will be run). Understanding the nuances of different multimedia is the role of the press planner, who looks for the best mass media match for a customer and also negotiates the best deals.
An Advertising company is in charge of coming up for a concept for an advert for the clients these customers maybe anyone Coke Cola, Pepsi Adidis, Nike whoever has something to sell pays money to the advertising firm to make it happen product into the head of customer.
The advertising companies are accountable for marketing and producing their client's brand. For example, if the client is Dell Computers, the agency's role is to see what exactly are the best ideas to advertise the product. It could be done with television set commercials, print ads or internet advertisings. There are numerous services a company offers to its consumer.
http://www. smallbusinessnotes. com/operating/marketing/advertisingprocess. html
M-2: Make an effective judgment which of these advertisement do you consider as best in its category and why?
In my common sense the add of NIDO is most beneficial of all because it have solid persuasive entity of price where people know standard price of milk per liter and they give low price as 39 rupees per liter, shown the mark market as stated in the picture a kid with his mom. Here mother giving love in shape milk as NIDO. They given the product quality in the phrase "ghezayit sy barphoor dhood". The specified that its beneficial as quality for children health. In addition they stated from how much volume a quality milk can be made. At the top the company called is mentioned. Which show the entire company advertisement too. While bright colors are being used which show pleasure of the family & children.
D-1: Evaluate your studies based on the criteria for the category reviewed in Merit section.
As I pointed out in the merit part my conclusions in the add. That price is described in the add. That per liter its cost 30 rupees. They have shown their marketplace as children. They shown in the add NIDO as the sign of attention & LOVE of mom with children. They described steps to make liquid dairy from powder milk in the better quality its quality & amount measurements. That the method making better dairy. They shown NIDO have better hygiene quality and health making materials as supplements etc.
I think they had protected in the add:
Target Market
Brand quality
Brand Price
Brand Quantity
Brand Benefits
Method of use
Contents of product
