sg advertising agencies
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ADVERTISINGSPIRAL
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Primary Stages
of the Life-Cycle Model
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Purpose of the
Pioneering Stage To educate consumers about new product
To show people they have a need and that
advertised product can fulfill it To show that a product now exists that is
capable of meeting a need that had been
recognized but previously unfulfilled
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What the ad copy does
Stresses what the product can do, offer or
provide that could not have been done,
offered, or provided by any product before Uses words such as Now you can do this
or New
Emphasizes the generic aspect of the
product category in an attempt to educate
or inform the consumer
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Cost: During the introduction of a new
product, heavy advertising and promotional
expenses are required to create awareness
and acquaint the target with the products
benefits
Advantage: You become the leader with asubstantial head start over others
Disadvantage : You may attract competitors
The trick becomes to hold onto your market
share
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Competitive Stage
The competitive stage is the advertisingstage a product reaches when its generalusefulness is recognized but its superiority
over similar brands has to be establishedin order to gain preference.
In the early competitive stage, the
combined impact of the competitors,creates significant growth for the wholeproduct category.
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The purpose
At this point, the main question
competitors ask is: Which brand should I
buy? To communicate the products position or
differentiate it to the consumer.
The advertising features the differential of
the Product
Most advertising occurs during this stage
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Retentive Stage
The retentive stage is the third advertising
stage of a product.
It is reached when its general usefulness iswidely known, its individual qualities are
thoroughly appreciated, and it is satisfied to
retain its patronage merely on the strength of
its past reputation.
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The purpose
Products reaching maturity and wide-scale
acceptance enter the retentive or reminder
stage of advertising.
When successful brands stop advertising,
people forget about them.
This advertising is usually highly visual or
name advertising, meaning the ad gives
little reason to buy the product
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After the Retentive Stage
A product can be in two stages at once
depending on the audience.
Products can skip stages. A product may be allowed to die or the
market is expanded into a newer
pioneering stage
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The newer pioneering stage
Attempts to get more people to use theproduct through product modification(adding or subtracting ingredients)
May entail a complete overhaul of theproduct
Uses advertising to get consumers to look
at product in new light or shows new waysof using the product and gives reasons forusing it more often
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The newest pioneering stage
The spiral continues.
It focuses on getting more people to use an evennewer product.
Its not easy. It requires the manufacturer todevelop either product innovations or advertisingpositioning strategies that make the productappear different in consumers eyes.
As the spiral goes on, there are usually fewerprospects and a company must becomeproficient at targeting smaller groups of people.
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The Advertising Spiral
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A Typical Life - Cycle Model
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Expanded Advertising Spiral
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ADVERTISINGAGENCIES
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Types
Full service agencies -T
hey provide clients with anexpanded talent pool of communication specialists.Eg.McCann-Erickson (India) Ltd, J WalterThompson.
National, Regional, and Local Agencies - Around theworld, there are national agencies that focus on onecountry's culture and business environment. .
Specialized Niche Agencies. These usually rely onsome unique specialty Eg. Business-to-Business
Agencies.
Freelancers and Consultants In the advertisingbusiness there are also many individuals who work for
themselves. Both sell their services to advertisers and adagencies.
In-House Agencies Some organisations have anagency (or parts of one) inside their marketingdepartment. LlNTAS began as Unilever's house agency
LeverInternational Advertising Services.
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Types
Media Buying Services Another form of agencyspecialization is media buying.
Creative Boutiques and Design Houses -These agencies tend to be small and limit theirinvolvement to the conceptualization andproduction of creative executions.
Ethnic Agencies. specialize by market nichesincluding ethnic groups. For example, African-
Americans, Hispanics, and Asians.
Internet Agencies. companies interested inmarketing and advertising on the Internet.
Market research suppliers - Research may beprovided by a variety of marketing researchsuppliers.
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Four Divisions of a Full-
Service Agency.
Account Management
Creative
Media Planning & Placement
Research
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Accounts Department
1. Director of Account
Management.
2. Account Supervisors (ASs).
3. Account Executives (AEs).
4. Assistant Account Executives(AAEs).
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Creative Department
1. Creative Director (CD).
2. Executive or Group CreativeDirectors (ECDs).
3. Copywriters
4. Art directors.
5. Producers
6. Support personnel
7. Supervisors
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The Media Department
Media Director (MD)
Associate Media Directors
(AMDs).
Media Planners.
Media Buyers. Media Analysts
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The Research Department
Research director
Research project managers Secondary researcher
Primary or field researcher
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Seven Primary Services of a Full-
Service Agency
1. Complete a Market Analysis
2. Develop an Advertising Plan
3. Integrated Marketing Communications(IMC)
4. Prepare a Creative Strategy
5. Create Advertising Executions6. Develop and Implement a Media Plan
7. Handle Billing and Payments
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Strategy and
Campaign planning
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Identify and Analyze the
AdvertisingT
arget. The group of people for which the advertisement
is aimed at
Research and analyze advertising targets toestablish an information base for a campaign.
May direct campaign at only a portion of the
target market
The better the advertisers knowledge about theirtarget--the more effective the campaign.
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Defining Objectives
What the firm hopes to accomplish from the campaign
Should be clear, precise and measurable,
Can help measure the success at the end of thecampaign.
What are the goals of the campaign...to increase
purchases, to generate traffic in the retail store etc. Demand oriented objectives vs. image oriented
objectives
Increase product/brand awareness
Change consumer attitudes... reposition product
Increase customer knowledge of product features
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Creating an Advertising Message
A function of the product's features, usesand benefits.
Different message to different targetmarket
Dependant on objective of the campaign.
Attempts to move the reader through:
Awareness
Interest
Desire
Action
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Creating an Advertising Message
Components of the advert:
Headline
Illustrations
Sub Headline
Body Copy
Signature
Brand name etc
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Developing a Media Plan
Primary goal--reach the highest number ofpeople (within the advertiser's target) perRupeespent.
Achieve the appropriate message reach andfrequency for the target audience while stayingwithin the budget.
Select the different media to be used
Duration, frequency, dates and times of adverts.
Effectiveness of plan determines how manypeople in the advertiser's target will be exposedto the message.
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Executing the Campaign
Requires extensive planning and coordination
with
Advertising Agencies,
research organizations,
media firms,
printers, photographers, and commercial artists etc.
Detailed schedules are needed to insure
everything is accomplished on time.
Review production costs
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Evaluating the effectiveness of
the campaign
Pretests before campaign Use a consumer jury.
Measure the achievement of theobjectives Assessing the effectiveness of the copy
Assessing the effectiveness of the media.
During the campaign, measure no of "inquiries"
Post tests after the campaign.
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Evaluating the effectiveness of
the campaign
Use consumer surveys to measure the change in communication objectives,
change in sales or market share. Use recognition tests to determine the
degree to which consumers recognizeadvertisements.
Recall evaluation, consumers are askedwhat they have seen lately. Aided or unaided.
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THANK YOU
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