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VARUNRAJ KALSE

VARUNRAJ KALSE. MBA 1 ST YEAR- 2007-08 GUIDE MR. SARDAR SIR. ADVERTISEMENT. Presented By : Varunraj Kalse.

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VARUNRAJ KALSE

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  1. VARUNRAJ KALSE MBA 1ST YEAR- 2007-08 GUIDE MR. SARDAR SIR.

  2. ADVERTISEMENT Presented By : Varunraj Kalse Advertisement is a paid form of communication that uses nonpersonal mass media. As well as other forms of interactive communication to reach broad audience to connect an identified sponsor with target audience.

  3. WHY TO ADVERTISE • CUSTOMER KNOWLEDGE / AWARENESS:- Because of advertisement customer is introduces with the product. Customer get knowledge about the product. • BOOST SALES:- Because of more advertising many customers buys produces on trial & error basis. And if they are satisfied by it they purchase it on regular basis. • CREATING IMAGE:- Advertisement makes image in customers mind. Eg: Buying a computer , customers demands Intel processor. Because of Advertisement.

  4. WHEN TO ADVERTISE • REGULAR:- It shows general usage of product for common buyers. In this the company explains the common features of the product/ service. Eg: FMCG product (Advertisement of soap, shampoo, Hair-oil etc) Eg: Services ( Mobile, Insurance) • Eg: Durables: TV, AC, COMPUTER, CAR. • FESTAVAL:- Generally customers prefer to purchase durables AT the time of festival. at this time they get huge discount also. The another reason customer still stick to tradition. • LAUNCH OF NEW PRODUCT:- Introduction of a new product. They shows key features of the product. They shows how their product is better than other product. They offer attractive price at the time of launching a new product. They announce many offers with a new product.

  5. FOR WHOM? THE CUSTOMERS CLASS OF CUSTOMER • LOWER CLASS( eg: farmer):= SEEDS, WATER PUMPS, PIPES • MIDDLE CLASS:= FMCG, DESKTOP, TV, WASHING MACHINE, SCOOTERS, BIKES, INSURANCE. • HIGHER CLASS:= LAPTOP, AC, CAR, ROW HOUSES, BUNGLOW. ETC

  6. HOW TO ADVERTISE? • MEDIA THERE ARE LOTS OF MEDIA’S FOR THE ADVERTISEMENT. COMPANY DESIDE MEDIA AS PER THEIR BUDGATE. TYPES OF MEDIA: PRINT: NEWS PAPER, MAGAZIN, JOURNALS, HAND BILLS, POSTERS, ELECTRONICS: TV, RADIO, INTERNET, DIGITAL BORDS. • INDOOR :- Electronic media, news paper, internet. • OUT-DOOR :- Hand bills, posters, hoardings, road shows, DIGITAL ADS • Direct:- Telephone, mail, door 2 door. • INDIRECT:- Logos on Diary, sponsor events, IT IS FOR DEALERS.

  7. HOW MUCH TO SPEND? • COMPANY SPENDS 7-10% OF THEIR YEARLY TURNOVER ON ADS AND BRANDING ACTIVITIES. • BUDGET (DURATION WISE) • COMPANY SPENDING RATIO – 70-30 • 70% ROUND THE YEAR. • 30% ON FESTIVE SEASONS • YEAR ENDING PROMOS – INSURANCE & MUTUAL FUNDS EG: TAX BACHAO.

  8. EG: • Eg. - SONY AD SPENDING TOTAL BUDGET - 12,00,00,000 (for 2005) 30% = 3,60,00,000(TWO MONTHS Festive Season) 70% = 8,40,00,000(TEN MONTHS Regular Season) • Eg: Acer 2009 turn over $ 1,67,61,70,00,000 TOTAL ADVERTISEMENT BUDGET- $ 16,76,17,00,000 30% = $ 5,02,85,10,000 70%= $ 11,73,31,90,000 SPONSOR FOR OLIMPIC 2013, YAMAHA BIKE TEAM, FERRARI TEAM.

  9. HOW TO CHECK EFFECTIVENESS? • TRAILER TEST:- In a shopping mall, shoppers are shown the products & give opportunity to select series of brands. They then view commercials and given coupons to be used in the shopping mall. Redemption rates indicates commercials influence on purchase behavior. • THETAR TEST:- Consumers are invited to a theater to view a potential new television series along with the same commercials. Before the show begins, consumers indicate proffered brands in different category, after viewing consumers again choose prefer brands. Preference change measure the commercials persuasive power. • ON AIR TEST:- Respondents are recruited to watch a program on regular TV channels during test commercials or are selected based on their having viewed the program. They are asked questions about advertisement.

  10. TIME & SPACE….. • SHOW TIME OF ADVERTISEMENT:- FMCG(DAILY NEED) PRODUCTS, MOBILE:- CONTINEOUS ADVERTISEMENTS. CHILDERNS PRODUCTS :- CARTOON NETWORK. EG: CHOCOLETS, KURKURE, CREAM BISKITS, CHEATOS. WATCHES, BIKES, SHOES :- DURING SPORTS MATCHES. • WEEKENDS (FRIDAY NIGHT-SAT-SUNDAY) ANY PRODUCTS. • PRIME TIME :- 8PM TO 11.30PM • INCENSE STICK: ON SANSKAR OR ASTHA CHANNEL IN THE MORNING. OR IN THE EVENING TIME.

  11. 1STADVERTISEMENT IN THE WORLD….. OLDEST BANK IN THE WORLD Edo period advertising in Japan. The advertising flier from 1806 is for a traditional medicine called Kinseitan. Display in the Edo Tokyo Museum.

  12. IS ADVERTISEMENT WASTE OF MONEY….? • NO CAUSE EVERY ADVERTISEMENT CONTAINS A MESSAGE FOR ITS TARGETED AUDIENCE. MANY TIMES WE THINK WAT IS THEIR IN THE ADVERTISEMENT? WE DON’T GET MESSAGE IN THE ADVERITSEMENT THAT TIME WE SAY ITS WASTE OF MONEY. BUT IT IS NOT. WE ARE NOT ABLE TO RECEIVE THE ADVERTISEMENT. BUT MANY CUSTOMERS UNDERSTAND THE MESSAGE. THE PRODUCT WHICH IS NOT FOR US, DOESENT MEAN THAT IT IS THE SAME FOR OTHER.

  13. IS ADVERTISEMENT WASTE OF CUSTOMERS TIME…? • NO. BECAUSE CUSTOMER(S) ARE AWARE OF THE NEW PRODUCT / THEY GET LNOWLEDGE ABOUT THAT PRoDUCT. AN ADVERTISEMENTS HELPS THE CUSTOMER THEY WHAT TO BUY & WHEN.

  14. EFFECTS OF ADVERTISEMENT ON CUSTOMER… • THEY GET KNOWLEDGE. • CREATE AWARNESS. (IRFAN KHAN :- KAM INSURANCE KRNA NA KRNE K BARABR HAI) • CUSTOMER CAN CHANGE BUYING DECISION. • CUSTOMER REMEMBER ADVERTISEMENT. WHENEVER. HE NEED AUTOMATICALLY HE/ SHE REMIND THE ADVERTISE OR BRANDS TAG LINE. • Eg:- WHILE SCOOTER BUYING CUSTOMER REMEMBER ( HUMARA BAJAJ) • NEW MOBILE SIM CARD (WHAT AN IDEA SIR JEE, WALK N TALK, ZOOZOO)

  15. SOCIAL ADVERTISEMENT.. (ISSUED IN PUBLIC INTEREST) • MEANING:- WHICH ARE NOT INTENDED TO EARN A PROFIT. THE BASIC OBJECTIVE IS TO CREAT AWARENESS AMONGS THE SOCIETY. BROADCAST BY GOVERNMENT/ NGOs EX:=SOCIAL ADVERTISEMENT • PULSE - POLIO DRIVE. • CHILD LABOUR PREVENTION ADs. • CRY: CHILDREN RIGHTS & YOU. • WWF:WORLD WILD FEDRATION. • WHO:WORLD HEALTH ORGNAISATION. • SAVE WATER & ENERGY. • ANTI POLLUTION.

  16. THANK YOU……..

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