ADVERTISING AND SALES PROMOTION
1.Define Advertising?
According to American Marketing Association, “Advertising is any paid form of non-personal presentation or promotion of ideas goods or services by an identified sponsor”.
1.Advertising is a paid form and hence commercial in nature.
2.Advertising is non-personal ie, it is directed at amass audience and not directly of the individual.
3.Advertisiments are identifiable with their sponsoring authority.
2.Mention any 4 means of outdoor Advertising.
Bill boards
Hoardings
Wall paintings
Trainst Advertising
3.What is Co-operative Advertising?
Manufacturers of consumer durable goods or specialty products often show special interests in their dealers advertising. To help identify the dealers in different geographic markets, dealers putout ads in the local media under their names.
The manufacture often provides the dealer with the material and guidelines to develop ads for print, television or radio commercial. This ensures that the message is in line with what the manufacturer wants to communicate. The manufacturer and that dater usually share the media costs and hence the name co-operative advertising.
4.What is Direct Response advertising?
This type of advertising encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser by direct mail, catalogues, direct response print advertising, direct-response broadcast advertising, telephone and internet. Some of these, methods to reach the consumer are viewed as part of sales promotional techniques.
5.What do you mean by classified ads?
Classified ads are the source of revenue for news papers. The ads are arranged under subheads that describe the class of goods or needs that the ads seek to satisfy. Such ads provide a community market place – for goods, services and opportunities of every type-real estate, autos, matrimonial, domestic help, coaching, employment business opportunities etc.
6.What is end product advertising? or Branded-ingredient advertising?
Branded products such as Pentium (Intel) Teflon (DuPont) and many others are used in the manufacture of other end-products and these are rarely purchased direct by consumers. They are usually bought as apart or ingredient in other products is called end-product advertising. Manufacturers whose branded parts or ingredients are used in producing usually other branded or unbranded consumer products often undertake this type of advertising.
7.What is professional advertising?
Corporate advertising is an extension of the public relations function and does not promote any specific product or service. It aims to build and maintain the image of a company or institution. For example sponsorship of various events by large organizations is aimed at image building of sponsors. Corporate image is something that customers perieve when the name of the company is seen or heard. The main objectives or corporate advertising is
1.To create and maintain corporate identity in public.
2.To counter negative attitudes toward the company.
3.To enhance company image.
4.to associate company with some worthwhile national or social cause.
5.to overcome negative company image.
Ultimately the objective of corporate or institutional advertising may be to establish or boost corporate identity and image counter negative attitudes toward a company or industry.
8. What do you mean by Advocacy in advertising?
It’s an issue based advertising. Advocacy advertising refers to a company’s view on issue that affect its business and to protect its position in the market place. In other cases company presents it viewpoint about a national cause such as literacy movement or the company may list its socially oriented policies. Such advertising usually does not attempt to sell anything directly but grieves a fact to the company and attempts to develop a positive relationship by influencing the public reactions toward the company and its products, services, sales forces and job offers.
9.What do you mean by surrogate advertising?
If the laws of a country do not permit advertising of a certain product category. The advertisers take the shelter of brand extension. For example advertising of alcoholic deinks is not permitted. To bypass this, some manufacturers of whisky or similar products launched brands of soda under the same brand name as that of their popular whisky, such a Bagpiper soda or Mc Dowell soda.
10.What is creative Boutique?
It is an advertising agency which provide only creative service organizations which prefer high quality creative talent in their advertisements usually approach this type of creative boutiques and other functions are completed by any other agency or by organization itself. Many ful-service agencies who are very busy now subcontract works to creative boutiques. They work on an agreed fee basis.\
11.What is Reputational Advertising?
In reputational Advertising the advertiser first both to strong and weak points or positive and negative points about the product or service and then refutes the view concerning the weakness. Reputational appeals are useful against existing negative beliefs of consumers. This type of advertising lead consumers to generate more support arguments than ads with only supportive information.
12.What do you mean by selective Retention?
Consumers do not retain all the information in their memory that the advertisement attempts to communicate even after attending and comprehending it. So advertisers use symbols, slogans, images and associations to ensure that the information is available when it is time for purchase action. This is called selective retention.
13.What do you mean by subliminal perception?
Subliminal perception is the ability to perceive stimuli that are below the level of conscious awareness because the stimuli are either too weak or extremely brief to be consciously noticed. The stimuli are below the threshold of awareness but not below the absolute threshold of consciousness. I.e., people are stimulated below their level of conscious awareness and can perceive stimuli without actually being aware that they are doing so.
14.What do you mean by AIDA?
AIDA-Attention, Interest , Desire , Action
As for as an advertising is concerned, an effective advertising should attract ATTENTION, gain INTEREST, stimulate DESIRE and precipitate purchase ACTION. An advertising would prove to be really effective if it takes this route. The AIDA model suggests that these are the desirable qualities of an effective ad.
15.Explain DAGMAR
DAGMAR – Define Advertising Goals for Measuring. Advertising Results. It’s a model for setting advertising objectives and measuring the results of an ad campaign. According to DAGMAR approach “Advertising’s job purely and simply is to communicate to a defined audience, information and a frame of mind that stimulates action. Advertising succeeds on fails depending on how well it communicates the desired information and attitudes to the right people at right time and at the right cost.
I.e.,”Advertising objectives involve a communication task that is specific and measurable.
16.What do you mean by Media class?
Media class refers to the general category of delivery systems available to carry advertising messages to a selected audience such as print media, broadcast media, outdoor media etc.
17.What is Media Vehicle?
Media Vehicle is the specific message carrier within a medium such as Business Today Magazine, Industrial Herald etc. Media vehicle carriers advertising messages to a selected audience. Media vehicles can be in any media print or Broadcast or anything.
18.What is above the line-Media.
Broadcast, press, outdoor posters and cinema are often referred to as above the line Media. In this Media agency gets a commission from the media for advertising.
19.What is below the line media
Direct mail, sales promotion exhibitions, merchandising, sales literature are referred to as below the line media. Here the agency gets no commission.
20.What is Media planning
Media planning refers to a series of decisions that has to be taken in delivering the ad message to the largest number f the target audience in the most effective manner at the lowest cost. Te plan specifies media objectives and media strategies tocomplies the objectives.
21.what do you mean by reach?
Reach is a measure of the number of different audience members exposed at least once to a media vehicle-in a given period of time.
22.What is coverage?
Coverage refers to the potential audience that might get exposed to the ad message through a media vehicle. Reach refers to the actual audience exposed to the message and coverage relates to the potential audience likely to be exposed to the message.
23.What is frequency?
Frequency refers to the number of time the audience is exposed to a media vehicle in a given period of time.
24.What is BDI?
Brand Development Index
Percentage of brands total sales in the market
Percentage of total population in that market.25.What is category Development Index?
Percentage of product category’s total sales in the market
Percentage of total population in the market
Index number is a good indicator of market potential. It helps the advertiser in determining where to focus the advertising efforts.
26.What is media scheduling?
Media scheduling is concerned with timing the insertion of advertisements in the selected media. There are three approached to scheduling
1.Continuity
2.Flighting
3.Pulsing
Media schedule is calendar of Advertising plan.
27. What is continuity Advertising?
Continuity refers to a continuous pattern of advertising without any gap. This strategy is suitable for those products categories that are regularly, consumer on an ongoing basis without any seasons fluctuations. Such as washing powders soaps, toothpaste, soft , drinks etc. continuity offers the advantages of constant reminder to consumer, covers the entire buying cycle, and allows for media discounts and preformed and locations. The disadvantages include higher costs, possibility of over exposures etc.
28.What is fighting?
Fighting refers to a less regular schedule of advertising in which there as intermittent periods of advertising and no advertising. In fighting periods of heavy advertising would be followed with no advertising believing that changed attitudes would not decay rapidly. Fighting offers the advantages of cost-efficiency as advertisingover’s only purchase cycle and may allow the use of more than one medium with limited budgets of has the advantage of decreased awareness interest and retention of ad message during non – scheduled periods.
29.what is pulsing?
Pulsing is a combination of continuity and fighting. The continuity is maintained as a base throughout but, during certain periods, the level of advertising is stepped up. Posing offers the combined advantages of both continuity and fighting this method is not suitable for seasonal products.
30. What is program rating?
Program rating is a measure of potential reach of broadcast media and is expressed as a percentage.
Number of households viewing the program
Program Rating
Total number of households owning TV sets
31.What is Gross Rating Points (GRP’s)
GRP is a numerical figure indicating how many potential audience members are likely to be exposed to a series of commercials. This combine the program rating and the average number of times the household is reached during the advertising cycle.
GRP=Reach Frequency
32.What is Target Rating point?
TRP refers to the number of times and the number of individuals in the primary target audience that the media will reach. Here the data are collected on weekly basis. One TRP is equal to one percent of total TV audience. If a program has 50 TRP is means that 50% of the panel members watched the program in that week.
33.What is Cost – per- thousand CPM?
Cost of ad space
CPM =
Circulation
Cost per thousand or CPM is used to compare the costs of media of different vehicles.
34.What is cost per rating point CPRP?
Cost of Commercial time
CPRP=
Program Rating
This is used to compare figures of broadcast media. This is also referred to as CPP cost per point.
35.What is Milline Rate?
A milline rate is a cost in rupees per line of standard dimensions to reach a newspaper circulation of one million.
10 Lakhs ×Rate percentage line
Million Rate=
Circulation
News papers with higher circulation figures charge more per line or per unit space.
36.what do you mean by Transit Advertising?
Transit advertising is similar to outdoor advertising as it also uses billboards, neon signs and electronic messages. Transits advertising is targeted at millions of people who are exposed to various modes of transportation such as hoses, trains, or air travel. The printed j ads and paid for and provided by the advertiser to the firm managing transit advertising. It is the responsibility of the firm to place and maintain the ad posters on the vehicles.
37.What are different types of Internet Advertising?
1.Ad Banner
2.Ad Button
3.website
4.Sponsorship
5.Interstitial
6.Classfied ad.
38.What do you mean by creative execution?
Creative execution is the way in which an advertising Appeal is used in an ad message. The element of message execution is as important as what is said in advertising. There are many ways in which advertising message can be presented. They are.
1.Facturla Message or Straight Sell
2.Testimonial
3.comparison
4.Life style
5.Animation
6.slice of lice
7.Fantacy etc.
38.What do you mean by slice of life?
Slice of life commercial dramatize real life situation. Professional actors in the commercial play the role of plain people and discuss some problem or issue. Often the situation encountered is of a personal native such as pimples, bad breath body odour, dandruff etc. A friend , relative or colleague drops the hint, the product is tried and the next scene shows a happy satisfied consumer. Most slice-of-life commercials open with a problem faced in daily life with the brand becoming the solution.
39.what is slice-of-death Commercial?
In variety of advertising Fear or anxiety appeal is used This type of advertising is humorously called slice of-death ads. These ads are designed to protect a person from loss of health, against smoking AIDS, wearing helmets, drug abuse etc. They all focus on the fear of losing life.
40.What do you mean by layout?
A layout is an orderly physical arrangement of headlines, subheads, body cop slogam,seal logo, signature and the visual elements into a finished advertisement . It shows where each empom=nent of the ad will be placed and gives guidelines to people working on the ad creation. Copy writer leams how much space is available to work with and hos much copy should be written. It helps the art director in determining the size of the visuals. Layout are usually done as rough and presented to the advertiser to get the preliminary approval.
41.What do you mean by balance in ad?
Balance is a Design principle. It means controlling the size, tone, weight and position of the elements in the ad. It occurs when equal weights or forces are equidistant from a reference on it, which is the imaginary vertical line drawn from the centre of the advertisement. When the weight of all elements on both sides of the vertical centre line is equal the layout has formal balance.
42.What do you mean by informal balance?
In the advertising when the equilibrium is achieved by placing element of different weights at unequal distance from the optical centre, the layout has informal balance. This Type of arrangement requires more thought than simple formal balance. But the effects will be imaginative and distinctive.
43.What do you mean by Advertising Campaign?
An advertising campaign includes a series of ads, placed in various media that are designed to meet objectives and are based on an analysis of marketing and communication situations. Advertising campaign includes Appraisal of advertising opportunity, market Analysis, setting advertising objectives setting budget and necessary control system, Determining media and creative strategy. Createads, pretest and Release ads and Finally Evaluate the final results.
44.What is advertising Budget?
Advertising Budget is basically a plan to allocate final resources to advertising for future operations and should be reviewed constantly keep in view the changing market condition.
45.What is Advertising Research?
Advertising Research is the subset of marketing research It systematically gathers and analyses information . Help develop or evaluate advertising strategies, individual ads, or whole advertising campaigns. The advertiser needs to know how consumers perceives its products or services, what are their views about competition and what image of the brand or company would be most appropriate to build.
46.what is creative concept research?
Creative specialists prepare several tentative ad concepts in the form of rough copy platform, or the storyboard. Researchers, conduct focus groups in the agency’s developmental lab, which combines intensive qualitiesinterviews with quantitative techniques. A discussion leader moderates the conversation and each group views the roughs. The reactions of these groups are measured videotaped and observed by researches behind a one way mirror. This help in identifying the most promising creative concept among the ones that have been seen and discussed by the focus groups. This is called creative concept research.
47.What do you mean by tracking studies?
It is one method of post testing of advertisements. These are conducted to measure the effects of advertising at regular intervals, and may be applied to both print and broad cast advertisements. These are used to asses the effects of advertising on awareness, recall. Interest and attitude toward the advertisement and purchase intention. Telephone survey, personal interview mail surveys are used either quarterly or semi annually the size of the sample usually varies between 250 and 500 cases per period. This helps advertisers assess current ad programs and planning for the future.
48.what do you mean by eyetracking?
It is a method of pretesting of advertisements. It’s a physiological testing. In eye tracking an eye movement camera depicts the route that the respondents eyes travelled over an ad to show the areas that attacked and held attention.
49.What is Electro dermal Response?
It is otherwise, called galvanic skin response. This is also a physiological testing of advertisements. Here a mild electrical current measures the respondents sweat grand activity to measure the tension an ad creates.
50.What is sales promotion?
“According to AMA In a specific sense, sales promotion includes those sales activities that supplement both personal selling and advertising and co-ordinate them and help to make them effective such as displays, shows and expositions, demonstrations and other non-recurrent selling effort not in he ordinary routine”.