There are many products that are rarely purchased direct by consumers. They are usually bought as part or ingredient in other products. For example, there is Teflon (DuPont product), Pentium (Intel Corporationās computer processor chip), Athelon (Advanced Micro Devices computer processor chip) and many others. Advertising of such products is called end product advertising Ā (also called branded ingredient advertising). This type of advertising is often undertaken by manufacturers whose branded parts or ingredients are used in producing usually other branded or unbranded consumer products. Successful end product advertising helps create demand for the ingredient that helps in the sale of another product, such as Intel promotes its Pentium processors. The sustained existence of consumer demand for such ingredients encourages companies to use them in their consumer products. It is not easy to build end-product demand. The manufacturer must have an ingredient that is widely recognized by manufacturers and consumers andĀ Continue reading
Advertising Management
What is National Advertising?
The term national advertising Ā has a special connotation that it is not confined to any geographic area within the nation. This type of advertising is undertaken mostly by the marketer of a branded product or service sold through different outlets in the distribution channel, wherever they may be located. Apparently the term national advertising Ā conveys mass marketing effort. In reality this does not necessarily mean that the product is sold nationwide. The objective of national advertising is to inform or remind consumers about a company or brand. The ad may intend to communicate brand features, benefits, advantages or uses and to create or reinforce its image so that the consumers will be predisposed to buy it. This type of advertising is done by a manufacturer and is in contrast to that done by a retailer whose objectives are totally different. National advertising often identifies a specific target audience and attemptsĀ Continue reading
Role of Communication Process in International Advertising
Advertising is one of the most visible forms of communication. Because of its wide use and its limitations as one-way method of communication, advertising in international markets is subject to a number of difficulties. Advertising is often the most important part of the communication mix for the consumer goods, where there is a large number of small volume customers who can be reached through mass media. International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken.Ā International advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles and consumption patterns. International advertising is also a business activity involvingĀ Continue reading
The Standardized Advertising Approach
There are three basic schools of thought regarding advertising standardization. First one is standardization approach which assumes that due to faster communication there is a convergence of markets and that costumer are becoming increasingly similar. Second is an adaptation approach which point to cultural differences and conclude that advertising must be adapted and the last one compromise approach which recognizes local differences but also that some degree of advertising standardization is possible. Standardized Approach Ā Standardized or global advertising approach is practice of advertising the same brand or same product in the same way everywhere around the world. It looks for similarity across countries and segments to catch up a common thread to capitalize on adverting. That opinion shows that human needs and emotions are the same in everywhere. In addition this communication and transportation, technology, create a global market and desires of costumer around the world become homogenized. GlobalĀ Continue reading
Case Study: Advertising Strategies of The Times of India
The Times of India (TOI) is one of the leading newspapers in India. It is the largest circulated English newspaper in India. It represents the growing influence of Indian middleclass and the value of English education in the country. The Chief Manager of advertising at The Times of India was evaluating effectiveness of its campaign in building The Times of India as a national brand. Most of the advertising in the past has been functional in nature. It has concentrated on promoting Times of India as a brand with functional elements like ālargest circulatedā English newspaper; most upmarket newspaper; the newspaper with a grip on future and other relevant functional attributes which are common for a newspaper. Recently they have shifted to emotional platform where the newspaper is being projected as something that chronicles the aspirations of Indians. It reflects struggle, turbulence, success and failure in an Indianās life. HeĀ Continue reading
Steps Involved in Advertisement Planning
Advertisers and advertising agencies believe that customers have needs and desires, which can be fulfilled through the purchase and use of products and services. Advertising works largely through appeal of emotions of envy, fear, anxiety, about oneās appearance and lack of status. It is widely assumed that advertising works if the AIDCA formulas are followed. The formula sums up the principles of advertising. The name of the formula is derived from the initial letters of the words: Attention, Interest, Desire, Conviction and Action. The formula suggests that the attention and interests of the customers must be gained first before the process of stimulating desire, imparting conviction and urging action in advertisements can bring about a change in the buying behaviors. Steps Involved in Advertisement Planning The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way, usually meaning that thisĀ Continue reading