1. Communicating Customer Value: Integrated Marketing Communications Strategy

2. Advertising Mass persuasive communication paid for by an identified sponsor that makes use of various media

3. Advertising Developing and Advertising Programs

4. Advertising Objectives are classified by primary purpose Inform Persuade Remind Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time

5. Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product Setting Advertising Objectives

6. Informative advertising Persuasive advertising Comparative advertising Reminder advertising

7. INFORMATIVE A giant U Agency: O&M Reasons: Signature of mother brand Unilever U means You ( Indian Consumer) Canara Bank Agency: O & M Base Line: We all change for our loved ones

9. Persuasive Tata Tea Agency: Lowe Base Line: Har Subah bas Utho Mat, Jaago Re

12. Reminder

14. Comparative Advertisement

19. Table 15.1 -Possible Advertising Objectives

20. Features of advertising Paid Form Impersonal Presentation Speedy and mass communication Identified Sponsor

21. Importance of Advertising Draws attention to the product or brand Popularisation of products or brands or ideas Crucial for launch or announcement Helps in increasing sales Builds brands image Generates employment Use persuasion for results Target oriented

22. Advertising Factors to consider when setting the budget Product life-cycle stage- new products more ads, mature products less ads Market share- low share brand more ads Brands with more competition-more advertisement Undifferentiated brands - more ads Setting the Advertising Budget

23. Advertising Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of: Creating advertising messages Selecting advertising media Developing Advertising Strategy

24. Advertising Advertisements need to break through the clutter: Gain attention Communicate well Creating the Advertising Message

29. THANK YOU