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Sybcom Advertising Module 4

The document discusses various topics related to advertising including brand building, brand equity, managing brand crises, rural advertising, political advertising, advocacy advertising, corporate image advertising, green advertising, and trends in advertising. It provides information on communication processes, developing brand image, factors influencing brand equity, advantages of brand equity, strategies for managing brand crises and rural advertising. Media used and purposes of different types of specialized advertising like political, advocacy, and corporate image advertising are also outlined. Common green marketing claims and trends in media, ad spends, agencies, and ad execution are summarized.

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DILIP JAIN
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2K views5 pages

Sybcom Advertising Module 4

The document discusses various topics related to advertising including brand building, brand equity, managing brand crises, rural advertising, political advertising, advocacy advertising, corporate image advertising, green advertising, and trends in advertising. It provides information on communication processes, developing brand image, factors influencing brand equity, advantages of brand equity, strategies for managing brand crises and rural advertising. Media used and purposes of different types of specialized advertising like political, advocacy, and corporate image advertising are also outlined. Common green marketing claims and trends in media, ad spends, agencies, and ad execution are summarized.

Uploaded by

DILIP JAIN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SYBCOM ADVERTISING SEM III

BRAND BUILDING AND SPECIAL PURPOSE ADVERTISING

BRANDBUILDING
1) COMMUNICATION PROCESS
Elements of advertising communication :
1. The sender (Encoder)
2. The Message
3. Medium
4. The receiver (Decoder)
2) AIDAMODEL
1. Attracting attention
2. Arousing interest
3. Creating desire
4. Securing action
3) ROLE OF ADVERTISING IN DEVELOPING BRAND IMAGE
Ways of Developing brand image
I) Advertising related factors
1. Creativity in advertising
2. Brand Ambassadors
3. Media selection
4. Media scheduling strategy
5. Symbols
6. Sponsoring of events
7. Size/Length of Ad
8. Humour in advertising

II) NON ADVERTISING RELATED FACTORS


1. Distribution
2. After sale service
3. Product performance
4. Price
5. Company
6. Packaging

BRANDEQUITY
Meaning: Every brand has a value, and the value of a brand is brand equity.
Factors Influencing Brand Equity:
1. Brand Loyalty
2. Brand Name awareness
3. Perceived Quality of the Brand
4. Brand Association
5. After-Sale-Service
6. Brand Ambassadors
7. Brand patent
8. Brand Logo
Advantages of Brand Equity
Brand equity provides value to customers by :

 Helping them
 Enhancing their confidence
 Enhancing customer satisfaction
Brand equity provides value to firm by enhancing:

 Marketing programs
 Brand loyalty
 Price and Profit Margins
 Brand Extensions
 Trade Leverage
 Competitive Advantage
Managing brand crisis
Management of brand crisis
1 crisis management team
2 crisis management plan
3 social media
4 public relation campaign
5 media relations
6 recall of the product
7 compensate the affected buyers
8 consultants
Rural advertising
Advertising media in rural areas
Media penetration
Advertising media for rural markets
1 Traditional media
2 Mass media
Strategies for rural advertising
1 influence strategy
2 participatory strategies
3 show -N-Tell strategy
4 product demonstration strategy
Political advertising
Contents
Purpose
Media used
Timing of advertising
Code for political advertising
Advantages of political advertising
1 vote for particular candidate
2 It helps to enhance the image of the political party
3 It helps to create awareness among the masses regarding the problems

Advocacy advertising
Reason for advocacy advertising
Media used
Undertaken by
Advantages of advocacy advertising
1 correct negative attitude
2 improve the image
3 relations
4 security and confidence
Corporate image advertising
Meaning and purpose
Who undertakes?
Nature of corporate image advertising
Aspects
Green advertising
Common green marketing/advertising claims
1 “Free of “claim
2 Voc -Free
3 Non – Toxic
4 ozone- friendly
5 Biodegradable
6 Recyclable and recycled products
7 carbons offset claims
8 Renewable claims
Trends in advertising
Trends in media
1 convergence of media
2 interactivity
3 trends towards non traditional media
4 audiences tracking
5 new media options
6 unbundling of media services
7 trends towards internet advertising
Trends in ad spends
Share of media in ad expenditure
Category wise ad expenditure
Trends in ad agencies
1 Trends towards global joint ventures
2 Media buying agencies
3 smaller niche ad agencies
4 less investment by ad agencies
Trends in execution of advertisements
1 Live streaming of ads
2 participatory strategies
3 show- n- tell strategy
4 influence strategy on social media
5 augmented reality and virtual reality

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