sign in sign up
<<
Home , Advertising management, Advertising research

International Journal of Research and Development - A Management Review (IJRDMR) ______

A Study on Effective Management Strategy

A.Shobika & J.Sindhu, II BBA CA, Department of Bachelor of Business Administration with CA, Sri Krishna Arts and Science College

management, ad campaigns and efforts Abstract -Every origin should have objectives to provide a frame work for action. Advertising is a part of the tend to founder and produce little or no results. mix and thus, advertising objective should in Effective advertising always begins by engaging in line with the overall promotion or objectives of competent . The research helps to a firm which in turn, should be in line with the overall identify the sectors of the consumer market that are most organizational objectives. Setting advertising objectives is the starting point in developing is advertising. Advertising likely to positively respond to a given product. In order is best business. At present it is estimated to be are to identify these niche markets within the larger group of industry worth RS, 50000 crore (2013) account of consumers, researchers will not only seek to understand recession, ad spends have led to slump in the ad market. what appeals to these buyers but why those goods and The growth rate has slumped from 24.5% in 2007 to services have that inherent appeal. The data collected advertising is a Promotional activity for marketing a from the research can then be used to enhance the commodity. In the present day world of mass production marketability of products, addressing everything from and , advertisement serves as a powerful tool in function to packaging. the marketing machinery. A different producer manufactures similar type of goods. They face tough Advertising: competition in the market every producer is trying to creating demand for his product. “Advertising is a non-personal communication of information usually paid for and usually persuasive in INTRODUCTION: nature about products, services or ideas by identified is a career path in the sponsors through the various media." advertising industry. Advertising and promotions Advertising is an activity of attracting public attention to managers may work for an agency, a PR firm, a media a product or business, as by paid announcements in the outlet, or may be hired directly by a company to develop print, broadcast, or electronic media. branding for the company's product or service. This position can include supervising employees, acting as a Advertising is a paid form of a non-personal message liaison between multiple agencies working on a project, communicated through the various media by industry, or creating and implementing promotional campaigns. business firms, non-profit organisations, or individuals. Advertising is persuasive and informational and is Regarding terminology, while advertising is the designed to influence the purchasing behaviour and/or promotional campaign itself, advertising management thought patterns of the audience. Advertising is a can address the whole process - the function of marketing tool and may be used in combination with marketing starting from continuing other marketing tools, such as sales promotions, through advertising, leading to actual sales or tactics, or . achievement of objective, potentially including evaluation of the entire cost-benefits to the Non-personal: company involved. Basically sales are done either personally or non- Advertising management: personally. Personal selling requires the seller and buyer to get together. Personal selling has its own advantages Advertising management is the process of overseeing and disadvantages. Whereas advertising is non-personal campaigns that seek to inform and attract consumers selling. Personal selling has many advantages over regarding a particular good or service. This process advertising like direct communication, bargaining, begins with the first stages of the market research that enough time to discuss in detail about the product, seller helps to create the advertising strategy, moves on to the can easily locate potential buyer. Advertising has none development of the general outline for the campaign, the of the advantages of personal selling, very little time to creation of a specific plan of action and the launching of present sales message, message is cannot be changed the completed project. Without effective advertising easily. ______ISSN (Print): 2319–5479, 2014 72 International Journal of Research and Development - A Management Review (IJRDMR) ______

Communication: Persuasive: Communication means passing information, ideas, or Objective of advertising is to increase demand for feelings by a person to another. Communication uses all existing product by persuading new customer for first the senses like smell, touch, taste, sound, sight. Only time purchase and existing customers for repurchases. two senses - sound and sight are really useful in Persuasive advertising attempts to increase demand for advertising. In advertising, what appears is everything an existing product. Persuasive advertising is a the writer thinks the customer needs to know about the competitive type of promotion suited to the growth stage product in order to make a decision about the product. and the early part of the maturity stage of the product That information will generally be about how the life cycle. product can benefit the customer. Reminder: Paid For: The objective of advertising is to remind customers Advertiser has to pay for the creation of ad and for about existence of product, and on-going promotional placing it in the media. Cost of ad creation and cost of activities. Reminder advertising strives to reinforce time/space in the media must be paid for. Cost of previous promotional activity by keeping the name of a advertising depends on TRP of media, reach of media, product before the public. It is common in the latter part and frequency of ad to be displayed. of the maturity stage and throughout the decline stage of the product life cycle. Persuasive: Functions and Classifications of Advertising: "Persuasive" stands to reason as part of the definition of advertising. The basic purpose of advertising is to Functions of Advertising - Following are the basic identify and differentiate one product from another in functions of advertising: order to persuade the consumer to buy that product in 1. To distinguish product from competitors' products: preference to another. There are so many products of same category in the Identified Sponsors: market and they compete with each other, Identified sponsors mean whoever is putting out the ad advertising performs the function of distinguishing tells the audience who they are. There are two reasons advertiser's product from competitors. for this: first, it's a legal requirement, and second, it 2. To communicate product information: makes good sense. Legally, a sponsor must identify himself as the sponsor of ad. By doing so the sponsor Product related information required to be not only fulfils the legal requirements, but it also makes communicated to the targeted customers, and a good sense, if the sponsor doesn't do so, the audience advertisement performs this function. may believe that the ad is for any competitor's product, 3. To urge product use: thus wasting all the time and money in making and placing the ad. Effective advertisement can create the urge within audience for a product. Objectives of Advertising: 4. To expand product distribution: Objectives of Advertising - The real objective of advertising is effective communication between When the market demand of a particular product producers and consumers with the purpose to sell a increases, the number of retailer and distributor product, service, or idea. The main objectives of involved in sale of that product also increases, advertising are as follows: hence product distribution get expanded. Informative: 5. To increase preference: Objective of advertising is to inform its targeted There are various products of different bands audience/customers about introduction of new product, are available, the brand which is effectively and update or changes in existing products or product related frequently advertised is preferred most. changes, information regarding new offers and schemes. Informative advertising seeks to develop initial demand 6. To reduce overall sale cost: for a product. The promotion of any new market entry Advertising increases the primary demand in the tends to pursue this objective because marketing success market. When demand is there and the product is at this stage often depends simply on announcing available, automatically the overall cost will product availability. Thus, informative advertising is decrease, simultaneously the cost of sales like common in the introductory stage of the product life distribution cost, promotional cost also gets cycle. decreased. Classification of Advertising - Advertising can be classified on the basis of Function, Region, Target

______ISSN (Print): 2319–5479, 2014 73 International Journal of Research and Development - A Management Review (IJRDMR) ______

Market, Company demand, desired service. Examples: Advertisements of Intel, Kuttons response, and Media. (shirt), Lakme (cosmetics) etc. A) Classification on the basis of function Industrial product advertising:  Advertisement informs the customers about a This is also called Business-to-Business Advertising. product This is done by the industrial manufacturer or his distributor and is so designed that it increases the  Advertisement persuades the consumers to buy a demand of industrial product or services manufactured products by the manufacturer. It is directed towards the industrial  Advertisement reminds existing customers about customer. the presence of the product in the market Trade advertising: B) Classification on the basis of region: This is done by the manufacturer to persuade Advertisements can also be classified on the basis of the wholesalers and retailers to sell his goods. Different region, say: media are chosen by each manufacturer according to his product type, nature of distribution channel, and Global advertising: resources at his command. Hence, it is designed for It is executed by a firm in its global market niches. those wholesalers and retailers who can promote and sell Reputed global magazines like Time, Far Eastern the product. Economic Review, Span, Fortune, Futurist, and Popular Professional advertising: Science. Cable TV channels are also used to advertise the products throughout world. Supermodels and cinema This is executed by manufacturers and distributors to stars are used to promote high-end products Examples: influence the professionals of a particular trade or Sony, Philips, Pepsi, Coca Cola, etc. business stream. These professionals recommend or prescribe the products of these manufacturers to the National advertising: ultimate buyer. Manufacturers of these products try to It is executed by a firm at the national level. It is done to reach these professionals under well-prepared increase the demand of its products and services programmes. Doctors, engineers, teachers, purchase throughout the country. Examples: BPL (Believe in the professionals, civil contractors architects are the prime best). Whirlpool Refrigerator (Fast Forward Ice Simple) targets of such manufacturers. etc. Financial advertising: Regional advertising: Banks, financial institutions, and corporate firms issue If the manufacturer confines his advertising to a single advertisements to collect funds from markets. They region of the country, its promotional exercise is called publish prospectuses and application forms and place Regional Advertising. This can be done by the them at those points where the prospective investors can manufacturer, wholesaler, or retailer of the firm. easily spot them. Examples: Advertisements of regional newspapers D) Classification on the basis of desired responses: covering those states or districts where these newspapers are circulated. Eg. The Assam Tribune (only for the NE An ad can either elicit an immediate response from the region) etc. target customer, or create a favourable image in the mind of that customer. The objectives, in both cases, are Local advertising: different. Thus, we have two types of advertising under When advertising is done only for one area or city, it is this classification. called Local Advertising. Some professionals also call it Direct action advertising: Advertising. It is sometime done by the retailer to persuade the customer to come to his store regularly and This is done to get immediate responses from not for any particular brand. Examples: Advertisements customers. Examples: Season's sale, purchase coupons of Ooo la la, Gupshup (Local FM channels) etc. in a magazine. C) Classification on the basis of : Indirect action advertising: Depending upon the types of people who would receive This type of advertising exercise is carried out to make the messages of advertisements, we can classify a positive effect on the mind of the reader or viewer. advertising into four subcategories: After getting the advertisement he does not rush to buy the product but he develops a favourable image of the Consumer product advertising: brand in his mind. This is done to impress the ultimate consumer. An Surrogate advertising: ultimate consumer is a person who buys the product or service for his personal use. This type of advertising is This is a new category of advertising. In this type of done by the manufacturer or dealer of the product or promotional effort, the marketer promotes a different ______ISSN (Print): 2319–5479, 2014 74 International Journal of Research and Development - A Management Review (IJRDMR) ______product. For example: the promotion of Bagpiper soda. Advertising as Mass Communication and The firm is promoting Bagpiper Whisky, but Communication Mix: intentionally shows soda. They know that the audience Advertising is a form of mass communication. is quite well aware about the product and they know this Advertising is a process of transmission of information fact when the actor states, "Khoob Jamega Rang Jab Mil by the manufacturer or a seller of a product or service to Baithenge Teen Yaar ... Aap ... Main, Aur Bagpiper"). modify or stimulate the behaviour of the buyer to buy a E) Classification on the basis of the media used in particular product. Advertising can be in any form of advertisement presentation such as sign, symbol or illustration in print media, a commercial on radio or television, poster etc. The broad classification based on media is as follows: Thus advertising is the communication link between the Audio advertising: seller and the buyer. It is done through radio, P A systems, auto-rickshaw Advertising is a paid form of a non-personal message promotions, and four-wheeler promotions etc. communicated through the various media by industry, business firms, non-profit organisations, or individuals. Visual advertising: Advertising is persuasive and informational and is It is done through PoP displays, without text catalogues, designed to influence the purchasing behaviour and/or leaflets, cloth banners, brochures, electronic hoardings, thought patterns of the audience. simple hoardings, running hoardings etc. Marketing Communication Mix: Audio-visual: The marketing communication mix is the specific mix of It is done through cinema slides, movies, video clips, advertising, personal selling, , public TV advertisements, cable TV advertisements etc. relation, and a company uses to pursue its advertising and marketing objectives. Elements of the Written advertising: mix are blended in different quantities in a campaign. It is done through letters, fax messages, leaflets with Emotional Appeals: text, brochures, articles and documents, space marketing features in newspapers etc. An emotional appeal is related to an individual’s psychological and social needs for purchasing certain Internet advertising: products and services. Emotions affect all type of The World Wide Web is used extensively to promote purchase decisions. Types of emotional appeals are as products and services of all genres. For example Bharat follows: Matrimony, www.teleshop.com,  Positive Emotional Appeal - Positive emotions www.asianskyshop.com etc. like- humour, love, care, pride, or joy are shown in Verbal advertising: advertisements to appeal audience to buy that product. For example- Jonson and Jonson baby Verbal tools are used to advertise thoughts, products, products. and services during conferences, seminars, and group discussion sessions. Kinesics also plays an important  Negative Emotional Appeal - This includes fear, role in this context. guilt, and shame to get people to do things they should or stop. and its Functions:  Fear - Fear is an emotional response to a threat that According to American marketing Association, "An expresses some sort of danger. Ads sometimes use Advertising agency is an independent business fear appeals to evoke this emotional response and organisation composed of creative and business people arouse consumers to take steps to remove the who develop, prepare and place advertising in threat. For example- Life Insurance advertising media for sellers seeking to find customers for their goods and services."  Anxiety - Most people try to avoid feeling anxious. Advertising Agency is an independent business To relieve anxiety, consumers might buy organisation specialised in advertising related work mouthwash, deodorant, a safer car, get retirement which undertakes the work of planning, preparing, and pension plan. executing advertising campaign for its clients.  Humour - Humour causes consumer to watch Advertising Agency is a body of experts specialised in advertisement, laugh on it, and most important is to advertising. Advertising Agency performs following remember advertisement and also the product activities for its clients: connected with humour. For example- Happy dent, and Mentos.

______ISSN (Print): 2319–5479, 2014 75 International Journal of Research and Development - A Management Review (IJRDMR) ______

Moral Appeals: AIDA and the : Moral appeals are directed to the consumes’ sense of Attention Interest Desire Action what is right and proper. These are often used to exhort Advertisin Very Very Somewha Not people to support social and ethical causes. Types of g Effective Effective t Effective Moral Appeal are as follows: Effective Public Very Very Very Not  Social awakening and justice Relations Effective Effective Effective Effective Sales Somewha Somewha Very Somewha

 Cleaner and safe environment Promotion t t Effective t  Equal rights for women Effective Effective Effective Personal Somewha Very Very Very  Prohibition of drugs and intoxication Selling t Effective Effective Effective Effective  Adult literacy DAGMAR Model:  Anti-smuggling and hoarding DAGMAR stands for Defining Advertising Goals for  Protection of consumer rights and awakening Measured Advertising Results. DAGMAR Model was AIDA Concept: developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results. AIDA Model is a selling concept presented by Elmo Lewis to explain how personal selling works. AIDA According to DAGMAR Model the ultimate objective of Model outlines the processes for achieving promotional advertising involves a communication task, intended to goals in terms of stages of consumer involvement with create awareness, impart information, develop attitude the message. The Stages are Attention, Interest, Desire, and induce action. and Action. Advertising objective is to carry a consumer through Attention four levels of understanding:- In this media filled world, advertisers need to be quick 1. From unawareness to awareness - consumer must and direct to grab audience attention. Ads are required to be aware of product or company, be eye catchy which can make audience stop and read or 2. Comprehension - what the product is and its watch what advertiser have to say next. Powerful words benefits, and pictures are used in ads to make them attractive. 3. Conviction - mental conviction to buy the product, Interest and After getting attention of a chunk of the targeted 4. Action - finally buy the product. audience, it is required to keep them engaged with the ad to make them understand the message in more detail. Communication Process in DAGMAR Approach: Gaining the reader's or audience interest is more difficult 1. Awareness process than grabbing their attention. To gain audience interest the advertisers must stay focused on audience Before the purchase behaviour is expected from target needs. audience it is necessary to make the audience aware with the product or company. The initial communication task Desire of the advertising activity is to increase the consumer The Interest and Desire parts of AIDA goes hand-in- awareness of the product or offer. hand. As advertiser builds the audience interest, he also 2. Comprehension need to help them understand how what he is offering can help them in a real way. The way of doing this is by Only Awareness is not be sufficient to stimulate a appealing to their personal needs and wants. purchase, sufficient knowledge and information about product or organisation is necessary. This step involves A good way of building the reader's desire the target audience to learn something about product, for advertiser offering is to link features and benefits. organisation, or offer. Here communication task of Hopefully, the significant features of the offering have advertising activity is to make consumer learn about been designed to give a specific benefit to members of product - product characteristics, benefits, or uses. the target market. 3. Attitude or Conviction Action At this step a sense of conviction is established. By Finally, advertisers need to be very clear about what creating interest and preference, buyers are moved to a action he want the audience to take- trial, position where they are convinced that a particular purchase, repurchase, or other. product in the class should be tried at the next opportunity. At this step communication task of advertising activity is to mould the audience’s beliefs ______ISSN (Print): 2319–5479, 2014 76 International Journal of Research and Development - A Management Review (IJRDMR) ______about the product and this is often done through  Special care should be given to weak and messages that demonstrate the product’s superiority over vulnerable groups like - children, poor people, or a rival or by talking about the rewards as a result of elderly people. using the product. Advertising and Social Responsibility: 4. Action Advertising has a strong social responsibility, Finally, communication must encourage buyer to engage independent of its known commercial responsibility. in purchase activity. Advertisers should have a deeper sense of social responsibility and should develop their own set of Truthfulness in Advertising: ethical and social norms taking into consideration the Truth in advertising promotes a highly efficient, values of their society. functioning economy by: CONCLUSION  Discouraging deceptive business practices; Advertisement is important to set clear objectives for an  Encouraging the provision of accurate and truthful advertising campaign, whether it is intended to build information; awareness, develop brand comprehension or convince the customer to purchase the brand. These  Enhancing competition by ensuring a level playing communication objectives of advertising are measurable field; and and in team help in achieving the behavioural objectives  Enabling informed consumer choice. of inducting a trail purchase or increasing brand loyalty or increasing product usage. The Dignity of the Human Person: REFERENCES:  The dignity of human beings should be respected; advertisements should not insult the dignity of [1] Khan and Martin2003); sales and Distribution (I human beings; Edtion) Anurag jain Publishing company, New Delhi.  Different cultures and ethnic groups should be presented in advertising as equal with the majority [2] Rajan Saxena(2003): (II of the population; Edition), Tata McGraw-Hill Publishing company Ltd., New Delhi



______ISSN (Print): 2319–5479, 2014 77