Table of Contents | Page number |
Introduction to Promotion Mix |
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Elements of Promotion Mix |
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Advertising |
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Characteristics of Advertising |
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Advantages of Advertising |
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Disadvantages of Advertising |
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AIDA Model for Advertisement |
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Introduction to Advertisement Appeals |
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Types of Advertisement Appeals |
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Introduction of Lay’s Chips |
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Various types of appeals shown by different Print, TV & Radio advertisements of Lay’s Chips |
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Promotion Mix refers to the blend of several promotional tools used by the business to create, maintain and increase the demand for goods and services.
The fourth element of the 4 P’s of Marketing Mix is the promotion; that focuses on creating the awareness and persuading the customers to initiate the purchase. The several tools that facilitate the promotion objective of a firm are collectively known as the Promotion Mix.
The Promotion Mix is the integration of Advertising, Personal Selling, Sales Promotion, Public Relations and Direct Marketing. The marketers need to view the following questions in order to have a balanced blend of these promotional tools.
- What is the most effective way to inform the customers?
- Which marketing methods to be used?
- To whom the promotion efforts be directed?
- What is the marketing budget? How is it to be allocated to the promotional tools?
1. Advertising: The advertising is any paid form of non-personal presentation and promotion of goods and services by the identified sponsor in the exchange of a fee. Through advertising, the marketer tries to build a pull strategy; wherein the customer is instigated to try the product at least once. The complete information along with the attractive graphics of the product or service can be shown to the customers that grab their attention and influences the purchase decision.
2. Personal Selling: This is one of the traditional forms of promotional tool wherein the salesman interacts with the customer directly by visiting them. It is a face to face interaction between the company representative and the customer with the objective to influence the customer to purchase the product or services.
3. Sales Promotion: The sales promotion is the short term incentives given to the customers to have an increased sale for a given period. Generally, the sales promotion schemes are floated in the market at the time of festivals or the end of the season. Discounts, Coupons, Payback offers, Freebies, etc. are some of the sales promotion schemes. With the sales promotion, the company focuses on the increased short term profits, by attracting both the existing and the new customers.
4. Public Relations: The marketers try to build a favorable image in the market by creating relations with the general public. The companies carry out several public relations campaigns with the objective to have a support of all the people associated with it either directly or indirectly. The public comprises of the customers, employees, suppliers, distributors, shareholders, government and the society as a whole. The publicity is one of the form of public relations that company may use with the intention to bring newsworthy information to the public. For example, Large Corporate such as Dabur, L&T, Tata Consultancy, Bharti Enterprises, Services, Unitech and PSU’s such as Indian Oil, GAIL, and NTPC have joined hands with Government to clean up their surroundings, build toilets and support the swachh Bharat Mission.
5. Direct Marketing: With the intent of technology, companies reach customers directly without any intermediaries or any paid medium. The e-mails, text messages, Fax, are some of the tools of direct marketing. The companies can send the emails and messages to the customers if they need to be informed about the new offerings or the sales promotion schemes. E.g. The Shopperstop sends SMS to its members informing about the season end sales and extra benefits to the golden card holders.
Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. It is a way of mass communication. It is the most popular and widely practiced tool of market promotion. Major part of promotional budget is consumed for advertising alone. Various advertising media – television, radio, newspapers, magazines, outdoor means and so forth – are used for advertising the product.
Characteristics of advertising
i. Adverting is non-personal or mass communication. Personal contact is not possible.
ii. It is a paid form of communication.
iii. It is a one-way communication.
iv. Identifiable entity/sponsor-company or person gives advertising.
v. It is costly option to promote the sales.
vi. It can be reproduced frequently as per need.
vii. Per contact cost is the lowest.
Viii. Various audio-visual, print, and outdoor media can be used for advertising purpose.
ix. It is a widely used and highly popular tool of market promotion.
Following are the advantages of advertising:-
(1) Introduces a New Product in the Market:
Advertising plays significant role in the introduction of a new product in the market. It stimulates the people to purchase the product.
(2) Expansion of the Market:
It enables the manufacturer to expand his market. It helps in exploring new markets for the product and retaining the existing markets. It plays a sheet anchor role in widening the marketing for the manufacturer’s products even by conveying the customers living at the far flung and remote areas.
(3) Increased Sales:
Advertisement facilitates mass production to goods and increases the volume of sales. In other words, sales can be increased with additional expenditure on advertising with every increase in sale, selling expenses will decrease.
(4) Fights Competition:
Advertising is greatly helpful in meeting the forces of competition prevalent in the market. Continuous advertising is very essential in order to save the product from the clutches of the competitors.
(5) Enhances Goodwill:
Advertising is instrumental in increasing goodwill of the concern. It introduces the manufacturer and his product to the people. Repeated advertising and better quality of products brings more reputation for the manufacturer and enhances goodwill for the concern.
(6) Educates The Consumers:
Advertising is educational and dynamic in nature. It familiarises the customers with the new products and their diverse uses and also educates them about the new uses of existing products.
(7) Elimination of Middlemen:
It aims at establishing a direct link between the manufacturer and the consumer, thereby eliminating the marketing intermediaries. This increases the profits of the manufacturer and the consumer gets the products at lower prices.
(8) Better Quality Products:
Different goods are advertised under different brand names. A branded product assures a standard quality to the consumers. The manufacturer provides quality goods to the consumers and tries to win their confidence in his product.
(9) Supports The Salesmanship:
Advertising greatly facilitates the work of a salesman. The customers are already familiar with the product which the salesman sells. The selling efforts of a salesman are greatly supplemented by advertising. It has been rightly pointed out that “selling and advertising are cup and saucer, hook and eye, or key and lock wards.”
(10) More Employment Opportunities:
Advertising provides and creates more employment opportunities for many talented people like painters, photographers, singers, cartoonists, musicians, models and people working in different advertising agencies.
(11) Reduction in the Prices of Newspapers and Magazines Etc:
Advertising is immensely helpful in reducing the cost of the newspapers and magazines etc. The cost of bringing out a newspaper is largely met by the advertisements published therein.
(12) Higher Standard of Living:
The experience of the advanced nations shows that advertising is greatly responsible for raising the living standards of the people. In the words of Winston Churchil “advertising nourishes the consuming power of men and creates wants for better standard of living.” By bringing to the knowledge of the consumers different variety and better quality products, it has helped a lot in increasing the standard of living in a developing economy like India.
Advertising has the following disadvantages:
(1) Adds to Costs:
An organisation has to spend large amount on advertising. It increases the cost of the products. To meet this expenditure, price of the product is raised. No manufacturer pays for the advertising expenses out of his pocket. Advertising, therefore, leads to unnecessary rise in prices. In this reference it is said that advertising costs are passed on to the consumers in the form of high prices.
(2) Undermines Social Values:
Advertisement is a sort of day-dreaming for the people. These days it is taking the people away from reality and into the realm of artificiality. Through its medium people get information about new products. Only very few products are of any use for them. The brilliance of new products really gets on their nerves. They want to buy them but have no resources at their command. Consequently, they start feeling upset with their present status. Taking it as a social evil, it can be said that advertisement undermines social values.
(3) Confuses the Buyers:
Many a time distorted version of reality is shown in the advertising. Believing in advertising, consumers buy the product. On its use, they feel cheated.They come to realize later that the information given in the advertisement was something else whereas the actual product was quite different from it. Thus, people lose confidence in advertising because of wrong presentation. In this reference it is said that advertising confuses rather than helps.
(4) Encourages Sale of Inferior Products:
Every manufacturer projects his product as superior one in the advertisement. Therefore, the buyer is unable to decide as to which product is really good. Consequently, it is difficult to get good quality product even after paying a handsome price for it. If a seller gets good price for some inferior product, it becomes a habit with him. It affects other sellers also. Therefore, it is said that advertisement encourages the sale of inferior products.
(5) Some Advertisement is in Bad Taste:
Many times, foul language and objectionable pictures are used in advertising in order to attract a particular class. They may be insulting to a particular class. It causes decay of social values.
Such kinds of advertising are generally opposed by the people as it hurts their feelings. In this reference it is said that some advertisements are in bad tastes.
The AIDA model is just one of a class of models known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural stage (doing e.g. purchase or trial) stage.
The steps proposed by the AIDA model are as follows:
Attention –
The consumer becomes aware of a category, product or brand (usually through advertising)
Interest –
The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle
Desire –
The consumer develops a favorable disposition towards the brand
Action –
The consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
Advertising Appeal is an igniting force which stimulates the customer mindset towards the product or services. It not the only factor in the marketing mix which initiates a consumer for buying the product but it is certainly one of the advertisers' most important creative strategy decisions involves the choice of an appropriate appeal.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.
Types of Advertisement Appeals
1. Rational or Informational Appeal
2. Emotional Appeal
3. Moral Appeal
4. Other Advertisement Appeals
I. Rational or Informational Appeals
This is generally product oriented appeal, highlights the functional benefits like- quality, economy, value, or performance of a product. Following are different types of rational appeals:
Feature Appeal –
Advertisements based on such appeal are highly informative, provides information of product attributes or features that can be used as the basis for rational purchase decision. Technical and high involvement product often uses this appeal.
Competitive Advantage Appeal –
Such appeal is used to compare the product with the competitor's product directly or indirectly and advertiser try to present his product superior then competitor's product on one or more attributes.
Favorable Price Appeal –
Here price offer is considered as the dominant point of the message.
News Appeal –
Some type of news or announcements about product or company dominates the advertisement.
Product Popularity Appeal –
Product popularity is considered as the dominant point of advertisement by highlighting the increasing number of users of brand or the number who have switched to it.
High Quality –
Some products are preferred for their quality not merely because of their taste or style, such products are advertised by highlighting the quality attribute in advertisement.
Low price –
Many people prefer low priced goods. To target such audience products are advertised by highlighting the low price tag of the product.
Long Life –
Many consumers want product of durable nature that can be used for a long period, in advertisement of such product durability is the dominant point of the message.
Performance –
Many advertisements exhibit good performance of product.
Economy –
Many customers consider savings in operation and use of product, for example in case of automobile the mileage is considered while selecting the brand or model.
Scarcity –
Another appeal that is occasionally used is scarcity. When there is a limited supply of a product, the value of that product increases. Scarcity appeals urge consumers to buy a particular product because of a limitation.
Other Rational Appeals –
Other rational appeals include purity, more profits, time saving, multifunction, more production, regular supply and availability of parts, limited space required, artistic form, etc. that can make advertising effective.
II. Emotional Appeals
An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Emotions affect all type of purchase decisions.
Types of emotional appeals are as follows:
Positive Emotional Appeal –
Positive emotions like- humour, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product. For example- Jonson and Jonson baby products.
Negative Emotional Appeal –
This includes fear, guilt, and shame to get people to do things they should or stop.
Fear –
Fear is an emotional response to a threat that expresses some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance
Anxiety –
Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy mouthwash, deodorant, a safer car, get retirement pension plan.
Humour –
Humour causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humour. For example- Happydent, and Mentos.
III. Moral Appeals
Moral appeals are directed to the consumers’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes. Types of Moral Appeal are as follows:
- Social awakening and justice
- Cleaner and safe environment
- Equal rights for women
- Prohibition of drugs and intoxication
- Adult literacy
- Anti-smuggling and hoarding
- Protection of consumer rights and awakening
Reminder Appeal –
Advertising using reminder appeal has the objective of building brand awareness. For example- IPO
Teaser Advertising –
Advertisers introducing a new product often use this appeal. It is designed to build curiosity, interest and excitement about a product or brand. For example- Ponds ad of Saif & Priyanka
Musical Appeals –
Music is an extremely important component in advertising. It captures the attention of listeners. For example- Docomo, Airtel
Comparison Appeal –
In this appeal a brand’s ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands. For example-Tide & Surf
Direct Appeals –
Direct appeals clearly communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.
Indirect Appeals –
Indirect appeals do not emphasize a human need, but allude to a need.
Sex Appeal
Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product appearing interesting. However use of sex in types of advertising appeals can have a boomerang effect if it is not used carefully. It can interfere with the actual message of the advertisement and purpose of the product and can also cause low brand recall. If this is used then it should be an integral part of the product and should not seem vulgar. The shift should be towards sensuality.
Scarcity Appeal
Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc.
Masculine Feminine Appeal
It is used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.
Brand Appeal
This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
Snob Appeal
This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them.
Adventure Appeal
This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.
Romance Appeal
These advertisements display the attraction between the sexes. The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Fragrances, automobiles and other products use these types of advertising appeals.
Youth Appeal
Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals.
Endorsement
Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales.
Play on Words
Advertisements also make effective use of catch phrases to convey the message. Such appeals help in brand recognition and recall and can be quite popular with the youth in particular.
Statistics
Advertisements also use statistics and figures to display aspects of the product and its popularity in particular.
Plain Appeal
These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service.
Bandwagon Appeal
This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service.
Lay's is the brand name for a number of potato chip varieties as well as the name of the company that founded the chip brand in the U.S. in 1932. Lay's has been owned by PepsiCo since 1965. Lay's is the company's primary brand with the exception of limited markets where other brands are utilized (Walkers in the United Kingdom and Ireland, Smith's in Australia, Chipsy in Egypt, Poca in Vietnam, Tapuchips in Israel, Margarita in Colombia, Sabritas in Mexico and, formerly, Hostess in Canada). It is also called Frito-Lay.
This advertisement focuses to lure youth to buy liberty products. The various appeals involved in this advertisement includes –
1. Romance appeal
This advertisement signifies that buying Lays chips will have a positive impact on the opposite sex and improve your romantic or love life.
2. Youth appeal
Since this advertisement is endorsed by two youths. So it is appealing to youth to buy their products.
3. Adventure Appeal
This advertisement signifies that purchasing Lays chips will change the individual’s life radically and fill it with fun, adventure and action
4. Masculine Feminine Appeal
This advertisement aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.
5. Positive Emotional Appeal
This advertisement also demonstrates emotions like love, pride and joy a appeal audience to buy that product.
Endorsement Appeal
Ranveer Kappor is endorsing Lays Chips in this advertisement.
This advertisement includes following appeals:-
1. Teaser Advertising
This advertisement is designed to build curiosity, interest and excitement about its product.
2. Brand Appeal
This advertisement has a brand appeal as it is directing people who are Liberty brand conscious and wish to choose particular products to make a brand statement.
3. Snob Appeal
Since this advertisement is creating feeling of desire to opt it as it is termed as top of the line and has considerable qualities of elegance associated with it.
4. Adventure Appeal
This advertisement is also giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.
5. Performance Appeal
This advertisement exhibits good performance of product.
The various types of appeals included in this advertisement includes –
1. Favorable Price Appeal –
This advertisement clearly demonstrates the price of the product which is favorable for the customers and also dominant point of this advertisement.
2. Low price
Many people prefer low priced goods. To target such audience this advertisement has been made to highlight the low price tag of the product.
3. Economy –
This advertisement also shows that people can own Lays chips at an economical rate which has more quantity too.
4. Direct Appeals –
This advertisement has a direct appeal to people to buy Lays chips in bulk quantity.
Source: https://www.youtube.com/watch?v=dTVIrhnt5x4
The various appeals included in this TV advertisement of Liberty shoes Includes:-
Endorsement
Saif Ali Khan endorses Lays chips in this TV commercial and persuades customers to buy it.
Adventure Appeal
This advertisement is directed towards giving the impression that purchasing Lays will change the individual’s life radically and fill it with fun, adventure and action.
Humour –
This advertisement causes consumer to watch advertisement, laugh on it, and most important is remember it and also the product connected with this humour.
Musical Appeals –
The video comprise of musical song completing focusing on modern, young & dynamics people creating a sense of curiosity for music lovers to enjoy Lays chips.
Source: https://www.youtube.com/watch?v=rRENwPfWHks
The various appeals involved in this TV advertisement commercial include-
1. Indirect Appeals –
This advertisement is not emphasizing a human need but , but alluding to a need.
2. Teaser Advertising –
This advertisement Advertisers is creating curiosity, interest and excitement about Lays chips.
3. Positive Emotional Appeal –
Positive emotions like- humour, love, care, pride, or joys are shown in advertisements to appeal audience to buy Lays chips.
4. Musical Appeals –
The video comprise of musical song completing focusing on modern, young & dynamics people creating a sense of curiosity for music lovers to enjoy Lays chips.
5. Endorsement
Saif Ali Khan endorses Lays chips in this TV commercial and persuades customers to buy it.
The advertisement appeals included in this advertisement are:-
1. Statistics
This Advertisement uses statistics and figures to display aspects of the product and its popularity in particular and a chance to win Rs.50 Lakhs.
2. Play on Words
This Advertisement makes effective use of catch phrases to convey the message which helps in brand recognition and recall and can be quite popular with the youth in particular.
3. Romance Appeal
This advertisement displays the attraction between the sexes. It is used to signify that buying Lays chips will have a positive impact on the opposite sex and improve their romantic or love life.
4. Teaser Advertising –
This advertisement introduces a new flavor of Lays chips and it is creating curiosity, interest and excitement about this new Lays product.
Bibliography
— www.google.com
— https://www.youtube.com/watch?v=dTVIrhnt5x4
— https://www.youtube.com/watch?v=rRENwPfWHks
— http://www.fritolay.com/
