WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS

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Advertising and Promotion (MKT621)

Lesson 20

WHY ADVERTISING

OVERVIEW

In this lecture an important aspect i.e. the language in advertising will be further explained and

the use of weasel words will be explained. The reason of advertising and how does it help in

conveying information besides market education and its different classifications with regard to

the market education, effects of adopting market education strategy and the techniques adopted

for this will be discussed. We will also cover the role of Public Relation in advertising and the

difference between the two and the 7W's for the advertisement campaign.

WEASEL WORDS:

Advertisers often use special words or phrases. These words or phrases are often misleading

such words are called weasel words e.g. Weasel words are "Helps, Virtual, New and Improve

and like". Few of these words are further explained below:

Helps: People often think word help means to stop, but in advertising it means not necessarily

true. e.g. a product can help indigestion. In fact product does not cure indigestion.

Virtually: Means not really or not in fact e.g. if you see an ad. That this cold medicine virtually

relieves all symptoms, The ad could mean it does not relieve any symptoms

New & improved: The change makes product new. A product remains new for 6 months.

Like: Like means "not in fact". Some products claim they work "like magic". if things are like

magic they are not magic.

PRESUPPOSITION: These are crucial part of advertising as they can cause the reader to

consider the existence of objects, propositions and culturally defined behavioral properties

.e.g." Have you had your daily vitamins" presupposes that you take or need" daily vitamins" .

WHY ADVERTISING?

It is important to understand as to why someone needs advertising and what are the objectives

to be accomplished besides knowing how does advertising help. The answer to all these

questions is briefly appended below:

· It is an important technique developed long before most of the other matured.

· It financially supports many of the media of communication.

· It is always immediately apparent to be a communication from an interested party seeking

to reach target audience.

· It is essential to the sale of vast quantities of goods produced.

· Is always clearly visible & often measurable.

How does Advertising help?

The purpose of advertising is primarily to create awareness and convey information like;

Company planning to establish new product.

Notifying personnel of changes in work schedules, layoffs or recalls.

Explanation of interruptions in service & what the public should do.

Why is there a change of company name?

Explanation of issues in a strike.

Report company's activities to target public.

Contributing to the company's image.

Advertising and Promotion (MKT621)

Advertising & Market Education:

There are certain companies or advertisers who use the special and effective method of market

education in advertising to make it more acceptable and productive in response, there are

following three fold effects of market education in advertising:

Will help to make advertising more quickly acceptable & productive in response.

Could make less weighty advertising possible.

Whatever advertising is conducted , it is likely to be more economical

Two Kinds of Market Education & Two Types of Market:

Primarily there are two major kinds of market education and for this purpose the market can

also be classified into two types like trade and consumers. Following are the two kinds of

market education.

ONE kind of market education prepares the market in advance... Also called pre-selling.

SECOND kind of marketing education occurs with products & services that are already on the

market.

And the two types of market for ease of understanding are mainly divided into two types.

1st type of market: The people who sell your products or service --- Trade.

2nd type of market: The people who buy or use your products --- Consumers or users.

EFFECTS OF ADOPTING MARKET EDUCATION STRATEGY:

There may be a question in the mind of a person as to why a market education strategy should

be adopted at all. By adopting a proper market education strategy following positive effects can

be achieved:

1. It helps to minimize sales resistance.

2. Easier for the sales force to achieve `adequate distribution' prior to advertising.

3. It helps to reduce the cost of advertising.

4. It makes advertising more effective.

Techniques adopted for market education:

In view of the importance of market education different techniques are adopted to educate the

market and these different techniques are written below:

1. A media relations campaign in press, radio & TV.

2. Testing of prototype by potential users. often providing material for media relations.

3. Production of slides, videos & other audio & visual aids for use at dealers, customers

conventions etc.

4. Work visits for dealers.

5. Special campaigns aimed at particular opinion leaders or influential groups.

6. The production of printed material which may be needed to support these activities.

ADVERTISING & PUBLIC RELATIONS

In this competitive world advertising has become a very important tool of Public Relations

while advertising presents the most persuasive possible selling message, the role of Public

Relations is of informing, educating & creating understanding through knowledge. Therefore it

should be understood that Advertising will be more successful when prior PR activity has

created knowledge & understanding of product or service being promoted. This effort is known

as Market Education.

Moreover:

· Advertising is used as an important tool of PR.

· By Market Research PR determines type of advertising.

· PR manager on the basis of market information determines choice & use of media.

Advertising and Promotion (MKT621)

HOW ADVERTISING DIFFERS FROM PR:

Primarily speaking public relation is not a form of advertising it has broader perspective and

advertising is its part, too. Let us try to explain as to how advertising is differing from Public

Relation. The following are the points for differentiating advertising from PR.

PR is not a form of advertising.

PR relates to all the communications of the total organizations, while advertising is

mainly used for sales objectives and marketing functions.

At times advertising may not be used by an organization, but every organization is

involved in PR.

PR embraces every one & everything, while advertising is used for special selling &

buying tasks.

ADVERTISEMENT CAMPAIGNS:

Advertising campaigns are always very critical and demanding, these days there is stiff

competition amongst manufacturers, market, similar or competitive products. It is therefore

imperative that the campaigns should be devised prudently to be cost effective and result

oriented, in order to understand this it is essential to first of all know the following different

avenues which can be classified as 7 W's which are relevant questions to be tackled for

effective advertisement campaigns.

Seven "W's"

· What is the objective of the campaign?

· What problems are to be addressed?

· What extent do you anticipate to achieve results?

· What media will you prefer to use, for different target audience?

· What will be the likely cost?

· Who is going to launch the campaign?

· When is campaign planned for launch?

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