SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING

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Advertising and Promotion (MKT621)

Lesson 38

SEASONAL ADVERTISING

OVERVIEW

In this lecture we will apprise the students of the importance of seasonal advertising; the low

and high environment concept of target audience and the importance of maximizing impact of

advertising on the target audience. The students will also be introduced the concept of sequels

in advertising and apprise them regarding the advertising medium of new millennium i.e.

advertising on the web. Like continue tracking advertising campaigns require continuous

evaluation about its performance. Further more the mental reach of the people exposed to

advertising and the problem diagnosis of the campaign referring the measure of effectiveness

will be dealt with.

SEASONAL ADVERTISING:

As the name suggests the word seasonal advertising pertains to the advertising focused on the

basis of seasonal products and thereby the usage of specific advertising strategy. It should be

remembered that:

· All advertising is not created equal.

· All product categories are not same.

· There are important seasonal influences on advertising.

Few products which are seasonal to a greater or lesser extent include:

Summer ... Ice Creams, Beverages, cotton apparel etc,

Winter... Chocolates, Coffee, woolen clothes, wool etc.

Seasonal Events ... School supplies etc.

LOW VS. HIGH INVOLVEMENT:

It should be understood that communicating to target audience that is highly involved in what

you say differs from communicating with people who don't care!

However, how does it differ is explained below:

· Highly involved target audiences are more motivated and actively looking for

information.

· So Ad may require less repetition and print media may work effectively.

· In some cases advertising to low involved audiences may bring better results.

· Highly involved audiences are therefore relatively less sensitive to ads on air.

It must be kept in mind that every ad campaign cannot necessary succeed; therefore following

checklist will help you in determining this:

· Check your planned REACH, FREQUENCY are achieved.

· For low involvement products, use a single execution plan unless there is a very good

reason for doing service.

· Don't use multiple execution strategy.

· Check the involvement mix of your audience.

MAXIMIZING IMPACT:

As is evident that there are many advertisements of same product and category being splashed

everywhere resulting in look alike ads often this result in mistaken identity.

Mistaken Identity:

An acquaintance wearing distinctive clothing. In a crowd "he was someone else!" Same is true

about commercials.

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Advertising and Promotion (MKT621)

A special distinctive style always makes your ads unique and save them from look alike

confusion. Note following two points in this context:

"Owning" a Style

· Distinctive styles make you unique.

· In all media immediate attention is grabbed.

Slogans: Many a time a word, a phrase or a sentence can act as constant. This usage being

common today has been named as slogan. Slogans always remind you of a definite brand or a

product.

Symbols: Many companies use certain symbols which make them identifiable as a brand to

remember. It is a form of constant that acts as a powerful branding device in the local style mix.

Visual Devices: Visual devices are very effectively used and this establishes as something

which the brands owns such as an action or gesture. e.g. milk moustaches, while drinking milk.

Presenters: A celebrity, a presenter is often used as a constant.

Characters: Certain characters become a constant.

Music: Famous tunes/music are used

Color: Color is a very important retrieval cue.

Other Constants: A place A feeling --- AN emotion

Voice Overs: Help in explaining an advertisement. Useful constant.

All Musical Singing Commercial: A musical singing commercial is used.

Sequels: These are a particular form of advertising style where the characters are held constant

and become associated with the brand.

In order to save people from boredom, sequels in form of slight change are used.

Strategy

· If ad was successful but now wearing out consider a sequel rather than a new Ad.

· But if entirely new Ad is planned then expect the new ad to wear in.

· Use style which worked, use in new Ad.

THE WEB ADVERTISING:

Web is a medium of new millennium and is growing very rapidly. In this very competitive

world, web advertising is being used as an effective and innovative method of advertising.

The companies now a days having web address are seen as:

· More customer oriented and responsive;

· More informative;

· More sophisticated and Hi-tech;

· More geared to a younger market?

The Web Advertising can:

· Help build awareness & perceived advertising presence by displaying the brand name.

· Convey extremely compact, very simple messages that help in brand building.

· Reinforce / remind people with already known Brand messages-- if they are simple.

CONTINUOUS EVALUATION:

In essence the concept of continuous evaluation is the same on the web as with telephone

interviewing. This continuous evaluation is always beneficial as given below:

· Measuring recognition becomes more accurate & easier because visuals of ads can be

shown so people react to the actual stimulus instead of a verbal description.

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Advertising and Promotion (MKT621)

· People exposed to banner ads are, by definition, on Web & potentially accessible using

that medium.

· The internet enables rapid, cheap access to large samples via random sampling. (people

visiting a web site)

· The low cost and super fast turnaround of information means that it is capable of

providing finer grained information on daily as well as a weekly basis.

· Continuous tracking of visitors to your site is possible. Who are they? Where do they

come from? What pages do they visit? What are the most frequently visited places on

your site?

MENTAL REACH:

Whether communicating the corporate image or the brand an ad must generally breakthrough in

order to work. In fact it is important to know at what people generally do when they see an ad

in fact in this process the people go through a process similar to the following:

AT FIRST: they recognize that it is an ad.

THEN: try to identify what is the ad for?

SUBSEQUENTLY: get any new information.

FINALLY: REACT that means the indulge in buying or using.

PROBLEM DIAGNOSIS

If shortly after being exposed to an ad there is no reaction or recognition of Ad. The main

reasons for this may be:

POOR CREATIVE Boring ads fail to attract.

INSUFFICIENT PROCESSING TIME Rapid switching in commercials.

DISTRACTIONS Many distractions while watching TV.

TV ON BUT NO ATTENTION Despite viewing TV, mind on other things.

MEASURING ADVERTISING:

Traditional measure of advertisement effectiveness such as ad recognition, ad recall, message

takeaway, brand awareness, brand image and purchase intention confuse many advertisers, the

question is what do all this means which one I should use do they really indicate how effective

my advertising is, in order to understand this a simulation in the following chart can easily

explain the primarily measure of effectiveness.

Are people buying ABC juices

Behavior: Do sales market share, survey

show more people buying

If not are they more predisposed to buying Attitudes: Has disposition Or intentions

it.

towards buying ABC improved

At point of sale, what they think of or Awareness: Has awareness increased.

notice the brand.

When they do notice Or think of brand Image: Is the ABC brand more healthier as

what Is reaction

it has calcium added to it.

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