Dr Jayashri Kulkarni Brand Building and Special Purpose Advertising Brand Building Communication ProcessA IDA Role of advertising in developing Brand Image Brand Equity and managing Brand Crisis ID: 1001218
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1. Advertising Sem.IIIModule IVDr. Jayashri Kulkarni
2. Brand Building and Special Purpose AdvertisingBrand Building: Communication Process,A IDA, Role of advertising in developing Brand Image, Brand Equity, and managing Brand Crisis.Special purpose Advertising: Rural Advertising, Political Advertising, AdvocacyAdvertising, Corporate Image Advertising, Green AdvertisingTrends in Advertising: Media,Ad.spendings, Execution of Ad.
3. Module 4.1 Brand BuildingBrand : Any Name sign, symbol or slogan givento a product/service for it’s distinct identity in Market.e.g. Nirma,Philips,LIC
4. Communication processAd. As a mass communication process.Mass MediaAll elements of communication process
5. Ad. As a communication processSender: AdvertiserChannel: MediaReceiver: Target audienceMessage: AdvertisementEncoding: BrandingDe-coding: Brand Image, equityBarriers: Language, technical/other problemsFeedback: Increase in demand
6. AIDAFormula for creating and developing effective Advertisement.By E.K.StrongA: Attracting attentionI: Arousing InterestD: Creating DesireA: Securing Action i.e. demand
7. AIDA Attracting Attention:Effective media vehicleGlamorous Heavy advertisingBursting strategyInnovationIllustrationSloganJinglesCartoons/humorous copyColorful hoardings/postersGood Layout
8. AIDA Arousing Interest:Proper buying motivesUSPPositioningActual use of the productInvolvement of audienceSituationsValue based Ad.Festivals/cultural touch
9. AIDA Creating Desire:Utility Guaranty/warrantyGifts/discounts/offersReputationEvidencesAfter sale serviceMoney back guaranty
10. AIDA Securing Action i.e. DemandEffective closureOffer for ltd. timeEffective headline- e.g. ‘Buy today’
11. Brand ImageMental picture of the Brand/perception of the Brand for the target audiance, consumers.Introduced by David Ogilvy
12. Role of Adverting in Brand ImageTruthful advertisingEthical/value based advertisingNew ideasReputed brand personalitySponsoring classic events
13. Role of Adverting in Brand ImageProper media vehicleHealthy competitionSocial messageSponsoring Public Utility ServicesAvoid cheap popularityReasonable price
14. Brand Equity Incremental value of the Brand over its physical assets. Factors:Brand AssociationPositioningBrand ImageBrand Loyalty
15. Factors deciding Brand EquityDegree of satisfactionPerceived qualityReputationAfter Sales ServiceBrand AmbassadorPatentLogo
16. Brand Crisis Negative issues about the Brand Reduction in demand of the product Brand reputation affected Negative Brand Image Controversies Complaints Negative messages on social media Legal action against the Brand
17. Management of Brand CrisisFind out the reason by appointing a CommitteeCorrective actionCall back of productsPublic Relations CampaignSocial MediaBrand Ambassador for positive messageGood media relationsCompensation for loss to buyersPersonal counsellors
18. Rural AdvertisingIlliterate populationLess consumption powerConsumption pattern- different than Urban populationDifferent life styleImage/Role of women
19. 4.2 Special Purpose Advertising Rural Adverting: Ad. In VillagesFeatures of rural advertisingLarge populationWide spread-scattered Diversified population: Language, culture, beliefsRemote areas
20. Rural Advertising Features:Traditional media- dance, drama, festivalsMedia suitable to local cultureSponsoring special events Exhibition, trade fairsWeekly bazarsShow n tell strategy-DemonstrationPosters, hoardingsLocal languageMass media like TV, Radio, Internet
21. Rural Advertising Strategies: Show N Tell strategyProduct Demonstration strategyParticipatory strategyInfluential person in the village
22. Political Advertising Meaning:By political partyBy political leadersDuring electionIn normal courseFor developing reputation for party/leader
23. Political AdvertisingMedia—mass media, local media depending upon target audiencePosters, hoardings, hand billsLarge in size, bold lettersBest wishes, public servicesSocial advertising-awarenessAchievements of the party/leader
24. Advocacy AdvertisingCorporate advertisingAggressiveIn controversial situationPleading for a reasonRectifies the adverse/negative image /thoughtE.g. noodles Cadbury chocolate advt.,Maggi noodles advt.Mass mediaCelebrity advertisingConvincingRegaining reputation
25. Corporate Image advertisingInstitutional advertisingReputation of company/organisation Not of a product/brandMass media
26. Corporate Image advertisingWays of developing institutional reputation through advertisingR 7 D activityPublic service advt.Sponsoring cultural/social eventsValue based advertisingInnovative advertising
27. Green AdvertisingAdvertising for green productsEco friendly productsAwareness about eco friendly life styleAdvertising eco friendly systemsNeed for the day
28. Green AdvertisingContents:Chemical free input of productsVOC –free products: Volatile Organic CompoundsNon toxic productsOzone friendly productsBiodegradableRecycled/recyclable productsCarbon offset claimsRenewable claims:
29. Trends in AdvertisingTrends in MediaTrends in SpendingTrends in AgenciesTrends in Execution
30. Trends in MediaConvergence: TV and InternetInteractive: e.g.oll free no.Non traditional media: Audience tracking:Unbundling of services: specialised agenciesInternet media
31. Trends in spendingT.V.growth :Print media growthDigital mediaOutdoor media growthRadio growth
32. Trends in Ad. agenciesGlobal agenciesMedia buying agenciesNiche marketingLess investmen
33. Trends in executionLive streaming: FB livePartcipationShow N TellSocial mediaAugmented realityVirtual reality: e.g. pokemon
34. QuestionsExplain how Advertising is a communication process?Describe AIDA formula for effective advertising.What do you mean by Brand image? What are the factors responsible to develop brand image?Explain the concept Brand Equity.What are the factors influencing Brand Equity?
35. Questions—contd…Define,’ Brand Crisis’. Mention various strategies for managing brand crisis.Write a note on Rural advertising.Write a note on Political advertising.Write a note on Advocacy advertising.Write a note on Corporate image advertising.
36. Questions….Contd…Write a note on ‘Pro bono’ advertising.Write a note on Green advertising.Explain various recent trends in Media.What recent trends you observe under Ad Agencies?