Advertising
     advertising is the paid form of non-personal 
      presentation and promotion of ideas, goods, 
      or services by an identified sponsor.
       Components of Advertising 
       Program
         Mission: It states the objectives of the advertising. It also includes the sales goals of the company.
         Money: It gives an idea that how much money should be spent by the company for the 
         advertisement. Factors to be considered for this are stage of product life cycle, market share and 
         consumer base, competition, advertisement frequency and product substitutability.
         Message: Message includes what message should be spent in advertisement. It includes message 
         generation, message evaluation and selection, message execution and social responsibility review.
         Media: It includes which media should be used for the advertisement. It also includes reach, 
         frequency, impact of the advertisement. It also contains major media types, media vehicles, media 
         timing and geographical media allocation.
         Measurement: it is nothing but evaluation of the results. It measures communication impact and 
         sales impact by an advertisement.
        SETTING THE OBJECTIVES
        1) Informative advertising :
        The prime objective of the advertising is to inform the existing and potential 
        customers about the product.
        2) Persuasive advertising:
        It aims to create liking preference, conviction and purchase of a product or 
        service. Persuasion will create demand of the product.
        3) Reminder advertising:
        It aims to simulate repeat purchase of products and services.
        This will remind the customers that the product may be needed in the near 
        future.
        4) Reinforcement advertising:
        It aims to convince current purchases that they made the right choice.
          DECIDING ON THE ADVERTISING BUDGET.
           After determining advertising objectives the company next sets its advertising budget for each product.
           Specific factors that should be considered when setting the advertising budget.
           1) Stage in the product life cycle:
           New products typically need large advertising Budgets to build awareness and to gain consumer trial. Mature 
           brands usually require lower budgets as the ratio to sales.
           2) Market share and consumer base:
           High market share brands usually needs more advertising spending as a person of sales than do low market share 
           brands. Building the market or taking share from competitor requires larger advertising spending than does 
           simply maintaining current share.
           3) Competition and clutter :
           In a market with many competitors and high advertising spending, a brand must advertise more heavily to be 
           notices above the noise in the market.
           4) advertising frequency:
           when many repetitions are needed to present the brand’s message to consumers, the advertising budget must be 
           larger.
           5) Product substitutability:
           A brand that closely resembles other brands in its product class requires heavy advertising to set it apart. When 
           the product differs greatly from competitors, advertising can be used to point out the differences to consumers. 
        DEVELOPING THE ADVERTISING CAMPAIGN
         In designing and evaluating an ad campaign, it is important to distinguish the 
         message strategy or positioning of an ad from its creative strategy.
         Message generation and evaluation
         A large advertising budget does not guarantee a successful advertising campaign. 
         No matter how big the budget, advertising can succeed only if commercials gain 
         attention and communicate well.
         Today’s advertising messages must be better planned, more imaginative, more 
         entertaining and more rewarding to consumers to gain and hold attention. Creative 
         strategy will play an increasingly important role in advertising success.
         Effective message strategy begins with identifying customer benefits that can be 
         used as advertising appeals. Advertising appeals should have three characteristics:
         +Meaningful, Believable and Distinctive.