Advertising Notes for MBA

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My sister is pursuing MBA Program. She is searching for notes on Advertising Management Topic. Is there anyone who will provide link to download notes on Advertising Management Topic of MBA Program?

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As you are looking for notes on Advertising Management Topic for MBA Program, so here I am providing notes:

MBA Program Advertising Management Notes:

AIDA Model is a selling concept presented by Elmo Lewis to explain how personal selling works. AIDA Model outlines the processes for achieving promotional goals in terms of stages of consumer involvement with the message. The Stages are Attention, Interest, Desire, and Action.

Attention:
In this media filled world, advertisers need to be quick and direct to grab audience attention. Ads are required to be eye catchy which can make audience stop and read or watch what advertiser have to say next. Powerful words and pictures are used in ads to make them attractive.

Interest:
After getting attention of a chunk of the targeted audience, it is required to keep them engaged with the ad to make them understand the message in more detail. Gaining the reader's or audience interest is more difficult process than grabbing their attention. To gain audience interest the advertisers must stay focused on audience needs.

Desire:
The Interest and Desire parts of AIDA go hand-in-hand. As advertiser builds the audience interest, he also needs to help them understand how what he is offering can help them in a real way. The way of doing this is by appealing to their personal needs and wants.A good way of building the reader's desire for advertiser offering is to link features and benefits. Hopefully, the significant features of the offering have been designed to give a specific benefit to members of the target market.

Action:
Finally, advertiser needs to be very clear about what action he want the audience to take- trial, purchase, repurchase, or other.

Advertising agency performs following functions:
Contacting Clients: Advertising agency first of all identify and contact firms which are desirous of advertising their product or services. Ad-agency selects those firms which are financially sound, makes quality products or services, and have efficient management.

Planning Advertisement: Advertising agency's next function is to plan ad for its client.
For ad planning following tasks are required to be performed by ad-agency:
a) Study of clients product to identify its inherent qualities in relation to competitor’s product.
B) Analysis of present and potential market for the product.
c) Study of trade and economic conditions in the market.
d) Study of seasonal demand of the product
e) Study of competition and competitors spending on advertising.
f) Knowledge of channels of distribution, their sales, operations, etc.
g) Finally, formulation of advertising plan

Creative Function: Creative people like - the copywriters, artists, art-directors, graphic specialists have to perform the creative function which is most important part of all advertising function.

Developing Ad-Copy: Ad-agency with the help of their writers, artists, designers, animators, graphic-designers, and film-directors prepares and develops Ad-copy.

Approval of Client: Ad-copy is shown to the client for his approval

Media Selection and scheduling: It is very important function of ad-agency to select appropriate media for its clients. Ad-agency has to consider various factors like- media cost, media coverage, ad-budget, nature of product, client's needs, targeted customer, and etc while selecting media.

Ad-Execution: After approval, verification, and required changes, the ad-copy is handed to the media for ad-execution.

Evaluation Function: After execution, it is the responsibility of ad-agency to evaluate the effectiveness of ad to know how beneficial the ad is for its client.

Marketing Function: The advertising agency also performs various marketing function like- selecting target audience, designing products, designing packages, determining prices, study of channel of distribution, market research, sales promotion, publicity, etc.

Research Function: Ad-agency performs various research functions like- research of different media, media cost, media reach, circulation, entry of new media, information regarding ratings, and TRP's of TV programmes, serials.

Concurrent Testing:
Concurrent testing is evaluated throughout the whole advertisement execution process. Tests are conducted while audience is exposed to different type of media. Following are the types of concurrent testing methods:

Consumer Diaries: Diaries are provided to a selected customer. They are also informed to record the details of advertisements they watch, listen or read. The diaries are collected periodically. The result obtained from such a survey reveals the effectiveness of advertisement.

Co-incidental Surveys: This method is also called as co-incidental telephone method. Under this method, samples of customers are selected and calls are made at the time of broadcast of the advertisement programme. The data obtained and analyzed will give a picture about the effectiveness of an advertisement.

Electronic Devices: Now day’s electronic devices are widely used to measure the effectiveness of an advertisement. They are mainly used in broadcast media. These are auto meters, track electronic units etc.

Guidelines for Copywriting:
Copywriting is the use of words to promote a person, business, opinion or idea. Broadly the whole ad is called a copy but specifically then matter written in words is called copy. The rest of the ad may have visual elements liken photographs, pictures, illustrations, logos etc. Those who write verbal messages are calledn copywriters. The writing aims to achieve business objectives. Copywriting is a composite art that requires a combination of linguistic ability & business sense. Copywriters write copy and the associated headlines, slogans, base lines etc. They also develop copy for TV, cinema commercial etc. Here copy is the audio part that is co-ordinate with the video part. They prepare drafts for press releases & promote other promotional materials like direct mailing & catalogues.

Guidelines for copywriting
a) Let your personality shine through
b) Have sound structure (and a purpose)
c) Know your audience
d) Hit on emotions, needs and desires
e) Be consistent
f) Use calls to action
g) Be persuasive
h) Accent your strengths (your unique selling proposition )

Surrogate Advertising:
Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the disguise of another product. This type of advertising uses a product of a fairly close category, as: club soda, mineral water in case of alcohol, or products of a completely different category (for example, music CD's or playing cards) to hammer the brand name into the heads of consumers. The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product (the alcohol or cigarette). In India there is a large number of companies doing surrogate advertising, from Bacardi Blast music CD's, Bagpiper Club Soda to Officers Choice playing cards.

Surrogate Advertising In India
Surveys resulted that liquor ads had direct influence on Consumers purchase behavior
Advertisements for liquor and cigarettes has been banned since 1995
So companies usually either go for brand extension and promotion of events .