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Advertising Process and Participants

The document outlines the key participants in the advertising process including advertisers, advertising agencies, external facilitators, media organizations, and target audiences. It then provides more details on the roles and types of each participant.

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1K views

Advertising Process and Participants

The document outlines the key participants in the advertising process including advertisers, advertising agencies, external facilitators, media organizations, and target audiences. It then provides more details on the roles and types of each participant.

Uploaded by

V A
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ASCO

Advertising Process and


Participants
Module I
ADVERTISING PROCESS ASCO

Brand Positioning Target Market

Advertising Objectives

Budget Decisions

Creative Strategy Media Strategy

Campaign Evaluation
ASCO
PARTICIPANTS ASCO

• Active participants
– Advertisers
– Advertising Agencies
– External facilitators
– Media Organizations
– Target audience
1. ADVERTISER (Client) ASCO

• Uses advertising to send out a message


about its products
• Initiates the advertising effort by identifying a
marketing problem
• Approves audience, plan and budget
• Hires the advertising agency
• Types
– Consumer advertisers
– Industrial advertisers
– Retail advertisers
– Government advertisers
– NGO advertisers
2. AD AGENCY ASCO

• Has strategic and creative expertise,


media knowledge, workforce talent, and
negotiating abilities
– Advertising department
– In-house agency
– AOR
ASCO
Types ASCO

• Full service ad • A’la Carte ad agency


agency – Taproot India
– Ogilvy India • Creative boutique
• In house ad agency – Fresh Lime Soda
• Media buying house • Agency of record
– Mindshare
3. External Facilitators ASCO

• Marketing/advertising research firms


• Production houses
• Consultants
• Software firms
• Designers: Packaging, layout,
• Photography
• Animators, illustrators
• Printing services
4. MEDIA ASCO

• Media - The various categories of delivery


systems
• Mass media advertising can be cost effective
because the costs are spread over the large
number of people the ad reaches
• Vehicles are the specific broadcast programs
or print choices in which advertisements are
placed.
Advertising media ASCO

• ATL
– widespread brand-building advertising
– very broad reach and is largely untargeted
– Television, radio, newspapers, magazines, outdoor.
• BTL
– highly targeted direct marketing focused on
conversions
– targets specific groups of people with focus.
– Flyers, brochures, sponsorships, PR, telemarketing,
P.O.P
• TTL
– integrated ATL and BTL marketing campaigns
– use both BTL and ATL marketing methods to reach
their customer base and generate conversions.
5. Target Audience(s) ASCO

• The selected audience for the advertising


message.
• Data-gathering technology improves
accuracy of information about customers
• Advertisers must recognize the various
target audiences they are talking to and
know as much about them as possible
– Demographics
– Psychographics

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