Advertising campaign can be
defined as a series of advertisements with an identical or similar message,
place in one or more of the advertising media over a particular period of time.
An advertising campaign must
be co-ordinate with other marketing efforts and activities. This means the
campaign must be correlated with the personal selling activities of the sales
force, those of the distributors of the product and with the various other promotional
efforts, which may be a part of marketing mix.
PROCESS OF PLANNING THE ADVERTISING CAMPAIGN
The campaign planning is the joint
effort of both the advertiser and his ad Agency. The advertiser supplies much
information about the product, the channel of distribution, competition the
product, and the firm. The agency may collect other information from the market,
in respect of target audience etc.
Advertising campaign planning
simply means planning the advertising campaign. Advertising campaign planning
concerns many people in the advertising agency, but mainly concerns the advertising
manager (for the client), account executive, marketing manager, creative
director, media planner, and PR manager. They design and plan advertising campaign
for the client.
Steps in Advertising Campaign Planning : The main steps in advertising campaign planning are
as follows :
1. Prototype
Stage : Let us assume that a manufacturer has the prototype
of a new product. The basic product has been thoroughly tested, but the
packaging has not been determined, it has no name, no price, and perhaps no
defined market. In some respects this seems to contradict modern marketing
principles. This situation is not uncommon. The company now wish to advertise
its new product and appoints an advertising agency and calls it to explore the
possibilities to promote the sales.
2. Initial
Briefing by Client : The most likely procedure is
for the managing director to ask his advertising manager to fix up a meeting
with the account executive of the advertising agency. This first meeting may be
held at the factory, at the company’s head office, or at the
advertising agency. Probably the best venue will be where the account executive
can see the product and meet the people who have been involved in its
development. The factory might be the best place, but
much depends on how the company is organized.
For this initial discussion, the
right choice of venue can be important to the account executive’s clear understanding of the proposition. It can be dangerous for the
advertising agency to start off on the wrong foot because of inadequate or
faulty interpretation of policy and problems. The need then is for best
possible understanding at the beginning. This is the joint responsibility of
the advertising manager and the account executive.
3. Contact
Report : Whenever a meeting has been held with a client a
contact report should be written at once and circulated to all those present at
the meeting, with additional copies for others not in attendance who should be
informed, both inside the company and inside the agency. The
importance of a contact report lies in its confirmation of agreed action, so
that nothing depends on people’s memories, and if it is
submitted directly after the event it serves to remind of necessary action that
must be taken by people present at the meeting. Agreed contact
reports, when placed in a file or binder as instructions to proceed, may be
referred to as the facts book. Should a dispute occur, reference can be made to
the respective contact report: at the end of the year these reports from the
basis of a report to the client on the year’s work.
4. Account Executive’s Report to Agency Management : The account executive will
also give his superiors - the account director and perhaps the agency managing
director - a verbal report. If new business is coming into the agency it may be
necessary to make changes in the deployment of staff, engage extra staff, and consider
the use or expansion of equipment and premises.
5. Account Executive’s Briefing to Agency Department Heads : The account
executive now writes up a detailed, factual but as far as possible unbiased report on the assignment, setting out his understanding of the product and the client’s requirements. In this report he should try to avoid expressing any personal observations because the object is to inform others whose ideas and opinions are being sought. Each department head is asked to study the report and to attend a plans board meeting.
6.
Proposition : At this stage, the account executive invites the managing
director of the client company to attend a meeting at which the scheme is
presented in report form with a presentation of ideas in rough visual form. At
this meeting the client party may consist of the managing director, marketing
manager, sales manager and advertising manager and the members of the agency party
may include the account director, account executive and the marketing director.
Once the scheme is approved and adopted in principle the agency will be
instructed to prepare a full visual presentation at the client’s expense.
Now, the agency will engage in
actual copywriting, photography and drawing. Detailed media scheduling will now
be done by the media buyer.
7.
Presentation to Client : At this stage the complete
campaign is demonstrated to the client. The campaign is presented visually. Advertising
campaign planning must be flexible. Moreover, at such a meeting with the client
there will be a number of company directors and executives present who disagree
with one another as well as with the agency over what makes an advertising
campaign.
Everyone likes to argue about
advertising! The account executive, supported by the advertising manager in
deal circumstances, must sell his campaign on the basis of sales and readership
figures of publications, show the results of copy testing, and offer
alternative media plans with evidence of the reasoning behind them. Much of the
comment and criticism from the client side will often represent arguments which
were considered and rejected in the agency much earlier. This has to be
expected, accepted courteously and gently dismissed by means by persuasive reasoning
and statistics which reveal that the agency has really taken pains to produce
not just a clever scheme but one based on businesslike thinking.
Once the scheme has been
approved, the account executive and his companions will return to the agency,
ready to execute the campaign. At this stage when the media start buyers,
creative staff, print buying production and traffic takeover, working under the
direction of the account executive.
Factors Influencing the Planning of an Advertising Campaign :
1. The Organisation its
reputation, position in the market.
2. The product e.g. Consumer
(Perishable, durable or speciality) goods, or industrial goods etc.
3. The market the nature of
customers, their income, their buying behavior, and their location.
4. The competition.
5. The absolute price of the
product, Competitor‟s price etc.
6. The channels of
distribution.
7. The budget, the advertising
theme, etc.
8. The media, the advertising
schedule etc.
9. The Govt. regulations and
controls, restriction on certain products, restriction on certain media to
carry out certain ads. Etc.
Market Segmentation
Market Segmentation is a
technique of dividing the market of a product into several homogenous
groups. Under this technique, customers of a product are divided
according to such common characteristics as age, sex, income level rural
urban composition.
The concept of market
segmentation is based on the assumption that markets of all commodities are
heterogeneous. For every product, there is a group of customers having
different nature, buying habits, and attitudes. Two customers are not alike.
They differ each other. On the basis of their characteristics, customers may be
divided into several groups. These groups are formed on the basis of some
similar qualities and such division is called Market Segmentation.
Definition of Marketing Segmentation : The term „Market Segmentation‟ has been defined by several
authors as follows :
Philip
Kotler, „Market Segmentation is the sub-dividing of a market
into homogeneous subsets customers, where any subsets may conceivably be
selected on a market target to be reached with a distinct marketing mix.‟
William
J. Stanton, „Market Segmentation consists of taking the total heterogeneous market for
a product and dividing it into several sub-markets or segments, each of which,
tends to be homogeneous in all significant aspects.‟
Market segmentation are
grouping of consumers according to such characteristic as income, age, sex,
urban rural, etc. This helps forming the market into a meaningful buyer group.
Bases of Market Segmentation:
Market segmentation divides
the whole market of a product into several different groups. Segmentation is
the process of partitioning a large heterogeneous market into smaller groups of
people or businesses which show similar needs and/or characteristics thus
resulting into similar purchase behaviour.
Techniques of Market Segmentation: Markets can be segmented on the basis of the total demand for the product,
the desire and the interests of a group of buyers which exhibits certain
characteristics. They can be based on geographical, demographic, psychographic,
status, volume entities. The entire market of a country is subdivided into
marketing zones. The most commonly used bases for segmenting consumer goods
markets are as follows
1.
Geographic Segmentation : Many organisation segment
their market into different geographic units such as nation, states, districts,
regions, cities and taluka places. Geographic segmentation is based on the
assumption that consumer needs and responses vary geographically. National
newspapers, for example, are published from different cities and also in
different languages to meet the readers spread all over the country. Different market locations have
different costs, demand and other features which are considered while
formulating an appropriate marketing strategy. In geographic base, regional differences
in terms of geography, climate, population and its density are used as base for
market segmentation. Most of the national manufacturers split up their sales
areas into sales territories either state wise or district wise.
2.
Demographic Segmentation : Demography is the study of dynamics
of population change. The markets are segmented according to demographic
characteristics such as age, sex, income, occupation, education, language,
religion, race, nationality and rural urban base. Demographic variables are
used commonly and extensively by large number of producers for market segmentation.
Demographic segmentation is comparatively easy as required data are available
in census and other published reports.
Demographic data on population
distribution by sex help segmenting market for male and female population.
Titan have segmented their market on the basis of sex and are manufacturing wrist
watches for male and female buyers separately. Watches of different price in
both the categories are brought in the market. Producers of confectioneries
segment their markets on the basis of age. The same is the case with toys. In
the case of certain products like bicycles, women demand special styles and
manufactures adjust their production to suit male as well as female. This gives
more turnover and satisfaction to buyers. Demographic segmentation is important
as the nature of demand is closely related to the size and composition of
population by age, sex, rural and urban base.
3.
Socio-Economic Segmentation : The segmentation, here is done
on the basis of income group, consumption levels, and other cultural aspects.
The population is differentiated for marketing efforts on these considerations.
In a country like India, such type of segmentation is necessary as the society
is divided into different groups on socio-economic cultural factors. In India,
people follow different cultural background. Naturally, suitable segmentation
for the purpose of marketing is useful. Socio-economic segmentation is used
extensively as information in this regard is more easily available. The lower
class, middle class, working class is one example of economic classification.
Since market potential is intimately connected with the ability to buy, this
segmentation is meaningful in deciding buying patterns of a particular class.
4.
Psychographic Segmentation : Psychographics attempts to segment
according to psychographical profiles of people in terms of their life style
and attributes. Psychographics attempt to segment according to psychological
profiles of people in terms of their life style and attitudes. In this type of
segmentation, certain psychological variables such as social class, life-styles
or personality characteristics are used for segmentation.
Manufacturers of cars,
textiles and home furnishings divide buyers on the basis of social class and
life styles. Such segmentation is also possible on the basis of reading habits
and leisure activities. Marketing efforts are adjusted according to such
variables. It may be pointed out that in the case of geographic, demographic
and socio-economic bases, the required data for segmentation are either readily
available in census and other reports or can be collected through survey.
However, in the case of psychological variables, relevant information is not
readily available and has to be collected through behavioural research.
Moreover, market segmentation on psychological variables is complicated as it
is always difficult to expose individuals to a battery of psychological test
and to find out their specific personality traits. Moreover, consumers behave
or react differently from what they say, if new benefits or bundles of benefits
are offered to them. Psychographic segmentation can be made on the basis of (a)
Social class (Upper class, upper middle, lower middle class, etc.) (b)
Personality (Selfconfidence, ambitious, aggressive, sociable, etc.) and (c)
Life-style (Liberal, conservative, religious, health and fitness-oriented,
etc.)
5.
Behaviouristic Segmentation : Here, the buyers are grouped or
separated on the basis of their knowledge, attitudes, views, or response to the
product. This is useful in order to find out what role price or package or
colour or service can play in influencing buying decisions. This segmentation
is also called product related segmentation as the response of consumers
dividing into different convenient groups for the purpose of marketing. In
India, the supply of consumer items, electronic goods, two-wheelers, cosmetics
etc. is fast increasing. The supply is more as compared to demand. The income
of people of all categories are also increasing. People are also willing to
spend more. They get information about new products from different media. This
creates proper background for behaviouristic segmentation is similar to but
slightly different from psychographic segmentation.
6. Product
Segmentation : When the segmentation of
markets is done on the basis of product characteristics that are capable of satisfying
certain special needs of customers, such a method is known as product
segmentation. The products, on this basis, are classified into (1) Prestige
products, (Automobiles and jewellery (2) Maturity products. (Cigarettes and
Blades), (3) Status products, (Most Luxuries), (4) Anxiety products,
(Medicines, Soaps and Perfumes) and (5) Functional products, (Fruits and
Vegetables). This type of product segmentation is directed towards differences among
the products which comprise markets.
7. Benefit
Segmentation : Under this method the
potential buyersform the basis of segmentation. They are interviewed to learn
the importance of different benefits they may be expecting from a product.
These benefits or utilities may be classified into primary utilities and
secondary or evolved utilities. Toothpaste has primary utility of cleaning and
secondary utility of good tasted breath freshening and rightness. Likewise,
Shampoo has primary utility of cleaning and secondary utility of shiny hair and
thickening hair.
8. Volume
Segmentation : Markets can be segmented into
bulk users, medium users and unit users. This method is based on the volume of
purchases. The heavy users may constitute a small percentage of the numerical
size of the market but forms a major percentage of the unit volume consumed.
This analyse is also capable of showing the buying behaviour of different
groups.
9. Status
Segmentation : Markets can be differentiated
into nonex- users, users, potential users, first-time users and regular users of
a product. High market share companies like the DCM generally look for potential
users, whereas small competitive companies are contended to concentrate on
regular users who always patronise their products and tend to remain to their
brands.
Importance of Market Segmentation :
Market segmentation is a
technique of dividing the market of a product into several homogeneous groups
on the basis of their common characteristics. The concept of market
segmentation is based on the fact that markets of all the commodities are heterogeneous.
On the basis of their characteristics, customers may be divided into several
groups. These groups are formed on the basis of some similar qualities and such
division is called market segmentation. Following
points explains the importance of Market Segmentation :
1) Market segmentation are
grouping of consumers according to such characteristics as income, age, sex,
urban, rural, etc. This helps forming the market into a meaningful buyer group.
2) Market segmentation ensures
certain advantages. Infact market segmentation is the most important factor in
media planning because the decision of the media selection would depend mostly upon
the people who comprise the market. However, it is not a very
difficult task to provide
precisely the necessary facts. Where the market is restricted and clearly
demarcated, as a particular section of the community such as doctors,
architects, engineers, hoteliers or even
telephone or car owners, the media strategy can be simple and straight forward,
making use of the selective media like direct mail, etc., depending of course,
on the budget available.
It is only when a wider mass
market is to be reached that the problem of selection of media becomes complex.
Here the problem arises because a mass market does not permit its definition as
precisely as is required to make corresponding media selection predictable.
3) Markets for a new product
or the existing products may be divided into segments on the basis of
geographic, demographic and psychographic variables. Good segmentation involves
the division of a market by a succession of variables. The market manager must
always be open to the possibility of finding new segmentation variables and
combinations that will reveal fresh marketing potentialities.
4) The market may also be
divided into different locations such as nations, states, districts, talukas,
etc. It could be recognised that market potentialities and cost vary with
market location. Thus, it determines the geographical markets which could serve
best.
5) Marketing manager may also
segment a market on such criterion as the age, sex and marital status of the
population. A product for use of infants will have high sales potentiality in
suburbs or extended suburbs where the level of fertility is expected to be high
as compared to the city. Likewise toothpaste will have better market in urban
rather than rural areas. As such market will be segmented on the basis of
urbanisation.
Markets are segmented due to following reasons :
1. It would be in a better
position to spot and compare marketing opportunities. It can examine the needs
of each and every segment against the current competitive offerings and determine the extent of
current satisfaction. The segment with lower levels of satisfaction from
current offerings represents good opportunities.
2. It can make finer
adjustments of its product and marketing appeals. The seller can evolve a
separate marketing programme to meet the needs of different buyers.
3. Marketing programmes and
budgets could be chalked out on the basis of response characteristics of
specific market segments. Funds may be allocated efficiently to bring out the desired
effects in different parts of the market.
4. Market segmentation is
undertaken with the purpose of locating the tastes, temperaments and buying
habits of different groups or segments. The behavioural scientists feel that
all buyers are different. They are keenly interested in segmenting the market as
the significant differences in market behaviour between the various segments of
society rarely exists. In this background, the formulation of marketing policies
or programmes or tactics for all segments becomes urgent.
5. Market segmentation is done
with the purpose of locating new markets. The group wise or segment wise study
of buyer‟s tastes, temperaments, living habits and so on help a marketer, while searching for new
market.
DAGMAR MODEL
DAGMAR model for arousing
consumer interests was developed by Russen Colley in his study entitled
“Defining Advertising Goals for Measured Advertising Results.” The name
DAGMAR model is derived from
the study‟s title. The study begins from a point where the prospect is not aware
about the existence of the product. From this point of non-awareness the
prospect advances ahead towards awareness. He will have to go through the following steps :
1. Awareness
: When the prospect is asked to mention the name of a
brand of product, perhaps he is in a position to recollect the name of a
specific brand only.
2.
Comprehension : The prospect is conscious
about the main sales theme of a brand of product. When asked upon, he is able
to associate a brand with the sales theme, which is already known to him.
3.
Conviction : At the stage of conviction, the prospect is able to
foresee how the benefits of the brand of goods will serve his need. He is
convinced that if he purchases this brand of goods it would be a right
decision.
4.
Motivation : Having been convinced, the prospect is motivated to
buy a specific brand of goods. DAGMAR model suggests that all consumers will
not be at the same stage but they would be at different stages. The advertising
efforts required to move on person from non awareness to awareness could be
very taxing as compared to the efforts involved in moving persons from
conviction to motivation. DAGMAR model also illustrates the success of means of
communication. After advertisements have been carried out, how people associate themselves with a specific
brand of product.
Questions
1) Explain the following
terms,
a) DAGMAR
b) Market Segmentation
c) Benefit Segmentation
d) Behaviouristic Segmentation
e) Psychographic Segmentation
f) Advertising Campaign
g) Advertising campaign
Planning
2) “The advertising Campaign
Planning is the process of collective efforts made by the advertiser and the
Advertising agency.” Explain.
AIDA
AIDA is a functional formula
devised by E.K. Strong. It is the acronym for Attention (A), Interest (I)
Desire (D), and Action (A).Strong postulated that before becoming a user of a
product to an Interest in it. Form this stage he develops a Desire for the
product and this then result in.
1. Attention
: The main function of an advertisement is to attract
attention of the consumers. It is because of this fact that the advertiser will
use various devices like the use of attractive colour, headlines display and
overall layout.
2. Interest
: An advertisement is designed to create interest for
the goods or services of the advertiser, interest is closely related to attention.
An advertiser has to take note of these two aspects while developing an
advertisement. A good advertisement starts with a point of interest to the
reader and proceeds to a point of interest to the advertiser.
Advertising aims at
stimulating primary demands for a new product. It is used for existing product
to bring a greater bit of the marketing share. It is also used to remind the consumers
about their needs. A good advertisement should arouse interest of the prospects in the advertised
product.
3. Desire : A good advertisement should be able to create desire in the minds of the
readers about the product. It is not enough for a good advertisement to attract
attention create interest but also arouse desire in the heart of the prospect
to have the product. The advertiser should make use of proper appeals and
selling points while creating desire for the product. Making use of proper appeal
will depend on the seasonal consumption of the product. For example, the sale
of rain-coats in monsoon will emphasise self protection against rains. It is
through the sales appeal that the advertiser creates a desire for the product.
4. Action : This is an important stage where the advertiser can study the impact of his
advertisement. If the advertisement has attracted attention, aroused interest,
created desire, then the advertisement should appeal the prospect to act i.e.,
to come forward for making purchases. The advertiser should tell the prospect
about the product, their main features, how they can be consumed and where they
are available. For example, the prospect who wants to book new scooter should
get such information in the advertisement as: place
of display, place and date of
booking. Every advertisement normally carries such basic information to guide
the prospective buyers. It is this stage which plays a decisive role in
generating the sale of the advertiser‟s product.
UNIQUE SELLING PROPOSITION (USP)
Unique Selling Proposition
(USP) is an offer an advertiser makes to his target customers which is unique
in relation to competing offers and promises to deliver a certain distinctive benefit or satisfaction.
Unique selling proposition is a creative approach and style which was
originated at the Ted Bates Advertising Agency in the early 1940s. Its
originator, author and copy-writer was Rosser Reeves.
He developed this central idea of Unique Selling Proposition (USP). This
concept has been adopted by many agencies all over the world. It is the
combination of three words - (i) Unique, (ii) Selling, and (iii) Proposition.
In order to make the concept clear, the meaning
of these three words is given below
(i) Unique :
The word unique describes an attribute or feature which
the product or brand only possesses or no claim of the attribute or feature is
currently being made by any other competing brand.
(ii) Selling
: Selling refers to sales value. The claim whatever
it is -
must be strong enough,
important enough, believable enough to convince consumers that it is absolutely
in their interest to purchase the product or brand in question.
(iii) Proposition : Proposition is a promise made by the advertiser that the product, if
purchased, will satisfy the needs of the consumers. The proposition should be
strong enough to move the mass millions, i.e., pull in new and old customers to
your product or brand.
ADVERTISING APPEAL
Meaning : An advertising appeal is a statement designed to motivate a person
to act. The appeals which the advertiser makes usually focus the buying
motives of the consumers. Pleasing total quality of a radio becomes
basis to motivate the music and the vitamin ontents of a drug form an
appeal to motivate public and listen to people to preserve their health.
However, numerous appeals may be made for any product.
Essentials
of a Good Advertising Appeal : The following are the
essentials of a good advertising appeal :
1. It must
be Communicative : An advertising appeal must successfully
tell what it wishes to convey. As far as possible, the message must be
communicated in a simple language.
2. It must
have a Good Theme : A good theme means there must be
something which has to be told to the prospects. Only meaningful words become
effective in conveying the story.
3. It must
be Distinctive : An advertising appeal must be distinctive.
It should present a product in a distinctive way. If it is a new product, then
„new‟ alone makes it distinctive.
4. It must
be Interesting : A good advertising appeal must
be interesting. An advertisement must provide interest to the readers or the
listeners or viewers and this can be done by telling the story of an
advertisement in an interesting manner.
5. It must
be Believable : The theme of an effective
advertising appeal must be believable. The message which is doubted can never
be effective. Only facts are presented in an interesting manner.
6. It must
be Complete : An advertising appeal should be complete and must
not be superfluous. Such information which is likely to confuse the prospects
in making buying decision should be avoided.
Types of Appeals Used in Advertising : The following are the appeals widely used in advertising :
1. Emotional
Appeals : Emotional appeals are used in advertising the
consumer product. They are used for inducing initial interests and arousing
interest in the advertised product. Goods like toys for children and baby food
are sold on emotional appeals.
2.
Intellectual Appeals : These appeals are free from
emotional touch and are based on intelligence. Intellectual appeal are used for
selling high priced industrial goods. They are based on rational thinking.
Emotional appeals work fast to create interest and desire but it is
intellectual appeal of the Bombay Dyeing advertisement where a young and
beautiful girl is shown wearing eye-catching prints. The picture of the girl
and prints provide emotional appeal but the headline „icy summer prints‟ provide and atmosphere of coolness and appeals to the intellect.
3. Human
Instincts Appeal : Human beings are guided by
such instincts as: self-preservation, parental care, food, clothing, curiosity
and so on. When a copy makes proper appeal to the appropriate instinct, it will
create a desire in the minds of the reader to buy the article. For an appeal to
the self-preservation instinct health, food, woollen clothes and physical
fitness courses are appropriate articles. Baby food can be sold more easily by
making an appeal to the parental instinct and the natural affection of the parents for their children.
4. Physical
Sense Appeal: Appeals to physical senses evolve greater response. For example,
food and beverage products are sold by inciting taste appeal. During summer, cold
drinks can be effectively advertised with pictures of cool, refreshing summer drinks
but during winter this advertisement would be a misfit if appeal is made to the
sense of taste alone, a more viable approach would be to appeal to the instinct
of self-preservation.
5. Positive
Appeal: Appeals that follow positive approach are called
positive appeal. They create situations under which prospects are likely to
attain happiness and peace of mind with the possession of advertised goods. With
a view to arouse product interest, the following positive emotional appeals are
used e.g., appeals to comfort, healthy, living, family affection, pleasure,
personal appearance, sympathy, love, pride etc. These appeals are positive
because they create awareness under which prospects are likely to attain
happiness and the mental satisfaction of possession of materials.
6. Negative
Appeal : Negative appeals are those which follow negative
approach. They normally include feelings like jealousy,anger, pain and fear.
These are the unpleasant feelings and no prospect would desire to associate
himself with frustration
It would be unwise to assume
that negative appeals are ineffective. Sometimes they work very fast. We shall
present a few negative appeals from illustrative advertisements. For example, Motwane
Manufacturing Co., in its advertisement for Motwane Digital Millimeters used
the negative appeal which gave striking impact.
Advertising
campaign planning concerns many people in the advertising agency, but mainly
concerns the advertising manager, account executive, marketing manager,
creative director, media planner, and PR manager. They design and plan
advertising campaign for the client. Planning is a process it includes various steps
like, Prototype Stage, Initial Briefing by Client, Contact Report, Account
Executive‟s Report to Agency Management, Account Executive‟s Briefing to Agency
Department Heads, Proposition, Presentation to Client etc.
The
reputation of Organisation, product, nature of customers, competition, price of
the product, Competitor‟s price, channels of distribution, budget, Govt.
regulations and controls etc are the various factors which affects on the
Planning of an Advertising Campaign.Market Segmentation is a technique of
dividing the market of a product into several homogenous groups. Under this
technique, customers of a product are divided according to such common characteristics
as age, sex, income level rural urban composition. The concept of market
segmentation is based on the assumption that markets of all commodities are
heterogeneous. For every product, there is a group of customers having
different nature,buying habits, and attitudes. Two customers are not alike.
They differ each other. On the basis of their characteristics, customers may be
divided into several groups. These groups are formed on the basis of
some similar qualities and such division is called Market Segmentation.
Segmentation
is the process of partitioning a large heterogeneous market into smaller groups
of people or businesses which show similar needs and/or characteristics.
Markets can be segmented on the basis of different geographic units,
demographic characteristics, Socio-Economic aspects, psychographical profiles of
people, behaviou, product characteristics, different benefits that the
consumers are expecting from a product, volume of purchases
etc.
QUESTIONS :
1. What is Advertising
Campaign? Explain the importance of planing of an Advertising Campaign.
2. Explain the Process of
Planning the Advertising Campaign
3. What are the steps in
Advertising Campaign Planning?
4. What are factors
influencing the Planning of an Advertising Campaign?
5. What are the bases of
Market Segmentation?
6. Explain the importance of
Market Segmentation.
7. Write short note on the
following : a) DAGMAR Model b) AIDA c) Unique Selling Proposition (USP)
8. What are the essentials of
a good advertising appeal? Explain the different types of appeals used in
advertising.
