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Table of Contents |
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Introduction
to Promotion Mix |
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Elements
of Promotion Mix |
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Advertising |
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Characteristics
of Advertising |
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Advantages
of Advertising |
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Disadvantages
of Advertising |
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AIDA
Model for Advertisement |
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Introduction
to Advertisement Appeals |
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Types
of Advertisement Appeals |
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Introduction
of Lay’s Chips |
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Various
types of appeals shown by different Print, TV & Radio advertisements of Lay’s
Chips |
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Promotion Mix refers to the blend of several
promotional tools used by the business to create, maintain and increase the
demand for goods and services.
The fourth element of
the 4 P’s of Marketing Mix is the promotion; that focuses on creating the
awareness and persuading the customers to initiate the purchase. The several
tools that facilitate the promotion objective of a firm are collectively known
as the Promotion Mix.
The Promotion Mix is
the integration of Advertising, Personal Selling, Sales Promotion, Public
Relations and Direct Marketing. The marketers need to view the following
questions in order to have a balanced blend of these promotional tools.
- What is the most effective way to
inform the customers?
- Which marketing methods to be
used?
- To whom the promotion efforts be
directed?
- What is the marketing budget? How
is it to be allocated to the promotional tools?
1. Advertising: The
advertising is any paid form of non-personal presentation and promotion of
goods and services by the identified sponsor in the exchange of a fee. Through
advertising, the marketer tries to build a pull strategy; wherein the customer
is instigated to try the product at least once. The complete information along
with the attractive graphics of the product or service can be shown to the
customers that grab their attention and influences the purchase decision.
2. Personal
Selling: This is one of the traditional forms of
promotional tool wherein the salesman interacts with the customer directly by
visiting them. It is a face to face interaction between the company
representative and the customer with the objective to influence the customer to
purchase the product or services.
3. Sales
Promotion: The sales promotion is the short term
incentives given to the customers to have an increased sale for a given period.
Generally, the sales promotion schemes are floated in the market at the time of
festivals or the end of the season. Discounts, Coupons, Payback offers,
Freebies, etc. are some of the sales promotion schemes. With the sales
promotion, the company focuses on the increased short term profits, by
attracting both the existing and the new customers.
4. Public
Relations: The marketers try to build a favorable image
in the market by creating relations with the general public. The companies
carry out several public relations campaigns with the objective to have a
support of all the people associated with it either directly or indirectly. The
public comprises of the customers, employees, suppliers, distributors,
shareholders, government and the society as a whole. The publicity is one of
the form of public relations that company may use with the intention to bring
newsworthy information to the public. For example, Large Corporate such as
Dabur, L&T, Tata Consultancy, Bharti Enterprises, Services, Unitech
and PSU’s such as Indian Oil, GAIL, and NTPC have joined hands with Government
to clean up their surroundings, build toilets and support the swachh Bharat
Mission.
5. Direct
Marketing: With the intent of technology, companies reach
customers directly without any intermediaries or any paid medium. The e-mails,
text messages, Fax, are some of the tools of direct marketing. The companies
can send the emails and messages to the customers if they need to be informed
about the new offerings or the sales promotion schemes. E.g. The Shopperstop
sends SMS to its members informing about the season end sales and extra
benefits to the golden card holders.
Advertising is defined as any paid form of
non-personal presentation and promotion of ideas, goods, and services by an
identified sponsor. It is a way of mass communication. It is the most popular
and widely practiced tool of market promotion. Major part of promotional budget
is consumed for advertising alone. Various advertising media – television,
radio, newspapers, magazines, outdoor means and so forth – are used for advertising
the product.
Characteristics of advertising
i. Adverting is non-personal or mass communication.
Personal contact is not possible.
ii. It is a paid form of communication.
iii. It is a one-way communication.
iv. Identifiable entity/sponsor-company or person
gives advertising.
v. It is costly option to promote the sales.
vi. It can be reproduced frequently as per need.
vii. Per contact cost is the lowest.
Viii. Various audio-visual, print, and outdoor media
can be used for advertising purpose.
ix. It is a widely used and highly popular tool of
market promotion.
Following are the advantages of advertising:-
(1) Introduces a New Product in the
Market:
Advertising plays significant role in the
introduction of a new product in the market. It stimulates the people to
purchase the product.
(2) Expansion of the Market:
It enables the manufacturer to expand his market. It
helps in exploring new markets for the product and retaining the existing
markets. It plays a sheet anchor role in widening the marketing for the
manufacturer’s products even by conveying the customers living at the far flung
and remote areas.
(3) Increased Sales:
Advertisement facilitates mass production to goods
and increases the volume of sales. In other words, sales can be increased with
additional expenditure on advertising with every increase in sale, selling
expenses will decrease.
(4) Fights Competition:
Advertising is greatly helpful in meeting the forces
of competition prevalent in the market. Continuous advertising is very
essential in order to save the product from the clutches of the competitors.
(5) Enhances Goodwill:
Advertising is instrumental in increasing goodwill
of the concern. It introduces the manufacturer and his product to the people.
Repeated advertising and better quality of products brings more reputation for
the manufacturer and enhances goodwill for the concern.
(6) Educates The Consumers:
Advertising is educational and dynamic in nature. It
familiarises the customers with the new products and their diverse uses and
also educates them about the new uses of existing products.
(7) Elimination of Middlemen:
It aims at establishing a direct link between the
manufacturer and the consumer, thereby eliminating the marketing intermediaries.
This increases the profits of the manufacturer and the consumer gets the
products at lower prices.
(8) Better Quality Products:
Different goods are advertised under different brand
names. A branded product assures a standard quality to the consumers. The
manufacturer provides quality goods to the consumers and tries to win their
confidence in his product.
(9) Supports The Salesmanship:
Advertising greatly facilitates the work of a
salesman. The customers are already familiar with the product which the salesman
sells. The selling efforts of a salesman are greatly supplemented by
advertising. It has been rightly pointed out that “selling and advertising are
cup and saucer, hook and eye, or key and lock wards.”
(10) More Employment Opportunities:
Advertising provides and creates more employment
opportunities for many talented people like painters, photographers, singers,
cartoonists, musicians, models and people working in different advertising
agencies.
(11) Reduction in the Prices of
Newspapers and Magazines Etc:
Advertising is immensely helpful in reducing the
cost of the newspapers and magazines etc. The cost of bringing out a newspaper
is largely met by the advertisements published therein.
(12) Higher Standard of Living:
The experience of the advanced nations shows that
advertising is greatly responsible for raising the living standards of the
people. In the words of Winston Churchil “advertising nourishes the consuming
power of men and creates wants for better standard of living.” By bringing to
the knowledge of the consumers different variety and better quality products,
it has helped a lot in increasing the standard of living in a developing
economy like India.
Advertising has the following disadvantages:
(1)
Adds to Costs:
An organisation has to spend large amount on
advertising. It increases the cost of the products. To meet this expenditure,
price of the product is raised. No manufacturer pays for the advertising
expenses out of his pocket. Advertising, therefore, leads to unnecessary rise
in prices. In this reference it is said that advertising costs are passed on to
the consumers in the form of high prices.
(2)
Undermines Social Values:
Advertisement is a sort of day-dreaming for the
people. These days it is taking the people away from reality and into the realm
of artificiality. Through its medium people get information about new products.
Only very few products are of any use for them. The brilliance of new products
really gets on their nerves. They want to buy them but have no resources at
their command. Consequently, they start feeling upset with their present
status. Taking it as a social evil, it can be said that advertisement
undermines social values.
(3)
Confuses the Buyers:
Many a time distorted version of reality is shown in
the advertising. Believing in advertising, consumers buy the product. On its
use, they feel cheated.They come to realize later that the information given in
the advertisement was something else whereas the actual product was quite
different from it. Thus, people lose confidence in advertising because of wrong
presentation. In this reference it is said that advertising confuses rather
than helps.
(4)
Encourages Sale of Inferior Products:
Every manufacturer projects his product as superior
one in the advertisement. Therefore, the buyer is unable to decide as to which
product is really good. Consequently, it is difficult to get good quality
product even after paying a handsome price for it. If a seller gets good price
for some inferior product, it becomes a habit with him. It affects other
sellers also. Therefore, it is said that advertisement encourages the sale of
inferior products.
(5) Some Advertisement is in Bad Taste:
Many times, foul language and objectionable pictures
are used in advertising in order to attract a particular class. They may be
insulting to a particular class. It causes decay of social values.
Such kinds of advertising are generally opposed by
the people as it hurts their feelings. In this reference it is said that some
advertisements are in bad tastes.
The AIDA model is just
one of a class of models known as hierarchy of effects models
or hierarchical models, all of which imply that consumers move
through a series of steps or stages when they make purchase decisions. These
models are linear, sequential models built on an assumption that consumers move
through a series of cognitive (thinking) and affective (feeling) stages
culminating in a behavioural stage (doing e.g. purchase or trial) stage.
The
steps proposed by the AIDA model are as follows:
Attention –
The consumer becomes
aware of a category, product or brand (usually through advertising)
Interest –
The consumer becomes
interested by learning about brand benefits & how the brand fits with
lifestyle
Desire –
The consumer develops a
favorable disposition towards the brand
Action –
The consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
Advertising Appeal is
an igniting force which stimulates the customer mindset towards the product or
services. It not the only factor in the marketing mix which initiates a consumer
for buying the product but it is certainly one of the advertisers' most
important creative strategy decisions involves the choice of an appropriate
appeal.
Advertising appeals are designed in a way so as to
create a positive image of the individuals who use certain
products. Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of people.
Types of Advertisement Appeals
1.
Rational or Informational Appeal
2.
Emotional Appeal
3.
Moral Appeal
4.
Other Advertisement Appeals
I. Rational or Informational Appeals
This is generally product oriented appeal,
highlights the functional benefits like- quality, economy, value, or
performance of a product. Following are different types of rational appeals:
Feature Appeal –
Advertisements based on such appeal are highly
informative, provides information of product attributes or features that can be
used as the basis for rational purchase decision. Technical and high
involvement product often uses this appeal.
Competitive Advantage Appeal –
Such appeal is used to compare the product with the
competitor's product directly or indirectly and advertiser try to present his
product superior then competitor's product on one or more attributes.
Favorable Price Appeal –
Here price offer is considered as the
dominant point of the message.
News Appeal –
Some type of news or announcements about product or
company dominates the advertisement.
Product Popularity Appeal –
Product popularity is considered as the dominant
point of advertisement by highlighting the increasing number of users of brand
or the number who have switched to it.
High Quality –
Some products are preferred for their quality not
merely because of their taste or style, such products are advertised by
highlighting the quality attribute in advertisement.
Low price –
Many people prefer low priced goods. To target such
audience products are advertised by highlighting the low price tag of
the product.
Long Life –
Many consumers want product of durable nature that
can be used for a long period, in advertisement of such product durability is
the dominant point of the message.
Performance –
Many advertisements exhibit good performance of
product.
Economy –
Many customers consider savings in operation and use
of product, for example in case of automobile the mileage is considered while
selecting the brand or model.
Scarcity –
Another appeal that is occasionally used is scarcity.
When there is a limited supply of a product, the value of that product
increases. Scarcity appeals urge consumers to buy a particular product because
of a limitation.
Other Rational Appeals –
Other rational appeals include purity, more profits,
time saving, multifunction, more production, regular supply and availability of
parts, limited space required, artistic form, etc. that can make advertising
effective.
II.
Emotional Appeals
An emotional appeal is related to an individual’s
psychological and social needs for purchasing certain products and services.
Emotions affect all type of purchase decisions.
Types of emotional appeals are as follows:
Positive Emotional Appeal –
Positive emotions like- humour, love, care, pride,
or joy are shown in advertisements to appeal audience to buy that product. For
example- Jonson and Jonson baby products.
Negative Emotional Appeal –
This includes fear, guilt, and shame to get people
to do things they should or stop.
Fear –
Fear is an emotional response to a threat that
expresses some sort of danger. Ads sometimes use fear appeals to
evoke this emotional response and arouse consumers to take steps to remove the
threat. For example- Life Insurance
Anxiety –
Most people try to avoid feeling anxious. To relieve
anxiety, consumers might buy mouthwash, deodorant, a safer car, get retirement
pension plan.
Humour –
Humour causes consumer to watch advertisement, laugh
on it, and most important is to remember advertisement and also the product
connected with humour. For example- Happydent, and Mentos.
Moral appeals are directed to the consumers’ sense
of what is right and proper. These are often used to exhort people to support
social and ethical causes. Types of Moral Appeal are as follows:
- Social
awakening and justice
- Cleaner
and safe environment
- Equal
rights for women
- Prohibition
of drugs and intoxication
- Adult
literacy
- Anti-smuggling
and hoarding
- Protection
of consumer rights and awakening
Reminder Appeal –
Advertising using reminder appeal has the objective
of building brand awareness. For example- IPO
Teaser Advertising –
Advertisers introducing a new product often use this
appeal. It is designed to build curiosity, interest and excitement about a product
or brand. For example- Ponds ad of Saif & Priyanka
Musical Appeals –
Music is an extremely important component in
advertising. It captures the attention of listeners. For example- Docomo,
Airtel
Comparison Appeal –
In this appeal a brand’s ability to satisfy
consumers is demonstrated by comparing its features to those of competitive
brands. For example-Tide & Surf
Direct Appeals –
Direct appeals clearly communicate with the
consumers about a given need. These extol the advertised brand as a product
which satisfies that need.
Indirect Appeals –
Indirect appeals do not emphasize a human need, but
allude to a need.
Sex Appeal
Sex and nudity have always sold well. Sexuality,
sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience
and can result in strong feelings about the advertisement. It can also result
in the product appearing interesting. However use of sex in types of
advertising appeals can have a boomerang effect if it is not used carefully. It
can interfere with the actual message of the advertisement and purpose of the
product and can also cause low brand recall. If this is used then it should be
an integral part of the product and should not seem vulgar. The shift should be
towards sensuality.
Scarcity Appeal
Scarcity appeals are based on limited supplies or
limited time period for purchase of products and are often used while employing
promotional tools including sweepstakes, contests etc.
Masculine Feminine Appeal
It is used in cosmetic or beauty products and also
clothing. This type of appeal aims at creating the impression of the perfect
person. The message is that the product will infuse the perfection or the
stated qualities in you.
Brand Appeal
This appeal is directed towards people who are brand
conscious and wish to choose particular products to make a brand statement.
Snob Appeal
This appeal is directed towards creating feeling of
desire or envy for products that are termed top of the line or that have
considerable qualities of luxury, elegance associated with them.
Adventure Appeal
This appeal is directed towards giving the
impression that purchasing a product will change the individual’s life
radically and fill it with fun, adventure and action.
Romance Appeal
These advertisements display the attraction between
the sexes. The appeal is used to signify that buying certain products will have a
positive impact on the opposite sex and improve your romantic or love life. Fragrances,
automobiles and other products use these types of advertising appeals.
Youth Appeal
Advertisements that reflect youth giving aspects or
ingredients of products use these types of appeals. Cosmetic products in
particular make use of these appeals.
Endorsement
Celebrities and well known personalities often
endorse certain products and their pitching can help drive the sales.
Play on Words
Advertisements also make effective use of catch
phrases to convey the message. Such appeals help in brand recognition and
recall and can be quite popular with the youth in particular.
Statistics
Advertisements also use statistics and figures to
display aspects of the product and its popularity in particular.
Plain Appeal
These advertisements use every day aspects of life
and appeal to ordinary people regarding the use of a product or service.
Bandwagon Appeal
This type of advertising appeal is meant to signify
that since everybody is doing something you should be a part of the crowd as
well. It appeals towards the popularity aspect or coolness aspect of a person
using a particular product or service.
Lay's is the brand name for a number of potato chip varieties as well as the name of the company that founded the chip brand in the U.S. in 1932. Lay's has been owned by PepsiCo since 1965. Lay's is the company's primary brand with the exception of limited markets where other brands are utilized (Walkers in the United Kingdom and Ireland, Smith's in Australia, Chipsy in Egypt, Poca in Vietnam, Tapuchips in Israel, Margarita in Colombia, Sabritas in Mexico and, formerly, Hostess in Canada). It is also called Frito-Lay.
This advertisement focuses to lure youth to buy
liberty products. The various appeals involved in this advertisement includes –
1. Romance appeal
This advertisement
signifies that buying Lays chips will have a positive impact on the
opposite sex and improve your romantic or love life.
2. Youth appeal
Since this advertisement
is endorsed by two youths. So it is appealing to youth to buy their products.
3.
Adventure Appeal
This advertisement
signifies that purchasing Lays chips will change the individual’s life
radically and fill it with fun, adventure and action
4.
Masculine Feminine Appeal
This advertisement aims at creating the impression
of the perfect person. The message is that the product will infuse the
perfection or the stated qualities in you.
5. Positive
Emotional Appeal
This advertisement also
demonstrates emotions like love, pride and joy a appeal audience to buy that
product.
Endorsement Appeal
Ranveer Kappor
is endorsing Lays Chips in this advertisement.
This advertisement includes following appeals:-
1.
Teaser Advertising
This advertisement is
designed to build curiosity, interest and excitement about its product.
2. Brand
Appeal
This advertisement has a brand appeal as it is
directing people who are Liberty brand conscious and wish to choose particular
products to make a brand statement.
3. Snob
Appeal
Since this advertisement is creating feeling of
desire to opt it as it is termed as top of the line and has considerable
qualities of elegance associated with it.
4. Adventure
Appeal
This advertisement is also giving the impression
that purchasing a product will change the individual’s life radically and fill
it with fun, adventure and action.
5.
Performance Appeal
This advertisement exhibits good performance of
product.
The various types of appeals included in this advertisement includes –
1. Favorable Price Appeal –
This advertisement clearly demonstrates the price of
the product which is favorable for the customers and also dominant point of
this advertisement.
2. Low price
Many people prefer low priced goods. To target such
audience this advertisement has been made to highlight the low price
tag of the product.
3. Economy –
This advertisement also shows that people can own
Lays chips at an economical rate which has more quantity too.
4. Direct Appeals –
This advertisement has a direct appeal to people to buy
Lays chips in bulk quantity.
Source: https://www.youtube.com/watch?v=dTVIrhnt5x4
Endorsement
Saif Ali Khan endorses Lays chips in this TV
commercial and persuades customers to buy it.
Adventure Appeal
This advertisement is directed towards giving the
impression that purchasing Lays will change the individual’s life radically and
fill it with fun, adventure and action.
Humour –
This advertisement causes consumer to watch
advertisement, laugh on it, and most important is remember it and also the
product connected with this humour.
Musical Appeals –
The video comprise of musical song completing
focusing on modern, young & dynamics people creating a sense of curiosity
for music lovers to enjoy Lays chips.
Source: https://www.youtube.com/watch?v=rRENwPfWHks
The various appeals involved in this TV advertisement commercial include-
1. Indirect Appeals –
This advertisement is not emphasizing a human need
but , but alluding to a need.
2. Teaser Advertising –
This advertisement Advertisers is creating
curiosity, interest and excitement about Lays chips.
3. Positive Emotional Appeal –
Positive emotions like- humour, love, care, pride,
or joys are shown in advertisements to appeal audience to buy Lays chips.
4. Musical Appeals –
The video comprise of musical song completing
focusing on modern, young & dynamics people creating a sense of curiosity
for music lovers to enjoy Lays chips.
5. Endorsement
Saif Ali Khan endorses Lays chips in this TV
commercial and persuades customers to buy it.
The advertisement appeals included in this advertisement are:-
1. Statistics
This Advertisement uses statistics and figures to
display aspects of the product and its popularity in particular and a chance to
win Rs.50 Lakhs.
2. Play on Words
This Advertisement makes effective use of catch
phrases to convey the message which helps in brand recognition and recall and
can be quite popular with the youth in particular.
3. Romance Appeal
This advertisement displays the attraction between
the sexes. It is used to signify that buying Lays chips will have a
positive impact on the opposite sex and improve their romantic or love life.
4. Teaser Advertising –
This advertisement introduces a new flavor of Lays
chips and it is creating curiosity, interest and excitement about this new Lays
product.
Bibliography
— www.google.com
— https://www.youtube.com/watch?v=dTVIrhnt5x4
— https://www.youtube.com/watch?v=rRENwPfWHks
— http://www.fritolay.com/