-K.SARANYA

Introduction Advertising is one of the powerful

tool in promotional mix. The large quantities of goods being produced were made known to customers through advertising.

Meaning and DefinitionOriginated from the Latin word “adverto”

which means “turns round”. It denotes the means employed to draw attention to any object to any object.

The American Marketing Association(AMA) has defined marketing “ As any paid form of non personal communication and promotional of ideas, goods and service by an identified sponsor”.

Nature an scope A verbal and/or visual non personal messageAn identified sponsorDelivery through one or more mediaPayment by the sponsor to the medium

carrying the message

ObjectivesMake immediate salesBuild primary demandIntroduce about a

product availabilityIntroduce a price dealBuild brand recognition

or brand insistenceto help the salesman by

creating awareness of product among retailers

Create reputation Increase market share

Modify existing product appeals

Inform about new productIncrease the frequency of

use of a product.Increase the no / quantity

of retail outlets.Build overall company

imageEffect immediate buying

action Reach new

areas/segmentsDevelop overseas market.

Product advertising

Primary Demand

Competitive or selective

Shortage

Cooperative

Comparative

Institutional Advertising

Commercial

Non commercial

Direct Action

Kin

ds

Product Advertising

Primary Deman

d

•New product •Introduction stage

Product Advertising

Competitive or

selective

•Create demand for a specific brand•Growth stage

Product Advertising

Shortage

•Shortage in supply of the product.

Cooperative

•Manufacturer, wholeslers and retailers joint together

Product Advertising

Comparative

•Delivers the information not previously available to consumers

The objective is to protect the image of the company. It is not only directed to consumers but also to its shareholders, creditors etc.

Commercial •Meant to increase the sales•Industries, trade, farm, Professional

Non commercial

•Charitable Trust

Direct Action

•Taking immediate action to large extent.

Institu

tion

al

Ad

vertisin

g

Factors in advertisement

The source

•Credibility•Likeability/ attractiveness•The source approach

The Message

•Message Structure•Message sidedness•Order of presentation•Climax order

Message Appeal

•Rational Appeal•Emotional Appeal•Humour Appeal•Fear Appeal

Advertising BudgetMarket Share ApproachArbitrary AllocationPercentage of sales MethodTask and Objective MethodCompetitive Comparison MethodFunds Available method

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