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Advertising

1. What is Advertising ?

2. Characteristics of Advertising

3. Five M of Advertising4. Role of Advertising

5. Functions of Advertising

6. Methods of Classification7. Types of Advertising

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What is Advertising?

According to AMA

It is any paid form ofnon personalpresentation and promotion of ideas, goods,

services by an identified sponsor.

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ADVERTISING is a paid form ofcommunicating a message by the use ofvarious media. It is persuasive,

informative, and designed to influence

purchasing behavior or thought patterns.

Advertising may be described as the

science of arresting human intelligencelong enough to get money from it.

Leacock , Stephen But ler

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Characteristics of Advertising

1. A paid form, although in case of PSAs (Public ServiceAnnouncements) use donated time & space.

2. Sponsor is identified.

3. It is strategic communication driven by objectives, &these objectives can be measured to determine its

effectiveness.

4. It reaches a large audience of potential customers.

5. The message is conveyed through many different kindsof media, which are largely non personal.

So Advertising is paid persuasive communication that usesnon personal mass media- as well as other forms ofinteractive communication- to reach broad audiences toconnect an identified sponsor with a target audience.

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5

Advertising Campaign

A series of related

advertisements focusingon a common theme, slogan,

and set of advertising appeals.

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The 5 Ms of Advertising

Mission objectives

Money budgets

Message communication

Media what vehicles?

Measurement - evaluation

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Major Decisions in Advertising

Objectives Setting

Budget Decisions

Message Decisions

Campaign Evaluation

Media Decisions

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Role of Advertising

1. The marketing role

2. The economic role

3. The societal role

4. The communication role

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Role of Advertising

1. To inform, remind and persuade consumers

2. Helps in building relationships with consumers

3. Makes the job of Sales Personnel more efficient

4. To support new products by generating awareness

5. Contribute to economic growth by expanding themarket

6. Growth of Media by generating revenues for it

7. Helping research and innovation by generating more

demand8. Catalyst for change

9. Tells & shows uses to the consumers

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Functions of Advertising

1. Builds awareness of products & brands.

2. Creates a brand image.

3. Provides product & brand information.4. Persuades people.

5. Provides brand reminders.

6. Reinforces past purchases & brand

experiences.

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Types of Advertising

Advertising

For Whom1.Comsumer

Adv.

2. Industrial

Adv.

GeographicCoverage

1. National

2. Regional

3. Local

4. International

Media Used

1. Print: Newspapers,

Magazines

2. Electronic :TV,Radio

3. Outdoors

4. Internet

5. Others

Purpose1. Primary or

Secondary

demand

2. Social or

Noncommercial

3. Direct or

Indirect

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Types of Media Advertising

Newspapers

Magazines

Radio

Television

Outdoor Media

Internet

Alternative Media