AN INTRODUCTION

TO ADVERTISING

Prof Sameer KulkarniFor Chanakya,3rd Sem Marketing

Specialization

DEFINITION OF ADVERTISEMENT Advertisement is a paid form of

non personal communication. Advertising promotes ideas, goods and services of an identified sponsors.

The main purpose of advertisement is to create sales.

BASIC REQUIREMENTS OF AN ADVERTISEMENT Attention Value

Conviction Value

Retention Value

Recall Value

Motivational Value

Empathy Value

BENEFITS OF ADVERTISING

Advertisement

Benefits to the Advertisers

Benefits to the Consumers

ROLE OF ADVERTISING Communication with the consumers

Persuasion

Catalyst for change

Contribution to economic growth

Support in the Non commercial purpose

IMPACTS OF ADVERTISING Impact on Product

Impact on Price

Impact on Competition

Impact on Consumer choice

Impact on Business Cycle

Value addition

FUNCTIONS OF ADVERTISING-I

Social Function

Psychological Function

Economic Function

FUNCTIONS OF ADVERTISING(SOCIAL)

Consumer protection is achieved by educating through advertisement.

It helps to solve social causes, such as fighting chronic disease like:

Cancer Malaria AIDS

FUNCTIONS OF ADVERTISING( PSYCHOLOGICAL) Advertisement appeals to psychological

motives of human beings:

E.g.

Thirst

Safety

Beauty

Security

FUNCTIONS OF ADVERTISING-II* Perception

Persuasion

Reinforcement

Reminder

*(According to Prof. Jagdish N. Shet)

TYPES OF ADVERTISEMENT Consumer advertisement

Industrial advertisement

Trade advertisement

Non-profit advertisement

Service advertisement

Surrogate advertisement

TYPE OF IMPACT REQUIRED BY AD Promotional demand ad

Direct & Indirect action Demand ad

Industrial ad

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

AD SPIRAL

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Feedback

Encoding

Message Channel Receiver

Decoding

Noise

The marketerThe sender of the message

Source

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Feedback

Message Channel Receiver

Decoding

Noise

Designing of advertisements, sales presentations, P-O-P displays, etc.

Translation of the message into symbolic form

Source

Encoding

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Feedback

Channel Receiver

Decoding

Noise

Actual advertisement that contains the intended message

Symbolic expression of the sender’s thoughts

Message

Source

Encoding

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Feedback

Receiver

Decoding

Noise

Television, radio, print media, telephone, direct mail, etc.

Path through which the message moves to get to the receiver

Message Channel

Source

Encoding

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Feedback

Decoding

Noise

Person or groups of persons for whom the message is intended

Message Channel Receiver

Source

Encoding

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Feedback

Noise

Process receiver uses to interpret the meaning of the message

Receiver

Decoding

Message Channel

Source

Encoding

FUNCTIONS OF ADVERTISING( ECONOMIC) For conveying value/ price function to

customer:

Brings attitudinal change in the customer

It helps the sales in an indirect manner

It establishes a rapport with the customer