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What is advertising
 

What is advertising

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    What is advertising What is advertising Presentation Transcript

    • What is Advertising? • May be defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services, by an identified sponsor. • The activity or profession of producing advertisments for commercial products or services.
    • Four Concepts of Advertising (A.I.D.A) •A=Attention- Must capture the readers/viewers attention. •I=Interest- Must make you keen to find out more. •D=Desire- You must feel a need to buy the product or use the service. •A=Action- On how you react to A. I. & D.
    • Why Must a Firm Advertise? There are three major reasons why firms must advertise. These are the following: 1. Advertising creates awareness. 2. Advertising strengthens attitudes. 3. Advertising leads to action.
    • Advertising Creates Awareness Before the prospective customer can make a purchasing decision, he/she must be aware of the existence of a product or can satisfy his/her needs. Advertising provides the person with an opportunity to know that there is a product or service that he/she can buy so his/her problem can be solved.
    • Advertising Strengthens Attitudes A buyer who is already aware of the existence of a product or service must be convinced to have a positive attitude towards it. This is especially important if the product or service has competitors.
    • Advertising Leads to Action Advertising may provide information that leads an individual to action.
    • PROMOTION Advertising Public relations Sales promotion Personal selling Direct selling pioneer product consumer Public trades Publicity cooperative trade institutional cooperative competitive trade Nonselling activities Indirect selling