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  1. 1. Name : Shah Bhumika Roll No : 57 Subject : Commerce Topic : Advertising College : K J Somaiya College of B.Ed Year : 2010
  2. 2. <ul><li>What is Advertising - Definition </li></ul><ul><li>Who needs Advertising </li></ul><ul><li>Importance of Advertising </li></ul><ul><li>Role of advertising in brand promotion </li></ul><ul><li>How does advertising work </li></ul><ul><li>Do’s and don'ts in advertising </li></ul><ul><li>Types of benefits – with examples </li></ul><ul><li>Classification of advertising </li></ul><ul><li>Summary </li></ul><ul><li>Evaluation – Q & A </li></ul>Content
  3. 3. What is ADVERTISING? <ul><li>“ the action of calling something to the attention of public” - WEBSTER’s Dictionary </li></ul><ul><li>Advertising is communication of information and values by an identified sponsor </li></ul><ul><li>Advertising is the third partner in the relationship between a consumer and a product/service </li></ul>
  4. 4. Who needs advertising? <ul><li>Companies use advertising to: </li></ul><ul><li>inform people about their products and services </li></ul><ul><li>to make their brand names familiar to the public </li></ul>
  5. 5. Who needs advertising? <ul><li>Companies use advertising to: </li></ul><ul><li>to give the company a “personality” which sets it apart from the others. </li></ul><ul><li>to remind customers about their brands at the right time and right place </li></ul><ul><li>to tell the public about improvements in products </li></ul><ul><li>to help their sales force to be more effective </li></ul><ul><li>to reinforce customer confidence in his/her purchase </li></ul>
  6. 6. Importance of Advertising <ul><li>It is very cost effective method to communicate </li></ul><ul><li>To create brand image </li></ul><ul><li>To boost the sales volume </li></ul><ul><li>To beat the competition </li></ul><ul><li>Eg Popular advertising campaigns attract customers attentions and can help generate sales. For example pepsi’s – ‘Oye bubbly’, ‘Mera number kab aye ga’, Asian Paints – ‘Badiaya hai’, Alpenleibe -Lage raho, etc </li></ul>
  7. 7. Role of Advertising in Brand Promotion <ul><li>Information and persuasion </li></ul><ul><li>Introduction of new brand </li></ul><ul><li>Building and maintaining brand loyalty </li></ul><ul><li>Creating an image and meaning for a brand </li></ul>
  8. 8. <ul><li>Need recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of options </li></ul><ul><li>Outlet selections </li></ul><ul><li>Purchase </li></ul><ul><li>Post purchase evaluations </li></ul>How does advertising work? The stages in consumer purchase process
  9. 9. Do’s and Don’ts of Advertising <ul><li>Some do’s </li></ul><ul><li>Advertising should be informative </li></ul><ul><li>Advertising should be entertaining </li></ul><ul><li>Advertising should be involving </li></ul><ul><li>Some don’ts </li></ul><ul><li>Advertising should never over claim any benefit in a product or a brand. </li></ul><ul><li>Never try to put down or talk down your consumers in manner that will insult them. </li></ul><ul><li>Try not to compare your brand with a competitor and try not to show your competitor in bad light. </li></ul>
  10. 10. Evaluation <ul><li>What is advertising? </li></ul><ul><li>What are the importance of advertising? </li></ul><ul><li>What are the do’s? </li></ul><ul><li>What are the don’t’s? </li></ul>
  11. 11. T H A N K Y O U !!
  12. 12. Advertising <ul><li>Some don’ts </li></ul><ul><li>In case you do any comparison with your competitor or show your competitor it should be done in a intelligent and tactful manner that such that it is memorable and not in bad taste. </li></ul>
  13. 13. Types of benefits <ul><li>a) Objective benefits </li></ul><ul><li>b) Subjective benefits </li></ul><ul><li>c) Values-oriented benefits </li></ul>
  14. 14. Objective benefits <ul><li>These are tangible, physical and measurable </li></ul><ul><li>These are in the product </li></ul><ul><li>They are what you get by using it </li></ul>Example - “Hawkins pressure cooker cooks quickest with least trouble and greatest safety”
  15. 15. Subjective benefits <ul><li>These are in the consumers mind </li></ul><ul><li>These are perceptions. These are what the consumer believes she will get as a result of the objective benefit. </li></ul><ul><li>Example - “ Cooking with Hawkins will make me feel that I am fulfilling my role as a wife better” </li></ul>
  16. 16. Classification of Advertising <ul><li>Advertising in the consumer market - National Advertising - Retail/Local Advertising - Brand Advertising - Primary/Secondary demand advertising - Political Advertising - Directory Advertising - Direct-Response Advertising - Public Service Advertising - Interactive Advertising </li></ul><ul><li>Advertising to Business & Professional markets - Business to Business Advertising - Professional Advertising - Trade Advertising </li></ul>
  17. 17. <ul><li>Hierarchy of effects </li></ul><ul><li> 100% target audience </li></ul><ul><li> 75% aware of the product </li></ul><ul><li> 50% show some interest in the product </li></ul><ul><li> 30% preferred the product </li></ul><ul><li>25% tried the product </li></ul><ul><li>15% Repurchase </li></ul>How does advertising work?