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Meaning and role of advertising
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Meaning and role of advertising

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  • 1. “Advertising is any paid form of nonpersonalpresentation and promotion of ideas, goods, orservices by an identified sponsor.” Philip Kotler
  • 2. “Advertising not only plays a vital role inpromoting our economic growth but it is acolorful and diverting aspect of life.” Peter Drucker
  • 3. FIVE M’s OF MARKETING- MESSAGE MONEY MEASUREMENT MISSION MEDIA
  • 4.  It is a mass non-personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a marketing tool.
  • 5.  Promotion of sales. To create awareness about introduction of new product. Creation of good public image. Facilitate mass production. Education of people.
  • 6.  PRODUCT ADVERTISING CONSUMER ADVERTISING INDUSTRIAL ADVERTISING TRADE ADVERTISING PROFESSIONAL ADVERTISING
  • 7. “The main purpose of this type of advertisingis to inform and stimulate the market aboutthe advertiser’s products or services and tosell these.”Ex- POLO Car
  • 8. “It is directed to buyers of consumer productswho purchase them either for their own useor for their household’s.” Ex- Surf Excel
  • 9. “It refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial goods.” Ex- Machinery
  • 10. “It is directed by the manufacturers to the distribution channel members, such as wholesalers or retailers.”
  • 11. “It is directed to those decision makers who are professional people.” Ex- Pharmaceuticals
  • 12. “Advertising is a process whereas theAdvertisement is the end product of it.”
  • 13. “An advertising objective is a specificcommunications task and achievement levelto be accomplished with a specific audiencein a specific period of time” Example- Pepsi
  • 14. INFORMATIVE ADVERTISING aims to create brand awareness and knowledge of new products or new features of existing product. Ex- PepsiCos “7up”Lemon
  • 15. PERSUASIVE ADVERTISING aims to createliking, preference, conviction, and purchaseof a product or service. Ex-Subhiksha
  • 16. REMINDER ADVERTISING aims to stimulaterepeat purchase of product and services. Ex- Coca Cola
  • 17. REINFORCEMENT ADVERTISING aims toconvince current purchasers that they madethe right choice. Ex-Volkswagon
  • 18. “DEFENSIVE ADVERTISING is one in which marketers advertise to offset or lessen the effects of a competitor’s promotional programme.”Ex- Pepsi’s ad against Thums up ad
  • 19. “LOCAL ADVERTISING is used by the firms who wants to restrict itself to the local area in the beginning.” Ex- Nirma
  • 20. “NATIONAL ADVERTISING is used when some firm think that their target is the entire country.” Ex- Brooke Bond
  • 21. “GLOBAL ADVERTISING is used by the multinational firms who treat the world as their market.” Ex- Samsung
  • 22. “SERVICE ADVERTISING is used by the firms who provide services to the consumer.”Ex- Kingfisher Airlines
  • 23.  It helps in brand building. It increases the demand for commodities. It reduces the distribution expenses. It ensures the consumers better quality of goods.
  • 24. Now more and more organizations usingadvertising to show their socialresponsiveness and making peopleenvironment loving.Ex- Save tiger project
  • 25.  Socialand legal issues Time slot of advertising Brand Ambassador Upcoming Season Type of media to use