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A presentation on advertisement management according to Philip Kotler.

A presentation on advertisement management according to Philip Kotler.

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Advertising Advertising Presentation Transcript

  • Marketing
    Advertising
  • Definition of advertising
    • Any paid form of non personal presentation and promotion of ideas, goods and services through mass media such as news paper, magazines, television or radio by an identified sponsors.
    (Kotler).
    • Advertising is mass, paid for communication which is used to transmit information, develop attitudes and include some form of response from the audience
  • Characteristics of advertising
    • Non personal form of communication aimed at a target audience.
    • Used by commercial and by not for profit organization.
    • Advertising is paid for.
    • Most advertising is concerned ultimately with selling.
    • It is the major element in the promotional mix.
  • Developing and managing an advertisement program
  • The five Ms of advertising
  • Objectives
    • An advertising objective is a specific communication task to be achieved with a specific target audience during a specific period of time.
    • Like all objectives they should be SMART.
    • Advertising objectives at different stages in Hierarchy of Effects
    • Informative Advertising.
    • Persuasive Advertising.
    • Reminder Advertising.
    • Reinforcement Advertising.
  • Deciding on the Advertising Budget
  • Message
  • Advertising Media
  • Measurement
  • THANK YOU