WHAT IS ADVERTISING
Advertising is legalized lying.
H. G. Wells
The word advertising is
derived from two Latin
Words „Ad‟ and „Verto‟.
Ad – towards
Verto – I turn
Literally it means to turn
the people‟s attention to a
Advertising is any form of paid non-personal presentation
of ideas, goods, or services for the purpose of inducing people
The process of delivering a message about ideas, goods and
services, through the media, paid by an individual sponsor.
The management process through
Non-personal form of promotion.
which goods and services move
The activity of attracting public
from concept to the customer.
attention to a product or business, as
Marketing is based on thinking
by paid announcements in the
about business in terms of custome
print, broadcast, or electronic media.
r needs and their satisfaction.
is just a
single concept of
“If you think
advertising is the same
marketing, you have
just limited yourself to
only using the most
expensive way to
Printed on some type of paper.
Newspapers and magazines.
Effective when people see it.
Reach large no. of people.
Publicized product or service
Billboards, bus benches and on
Suitable for small business and
Radio, T.V and internet commercials.
Reaches wider audience.
Great impact on listener or viewers.
To advertise indirectly.
banned by law.
Advertise for: cigarettes or alcohol.
Use of public figure‟s.
Selling product or services.
Give preference to a certain
Advertising doesn‟t mean selling but
helps in increasing sales.
Creates awareness in people.
Create brand awareness.
Important for buyer and seller.
Creates regular demand.
Provides information about market
and every thing which happens around
Helps educating people.
IDENTIFY YOUR PURPOSE
Inform customers that your
product or service is available
and tells them how to get it.
Persuade customers that your
product or service is better than
Remind consumers to use your
product or service.
TARGET YOUR AUDIENCE
The next step is to clearly
identify to whom you want to
You want to advertise to
people who will buy your
product or use your service.
Market research can tell you
who and where your target
SELECT A MEDIUM
You want to reach as many potential customers as possible with the
most effective, efficient, and affordable medium you can select for
CREATE THE AD
Beyond the widespread
interest in great, creative
advertising, your product or
service, purpose and budget
are the realistic parameters.
Make sure that your ad is
always appropriate for your
audience, product, service and
PLACE AND TIME THE AD
When selecting where to
place your ad consider to
reach the right user, in
the right place at the
Make sure that you can
fulfill the promises
mentioned in your
Optimize your advertising
strategy through tracking
and new innovative
There are all levels of
impressions, but do they
communicate in a world.
Therefore, truly engaging and
focusing a consumer on the
advertising message is
increasingly valuable and
Branding and brand building
All advertising can and should reinforce brand values or brand
positioning, even if its primary goal is more directly sales oriented.
Reinforce recall and retention
Fostering message recall
and retention remains a
central goal of any
Differentiation in the
Potentially competitive products
deserves special emphasis in the
messages and marketing channels
in which they can stand out.
Free workshops are arranged
to guide with different uses of
Focus on specific groups of
potential customers when
marketing workshops that will
help advertise your business.
Publicized Charity Donations:
Charities and donations are
publicized for advertisement purpose.
Charitable actions are highlighted
through awards, media attention etc.
Corporate sponsorships are brilliant
advertising ideas that increase media
attention by encouraging journalists to
make extended communities aware of
your charitable acts.
Advertisements on vehicles
Vehicles nowadays play a vital role
in advertisements. Its like a mobile
billboard which has a broad
exposure. Just like the picture
many new ways are introduced for
advertising on vehicles.
3D billboards are a memorable 3
Dimensional viewing experience.
Inflatable props are created to
gain attention , specially designed
to enrich one of the largest
outdoor advertising medium in use
Advertising industries are bringing
many more ways of innovative
advertisements day by day.
Other innovations includes product
related items as watches handles in
Advertisements on bins and roads etc.
It involves attention element of
an advertisement which „catches
the eye‟ and attract attention.
Its purpose is to attract public at
A person is likely to be attracted
to advertisements which concerns
him and will be useful for him.
This is the second step to consumer‟s
response. It is called “from eye to mind”
or “from attention to interest”.
All good advertisements start with
consumer‟s point of interest .
An advertiser‟s approach should be to
establish with the consumer, who is
advertising prospective buyer for the
The main job of advertising is the
transformation of an interest into
advertising desire in the consumer‟s
mind for possessing that product.
This is the last stage in response to
the advertisements. It prompts action
and turns prospects into buyers of the
Expected action can be secured by
adopting various techniques such
as, gifts, samples, installment
facilities, free demonstration etc. by
using phrases “Don‟t delay”, “Buy
now”, “sale”, “Limited Stock etc.
products and services, their
utilities, cost and other
requirements, and help us in
making better purchases.
Advertisements of non-
commercial issues like
AIDS, Polio can help in educating
INCREASING SALES AND PROFIT
The expenses of advertising
may be justified on the ground
that it helps to increase sales
and profit also, which thereby
results in increased
CREATE BRAND IMAGE
People can recognize the
products from the catchy
advertisements they see and
thus sales are also improved.
New industry will be
established and old industry
will be expanded where
thousands of persons may be
PROMOTION OF SOCIAL EVIL
Some firms present immoral
program and features and
crime stories in Television
and Radio for advertising
their products which have a
very bad influence upon new
It is generally criticized that
the cost of advertising to too
high and that such high cost
is covered by the selling price
of the advertising goods.
Big industrialists and
exercise their monopolistic
control over the market
with the help of
which is always against the
Lying to Customers
Advertisers can and often do bend
and curve the truth for their own
benefit and in order to promote
and advertise own product.
There are numerous similar
types of products which are
advertised in the market. But
is has become impossible for
the average buyer to judge
with any certainly the quality
of the hundreds of articles he
Advertising plays an indispensable part in the success
achievement of any business or organization.