Advertisement Mass Media and Communication

1. ADVERTISEMENT
PREPARED BY: AVNI DAVE

2. WHAT IS ADVERTISING?
• Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service
or idea
• Advertising is the action of calling public attention to an idea, good, or
service through paid announcements by an identified sponsor.
• According to Kotler, "Advertising is any paid form of non-personal
presentation & promotion of ideas, goods, or services by an identified
sponsor."

3. THREE MAIN OBJECTIVES
OF ADVERTISING
1. To inform
2. To persuade
3. To remind

4. • To inform: Advertisements are used to increase brand
awareness and brand exposure in the target market.
Informing potential customers about the brand and its
products is the first step towards attaining business goals.
• To persuade: Persuading customers to perform a particular
task is a prominent objective of advertising. The tasks may
involve buying or trying the products and services offered,
to form a brand image, develop a favourable attitude
towards the brand etc.

5. • To remind: Another objective of advertising is to reinforce the brand message
and to reassure the existing and potential customers about the brand vision.
Advertising helps the brand to maintain top of mind awareness and to avoid
competitors stealing the customers. This also helps in the word of mouth
marketing.
• There are subsets of three objectives
• Brand Building
• Increasing Sales
• Creating Demand
• Engagement
• Changing Customers’ attitudes, etc.

6. TYPES OF ADVERTISEMENTS
• Print Advertising
• Broadcaste Advertising
• Outdoor Advertising
• Digital Advertising
• Product/Brand Integration

7. PRINT
ADVERTISING
Newspaper,
magazines, &
brochure
advertisements, etc.

8. BROADCASTE
ADVERTISING
Television and
radio
advertisements.

9. OUTDOOR ADVERTISING
Hoardings, banners,
flags, wraps, etc.

10. DIGITAL
ADVERTISING
Advertisements
displayed over the
internet and digital
devices.

11. PRODUCT/BRAND
ADVERTISING
Product
placements in
entertainment
media like TV
show, YouTube
video, etc.

12. IMPORTANCE OF ADVERTISING
To the Customers
• Convince
• Awareness
• Better quality
To the Business
• Awareness
• Brand image
• Product differentiation
• Increases goodwill
• Value for money

13. ADVANTAGES & DISADVANTAGES OF
ADVERTISING
Advantages
• Reduces per-unit cost
• Control of message
• Wide coverage
• Attacks new customers
Disadvantages
• Increases the cost
• Impersonal
• Often expensive
• Confuses the buyer
• Sometime misleading

14. • Works Cited
• Feedough. n.d. 23 February 2020. <https://www.feedough.com/what-is-
advertising-advertising-objectives-examples-importance/amp/>.
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