What is Advertising?
• May be defined as any paid form of
nonpersonal presentation and
promotion of ideas, goods, or
services, by an identified sponsor.
• The activity or profession of producing
advertisments for commercial products
Four Concepts of
•A=Attention- Must capture the readers/viewers
•I=Interest- Must make you keen to find out
•D=Desire- You must feel a need to buy the
product or use the service.
•A=Action- On how you react to A. I. & D.
Why Must a Firm
There are three major reasons why firms must
advertise. These are the following:
1. Advertising creates awareness.
2. Advertising strengthens attitudes.
3. Advertising leads to action.
Before the prospective customer can make a
purchasing decision, he/she must be aware of
the existence of a product or can satisfy his/her
needs. Advertising provides the person with an
opportunity to know that there is a product or
service that he/she can buy so his/her problem
can be solved.
A buyer who is already aware of the existence
of a product or service must be convinced to
have a positive attitude towards it. This is
especially important if the product or service
Advertising Leads to
Advertising may provide information that leads
an individual to action.