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What is advertising


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What is advertising

  1. 1. 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 or services.
  2. 2. Four Concepts of Advertising (A.I.D.A) •A=Attention- Must capture the readers/viewers attention. •I=Interest- Must make you keen to find out more. •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.
  3. 3. Why Must a Firm Advertise? 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.
  4. 4. Advertising Creates Awareness 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.
  5. 5. Advertising Strengthens Attitudes 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 has competitors.
  6. 6. Advertising Leads to Action Advertising may provide information that leads an individual to action.
  7. 7. PROMOTION Advertising Public relations Sales promotion Personal selling Direct selling pioneer product consumer Public trades Publicity cooperative trade institutional cooperative competitive trade Nonselling activities Indirect selling