Meaning and role of advertising

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Meaning and role of advertising

  1. 1. “Advertising is any paid form of nonpersonalpresentation and promotion of ideas, goods, orservices by an identified sponsor.” Philip Kotler
  2. 2. “Advertising not only plays a vital role inpromoting our economic growth but it is acolorful and diverting aspect of life.” Peter Drucker
  3. 3. FIVE M’s OF MARKETING- MESSAGE MONEY MEASUREMENT MISSION MEDIA
  4. 4.  It is a mass non-personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a marketing tool.
  5. 5.  Promotion of sales. To create awareness about introduction of new product. Creation of good public image. Facilitate mass production. Education of people.
  6. 6.  PRODUCT ADVERTISING CONSUMER ADVERTISING INDUSTRIAL ADVERTISING TRADE ADVERTISING PROFESSIONAL ADVERTISING
  7. 7. “The main purpose of this type of advertisingis to inform and stimulate the market aboutthe advertiser’s products or services and tosell these.”Ex- POLO Car
  8. 8. “It is directed to buyers of consumer productswho purchase them either for their own useor for their household’s.” Ex- Surf Excel
  9. 9. “It refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial goods.” Ex- Machinery
  10. 10. “It is directed by the manufacturers to the distribution channel members, such as wholesalers or retailers.”
  11. 11. “It is directed to those decision makers who are professional people.” Ex- Pharmaceuticals
  12. 12. “Advertising is a process whereas theAdvertisement is the end product of it.”
  13. 13. “An advertising objective is a specificcommunications task and achievement levelto be accomplished with a specific audiencein a specific period of time” Example- Pepsi
  14. 14. INFORMATIVE ADVERTISING aims to create brand awareness and knowledge of new products or new features of existing product. Ex- PepsiCos “7up”Lemon
  15. 15. PERSUASIVE ADVERTISING aims to createliking, preference, conviction, and purchaseof a product or service. Ex-Subhiksha
  16. 16. REMINDER ADVERTISING aims to stimulaterepeat purchase of product and services. Ex- Coca Cola
  17. 17. REINFORCEMENT ADVERTISING aims toconvince current purchasers that they madethe right choice. Ex-Volkswagon
  18. 18. “DEFENSIVE ADVERTISING is one in which marketers advertise to offset or lessen the effects of a competitor’s promotional programme.”Ex- Pepsi’s ad against Thums up ad
  19. 19. “LOCAL ADVERTISING is used by the firms who wants to restrict itself to the local area in the beginning.” Ex- Nirma
  20. 20. “NATIONAL ADVERTISING is used when some firm think that their target is the entire country.” Ex- Brooke Bond
  21. 21. “GLOBAL ADVERTISING is used by the multinational firms who treat the world as their market.” Ex- Samsung
  22. 22. “SERVICE ADVERTISING is used by the firms who provide services to the consumer.”Ex- Kingfisher Airlines
  23. 23.  It helps in brand building. It increases the demand for commodities. It reduces the distribution expenses. It ensures the consumers better quality of goods.
  24. 24. Now more and more organizations usingadvertising to show their socialresponsiveness and making peopleenvironment loving.Ex- Save tiger project
  25. 25.  Socialand legal issues Time slot of advertising Brand Ambassador Upcoming Season Type of media to use

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