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IMC - Prof. Rajesh Satpathy
What is Advertising ?
Advertising facilitates large-scale marketing. It is a medium of
mass communication. Manufacturers supply information about
new products through advertising.
The fact that companies around the World spend crores of
rupees or millions of dollars on advertising through TV, Radio and
the Internet, and Print Ad on Newspapers and in Magazinesthe Internet, and Print Ad on Newspapers and in Magazines
indicate its benefits.
Video: Nestle Nesvita
What is Advertising ?
Advertising is within the scope of promotion, which is one
element in the marketing mix. It is getting popularity in the
present highly competitive and consumer-oriented marketing.
All products including old and new, consumer and durable (FMCG/
FMCD/FMCS), cheap or costly need extensive advertising for
promotional measures and consumer support.promotional measures and consumer support.
Latest communication techniques are now used for making it
more attractive, persuasive and agreeable.
The basic purpose of advertising is to give information, (AIDA) to
draw attention, to create awareness and finally to influence the
buying behavior of consumers.
Video: Apple iPhone 5
What is Advertising ?
Advertising is certainly needed in marketing but is equally
important and essential in social, cultural and political aspects of
our life.
The term ‘Advertising’ originates from the Latin word ‘Advertere’
which means “to turn the mind towards.”
The dictionary meaning of the term advertising is “to give publicThe dictionary meaning of the term advertising is “to give public
notice or to announce publicity.”
This suggests that advertising acts as a marketing vehicle and is
useful for drawing the attention of people (prospects) towards a
specific product / service / manufacturer.
Definitions…
Advertising is defined differently by various authorities and the
institutions dealing with the subject of advertising…
The American Marketing Association (AMA) defines advertising
as,
“Any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.”
Definitions…
This definition suggests the following features…
>> Advertisement is a paid form of communication. Advertiser
exercises a control over it.
>> It is non-personal selling. It is a medium of mass
communication for large-scale selling.
>> It acts as an important marketing tool for presentation and
promotion of ideas, goods and services.
>> It needs the sponsor of the message known. Advertising will be
meaningless if the advertiser is not clearly identified.
Features of Advertising…
The nine important features of advertising are as follows:
1. It Provides information : The basic purpose of advertising is to
provide information about products or services to prospective
buyers.
The details of products such as features, uses, prices, benefits,
manufacturer's name, and instructions to be followed while using
the product are given in the advertisements. The advertising
message (Copy) and brand name are also given.
The information provided educates and guide to consumers and
facilitates to correct selection of goods among competitors.
Features of Advertising…
2. Paid communication : The advertiser/firm has to pay to the
media for giving publicity to his advertising message. While it pays
for the advertisement the firm also decides the size/duration,
slogan, timing etc. given in the advertisement. So, advertising is a
form of paid communication.
3. Non-personal presentation : Advertising is non-personal in3. Non-personal presentation : Advertising is non-personal in
character as against salesmanship, which is personal (face to face
communication) in character.
In advertising, the message is given to all and not to one specific
individual. This rule is applicable to all advertising media,
including press. However, in advertising target consumers or
target market can be selected for making an advertising appeal.
Features of Advertising…
4. Publicity : Advertising gives publicity to goods, services and
ideas. It is for giving information to consumers. This information is
always related to the features and benefits of goods and services
of different types.
Advertising gives new ideas to consumers or to educate, as its
contents are meaningful. The aim is to make the ideas popularcontents are meaningful. The aim is to make the ideas popular
and thereby to promote sales.
For example, advertising on family planning, family welfare, and
life insurance is useful for placing new ideas before the masses.
Video: Ananya – Birth_Spacing-Ek Teen Do
Features of Advertising…
5. For persuasion : Advertising aims at persuasion of potential
customers. It attracts attention towards a product, creates a
desire to have it, and finally induces consumers to visit the market
and purchase the same.
Advertising has a psychological impact on consumers. It influences
the buying decisions of consumers.
6. Target oriented : It is possible to make intensive advertising by
selecting a specific-market or specific segment of consumers (like
Children, Adult, Housewives, etc.) for advertising. This selection of
a specific market is called target market. Advertising becomes
effective and result-oriented when it is target oriented. The
budget in advertising can be minimized through such a target
oriented advertising.
Online Ad for AASHIRVAAD Atta
Features of Advertising…
7. Art, science and profession : It is now universally accepted that
advertising is an art, science and a profession.
It is an art as it needs creativity for raising its effectiveness.
Advertising is a science as it has its principles and rules.
Advertising is now treated as a profession with its professional
bodies and code of conduct for members. Advertising agencies
and space brokers function as professionals in the field of
advertising.
Features of Advertising…
8. Element of marketing mix : Advertising is an important
element of a marketing mix as it supports the sales promotion
efforts of the manufacturer and makes positive contribution in
sales promotion provided other elements in the marketing-mix
are reasonably favorable.
This is natural as advertising alone is not adequate for promotingThis is natural as advertising alone is not adequate for promoting
sales. Many companies now spend huge amount of money on
advertising and public relations.
Print Ad for a Sales promotion offer
Features of Advertising…
9. Creativity : Advertising is a method of presenting a product in
an artistic, attractive and agreeable manner. This is possible
through the element of creativity, which is the essence of
advertising.
Creativity can be introduced by creative-people (professionals) in
the field of advertising. They introduce new techniques forthe field of advertising. They introduce new techniques for
introducing creativity. Without creativity, advertising will be like a
body without a soul. It is therefore known as the essence of
advertising.
Print Ad for Vanish
Print Ad for Amul
Print Ad for Apollo Tyres
Thank You.

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3 what is advertising

  • 1. IMC - Prof. Rajesh Satpathy
  • 2. What is Advertising ? Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies around the World spend crores of rupees or millions of dollars on advertising through TV, Radio and the Internet, and Print Ad on Newspapers and in Magazinesthe Internet, and Print Ad on Newspapers and in Magazines indicate its benefits.
  • 4.
  • 5.
  • 6. What is Advertising ? Advertising is within the scope of promotion, which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products including old and new, consumer and durable (FMCG/ FMCD/FMCS), cheap or costly need extensive advertising for promotional measures and consumer support.promotional measures and consumer support. Latest communication techniques are now used for making it more attractive, persuasive and agreeable. The basic purpose of advertising is to give information, (AIDA) to draw attention, to create awareness and finally to influence the buying behavior of consumers.
  • 8. What is Advertising ? Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. The term ‘Advertising’ originates from the Latin word ‘Advertere’ which means “to turn the mind towards.” The dictionary meaning of the term advertising is “to give publicThe dictionary meaning of the term advertising is “to give public notice or to announce publicity.” This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product / service / manufacturer.
  • 9. Definitions… Advertising is defined differently by various authorities and the institutions dealing with the subject of advertising… The American Marketing Association (AMA) defines advertising as, “Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”
  • 10. Definitions… This definition suggests the following features… >> Advertisement is a paid form of communication. Advertiser exercises a control over it. >> It is non-personal selling. It is a medium of mass communication for large-scale selling. >> It acts as an important marketing tool for presentation and promotion of ideas, goods and services. >> It needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly identified.
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  • 13. Features of Advertising… The nine important features of advertising are as follows: 1. It Provides information : The basic purpose of advertising is to provide information about products or services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, and instructions to be followed while using the product are given in the advertisements. The advertising message (Copy) and brand name are also given. The information provided educates and guide to consumers and facilitates to correct selection of goods among competitors.
  • 14. Features of Advertising… 2. Paid communication : The advertiser/firm has to pay to the media for giving publicity to his advertising message. While it pays for the advertisement the firm also decides the size/duration, slogan, timing etc. given in the advertisement. So, advertising is a form of paid communication. 3. Non-personal presentation : Advertising is non-personal in3. Non-personal presentation : Advertising is non-personal in character as against salesmanship, which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. This rule is applicable to all advertising media, including press. However, in advertising target consumers or target market can be selected for making an advertising appeal.
  • 15. Features of Advertising… 4. Publicity : Advertising gives publicity to goods, services and ideas. It is for giving information to consumers. This information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers or to educate, as its contents are meaningful. The aim is to make the ideas popularcontents are meaningful. The aim is to make the ideas popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life insurance is useful for placing new ideas before the masses.
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  • 17. Features of Advertising… 5. For persuasion : Advertising aims at persuasion of potential customers. It attracts attention towards a product, creates a desire to have it, and finally induces consumers to visit the market and purchase the same. Advertising has a psychological impact on consumers. It influences the buying decisions of consumers. 6. Target oriented : It is possible to make intensive advertising by selecting a specific-market or specific segment of consumers (like Children, Adult, Housewives, etc.) for advertising. This selection of a specific market is called target market. Advertising becomes effective and result-oriented when it is target oriented. The budget in advertising can be minimized through such a target oriented advertising.
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  • 19. Features of Advertising… 7. Art, science and profession : It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules. Advertising is now treated as a profession with its professional bodies and code of conduct for members. Advertising agencies and space brokers function as professionals in the field of advertising.
  • 20. Features of Advertising… 8. Element of marketing mix : Advertising is an important element of a marketing mix as it supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing-mix are reasonably favorable. This is natural as advertising alone is not adequate for promotingThis is natural as advertising alone is not adequate for promoting sales. Many companies now spend huge amount of money on advertising and public relations.
  • 21. Print Ad for a Sales promotion offer
  • 22. Features of Advertising… 9. Creativity : Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. This is possible through the element of creativity, which is the essence of advertising. Creativity can be introduced by creative-people (professionals) in the field of advertising. They introduce new techniques forthe field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul. It is therefore known as the essence of advertising.
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