Advertising

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A presentation on advertisement management according to Philip Kotler.

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Advertising

  1. 1. Marketing<br /> Advertising<br />
  2. 2. Definition of advertising<br /><ul><li>Any paid form of non personal presentation and promotion of ideas, goods and services through mass media such as news paper, magazines, television or radio by an identified sponsors.</li></ul> (Kotler).<br /><ul><li>Advertising is mass, paid for communication which is used to transmit information, develop attitudes and include some form of response from the audience</li></li></ul><li>Characteristics of advertising<br /><ul><li>Non personal form of communication aimed at a target audience.
  3. 3. Used by commercial and by not for profit organization.
  4. 4. Advertising is paid for.
  5. 5. Most advertising is concerned ultimately with selling.
  6. 6. It is the major element in the promotional mix.</li></li></ul><li>Developing and managing an advertisement program<br />
  7. 7. The five Ms of advertising<br />
  8. 8. Objectives<br /><ul><li>An advertising objective is a specific communication task to be achieved with a specific target audience during a specific period of time.
  9. 9. Like all objectives they should be SMART.
  10. 10. Advertising objectives at different stages in Hierarchy of Effects
  11. 11. Informative Advertising.
  12. 12. Persuasive Advertising.
  13. 13. Reminder Advertising.
  14. 14. Reinforcement Advertising.</li></li></ul><li>Deciding on the Advertising Budget<br />
  15. 15. Message<br />
  16. 16. Advertising Media<br />
  17. 17. Measurement<br />
  18. 18. THANK YOU<br />

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