We are being bombard with advertisements day in and day out from all imaginable media. Advertisements are seen on- Wall & news papers, magazines ,TV Back of buses Play grounds & sport events Road sides Stores

1. UNIT NO. 2
ADVERTISING MANAGEMENT
1AMITABH MISHRA, AIMT, GR. NOIDA

2. ADVERTISING
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3. • We are being bombard with advertisements day
in and day out from all imaginable media.
• Advertisements are seen on-
– Wall & news papers, magazines ,TV
– Back of buses
– Play grounds & sport events
– Road sides
– Stores
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4. • American Marketing Association-
– “Advertising is any paid form of non personal
communication about an organization, product,
service, or idea by an identified sponsor”.
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5. Nature
of
Advertising
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6. • Paid form
• Non personal presentation
• Ideas, Goods & Services
• Identified sponsor
• Controlled
• Mass communication media.
• Persuasion
• Not neutral and Not unbiased.
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7. • Paid form: The space or time for an
advertising message generally must be
bought.
An occasional exception to this is the public
service announcement (PSA), whose
advertising space or time is donated by the
media.
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8. • Non personal : Advertising involves mass media (e.g., TV,
radio, magazines, newspapers) that can transmit a message to
large groups of individuals, often at the same time.
• It means that there is generally no opportunity for immediate
feedback from the message recipient (except in direct-
response advertising).
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9. Advantages
of
Advertising
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10. • Advertising is the best-known and most widely
discussed form of promotion.
• It is a very important tool, particularly for companies
whose products/services are targeted at mass
consumer markets.
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11. • Public presentation: many person receive the same message.
• Pervasiveness: It permits the advertiser to repeat the same
message many times.
• Amplified experience: picture, sound, color, graphics,
animation, etc.
• Impersonality: audience are not bound to pay attention or
respond to advertisement.
• Information: Information reaches a large number of audience
in shortest possible time.
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12. • Brand image building: consumer develop mental image of a
brand.
• Growth of media: media can earn huge revenue from
advertisements
• It stimulate demand
• It is highly visible
• It is powerful communication tool
• It can be a very cost-effective method for communicating with
large audiences
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13. Objectives
of
Advertising
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14. – To inform
– To persuade
– To remind
– To reinforce
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15. Classifications
of
Advertising
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16. • There are various approaches to classify the
vast variety of advertising.
1. Classification based on the audience
2. Classification based on the media
3. Other Classifications
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17. 1. Classifications of
Advertising
Based on Audience
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18. 1. Classifications of Advertising Based on
Audience
A. Advertising to consumers
B. Advertising to business and profession
C. Non product advertising
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19. A. Advertising to consumers
A. Advertising to consumers
a) Classified advertising
b) Display advertising
c) National Advertising
d) Local Advertising
e) Co-operative Advertising
f) End product Advertising
g) Direct response Advertising
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Classified Advertisement Display Advertisement

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End Product Advertisements

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Direct response Advertisement

23. B. Advertising to Business or
Profession
B. Advertising to business or Profession
a) Trade advertising
b) B2B Advertising
c) Professional Advertising
d) Corporate or Institutional Advertising
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Trade Advertising

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Corporate Advertising

26. C. Non product advertising
• Non product advertising may be classified as-
– Idea Advertising
– Service Advertising
– Political Advertising
– Surrogate Advertising
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Idea Advertisisng

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Idea Advertising
PETA Advertisement Do’t talk while he drives Advertising

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Political Advertising

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Surrogate Advertising

30. 2. Classifications of
Advertising
Based on Media
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31. 2. Classifications of Advertising
Based on Media
• News paper advertising
• Radio advertising
• Television advertising
• Internet advertising
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