ADVERTISINGANAM AHMED , FIROZA & KRITI GUPTAGROUP - 1
Definition The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies, defines advertising as: "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost".Paid form Mass media Non-personal Identified Sponsor
Characteristics Non personal form of Communication aimed at a target audience . Used by Commercial , Not for Profit Organizations and the Government . Advertising is paid for . Most advertisements are ultimately concerned with selling . It is the major element of Promotion Mix .
• To provide • To persuade • To remind the Remind PersuadeInform information. customers to buy customers about • Used especially a particular a product that with a new or brand. they may complex project. • Stress the overlook. • Print media is distinctive • Advertising a superior than TV features of a mature product. in this type of brand. • Examples : advertising. • Minimal • Corn flakes • Examples : information. • Kit Kat • Financial • Examples : Products • Perfumes • Insurance • Cars • New electrical • Coca - Cola goods
Classification of Advertising On basis of Demand : On Geographical basis : Product demand Global National Brand demand Regional o Advertising of service : Local Hotel serviceso On Target Group basis : Education services Consumer Transportation services Professional Hospitality services Industrial Financial service Corporate o Idea advertising Trade
Direct Response Advertising The use of media to elicit an order , an enquiry and a request . Direct response television advertising invites consumers to phone in to place an order ( e.g. – some music CDs are promoted in this way ) Home Shop 18 , Star CJ alive are such channels that use DRAs . The print media is also used – coupons cut out of the page and inserts are mean to invite people to respond . Call 1-800-…………. See our web site at WWW.STUFF.COM
MissionMoney Measure SCOPE OF ADVERTISING Message Media
AIDAAdvertisers should seek : A – Increase Awareness I – Create Interest D – Develop a desire A – Actions that Encourage customers to buyAdvertising seeks to move potential buyers through thesestages .
Advertising & the PLC ProductLife Cycle Advertising AIDA ObjectivesIntroduction Attention Increase in Informative sales Interest Growth Increase in Persuasive Desire Maturity market Action share Saturation Reminder All 4 Corporate Decline Image
Advertising AgencyA marketing specialist firm that assists the advertiser inplanning and preparing its advertisements.They have specialists who know all about the effect of differentadvertising methods and can help a company with theirstrategy
The Advertising Campaign When developing a marketing communication strategy, you do not restrict your plan to just advertising Many things are also done such as direct mailing, PR, special events, radio, media
Celebrity Marketing Having celebrities lend their name and influence to the promotion of a product.
Main Parties involved in AdvertisingRegulatory Organizations Facilitating Organizations Advertising Government Agency ADVERTISER Media Competitions Research supplies Markets and Consumer Behavior
DAGMAR COMMUNICATION SPECTRUMMARKETING FORCES Advertising Packaging FORCES OPPOSING Awareness SALES Personal Selling Conviction Publicity Competition Desire Memory Lapse Product Design Comprehension Availability Sales resistance Action Market attraction Display Price