2. WHAT IS ADVERTISING?
• Paid form of non-Personal
presentation of goods and
services to a group of persons by
an identified sponsor.
• Goods and services introduced to
General Public, Customers and
Consumers.
• Through advertising a message is
given about the Brand, Price,
Quality, Variety and Features.
3. MEDIA OF ADVERTISING:
• Advertising media are the forms and
means of communication by which
advertised message reaches the audience.
• There are two classes of media:
• PRINT MEDIA
• ELECTRONIC MEDIA
• AUDIO MEDIA
• VIDEO MEDIA
4. PURPOSE OF ADVERTISING:
• It helps the company introduce new products to
the people.
• It helps salesman to sell their goods and services.
• It helps to make decision to buy.
• It helps maintain the contact of the company
with its customers.
• It reminds people to purchase.
• It reminds the consumer not to forget particular
brand.
• It is also meant to establish brand and company
goodwill among consumers.
5. AIDA MODEL:
• Just like sales and other
promotional activities we have to
follow AIDA model in developing
advertisement.
• AIDA means:
• A - It attracts ATTENTION.
• I - It creates INTEREST.
• D - It stimulates DESIRE.
• A - It stimulates ACTION.
6. ATTENTION:
• The first part of the advertisement.
• To achieve we use following approaches:
• Opening with story or event
• Some beautiful quotations
• Status appeal opening
• Mentioning Prizes.
• Creating brand awareness or affiliation with
your product or service.
7. INTEREST:
• The second part of the advertisement.
• To achieve we use following approaches:
• Tell them the benefits they will drive
from the product
• Explain the reason why they should
buy
• Explain them how the produc will
make their life easy
• Generating interest in the benefits of your
product or service, and sufficient interest to
encourage the buyer to start to research
further.
8. DESIRE:
• The third part of the advertisement.
• To achieve we use following approaches:
• Free Trial Offer
• Guarantee
• Money back guarantee
• Samples free of cost
• For your product or service through an
'emotional connection', showing your brand
personality. Move the consumer from 'liking'
it to 'wanting it'.
9. ACTION:
• The fourth part of the advertisement.
• To achieve we use following approaches:
• Offering gifts
• Accepting payment by cheque or credit card
• Limiting the offer
• Offering discounts to first 100 customers.
• Move the buyer to interacting with your
company and taking the next step ie.
downloading a brochure, making the phone
call, joining your newsletter, or engaging in
live chat etc.
