2150.presentation on advertising


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2150.presentation on advertising

  1. 1. By: Dr.Nisha Dani Asst.Prof, MBA Department Presented by Nisha Dani
  2. 2.  Advertising is any paid form of non-personal presentation of ideas, goods or services by an identified sponsor intended to promote the sale of the product or service to influence public opinion, to gain political support or to advance a particular cause, disseminated through one or more media. Presented by Nisha Dani
  3. 3.  It is Informative in Action It is Mass-Communication Process It is a Persuasive Act It is a Competitive Act It is Paid-For It has an Identified Sponsor It is a Non-personal Presentation Presented by Nisha Dani
  4. 4.  Message: Advertising carries a message of the product. It is designed in a systematic manner to influence the prospective customer. Media: A large number of advertising media, with their respective advantages, disadvantages, costs and benefits are available. Merchandise: Advertising covers the merchandise, i.e., the products or services to be sold. Advertising Functions: Advertising creates demand, promotes the marketing system, helps middlemen, presents the image of the organisation and performs some other functions as well. Art and Science: It is an art because the advertiser employs his creative abilities to devise effective advertisement communication. It is a science because it is based on certain rational factors which influence marketing decisions. Cause and effect relationships are used in advertising. Presented by Nisha Dani
  5. 5.  Communication with Consumers Persuasion Helps in Expanding Markets Promoting New Products Contribution to Economic Growth Presented by Nisha Dani
  6. 6. Objectives of Advertising CommunicationSales Objectives Specific Objectives Objectives Presented by Nisha Dani
  7. 7.  The ultimate aim of advertising is to sell the product in the market and to raise the level of present sales. On certain occasions, the objective of advertisement is to increase retail sale through off season or special festival discounts, gift-schemes, clearance sales etc. Objectives of such advertisements are to inform and draw the attention of customers towards these special offers and to increase sales. Selling objectives of advertising should be defined in clear quantitative terms. To evaluate effectiveness of advertising on basis of sales objectives, sales before and sales after advertising are compared. Presented by Nisha Dani
  8. 8. 1. To Create/ Brand Awareness2. To Inform about New Products3. To Increase Knowledge4. To Induce Preference5. To Remind about Products6. To Persuade for Purchase7. To Communicate for Social Cause Presented by Nisha Dani
  9. 9. 1. To Increase Demand2. To Sell a New Product3. To Build New Brands4. To Educate the Masses5. To Build Brand Preference & Brand Loyalty6. To Build Goodwill7. To Attract & to Help Middlemen8. To Support Salesmen9. To Remind the Customers of the Product & the Company10. To Reach Customers Left Out by Salesmen11. To Inform about Changes in Marketing Mix12. To Neutralize Competitor’s Advertising13. To Enter in a New Geographical Area14. To do Entire Selling Job15. To Overcome Dissonance of Buyers16. Specific Objectives of Classified Advertisements Presented by Nisha Dani
  10. 10. 1. According to Geographical Spreada) National Advertisingb) Local Advertisingc) Global Advertising2. According to Target Groupa) Consumer Advertisingb) Industrial Advertisingc) Trade Advertisingd) Professional Advertising3. Based on Demand Influence Levela) Primary Demand : Demand for the product or service rather than particular demandb) Selective Demand : Demand for particular brand Presented by Nisha
  11. 11. 4. Institutional & Product Advertisinga) Institutional Advertising: It aims at building the firm’s positive image in the eyes of shareholders, employees, suppliers and general public. It notifies the consumers that the company is a responsible business entity. Institutional advertising is often closely related to the public relations functions of the enterprise.b) Product Advertising: It may be Informative, Persuasive, Reminder5. Timing of the Response it demandsa) Direct Action Advertisingb) Indirect Action Advertising: Aims to create favorable attitude toward product by creating exposure, attention, attitude change and behavior Presented by Nisha Dani
  12. 12. 1. Manufacturers & Advertisinga) Increases & Stabilizes the Sales-Turnoverb) Maintains the Existing Market and Explores Newc) Controls Product Prices2. Middlemen & Advertisinga) Guarantees Quick Salesb) Acts as a Salesmen3. Salesmen & Advertisinga) Creates a Colorful Backgroundb) Lightens his Burden of Jobc) Instills Self-Confidence and Initiative Presented by Nisha Dani
  13. 13. 4. Consumer & Advertisinga) Acts as a Driving-Force in Decision Makingb) Ensures Better Quality Products at Reasonable Pricesc) Saves Good Deal of Time5. Society & advertisinga) Uplifts the Living Standardb) Generates Employment Opportunitiesc) Provides New Horizons of Knowledge Presented by Nisha Dani
  14. 14.  Increases Cost of Goods Misleading Product Proliferation Inefficient Manufacturers stay in business by selling Substandard Products Harmful Effect on Culture Leads to Unnecessary Buying Presented by Nisha Dani
  15. 15. Presented by Nisha Dani
  16. 16. 1. Provides sufficient information regarding new products, their uses and satisfactions they ensure.2. Encourages large scale production by creating higher demand & hence helps in reducing cost of production.3. Product qualities are improved.4. Encourages free choice and provides variety.5. Prices are brought down due to competition encouraged by advertising.6. Satisfies social and psychological needs of customers by inducing for new purchases. Presented by Nisha Dani
  17. 17. 1. Deceptive Advertising/ Fraudulent Representations/ Ambiguous Statements.2. Harmful Effect on Culture and Social Traditions.3. Influences People in Wrong direction.4. Adverse Impact on Children.5. Confuses People6. Exploits the Sentiments & Emotions of Consumers.7. Creates unnecessary desire for Uniformity & Conformity.8. Destroys interpersonal relationships & Creates Group Relationships.9. Forceful Selling by Persuasion10. Creates unnecessary wants.11. Sells inferior quality products.12. Media Misuse.13. Promotes Materialism. Presented by Nisha Dani
  18. 18.  Effect of advertising on production costs, distribution costs and consumer prices. Effect on value of the product and brand Effect on competition Effect on consumer demand Effect on consumer choice Effect on business cycle Effect on national income Presented by Nisha Dani