The document discusses advertising and is presented by Dr. Nisha Dani. It defines advertising and outlines its key characteristics. It explains that advertising is informative, a mass communication process, persuasive, competitive, paid for, and has an identified sponsor. The presentation further explores the components of advertising messages, media used, products advertised, and functions. It notes advertising has both artistic and scientific aspects. The document also examines objectives of advertising for communication, sales, and specific goals. It analyzes the impacts of advertising on manufacturers, middlemen, salespeople, consumers, and society. Both benefits and criticisms of advertising are outlined. Lastly, the effects of advertising on production, distribution, consumer prices, competition, and the economy are summarized

1. By: Dr.Nisha Dani
Asst.Prof,
MBA Department
Presented by Nisha Dani

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.  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.  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.  Communication with Consumers
 Persuasion
 Helps in Expanding Markets
 Promoting New Products
 Contribution to Economic Growth
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6. Objectives of Advertising
Communication
Sales Objectives Specific Objectives
Objectives
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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. 1. To Create/ Brand Awareness
2. To Inform about New Products
3. To Increase Knowledge
4. To Induce Preference
5. To Remind about Products
6. To Persuade for Purchase
7. To Communicate for Social Cause
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9. 1. To Increase Demand
2. To Sell a New Product
3. To Build New Brands
4. To Educate the Masses
5. To Build Brand Preference & Brand Loyalty
6. To Build Goodwill
7. To Attract & to Help Middlemen
8. To Support Salesmen
9. To Remind the Customers of the Product & the Company
10. To Reach Customers Left Out by Salesmen
11. To Inform about Changes in Marketing Mix
12. To Neutralize Competitor’s Advertising
13. To Enter in a New Geographical Area
14. To do Entire Selling Job
15. To Overcome Dissonance of Buyers
16. Specific Objectives of Classified Advertisements
Presented by Nisha Dani

10. 1. According to Geographical Spread
a) National Advertising
b) Local Advertising
c) Global Advertising
2. According to Target Group
a) Consumer Advertising
b) Industrial Advertising
c) Trade Advertising
d) Professional Advertising
3. Based on Demand Influence Level
a) Primary Demand : Demand for the product or service rather than particular
demand
b) Selective Demand : Demand for particular brand
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11. 4. Institutional & Product Advertising
a) 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, Reminder
5. Timing of the Response it demands
a) Direct Action Advertising
b) Indirect Action Advertising: Aims to create favorable attitude toward product by
creating exposure, attention, attitude change and behavior
Presented by Nisha Dani

12. 1. Manufacturers & Advertising
a) Increases & Stabilizes the Sales-Turnover
b) Maintains the Existing Market and Explores New
c) Controls Product Prices
2. Middlemen & Advertising
a) Guarantees Quick Sales
b) Acts as a Salesmen
3. Salesmen & Advertising
a) Creates a Colorful Background
b) Lightens his Burden of Job
c) Instills Self-Confidence and Initiative
Presented by Nisha Dani

13. 4. Consumer & Advertising
a) Acts as a Driving-Force in Decision Making
b) Ensures Better Quality Products at Reasonable Prices
c) Saves Good Deal of Time
5. Society & advertising
a) Uplifts the Living Standard
b) Generates Employment Opportunities
c) Provides New Horizons of Knowledge
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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
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15. Presented by Nisha Dani

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. 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 People
6. Exploits the Sentiments & Emotions of Consumers.
7. Creates unnecessary desire for Uniformity & Conformity.
8. Destroys interpersonal relationships & Creates Group Relationships.
9. Forceful Selling by Persuasion
10. Creates unnecessary wants.
11. Sells inferior quality products.
12. Media Misuse.
13. Promotes Materialism.
Presented by Nisha Dani

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