The document discusses various topics related to advertising including:
1. Definitions of advertising, publicity, and what constitutes an advertisement.
2. The objectives, features, need for measuring effectiveness, and functions of advertising.
3. Different types of advertising classified by financial matters, demand influence, objectives, audience, geographical coverage, and response sought.
4. The benefits and objectives of advertising for businesses.
5. When and why advertising should be used versus other promotional methods.
6. Common advertising media including print, outdoor, broadcast, and digital.
What's the Difference Between Publicity and Public Relations?Tristan Loo
The terms publicity and public relations (PR) are often used interchangeably, but they are in fact two very distinct and separate disciplines. If you want to leverage the power of the media in your marketing mix then I suggest you start with knowing what the differences between publicity and PR really are. We’ll cover that in this article.
An analysis of Digital Marketing Impact For EntranceZone.com - Summer Interns...DANISH AZFAR
Analysis of Digital Marketing Impact for EntranceZone.com. A gurugram based examination and education information providing company. This SIP is useful for those who want to make a project on digital marketing field. This project report help to find out how much the company's digital strategy is helpful to catch online traffic and what changes the company has to make in it.
Unit 3:
Media planning: Developing Media plan, Problems encountered, Media Evaluation-
Print, Broadcast media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy.
Summer Training Project Report on social media marketing in NGO.docxAmanKumarsingh817907
This project is about social media marketing in NGO during summer training. This Project contain 100 pages and proper formate and data with six chapters of study.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
Digital marketing is new era for indian economy growth Sagnik Dasgupta
Digital marketing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering.
Internship Project - Digital Marketing and BrandingRitesh Kotian
As a part of my Summer internship curriculum I analyzed and designed various digital marketing and branding techniques for Earlypad Consulting Services Pvt. Ltd to increase brand awareness thereby create brand differentiation for upcoming leaders with startups
A Project Report on the impact of surrogate advertisement in surrogate produc...Shameer M
EXECUTIVE SUMMARY
As in today’s advertisement scenario, surrogate advertisements holds great potential and growth when compare to other advertisements.
This growth and potentiality directed to enter into this sector. The success story of a good advertisement depends on how it creates image before customer’s mind. This study tries to reveal the knowledge and perception of customer’s by exploring their experiences and valuable suggestions.
Also trying to find out whether the surrogate advertisements make some impact throughout the market. Only some advertisements make the customers to try the product.
So descriptive type of research is adopted for studying the overall market. Non probability sampling technique, convenient sampling is carried out for collecting the primary data. Though the percentage method data’s is being interpreted .
Primary as well as secondary data’s were collected through questionnaire method, and it helps to experience the advertisement perception of customer directly.
Customers mainly remind the surrogate advertisements because on the medium, it is represented through different media’s. The entire study points out the area of improvements, while doing the surrogate advertisements.
As every advertisement were intended to create some good impacts on customer’s mind; ethically it has to satisfy all the desires and needs of customer. It came to know that people remember the brand names and ask for the surrogate products. Because of the knowledge and awareness level of surrogate advertisements are high, it is sure that liquor companies can take the mileage through surrogate products.
What's the Difference Between Publicity and Public Relations?Tristan Loo
The terms publicity and public relations (PR) are often used interchangeably, but they are in fact two very distinct and separate disciplines. If you want to leverage the power of the media in your marketing mix then I suggest you start with knowing what the differences between publicity and PR really are. We’ll cover that in this article.
An analysis of Digital Marketing Impact For EntranceZone.com - Summer Interns...DANISH AZFAR
Analysis of Digital Marketing Impact for EntranceZone.com. A gurugram based examination and education information providing company. This SIP is useful for those who want to make a project on digital marketing field. This project report help to find out how much the company's digital strategy is helpful to catch online traffic and what changes the company has to make in it.
Unit 3:
Media planning: Developing Media plan, Problems encountered, Media Evaluation-
Print, Broadcast media, Support media in advertising.
Media strategy: Creativity, Elements of creative strategies and its implementation, Importance of Headline and body copy.
Summer Training Project Report on social media marketing in NGO.docxAmanKumarsingh817907
This project is about social media marketing in NGO during summer training. This Project contain 100 pages and proper formate and data with six chapters of study.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
Digital marketing is new era for indian economy growth Sagnik Dasgupta
Digital marketing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering.
Internship Project - Digital Marketing and BrandingRitesh Kotian
As a part of my Summer internship curriculum I analyzed and designed various digital marketing and branding techniques for Earlypad Consulting Services Pvt. Ltd to increase brand awareness thereby create brand differentiation for upcoming leaders with startups
A Project Report on the impact of surrogate advertisement in surrogate produc...Shameer M
EXECUTIVE SUMMARY
As in today’s advertisement scenario, surrogate advertisements holds great potential and growth when compare to other advertisements.
This growth and potentiality directed to enter into this sector. The success story of a good advertisement depends on how it creates image before customer’s mind. This study tries to reveal the knowledge and perception of customer’s by exploring their experiences and valuable suggestions.
Also trying to find out whether the surrogate advertisements make some impact throughout the market. Only some advertisements make the customers to try the product.
So descriptive type of research is adopted for studying the overall market. Non probability sampling technique, convenient sampling is carried out for collecting the primary data. Though the percentage method data’s is being interpreted .
Primary as well as secondary data’s were collected through questionnaire method, and it helps to experience the advertisement perception of customer directly.
Customers mainly remind the surrogate advertisements because on the medium, it is represented through different media’s. The entire study points out the area of improvements, while doing the surrogate advertisements.
As every advertisement were intended to create some good impacts on customer’s mind; ethically it has to satisfy all the desires and needs of customer. It came to know that people remember the brand names and ask for the surrogate products. Because of the knowledge and awareness level of surrogate advertisements are high, it is sure that liquor companies can take the mileage through surrogate products.
This is an abridged version of an assignment completed through study for an MBA.
This report provides an evaluation of the expanded marketing mix for the WWE Network. The evaluation leads to recommendations to enhance the current marketing strategies, including introducing additional line items, new promotional channels, and the need for strategic partnerships.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Project work on Marketing Mix includes what Marketing mix is all about, how it evolved, the 4 P's of Marketing Mix and various other characteristics. It also includes Company Analysis which shows comparison of two companies of Chocolate Industry: Cadbury and Nestle
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
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How to use the Video Matrix
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10 Videos Any Business Can Make Right Now! - Shelly Nathan
A project report on advertising effectiveness
1. SATNAM SINGH
Page 1
Advertising Effectiveness
The objectives of all business are to makes profits and a merchandising concern can do that
by increasing its sales at remunerative prices. This is possible, if the product is widely
polished to be audience the final consumers, channel members and industrial users and
through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea
known to people. It is a general term indicating efforts at mass appeal. As personal
stimulation of demand for a product service or business unit by planting commercially
significant news about it in a published medium or obtaining favourable presentation of it
upon video television or stage that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to popularize a specific
product or service at a certain cost. It is a method of publicity. It always intentional openly
sponsored by the sponsor and involves certain cost and hence is paid for. It is a common
form of non- personal communication about an organisation and or its products idea service
etc. that is transmitted to a target audiences through a mass medium. In common parlance the
term publicity and advertising are used synonymously.
What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning
towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".
Simply stated advertising is the art "says green." Advertising is a general term for and
all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or
service, to create a demand to stimulate buying and in general to bring together the man with
something to sell and the man who has means or desires to buy".
2. SATNAM SINGH
Page 2
Advertising has been defined by different experts. Some of the quoted definition is:
American marketing association has defined advertising as "any paid form of non
personal presentation and promotion of ideas, goods or services by an identified sponsor.
The medium used are print broad cast and direct.
Stanton deserves that "Advertising consists of all the activities involved in presenting
to a group a non- personal, oral or visual openly, sponsored message regarding a
product, service, or idea. This message called an advertisement is disseminated
through one or more media and is paid for by the identified sponsor.
Advertising is any paid form of non – personal paid of presentation of ideas goods or
services by an identified sponsor.
Advertising is a "non- personal paid message of commercial significance about a
product, service or company made to a market by an identified sponsor.
In developing an advertising programme, one must always start by identifying the
market needs and buyer motives and must make five major decisions commonly referred as
5M (mission, money message, media and measurement) of advertising.
Basic Features of Advertising
On the basis of various definitions it has certain basic features such as :
1. It is a mass non-personal communication.
2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.
3. SATNAM SINGH
Page 3
5. The communication media is diverse such as print (newspapers and magazines)
6. It is also called printed salesmanship because information is spread by means of the
written and printed work and pictures so that people may be induced to act upon it.
The Need to Measure Advertising Effectiveness
1. To justify money spent (budgets).
2. To determine if the advertising campaign should be stopped or continued
3. To determine possible areas of modifications in the campaign messages
4. To get some evidence of the relevance of advertising & the practitioners
Measuring Advertising Effectiveness
What to test
Creative decisions
Media decisions
Budgeting decisions
Where to test
• Laboratory tests
(consumer jury test,
portfolio test etc.)
• Field tests
When to test
• Pretesting
• Post testing
How to test
• Testing guidelines
• Appropriate tests [e.g., Concept
generation testing (pre) or Market
testing (post)]
4. SATNAM SINGH
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Functions of Advertising
For many firms advertising is the dominant element of the promotional mix –
particulars for those manufacturers who produce convenience goods such as detergent, non –
prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used
extensively by maters of automobiles, home appliances, etc, to introduce new product and
new product features its uses its attributes, pt availability etc.
Advertising can also help to convince potential buyers that a firms product or service
is superior to competitors product in make in quality, in price etc. it can create brand image
and reduce the likelihood of brand switching even when competitors lower their prices or
offer some attractive incentives.
Advertising is particularly effective in certain other spheres too such as :
i) When consumer awareness of products or service is at a minimum.
ii) When sales are increasing for all terms in an industry.
iii) When a product is new and incorporates technological advance not strong and.
iv) When primary buying motive exists.
It performance the following functions:
i) Promotion of sales
ii) Introduction of new product awareness.
iii) Mass production facilitation
5. SATNAM SINGH
Page 5
iv) Carry out research
v) Education of people.
Types of advertising
(1)Advertising based on financial matters
It is two types
(a)Commercial advertising:-it seeks profits it is the prices at publicizing a product or
services or trying to sales a product by drawing people atteineson regaled the
particularproduc
(b)Non-Commercial advertising: -it is used around the world by govt. and non-profit
organization to seek deletions volunteers support to change consumer behavior [e.g. polio]
6. SATNAM SINGH
Page 6
(2)Advertising based on demand influence level
(a)Primary demand advertising: -it refer to generic products like TV beverage salt
milk magazine etc. this is type of Advertising intend to promotes the danend of a product
and not simple on particular brand of the product
(b) Selective demand Advertising:-it is done whit the objective of stimulating the
demand of specific brand in which the advertiser deals for e.g. surf, caleget ,SamsungPepsi,
hero ect.
This is type of advertising is employed when a predator is becund the into decry link cycle
stage and is competing formerket share whit several other brands
(3) Advertising based on objective
(a) Institutional advertising: -it is intended to focus and enhesa the images of the
institution. It does not attempt to sale a particular product it benefits the organization
as a hale big companies like reliance. L.N.T, TATA, BAJAJ etc. do this type of
advertising it is also known as pressing or corporate advertising
7. SATNAM SINGH
Page 7
(B) Public services advertising (PAS) it is done as part social responsibility by the
advertiser P.A.S communicates a message on behalf of some good cause, such as stop ping
drunk driving or preventing child abuse P.A.S is usually doing for by adverting professional
and the media after done etc. The space and time
(c)Product advertising: -a lone no. of advertising for under this category .the purpose of
this advertising in to stimulate the demand of the product being adverted includes discretion
of the product size, quilt, benefit user etc.
Advertising based on audience
(A)Consumer advertising:-most of consumer goods producers engage in consumer
product advertising . Such advertising is done for the ultimate user of product by
appealing directing to the buyers or consumer foe e.g. toothpaste cold drink soap
mobile etc.
(b) Industrial advertising or B2B (business 2 business)the manufacturer of
industrial good such or row material machinery eqceotment , supplies etc. do
industrial advertising .such advertising is done through bride general , magazines
,direct mail etc.
(c) Performers advertisingthere are certain product for which consumer them Seles
do not tack the buying diction perforation lick doctors engineers architects advocates,
8. SATNAM SINGH
Page 8
dentists, teachers etc. enert considerable influence and consumer purine purchase
decision. These professionals recanted or prescribe the pradvets of these
manufactures to altimeter buyers
(d) Trade advertisingthis category includes all such advertisements that are dived to
retailer’s wholesales and suppliers of consumer goods for e.g. Trade general and
magazines etc.
Advertising based on geographical coverage
(1)National Advertisingthis Advertising is spread throughout the country e.g. Brooke
bond reliance
(2)Local Advertisingthis companies with limited resources production target market do
local penetrate the local market
(3)Global Advertising firms such as IBM Sony general electric , product &gamble etc.
advertise globally through interaction media
9. SATNAM SINGH
Page 9
Response based advertising
Direct action advertising:- the objective of direct advertising is to abstain the
immediate response own short period of time such advertising eueswoeets link hurry
discount offer is valid for limited prided rudest consumer to bay now etc.
(1) Indirect action advertising:- Indirect action advertising is designed is stimulate
demand o long period of time by building brand recognition & acceptance . it class net
attempt to buying about an inmmdiale behavior response
(2) Negative advertising :-this type of advertisingdissuades target audience
formpurchasing such product /services which would net only then but also this society
(3)Subrogates advertising :-it is done when on promotes on product on services the
hope of selling another
Other advertising
10. SATNAM SINGH
Page 10
(a)Interacts advertising:- it is delineated to indirdule consumes who hall access
to compaction & the internet advertisement or delivered via web pages
advertisement
(b)Financial advertisingit refers advertising issued by financial institution like bank
mutual funds & other companies offering sale of shares /debententd to public
purposes of this is to provide imermaston about investment opportunities
(c)Comparatives advertising:-it company a specified products attributes with
empetotors band the overtimes puts the competitor’s name highlight the goods
/services by company them whit the goods /services of another advertiser
Classified advertising:-it is a form of advertising which is particularly common in
newspapers online and other periodicals public captains or other printing news information
of ten lane sections of classified advertisements classified advertising is called such becomes
11. SATNAM SINGH
Page 11
it is generally whit in the publication under headlining classifying the product or services
being affirmed
4 e.g. real state, legal natiaes lost and found
Objective of Classified advertising
To attract buyer for second hand vehicle like car truck motorcycle etc.
To attract buyers for property like plot household goods commercial property
To Suk experienced and talented candidates to fill up
Other goods or people labs and found legalnatices funeral notices tender nattiest etc.
Matrimonial adds.
Display advertising:-display ads are those adds. Which can appear an any page
throughout a publication unlike the classified ads? Which have their own section display ads.
Are housthat are designed to standout form their surroundings to catch the eye of the
consumer display adds. In newspaper magazines and online typically conation bath and
graphics
12. SATNAM SINGH
Page 12
Type of display advertising
(1) Print media display advertising: -display ads. In newspapers magazines
(2) Onion display advertising: -display ads. On internet whit out asking users to
pay for the use of in side
(3) Outdoor display advertising: -it includes transits poster billboards
ADVERTISING OBJECTIVES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company objectives.
Most companies regard advertising main objective as hat of proving support to personal
selling and other forms of promotion. But advertising is a highly versatile communications
tools and may therefore by used for achieving various short and long term objectives.
Among these objectives are the following:
1. To do the entire selling job (as in mail order marketing).
2. To introduce a new product (by building brand awareness among potential buyers).
13. SATNAM SINGH
Page 13
3. To force middlemen to handle the product (pull strategy).
4. To build brand preference 9by making it more difficult for middleman to sell
substitutes).
5. To remind users to buy the product (retentive strategy).
6. To publicize some change in marketing strategy (e.g., a price change, a new model or
an improvement in the product).
7. To provide rationalization (i.e. Socially acceptable excuses).
8. To combat or neutralize competitors advertising.
9. To improve the moral of dealers and/or sales people (by showing that the company is
doing its share of promotion).
10. To acquaint buyers and prospects with the new uses of the product (to extend the
PLC).
BENEFITS
The functions of advertisement, and that purpose its ethics, may be discussion below :
1. It leads to cheaper prices. "No advertiser could live in the highly competitive arena of
modern business if his methods of selling were more costly than those of his rivals."
2. It acquaints the public with the features of the goods and advantages which buyers will
enjoy.
14. SATNAM SINGH
Page 14
3. It increases demand for commodities and this results in increased production.
Advertising :
a) Creates and stimulates demand opens and expands the markets;
b) Creates goodwill which loads to an increase in sales volume;
c) Reduces marketing costs, particularly product selling costs.
d) Satisfied consumer demands by placing in the market what he needs.
4. It reduces distribution expenses in as much as it plays the part of thousands of salesman
at a home. Information on a mass scale relieves the necessity of expenditure on sales
promotion staff, and quicker and wider distribution leads to diminishing of the
distribution costs.
5. It ensures the consumers better quality of goods. A good name is the breath of the life
to an advertiser.
6. By paying the way for large scale production and increased industrialization,
advertising contributes its quota to the profit of the companies the prosperity of the
shareholder the uplifts of the wage earners and the solution of he unemployment
problem.
7. It raises the standard of living of the general public by impelling it to use to articles of
modern types which may add to his material well being. "Modern advertising has
made the luxuries of yesterday the necessities of today ..................... It is a positive
creative force in business. It makes two blades of grass grow in the business world
where one grew before.
15. SATNAM SINGH
Page 15
8. It establishes the goodwill of the concern for the test articles produced by it and in
course of time they sell like not cakes consumer search for satisfaction of their needs
when they purchase goods what they want from its beauty, superiority, economy,
comfort, approval, popularity, power, safety, convenience, sexual gratification and so
on. The manufactures therefore tries to improve this goodwill and reputation by
knowing the buyer behaviour.
To sum up it may be said that advertising aims at committing the producers, educating
the consumer, supplementing the salesman converting the producer and the dealer to
eliminate the competitor, but above all it is a link between the produce and the
consumer.
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WHY & WHEN TO ADVERTISE
Advertising as a tool to marketing not only reaches those who buy , but also those
whose opinions or authority is counted for example a manufacturer of marble tiles and
building boards advertises not only to people who intend to build houses but also to architect
and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as
well as to the general public. At time it is necessary for a manufacturer or a concern to
advertise things which it does not sell but which when sold stimulates the sales of its own
product. There are concerns like electric heaters, iron etc. because the use of these increases
the demand for their products.
Advertising should be used only when it promises to bring good result more
economically and efficiently as compared to other means of selling. There are goods for
which much time and efforts are required in creating a demand by sending salesman to
prospective buyers than by simply advertising them. In the early days of the cash register in
America it was sold by specially trained salesman who called on the prospective users and
had the difficult task of convincing them that they could no longer carry on with the old
methods, and that they urgently needed a cash register. In our country certain publishers
have found it less costly to sell their books by sending salesman from house to house among
prospective buyers than to advertise them. In these two examples the cost of creating
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demand would be too high if attempted by advertising alone under such circumstances
advertising is used to make the salesman acceptable to the people they call upon to increase
the confidence of the public in the house. Naturals when there are good profits competitors
will be attracted and they should be kicked out as and when sufficient capital is available by
advertising on a large scale. Immediate result may not justify the increased expenditure but it
will no doubt secure future sales.
Advertising Media
Print Media
Place Media
Broadcast Media
Narrowcast Media
Print Media
Newspapers
Magazines
Place/Outdoor Media
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Billboards
Transit
Broadcast Media
National Television
Local Television
Cable Television
Syndicated Television
Radio
Narrowcast Media
Direct marketing
Telemarketing
Direct mail
Yellow pages
Interactive media (The Internet)
Miscellaneous Advertising
Movie trailers
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Controlled by motion picture companies and distributors, not theaters
Blimps and planes
Sporting events
Grocery carts
Ticket backs
Videocassettes
Rapidly growing list of other ad media
Problems With Measuring Advertising Effectiveness
Irrational consumer behaviour
Lack of widely acceptable scientific approach
The difficulties of determining consumer influences (multiple factors)
The validity and reliability of data gathered
Suitability of research methods & instruments used
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Poor research skills & Sampling issues
Inadequate resources/funding
Setting non-SMART objectives
Tips For a More Effective Advertising
Using colour more than doubles the growth in awareness of local press ads - full
colour is nearly 3 times more effective than mono only
Increasing the frequency of advertising helps to significantly increase levels of
awareness
Longer campaigns equals higher awareness levels
Advertisers should show products where appropriate and also prominently and clearly
display brand logos
Increasing colour and advertising more often across the week can more than double
awareness uplift
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Increasing colour and the number of insertions can increase awareness uplift by
almost 3x
Making use of Co-op (IMC) advertising can help to boost your advertising.
Setting SMART objectives
SUGGESTIONS
We reached some suggestions:
Advertisement should not be too expensive, because the advertisement leads and
increase the prize of the product.
Media should be selected according to the choice of customers.
In rural areas media should be according to the choice of the people.
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To give more attention in making the advertisement to make it effective for the sale
of cold drink.
Price should be decreased so as to attract the consumers to use product more
To give attention on the weak media of advertisement so that the consumers comes to
know about the product.
It should be attractive one so that people are attracted toward the advertisement.
CONCLUSION
In last you conclude that majority of the respondents said that TV is the most effective media
for advertisement of cold drinks and the celebrities and the slogans in the advertisement
effect the consumers.