2. Introduction
Advertising is one of the powerful tool in
promotional mix. The large quantities of goods
being produced were made known to customers
through advertising.

3. Meaning and Definition
 Originated from the Latin word “adverto” which
means “turns round”. It denotes the means employed
to draw attention to any object to any object.
 The American Marketing Association(AMA) has
defined marketing “ As any paid form of non personal
communication and promotional of ideas, goods and
service by an identified sponsor”.

4. Nature an scope
 A verbal and/or visual non personal message
 An identified sponsor
 Delivery through one or more media
 Payment by the sponsor to the medium carrying the
message

5. Objectives
 Make immediate sales
 Build primary demand
 Introduce about a product
availability
 Introduce a price deal
 Build brand recognition or
brand insistence
 to help the salesman by
creating awareness of
product among retailers
 Create reputation
 Increase market share
 Modify existing product
appeals
 Inform about new product
 Increase the frequency of
use of a product.
 Increase the no / quantity
of retail outlets.
 Build overall company
image
 Effect immediate buying
action
 Reach new areas/segments
 Develop overseas market.

6. Product advertising
Primary Demand
Competitive or
selective
Shortage
Cooperative
Comparative
Institutional
Advertising
Commercial
Non commercial
Direct Action

7. Product Advertising
• New product
• Introduction stage
Primary Demand

8. Product Advertising
• Create demand for
a specific brand
• Growth stage
Competitive
or selective

9. Product Advertising
• Shortage in supply of the
product.Shortage
• Manufacturer, wholeslers
and retailers joint togetherCooperative

10. Product Advertising
• Delivers the information
not previously available
to consumers
Comparative

11.  The objective is to protect the image of the
company. It is not only directed to consumers
but also to its shareholders, creditors etc.
• Meant to increase the sales
• Industries, trade, farm,
Professional
Commercial
• Charitable Trust
Non
commercial
• Taking immediate action to
large extent.
Direct
Action

12. Factors in advertisement
The source
• Credibility
• Likeability/
attractiveness
• The source
approach
The Message
• Message
Structure
• Message
sidedness
• Order of
presentation
• Climax order
Message
Appeal
• Rational
Appeal
• Emotional
Appeal
• Humour
Appeal
• Fear Appeal

13. Advertising Budget
 Market Share Approach
 Arbitrary Allocation
 Percentage of sales Method
 Task and Objective Method
 Competitive Comparison Method
 Funds Available method