This document defines advertising and outlines its key features, functions, importance, advantages, and disadvantages. Advertising is defined as any paid non-personal presentation of ideas, goods, or services by an identified sponsor. The key features of advertising include gaining understanding of its role in marketing communications and consumer behavior. Its main functions are to create brand images, increase sales and profits, and persuade people. Advertising is important as it can increase sales, create good public image, and boost economic growth for companies. While advertising can boost sales and create brand awareness, it also has disadvantages like being costly, potentially misleading, and able to encourage monopolies.

1. ADVERTISEMENT
PART 1
D. REENA
ASSISTANT PROFESSOR
E.M.G. YADAVA WOMEN’S COLLEGE
MADURAI -14

2. DEFINTION FOR ADVERTISING
 According to Philip Kotler & American Marketing Association
“The advertising is any paid form of non personal presentation of
Ideas
Goods
Services by an identified sponsor that is
called advertisement

3. FEATURES OF ADVERTISING
 To gain an understanding of the role of advertising within the
marketing communications mix
 To examine communication and advertising theories and their
relationship with consumer behavior
 To develop knowledge of advertising strategy and planning
 To examine the importance and uses of creativity in advertising
 To gain an understanding of various production techniques
 To appreciate the complexities of evelution

4. FUNCTIONS OF ADVERTISING
Advertisement creates a brand image
Increase sales and also the profit
Persuades people
Creates Brand image
Provides incentives to take action

5. Functions of advertising
Building awareness of products and brands
Provide brand reminders
Reinforces past purchases and brand
experiences
Communicate a change
Increase the buzz value

6. IMPORTANCE OF ADVERTISING
 To develop knowledge of advertising strategy
and planning
 It increases the sales
 It helps to create good public image
 Marketing can be improved
 Economic growth of company can be increased
 Creating awareness


7. IMPORTANCE OF ADVERYISING
 Advertisement helps to research
 Brand image can be build
 It involves a huge amount of money
 Works is done by relatively few people
 Major expenses is for media time / space
 Companies spend only a small percentage of
sales on advertising

8. ADVANTAGES
Advertising and Manufacturers
 Increased Sales
 Steady Demand
 Quick turnover and smaller inventories
 Lower costs
 Creation of goodwill
 Control product prices
 Greater dealer interest

9. Advertising and salesforce
 It creates a Colorful background
Advertising and Consumers
 A guiding force in making purchase decisions
 Improvement in quality
 Elimination of unnecessary intermediaries
 Education of consumers
 Better quality goods at cheaper prices
 Consumers’ surplus

10. ADVERTISING AND SOCIETY
 Existence of the press
 Change in motivation
 Better standard of living
 Encouragement to Research
 Gainful employment opportunities
 Encouragement of artists

11. DISADVANTAGES
 Costly function ,
 Misleading claims
 Encourage Monopoly
 High prices
 Disconnection of business
 Buying problems
 Promotion of social evil
 Creating unrequited desire
 Misuse of advertising
 Influences purchasing power

12. THANK YOU