Advertising 1
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The document discusses the three stages of the advertising cycle: 1) The introductory stage aims to develop awareness of new products or new features of existing products. 2) The competitive stage seeks to convince consumers to prefer the advertised brand over competitors by emphasizing unique selling points. 3) The retentive stage attempts to develop loyalty by periodically reminding consumers of the brand to maintain market share for established products.
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Advertising
Advertising is a form of communication intended to persuade viewers, readers, or listeners to purchase a product or service. It usually includes the name of the brand and describes how the product or service could benefit customers. A good branding technique involves repetition of an image or name to associate the product with consumers' minds. Advertisers seek to increase consumption through branding using catchy slogans, jingles, or other creative strategies introduced in the 1940s. These strategies can be weak, mid-strength, or strong and are found in television, radio, or magazines. Strong strategies include resonance advertising, which is difficult but effective if accomplished.
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Enter new markets,Promotion of new products
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The document discusses the marketing mix, which consists of the 4 Ps: product, price, place, and promotion. It provides examples of how different companies implement various elements of the marketing mix. Specifically, it discusses:
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Advertisement role in promotional mix
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here you can find about techniques of advertisement
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Objectives of advertising
Enter new markets,Promotion of new products
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Confirm imagery
Change habits
Break the ice
Build ambience
Generate sales lead
Build awareness
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Sustain Preference
Intensify Usage
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Advertising is used to persuade consumers to purchase goods and services. It applies various techniques through different media like newspapers, radio, television, and the internet to convince consumers of a product's benefits and differentiate it from competitors. The goals of advertising are to enhance product benefits, position brands through psychological techniques, and increase sales by making products and services known. Effective advertising defines the target audience, highlights what sets the product apart, and measures campaign response.
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The document discusses various marketing communication channels that can be used in mass communications or personal communications strategies. It covers advertising, sales promotions, events and experiences, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. The key points are that most companies use an integrated approach with both mass and personal communications to effectively promote their products and services. Getting the right mix of communication channels is important for reaching target audiences.
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Advertising is a form of communication used to persuade audiences to take action regarding products, services, or ideas. The goal is typically to increase sales or brand awareness. Advertising messages are paid for by sponsors and presented through various media channels. It aims to influence consumer purchasing behaviors and thoughts. Advertising provides information to consumers and promotes brands in an effort to associate certain qualities with products in consumers' minds. Its primary purpose is to sell products, services, or ideas.
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The document discusses the promotion mix and elements of promotion, including personal selling, mass selling, advertising, publicity, and sales promotion. It defines advertising and describes its role in informing customers, retaining them, and influencing them to purchase products. The stages of advertising are discussed as pioneering, competitive, and retentive. Forms of advertising like product, corporate, social, and societal advertising are also summarized.
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1. The document discusses various promotion and pricing strategies used by firms, including integrated marketing communications, the promotional mix, advertising types and media, sales promotion, personal selling, and public relations.
2. It outlines objectives of promotion, types of advertising and their uses in the product lifecycle, and different advertising media.
3. The document also describes sales promotion techniques, the sales process, public relations, and pushing versus pulling promotional strategies, as well as pricing objectives, strategies like penetration pricing, and consumer perceptions of price.
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Advertising, its role and importance in the marketing of consumer product
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
Product life cycle
The product life cycle progresses through four stages: introduction, growth, maturity, and decline. In the introduction stage, firms focus on building awareness, branding, and distribution. In the growth stage, firms build preference and market share while maintaining quality. In the maturity stage, competition increases as firms defend market share through differentiation and pricing. In the decline stage, firms may rejuvenate, harvest, or discontinue the product.
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The document provides information on advertising, including definitions, the meaning and objectives of advertising management, the scope and functions of advertising, advertising departments and agencies, and different types of advertising copy. In 3 sentences:
Advertising is defined as presenting a paid, non-personal message about a product or organization to attract an audience. Advertising management aims to manage a company's advertising activities to attract target audiences through various media. The document also outlines the objectives of advertising management, scopes and functions of advertising, roles of advertising departments and agencies, and different types of advertising copy used in advertisements.
Presentasi product life cycle
The document discusses the product life cycle model, which describes the stages through which products typically pass from introduction to decline. It outlines the four main stages: introduction, growth, maturity, and decline. Each stage presents different challenges and opportunities for product marketing, pricing, distribution, and finances. The introduction stage focuses on promotion to raise awareness. Growth involves expanding market share. Maturity sees increasing competition and price wars. Decline requires cost control and withdrawing weak variations. The concept helps understand competition dynamics over a product's lifetime.
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This document discusses advertising strategy and planning. It defines advertising and examines its importance and objectives. Advertising aims to gain attention, hold attention, create an impression of a problem, suggest a product solves that problem, and provide an emotional appeal to motivate action. The document outlines advertising theories like AIDA (Attention, Interest, Desire, Action) and the 5 M's (Message, Media, Money, Motivation, Measurement). It also discusses objectives, types, roles, functions, and elements of an advertising plan including targeting audiences, message strategies, and media strategies. Major advertising media are also listed.
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The document discusses the product life cycle, which comprises four stages: introduction, growth, maturity, and decline. It provides details about each stage, including characteristics of the product, sales trends, costs, competition levels, and implications for the marketing mix of product, price, placement, and promotion. The life cycle concept is useful for managers to forecast sales and plan marketing strategies as a product progresses through different stages over time.
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The document discusses the DAGMAR advertising model proposed by Russel H. Colley in 1961. According to the model, each purchase prospect goes through four stages: unawareness to awareness, comprehension, conviction, and action. These four stages are known as the ACCA advertising formula. The model aims to define advertising goals and measure advertising effectiveness by mapping the states of mind a consumer passes through. It is considered more comprehensive than earlier models like AIDA. The document also discusses advantages like defining objectives and measuring results, and disadvantages such as being difficult to implement and potentially inhibiting creativity.
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The document discusses the product life cycle, which outlines the typical stages a product goes through from introduction to decline. It identifies five key stages: research, introduction, growth, maturity, and decline. Each stage presents different challenges and opportunities for marketing, financing, manufacturing and more. Examples are provided to illustrate common products at each phase of the life cycle.
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This document discusses the promotional mix, which consists of advertising, personal selling, sales promotion, and publicity. It defines each element and discusses their advantages and disadvantages. The document also covers developing an advertising program, which involves setting objectives, budget, strategy, and messages. A large portion discusses advertising in particular, including definitions, meaning, and the 4 decisions involved in developing an advertising program: objectives, budget, strategy, and messages.
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The marketing mix, also known as the 4Ps, refers to the tactical elements - product, price, place, and promotion - that a company uses to market a product to its target audience. Product involves the goods or services offered, price is the amount charged, place means distribution and availability, and promotion covers advertising, personal selling, public relations, and sales promotions used to communicate with customers. Market research, including product testing and concept testing, is conducted before manufacturing to inform decisions about the product, price, and promotion. Color choices for products like toothpaste are also tested to appeal to customers' moods and desires. Innovation in products helps brands like Close Up gain an edge, while maintaining a youth-focused positioning and new
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This document discusses advertising, including its objectives, types, and benefits. It defines advertising as a paid form of non-personal communication used to promote an organization, product, service, or idea. The objectives of advertising include introducing new products, building brand preference, and reminding customers to purchase a product. Advertising can be classified as product advertising, which promotes specific goods/services, or institutional advertising, which aims to build goodwill. Some benefits are lower prices due to increased production, stimulating demand, and reducing distribution expenses.
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This document provides information about advertising and sales promotion, including definitions and concepts. It discusses:
- The meaning and definition of advertising according to various sources.
- The characteristics of advertising such as it being a paid form of communication and a tool for promotion.
- The objectives of advertising which are to inform, persuade and remind.
- The importance of advertising to both customers and businesses.
- The different types, advantages, disadvantages and processes involved in advertising.
Advertising concepts , Importance and its Types
This document provides information about advertising concepts including definitions, characteristics, objectives, importance, promotion mix, types, processes, classification, advantages, and disadvantages. Some key points:
- Advertising is a paid, non-personal communication from an identified sponsor to inform or persuade target audiences. It is one part of a company's promotion mix.
- The main objectives are to inform, persuade, and remind audiences. Advertising benefits customers by increasing awareness and quality, and benefits businesses by building brand awareness, image, and sales.
- The promotion mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Common types of advertising include print, broadcast, outdoor, digital, and product integration
CONTEMPORARY ISSUES IN MARKETING Shivaji University Syllabus
This document discusses the role and importance of advertising from different perspectives including manufacturers, middlemen, sales force, consumers, and society. It outlines the key benefits of advertising for each group. Manufacturers can increase and stabilize sales, maintain existing markets, and control product prices through advertising. Middlemen like retailers benefit from guaranteed quick sales and lower costs compared to salespeople. The sales force is aided by the background and self-confidence created by advertising campaigns. Consumers are guided in decision making and ensured better quality products at reasonable prices. Society gains from improved living standards, more job opportunities, and a sharing of knowledge. The document also discusses objectives, types and importance of advertising.
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Advertising 1
- 1. FUNDAMENTALS OF ADVERTISING By: Ruby F. Alminar-Mutya, DBA Stages in the Advertising Cycle Introductory stage – in advertising is used in launching publicly a product or service which is entirely new or unknown to the market. Its first objective is to develop consumer awareness for an entirely new product; second, is to advertise an established product with a new feature. The latter goal is directed towards informing the public about product innovations, under such case the product had been in the market for a period of time but intending to introduce a new quality, size, color or feature. Competitive stage seeks to urge the consumers to prefer the advertiser’s product or service over other competing brands. In this stage, the advertiser emphasizes a selling point to the product or service presented. This highlights features which make the brand better than other brands. Retentive stage – attempts to develop or establish consumer loyalty by keeping the buying public reminded of the name or brand of the item. This is suitable for products who have gained sufficient market share, but aims to hold on their consumer loyal group by periodically repeating, but not intensively, the advertisement. Sources: Fundamentals of Advertising by Ruby F. Alminar- Mutya, DBA Pages 8 – 12