The document defines advertising as a paid form of non-personal mass communication with an identified sponsor. Its main objectives are to inform, persuade and remind target audiences. Advertising can be classified based on geography, target group, product demand, brand demand and media used. Common media include television, radio, newspapers, magazines, cinema, outdoor advertising and the internet. Advertising aims to move consumers through stages from awareness to interest, desire and finally action based on the AIDA model. The advertising campaign is part of an overall marketing communication strategy developed by advertisers with the help of advertising agencies.

1. ADVERTISING
ANAM AHMED , FIROZA & KRITI GUPTA
GROUP - 1

2. Definition
The Institute of Practitioners in Advertising (IPA), the body
which represents advertising agencies, defines advertising
as:
"The means of providing the most persuasive possible
selling message to the right prospects at the lowest
possible cost".
Paid form Mass media
Non-personal Identified Sponsor

3. Characteristics
 Non personal form of Communication aimed at a
target audience .
 Used by Commercial , Not for Profit Organizations and
the Government .
 Advertising is paid for .
 Most advertisements are ultimately concerned with
selling .
 It is the major element of Promotion Mix .

4. Objectives

5. • To provide • To persuade • To remind the
Remind
Persuade
Inform
information. customers to buy customers about
• Used especially a particular a product that
with a new or brand. they may
complex project. • Stress the overlook.
• Print media is distinctive • Advertising a
superior than TV features of a mature product.
in this type of brand.
• Examples :
advertising. • Minimal
• Corn flakes
• Examples : information.
• Kit Kat
• Financial • Examples :
Products • Perfumes
• Insurance • Cars
• New electrical • Coca - Cola
goods

7. TELEVISION ADVERTISING

8. RADIO

9. NEWSPAPER

10. MAGAZINES

11. CINEMA

12. OUTDOOR(BILL BOARDS)

13. ADVERTISING ON TRANSPORT

14. INTERNET ADVERTISING

15. Classification of Advertising
 On basis of Demand :
 On Geographical basis :
 Product demand
 Global
 National  Brand demand
 Regional o Advertising of service :
 Local  Hotel services
o On Target Group basis :  Education services
 Consumer  Transportation services
 Professional  Hospitality services
 Industrial
 Financial service
 Corporate
o Idea advertising
 Trade

16. Direct Response Advertising
 The use of media to elicit an order , an enquiry and a
request .
 Direct response television advertising invites consumers to
phone in to place an order ( e.g. – some music CDs are
promoted in this way )
 Home Shop 18 , Star CJ alive are such channels that use
DRAs .
 The print media is also used – coupons cut out of the page
and inserts are mean to invite people to respond .
 Call 1-800-………….
 See our web site at
WWW.STUFF.COM

17. Mission
Money Measure
SCOPE OF
ADVERTISING
Message Media

18. AIDA
Advertisers should seek :
 A – Increase Awareness
 I – Create Interest
 D – Develop a desire
 A – Actions that Encourage customers to buy
Advertising seeks to move potential buyers through these
stages .

19. Advertising & the PLC
Product
Life Cycle Advertising AIDA Objectives
Introduction Attention Increase in
Informative
sales
Interest
Growth Increase in
Persuasive Desire
Maturity market
Action share
Saturation
Reminder All 4 Corporate
Decline Image

21. Advertising Agency
A marketing specialist firm that assists the advertiser in
planning and preparing its advertisements.
They have specialists who know all about the effect of different
advertising methods and can help a company with their
strategy

22. The Advertising Campaign
 When developing a marketing communication
strategy, you do not restrict your plan to just advertising
 Many things are also done such as direct
mailing, PR, special events, radio, media

23. Celebrity Marketing
 Having celebrities lend their name and influence to the
promotion of a product.

24. Main Parties involved in Advertising
Regulatory Organizations Facilitating Organizations
Advertising
Government Agency
ADVERTISER Media
Competitions
Research
supplies
Markets and Consumer Behavior

25. DAGMAR COMMUNICATION SPECTRUM
MARKETING FORCES
Advertising
Packaging FORCES OPPOSING
Awareness SALES
Personal Selling Conviction
Publicity Competition
Desire Memory Lapse
Product Design Comprehension
Availability Sales resistance
Action Market attraction
Display
Price