Marketing Management : Advertising (Promotion mix) Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services . Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising. According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.” In simple words , “ Advertising is a means of informing and communicating essential information.” To Inform (Awareness creation) To Remind (positioning) To influence (create desire) To add value (differentiation) To introduce a product or band To acquire customers To increase sales and profit An advertising budget is the amount a company set aside for its promotional activities. Advertising budget is used by a company for marketing the products and services to the customers. Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns. Advertisement Copy is the soul of an advertisement. An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers. ELEMENTS This comprises of headlines, subheads, message or main body, claims, illustrations, closing idea, logo, caption, pictures, trademarks, slogans, brand name, website, price, location etc.

1. Presented by,
NAVYA

2. INTRODUCTION
• Advertising is a form of communication or a
promotional tool used to influence individuals to
purchase products or services .
• Frequently it communicates a message that
includes the name of the product or service and
how that product or service could potentially
benefit the consumer.
• Any piece of information that diverts the
attention of the target customers towards a brand
or product or service or idea ,can be called
advertising.

3. DEFINITION
According to Philip Kotler, “ Advertising is
any paid form of nonpersonal presentation &
promotion of ideas, goods, or services by an
identified sponsor.”
In simple words , “ Advertising is a means of
informing and communicating essential
information.”

5. OBJECTIVES
1. To Inform (Awareness creation)
2. To Remind (positioning)
3. To influence (create desire)
4. To add value (differentiation)
5. To introduce a product or band
6. To acquire customers
7. To increase sales and profit

6. ADVERTISING BUDGET
• An advertising budget is the amount a company
set aside for its promotional activities.
• Advertising budget is used by a company for
marketing the products and services to the
customers.
• Advertising budget includes money for doing
advertising research, printing material, allocating
money to advertising media and ensuring proper
implementation of ad campaigns.

7. PROCESS

8. ADVERTISING COPY
• Advertisement Copy is the soul of an advertisement.
• An advertisement copy is all the written or spoken
matter in an advertisement expressed in words or
sentences and figures designed to convey the desired
message to the target consumers.
ELEMENTS
• This comprises of headlines, subheads, message or
main body, claims, illustrations, closing idea, logo,
caption, pictures, trademarks, slogans, brand name,
website, price, location etc.

9. EXAMPLE FOR AD COPY

10. AIDA MODEL

18. DESIGNING MESSAGE

19. STAGES IN DESIGNING
MESSAGE