Advertising is defined as a paid form of non-personal promotion of ideas, goods, and services. The objectives of advertising include informing customers about products, persuading customers to purchase products, reminding customers about existing products, and reinforcing customers' decisions. There are four main types of advertising: display advertising, video advertising, mobile advertising, and native advertising. Advertising plays an important role in promoting sales, establishing brand image, educating customers, and more. The key steps in the advertising decision making process include setting objectives, determining budgets, developing messages, selecting media, and evaluating effectiveness.
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INTRODUCTION TO ADVERTISING
● The word advertising comes from the latin word “advertere” meaning “to turn the mind
towards”.
● According to American Marketing Association ”advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods and services by an identified sponsors.”
● Advertising is an activity of attracting public attention to a product, service, or business as by
paid announcements in the print, broadcast, or electronic media. Advertising is a marketing
tool and it can be used combinedly with other marketing tools such as sales promotion,
personal selling or publicity.
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OBJECTIVES OF ADVERTISING
The advertising objectives can be categorized into four main objectives;
❏ Inform
❏ Persuade
❏ Remind
❏ Reinforce
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OBJECTIVES OF ADVERTISING
INFORM
● Advertising let people/customer know about the product and competitors about the
competition.
● Advertising allows company to understand about what problems will they solve and help
company to make informed decision
● While launching a new product or early prototype, advertising will be more informative and
maximum focus is given towards awaring and informing people
Example: Reliance Jio Promotion, Campaign Advertisement
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OBJECTIVES OF ADVERTISING
PERSUADE
● Advertising appeals customers to buy the product
● Advertisement give reason to customers to buy the products
● Advertising establishes the strong sense of association
● Advertising reflects product superiority against its competitive advertising, making customer
prefer the product.
Example: Dabur Honey persuade customer by committing its honey as natural immunity booster,
Toothpaste and medical soaps advertisement claim 99.9% effectiveness and include various herbal
components
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OBJECTIVES OF ADVERTISING
REMIND
● Advertising for successful brands or products at maturity level, basically fulfill the purpose of
reminding customers about their presence.
● In mature phase, advertising is more creative and innovative.
● Advertising is for reinforcement of the central idea of the company
Example: Advertisement campaign of Coca Cola, Mc Donald, KFC
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OBJECTIVES OF ADVERTISING
REINFORCE
● Advertising is necessary to convince their customers that they have made the right choice.
● For this, company advertise the strengths and benefits of their products or association
● Advertising depicts satisfied customers to increase the credibility towards product and brand
● Advertising is taken as a major reference factor for purchase decision making.
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ROLES OF ADVERTISING
● It increases and stabilizes the sales turnover
● It maintains the existing market and explores the new opportunities
● It provides competitive advantages to company
● It guarantees effective and quick sales
● It assists and controls product pricing
● It ensures better quality products at reasonable prices
● It establishes a brand image in customer’s mind
● It is a driving force for customers in decision making
● It provides new horizons of knowledge
● It generates and provides gainful employment opportunities
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TYPES OF ADVERTISING
There are various rationals to categorize advertising. Of all, there are four generic types of
advertising;
❏ Display Advertising
❏ Video Advertising
❏ Mobile Advertising
❏ Native Advertising
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TYPES OF ADVERTISING
DISPLAY ADVERTISING
❏ Display advertising are also referred to as “banner” advertising which are basically any types of
billboards and banners. Display advertising can be digital or in print form.
❏ Display advertising are effective for fast visual storytelling.
❏ Display advertising can be in word format or picture format or both.
❏ Such advertising can be unmoving content or animated content.
❏ Display advertising are famous in digital platforms.
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TYPES OF ADVERTISING
VIDEO ADVERTISING
❏ Video advertising is a motion-picture or video form of advertising, where messages are
conveyed in the form of video.
❏ All the TV commercials, YouTube advertisements, billboard advertisements are forms of video
advertising.
❏ Video advertising are effective form of advertising as it attracts and appeals the audience and
involves creativity.
Examples:
● Carlsberg Ad
● Puma Ads
● Cred Ads
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TYPES OF ADVERTISING
MOBILE ADVERTISING
❏ Mobile advertising is the communication of product or services to mobile device and
smartphone consumers.
❏ Mobile advertising includes short message services (SMS) to interactive advertising.
❏ Web banner ads, short text ads, ad breaks, in-app display, sponsored mobile applications, video
ads, full ads, mobile-popups, paip-partnership and promotion etc.
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TYPES OF ADVERTISING
NATIVE ADVERTISING
❏ Native advertising is any paid content.
❏ It can be in text, picture, infographic and video form.
❏ The basic element of native advertising is it should be aligned and relatable to the context and
medium of transmission.
❏ A native advertising is content which producer can make it, corporations can buy it and
publishing platform can promote it.
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IMPORTANCE OF ADVERTISING
● Advertising provides information about a product.
● Advertising promotes the flow of demand of product/services.
● It increases the sales and reduces the cost
● Advertising establishes market relationship
● Advertising protects products and companies for cheap imitations
● It increases the goodwill of the company
● Advertising educates customers and enhances knowledge
● It provides employment and reflects standard of living
● Advertising creates corporate and brand image
● Advertising explores new market and new opportunities
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