its breif description about advertising,, advertising management and also Sales promotion

1. ADVERTISING
Name: RAHUL MONDAL
S.I.F
C.U.S.A.T

2. INTRODUCTION
Advertising is a form of communication for marketing and used to encourage,
persuade or manipulate an audience (viewers, readers or listeners; sometimes a
specific group) to continue or take some new action.
The word advertising comes form the latin
advertere” . That means "to
word "
turn the mind toward"
According to American Marketing Association
“advertising is any paid form of non-
personal presentation and promotion
of ideas, goods and services by an
identified sponsor".

3. Advertisement means spreading of information. The main
purpose of every commercial organization is to promote
sales. Any activity towards sales promotion may be called
as promotional activity & advertisement is a kind
of PROMOTIONAL ACTIVITY.

4. Developing the ADVERTISEMENT
MESSAGE
-Message
generation
-Message
evaluation
-Message
execution
MONEY Measurement
MISSION -stage of PLC -Communication
-sales goods -market share -Sales impact
-advertising -competition
objectives -Advertising MEDIA
frequency -Reach, frequency
-Major media types
-Specific media
vehicles
-Media timing
-Geographical media
allocation

7. Defining
advertising
Target
Advertising Advertising
Effectiveness OBJECTIVES
ADVERTISING
MANAGEMENT
Setting the
Selecting Advertising
Media
BUDGET
Developing
STRATEGY

8. The advertising target is the audiences,
towards whom the ad targeted.
Sometimes this target encompasses the
entire target market.
In other cases it includes only a subset
of target market.

9. The basic objective of advertisement is effective communication b/w
producers and consumers. Some following objectives are:
Preparing ground for new product
Creation of demand
Facing the competition
Creating and enhancing goodwill
Informing the changes to the customers
Neutralizing the competitor’s advertisement

10. ADVERTISING BUDGET
-It’s a component of the total promotion budget, must be allocated among
markets, brands & media.
-Under this system, brands in the introductory stage would receive more
funds than those in the maturity stage.
There is 5 factors are consider for setting the budget
Competition &
Product life Market share & clutter
cycle stage consumer base
Product Advertising
substutability frequency

11. ADVERTISING STRATEGY
4. Provides
technical 1. Selects
direction & an appeals
production
3. 2.
Develops Formulates
the ad the ad
elements concepts

12. Contd….
selecting an An appeal is the basic idea the advertiser wants to communicate to
appeal the advertising target. Marketing research and creative institution are
often combined to come up with an appeal.
formulated Once an appeal is selected the next step is formulate the ad concept.
the ad Its a method where determine how an appeal is transformed into a
concept message.
developing The technical terms for the various parts of an ad vary among media
the ad but the parts perform roughly the same function. It must be attract
attention & develop interest so the reader will look at the rest of the
ad.
-illustration should also attract attention, communicative. –copy
usually expands on the idea & illustration & provides facts,
anticipation. –signature is a trademark/slogan states that who is
sending the massage.
Provididing Layout basically is print media or location advertising term. It’s a
technical actual arrangement of its various parts to form a cohesive unit.
direction Marketers rely on a technical personnel for layout works.

14. ADVERTISING MEDIA
In advertising, mass communication channels are
called advertising media, like- newspaper,
magazine, radio, TV .etc.
the major type of advertising media are-
print, broadcast, direct, location.

15. Outdoor Public
Broadcast
Print Advertising Service Celebrity
advertising Advertising
Advertising Advertising

16. More information can be communicated more accurately through print media than
others.
The major type of print media are Newspaper, Magazines, Brochures, Fliers
etc.
Newspaper can be classified as daily or weekly with local or national distribution.
Local newspaper are geographically selective & national newspaper that offer
regional edition.
The number of general-interest magazines are declined now days while the special
type of magazines has increased. so, it’s the one of important vehicle for advertising.
MAGAZINES can also be classified by the target group for which the content is
tailored: consumers, business, farmers.
consumers magazines range from large circulation , general-interest
magazines & special interest magazines are Readers digest, Times magazines, India today,
Film-fare magazine, Fishing Chimes etc. Business publications include magazines of broad
scope like Fortune & those targeted specific industries. Farm magazine is a broad
interest national magazine.
most magazines are national & are published monthly.

17. Magazines
Newspaper

18. Radio & TV are broadcast media. Whereas advertiser buy space in
print media, they buy time on broadcast media.
Television, the fastest growing medium, also reaches practically all
homes. TV ads generally have the greatest impact because they
stimulate both sight and hearing & advertiser can show their product in
use.

19. Marketers try to communicate directly with potential
customers when they use direct advertising media like
Direct mail, mail order, and un-mailed direct media.
Direct mail & mail order, can have a format of any size
or shape that is unbound.
Un-mailed direct , includes Leaflets & Booklets that
are distributed door-to-door or in parking lots.

20. LEAFLET, BROCHURE

21. Location advertising media include outdoor & transit advertising.
Outdoor advertising, format range from poster panels to electric
spectaculars. Poster panels are permanent structures on which
printed paper is glued.
Transit advertising, firms rent space on bus, cab, subways, &
commuter trains. Rates are usually quoted on a monthly basis.

23. PROFILE OF MAJOR MEDIA TYPES :-

24. ADVERTISING EFFECTIVENESS
Good planning & control of advertising depend on measures of
advertising effectiveness.
Advertiser should try to measure the communication effect of an ad-
that is, its potential effect on awareness, knowledge, or preference- as
well as the ad sells effect:
Communication effect research, seeks to determine whether an ad is
communicating effectively.
Sales effect research, is complex because sales are influenced by
many factors beyond advertising, such as features, price & availibility,
as well as competitors actions.

26. SALES PROMOTION, includes activities that seek to
directly induced, or indirectly serve as incentives to
motivate, a desired response on the part of target
customer.
Sales Promotion activities also add value to
the product.
Sales promotion management includes:
Sales promotion target- is the audience to whom a particular
sales promotion is directed. Sales promotion can be directed
to consumers, company’s own salespeople & to middleman.

27. Sales promotion objectives- sales promotion objectives
are derived from the marketer’s overall promotion objectives.
Directed to Directed to the firm’s
customers own sales force
•Coupons
•Cent-off offers •Sales meeting & auxiliary sales
•Samples materials
•Money refund •Sales contest
•Premiums •Point-of-purchase display
•Contest •Trade show
•Exhibition •Special service
•Additional product •Dealers contest & premium
deals

28. Sales promotion budget: setting the overall promotion
budget is to determine the desired mix of advertising & sales
promotion.
Develop sales promotion strategy: numerous decisions
are necessary in developing a sales promotion strategy. For
ex: a company must decide on how much coupon will reduce
the retail price of a product.

29. Select Sales promotion method: a company must select
the tools develop the program, pretest the program,
implement & control it, & evaluate the result.
Major Consumer-promotion tools:
 Samples
 Coupons
 Cash refund offers/ cash back offers
 Price packs
 Premium
 Consumers contest
Prizes (contest, sweepstakes, games)
Free trails
Product warranties .etc.

30. Major trade-promotion tools:
Price-off
Allowance
Free goods
(sorce:”Trade
promotion Redefined”,Brandweek,1995)
Major business & sales force-promotion tools:
Trade shows & conventions
Sales contest
Specialty advertising

32. References :
 Kotler Philip, “THE FRAMEWORK FOR
MARKETING MANAGEMENT”, 5th Edd. , 2002.
India
 William F. Schoell, “MARKETING-
CONTEMPORARY CONCEPTS & PRACTICES”,10th
Edd. , 1990, Allyn And Bacon, INC. Boston.

33. Thank YOU
all. For ‘ur
patience