Meaning , concepts, Importance and types of Advertising.

1. Dr.P.Jegatheeswari Mobile : 9965868472 Email: jegatheeswarinagaraj@gmail.com
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2. Dr.P.Jegatheeswari - Concepts of Advertising

3. Meaning and Definition of Advertising
The Word Advertising originates from a Latin word
“Advertise”(Advertere), which means “to turn to” .
The dictionary meaning of the term is “to give public
notice or to announce publicly.
 According to “Philip Kotler” & “American Marketing
Association”. The advertising is any paid form of non
personal presentation of Ideas , Goods or Services by
an identified sponsor that is called Advertising.

4. Characteristics Of Advertising
 Paid Form: Advertising requires the advertiser (also called sponsor) to pay to
create an advertising message, to buy advertising media slot, and to monitor
advertising efforts.
 Tool For Promotion: Advertising is an element of the promotion mix of an
organization.
 One Way Communication: Advertising is a one-way communication where
brands communicate to the customers through different mediums.
 Personal Or Non-Personal: Advertising can be non-personal as in the case of
TV, radio, or newspaper advertisements, or highly personal as in the case of
social media and other cookie-based advertisements.

5. Objectives Of Advertising
 There are 3 main objectives of advertising. These are:
 To Inform
 Advertisements are used to increase brand awareness and brand exposure in the target
market. Informing potential customers about the brand and its products is the first step
towards attaining business goals.
 To Persuade
 Persuading customers to perform a particular task is a prominent objective of
advertising. The tasks may involve buying or trying the products and services offered,
to form a brand image, develop a favourable attitude towards the brand etc.
 To Remind
 Another objective of advertising is to reinforce the brand message and to reassure the
existing and potential customers about the brand vision. Advertising helps the brand to
maintain top of mind awareness and to avoid competitors stealing the customers. This
also helps in the word of mouth marketing.

6. Other objectives of advertising are subsets of
these three objectives. These subsets are:
 Brand Building
 Increasing Sales
 Creating Demand
 Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.

7. Importance Of Advertising
To The Customers
 Convenience: Targeted informative advertisements make the customer’s
decision making process easier as they get to know what suits their
requirements and budget.
 Awareness: Advertising educates the customers about different products
available in the market and their features. This knowledge helps customers
compare different products and choose the best product for them.
 Better Quality: Only brands advertise themselves and their products. There
are no advertisements for unbranded products. This ensures better quality to
the customers as no brand wants to waste money on false advertising.

8. To The Business
 Awareness: Advertising increases the brand and product awareness among
the people belonging to the target market.
 Brand Image: Clever advertising helps the business to form the desired brand
image and brand personality in the minds of the customers.
 Product Differentiation: Advertising helps the business to differentiate its
product from those of competitors’ and communicate its features and
advantages to the target audience.
 Increases Goodwill: Advertising reiterates brand vision and increases the
goodwill of the brand among its customers.
 Value For Money: Advertising delivers the message to a wide audience and
tends to be value for money when compared to other elements of the
promotion mix.

9. Promotion Mix
Definition: The Promotion Mix refers to the
blend of several promotional tools used by
the business to create, maintain and increase
the demand for goods and services.
 The Promotion Mix is the integration of
Advertising, Personal Selling, Sales
Promotion, Public Relations and Direct
Marketing.

10. PROMOTION MIX
Personal Selling
Telemarketing
Direct Mail
Trade Fairs and
Exhibitions
Commercial Television
Newspapers and
Magazines
Radio
Cinema
Point of Sale Displays
Packaging

11. Advantages Of Advertising
 Reduces Per-Unit Cost: The wide appeal of advertisements increases the demand for
the product which benefits the organization as it capitalizes on the economies of scale.
 Helps In Brand Building: Advertisements work effectively in brand building. Brands
who advertise are preferred over those which doesn’t.
 Helps In Launching New Product: Launching a new product is easy when it is backed
by an advertisement.
 Boosts Up Existing Customers’ Confidence In The Brand: Advertisements boosts up
existing customers’ confidence in the brand as they get a feeling of pride when they see
an advertisement of the product or the brand they use.
 Helps In Reducing Customer Turnover: Strategic advertisements for new offers and
better service helps reduce customer turnover.
 Attracts New Customers: Attractive advertisements help the brand in gaining new
customers and expanding the business.
 Educates The Customers: Advertisements inform the customers about different
products existing in the market and also educates them in what they should look for in
an apt product.

12. Disadvantages Of Advertising
 Increases The Costs: Advertising is an expense to the business and is added to the cost
of the product. This cost is eventually borne by the end consumer.
 Confuses The Buyer: Too many advertisements with similar claims often confuses the
buyer in what to buy and should he buy the product or not.
 Is Sometimes Misleading: Some advertisements use smart strategies to mislead the
customers.
 Only For Big Businesses: Advertising is a costly affair and only big businesses can
afford it. This makes small businesses out of competition with big businesses who get
to enjoy a monopoly in the market.
 Encourages The Sale Of Inferior Products: Effective advertisements even lead to the
sale of inferior products which aren’t good for the consumers.

13. Processes of Advertising
OR
6 M’s of Advertising
OR
Key Decisions in Advertising:
1. MISSION
2. MONEY
3. MESSAGE
4. MONITERING
5. MEDIA
6. MEASUREMENT

14. Process of Advertising /Key Decisions in Advertising
 Advertising is one of – but popular and powerful – tools of market promotion. It
involves a several decisions.
 Some experts explain advertising decisions and activities in form of six ‘M’s as
under:
 1. The first ‘M’ stands for Mission – Advertising Objectives.
 2. The second ‘M stands for Money – Advertising Budget.
 3. The third ‘M’ stands for Message – Creating Advertising Message and Copy.
 4. The forth ‘M’ stand for Monitoring – Managing (organising) of Advertising Efforts.
 5. The fifth ‘M’ stands for Media – Advertising Media Selection and Media Scheduling.
 6. The sixth ‘M’ stands for Measurement – Measuring and Evaluating Advertising
Effectiveness (MEAE).
 LETS SEE EXPERTS OPINION ABOUT PROCESS OF ADVERTISING
 However, most of experts agree that advertising consists of mainly eight decisions
as shown in figure 1. Manager concerns with taking decisions on these areas of
advertising.

18. Classification of Advertisement or TYPES OF ADVRTISING

19. TYPES OF ADVRTISING
 Advertising activities can also be categorized into 5 types based on the
advertisement medium used. These types of advertisements are:
 Print Advertising: Newspaper, magazines, & brochure advertisements, etc.
 Broadcast Advertising: Television and radio advertisements.
 Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
 Digital Advertising: Advertisements displayed over the internet and digital
devices.
 Product/Brand Integration: Product placements in entertainment media like
TV show, YouTube video, etc.

20. In advertising management, there are different
types of classification of
advertising or advertisement. It includes 5
major points for explaining the classification
and its classified as:-
 On the Basis of Geographical Spread,
 On the Basis of Target Audience or Market,
 On the Basis of Media,
 On the Basis of Purpose,
 On the Basis of Actions.

21. 1.On the Basis of Geographical Spread-

22. This is the first part of the classification of advertising
On the Basis of Geographical Spread- and it includes
3 sub-points like-
 (i) National Advertising-
When the advertisement is broadcasted across the country
it is called national advertising. This advertisement is for peoples
who are residents in that country because any company who runs an
advertisement of its product, its main responsibility remains to target
our local customers and also increase the sales of our product
For Example– Patanjali Ayurvedic Products.
Through this advertisement, the company can build the brand image
in our country and as well as increase the growth of a particular business.

23.  (ii) International Advertising-
These types of advertisements are broadcasted throughout the world and it is the process of
providing information about persuading the customers and reminding the customers about the
brands which are available at the global level. So, International advertising is also known as global
advertising.
In the international advertising, cultural differences are also the barriers of global advertising.
For Example– Advertisements of Mcdonalds, KFC, Pizza Hut, Apple (i phone), and Walmart, etc.
 (iii) Local Advertising-
When the advertisements of a particular product are broadcasted within a local area. These
advertisements must be according to local tastes and preferences.
For Example– Advertisements of F.M., Local Newspapers, and so on.

24. 2. On the Basis of Target Audience or Market-

25. This is the second part of the classification of advertising On the Basis of Target
Audience or Market- and it includes 2 sub-points like-
 (i) Consumers-
This advertising is based on promoting products because
it defines the consumer’s personal consumption.
In these advertisements, the company focuses on the
daily use of products which are used by the customers.
For Example– FMCG Products like shampoo, soaps, and so on.
 (ii) Industrial Advertising-
This advertisement is focused on to promote
industrial products such as raw materials ,capital items,
and operating supplies.
However, the industrial products are totally
focused on the business to business activity.

26. 3. On the Basis of Media-

27. This is the third part of the classification of advertising
On the Basis of Media and it includes 4 sub-points like-
 (i) Print Media-
Print Media is an advertising media that has been running for a long time. There are two
main things are used to complete this advertisement, first is newspapers and second is
magazines. This media includes various channels or things to promote their products like
brochures, yellow papers, fliers, and journals.
 (ii) Electronic Media-
Electronic Media is very popular advertising all over around the world because this
advertisement targets many audiences at once and is published in every country. It includes
televisions and radios, but television advertising is very costly than radio advertising.
 (iii) Online Media-
Online media is a very popular advertising and we also know it as internet advertising. This
advertisement helps to promote the products in social media tools. It includes various
media like- direct marketing, email marketing, search engine optimization, and banner
advertising.
 (iv) Mural Advertising-
Mural Advertising is that advertising which is placed directly on a wall and another
permanent surface. This advertising work as friendly with their target audience because
they placed around them.

28. 4. On the Basis of Purpose-

29. This is the fourth part of the classification of advertising On the Basis
of Purpose- and it includes 3 sub-points like-
 (i) To inform-
When any advertising is advertised in any place, its main
motive is to give full information about the product to our
target customers. Through that advertisement, tell the
customer about the features, uses, and durability of the
product so that the customer buy your product and
became the potential buyer also.
 (ii) To remind-
Advertising is such a thing that we or any company advertise
our products and services and make also our potential buyers.
But the advertisements for anything is not done once, because
if we quit the broadcasting of advertisement, then our customers
will forget the products.
That’s why any company repeated their advertisement so that
the customers remember their products and services.
Slogans and Jingles are a great help here because they help
to provide a particular singing slogan and a particular sentence.
 (iii) To persuade-
Advertising is a form of non-personal communication used to persuade or enhance to take a
new action. It also helps to define the category of customers about suitablity of the product.

30. 5. On the Basis of Action-

31. This is the fifth part of the classification of advertising On the Basis of Action
and it includes 2 sub-points like-
 (i) Immediate Response-
These kinds of advertisement provide immediate response
in the form of purchase of the product.
For Example– An advertisement for the offer can result
in more sale of a product.
 (ii) Indirect Response-
These kinds of advertisement are work for building the
brand image in the minds of the customers so that they
can purchase the products over a period of time.
For Example– An advertisement related to banks,
insurance policy, and so on.

32. Activity
How to make an advertisement and how to be good at it
 The SWOT analysis of the product and the company.
 Set up your main objectives.
 Research the market, the competition, your audience.
 Identify your target audience.
 Select your channels.
 Brainstorm for fresh ideas.
 The design process.
 Deliver your advertisements.

33. Activity – Advertising Techniques
NAME ---------------------------------------------
TRANSFER TECHNIQUES
Feeling, Emotion Picture or Catch
Pharse
What the advertiser
is selling ?
1. Wanting to be
Healthy
2. Loving your pets
3. Caring about your
family
4. Wanting to save
money
5. Wanting to be
popular and update

34. Advertising Techniques
 Advertising Techniques - 13 Most Common Techniques Used by the Advertisers
 Today every company needs to advertise its product to inform the customers about the product, increase the sales, acquire market value, and gain
reputation and name in the industry. Every business spends lot of money for advertising their products but the money spent will lead to success only
when the best techniques of advertising are used for the product. So here are some very common and most used techniques used by the advertisers to
get desired results.
 Emotional Appeal
 This technique of advertising is done with help of two factors - needs of consumers and fear factor. Most common appeals under need are:
 need for something new
 need for getting acceptance
 need for not being ignored
 need for change of old things
 need for security
 need to become attractive, etc.
 Most common appeals under fear are:
 fear of accident
 fear of death
 fear of being avoided
 fear of getting sick
 fear of getting old, etc.

35.  Promotional Advertising
 This technique involves giving away samples of the product for free to the consumers. The items are
offered in the trade fairs, promotional events, and ad campaigns in order to gain the attention of the
customers.
 Bandwagon Advertising
 This type of technique involves convincing the customers to join the group of people who have bought
this product and be on the winning side. For e.g. recent Pantene shampoo ad which says “15crores
women trusted Pantene, and you?”
 Facts and Statistics
 Here, advertisers use numbers, proofs, and real examples to show how good their product works. For
e.g. “Lizol floor cleaner cleans 99.99% germs” or “Colgate is recommended by 70% of the dentists of the
world” or Eno - just 6 seconds.
 Unfinished Ads
 The advertisers here just play with words by saying that their product works better but don’t answer how
much more than the competitor. For e.g. Lays - no one can eat just one or Horlicks - more nutrition daily.
The ads don’t say who can eat more or how much more nutrition.
 Weasel Words
 In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny. E.g.
Sunsilk Hairfall Solution - reduces hairfall. The ad doesn’t say stops hairfall.

36.  Endorsements
 The advertisers use celebrities to advertise their products. The celebrities or star endorse the
product by telling their own experiences with the product. Recently a diamond jewellery ad
had superstar Amitabh Bacchan and his wife Jaya advertising the product. The ad showed
how he impressed his wife by making a smart choice of buying this brand. Again, Sachin
tendulkar, a cricket star, endorsed for a shoe brand.
 Complementing the Customers
 Here, the advertisers used punch lines which complement the consumers who buy their
products. E.g. Revlon says “Because you are worth it.”
 Ideal Family and Ideal Kids
 The advertisers using this technique show that the families or kids using their product are a
happy go lucky family. The ad always has a neat and well furnished home, well mannered
kids and the family is a simple and sweet kind of family. E.g. a dettol soap ad shows
everyone in the family using that soap and so is always protected from germs. They show a
florescent color line covering whole body of each family member when compared to other
people who don’t use this soap.
 Patriotic Advertisements
 These ads show how one can support their country while he uses their product or service. For
e. g some products together formed a union and claimed in their ad that if you buy any one of
these products, you are going to help a child to go to school. One more cellular company ad
had a celebrity showing that if the customers use this company’s sim card, then they can help
control population of the country.

37.  Questioning the Customers
 The advertisers using this technique ask questions to the consumers to get response for their
products. E.g. Amway advertisement keeps on asking questions like who has so many farms
completely organic in nature, who gives the strength to climb up the stairs at the age of 70, who
makes the kids grow in a proper and nutritious ways, is there anyone who is listening to these
entire questions. And then at last the answer comes - “Amway : We are Listening.”
 Bribe
 This technique is used to bribe the customers with some thing extra if they buy the product using
lines like “buy one shirt and get one free”, or “be the member for the club for two years and get
20% off on all services.”
 Surrogate Advertising
 This technique is generally used by the companies which cannot advertise their products directly.
The advertisers use indirect advertisements to advertise their product so that the customers know
about the actual product. The biggest example of this technique is liquor ads. These ads never
show anyone drinking actual liquor and in place of that they are shown drinking some mineral
water, soft drink or soda.
 These are the major techniques used by the advertisers to advertise their product. There are some
different techniques used for online advertising such as web banner advertising in which a banner
is placed on web pages, content advertising using content to advertise the product online, link
advertising giving links on different sites to directly visit the product website, etc.