Advertising, Types of advertising, adverting media, channels of advertising

1. Advertising
Presented by
Dr.M.Muthulakshmi
Assistant Professor of Commerce
A.P.C Mahalaxmi College for women
Thoothukudi

2. Advertising
Meaning
▪ The word advertising is derived from the latin word “advertero” .
▪ Ad means “towards”, vertero means “I turn”.
▪ Literally it means “to turn peoples attention to specific thing”.

3. Advertising
Definition
The American Marketing Association Chicago has defined
advertising as “ any paid form of non-personal presentation or
promotion of ideas, goods or services by an identified sponsor”

4. Objectives of
advertising
Preparing the ground for new product
Creation of demand
Facing the competition
Creating or enhancing goodwill
Informing the changes to the customers
Neutralising competitor’s advertising
Barring new entrants

5. Functions of
advertising
Primary functions
Secondary
functions

6. Primary
functions
Increasing
the number
of
customers
Widening
the market
persuasion
of dealers
Brand
patronage
Immediate
buying
action
Reduction
of
distribution
expenditure
Cheapening
of prices

7. Secondary
functions
Promotion
of social
welfare
Educating
the public
Dealer
support
Remaining
the
consumers
Secured
To secure
better
employees
Insurance
for the
business

8. Advantages of
Advertising
Benefits to
manufacturers
Benefits to
Wholesalers
Benefits to
Retailors
Benefits to
Consumers
Benefits to
community

9. Benefits to
manufacturer
Increase sales volume
Increase net profit
Facilitates large-scale production
Stabilise the sales volume
Secure more dealers
Less expensive
Stabilisation of prices
Helps to open new market
Provision of information

10. Benefits to
Wholesalers
and retailers
Create easy sales
Increase the turnover
Minimum efforts
Publicity
Attract more customers
Reduces the expenses

11. Benefits to
Community
Educative value
Derives income to press
Employment opportunities
Higher standard of living
Stimulation of investment

12. Kinds of
advertising
Product
advertising
Institutional
advertising
National and
local
advertising
Consumers
and industrial
advertising
Rational and
Emotional
advertising

13. Product
advertising
Primary demand advertising
Selective advertising
Remainder advertising
Co-operative advertising
Comparative advertising

14. Institutional
advertising Patronage
institutional
advertising
Public
relations
institutional
advertising
Public service
institutional
advertising

15. Commercial
advertising
Industrial advertising
Trade advertising
Professional advertising
Farm advertising

16. Advertising
media
Meaning
The advertising medium refers to means through which the
advertiser can convey his message to the audience.
Definition
“Advertising media embraces each and every method the
advertiser has at his command to carry his message to the public”
- Brennam

17. Advertising
media
Direct
advertising
Indirect
advertising

18. Examples of
direct
advertising
Sales letters
Circulars
Booklets and catalogues
Folders
Calenders
Pricelist
Business reply envelops and cards
Personal letters

19. Kinds of
Indirect
advertising
Press advertising
Radio advertising
Film advertising
Television advertising
Outdoor advertising
Point purchase advertising

20. Thank you