In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter No. 2 Page No. 12
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
FUNDAMENTALS OF ADVERTISING
ADVERTISING IS ONE PART OF THE TOTAL
MARKETING MIX. IN MARKETING, WE HAVE TO
ESTABLISH RELATIONSHIP BETWEEN A BRAND
AND OUR CUSTOMER. ADVERTISING HELPS TO
ESTABLISH THIS RELATIONSHIP.

2. Chapter No. 2 Page No. 13
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
ADVERTISING WORLD
THESE DAYS ADVERTISING IS REGARDED
AS ANY PAID FORM OF NON-PERSONAL
COMMUNICATION OF IDEAS,GOODS AND
SERVICES BY AN IDENTIFIED SPONSOR.

3. Chapter No. 2 Page No. 13
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
ADVERTISING IS OF VARIOUS FORMS
IT CAN BE
SIGN OR SYMBOL
ILLUSTRATION OR MESSAGE OR BOTH
IT CAN BE CONVEYED THROUGH ANY MASS MEDIA
LIKE TV, RADIO, PRESS OR MAGAZINE.
IT IS NON PERSONAL.

4. Chapter No. 2 Page No. 13
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
DEFINITION:
ADVERTISING IS ONE OF THE IMPORTANT FORCES
WHICH SERVES THE PUBLIC INTEREST. IT IS A
FORM OF OPEN COMMUNICATION BETWEEN
THOSE WHO SELL AND THOSE WHO BUY. IT IS A
FORM OF ADVOCACY- OPEN TO ANY COMPANY OR
CAUSE THAT WANTS TO ARGUE ITS CASE. THE
JURY IS THE PUBLIC. EVERY PURCHASE IS A VOTE.
=BURT MANNING JWT

5. Chapter No. 2 Page No. 13
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
ADVERTISING AND MASS COMMUNICATION
MARKETING COMMUNICATION:
WHEN ADVERTISING MAKES THE RECEIVERS
FAVOURABLY INCLIND TOWARDS THE PRODUCT.
MASS COMMUNICATION:
WHEN THE MESSAGE IS PUT THROUGH THE MASS
MEDIA FOR A LARGE NUMBER OF PEOPLE.

6. Chapter No. 2 Page No. 15
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
STAGES IN ADVERTISING COMMUNICATION
ATTENTION: MODELS AND ILLUSTRATIONS USED ALL
CONTRIBUTE TO ATTENTION - GETTING
POWER OF AN AD
INTEREST: HEAD LINES AND ILLUSTRATIONS MUST WORK
HARDER TO PROVOKE THE READER TO READ
THE COPY
DESIRE: THE MAIN AIM OF ADVERTISING IS TO CREATE A
DESIRE TO POSSESS THE SERVICE BEING
OFFERED A LIVELY COPY AND VARIOUS
APPEALS ALL USED TO MOTIVATE
ACTION: TO INDUCE ACTION, THE MESSAGE IS REPEATED

7. Chapter No. 2 Page No. 15
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
SIX STAGES IN ADVERTISING COMMUNICATION
AWARENESS: ABOUT THE PRODUCT
COMPREHENSION: THOUGH MARKETING
COMMUNICATION
ACCEPTANCE : WITH REFERENCE TO NEEDS
OWNERSHIP: THROUGH BUYING
REINFORCEMENT: TO REDUCE CONSUMER’S
ANXIETY
PURCHASE: DECISION
= ROBERT LAVIDGE AND GARY STEINER

8. Chapter No. 2 Page No. 15
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
INTEGRATED MARKETING COMMUNICATION (IMC)
WHEN MARKETING COMMUNICATION GIVES THE
CUSTOMERS A FRAGMENTED AND HAZY PICTURE.
WHEN THERE IS NO INTEGRATION AMONGST
MARKETING EFFORTS AND THE COMMUNICATION.
IT MAKES A SINGLE – MINDED FOCUSSED
COMMUNICATION.
ITS CONSISTENCY AND COST EFFECTIVENESS ARE
ITS MAIN MERITS.

9. Chapter No. 2 Page No. 16
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
ADVERTISING AND MARKETING
ADVERTISING NEVER DETERMINES
HOW A PRODUCT WILL BE DESIGNED
HOW IT WILL BE DISTRIBUTED
AT WHAT PRICE
THE DECISIONS ABOUT
PRODUCT, DISTRIBUTION AND PRICING
MUST BE MADE BEFORE
ADVERTISING IS ALLOWED TO PLAY ITS ROLE.

10. Chapter No. 2 Page No. 17
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
CONSUMER NEEDS CAN BE MET BY
MANAGING THE FOUR VARIABLES (PS)
THAT MAKE –UP THE MARKETING MIX.
PRODUCT
PRICE
PLACE (DISTRIBUTION)
AND
PROMOTION.

11. Chapter No. 2 Page No. 17
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
MARKETING MIX
PRODUCT PRICE
BRAND PRICING STRATEGY
PACKAGING PRICE AND QUALITY
INNOVATIONS PRICE ALTERATIONS
LIFE CYCLE DISCOUNTS

12. Chapter No. 2 Page No. 17
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
MARKETING MIX
PROMOTION PLACE
ADVERTISING CHANNELS OF DISTRIBUTION
PERSONAL SELLING PHYSICAL DISTRIBUTION
PUBLIC RELATION WHOLESALERS,RETAILERS
SALES PROMOTION

13. Chapter No. 2 Page No. 17
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
PRODUCT
A PRODUCT IS JUST NOT A
‘BUNDLE OF PHYSICAL AND CHEMICAL CHARACTERISTICS’
IT IS SOMETHING THAT
OFFERS VALUE TO THE CUSTOMERS
BY MAKING AVAILABLE
BENEFITS THAT HE WANTS TO SATISFY HIS
NEEDS AND WANTS.

14. Chapter No. 2 Page No. 18
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
PRICE
PRICE IS THE VALUE OFFERED IN EXCHANGE OF
PRODUCT IN TERMS OF MONEY
COVERS
COST OF MANUFACTURING A PRODUCT
COST OF OFFICE AND ADMINISTRATION
COST OF DISTRIBUTION AND PROMOTION
PROFIT

15. Chapter No. 2 Page No. 18
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
DISTRIBUTION
DISTRIBUTION IS THE MOVEMENT OF PRODUCTS FROM
PRODUCER TO THE CUSTOMER.
IT INVOLVES
TRANSPORTATION
WAREHOUSING AND
INVENTORY
ADVERTISING DECISIONS ARE CO - ORDINATED WITH
DISTRIBUTION DECISIONS

16. Chapter No. 2 Page No. 18
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
PROMOTION
PROMOTION IS THE ‘ TECHNIQUE OF COMMUNICATION ’
ADVERTISING IS USED ALONGWITH
PERSONAL SELLING
PUBLIC RELATION
DIRECT MARKETING
AND
SALES PROMOTION

17. Chapter No. 2 Page No. 19
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
TYPES OF ADVERTISING
THE ADS ARE CLASSIFIED ON THE BASIS OF THEIR
TARGETING (AUDIENCE)
GEOGRAPHIC SELECTIVITY
MEDIA SELECTIVITY
ADVERTISING OBJECTIVES

18. Chapter No. 2 Page No. 21
Advertising and Sales Promotion Management
FUNDAMENTALS OF ADVERTISING
FUNCTIONS OF ADVERTISING
INFORMS THE BUYERS ABOUT THE EXISTENCE OF
THE PRODUCT
OFFERS INCENTIVE TO BUY
PROVOKES TO TRY AND REMINDS BENEFITS
BUILDS BRANDS (GIVES IMAGE)
HELPS TO CHOOSE OUT OF SEVERAL BRANDS
COST EFFECTIVE WAY TO REACH CONSUMERS
IT PERSUADES PEOPLE TO ACT.