This document provides an overview of advertising and its role in marketing. It defines advertising and discusses its main purposes, which are to help sell products and create/strengthen consumer impressions of brands. The document also categorizes different types of advertising based on target audience, geographic coverage, media used, and aims. Additionally, it explains how advertising fits into the marketing mix as a key promotion technique used to communicate with customers.

1. PRESENTATION ON
ADVERTISING

2. INTRODUCTION
 Although advertising is an accepted part of every day life, there
is still great debate as to how advertising works & the role it can
& should perform with in the marketing communication mix.
 This module enables the applicants to review this debate & apply
the theories to the advertising in our media today.
 They will learn how to put together an advertising plan & will
examine the ingredients of an effective advertisement& ways in
which this effectiveness can be measured.

3. ADVERTISING
 According to “ Philip Kotler” & American Marketing
Association,
“The advertising is any paid form of non personal
presentation of
- Ideas
- Goods
- Services by an identified sponsor that is
called Advertising.”

4. ROLE OF ADVERTISING
 Simply put : Advertising exists to help to sell things.
 It is mainly about brands.
 It is mainly designed to create & strengthen consumer
impressions of the brand.
 Exception is Public Service Advertising.

5. CON……………
 MARKETING
 COMMUNICATION
 ECONOMIC
 SOCIETAL
 The process of Business uses
to satisfy consumer needs by
providing goods & services.
. Product category
. Target market
. Marketing mix
. Brand

6. CONT………………….
 MARKETING
 COMMUNICATION
 ECONOMIC
 SOCIETAL
 Can reach a Mass Audience
 Introduces Product
 Explains Important changes
 Reminds & Reinforces
 Persuades

7. CONT…………
 MARKETING
 COMMUNICATION
 ECONOMIC
 SOCIETAL
 Moves from being
informational to creating
demand.
 Advertising is an objective
means for providing price
value information there by
creating a more rational
economy.

8. CONT…………………
 MARKETING
 COMMUNICATION
 ECONOMIC
 SOCIETAL
 Informs consumers about
innovations & issues.
 Mirrors Fashion & Design trends.
 Teaches consumers about new
products.
 Helps shape consumer self-image.
 Perpetuates Self-Expression.

9. TYPES OF ADVERTISEMENT
 We come across several Advertising messages in different
media. All of them are not similar. The Advertisements
differ with respect of their targeting ,the media used &
aims before the advertiser.
 The Advertisements are thus classified on the basis of their
targeting , geographic selectivity , media selectivity &
advertising objectives.

10. CLASSIFICATION OF ADVERTISEMENT
ADVERTISING
For whom
(target
audience)
Geographic
Coverage
Media used Aims
 Consumer
advertising
 Industrial
advertising
 National
 Regional
 Local
 International
 Print :
Newspapers,
Magazines
 Electronic :
Radio, TV
 Direct Mail
Outdoors
 Miscellaneous
 Financial Ads
 Primary Demand
Secondary
Demand
 Product or
Service
Social Messages
 Direct Action
Indirect Action

11. TARGET
AUDIENCE
 Consumer Advertising : Directed to users of
consumer pdts both durables & non-durables.
Eg:- advt of Jeans to teenagers or advt of
lipsticks directed to women.
 Industrial Advertising : Directed to
institutions & other business organizations &
for capital goods. Necessary to conduct the
Business.
Eg :- type writers sold to an office.
 Trade Advertising : Directed to our
distributers , retailers , & wholesalers.
Eg :- pharma company advertisers in a
chemist’s magazine.
 Professional Advertising : Directed to other
professionals like CAs, Doctors , Engineers ,
Architects , solicitors , etc.
Intend to persuade them to buy a pdt useful in
their professional practice.

12. GEOGRAPHIC
COVERAGE
 Firms do business on a global basis to
prepare international advts , eg :- Coke
& Pepsi
 All- India business do National
Advertising thorough mass media like
Times Of India, Vernacular press &
magazines ,TV .
 Regional Advertising : Restricted to a
region.
State level print media & Regional
channels of TV used.
 Local Advertising : Retailers do it.
Uses tabloids having local circulation

13. MEDIA USED
 Print Advertising :- Called when put in
press & magazines.
 Electronic Advertising :- Called when put
on Air either through Radio or TV – both
satellite & terrestrial.
 Outdoor Advertising :- Hoardings &
Posters.
 Transit Advertising :- Advts on Buses &
Trains.

14. AIMS
 Product Advertising :- Aims to Stimulate
the sale of Pdts .
Includes services such as Banking,
Transportation & Tele communication.
 Non- Product Advertising :- Aims to
create a favorable image of the
Organization.
 Selective Demand Advertising :- Promote
individual brands within primary demand
for a product category.
 Direct-Action Advertising :- Advertisers
can insert a coupon or make a time bound
offer to create it.
 Indirect – Action Advertising :-Works
indirectly by making the prospects
favorably inclined to pdts.

15. ADVERTISING IN MARKETING MIX
Marketing Mix :- A
range of tools &
techniques allows
businesses to provide
customers with what
they want & acts as a
conduit for consumer
demand to reach
business thus, turning
this demand in to
profitable sales.
 Tools :- . Product formulation &
variation
. Packaging
. Sales Literature
.Sales Force
.Pricing
. Sales Promotion
.Direct Mail
. Advertising
. Market Research
. Branding

16. Product
Brand
Packaging
Innovations
Life cycle
 Brand : Products converted in to a brand
with name or symbol to distinguish
competition.
 Packaging : Helps in creating a Brand
identity’ preserving & protecting.
 Innovations :To service in a competitive
market

17. Price
Pricing Strategy
Price and Quality
Price Alternatives
Discounts
 Pricing Strategy : skimming or penetrative
Skimming : charge high price initially to cover
cost of distribution & cost of promotion.
Penetration : charge a lower price initially to
penetrate market deeply.
 Price & Quality : Inter-related.

18. Place (Distribution)
Channels of
distribution
Physical
Distribution
Wholesalers ,
Retailers
- Involves Transportation , Warehousing &
Inventory management.

19. Promotion
Advertising
Personal Selling
Public Relations
Sales Promotion
- Technique of communication used along PS,
DM & SP.
- Face to Face communication –Salesman tries to
persuade a prospect to buy a product.
- Relationship b/w Org & its public like
Employees , Shareholders , Customers ,
Distributions , Media & Community.
- Offered to customers like free gifts & price offs
to move the pdts rapidly.