advertising

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.