This document provides an overview of advertising and branding. It defines advertising as any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. The document then discusses advertising strategies such as targeting audiences, developing messages, and choosing appropriate media. It also categorizes advertising based on geography, demand, target groups, and services. The importance, functions, goals, and roles of advertising are explained. The document then shifts to discussing branding, including defining branding and discussing different types of branding strategies such as corporate, employer, cause, and co-branding. It concludes by covering the importance of branding for businesses and in marketing.

1. AdvertisingAND
BRANDING
Presented by Rajput Swechchha
MHA 2nd year (3rd SEM)
Padmashree college of hospital administration

2. Advertising
• Integrated Marketing Communication Tools (IMC) is a marketing tool that consists
of various elements that is used as a promotional technique.
• Companies relied primarily on their advertising agencies initially for all marketing communication
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.

3.  An advertising plan matches the right audience to the right message and presents it
in the right medium to reach that audience & has three elements.
Media
Strategy
• When & where
will you reach
them?
Targeting the
Audience
• Whom are you
trying to reach?
Message
Strategy
• What do you say
to them?

4. CLASSIFICATION OF
ADVERTISING
On
geographical
basis
On demand
basis
On target
group
On service
basis
• Global
• National
• Regional
• Local
• Product
demand
• Brand
demand
• Consumers
• Professional
• Hotel services
• Education services
• Transportation services
• Hospitality services

5. TYPESOFADVERTISING
 Product advertising—Tries to sell a specific product to final users or
channel members
• Pioneering advertising builds primary demand.
• Competitive advertising builds selective demand
 Corporate/institutional advertising—Tries to promote an organisation's
image, reputation or ideas—rather than a specific product

6. IMPORTANCEOFADVERTISING
• Delivering the proper message to customers
• To convince customers that a company’s services or products are best
• Enhance the Image of company
• Demonstrate new uses for established products to hold existing customers

7. FUNCTIONs OFAdvertisement
• Builds awareness of products and brands Creates a brand image.
• Provides product and brand information Persuades people
• Provides incentives to take action Provides brand reminders
• Reinforces past purchases and brand experiences

8. ADVERTISING
GOALS
Markets
Motives
Media
Measurements
Merchandise
Messages

9. Role Of Advertising
Marketing Role
Communication Role
Economic Role
Social Role

10. MARKETING
ROLE
• The process a
business uses to
satisfy consumer
needs by
providing goods
and services
• Product category
• Target market
• Marketing mix
Brand
COMMUNICATION
ROLE
• Can reach a
mass audience
• Communication
• Introduces
products
• Explains
important
changes
• Reminds and
reinforces
• Persuades
ECONOMIC
ROLE
• Moves from being
informational to
creating demand
• Advertising is an
objective means
for providing
price- value
information,
thereby creating a
more rational
economy
SOCIAL
ROLE
• Informs
consumers about
innovations and
issues
• Mirrors fashion
and design trends
• Teaches
consumers about
new products
• Helps shape
consumer self-
image
• Perpetuates self-
expression

11. • Uses advertising to send out a message about its products
• Initiates the advertising effort by identifying a marketing problem
• Approves audience, plan and budget
• Hires the advertising agency

12.  Has strategic and creative expertise, media
knowledge, workforce talent, and negotiating abilities
• Advertising department
• In-house agency

13. • The channels of communication that carry the message to the audience
• Are also companies or huge conglomerates
• Mass media advertising can be cost effective because the costs are spread over the large number of
people the ad reaches

14. • Assist advertisers, agencies, and the media in creating and placing the ads.
• Vendor services are often cheaper than those in-house

15. • The desired audience for the advertising message
• Data-gathering technology improves accuracy of information about customers
• Advertisers must recognize the various target audiences they are talking to and
know as much about them as possible

16. Components of
Advertisement
STRATEGY
• The strategy is the logic and planning behind
the ad that gives it direction.
• Advertisers develop ads to meet objectives.
• Advertisers direct ads to identified audiences.
• Advertisers create a message that speaks to
the audience’s concerns.
• Advertisers run ads in the most effective
media.
• The central idea grabs the consumer’s
attention and sticks imemory.
• Planning strategy require creative problem
solving.
• Research involves creativity.
• Buying and placing ads requires creative
thinking.
CREATIVE IDEA
EXECUTION MEDIA
• Effective ads are well executed reflecting
the highest production values in the
industry.
• Clients demand the best production budget
allows
• Television, Internet, magazines, and
other media are used to reach a broad
audience.
• Deciding how to deliver the message
requires creativity.
• How you say something and where you
say it is just as important as what you
say.

17. • Branding is a commonly used trade practice by manufacturers of consumer and
industrial goods.
• Branding means giving an attractive name or symbol to the product by which it
will be identified in the market and remembered by traders and consumers.
• A brand means a name, term, symbol, mark, design or picture put on the
product itself.
• It is an identification market stamp. It gives independent status and identity to a
product.

18. “Words, letters, or symbols that make up a name used to identify and distinguish the firm’s
ferings from those of its competitors.”
According to Kotler and Armstrong: “ A brand is a name, term, sign, symbol, or design,
r a combination of these identifies the maker or seller of a product or service.”
According to Roy H. Williams, :“Branding is simply attaching something to your name.
brand is the sum total of all the mental associations, good and bad, that are triggered by a name.”
DEFINITIONS:

19. 4) “Branding simply involves developing and consistently communicating a group of positive characteristics that
consumers can identify with and relate to your name.”
5) According to Mud Valley: "Branding is the creation, development and maintenance of a
mutually-valuable relationship with a strategically selected group of customers, through the medium of a fresh
and compelling elaborated proposition that is delivered consistently over time by an artificial personality.”
6) Branding is the art of becoming knowable, likable and trustable.

20.  Corporate branding : Making the promise of quality products, service,
and delivery to customers. The intent is to attract new customers and create loyalty in past
customers. Corporate branding is nothing new; it’s been around as long as competition between
businesses has existed.
 Employer branding : Focusing on employees to understand the
vision, mission, goals, products, and services of the company. It is designed to educate
employees in order for them to uphold the corporate brand to their customers.

21.  CAUSE BRANDING: Attempting to attract customers by
associating the company with a cause or purpose that potential customers would find beneficial
to their personal goals or in line with their values. This might be a percentage contribution of
company sales to charitable organizations or donations to nature and wildlife preservation
councils.
 CO- BRANDING: Becoming more familiar to the consumer all the
time. These include, for example, mini-marts attached to gas stations, banking facilities within
grocery stores, and Laundromats attached to anything from bowling alleys to family
entertainment centers. This branding falls in the “one- stop shopping” category.

22.  Spirit Branding : Hit the consumer market big time by selling
soft drinks with the slogan of I’d like to teach the world to sing . . . . It’s that “get a good
feeling” from using our product approach. The world looks brighter and things just go
better when you start your morning off with our product.
 Community Branding – Showing the collective
good a company can do for the community in which it and its employees reside.
• This branding can include company and employee outreach programs to help the
needy, support the elderly, contribute to public education, or provide emergency
relief and jobs for the unemployed.
• It’s a promise to the people in the community that this company will be a beneficial
partner to them.

23.  CULTURE BRANDING: Another method of branding, branding to
employees may be something new to consider in waging war against sagging
morale and high employee turnover.
• Culture branding is making promises to employees concerning their working environment and
relationship to their leaders and managers.
• In this case, “promises” are different from guarantees and opportunities in that they are offered free
of encumbrances other than taking advantage of them through either purchase and use or employment
agreement.

24.  Successful branding is a process that generates revenue that cannot be counted, it creates a reputation
that
is felt not seen, it is an asset that one cannot show on a balance sheet.”
• Branding creates favorable images of the product.
• Favorable branding facilitates sales promotion in specific
• segments or in the whole market available for the product.
• It helps the advertiser to face market competition and brand wars effectively.
• Branding helps receiving of customer acceptance.
• It helps in creating consumer loyalty and winning their confidence.
• It increases popularity and prestige.

25.  Importance of Branding your Business:
From the point of view of a business, the process of branding involves making of a
trademark and a good name. A registered trademark and a name ensures individuality and
uniqueness of a particular product or family of products. The primary advantage of branding is that
it is safeguarded from unlawful activities and at the same time, it is also a way of developing a
good reputation in the market.
 Importance of Branding in Marketing:
In the field of marketing, the brand name plays an important role as it helps the people
to promote the brand name and its merits quite easily.
 Importance of Branding in Advertising:
Advertising is often considered to be a part of marketing however, branding a
particular product helps the advertisers to provide attractive logo and advertisements. As
a brand name can never be copied, advertisers face lesser heat from unauthenticated
advertisements, effectively, their advertisement creation gets protected.

26. clearly define the target audience
understand the target customer
understand the competition
design compelling brand intent
identify key leverage points in customer experience
execute the branding strategy
establish feedback system

27. 1.)Wide market: A manufacturer gets national market due to branding as consumers support branded
products extensively. He can even create a special demand for his brand through sales promotion
techniques.
2) Effective publicity: Branding and advertising go together. Branded goods can be advertised effectively.
This bring popularity to products and raises sales. It is possible to create monopoly in the market for
branded goods. Consumers remember their favorite brands and purchase products on brand names.
Branding is also useful for making advertising
campaign effective.

28. 3)Support from traders in marketing: Traders are interested in selling branded goods due to various advantages
like regular demand and quick sale. This enables a manufacturer to capture the market and secure more profit.
4) Control on marketing: A manufacturer can maintain effective control on the marketing of branded goods. This
is possible as quality, price, etc., are fixed by the manufacturer himself and middlemen are not given any scope for
unfair practices like adulteration and price rise. Thus manufacturer gives protection to consumers in the case of
branded goods.
5) Reputation to manufacturer: A well promoted brand earns reputation in the market and builds up a bright image
of his organization around the brand. It enables a manufacturer to make national advertisement and create
popularity at the national level.

29. 6) Product differentiation and independent status: A manufacturer can give
independent status to his product through branding. A brand suggest individual distinctive
features of the product. Due to branding, a manufacturer is in a position to isolate his product from
those of others (i.e., competitors) and then make it popular in the market.
 Branding facilitates product differentiation it gives specific identify to a product which
makes the product different from other identical products. For example, “Lux” as a brand/
trademark makes it different from other soaps available in the market.
7) Stability to sale: branded goods provide stable sale over a long period. This is due to
loyalty and confidence of consumers in the case of branded goods. Consumers always give
support to branded goods.

30. 8) Introduction of new products: A manufacturer of a popular brand article can bring supplementary or even
a new product in the market easily, quickly and with confidence. this facilitates easy extension of product line.
9) Limited dependence on middlemen for marketing: Branded goods require limited salesmanship at the
retailer level. These goods have support from consumers and naturally the manufacturer is not at the mercy of
middlemen
for marketing.

31.  If you wish to create and maintain a strong brand presence, it can
involve a lot of design and marketing costs. A strong brand is
memorable, but people still need to be exposed to it, this often
requires a lot of advertising and PR over a long period of time,
which can be very costly.
COST:
There are also costs involved with the creating of a brand image
or logo (Paying for a designer, printing new letterheads/business
cards etc.), and although most of these are only one off costs, they
are still relatively large for most small businesses.
 The exposure of your brand can be left to word of mouth,
this will save you money, but will also greatly slow down the
exposure your brand receives.

32.  The process of creating a brand will usually take a long period of time. As
well as creating a brand and updating your signs and equipment (e.g. Stationary,
vehicles etc.), you need to expose it to your potential customers.
 It is commonly shown that people need to see an advert at least three
times before they absorb it, which means you will need to advertise and promote
the brand for a considerable amount of time before it will become well known.
TIME SCALE:

33. IMPERSONAL:
One of the main problems with many branded businesses is that they lose their personal
image. The ability to deal on a personal basis with customers is one of the biggest advantages small
business have, and poorly designed branding could give customers the impression that your business
is losing its personal touch.
FIXED IMAGE:
Every brand has a certain image to potential customers, and part of that image is about
what products or services you sell. If you are known for selling just one product, and you want to sell
another product, will you be able to do so effectively? If you sell computers, would your brand name be
suitable for selling vacuum cleaners? If your brand is focused too strongly on one product, it can limit
your ability to sell other products.

34.  traditional method(word of mouth) 69.3% of the respondents say that they prefer healthcare services through word of
mouth.
 Advertisements have medium influence when it comes to availing healthcare services.
 Private healthcare providers are preferred more . people prefer private healthcare service provider(70.7% )
56% of the people prefer sometimes online websites or apps for healthcare related information which shows that the social
media as a tool in IMC is gaining popularity.
 Product information is given at most importance in the advertisements (63%)
5.7% of the people have come across the advertisements related to healthcare services through internet followed by 34.7%
through television, print media(10.7%) . internet as a communication channel is gaining popularity .
 IMC tools – advertising can be seen as a growing tool to communicate health related information to the consumers.
Internet, television advertisements is most common tool used to create awareness.

35.  In the healthcare industry, patients choose brands consulting their friends, colleagues and family before going
to a doctor.
 The word TRUST rules the health care industry.
 Branding of service sector especially Healthcare & Hospitals is different as it is mainly dependent on word of
mouth and patient satisfaction.
 Investment in Branding gains consumer confidence, leads to an increase in the market share, enhanced
loyalty, and accelerated revenue growth.
 By establishing strong brand image, the frequency of the patients to the hospital will be increased.
 Branding of the Hospitals is to recall the service provided and service provider through core benefits,
tangible benefits and intangible benefits.

36. REFERENCES:
Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 49
Marketing Management
- Philip Kotler Prentice Hall of India Pvt.
EXCELInternationalJournalofMultidisciplinaryManagementStudies ISSN2249-8834EIJMMS,Vol.4 (3), MARCH (2014)
Online available at zenithresearch.org.in

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