The Presentation gives the reader a brief introduction on Advertising and Sales Promotion.

2. Unit 1
ADVERTISING

3. Definition
 The word advertising originates from a Latin word
advertise, which means to turn to. The dictionary meaning
of the term is “to give public notice or to announce
publicly”.
 Advertisement is a mass communicating of information
intended to persuade buyers to by products with a view to
maximizing a company's profits. The elements of
advertising are:
 (i) It is a mass communication reaching a large group of
consumers.
 (ii) It makes mass production possible.
 (iii) It is non-personal communication, for it is not
delivered by an actual person, nor is it addressed to a
specific person.

4.  (iv) It is a commercial communication because it is
used to help assure the advertiser of a long business
life with profitable sales.
 (v) Advertising can be economical, for it reaches large
groups of people. This keeps the cost per message low.
 (vi) The communication is speedy, permitting an
advertiser to speak to millions of buyers in a matter of
a few hours.
 (vii) Advertising is identified communication. The
advertiser signs his name to his advertisement for the
purpose of publicizing his identity.

5.  Advertising is a means of communication with the
users of a product or service. Advertisements are
messages paid for by those who send them and are
intended to inform or influence people who receive
them, as defined by the Advertising Association of the
UK.
 Advertising is a marketing communication that
employs an openly sponsored, non-personal message
to promote or sell a product, service or idea. Sponsors
of advertising are typically businesses wishing to
promote their products or services.


6. Objectives of Marketing
 The basic objectives of an advertising programme
may be listed as below:
 (i) To stimulate sales amongst present, former and
future consumers. It involves a decision regarding the
media, e.g., TV rather than print ;
 (ii) To communicate with consumers. This involves
decision regarding copy ;
 (iii) To retain the loyalty of present and former
consumers. Advertising may be used to reassure
buyers that they have made the best purchase, thus
building loyalty to the brand name or the firm.

7.  (iv) To increase support. Advertising impliedly bolsters
the morale of the sales force and of distributors,
wholesalers, and retailers, ; it thus contributes to
enthusiasts and confidence attitude in the
organizational. :
 (v) To project an image. Advertising is used to promote
an overall image of respect and trust for an
organization. This message is aimed not only at
consumers, but also at the government, shareholders,
and the general public.

8. Role of Advertising
Advertising plays following major roles in the business
world
 Marketing Role – advertising plays a big role in
marketing the products, services, company. As we all
know, marketing is a business process that aims to
satisfy the consumer needs and wants through goods
and services. And in order to do so, advertising lets the
message out to take that big role in marketing to
promote the goods and services.

9.  Communication Role – no product and/or service
can move without the proper dissemination of
information. This is one role of advertising that
transmits the needed information about the goods or
services to the target market.
 Economic Role – advertising plays a big part in the
price elasticity of products and services
 Societal Role – shows what the trend in the society is
or what could be the next big thing in the society. It
can be both reflecting the society or start to engage
what the society can expect in the near future.

10. Functions of Advertising
The main functions of advertising is as follows,
 COMMUNICATION WITH CONSUMERS
The main function of advertising is to
communicate with consumer’s area to increase the sale
of products and services and economy expands, the
manufacturer should get profits.
 CONTRIBUTION TO ECONOMIC GROWTH
Advertising contributes to economic growth to
expand the market and market segments for new
products. Company invests in research and
development to develop a new product and how to
increase their purchasing sales.

11.  PERSUATION (INFLUENCE)
Advertising is to influence the opinion of the
customers to buy a product/service. The planned
persuasion is to agree the customers to purchase our
products in a satisfaction manner.
 CATALIST FOR CHANGE
Creativity in advertising leads to the discovery of
new relationships can change the perception. The
originality of message communicated and eventual
effect on consumer’s standard of living. The ability of
changes can from originality innovation and
imagination of advertising.

12.  STIMULATES DEMAND
Inform the consumers about the availability of
product in the market. The general agreement of
advertising has some effect on aggregate consumption.
 DEVELOPS BRAND PREFERENCE
Advertising develops brand preference of the
product for brand trail. The products delivered the
quality, service and value these should satisfy the
customers. The satisfied customers develop the brand
preference with strong brand preference.

13.  REDUCES COSTS
Advertising is the instrumental in production and
selling costs these by increasing unit sales decreases unit
costs. By using advertising we should reduce the cost of the
product for remove stain on the sales persons.
 LOWER PRICES
In competitive economy the unit cost of product goes
down it will effect on both internal and external factors.
Then the companies should decrease the prices and it is
advantage to the customers.
 BUILD BRAND IMAGE
Advertising plays an important role in building the
brand image of the products. Consumers develop mental
images of brand that may appeal to the different market
segments. If helps in building brand loyalty.

14.  COMPETITIVE WEAPON
Advertising is a competitive weapon it builds a brand
image and creates a value to the product for promotion. It
helps to differentiate a company’s offer having the unique
value having a definite identity.
 INNOVATION
Advertising encourages the innovation of the new
product development. Advertising generate the product
demand to attract the large number of customers and
encourage the competition of the product in marketing.
 GROWTH OF MEDIA
Advertising plays a crucial role to the growth of media
for raising the revenues. This may help in introducing more
publications and it will lead to the expansion of media.

15. Media
 Media is the plural form of medium, which (broadly
speaking) describes any channel of
communication. This can include anything from
printed paper to digital data, and encompasses art,
news, educational content and numerous other forms
of information.

16. Type of Media Outlets
While just a few years ago marketers needed to be aware
of only a few media outlets, today's marketers must be
well-versed in a wide range of media options. The
reason for the growing number of media outlets lies
with advances in communication technology, in
particular, the Internet.
The number of media outlets will continue to grow as
new technologies emerge.

17. leading media outlets
1. Television
2. Radio
3. Print Publications
4. Internet
5. Direct Mail
6. Signage
7. Product Placement
8. Mobile Devices
9. Sponsorships

18. Television Advertising
 Television advertising offers the benefit of reaching
large numbers in a single exposure. Yet because it is a
mass medium capable of being seen by nearly anyone,
television lacks the ability to deliver an advertisement
to highly targeted customers compared to other media
outlets. Television networks are attempting to improve
their targeting efforts. In particular, networks
operating in the pay-to-access arena, such as those
with channels on cable and satellite television, are
introducing more narrowly themed programming (i.e.,
TV shows geared to specific interest groups) designed
to appeal to selective audiences. However, television
remains an option that is best for products that
targeted to a broad market.

19. Radio Advertising
 Promotion through radio has been a viable advertising
option for over 80 years. Radio advertising is mostly local
to the broadcast range of a radio station, however, at least
three options exist that offer national and potentially
international coverage.
 First, in many countries there are radio networks that use
many geographically distinct stations to broadcast
simultaneously.
 Second, within the last few years the emergence of radio
programming delivered via satellite has become an option
for national advertising.
 Finally, the potential for national and international
advertising may become more attractive as radio stations
allow their signals to be broadcast over the Internet.

20. Media Planning
 Media planning is the process of determining how,
when, where, and why your business shares media
content with your audience. The process includes
deciding what media will be shared and which
channels you’ll use to boost reach, engagements,
conversions, ROI, and more.

21. What is a Media Plan?
 An effective media plan will result in a set of advertising
opportunities that target a specific audience and fit in with
the organization’s marketing budget. When establishing a
media plan, marketers will often factor in the following
considerations:
 Who does the ad need to reach?
 What is the marketing budget?
 Conversion goals
 Frequency of the message
 Reach of the message
 How to define success

22. Media Planning Process
 Conduct market research.
 State your media planning objective.
 Create your media plan using a template.
 Implement your media plan.
 Evaluate your success

23. Conduct market research
 The first thing you’ll want to do when developing your
media planning process is conduct market research.
Market research allows you to tailor the content you
create and the media plan you implement to your
target audience and customers.
 With this information, you can determine what media
will reach, resonate with, and convert your audience.
In addition, it’ll help you decide about the platforms
and channels you will use to publish and share your
content.

24. State your media planning
objective.
 When planning a media campaign, keep a goal in
mind to help you navigate the process effectively.
Moreover, goals can help you know what content types
and platforms you can say "no" to.

25. Create your media plan using a
template.
 Media planning templates ensure you stay efficient
and effective while working on all aspects of your
media content. They keep your media content
organized while publishing and sharing it among your
audience members.
 Due to the variety of templates available for different
types and parts of the media planning process, the
templates you incorporate will be unique to your
business. Don’t be afraid to experiment with or
combine different templates.

26. Implement your media plan.
 Ensure all parties who should be aware of the plan
have the necessary details to help you execute
accordingly.
 In addition, share the contact details of the media
planning coordinator in your company, in case anyone
has questions or comments.

27. Selection of Advertising Media for
a Company
 1. Objectives of Firm
 2. Costs Media and Company’s Financial Position
 3. Reach or Number of People Exposed to the
Message
 4. Company’s Advertising Policy and Approach
 5. Type of Buyers
 6. Condition under which Customers are
Influenced
 7. Circulation/Coverage
 8. Repetition or Frequency

28.  9. Credibility and Image of Media
 10. Past Experience
 11. Experience of other Companies
 12. Expert Opinion
 13. Type of Advertising Message
 14. Others:
Apart from above mentioned factors, there are certain factors
that affect media selection decision.
They are listed as under:
 a. Effectiveness of Media
 b. Availability of Media
 c. Government Rules and Regulations
 d. Time and Place
 e. Type of Products, etc.