The document discusses promotion and the elements of a promotion mix. It focuses on advertising as an element. Advertising is defined as a paid, impersonal form of communication used to promote goods and services. The promotion mix refers to the combination of promotional tools like advertising, sales promotion, personal selling, and publicity that an organization uses. Advertising creates brand awareness among consumers but can also confuse buyers and add unnecessary costs.

1. IV PROMOTION

2. PROMOTION
Promotion is a process of
communication involving information,
persuasion and influence. Thus promotion
means informing customers about the
product and service and stimulating them
to buy it. It includes all activities that are
undertaken to increase sale.
Promotion mix refers to combination of
promotional tools used by an organization
to achieve its communication objectives.

3. ELEMENTS OF
PROMOTION MIX
ADVERTISING
SALES PROMOTION
PERSONAL SELLING
PUBLICITY

5. Advertising is impersonal form of
communication, which is paid for by the
marketers to promote some goods or
service

6.  “Advertising is any paid form of non-personal
presentation and promotion of ideas, goods or
services by an identified sponsor” - American
Marketing Association
 “Advertising is mass communication of
information intended to persuade buyers as to
maximize profits”
 –Little Field

7.  Paid form
 Impersonality
 Identified sponsor

8. It is a mass non personal communication
reaching large group of
buyers. The advertiser has no face to face contact
with the public/customers. It create awareness
among the consumers about the product.

9. Advertising is a paid form and hence
commercial in nature. The advertiser has to
pay to the advertising media for the space
or time used to communicate the message
to customers.

10. 3. Identified Sponsor
Advertising is identifiable with its
sponsoring authority or advertiser. It
should discloses the sources of opinions
and ideas, it presents.

12. Trade Mark
When a brand name or brand mark is given
legal protection ,It is called trade mark. Trade
mark is a legal term. It refers to the
manufacturer’s legal right to use a brand name
or brand mark. A registered brand is a trade
mark. Therefore all trade marks are brands. But
all brands are not trade marks.

13.  Helps in introducing new products
 Create new taste among the public
 Assist to increase the sale of existing
products
 Helps in steady demand for the product
 Helps in meeting the competition in the
market
 Helps in increasing goodwill
 Increases the morale of employees

14. Benefits to consumers
1. Advertising makes purchasing easy for the
consumers
2. It saves time and efforts in selecting the
products
3. IT educates the consumers about the
various use of goods and also how to use
them.
4. It compels the producer to maintain high
standard.
5.Advertising creates a direct link between
producer and consumer. So it eliminates
middlemen.

16.  It educate people about the various uses of
different products

18.  It multiplies the needs of the people
 Customer has to pay more for the product
advertised.
 When the demand is inelastic advertising
shifts demand from one producer to
another
 It lead to monopoly of a brand
 A large number of advertisement either
escape attention of the people or are
ignored by them
 Some times, advertisement undermines
ethical and aesthetic values.

20. OBJECTIONS TO ADVERTISING
• Adds to cost:-Advertising unnecessarily adds to
the cost of product which ultimately pass on to
the customers.
• Undermines social Values:- Advertising
undermines social values and promotes
materialism .It breeds discontent among people
as they come to know about new products and
feel dissatisfied.

21. OBJECTIONS TO ADVERTISING
• Confuses the buyers:-Advertisement of many
products make confusion in the mind of consumers.All
advertisers make similar claims about their product ,so
that consumers will be in utter confusion
• Encourages sales of inferior products.
Advertising does not distinguish between superior
and inferior products and persuade people to
purchase even the inferior products