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ADVERTISING
MANAGEMENT
BBA -301
Prof. Sudheer Kumar (DIMS)
Advertising
 Introduction
 Meaning of Advertising - Advertising is an
activity of attracting public attention to a product,
service, or business as by paid announcements in
the print, broadcast, or electronic media.
 Definition of Advertising - "Advertising is the
non-personal communication of information
usually paid for and usually persuasive in nature
about products, services or ideas by identified
sponsors through the various media." Now let's
take this statement apart and see what it means.
Definitions
 According to Richard Buskirk, "Advertising
is a paid form of non-personal presentation
of ideas, goods or services by an identified
sponsor."
 According to Wheeler, "Advertising is any
form of paid non-personal presentation of
ideas, goods or services for the purpose of
inducting people to buy."
Examples of Advertising
Elements of Advertising
 Non-personal
 Communication
 Paid For
 Persuasive
 Identified Sponsors
5M’s of Advertising
 5 M’s OF ADVERTISING
 MISSION
 MESSAGE
 MONEY
 MEDIA
 MEASURE MENT
 1.Mission– the main idea or selling proposition
that they want to propagate to the target
 2. Money – factors such as market share and
consumer base play a significant role in budget
allocation for an advertisement
 3. Message– needs to come up with a tagline and
a campaign
 4. Media– the mode of communication the reach
and the impact , the timing
 5. Measurement-impact of the advertisement
through;
 Market research and, by analyzing sales figures.
5 Key players of Advertising
 1. Advertiser (client)
 • Uses advertising to send out a message
about its products
 • Initiates the advertising effort by
identifying a marketing problem
 Approves audience, plan Hires the advertising
agency
 2. Advertising Agency
 Has strategic and creative expertise,
 media knowledge,
 workforce talent, and
 negotiating abilities with the Advertising
department
 3. Support Organizations (Suppliers)
 Assist advertisers, agencies, and the media in creating and
placing the ads
 • Vendor services are often cheaper than those in-house
 4. The Media– 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
 5. The Consumers- 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
Objectives of Advertising
 1.To make an immediate sale.
 2.To build primary demand.
 3.To introduce a price deal.
 4.To build brand recognition or brand
insistence.
 5.To help salesman by building an
awareness of a product among retailers.
 6.To create a reputation for service,
reliability or research strength.
 7.To increase market share.
Classification of Advertising
 India’s 10 leading advertisers by media spend:
 Hindustan lever
 Paras pharmaceuticals
 Procter and gamble.
 Coca – cola company
 Godrej industries
 Colgate – Palmolive
 Pepsico
 Nirma chemicals
 Nestle
 Dabur India
 Leading advertising companies in India
 Ogilvy and mather
 J walter Thompson India
 Mudra communication
 FCB Ulka advertising limited
 Erickson India ltd.
 Leo Burnett India pvt ltd.
Types of advertising
 Interactive advertising: is the great way to engage
with consumer. Brands tell stories, enhance word
of mouth and get personal in ways that they just
haven’t been able to do before. For example:
 Volkswagen- in advt. inside a conventional
magazine asked readers to download an
application and take your phone for a test drive
along road fold out in magazines.
 Reebok shoe making company placed a shoe and
a speed meter on a road that the person whose
speed will be high they gave shoes to that person.
 Covert advertising: in this the product or a
particular brand is incorporated in some
movies, television shows, in sports like pizza
in movies, various brands of cars and bikes
etc.

 Surrogate advertising: in cases where
advertising of a particular product is banned by
law and companies use other products to
advertise company for e.g. products like
cigarettes, or alcohol.

 Institutional advertising: done by the
institutions to make people know about their
products services like SBI bank, various
colleges etc.
 Public service advertising: advertising that
shows various public welfare campaigns like
polio campaign, Swatchh Bharat Abhiyan that
shows social responsibility
Nature of advertising
 Attention seeker
The term ‘advertising‘ is derived from the Latin word ‘advertere’ that means ‘to turn
the attention’. Every piece of advertising attempts to seek the attention of your
audience towards a product or service.
 Has a unique selling proposition​
​Often, the​ advertiser need to ​have​ a unique selling proposition (USP)​. This unique
selling proposition makes the product or service stand out of the crowd. Advertising
attempts to persuade and influence the audience through the different kinds of
appeal.
 Visually attractive
The visual and non-verbal elements play a dominant role in advertising. An eye-
catching advertisement uses crisp information and focuses on the visual treatment to
convey the message. The visual elements used in the advertisements not only
convey the information, but also tell a story.
 Consumer oriented
Advertising broadens the knowledge of the consumers. With this nature of
advertising, consumers can have the know how of the products, brands or
services ​that ​exist in the market. In fact, every product or service is designed in a
way to keep the consumers satisfied.
 Uses various media
​Apart from print platforms like newspapers and magazines, its presence can now
also be seen in audiovisual platforms like, films, hoardings, banners and many such
promotional campaigns.
Scope of advertising
 Scope of advertising
 Institutional : promotes institution or organization
image, ideas.
 Advocacy : promotes company position on a public
issue.
 Product: its features uses and benefits.
 Competitive : various special features that differentiate
from competing brand.
 Comparative : compare two or more brands on the
basis of one or more product characteristics.
 Reinforcement: assure user about the product and
services that they made the wise decision by buying a
product or service. Make customers feel good.
Importance of advertising
 For advertiser
 Increases sales turnover: growing demand of the
product leads to the more sale of the profit.
 Maximizes profits: more sales leads to the profit
maximization.
 Maintain the existing market and explores for new.
 Innovation.
 Creates demand.
 Maintains goodwill of the firm and gains customers
loyalty.
 Advertising helps in knowing the competitors and
helps in making plan.
 For consumers
 More choice of brands.
 Better quality of product.
 Reasonable rates.
 Saves good deal of time.
 More variety and services
 For society
 Uplifts the living standards.
 Generate employment opportunities.
 Provide new horizons of knowledge: various
classified, job ads, tenders, matrimony all find
at one place.
 Upholds culture of the nation. (Reflects and
influence society).
 Educates society on various social issues.
Social and Economical Aspects of
Advertising
 Economic role of Advertising
 Value of Products
 Effect on Prices
 Effect on consumer demand and choices
 Effect on business cycle
 Social role of Advertising:
 Deception in Advertising
 The Subliminal Advertising
 Effect on Our Value System
 Offensiveness
Ethics in Advertising
Truthfulness in advertising
 1.Discouraging deceptive business
practices;
 2.Encouraging the provision of accurate
and truthful information;
 3.Enhancing competition by ensuring a
level playing field; and
 4.Enabling informed consumer choice.
 5.The Dignity of the Human Person
 6.The dignity of human beings should be
respected; advertisements should not
insult the dignity of human beings;
 7.Different cultures and ethnic groups
should be presented in advertising as
equal with the majority of the population;
 8.Special care should be given to weak and
vulnerable groups like - children, poor
people, or elderly people.
 9.Advertising and Social Responsibility
 Advertising has a strong social responsibility,
independent of its known commercial
responsibility. Advertisers should have a
deeper sense of social responsibility and
should develop their own set of ethical and
social norms taking into consideration the
values of their society.

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Advertising management Introduction

  • 2. Advertising  Introduction  Meaning of Advertising - Advertising is an activity of attracting public attention to a product, service, or business as by paid announcements in the print, broadcast, or electronic media.  Definition of Advertising - "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." Now let's take this statement apart and see what it means.
  • 3. Definitions  According to Richard Buskirk, "Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor."  According to Wheeler, "Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy."
  • 4.
  • 6. Elements of Advertising  Non-personal  Communication  Paid For  Persuasive  Identified Sponsors
  • 7. 5M’s of Advertising  5 M’s OF ADVERTISING  MISSION  MESSAGE  MONEY  MEDIA  MEASURE MENT
  • 8.
  • 9.  1.Mission– the main idea or selling proposition that they want to propagate to the target  2. Money – factors such as market share and consumer base play a significant role in budget allocation for an advertisement  3. Message– needs to come up with a tagline and a campaign  4. Media– the mode of communication the reach and the impact , the timing  5. Measurement-impact of the advertisement through;  Market research and, by analyzing sales figures.
  • 10. 5 Key players of Advertising
  • 11.  1. Advertiser (client)  • Uses advertising to send out a message about its products  • Initiates the advertising effort by identifying a marketing problem  Approves audience, plan Hires the advertising agency  2. Advertising Agency  Has strategic and creative expertise,  media knowledge,  workforce talent, and  negotiating abilities with the Advertising department
  • 12.  3. Support Organizations (Suppliers)  Assist advertisers, agencies, and the media in creating and placing the ads  • Vendor services are often cheaper than those in-house  4. The Media– 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  5. The Consumers- 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
  • 13. Objectives of Advertising  1.To make an immediate sale.  2.To build primary demand.  3.To introduce a price deal.  4.To build brand recognition or brand insistence.  5.To help salesman by building an awareness of a product among retailers.  6.To create a reputation for service, reliability or research strength.  7.To increase market share.
  • 15.  India’s 10 leading advertisers by media spend:  Hindustan lever  Paras pharmaceuticals  Procter and gamble.  Coca – cola company  Godrej industries  Colgate – Palmolive  Pepsico  Nirma chemicals  Nestle  Dabur India
  • 16.  Leading advertising companies in India  Ogilvy and mather  J walter Thompson India  Mudra communication  FCB Ulka advertising limited  Erickson India ltd.  Leo Burnett India pvt ltd.
  • 17. Types of advertising  Interactive advertising: is the great way to engage with consumer. Brands tell stories, enhance word of mouth and get personal in ways that they just haven’t been able to do before. For example:  Volkswagen- in advt. inside a conventional magazine asked readers to download an application and take your phone for a test drive along road fold out in magazines.  Reebok shoe making company placed a shoe and a speed meter on a road that the person whose speed will be high they gave shoes to that person.
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  • 20.  Covert advertising: in this the product or a particular brand is incorporated in some movies, television shows, in sports like pizza in movies, various brands of cars and bikes etc. 
  • 21.  Surrogate advertising: in cases where advertising of a particular product is banned by law and companies use other products to advertise company for e.g. products like cigarettes, or alcohol. 
  • 22.  Institutional advertising: done by the institutions to make people know about their products services like SBI bank, various colleges etc.
  • 23.  Public service advertising: advertising that shows various public welfare campaigns like polio campaign, Swatchh Bharat Abhiyan that shows social responsibility
  • 24. Nature of advertising  Attention seeker The term ‘advertising‘ is derived from the Latin word ‘advertere’ that means ‘to turn the attention’. Every piece of advertising attempts to seek the attention of your audience towards a product or service.  Has a unique selling proposition​ ​Often, the​ advertiser need to ​have​ a unique selling proposition (USP)​. This unique selling proposition makes the product or service stand out of the crowd. Advertising attempts to persuade and influence the audience through the different kinds of appeal.  Visually attractive The visual and non-verbal elements play a dominant role in advertising. An eye- catching advertisement uses crisp information and focuses on the visual treatment to convey the message. The visual elements used in the advertisements not only convey the information, but also tell a story.  Consumer oriented Advertising broadens the knowledge of the consumers. With this nature of advertising, consumers can have the know how of the products, brands or services ​that ​exist in the market. In fact, every product or service is designed in a way to keep the consumers satisfied.  Uses various media ​Apart from print platforms like newspapers and magazines, its presence can now also be seen in audiovisual platforms like, films, hoardings, banners and many such promotional campaigns.
  • 25. Scope of advertising  Scope of advertising  Institutional : promotes institution or organization image, ideas.  Advocacy : promotes company position on a public issue.  Product: its features uses and benefits.  Competitive : various special features that differentiate from competing brand.  Comparative : compare two or more brands on the basis of one or more product characteristics.  Reinforcement: assure user about the product and services that they made the wise decision by buying a product or service. Make customers feel good.
  • 26. Importance of advertising  For advertiser  Increases sales turnover: growing demand of the product leads to the more sale of the profit.  Maximizes profits: more sales leads to the profit maximization.  Maintain the existing market and explores for new.  Innovation.  Creates demand.  Maintains goodwill of the firm and gains customers loyalty.  Advertising helps in knowing the competitors and helps in making plan.
  • 27.  For consumers  More choice of brands.  Better quality of product.  Reasonable rates.  Saves good deal of time.  More variety and services
  • 28.  For society  Uplifts the living standards.  Generate employment opportunities.  Provide new horizons of knowledge: various classified, job ads, tenders, matrimony all find at one place.  Upholds culture of the nation. (Reflects and influence society).  Educates society on various social issues.
  • 29. Social and Economical Aspects of Advertising  Economic role of Advertising  Value of Products  Effect on Prices  Effect on consumer demand and choices  Effect on business cycle  Social role of Advertising:  Deception in Advertising  The Subliminal Advertising  Effect on Our Value System  Offensiveness
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  • 36. Truthfulness in advertising  1.Discouraging deceptive business practices;  2.Encouraging the provision of accurate and truthful information;  3.Enhancing competition by ensuring a level playing field; and  4.Enabling informed consumer choice.  5.The Dignity of the Human Person
  • 37.  6.The dignity of human beings should be respected; advertisements should not insult the dignity of human beings;  7.Different cultures and ethnic groups should be presented in advertising as equal with the majority of the population;  8.Special care should be given to weak and vulnerable groups like - children, poor people, or elderly people.  9.Advertising and Social Responsibility
  • 38.  Advertising has a strong social responsibility, independent of its known commercial responsibility. Advertisers should have a deeper sense of social responsibility and should develop their own set of ethical and social norms taking into consideration the values of their society.