Advertising

1. ADVERTISING
Dr. Gopal Thapa
Tribhuvan University

2. Advertising
 Derived from Latin word “Advertere” Ad verto
 Meaning: To turn the attention of somebody
towards something
 AIDA Model
 Attention
 Interest
 Desire
 Action
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3. Advertising
 Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods or
services by an identified sponsor. (Kotler)
 Advertising is all activities involved in presenting
to an audience a non-personal, sponsor-identified,
paid-for message about a product or an
organization (Stanton).
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4. Advertising
 Advertising is salesmanship in print or audio or
audio visual media
 Advertising is the magnate that motivates the
world of business
 Advertising is:
 Multi-dimensional
 A powerful marketing tool
 A component of economic system
 An art form
 An instrument of business management
 A field of employment
 A profession
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5. Features of Advertising
 Advertising involves cost
 Advertising has a message
 Advertising is non-personal
 Advertising has identified sponsor
 Advertising has objectives
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6. Elements of Advertising
(5 M’s of Advertising)
 Mission
 Money
 Message
 Media
 Measurement
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7. Objectives of advertising
 Information
 Persuasion
 Reminder
 Reinforcement
 Image building
 Competition
 Help other promotional tools
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8. Role of Advertising
 Benefits to firms
 Benefits to middlemen
 Benefits to consumers
 Benefits to society
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9. Benefits to Firms/Producer
 Sales and market share
 Brand image and positioning
 Competitive tool
 Maintain brand loyalty
 Sales force effectiveness
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10. Benefits to Middlemen
 Sales and profit
 Easy product recognition
 Promote sales service
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11. Benefits to Consumers
 Information and knowledge
 Freedom of choice
 Reduce risks
 Ego Enhancement
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12. Benefits to Society
 Change in attitudes and behavior
 Economic impact
 Education
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13. Types of Advertisements
 On the basis of target audience
 Consumer ad
 Business or trade ad
 Industrial ad
 Professional ad
 On the basis of intended action
 Direct action advertising
 Indirect action advertising
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14. Types of Advertisements
 On the basis of geographic coverage
 Local ad
 Regional ad
 National ad
 International ad
 On the basis of media
 Indoor ad
 Outdoor ad
 Direct ad
 Display ad
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15. Types of Advertisements
 On the basis of demand
 Primary demand ad
 Secondary demand ad
 On the basis of message size and cost
 Classified ad
 Unclassified ad
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16. Types of Advertisements
 On the basis of sponsor
 Producer ad
 Middlemen ad
 Individual ad
 Government ad
 Social ad
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17. Types of Advertisements
 On the basis of objectives
 Informative ad
 Persuasive ad
 Brand-building ad
 Reminding ad
 Competitive ad
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18. Types of Advertisements
 Others
 Product ad
 Service ad
 Bait and switch ad
 Blind ad
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19. Social and Legal Issues
in Advertising
 Advertising makes people to buy more than they
afford
 Advertising together with marketing
overemphasizes materialism
 Advertising increases the costs of goods and
services
 Advertising perpetuates stereotyping
 Advertisers create offensive advertisements
 Advertising promotes bad habit
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20. Social and Legal Issues
in Advertising
 Advertisers use unfair tactics
 Advertisers use deceptive and misleading ads
 Advertising professional service is unethical
 Advertising to children is unethical
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21. Key Players in Advertising
 Advertiser
 Media
 Advertising Agency
 Target audience
 Facilitators
 Government
 AAN (Advertising Association of Nepal)
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22. Role of Advertising Manager
 Preparing advertising budget
 Selecting ad agency
 Designing advertising strategy
 Supervising creative process
 Media planning and scheduling
 Evaluating the advertising results
 Making advertising understandable
 Administering advertising dept
 Control of advertising budget
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23. Functions of Advertising Department
 Planning
 Determining adverting objectives and goals
 Organizing and operation of administration
 Formulation of advertising budget
 Selection of advertising agency and coordination
 Fabricating the advertisements
 Selection of media and communication
 Evaluation and control
 Consulting with top management
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24. Organizing Advertising Department
 Organization by functions
 Organization by media
 Organization by product
 Organization by geographical area
 Organization by end-user
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25. Organization by Geographical Area
Advertising
Manger
Manager
Eastern Region
Manager
Central Region
Manager Mid-
western
Manager
Western Region
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26. Organization by Functions
Advertising
Manager
Copy
writer
Production
Manager Art Director Media
Manager
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27. Organization by Media
Advertising
Manager
Outdoor
Online
Newspaper
Magazine
Radio and
TV
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28. Organization by product
Advertising
Manager
Product A Product B Product C Product D
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29. Organization by End-user
Advertisin
g Manager
Consumer
Market
Industrial
Market
Agro
Market
Institutional
Market
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30. Advertising Agency
 An advertising agency is an independent
organization composed of creative and business
people who develop, prepare and place advertising
in advertising media for sellers seeking to find
customer for their goods and services.
American Association of Advertising Agencies
(AAAA)
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31.  Volney B. Palmer may have been the first person
to use the term “advertising agency” when he
opened America’s first in 1841.
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32. Features of Advertising Agency
 Independent organization
 Creative and business people
 Media link
 Work for advertiser
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33. Three Ps of Ad Agency
 Planning
 Preparing
 Placing
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34. Why Ad Agency?
 Quick adverting
 Attractive and economical adverting
 Saving of time and effort
 Right counseling and suggestion
 Easy removal or termination
 Remuneration
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35. Types of Advertising Agency
 Full service ad agency
 Media agents or independents
 Medium-sized ad agencies
 Creative boutique
 Digital advertising agency
 Traditional advertising agency
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36. Creative boutique
 Creative boutiques are agencies that specialize in
creative design services.
 These agencies were developed because some
companies prefer to monitor their success and
place advertisements on their own, but don’t have
the creative talent to produce the appropriate
designs and copy for them.
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37. Digital advertising agency
 Using a digital advertising agency may be the
more appropriate option for you and your
business.
 While digital ad agencies probably know a thing
or two about printed media, their heart lies in the
digital world.
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38. Digital advertising agency
 These agencies will be able to help you with
anything and everything on-screen, including:
 Search engine optimization (SEO)
 Social media marketing
 Web design
 Email marketing
 Content marketing
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39. Traditional advertising agency
 Traditional advertising agencies are less focused
on new, digital techniques and are instead focused
on traditional advertising techniques (hence the
name).
 Think radio, newspaper, television, magazine, and
even billboard advertisements.

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40. Media agents or independents
 A media buying agency works with you to place
your creative advertising materials in the most
optimal locations, whether they’re printed or
digital.
 These agencies will recommend a time frame in
which you should be advertising your product or
service and the amount your company should be
spending for the best results.
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41. Full service ad agency
 A full-service advertising agency is just what it
sounds like: an agency that does anything and
everything for their client.
 They offer a wide range of services for their
clients that work to address both digital and
traditional marketing and advertising aspects of a
company.
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42. Selection of Advertising Agency
 Suitability: location, policies, size, connections
 Service offered
 Quality of agency personnel
 Experience
 Costs
 Confidentiality
 Competitors’ ad agency
 Method of payment
 Record
 Management
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43. Thank you
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