advertising 11

8/14/2019 Advertising 11

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DHARMVEER PRATAP SINGHCHETAN SHARMA

ADVERTISING.


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All about Advertising.

Advertising- Any paid form of non personal presentation

and promotion of ideas, goods, or services by an identified

sponsor.

Advertising a creativity exercises.

Marketing communications tools.

The most popular mass-communications tool.


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Knowing types of Advertising byPurpose.

1.Primary-Demand Advertising. Primary demand

advertising is advertising aimed at increasing the demand

for all brands of a product within a specific industry.

Trade and industry associations are the major users ofprimary-demand advertising.Their advertisementspromote broad product categories without mentioning

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2. Selective Demand Advertising. Selectivedemand (or brand) advertising is advertising that is used tosell a particular brand of product. It is by far the mostcommon type of advertising, and it accounts for the lionsshare of advertising expenditures.

Selective advertising that aims at persuading consumers tomake purchases within a short time is called immediate-response advertising.

Selective advertising aimed at keeping a firms name orproduct before the public is called reminder advertising.

Comparative advertising compares specific

characteristics of two or more identified brands.

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3. Institutional Advertising. Institutional

advertising

is advertising designed to enhance

a firms image or reputation.


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IMPORTANT DECISIONS

BEFORE ADVERTISING.

PRODUCT TYPE.

BUDGET OF ADVET TISMENT.

LOCATION. CHOOSING RIGHT MEDIA.


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DECIDING ON MEDIA ANDMEASURING EFFECTIVENESS

After choosing the message, the advertisers next

task is to choose media to carry it. The stepshere are Deciding on desired reach, frequency,

and impact; Choosing among major media types

selecting specific media vehicles; Deciding onmedia timing; and


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ADVERTISING MEDIAS

I. Newspapers. Newspaper advertising accounts foralmost one-fourth of all advertising expenditures.


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II. Magazines.The advertising revenues of magazineshave been climbing..


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III.Direct Mail. Direct-mail advertising is promotionalmaterial mailed directly to individuals.


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IV. Outdoor Advertising. Outdoor advertising

consists of short promotional messages on

billboards,posters, and signs.


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.V. Television.Television ranks number one intotal revenue.


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VI. Radio. Advertisers 8 percent of total expenditures, on radio

advertising Like magazine advertising, radio advertising offers

selectivity.


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VII. Internet. The Internet is the newest

advertising medium and is growing in

popularity. Thereare

five types of Internet advertisements


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ADVERTISMENTS

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