advertising unit 1
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Unit- oneUnit- oneBy. NISCHAY UPAMANNYUBy. NISCHAY UPAMANNYU
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Ago 4000 B.C Egyptians used to make sales message andAgo 4000 B.C Egyptians used to make sales message and
wall poster. commercial message and political campaignwall poster. commercial message and political campaign
information used to be communicated in the time ofinformation used to be communicated in the time of
ancient Greece and Ancient Rome. When Gladiator fightancient Greece and Ancient Rome. When Gladiator fight
used to be conducted. Wall or rock painting was anotherused to be conducted. Wall or rock painting was anothercommon commercial advertising form, which is stillcommon commercial advertising form, which is still
present in parts of Asia, Africa and South America.present in parts of Asia, Africa and South America.
Gradually, as towns and cities began to expand, tradersGradually, as towns and cities began to expand, traders
started using images to associate their trade, such as astarted using images to associate their trade, such as aboot, a suit, a hat, a clock, a diamond, a horseshoe, aboot, a suit, a hat, a clock, a diamond, a horseshoe, a
candle or even a bag of flour.candle or even a bag of flour.
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The term of advertising is derived from a latin wordThe term of advertising is derived from a latin word
Advertere which means to turn attention towards aAdvertere which means to turn attention towards aspecific thing. The word advertising has been discussedspecific thing. The word advertising has been discussed
in the dictionary is as to announce, publicity or to givein the dictionary is as to announce, publicity or to give
public notice.public notice.
Advertising is the means by which goods or service areAdvertising is the means by which goods or service are
promoted to the public. The advertisers goal is topromoted to the public. The advertisers goal is to
increase sales of these good or service by drawingincrease sales of these good or service by drawing
people's attention to them and showing them in apeople's attention to them and showing them in a
favorable lightfavorable light..
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Any paid for non-personal presentation or promotion ofAny paid for non-personal presentation or promotion of
good, service and idea through mass media such asgood, service and idea through mass media such as
Newspaper, Television, Radio, Magazines and so on byNewspaper, Television, Radio, Magazines and so on by
and identified sponsor. The definition was given byand identified sponsor. The definition was given by
The means of advertising is to provide the mostThe means of advertising is to provide the most
persuasive possible selling message to the right prospectpersuasive possible selling message to the right prospect
at the lower possible cost.at the lower possible cost.
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: when the advertisement is created so some: when the advertisement is created so somefinancial cost is emerged, time as well as space throughfinancial cost is emerged, time as well as space throughthe advertising agencies those who create thethe advertising agencies those who create theadvertisement so the cost of advertisement has to paid toadvertisement so the cost of advertisement has to paid tothe respective agencies.the respective agencies.
: when the: when theadvertisement is created so the approach of creatingadvertisement is created so the approach of creatingadvertising to target group of the customer not anadvertising to target group of the customer not an
individual therefore we can say that advertisement isindividual therefore we can say that advertisement iscreated not for individual. It is created for targeting everycreated not for individual. It is created for targeting everyprospective customer.prospective customer.
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: advertisement is created to: advertisement is created to
keep the concept to communicate the product so thekeep the concept to communicate the product so the
every feature which may be used by the prospectiveevery feature which may be used by the prospective
customer are shown to attain the attraction from thecustomer are shown to attain the attraction from the
prospective customer through the product advertisement.prospective customer through the product advertisement.
when the advertisement of promoting any service sowhen the advertisement of promoting any service so
through the advertisement, prospect targeting customerthrough the advertisement, prospect targeting customer
are sought and same case of idea.are sought and same case of idea.
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: it is medium by which advertisement may: it is medium by which advertisement may
be made to reach or communicated all the prospect orbe made to reach or communicated all the prospect or
target customer in every corner of the entire world, masstarget customer in every corner of the entire world, mass
may be different type such as Television, Newspaper,may be different type such as Television, Newspaper,
Radio and magazines and so on.Radio and magazines and so on.
: the meaning of an identified: the meaning of an identified
sponsor is who want to communicate of paying somesponsor is who want to communicate of paying some
amount for generating demand from the side of theamount for generating demand from the side of thecustomer. They may be individual, product or servicecustomer. They may be individual, product or service
industry or government itself.industry or government itself.
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The goods and service to be advertisedThe goods and service to be advertised
Competition b/w different providers of the same kinds ofCompetition b/w different providers of the same kinds ofgoods or service, for which there needs to be a significantgoods or service, for which there needs to be a significant
potential market.potential market.
The means of advertising cheaply to large number ofThe means of advertising cheaply to large number of
peoplepeople A population with sufficient education to be able toA population with sufficient education to be able to
understand advertising message.understand advertising message.
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Element of marketing mixElement of marketing mix
Promotion mixPromotion mix
Mass communicationMass communication
Message to buyMessage to buy Paid activityPaid activity
SponsoredSponsored
Persuasive messagePersuasive message
Controlled time, place, message and DirectionControlled time, place, message and Direction IdentificationIdentification
Target groupTarget group
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An importantAn important
component of the marketing mix, advertising is a sort ofcomponent of the marketing mix, advertising is a sort of
marketing promotion. Price, product, promotion andmarketing promotion. Price, product, promotion andphysical distribution are the four main element ofphysical distribution are the four main element of
marketing. Without promotion mix other element ofmarketing. Without promotion mix other element of
marketing mix can not achieve their respective objective.marketing mix can not achieve their respective objective.
as personal selling, sales promotion,as personal selling, sales promotion,
publicity and advertising are the four main element in thepublicity and advertising are the four main element in the
promotion mix. Advertising has been considered as apromotion mix. Advertising has been considered as a
most effective method of promotion. It creates demandmost effective method of promotion. It creates demand
form customer for increasing sales volume and it reachesform customer for increasing sales volume and it reaches
customer quickly and effectively. While the other media ofcustomer quickly and effectively. While the other media ofpromotion are individual communication or face-to-facepromotion are individual communication or face-to-face
communication but advertisement is masscommunication but advertisement is mass
communication.communication.
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advertising agencies undertakingadvertising agencies undertaking
advertising activity charge the price of advertising on theadvertising activity charge the price of advertising on the
basis of personal agreements. Payment is made forbasis of personal agreements. Payment is made for
advertising. Space, time, language etc are sold byadvertising. Space, time, language etc are sold by
advertising agencies.advertising agencies.
Disclosing ideas, message and informationDisclosing ideas, message and information
an advertisement is sponsored by some identifiedan advertisement is sponsored by some identified
advertiser. It helps to create brand images and symbolicadvertiser. It helps to create brand images and symbolicappeals for a company or brand.appeals for a company or brand.
The message of advertising isThe message of advertising is
persuasive and informative enough to motivate potentialpersuasive and informative enough to motivate potential
customers. It would increase sales only when it iscustomers. It would increase sales only when it ispersuasive and creative. The advertisers providepersuasive and creative. The advertisers provide
information to the prospects willing to purchase highinformation to the prospects willing to purchase high
goods and servicegoods and service
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To make them effective and purposive the time, place,To make them effective and purposive the time, place,
message and direction of advertising are controlled.message and direction of advertising are controlled.
Selection of the medium, message and time is made toSelection of the medium, message and time is made toachieve the most economical results. Controlled elementachieve the most economical results. Controlled element
distinguish an advertising from publicity.distinguish an advertising from publicity.
From the sponsors as well as from theFrom the sponsors as well as from the
audiences point of view advertising is identifiable. Theaudiences point of view advertising is identifiable. Themessage and presentation is recognized by prospectivemessage and presentation is recognized by prospective
customers.customers.
Although advertising does notAlthough advertising does not
distinguish b/w target and non-target group. It isdistinguish b/w target and non-target group. It isdesigned to influence the target group. While framing andesigned to influence the target group. While framing an
advertisement, the desire, purchasing power, status,advertisement, the desire, purchasing power, status,
entertainment and attractiveness are considered to suitentertainment and attractiveness are considered to suit
the target group.the target group.
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it is cost effective method forit is cost effective method for
communication with large audience, it is the basiccommunication with large audience, it is the basic
purpose of advertising which informs group of personpurpose of advertising which informs group of personexpected to purchase an article. Radio, television,expected to purchase an article. Radio, television,
newspaper, billboards and magazines etc. massnewspaper, billboards and magazines etc. mass
communication media are used for advertising.communication media are used for advertising.
advertisement carries a messageadvertisement carries a messagemotivating and inspiring customer to purchase a particularmotivating and inspiring customer to purchase a particular
product. Its message gives information about theproduct. Its message gives information about the
attribute of goods and service advertised. Color plays anattribute of goods and service advertised. Color plays an
important role in carrying the message. The voice andimportant role in carrying the message. The voice and
sight combine together make the message very effectivesight combine together make the message very effective
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Objective of advertisingObjective of advertising
There are certain objective of advertisingThere are certain objective of advertising
1.1. TrialTrial
2.2. ContinuityContinuity
3.3. Brand SwitchingBrand Switching4.4. Switching BackSwitching Back
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Advertising also can be explained in terms of the roles itAdvertising also can be explained in terms of the roles it
plays in business and in society.plays in business and in society.
1.1. MarketingMarketing2.2. CommunicationCommunication
3.3. EconomicEconomic
4.4. SocialSocial
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: marketing is the process that business: marketing is the process that businessuses to satisfy the consumer needs and wants through goodsuses to satisfy the consumer needs and wants through goodsand service. the particular customer on the basis ofand service. the particular customer on the basis ofdemographically segment at whom are targeted by thedemographically segment at whom are targeted by thecompany and it is known as the target market. The toolscompany and it is known as the target market. The tools
which are available for the target market are Price of thewhich are available for the target market are Price of theproduct or service, the information of place where consumerproduct or service, the information of place where consumermay get the product or service and product or service itselfmay get the product or service and product or service itselfmay be for catching eye of the prospect customer andmay be for catching eye of the prospect customer andmarketing also include the method for communicating andmarketing also include the method for communicating andthese four tools are collectively called as Marketing mix of thethese four tools are collectively called as Marketing mix of the
Four Ps.Four Ps. Marketing communication consists of several relatedMarketing communication consists of several relatedcommunication techniques, including advertising, salescommunication techniques, including advertising, salespromotion, publics relation and personal selling and these fourpromotion, publics relation and personal selling and these fourtechniques of promotion are known as promotion mix.techniques of promotion are known as promotion mix.
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: Advertising is a form of mass: Advertising is a form of masscommunication. It transits different types of marketcommunication. It transits different types of marketinformation to prospective buyers and seller in theinformation to prospective buyers and seller in themarketplace.marketplace.
: which directly deals with the: which directly deals with theadvertiser's objectives. Normally an advertiser's objectivesadvertiser's objectives. Normally an advertiser's objectivesbehind making an advertisement are to generate sales. Also itbehind making an advertisement are to generate sales. Also ithelps the consumers to choose the product and service andhelps the consumers to choose the product and service andthe value and benefits of the products that are beingthe value and benefits of the products that are beingadvertised against the price that they are offered at in orderadvertised against the price that they are offered at in order
to make the most efficient and economic choice. In otherto make the most efficient and economic choice. In otherwords we can understand that through the advertisementwords we can understand that through the advertisementdemand of the product or service are affected and thedemand of the product or service are affected and therelationship b/w price elasticity or advertisement elasticity arerelationship b/w price elasticity or advertisement elasticity areevaluated.evaluated.
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: Although advertisement is informative in: Although advertisement is informative in
nature and it helpful for the customer to come up withnature and it helpful for the customer to come up with
the new trend or latest fashion. It also helpful for thethe new trend or latest fashion. It also helpful for the
society for arranging the latest information of technology,society for arranging the latest information of technology,
or new phenomena is kept by the advertisement beforeor new phenomena is kept by the advertisement beforethe society.the society.
Advertisement is the mirror for the society se the everyAdvertisement is the mirror for the society se the every
aspect of the advertisement is helpful for the society.aspect of the advertisement is helpful for the society.
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1.1. Provide product informationProvide product information
2.2. Brand InformationBrand Information
3.3. Provide incentive to take actionProvide incentive to take action
4.4. Provide reminders to the customer.Provide reminders to the customer.
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1.1. Boost employee moraleBoost employee morale
2.2. Create industry buzz or identificationCreate industry buzz or identification
3.3. Create, build or maintain a positive imageCreate, build or maintain a positive image
4.4. Test new products and/or servicesTest new products and/or services
5.5. Retain existing customersRetain existing customers
6.6. Reinforce personal sales calls, direct mailReinforce personal sales calls, direct mail
7.7. Maintain consistent, controlled customer communicationsMaintain consistent, controlled customer communications
8.8. Gain new customers, particularly hard-to-reach onesGain new customers, particularly hard-to-reach ones
9.9. Position or reposition your company, products orPosition or reposition your company, products orservices.services.
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The advertiserThe advertiser
The advertisement agencyThe advertisement agency
The mediaThe media
The vendorThe vendor The target audienceThe target audience
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:- who want to generate demand for:- who want to generate demand forhis/her product or service and it is known as an identifiedhis/her product or service and it is known as an identifiedsponsor.sponsor.
- it is group of expert people- it is group of expert peoplethose who compose advertising to understand thethose who compose advertising to understand theexpectation or requirement from their client and they areexpectation or requirement from their client and they arealso expert to analysis to understand the trend of thealso expert to analysis to understand the trend of thepresent scenario.present scenario.
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- it is medium through which the message is- it is medium through which the message is
communicated to prospect customer or target customer.communicated to prospect customer or target customer.
- the group of service organization that assist- the group of service organization that assistadvertisers, advertising agencies and the media that isadvertisers, advertising agencies and the media that is
known as vendor. Member of this group are also calledknown as vendor. Member of this group are also called
consultants, freelancers and self-employed professional.consultants, freelancers and self-employed professional.
:- It is group of prospect:- It is group of prospect
customer those are attracted or communicated by thecustomer those are attracted or communicated by the
process of advertisement.process of advertisement.
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Economic BenefitEconomic Benefit
Governmental and Political BenefitGovernmental and Political Benefit
Cultural BenefitCultural Benefit
Moral and religious benefitMoral and religious benefit
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Marketing mix is tools or techniques which is applied toMarketing mix is tools or techniques which is applied to
increase the sales of the product or service. Marketingincrease the sales of the product or service. Marketing
mix is the process through which prospect customer aremix is the process through which prospect customer are
targeted by the respective company those want totargeted by the respective company those want to
generate the demand of its own product or services.generate the demand of its own product or services.
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Advertising plays an important role in promoting aAdvertising plays an important role in promoting aproduct. As competition among various companies isproduct. As competition among various companies isincreasing, the companies are trying to enter in to theincreasing, the companies are trying to enter in to theglobal markets to improve their market share. So, to beglobal markets to improve their market share. So, to be
effective, the ads about the product or service must beeffective, the ads about the product or service must bedelivered to the target audience in the native language.delivered to the target audience in the native language.In this situation, a translator plays an important role andIn this situation, a translator plays an important role andthe translator acts as the decoder, mediator, or thethe translator acts as the decoder, mediator, or thenegotiator.negotiator.
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Advertising translation is defined as theAdvertising translation is defined as the
Translated advertising is theTranslated advertising is the
medium which helps the company in reaching the productmedium which helps the company in reaching the product
to the large customer base. Types of the projects thatto the large customer base. Types of the projects that
needs to be translated in the advertising industry includesneeds to be translated in the advertising industry includes
brochures, press releases, catalogs, magazines,brochures, press releases, catalogs, magazines,
newsletters, leaflets and website translation, etc.newsletters, leaflets and website translation, etc.
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Advertising translations are very helpful in internationalAdvertising translations are very helpful in international
trade. Companies have to change their strategies,trade. Companies have to change their strategies,
according to the tastes of the local customers. A goodaccording to the tastes of the local customers. A good
advertizing strategy may not give positive results if it isadvertizing strategy may not give positive results if it isnot properly translated. Generally, the medium ofnot properly translated. Generally, the medium of
advertising adopted by many companies are radio, press,advertising adopted by many companies are radio, press,
television, and the Internet. Translating servicetelevision, and the Internet. Translating service
companies helps the businesses in customizing andcompanies helps the businesses in customizing andtranslating advertisements and they communicate thetranslating advertisements and they communicate the
message to the target customers in international markets.message to the target customers in international markets.
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Advertising translation is definedAdvertising translation is defined
It is regularly seen in satelliteIt is regularly seen in satellitebroadcast television channels the same ad campaigns inbroadcast television channels the same ad campaigns in
several languages. In the same way, various monthly orseveral languages. In the same way, various monthly orweekly editions of the same magazine enables you to seeweekly editions of the same magazine enables you to seethe same translated advertisements again and again.the same translated advertisements again and again.Translated advertising is the medium to get your productsTranslated advertising is the medium to get your productsknown to a larger audience. Communication becomesknown to a larger audience. Communication becomes
effective only after the message has been translated andeffective only after the message has been translated andhas a positive impact on the foreign consumer.has a positive impact on the foreign consumer.
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:: the growth of international exchangesthe growth of international exchangesrequires communication and thus of translation. Advertisingrequires communication and thus of translation. Advertising
translations open new avenues for international trade. The mediumtranslations open new avenues for international trade. The medium
of advertising is the radio, press, television, and the Internet,of advertising is the radio, press, television, and the Internet,mobile.mobile.
:: The multinationalThe multinationaladvertising agencies, the television networks, and the successadvertising agencies, the television networks, and the success
achieved by multi-language publications have led to the growth ofachieved by multi-language publications have led to the growth of
this phenomenon and the coverage power of media is increasedthis phenomenon and the coverage power of media is increasedwith the help of multi-language publication that is important for thewith the help of multi-language publication that is important for the
customer.customer.
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Companies veryCompanies verywell understand that they should adapt their communicationwell understand that they should adapt their communication
to the consumers they are targeting. Thus translation is ato the consumers they are targeting. Thus translation is a
business function, the objective of which consists of adaptingbusiness function, the objective of which consists of adapting
marketing strategies to a group of market countries.marketing strategies to a group of market countries.
A well-plannedA well-planned
advertising campaign can lose its impact if it suffers from anadvertising campaign can lose its impact if it suffers from an
insensitive translation process.insensitive translation process.
: Advertising often requires: Advertising often requires
more than a word-for-word translation. A badly translated admore than a word-for-word translation. A badly translated ad
campaign is very harmful, making the brand a laughing stock.campaign is very harmful, making the brand a laughing stock.
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:: Translation companiesTranslation companiesprovide services in customizing and translating yourprovide services in customizing and translating your
advertisements , so that they communicate the message whenadvertisements , so that they communicate the message when
presenting your products or services to international markets.presenting your products or services to international markets.
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: The translation of the original message into: The translation of the original message into
the languages of the foreign consumers may not bringthe languages of the foreign consumers may not bring
any change to the status of the company, in terms ofany change to the status of the company, in terms of
brand image as well as commercial repercussions.brand image as well as commercial repercussions.
: The translation has a positive effect in: The translation has a positive effect in
the sense that it automatically increases brand awarenessthe sense that it automatically increases brand awareness
as well as increase in demand on the market targeted byas well as increase in demand on the market targeted by
the translated campaign.the translated campaign.
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: Advertising translations may not: Advertising translations may not
always have a positive impact. In some cases translationalways have a positive impact. In some cases translation
nullifies the strengths of the company on the internationalnullifies the strengths of the company on the international
market and produces a negative effect. Translations maymarket and produces a negative effect. Translations may
not serve the interests of the producers or those of thenot serve the interests of the producers or those of thedistributors.distributors.
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One of the very important function of advertising is toOne of the very important function of advertising is to
provide information to customer.provide information to customer.
INFORMATION
DIRECT INFORMATION-facts, tangible qualities
INDIRECT INFORMATION-intangible benefit
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Producer advertise to sell more and more of their productProducer advertise to sell more and more of their product
This puts power in the hand of consumer over producerThis puts power in the hand of consumer over producer
Hence, advertisers provide information to consumer thatHence, advertisers provide information to consumer thatwould appeal to themwould appeal to them
Nature of the power that consumer have, depends on theNature of the power that consumer have, depends on the
type of product being advertisedtype of product being advertised
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Product
Search qualities Experiencequalities
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Consumer can determine prior to purchase ThroughConsumer can determine prior to purchase Through
inspection, e. g. Shape, size, colorinspection, e. g. Shape, size, color
Here consumer has maximum market power over theHere consumer has maximum market power over the
content of advertisingcontent of advertising
1.1. Fact are verifiable at point of purchaseFact are verifiable at point of purchase
2.2. Customer may not buy if he feels the advertisementCustomer may not buy if he feels the advertisement
misled himmisled him
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Advertising increases the probability of a consumersAdvertising increases the probability of a consumers
remembering the name of a brand/Productremembering the name of a brand/Product
Brand which provide the highest utility have the highestBrand which provide the highest utility have the highest
incentive to advertisersincentive to advertisers
Advertising increases sales of the product and serviceAdvertising increases sales of the product and service
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Providing misleading information to consumerProviding misleading information to consumer Projecting the utility of the good as being higher thanProjecting the utility of the good as being higher than
what it really iswhat it really is Some qualities can not be successfully conveyed bySome qualities can not be successfully conveyed by
advertising e.g. charm of an apartment, ambience of aadvertising e.g. charm of an apartment, ambience of aplace.place.
RanksRanks
1.1. Different players in the same product category claim toDifferent players in the same product category claim to
be holding the same rank based on different survey.be holding the same rank based on different survey.2.2. Claim may not be genuine confusion for consumer.Claim may not be genuine confusion for consumer.
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To consumerTo consumer To producerTo producer
Monetary lossMonetary loss
Time CostTime CostEnergy costEnergy cost
Decline in credibility forDecline in credibility for
future advertisementfuture advertisementNo repurchase of brandNo repurchase of brand
No customer loyaltyNo customer loyalty
Loss of salesLoss of sales
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Through sampleThrough sample
Recommendation of family, friends, consumer magazinesRecommendation of family, friends, consumer magazines
etc.etc.
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Advertising adds perception utility to the productAdvertising adds perception utility to the product Advertising helps the consumer in making the purchaseAdvertising helps the consumer in making the purchase
decisiondecision Advertising ensures a better qualityAdvertising ensures a better quality
Goods at reasonable pricesGoods at reasonable prices Better standard of livingBetter standard of living Time saved in shoppingTime saved in shopping Advertising contributes to consumer welfareAdvertising contributes to consumer welfare
Advertising makes consumer thinkAdvertising makes consumer think
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marketing efforts it to satisfy the needs of consumer bymarketing efforts it to satisfy the needs of consumer bytransferring the benefit of productive efficiency to thetransferring the benefit of productive efficiency to thefinal user. Advertising as an important element in thisfinal user. Advertising as an important element in thisprocess of transfer helps consumer in the following ways:process of transfer helps consumer in the following ways:
:- advertising influences the perception of the:- advertising influences the perception of theconsumer about the product by pointing out the variousconsumer about the product by pointing out the variousbenefit to be derived from its use. Thus it creates a desirebenefit to be derived from its use. Thus it creates a desirein the mind of the consumer to the to purchase thein the mind of the consumer to the to purchase the
product.product.
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advertising through its various formsadvertising through its various forms
gives out useful information about the relative merits andgives out useful information about the relative merits and
features of the products and services in terms of price,features of the products and services in terms of price,
quality, utility, quantity, durability, convenience of use etc. soquality, utility, quantity, durability, convenience of use etc. soas to guide the consumer to select a product or service ofas to guide the consumer to select a product or service of
particular sponsor.particular sponsor.
: advertising: advertising
ensures that customer are drawn to the product at least forensures that customer are drawn to the product at least for
trial order. However repeat orders are placed only due to thetrial order. However repeat orders are placed only due to thesatisfaction received through the use of the product. If thesatisfaction received through the use of the product. If the
product is not good so repeat sales will not take place and ifproduct is not good so repeat sales will not take place and if
the product proves to be good so again sales take place.the product proves to be good so again sales take place.
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advertising enablesadvertising enables
firms to sell goods on a mass scale. This has made itfirms to sell goods on a mass scale. This has made it
possible for producers to increase his production so as topossible for producers to increase his production so as to
earn economies of scale and thus he can offer goods atearn economies of scale and thus he can offer goods at
reasonable prices to consumers.reasonable prices to consumers. advertising reduces theadvertising reduces the
price of product and thus more and more product areprice of product and thus more and more product are
affordable by a larger section of society today. Thus itaffordable by a larger section of society today. Thus it
increase the standard of living of the people. Furtherincrease the standard of living of the people. Furtheradvertising creates a demand for new products and thusadvertising creates a demand for new products and thus
increases the standard of living of the masses.increases the standard of living of the masses.
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advertising increase theadvertising increase the
knowledge of the consumer about the availability of theknowledge of the consumer about the availability of the
various brands in the market. He knows about the productvarious brands in the market. He knows about the product
and services of the different producers and as such it savesand services of the different producers and as such it saves
his time which would otherwise have been spent in locating,his time which would otherwise have been spent in locating,identifying and deciding about the product and services.identifying and deciding about the product and services.
::
advertising helps consumer in a variety of ways. It tells himadvertising helps consumer in a variety of ways. It tells him
what to buy, where to buy and why to buy. It also givewhat to buy, where to buy and why to buy. It also give
valuable price information. Advertising also promotesvaluable price information. Advertising also promotesconsumer welfare by encouraging competition, which leads toconsumer welfare by encouraging competition, which leads to
improvements in product quality and reduction in prices.improvements in product quality and reduction in prices.
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: advertising: advertising
makes consumer aware of many socially relevant causesmakes consumer aware of many socially relevant causes
like dowry, energy conversation, environment pollution,like dowry, energy conversation, environment pollution,
child marriages, eye and blood donation etc. advertisingchild marriages, eye and blood donation etc. advertising
thus not only makes a consumer think, but acts as athus not only makes a consumer think, but acts as afriend, philosopher and guide to the consumer.friend, philosopher and guide to the consumer.
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Pioneering advertisingPioneering advertising
Comparative advertisingComparative advertising Advocacy advertisingAdvocacy advertising Cooperative advertisingCooperative advertising Point of purchase advertisingPoint of purchase advertising
Product advertisingProduct advertising Institution advertisingInstitution advertising Reminder advertisingReminder advertising Technology base advertisingTechnology base advertising
Musical advertisingMusical advertising Nature base advertisingNature base advertising Social issue base advertisingSocial issue base advertising
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Informational advertising
Outdoor advertising
Persuasive advertising Direct mail advertisingDirect mail advertising
Informational advertisingInformational advertising
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Pioneering advertising: Pioneering AdvertisingPioneering Advertising
is the term for the first phase in an advertisingis the term for the first phase in an advertising
cycle. This is when a new product is introduced tocycle. This is when a new product is introduced to
the market and there is no other product on thethe market and there is no other product on the
market parallel to it. For example: when the Applemarket parallel to it. For example: when the Apple
iPhone first released, it had 100% of the market iniPhone first released, it had 100% of the market in
touch screen phones with the capabilities that ittouch screen phones with the capabilities that it
has. A few years later, now there are other phoneshas. A few years later, now there are other phonesthat have joined the same market, which movesthat have joined the same market, which moves
the iPhone into the second phase of an advertisingthe iPhone into the second phase of an advertising
cyclecycle
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Comparing advertising: Comparative advertising isComparative advertising is
advertising where one party advertises his goods oradvertising where one party advertises his goods or
services by comparing them with the goods or services ofservices by comparing them with the goods or services of
another party. Such other party is usually his competitoranother party. Such other party is usually his competitoror the market leader of that good or service . Theor the market leader of that good or service . The
comparison is made with a view towards increasing thecomparison is made with a view towards increasing the
sales of the advertiser, either by suggesting that thesales of the advertiser, either by suggesting that the
advertiser's product is of the same or a better quality toadvertiser's product is of the same or a better quality tothat of the compared product or by denigrating thethat of the compared product or by denigrating the
quality of the compared product.quality of the compared product.
Exp- Rin (HUL) vs Tide (P & G)Exp- Rin (HUL) vs Tide (P & G)
Complan vs HorlicksComplan vs Horlicks
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: the advertisement campaign isdesigned to persuade public opinion regarding a specificissue that is important in public area. Advertising that
promotes a political view, social cause, controversial issueor other point of view rather than a product, service ororganization.
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: A system by which ad costs aredivided between two or more parties. Usually, such programsare offered by manufacturers to their wholesalers or retailers,as a means of encouraging those parties to advertise theproduct.
Exp:- in education institution, if the Head office spend Rs10lakh in three month in advertising and he made contract with
its all the franchise to tolerate 20% of the 3 month income inadvertising. If the head office has 200 franchise in acrossindia and the average income is rs 20000 in three month sothe each franchise will have to give Rs. 4000 in three monthso the head office will get rs. 800000 and rs. 200000 will betolerated by head office to promote or maintain the
awareness into the market.
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1.1. Growing PopularityGrowing Popularity2.2. Cost ArrangementsCost Arrangements
3.3. Manufacturer BenefitsManufacturer Benefits
4.4. Small-Business BenefitsSmall-Business Benefits
5.5. Mutual BenefitMutual Benefit
6.6. Benefit of all the concerning firmsBenefit of all the concerning firms
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: that is built aroundimpulse purchasing and that utilizes display designed tocatch a shopper eye particular place where payment is
made. There are various type of point of purchasedisplay, counter display, floor stand display, floor displayand banner etc. Generally these display are created andcomposed by the manufacturer for distribution to
wholesaler or retailer, who sell the product.
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Institutional advertising: Institutional advertising
is marketing designed to promote a company rather thana specific good or service. It can be designed to make thepublic more aware of a company or to improve thereputation and image of an existing company.
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: when the product would be inmature stage so the organization use reminderadvertising to maintain the awareness in the mind of the
customer or show its own existence in present scenario.
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: When the aim of theadvertising is to give people information about the
availability, characteristics and prices of goods, we call it"informational advertising.
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: Direct mail can be a highprofit, low cost advertising medium. Make your direct mail
campaign a hit with the information of the product orservice directly to the group of customer.
Exp:- Insurance company, Laptop or computer company
etc.
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Outdoor advertising includesvarious types of promotional displays, from highway billboardsto transit posters and arena placement, all geared towards
communicating a message to the public. The message mightbe to buy a product, take a trip, vote for a politician, or giveto a charity. It might even be a public service announcement.According to the Outdoor Advertising Association of America,Inc. (OAAA), businesses spent $5.8 billion dollars on outdoor
advertising in 2004, a figure expected to rise again in 2005.
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:- persuasive advertising isused by the advertiser when he want to use of emotionand sentimentalness of the consumer, it is quite different
form the informative advertising.
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According to Prof. Philip kotler, advertising can be basedAccording to Prof. Philip kotler, advertising can be basedon various aspect such as, Geographical area, content,on various aspect such as, Geographical area, content,
appeal, audience, sponsor etc.appeal, audience, sponsor etc.
according to philip kotleraccording to philip kotler
advertising can be isolatedadvertising can be isolated
1.1. Cross border advertisingCross border advertising
2.2. National advertisingNational advertising
3.3. Regional advertisingRegional advertising
4.4. Local AdvertisingLocal Advertising
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1.1. Product advertisingProduct advertising
2.2. Brand advertisingBrand advertising
3.3.Institutional advertisingInstitutional advertising
1.1. FactualFactual
2.2. EmotionalEmotional
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