meaning and role of advertising
TRANSCRIPT
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MEANING AND ROLE OF
ADVERTISING
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WHAT IS ADVERTISING ?
“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.”
Philip Kotler
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“Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.”
Peter Drucker
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FIVE M’s OF MARKETING-
MISSION
MONEY
MESSAGE
MEDIA
MEASUREMENT
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CHARACTERISTICS OF ADVERTISING It is a mass non-personal
communication. It is a matter of record. It persuades buyers to purchase the
goods advertised. It is a marketing tool.
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FUCTIONS OF ADVERTISING Promotion of sales. To create awareness about introduction
of new product. Creation of good public image. Facilitate mass production. Education of people.
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TYPES OF ADVERTISING PRODUCT ADVERTISING CONSUMER ADVERTISING INDUSTRIAL ADVERTISING TRADE ADVERTISING PROFESSIONAL ADVERTISING
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PRODUCT ADVERTISING
“The main purpose of this type of advertising is to inform and stimulate the market about the advertiser’s products or services and to sell these.”
Ex- POLO Car
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CONSUMER ADVERTISING
“It is directed to buyers of consumer products who purchase them either for their own use or for their household’s.”
Ex- Surf Excel
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INDUSTRIAL ADVERTISING
“It refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial goods.”
Ex- Machinery
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TRADE ADVERTISING “It is directed by the
manufacturers to the distribution channel members, such as wholesalers or retailers.”
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PROFESSIONAL ADVERTISING
“It is directed to those decision makers who are professional people.”
Ex- Pharmaceuticals
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ADVERTISING AND ADVERTISEMENT
“Advertising is a process whereas the Advertisement is the end product of it.”
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SETTING THE OBJECTIVES “An advertising objective is a specific
communications task and achievement level to be accomplished with a specific audience in a specific period of time”
Example- Pepsi
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DIFFERENT AIMS OF ADVERTISING INFORMATIVE ADVERTISING aims to
create brand awareness and knowledge of new products or new features of existing product.
Ex- PepsiCo's “7up”Lemon
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PERSUASIVE ADVERTISING aims to create liking, preference, conviction, and purchase of a product or service.
Ex-Subhiksha
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REMINDER ADVERTISING aims to stimulate repeat purchase of product and services.
Ex- Coca Cola
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REINFORCEMENT ADVERTISING aims to convince current purchasers that they made the right choice.
Ex-Volkswagon
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“DEFENSIVE ADVERTISING is one in which marketers advertise to offset or lessen the effects of a competitor’s promotional programme.”
Ex- Pepsi’s ad against Thums up ad
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“LOCAL ADVERTISING is used by the firms who wants to restrict itself to the local area in the beginning.”Ex- Nirma
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“NATIONAL ADVERTISING is used when some firm think that their target is the entire country.”Ex- Brooke Bond
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“GLOBAL ADVERTISING is used by the multinational firms who treat the world as their market.”Ex- Samsung
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“SERVICE ADVERTISING is used by the firms who provide services to the consumer.”
Ex- Kingfisher Airlines
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ADVANTAGES OF ADVERTISING It helps in brand building. It increases the demand for
commodities. It reduces the distribution expenses. It ensures the consumers better quality
of goods.
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CHANGING TREND OF ADVERTISING Now more and more organizations using
advertising to show their social responsiveness and making peopleenvironment loving.Ex- Save tiger project
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THINGS TO REMEMBER Social and legal issues Time slot of advertising Brand Ambassador Upcoming Season Type of media to use
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THANK YOU