KUNTHAVAI NAACCHIYAAR GOVT ARTS COLLEGE FOR WOEMN,

THANJAVUR
DEPARTMENT OF BUSINESS ADMINISTRATION

18K3BBABB2 -Advertising and Sales promotion –II BBA

The word Advertising is derived from the Latin word “adverto” “ad” meaning “to turn”.
French “advertir” mean to inform.
Advertising is any paid form of non-personal presentation of ideas, goods and services
by an identified sponsor. – Philip Kotler

Characteristics of Advertising
• Method of promotion
• Paid mass communication
• Form of publicity
• Salesmanship in writing
• Mass – non-personal communication
• Sponsor of advertisement is known
• It influence buying behavior
• It guides buyer to purchase
• It persuades buyer

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

5 M’S of Advertising

Advertising is the art of promoting yourself through different media. In the complex
environment where everything is getting changed and being systematic, the advertisement is
also being converted into a whole subject.

There are many things to know on this subject. Just like the 4 P’s of Marketing Mix, there are
five M’s of advertisement to understand the whole concept of advertisement.

5 M’S of Advertising
 Mission: what are the objectives of the advertising campaign?
 Money: how much budget they required to achieve the objectives?
 Message: what message and message strategy will be followed?

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

 Media: what type of media vehicle/s will be used to deliver the message?
 Measurement: how should be the results of the advertising campaign or programme will
be evaluated?
Mission
Like the mission statement of any organization, advertisement a component of promotion is
also having a clear mission that what do you wants to achieve through advertisement. In this
head, we set our mission, goals, and objectives to analyze that what we are going to do and
what we will get through this act. So the organization has a mission in its record to achieve
by the end of its advertising campaign.
Money
As time is important in the advertisement but how you can ignore your budget. Money is also
critical decision while going for advertisement. Different media charge different cost. The
Internet is cheap media to advertise but everyone cannot use the internet in his advertisement
strategy. TV is more costly but effective media in the advertisement. Most of the companies
reserve media budget separately. Every type of media has different package for advertisement
for example newspaper have so many packages for advertisement and TV channels also have
different budget packages according to time.
Message

Third M in the advertisement is the Message. The message is that idea, information,
literature, and theme you want to communicate to your target customer. The message will be
decided according to the target customer because you will definitely only transfer important
information to your target audience but a trash. The important thing to note here is that the
message will be changed when you will change the source of advertisement.

It means that selection of media will define the message because you cannot run a p icture
message on Radio.
Media
Definitely selection of media is the most important component in the advertisement. There
are so many media available for advertisement but selection is at the same time so much
more critical.
The decision of media selection depends on the target market because the organization will
first analyze how its target market gets information about organization whether they are
connected to the internet or through traditional media like the newspaper.
Use of media is also critical because of the money budget ant time budget. Different media
charge different cost in different time.
It is promotional manager’s duty to study that which time is effective with which media.

Measurement
Same like Marketing strategy, evaluation and measurement is an essential step to ending
advertisement strategy.
Without evaluation how you can identify that you achieve your objectives?
Same in the case of the advertisement, you have to measure your advertising strategy that
either you get the same return or not.
Again measurement depends on media selection. Every media has its own measurement
techniques.
Ref: https://www.geektonight.com/5-ms-of-advertising/

https://ninjaoutreach.com/five-m-of-advertisement/
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
ADVANTAGES OF ADVERTISING

Advantages to Manufacturers
1. Creates Demand
2. Maintain existing market
3. Helps in expanding the market
4. Helps to overcome competition
5. Warn the public against imitation
6. Builds Reputation
7. Helps to contact the public directly
8. Protects manufacturers fro undue dependence on middlemen
9. Helps the producers to secure dealers for their goods
10. Helps to increase the volume of sales
11. It helps in reduction in the cost
12. Helps to avoid seasonal fluctuation
13. Increases rate of stock turnover

Advantages to Retailers
1. Reduces Sale effort
2. Large sales volume
3. Increases stock turnover
4. Reputation created by manufacturers through advertisement helps retailer also.
5. Retailers get product information
6. Advertisement builds prestige for retailers shop
7. Stabilize price
8. Small retailers cannot afford to employ salesmen

Advantages to Wholesalers
1. Easy sales
2. Increases stock turnover
3. Reputation created by manufacturers through advertisement helps wholesaler also.
4. Advertisement provides wholesalers product information

Advantages to Salesmen
1. Advertisement prepares ground work for sales men
2. Helps them to secure increased sales
3. It gives confidence to salesmen
4. Helps to reach consumers with least effort
5. Contacts are made between salesmen and customers

Advantages to Consumers
1. Introduce new products to the consumers
2. Raises standard of living.
3. Gives protection against deception
4. It saves time, effort and money to get the details about the product.
5. It gives information on how to use the product
6. Price is known to consumers

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

Advantages to Society
1. It raises the standard of living
2. Educates public
3. Generates employment opportunities
4. Promotes art and talent
5. Lowers the selling price of newspapers and magazines
6. Helpful to announce the public
7. It transforms the culture of the nation
8. Stabilizes national production
9. Stabilizes the price levels

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
PROBLEMS OF ADVERTISING

The present day advertising industry faces many problems. Some of the problems are
discussed below.
• Budget limits.
• Compelling content.
• Choosing the right method.
• Measuring effectiveness. .
• Rising through the competition.
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
Budget limits
Almost every business out there goes by on a limited budget, especially for advertising.
Entrepreneurs try to squeeze their pockets as much as they can, in hopes that customers will
take notice. However, it requires finding the right techniques, audience, and platform to
handle the limited resources effectively. Those who begin with very ambitious goals may risk
their money too much, while those who are very cautious may spend very little, thus ending
up with their efforts unnoticed. Setting a limit is necessary, but it should be done with
realistic goals. The allocation should be just enough for your business to test its market first,
because of the uncertainties that lie ahead.

Compelling content
With the abundance of advertisements all over place, how to make the business stand out?
The challenge begins in crafting the right message and transforming it into something that
looks or sounds new. To give the business a voice, one need to identify your audience first.
What would they like to hear? Would this type of message spark their interest? Do they need
to know about this? Compelling content - this is the main challenge for every advertiser out
there, and what every business owner hopes to have in his advertisement. Crafting the perfect
sales pitch is not easy, as most people are already aware of those overused marketing bait
lines such as “buy now before it’s too late”, “wait there’s more”, or “for a limited time only”.
Nowadays, people look around, research, and rationalize before making a purchase. That is
why in creating the ideal content, there should be sincere, detailed solutions that will answer
the needs of the target customers.

Choosing the right method

There is no perfect formula for advertising because the methods depend on the type of
audience that you have. Choosing the suitable advertising technique for your business ia yet
another problem. It will involve a series of tests until you find the right one. It can be tricky,
but you need to decide whether you’re going to place your ads on the internet, radio, print,
outdoor, or TV. Sometimes it could be a combination of two or three methods that brings in
the most number of customers for you. For local businesses, you may combine traditional
with digital advertising method. An example would be using a car magnet which includes the
name of your website. Hence, people would find your business online through your offline
advertisement.

Measuring effectiveness
Probably, one of the hardest parts of advertising is identifying the effectiveness of the
campaign. This becomes more difficult if the business is running different advertisements at
the same time. The worse thing could be running the ad without verifying if it actually gets
the job done. Money could be wasted on a tiny newspaper ad space that may be enough to
pay for an outdoor poster that everyone could see. It could a lso be a social media ad that does
not generate enough clicks. To check if the advertisement is working, set a time frame for a
particular ad and observe if it affects your sales.

Rising through the competition

With limited resources, it can be tough to keep up with the competition. In fact, to get
noticed, you do not have to blend yourself in. Analyze the factors which distinguish your
business from the big companies, and know that you can offer a more personalized service.
For small business owners, it pays to work with sincerity. An honest, reliable, and

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

commendable service is a good way to set your business apart from the competition. Give
your customers a great buying experience, and do not be afraid to ask for recommendations
because this is the best form of advertising that you could ever have.
REFERENCE:
1.http://www.bizmove.com/marketing/m2j1.htm
2. http://www.internetworldstats.com/articles/art025.htm
[3] http://www.monitor1.com/Articles/adcampaign.htm
4. http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-
advertising.html
5. http://www.carmagnets.com.au/blog/top-advertising-problems-today/
 ← Beyond the Crystal Screen: A Glimpse to the Future of Digital Advertising

FUNCTIONS OF ADVERTISING

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

Forms of Unethical advertising

Unethical advertising can take any of the following forms

• 1. The use of sex, especially the use of women as sex objects

• It is true in case of many products like after shave lotion, motor cycles, etc., in which
the women are used in advertisements but in real life, women have nothing to do with
these products.
• 2. Alcohol Advertising
• Alcohol advertising is banned on broadcast and print media in India. But we can find
manufacturers of alcohol advertising for Soda, in an effort to keep the brand name
afresh in the minds of the consumers.
• 3. Tobacco Advertising
• Tobacco advertising is considered an unethical advertising practice. All cigarette
advertisements should carry a Statutory warning that Smoking is injurious to health in
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
 order to highlight the risks involved. But in reality, the advertisers release very
colorful and catchy advertisements of cigarettes that give an impression, especially to
the youth that smoking cigarettes is indeed graceful.
• . False Claims
• a. If an air-conditioning company advertises that it uses imported compressors in their
machines for ensuring better performance while actually using an indigenously
manufactured one, then it is a case of false claim.
• b. Advertisements offering mixtures and substances that claim to possess the ability to
prevent people from ageing are categorized as unethical.
• 5. Exaggerated Claims
• Such claims include those that make an assurance which may not be true. For
example, if a shampoo manufacturer claims that their product will remove dandruff in
hair forever even when used only once, is a case of an exaggerated claim.
• 6. Unverified claims
• The language used in such advertisements will be quite ambiguous. For example, if a
company advertises that its product offers instant hi-energy drink for children. But the
question arises what do we mean by instant hi-energy drink and what are its
parameters? And also if there is no scientific verification of the energy it possesses,
such advertisements are included under unverified claims.

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

Questions
1. Define Advertising
2. What are the Characteristics of Advertising?
3. What are the 5- M’s of Advertising programme?
4. Explain the Problems in Advertising.
5. Explain the Functions of Advertising
6. What is the need or reasons for advertising?
7. What are the Advantages of advertising?
8. What are the Positive Social effects of Advertising?
9. State the Social ill effects of advertising.
10. Explain the forms of Unethical advertising.
Reference: Advertising and Salesmanship – P. Saravanavel &S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

 18K3BBABB2 -Advertising and Sales promotion –II BBA

Distinction between Advertising and Publicity

Distinction between Advertising and Sales promotion.
Distinction between Advertising and Salesmanship.
Classification of Advertising Objectives.
DAGMAR method.
AIDA model.

Reference Book: Advertising & Salesmanship – Saravanavel

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi
Questions

Distinction between Advertising and Publicity

Distinction between Advertising and Sales promotion.
Distinction between Advertising and Salesmanship.
Explain the Classification of Advertising Objectives.
Explain DAGMAR method.
Explain AIDA model.

• Source: Advertising & Sales Promotion- P.Saravanavel & S.Sumathi