Advertising is a form of communication that typically attempt to persuade,

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potential to purchase or consume more of a particular brand of product or service.

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 The Marketing Mix

Product
Price
Place
Promotion
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods or
services by an identified sponsor
 Advertising

Advertising any impersonal,one

Advertising isis any impersonal,one
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ADVERTISING
Paid messages designed to inform
or persuade buyers or users about
a product, service, belief or
action.
Five Ms of Advertising
Developing and Managing an
Advertising Program
Advertising objectives at different stages in
Hierarchy of Effects
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
Developing and Managing an
Advertising Program
Choosing the Advertising Message
Message generation
Message evaluation
and selection
Message execution
Social responsibility review
 Traditional Media Choices

Yellow Pages
Direct Mail
Magazines
Newspapers
TV
Internet
Outdoor
Radio
NEWSPAPERS
Advantages
Advantages Disadvantages
Disadvantages

Year-round readership Limited demographic

Geographic selectivity selectivity
Little color
Immediacy
May be expensive
High individual market
coverage Low pass-along rate
Short lead time Clutter
Mass market medium
MAGAZINES
Advantages
Advantages Disadvantages
Disadvantages

Good reproduction Higher cost per contact

Demographic Long-term advertiser
selectivity commitments
Regional/local Slow audience build-up
selectivity Limited demonstration
Long advertising life capabilities
High pass-along rate Lack of urgency
Long lead time
RADIO
Advantages
Advantages Disadvantages
Disadvantages

Selectivity and No visual treatment

audience segmentation
Short advertising life
Immediate and portable
High frequency to
Geographic flexibility generate retention
Entertainment Commercial clutter
carryover
Background
Short-term ad distractions
commitments
TELEVISION
Advantages
Advantages Disadvantages
Disadvantages

Wide, diverse audience Short life of message

Low cost per thousand Expensive with high
campaign cost
Creative and
demonstrative Little demographic
selectivity with network
Immediacy of messages
Long-term advertiser
Entertainment carryover commitments
Demographic selectivity Long lead times
with cable
Clutter
OUTDOOR MEDIA
Advantages
Advantages Disadvantages
Disadvantages

High exposure Short message

frequency
Lack of demographic
Moderate cost selectivity
Flexibility High noise level
Geographic selectivity
Broad, diverse market
INTERNET
Advantages
Advantages Disadvantages
Disadvantages

Fast growing Difficult to measure ad

effectiveness and ROI
Ability to reach narrow
target audience Ad exposure relies on
click through
Short lead time
Not all consumers
Moderate cost have access to internet
NEWSPAPER
ADVERTISEMENT
Is a product or services advertising that appears in
specific section of newspaper under the heading
classifying the product or service being offered.
Magazine advertisement
Directory advertisement
OUT-DOOR
ADVERTISEMENT
Bill-board and message painted on the side of buildings
are common forms of out-door advertising, which is
often used when quick, simple, ideas are being
promoted.
T.V COMMERCIAL
Is a generally considered the most effective mass-
marketing advertising format as is reflected by the
high prices.
T.V network charge for commercial airtime during
popular events.
RADIO ADVERTISEMENT
It is a small business advertising.
Radio advertising can be a very effective means to
attract customer to some business.
RADIO ADVERTISEMENT
ONLINE ADVERTISING
Online advertising is the newest and fastest growing
way to advertise. The Internet now provides everything
from links on sites, to banner ads on sites, to small ads
on sites, to pay per click advertising.
Mobile Advertisement
Is a form of advertising via mobile (wireless) phones or other
mobile devices. It is a subset of mobile marketing.
MOBILE
ADVERTISEMENT
DIRECT MAIL
ADVERTISEMENT
RETAIL ADVERTISEMENT

Emphasizes the specific retail outlet as the place to

buy a specific range of brand.
It can be local store advertising in local newspaper.
COVERT ADVERTISING
Covert advertising is a unique kind of advertising in
which a product or a particular brand is incorporated in
some entertainment and media channels like movies,
television shows or even sports.
Example Casino Royale car in James Bond movies
BRAND ADVERTISING
It is advertising with a strong emphasis on the
company brand (logo and/or company name) also
known as integrated marketing communications (IMC).
NON-PRODUCT
ADVERTISEMENT
This kind of advertisement is advertised from political
parties trade fraternal and social group for the
purposes of safeguard ideologies, social betterment
and institution.
CELEBRITIES ADVERTISEMENT

Although the audience is getting smarter and smarter

and the modern day consumer getting immune to the
exaggerated claims made in a majority of
advertisements, there exist a section of advertisers
that still bank upon celebrities and their popularity for
advertising their products.
SURROGATE
ADVERTISING
Surrogate advertising is prominently seen in cases
where advertising a particular product is banned by
law.
Advertisement for products like cigarettes or alcohol
which are injurious to heath are prohibited by law in
several countries and hence these companies have to
come up with several other products that might have
the same brand name and indirectly remind people of
the cigarettes or beer bottles of the same brand.
REMINDER
ADVERTISEMENT
A marketing strategy typically consisting of brief
messages sent with the objective of reminding a target
consumer group about a product or service or of
introducing a new theme into an existing marketing
program.
Reminder advertising might be used by a business that
has already invested considerable resources in initially
promoting their product or service and still wishes to
maintain its competitiveness.
REMINDER
ADVERTISEMENT
PERSUASIVE
ADVERTISEMENT
A type of product promotion that attempts to influence
a consumer in favor of a purchasing particular good or
service by appealing to their emotions and general
sensibilities.
A business might engage in informative or persuasive
advertising to encourage first time customers to try its
product, in addition to reminding customers to
purchase a product they have previously bought.
REINFORCEMENT
ADVERTISEMENT
Promotions designed to retain a customer base by
reassuring purchasers they made the correct choice.
For example, a dealer or manufacturer sends former
customers information about awards and other news
concerning a product that has been purchased.
COMPETITIVE
ADVERTISEMENT
Promotional technique in which an advertiser claims
the superiority of its product over competing
product(s) by direct or indirect comparison.
If other products are mentioned by their name (and not
as 'brand X,' 'brand Y,' etc.) the owners of those brands
may challenge the fairness of the comparison in a
court.
Also called comparative advertising or comparison
advertising.
PUBLIC SERVICE
ADVERTISEMENT
The same advertisement techniques use to promote
commercial goods and services can be used to inform,
educate and motivate the public about non-commercial
issues such as
HIV/AIDS, Political ideology and Energy consveration