ADVERTISING

Name: RAHUL MONDAL

S.I.F
C.U.S.A.T
 INTRODUCTION
Advertising is a form of communication for
marketing and used to encourage, persuade or
manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to
Thecontinue or take comes
word advertising some new
formaction.
the latin
advertere” . That means
word "
"to turn the mind
toward"
According to American Marketing
Association “advertising is any paid form of non-
personal presentation and promotion of ideas, goods and
services by an identified sponsor".
 Advertisement means spreading
of information. The main purpose of
every commercial organization is to
promote sales. Any activity towards
sales promotion may be called as
promotional activity &
advertisement is a kind of
PROMOTIONAL ACTIVITY.
Developing the ADVERTISEMENT
MESSAGE
-Message
generatio
n
MONEY
-stage of
-Message Measuremen
evaluatio
MISSION PLC n t
-sales -market -Message -
goods share execution
Communicati
- -
competiti on
advertisin on -Sales impact
MEDIA
g - -Reach,
objectives Advertisin frequency
g -Major
frequency media types
-Specific
media
vehicles
-Media
timing
-
Geographic
al media
allocation
 advertising
sales
promotion
Integrated Marketing
Communication

public direct
relations marketing
personal
selling
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Amway, Tupperware, EurekaDirect
Forbes…
Marketing
A salesperson at a counter forPersonal
Nokia,
in a mall
Selling
A complimentary air ticket with every
credit card Sales
Promotion
 Defining
advertising
Target

Advertising Advertising
Effectiveness OBJECTIVES

ADVERTISING
MANAGEMEN
T
Selecting Setting the
Advertising
Media
BUDGET
Developin
g
STRATEGY
ADVERTISING TARGET

The advertising target is the audiences,

towards whom the ad targeted.

Sometimes this target encompasses the

entire target market.

In other cases it includes only a subset

of target market.
 ADVERTISING OBJECTIVES
The basic objective of advertisement is
effective communication b/w producers and
consumers. Some following objectives are:
Preparing ground for new product
Creation of demand
Facing the competition
Creating and enhancing goodwill
Informing the changes to the customers
Neutralizing the competitor’s advertisement
ADVERTISING BUDGET
-It’s a component of the total promotion budget,
must be allocated among markets, brands &
media.
-Under this system, brands in the introductory
stage would receive more funds than those in the
maturity There
stage.
is 5 factors are consider for setting the budget

Market share Competition &

Product life
& consumer clutter
cycle stage
base

Product Advertising
substutability frequency
ADVERTISING STRATEGY
1. Selects an
appeals
4. Provides
technical direction
& production

2. Formulates
the ad
concepts

3. Develops
the ad
elements
Contd….
selecting an An appeal is the basic idea the advertiser wants to communicate to
appeal the advertising target. Marketing research and creative institution are
often combined to come up with an appeal.
formulated Once an appeal is selected the next step is formulate the ad concept.
the ad Its a method where determine how an appeal is transformed into a
concept message.
developing The technical terms for the various parts of an ad vary among media
the ad but the parts perform roughly the same function. It must be attract
attention & develop interest so the reader will look at the rest of the
ad.
-illustration should also attract attention, communicative. –copy
usually expands on the idea & illustration & provides facts,
anticipation. –signature is a trademark/slogan states that who is
sending the massage.

Provididing Layout basically is print media or location advertising term. It’s a

technical actual arrangement of its various parts to form a cohesive unit.
direction Marketers rely on a technical personnel for layout works.
Head
line

st ra t io n
Ill u

Copy

re
signatu
ADVERTISING MEDIA

In advertising, mass communication channels are

called advertising media, like- newspaper,
magazine, radio, TV .etc.

the major type of advertising media are- print,

broadcast, direct, location.
 Public
Print Outdoor Broadcast
Advertising
Service Celebrity
advertising Advertising
Advertising Advertising
 Print media
More information can be communicated more accurately through print media than
others.
The major type of print media are Newspaper, Magazines, Brochures, Fliers etc.
Newspaper can be classified as daily or weekly with local or national distribution.
Local newspaper are geographically selective & national newspaper that offer
regional edition.
The number of general-interest magazines are declined now days while the special
type of magazines has increased. so, it’s the one of important vehicle for advertising.
MAGAZINES can also be classified by the target group for which the content is
tailored: consumers, business, farmers.
consumers magazines range from large circulation , general-interest magazines
& special interest magazines are Readers digest, Times magazines,
India today, Film-fare magazine, Fishing Chimes etc. Business
publications include magazines of broad scope like Fortune & those targeted specific
industries. Farm magazine is a broad interest national magazine.
most magazines are national & are published monthly.
Magazines

Newspaper
 Broadcast media
Radio & TV are broadcast media. Whereas advertiser buy space in
print media, they buy time on broadcast media.

Television, the fastest growing medium, also reaches practically

all homes. TV ads generally have the greatest impact because they
stimulate both sight and hearing & advertiser can show their product in
use.
 Direct advertising media
Marketers try to communicate directly with potential
customers when they use direct advertising media like
Direct mail, mail order, and un-mailed direct media.

Direct mail & mail order, can have a

format of any size or shape that is unbound.

Un-mailed direct , includes Leaflets &

Booklets that are distributed door-to-door or in
parking lots.
LEAFLET, BROCHURE
 Location advertising media
Location advertising media include outdoor & transit advertising.

Outdoor advertising, format range from poster panels

to electric spectaculars. Poster panels are permanent structures on
which printed paper is glued.

Transit advertising, firms rent space on bus, cab,

subways, & commuter trains. Rates are usually quoted on a monthly
basis.
PROFILE OF MAJOR MEDIA TYPES :-
ADVERTISING EFFECTIVENESS
Good planning & control of advertising depend on measures of
advertising effectiveness.
Advertiser should try to measure the communication effect of an ad-
that is, its potential effect on awareness, knowledge, or preference- as
well as the ad sells effect:

Communication effect research, seeks to determine whether an ad is

communicating effectively.

Sales effect research, is complex because sales are influenced by

many factors beyond advertising, such as features, price & availibility,
as well as competitors actions.
SALES
PROMOTION
 SALES PROMOTION, includes activities that seek to
directly induced, or indirectly serve as incentives to
motivate, a desired response on the part of target
customer.
Sales Promotion activities also add value to the
product.

Sales promotion management includes:

Sales promotion target- is the audience to whom a
particular sales promotion is directed. Sales promotion can
be directed to consumers, company’s own salespeople & to
middleman.
Sales promotion objectives- sales promotion
objectives are derived from the marketer’s overall promotion
objectives.
Directed to Directed to the
customers firm’s own sales
force

• Coupons
• Cent-off offers • Sales meeting & auxiliary
• Samples sales materials
• Money refund • Sales contest
• Premiums • Point-of-purchase display
• Contest • Trade show
• Exhibition • Special service
• Additional product • Dealers contest & premium
deals
Sales promotion budget: setting the overall
promotion budget is to determine the desired mix of
advertising & sales promotion.

Develop sales promotion strategy: numerous

decisions are necessary in developing a sales promotion
strategy. For ex: a company must decide on how much coupon
will reduce the retail price of a product.
Select Sales promotion method: a company
must select the tools develop the program, pretest the
program, implement & control it, & evaluate the result.

Major Consumer-promotion tools:

Samples
Coupons
Cash refund offers/ cash back offers
Price packs
Premium
Consumers contest
Prizes (contest, sweepstakes, games)
Free trails
Product warranties .etc.
Major trade-promotion tools:
Price-off
Allowance
Free goods
(sorce:”Trade promotion Redefined”,Brandweek,1995)

Major business & sales force-promotion

tools:
Trade shows & conventions
Sales contest
Specialty advertising
References :

 Kotler Philip, “THE FRAMEWORK FOR

MARKETING MANAGEMENT”, 5th Edd. , 2002.
India

 William F. Schoell, “MARKETING-

CONTEMPORARY CONCEPTS & PRACTICES”,10th
Edd. , 1990, Allyn And Bacon, INC. Boston.
Thank YOU
all. For ‘ur
patience