III BBA CA – ADVERTISING AND

SALES PROMOTION
VI SEMESTER
 UNIT - 1

 Advertising: Meaning-importance-objectives-media-
forms of media-press Newspaper trade- journal-
Magazines - out-door advertising-poster-banners-
neon signs, publicity literature booklets, folders,
house organs-direct mail advertising-cinema and
theatre programme-radio and television- advertising-
exhibition-trade fair-transportation advertising
 ADVERTISING MEANING

 It has originated from Latin word ‘adver’ which

means ‘to turn the mind toward’.
 Dictionary meaning of the term is ‘to give public
notice or to announce publicity’.
 In general, Advertisement is a medium of impersonal
sales efforts.
 It is a technique of popularizing one’s product or
services.
DEFINITION OF ADVERTISING

 “Any paid form of non-personal presentation or

promotion of ideas , goods or services, by an
identified sponsor.’’
American Marketing Association
 “Advertising is mass communication of
information intended to persuade buyers so as
to maximize profits.”
Littlefield and Krikpatrick
 FEATURES OF ADVERTISING

 1. PAID FORM OF COMMUNICATION

 2. NON – PERSONAL PRESENTATION OF MESSAGE
 3. PROMOTION OF PRODUCT
 4. SPONSORED BY IDENTIFIED PERSON
1. PAID FORM OF COMMUNICATION

Advertiser pays the amount to

newspaper, magazines, televisions,
radio etc., to purchase the space or
time to communicate with the
prospective customers.
2. NON – PERSONAL PRESENTATION
OF MESSAGE

* Does not come face to face.

* It is read, seen or listened by

the customers
3. PROMOTION OF PRODUCT

The purpose of the product is to

promote the product or services in
order to increase the sales of
product or service.
4. SPONSORED BY IDENTIFIED PERSON

These are sponsored by identified

persons. It should disclose or
identify the sources of opinions and
ideas it presents.
 OBJECTIVES OF ADVERTISING

 1. PROMOTION OF SALES
 2. EDUCATE PUBLIC ABOUT PRODUCT
 3. INTRODUCTION OF NEW PRODUCT
 4. OVERCOME COMPETITION
 5. MASS PRODUCTION
 6. RESEARCH AND DEVELOPMENT
 PROMOTION OF SALES

 Advertising is undertaken to create demand for new

and existing products and services.
 It informs people about the new products and
persuading them to go for particular products.
 An effective advertising will help in attracting more
and more customers.
EDUCATE PUBLIC ABOUT PRODUCT

 Advertisement not only promote products but they

also educate public about their proper use.
 Products may sometimes be put to some alternative
uses or some additional uses .
 This is brought to the notice of public and it may
fetch more customers.
INTRODUCTION OF NEW PRODUCT

 Whenever a new product is introduced in the

market, it must be brought to the notice of the
public through advertisements.
 A new product cannot make an impact in the minds
of the customers without the help of advertising.
 Advertisements are helpful in quick publicity of
products.
 OVERCOME COMPETITION

 Every product is facing not only national but also

international competition.
 In order to survive in competition, the good features
of the product should be brought to the notice of the
public.
 So advertisements will help in overcoming
competition from other products.
 MASS PRODUCTION

 Large scale production will be possible only if there

is a market for the products .
 Product market can be possible if the product is
widely advertised.
 Mass production will help in reducing production
through economies in various expenses.
 So advertising is required if production is to be
increased.
RESEARCH AND DEVELOPMENT

 Advertising stimulates research and development

activities.
 In the prevailing competitive environment every
producer has to differentiate its products from
alternative/substitute products available in the
market.
 This will be possible only if regular research is
undertaken on the product and attracting more
customers for the same
 IMPORTANCE OF
ADVERTISING
TARGET ORIENTED FOR THE SOCIETY

FOR THE MARKETING FOR THE CUSTOMER

CONSUMER AWARENESS FOR SELLING

CREATIVITY AND
INNOVATION
 Importance of advertising to Customers
Advertising not only benefits the producers
and Traders but benefits the Customers as
well . Advertising provides awareness of the
existence of the product to the Customers
Important for the Customers
• Advertisements plays vital role in life of
customers.

• Customers buy the products only after they

are made aware of that product.

• Advertising help Customers to find the best

products for themselves.
Importance for Marketing
 Advertising also performs in marketing

 Avertising role’s through various media, to

inform the public about products and
Services

 Advertising helps increasing sales

 Examples : Beauty Products

Home Appliances
Automobiles
 Important for the Society

 To inform people
 Increases Knowledge
 Aware about what is good or Bad
 Deals with the Social issues which are happening in our
surrounding

 For Example :Girl Child Killing

Child Labour
Liquor Consumption, Smoking etc
 SUPPORT TO PRESS

 Revenue to the publishers and magazines

 To increase the circulation of their publication by
selling them at lower rates
 Publications at cheaper rates
 Revenue for TV Network
 Example: TV Channels, Newspaper
IMPORTANCE FOR EDUCATION

 To know about new products in Market

 Education fields
 Entertainment
 Their needs
 Advertising Media

 The Term media refers to the means through

which the advertising information is
communicated by the advertiser to the
prospective customers.
 It may be classified under two categories:
Direct Advertising
Indirect Advertising
Direct Advertising
It aims at reaching directly the known prospects
and is done through direct mail advertising.

Indirect Advertising
Under this public is indirectly approached through
a well chosen media such as films, television, radio etc.
 The Principal Media of advertising that
are commonly used are discussed below

 1. PRESS MEDIA:

It refers to the publication of the advertisement in

newspapers, magazines, and journals. a large number
of national, local and state newspapers; magazines are
there in which these kind of advertisements appear as
it is most economical, effective and elastic method of
enlightening people
 (A) Newspaper

 It is the best medium for those who desire to

reach general public quickly and at short
interval. Newspapers have a wide circulation
and are very effective. They are said to be the
backbone of all advertising program
 Print Media

Print Media

Newspapers Magazines Journals

Daily Weekly Weekly Fortnightly

(B). MAGAZINES AND JOURNALS

These are the periodicals published weekly, fortnightly,

monthly, quarterly or yearly to be read in leisure
hours.
These are of various types like ordinary magazines
which are read by all classes and special magazine
such as women magazine and children magazine.
Journals are devoted to various subjects such as
commerce, management etc…
 2.OUTDOOR MEDIA

 It refers to the display of advertisement in

open places wherefrom people generally pass
through such as railway stations, bus stands
etc... The appeal of this advertisement takes a
mass form as many people move out of doors
every week.
 It embraces the media like

 Posters (BOARDS)
 Painted displays (BANNERS)
 Electrical arrangements (NEON)
 Sky-Advertising or Sky Writing
 Sandwich men
 (A) POSTERS
 Posters build your brand. When posters showcase
your business's signature colours and logo, it makes
it easier for customers to recognize your company.

 Vibrant posters that utilize cutting-edge graphic

design will leave a lasting impression in their
minds, and show them that your brand is
professional.
 (B) Banners

These are painted displays on clothes. It

finds place at entrances of trade fair or
exhibition. These
are same as boards in its characteristics. It
finds place at crossing, entrances of trade
fair, erected
structures built of poles or pillars.
 (C ) NEON SIGNS

These are popularly known as

spectacular signs. Spectaculars
are non-standardized and large
permanent signs that make use
of elaborate light and action
effect. These are usually kept at
entrance
and exit of cities.
 (d) Sky Advertising

 Air advertising has got importance in advertising. Sky writing is the

kind of publicity where
message is spread in the sky one form or the other.

 Eg., Smoke writing, Kite writing.

As these are unusual and distinct they attract the attention of the
public easily.
 (e) Sandwich men

The advertisers hire sandwich men. They move down

through busy roads and streets. They dress
in peculiar way with fancy clothes, they create certain
type of musical sound and they carry posters of the
products for advertisement.
 Direct Advertising

 Sales Letter
 Book – Let
 Catalogues
 Folders, House Organs
POSTAL OR DIRECT MAIL ADVERTISING

 It is a way of transmitting information or message

direct to potential customers through the medium
of post.
 Such advertising reaches the public free of cost for
them and is generally read indoor.
 The important direct mailing media are card, sales
letters, circulars, leaflets, calendars, booklets, etc.
 4. OTHER MEDIA

(A) FILMS

It is very popular and consist of a wide range from

ordinary slides to short films and feature films produced
for specific purpose. One find such advertisements before
the film start or in intervals.
 (B) RADIO
 It is the cheapest and most pervasive off all
mass communication.
 It is even effective in rural area.
 ADVANTAGES –
1. It is alive and quite dramatic.
2. It effects the mind and is more receptive.
3. It has human appeal.
4. It requires little effort on the part of
listener.
 (C ) TELEVISION
 Latest and fastest.
 More effective than radio or other
methods.
 Enough scope of variety.
 It is catchy.
 Coverage is more.
 Provides pictorial presentation.
 It is very expensive.
 (D) WINDOW DISPLAY

 They are the face of the shop which constitute

the first impression of the establishment.
 they are used to attract person into the shop
by arousing their interest.
 ADVANTAGES –
1. Provides actual life-size presentation of
demonstration.
2. save the time of shopkeeper.
3. adds to the beauty of shop.
4. it appeals at the time of purchase and has
immediate effect.
 (E) INTERIOR DISPLAY AND
SHOWROOMS

 Prospective consumers have the opportunity

of visiting the showrooms at their leisure and
have careful glance over the item displayed.
 The success of the media depends upon
suitable locations and proper layout of the
showroom.
 This helps the customers to inspect and buy
the goods immediately.
(F) FARES AND EXHIBITION

 These are become more popular not only in

cities but also in rural areas.
 These are held in a central places where
mass can reach easily.
 The sellers are given opportunity to display
the product and provide ready market.
 The customers study the various products
and have the knowledge of market.
(G) TRANSPORTATION ADVERTISING
Types of Transportation Advertising

Inside Transit Outside Transit

 Bus  Bus
 Trains (outside of
the Vehicle)
 Train
 Cinema & Theatre Advertising

It is an audio-visual medium of communication.

Local companies shops, IT education institutions,
use it.

For all most all consumer goods manufacturers

this theatre and cinema are advantageous
medium.
 Unit - 2

 Advertising agencies-advertising budget-

advertising appeals - advertising
organisation-social effects of advertising-
advertising copy - objectives-essentials -
types-elements of copy writing: Headlines,
body copy - illustration-catch phrases and
slogans-identification marks.
 Advertising Agencies

 An advertiser firm may organize the advertising

campaign through its own advertising
department or may give the whole or part of
advertising work to a group of experts known as
advertising agency.
Features of Advertising Agencies

It is an independent organization.

It is composed of creative and business
people.
It develops prepares and places advertising.
It works for sellers.
Functions of Advertising Agencies

Funtions of advertising
Agencies

Functions for the Clients Functions for the media owners

 Functions for the Clients

 1.It replaces the advertisement department

 2. It provides expert viewpoint
 3. It brings in economy and excellence
 4. It shares its rich experience
 Functions for media owners

 1.It assures risk free business

 2.It takes the sales job
 3. It undertakes the advertising scheduling
 Advertising budget

 An advertising budget is important for a successful

marketing plan. Your ad budget is the amount you
plan to spend on paid promotion of your brand
and/or products over a set time period, such as a
year or a quarter.
Characteristics of advertising budget

 1. It is prepared in advance and is based on a future

plan of actions.
 2. It relates to a future period and is based on
objective to be attained.
 3. It is a statement expressed in monetary units
prepared for the implementation of policy framed by
 the top management.
Process of Advertising budget
(a) Preparation (b) Presentation

Process of Advertising
Budget

© Budget execution (d) Control of budget

 Factors influencing the size of
Advertising budget

 1. The objectives to be attained,

 2. The coverage Expectations,
 3. Product class,
 4. The stages in product life cycle,
 5. The prevailing economic conditions,
 6. Age of the company
 7. The size of the company,
 8. The funds available,
 9. The competitive activities
METHODS OF DECIDING ADVERTISING
BUDGET

 (1) The percentage of sales method,

 (2) Objective and task method,
 (3) Competitive parity method,
 (4) Affordability method,
 (5) Unit of sales,
 Selection of advertising agency

 1. Full service agency and part-time agency

 2. Compatibility
 3. Agency Team
 4. Agency stability and reputation
 5. Services
 6. Creativity
 7. Problem solving approach
 8. Suitability
 (A) Competing account
 (B) Location
 (C ) Size of agency
 9. Record
 10.Clients Record
 ADVERTISING APPEAL

 Appeal is the central idea of an advertisement. An

appeal is earnest request or a plea to the
prospects.Every advertisement is an appeal to buy
and use the product of services supported by reasons
to buy and use.
 Essentials of good appeal

It should be It should be
thematic communicative

ESSENTIALS OF
GOOD APPEAL

It should be It should be
interesting believable
 DIFFERENT TYPES OF APPEAL

 1. Rational appeal,
 2. Emotional appeal &
 3. Moral appeal
 CLASSIFICATION OF ADVERTISING
APPEALS

 1. Product or service related appeal

 2. Consumer related appeal
 3. Non consumer and non product related appeal
SOCIAL ASPECTS OF ADVERTISING

 1. Advertising and cultural value

 2. Development perspective
 3. Advertising and standard of living
 4. Ethical issues in advertising
 5. Harmful effects in advertising
 6. Confuses the people
 7. Forceful selling
 ADVERTISING COPY

 Copy is the soul of advertisement. An

advertisement copy is all the written or spoken
matter in an advertisement expressed words
or sentences and figures designed to convey
the desired message to target customers.
Written content of advertisement is called as
copy and visual part is called as illustration.
OBJECTIVES OF ADVERTISING COPY

 (A) DIRECT ACTION

 (B) INDIRECT ACTION
QUALITIES OF GOOD ADVERTISEMENT
COPY

 1. It must be simple
 2. It must be informative
 3. It must be concise and complete
 4. It must be enthusiastic
 5. It must be honest
 6. It creates an urge
 ADVERTISEMENT COPY

 Ad copy, or advertising copy, is a form of

branded content that aims to convert a
potential lead for your business into a
customer.
TYPES OF ADVERTISEMENT COPY
Types of Advertisement
copy

Institutional Reason why Human interest

copy copy copy

 Humorous
Expository copy Suggestive copy copy
 Fear copy
 Story copy
 Predicament
Indirect Direct copy
suggestive suggestive
copy copy
STRUCTURE OF AN ADVERTISING COPY

 In print media, the advertisement copy is made up of

the components like, headline, sub head lines, body
of the copy, illustration, slogan , etc
 COPY OF HEADLINE

 Head line is the first door or the main door to the entire
advertisement. Mr. Loyd Herald had defined headlines as
“the name given to the display line which appears at the
top or near top of the advertisement, it acts as a sign post
in stopping the reader and impelling him to read the
message. IT is a word or phrase or a sentence printed in
large size letters and implying the message underlying
the advertisement”. Headline is a due or signal and not a
caption to the whole advertising message
 FUNCTIONS OF HEADLINES

 To attract the attention of readers

 To induce the reader to read the text
 To give concise selling message
 suggest easy selling message
 create self interest
 news about the product to Customers
 create brand image
 creates curiosity about the product
 It induces the reader to read the text
 TYPES OF HEADLINES

 Informative headline
 Provocative headline
 Selective headlines
 Label headlines
 SLOGAN MEANING

 slogans are short phrases used in advertising

campaigns to generate publicity and unify a
company's marketing strategy. The phrases may be
used to attract attention to a distinctive product
feature or reinforce a company's brand. 
 Functions of slogan

 1. IT replaces headline
 2. It communicates faster
 3. It speaks of company personality
Characteristics of good slogans are

 slogan is simple and straightforward.

 should carry some pleasing sales idea.
 conveys more in a compact form
 Good slogan finishes the job in 7 to 8 words 8 words.
5. M
 Many ideas give rise to one slogan
 BODY OF THE COPY

 Body of the copy is the textual matter. IT explains and

develops the ideas hidden in the headline. The
headline captures the reader’s attention, likewise
text matter convert that interest into product
interest. Prospect with reat intention of buying the
product will be interested in sales message. Mains
guidelines to be followed in framing text are.
 ILLUSTRATIONS

 Illustration is the picture, it may be drawing a

photograph, a chart, a diagram or a printing used to
gain attention, comprehension and behavior change.
Pictures are nearest thing to universal language.
Pictures express things what a word cannot. A
picture stands for the artwork. Illustration is the
powerful force that shapes the character, personality
and the tone of the advertisement.
 Functions of illustrations

 1. attracting the attention

 2. Stimulating the audience
 3. Selecting the audience
 Essentials of good illustration

 1. It should be simple
 2. It should be suggestive
 3. It creates interest
 4. It should be relevant
 5. It should be credible.
Techniques or types of illustration

 Comparison Illustration
 Contrast
 Magnification
 Product
 Product in setting
 Product in action
 Product result
 IDENTIFICATION MARKS

 It is the last part of advertisement copy. Advertiser

who want to speak to his prospects about product or
service merit, features and benefits must use some
identification marks on product or container. These
identification marks enables the prospect to know
from which product or service he is getting
information. Such marks separate the product from
similar manufacturer i.e competitor. there are three
types of identification marks
TYPES OF IDENTIFICATION MARKS

 1. Trade name
 2. Trademark
 3. Brand name
 4. Logo
THANK YOU