Advertising - Definitions, types, purpose

8/7/2019 Advertising - Definitions, types, purpose

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a presentation by jamil syed

Advertisingdefinitions types functions


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Advertising

definitions

Advertising is the activity of attracting public

attention to a product or business by paidannouncement in print, broadcast or any other

medium


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Advertising

definitions

Advertising is paid form of nonpersonal message

communicated through various media It ispersuasive and informational, and is essentially

designed to influence the purchasing behavior

and thought patterns of target audience


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Advertising

accepted definition

Advertising is a nonpersonal communication

of information, usually paid for, and usuallypersuasive in nature, about products,

services and ideas by identified sponsors

through various media


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Advertising

understanding the definition

Nonpersonal as compared to personal, i.e., Direct,

one-on-one. It is directed towards groups ofpeople and not an individual

Communication uses any number of the five

senses but mostly two

Information can be complete, incomplete, orrelevantly complete


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Advertising

types

By Target Audience

By Coverage

By Media

By Purpose


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Advertising

types By Target Audience

Consumer

Business

o Individual

o Trade

o Professional


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Advertising

types By Coverage

International

National

Regional

Local


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Advertising

types By Media

Print

Broadcast

Out of Home

o Billboards, Posters, Terminals, Stations, POS, Shop Signs

o Transit Busses, Trains, Cabs

Direct Mail

Directories

Internet


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Advertising

types By Purpose

Product or non-product

Commercial or non-commercial

Primary demand or selective demand

Direct action or indirect action


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Advertising

functions

To differentiate products from competition

To communicate product information features,

benefits, value, image

To urge and induce product use

To expand product distribution by creating

demand

To increase brand preference and brand loyalty

To enhance brand equity


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Advertising

communication

The Communication Process

Source message encoding medium audience

decoding noise feedback


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Advertising

communication

The Communication Process in Advertising

Sending a promotional message to target audience

is called marketing communication. It moves

customers along a continuum from awareness to

satisfaction in six phases. This is also called The

Hierarchy of Effects Model


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Advertising

hierarchy of effect model

Awareness

Comprehension Acceptance

Preference

Ownership

Reinforcement


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Advertising

planning process

Analyzing the current situation

Defining the audience Developing marketing goals and marketing plan

Developing advertising goals and advertising plan

Deciding and agreeing on a budget

Deciding and executing creative strategy

Drawing an effective media strategy

Evaluating advertising effectiveness


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Thank You

Documents

Advertising - Definitions, types, purpose