What is Advertising.pptx

8/20/2019 What is Advertising.pptx

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Promotion Mix


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Promotion Mix


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What is Advertising ?

“Advertising is any paid form of

non personalpresentation/communication ofideas , goods or services by an

identied sponsor”


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1. Any form of communication

ymbol

ign

An illustration

Message

!"roug" any media

#Print, $lectronic , %utdoor, &irect, &isplay media'2.Paid (orm

)ommercial transaction * "as to be paid for

+.on Personal

$xcludes personal sellingAddressed to a mass audience

-. dentied ponsor

ponsor of advertisement openly pays for it.


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(unctions of Advertising

1.Information function

2. Precipitation FunctionAd moves a consumer closer to buying a product instep by step manner/fashion

ustomer go through ! steps process to reach the actof purchase. " #avidge $ %teiner&

a. 'na(areness of goods or services

b. A(areness of product

c. )no(ledge of (hat the product o*ers

d. #i+ing for or a favorable attitude to(ards the product

e. Preference for one brand over others

f. A desire to buy the product $ a conviction that buyingit (ould be (ise.

g. Purchase


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+.Persuasive function

,he process of moving consumers to purchase.

-.einforcement function

-a+ing customers feel good about their previousdecisions to buy a product

e.g. !"e 0agon is rated best bycustomers

2.eminder function

!o 3eep advertiser4s brands name fres" ,alive in t"e minds of t"e target customers.

5.6alue Adding function !o increase t"e perceived value of a brand

t"roug" advertising.

!o ma3e t"e brand more valuable in t"e

eyes of consumers.


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• ther functions

educes middlemen

0nhances good(ill of the company

Positive impact on employees

%ense of security among employees

Increases production sales

Industrial gro(th


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7enets * 8imitations of Advertising

1.ene3ts to onsumers

• Adds perception utility to product "Positively in4uence the perception of consumers

about the product/service&

• 5elps in ma+ing purchase decisions

• 6ives consumers an opportunity for comparison• Provides product information features bene3ts price

availability

• 0nsures better 7uality " Ad ensures that customers

are dra(n to the product at least for a trial order&• %aves customer8s times in shopping

• Advertising encourages competition $ (hich helpsconsumers to get 7uality products/service at

reasonable price.


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2.ene3ts to -anufacturer• Ads create customers

• Ads increase t"e sales of company• $nables manufacturer to introduce t"e

product in t"e mar3et

•

Advertising "elps to control t"e productprices # pecially retail prices'

• Advertising "elps manufacturer ininforming t"e mar3et about t"e c"anges

in t"e product/service• Advertising acts as a salesman

• Advertising 9idens t"e mar3et


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+. 7enets to ociety• ncreases t"e standard of living in t"e society

ncreases demand, desires

ncreases production * consumption

8eads to produce better * c"eaper products

More * More people to buy t"e products

• Provides employment opportunities

• Provides information to t"e masses

• $ducative role of advertising #c"ool )"ale :um'

• &ue to ads , it becomes very economical for t"econsumers to access t"e print * electronic media.

• Ads also give social contribution

#Ads about pollution, environment, energyconservation, g"t against cancer etc i.e. givessocial messages'


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-.7enets to alesman• )reates colorful bac3ground for t"e

salesman• Ma3es salesman4s ;ob easier

• nstills condence in t"e salesman


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$conomic * ocial Aspects of Advertising

$conomic Aspect• $8eads to ne9 products

• &emand for agricultural produce also increases due to "ig"erconsumption


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ocial Aspect of Advertising

• &eceptive advertising

t refers not only to t"e information content in advertising but mayalso arise from misplace emp"asis in presentations.

)ola based soft drin3s are targeted at people of all agesefres"ing drin3

• (orceful selling

it can manipulate buyers into ma3ing a decision against t"eir 9illor interest.

Manipulation is done t"roug" emotional appeals.

)adbury repositioned its c"ocolate in suc" a manner t"at it replacest"e traditional mit"ai in t"e marriages

$xc"ange melas * o< season discounts

(ans in 9inter

)oupons, cratc" cards etc

A c"ild can enter a dra9ing competition by producing a surf9rapper.

• Media misuse

Ads related to alco"ol, pan masala, )igarettes, etc

net"ical ads , %


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• ocial development

• %pportunity to select proper product

• ncreases importance of consumer• $n"ances 3no9ledge

ome examples of t"e Advertisements9it" social aspectsB=

• ?ro9=more=trees

• &rin3 mil3

• $at "ealt"y food,

• ay no to drugs• ?et your c"ild vaccinated in time

)onsumer protection


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,ypes of advertising

1.Pioneering advertising

•

,o develop primary demand for a ne(ly developed product category" At introductory stage of the product&

• Initial ads by vacuum cleaners micro(ave blac+ $ (hite tv

C.)ompetitive advertising

• nDuence demand for brand in t"e gro9t" p"ase of t"e P8).

E %ften uses emotional appeal.• ,o increase the demand of a speci3c brand .

" For the product in the gro(th stage&

a. &irect type/&irect Action advertising

• %ee+s to stimulate direct buying action

•

,o see+ an immediate response to the ad in the form of readersending an order for the goods advertised or a re7uest for furtherinformation.

• Air India ad giving price time table $phone number on (hich acustomer may call for reservation "


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b. ndirect type/ndirect actionadvertising

•


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-. nstitutional ad

&esigned to en"ance a company4s

image rat"er t"an promote a particular product.• ,o build good(ill reputation of company• ;ame $ prestige of the company

• ,o create positive attitude of the customers to(ards thecompany

• F0e also ma3e teel4 !ata teel

a. Public relations institutional advertising•. ,o create favorable image of the 3rm employees

stoc+holders general public.

b. Public service institutional advertising•.


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Advertising Media

• In advertising terms a medium is a

channel of communication li+e ne(spapers maga@ines radio ,= etc

• =ehicle for carrying the ad message of

advertiser to the prospects.• ,he physical means (hereby a

manufacturer of goods or a supplier

of services tells the consumer abouthis product or service.


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)lassication * )"aracteristics of Media

1.ndoor advertising media

Press/Print mediaadio

!elevision

(ilm

C.%utdoor advertising mediaPosters

Painted displays

!ravelling displays

$lectric signs

3y 9riting

and9ic" men


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+. &irect advertising media

Post cards

$nvelope enclosures7oo3lets * )atalogues

ales letters

?ift novelties

tore publicationsPac3age inserts

-. &isplay advertising media

&isplays

"o9rooms

$x"ibitions


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1.Press media or Print media

e9s papers

Merits

8ocal coverage

8engt"y * complex messages

)omparatively economical

$ase of release0ide reac"

!rial advertisements

&emerits

"ort life span)"ances of being unnoticed

&i


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MagaHinesMerits

• 8onger life

• 6isual display

• electivity

• ?eograp"ical Dexibility

•

&emerits• nDexibility # o ease of release'

• 0aste in circulation

• )ostlier

• estricted freGuency


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• adio

Merits

• electivity # Advertiser can advertise onlyin targeted mar3ets'

• nstant * Dexible medium # ot li3e !6'

• :uman touc" # :uman voice'

• Mass coverage• $conomy

• &emerits

• 8ac3 of illustration

• Message peris"ability

• 8imited time


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!elevision

Merits•

&eep impact• Mass communication media

• Manufacturer "ave upper "and in distribution

• 7est presentation # Audio, 6ideo, grap"ics '

•

mage building &emerits• !ime consuming

• "ort life

• A costly medium• !"e clutter problem # %vercro9ding of too many

commercials in very s"ort span of time'

• )lutter reduces t"e e


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(ilm advertising media

Merits

• $nsures captive audience # :ig"er degree ofconcentration of peopleI

• deal for nic"e mar3eting # egment specic,mar3et specic, i.e. rig"t do9n to a particular

district, city, or even t"eatre'• elatively economical to s"o9 t"e ad

&emerits• )ostly to prepare ad lm but not t"e slides.

• 8imited coverage• esentment from vie9ers # May irritate to

vie9ers'


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%utdoor advertising media

Posters• %imple brief $ attractive

• elatively longer life

• nly reminder is possible

Painted displays

• -ore large $ elaborative than poster

•

#onger life!ravelling displays / !ransit advertising

Ads on trains buses cars truc+s auto ric+sha(s etc

3y 9riting

%+y balloons giant +ites search lights

ostlyand9ic" men

Funny media.

$lectric signs/eon signs

-a:imum visibility light e*ects


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Merits of outdoor media• 8ong life

• %


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&irect advertising media/&irect mailadvertising

Merits• :ig" selectivity

• Personal touc"

• &eep impact

• Measurement of e


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&isplay advertising media

&isplays

)alled as P%P advertising0indo9 displays, )ounter/interior displays,

"o9rooms, !rade s"o9s , $x"ibitions etc

• Ability to allo9 prospects to experience t"e

products before buying• Also an e


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(actors a e9s papers /MagaHine

f 9ant immediate action t"en direct advertising ispreferable

•

!"e type of selling messagef demo is necessary t"en !6 ad

• 7udget

• )ompetitor4s advertising media

• Media availability


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Documents

What is Advertising.pptx