PRESENTATION ON

ADVERTISING

INTRODUCTION

Although advertising is an accepted part of every day life, there is still great debate as to how advertising works & the role it can & should perform with in the marketing communication mix.

This module enables the applicants to review this debate & apply the theories to the advertising in our media today.

They will learn how to put together an advertising plan & will examine the ingredients of an effective advertisement& ways in

which this effectiveness can be measured.

ADVERTISING

According to “ Philip Kotler” & American Marketing Association,

“The advertising is any paid form of non personal presentation of

- Ideas

- Goods

- Services by an identified sponsor that is called Advertising.”

ROLE OF ADVERTISING

Simply put : Advertising exists to help to sell things.

It is mainly about brands.

It is mainly designed to create & strengthen consumer impressions of the brand.

Exception is Public Service Advertising.

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COMMUNICATION

ECONOMIC

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The process of Business uses to satisfy consumer needs by providing goods & services.

. Product category

. Target market

. Marketing mix

. Brand

CONT………………….

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COMMUNICATION

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Can reach a Mass Audience

Introduces Product

Explains Important changes

Reminds & Reinforces

Persuades

CONT…………

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COMMUNICATION

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Moves from being informational to creating demand.

Advertising is an objective means for providing price value information there by creating a more rational economy.

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COMMUNICATION

ECONOMIC

SOCIETAL

Informs consumers about innovations & issues.

Mirrors Fashion & Design trends.

Teaches consumers about new products.

Helps shape consumer self-image.

Perpetuates Self-Expression.

TYPES OF ADVERTISEMENT

We come across several Advertising messages in different media. All of them are not similar. The Advertisements differ with respect of their targeting ,the media used & aims before the advertiser.

The Advertisements are thus classified on the basis of their targeting , geographic selectivity , media selectivity & advertising objectives.

CLASSIFICATION OF ADVERTISEMENTADVERTISING

For whom(target audience)

Geographic Coverage

Media used Aims

Consumer advertising

Industrial advertising

National Regional Local International

Print : Newspapers, Magazines

Electronic : Radio, TV

Direct MailOutdoors Miscellaneous

Financial Ads Primary DemandSecondary Demand Product or ServiceSocial Messages Direct ActionIndirect Action

TARGET AUDIENCE

Consumer Advertising : Directed to users of consumer pdts both durables & non-durables.

Eg:- advt of Jeans to teenagers or advt of lipsticks directed to women.

Industrial Advertising : Directed to institutions & other business organizations & for capital goods. Necessary to conduct the Business.

Eg :- type writers sold to an office.

Trade Advertising : Directed to our distributers , retailers , & wholesalers.

Eg :- pharma company advertisers in a chemist’s magazine.

Professional Advertising : Directed to other professionals like CAs, Doctors , Engineers , Architects , solicitors , etc.

Intend to persuade them to buy a pdt useful in their professional practice.

GEOGRAPHIC COVERAGE

Firms do business on a global basis to prepare international advts , eg :- Coke & Pepsi

All- India business do National Advertising thorough mass media like Times Of India, Vernacular press & magazines ,TV .

Regional Advertising : Restricted to a region.

State level print media & Regional channels of TV used.

Local Advertising : Retailers do it.

Uses tabloids having local circulation

MEDIA USED

Print Advertising :- Called when put in press & magazines.

Electronic Advertising :- Called when put on Air either through Radio or TV – both satellite & terrestrial.

Outdoor Advertising :- Hoardings & Posters.

Transit Advertising :- Advts on Buses & Trains.

AIMS

Product Advertising :- Aims to Stimulate the sale of Pdts .

Includes services such as Banking, Transportation & Tele communication.

Non- Product Advertising :- Aims to create a favorable image of the Organization.

Selective Demand Advertising :- Promote individual brands within primary demand for a product category.

Direct-Action Advertising :- Advertisers can insert a coupon or make a time bound offer to create it.

Indirect –Action Advertising :- Works indirectly by making the prospects favorably inclined to pdts.

ADVERTISING IN MARKETING MIX

Marketing Mix :- Arange of tools &techniques allowsbusinesses to providecustomers with whatthey want & acts as aconduit for consumerdemand to reachbusiness thus, turningthis demand in toprofitable sales.

Tools :- . Product formulation &

variation

. Packaging

. Sales Literature

.Sales Force

.Pricing

. Sales Promotion

.Direct Mail

. Advertising

. Market Research

. Branding

Product

Brand

Packaging

Innovations

Life cycle

Brand : Products converted in to a brand with name or symbol to distinguish competition.

Packaging : Helps in creating a Brand identity’ preserving & protecting.

Innovations : To service in a competitive market

Price

Pricing Strategy

Price and Quality

Price Alternatives

Discounts

Pricing Strategy : skimming or penetrative

Skimming : charge high price initially to cover cost of distribution & cost of promotion.

Penetration : charge a lower price initially to penetrate market deeply.

Price & Quality : Inter-related.

Place (Distribution)

Channels of distribution

Physical Distribution

Wholesalers , Retailers

- Involves Transportation , Warehousing & Inventory management.

Promotion

Advertising

Personal Selling

Public Relations

Sales Promotion

- Technique of communication used along PS, DM & SP.

- Face to Face communication –Salesman tries to persuade a prospect to buy a product.

- Relationship b/w Org & its public like Employees , Shareholders , Customers , Distributions , Media & Community.

- Offered to customers like free gifts & price offs to move the pdts rapidly.