In Latin, ad vertere means

"to turn toward"

 In Latin, ad vertere means "to turn toward".

How a company encourages people to buy their

products, services or ideas.

A form of marketing communication used to promote or

sell something, usually a bussinesss product or service.

Advertising messages are usually paid for by sponsors and

viewed via various old media; including mass media such
as newspaper, magazines, television advertisement, radio
advertisement, outdoor advertising or direct mail; or new
media such as blogs, websites or text messages.
 Commercial ads seek to generate
increased consumption of
their products or services through "branding," which
associates a product name or image with certain
qualities in the minds of consumers.

Non-commercial advertisers who spend money to

advertise items other than a consumer product or
service include political parties, interest groups,
religious organizations and governmental agencies.
Non-profit organizations may use free modes
of persuasion, such as a public service
announcement.
A company encourages
people to buy their products,
services or ideas.
 to convince customers that a company's services or
products are the best,
enhance the image of the company,
point out and create a need for products or services,
demonstrate new uses for established products,
announce new products and programs,
reinforce the salespeople's individual messages,
draw customers to the business,
and to hold existing customers.
Clow & Baack Model
Marketing Mix
 The model clarifies the objectives of an advertising campaign
and for each individual advertisement.

It postulates six steps a buyer moves through when making a

purchase:

AWARENESS

KNOWLEDGE

LIKING

PREFERENCE

CONVICTION

PURCHASE
 The marketing mix was proposed by professor E. Jerome
McCarthy in the 1960s. It consists of four basic elements called
the "Four Ps".

PRODUCT is the first P representing the actual product.

PRICE represents the process of determining the value of a

product.

PLACE represents the variables of getting the product to the

consumer such as distribution channels, market coverage and
movement organization.

The last P stands for PROMOTION which is the process of

reaching the target market and convincing them to buy the
product.
 In the 1990s, the concept of Four Cs was introduced as a
more customer-driven replacement of four P's. There are two
theories based on four Cs:

Lauterborns Four Cs

Shimizus Four Cs

Further, 7Cs Compass Model was introduced.

 Lauterborn's Four Cs: Shimizu's Four Cs:

CONSUMER COMMODITY

COST COST

COMMUNICATION COMMUNICATION

CONVENIENCE CHANNEL
 7Cs Compass Model:

CONSUMER

COST

COMMUNICATION

CONVENIENCE

COMMODITY

CHANNEL

CO-MARKETING
Tagline
Brand
Campaign
Target Audience
 TAGLINE : A tagline is a creative, often witty, ad
slogan that helps people remember a
particular product.

BRAND : Brand is the name of a product or

service that is very easily recognizable. People
buy the product because of the brand name.

Some famous brands are Dettol, Pepsi cola,

Parle G, Hawkins pressure cooker, Bajaj
scooter, Yamaha motorbikes, Cadburys
chocolate, Ponds soap, Sunsilk shampoo,
BandAid, Dalda, Hamam soap, Lifebouy soap.
 CAMPAIGN : An advertisement campaign is a series
of advertisement messages that share a single idea
and theme which together make up an
advertisement strategy for a product, service, or
institution.

Advertising campaigns appear in different media

across a specific time frame.

An example of an advertsing campaign is the Jago

Grahak Jago ( wake up, consumer) campaign
initiated by the government of India to create
consumer awareness and protect the rights of the
consumer across the country.
 TARGET AUDIENCE : Target audience or target group
is the primary group of people that something, usually
an advertising campaign, is aimed at.

A target audience can be people of a certain age

group, gender, marital status, etc. (example:
teenagers, females, single people, etc.)

A certain combination, like men from twenty to thirty

is often a target audience.

Other groups, although not the main focus, may also

be interested.
Advertisements of this sort
have been used to promote
a wide variety of goods,
services and ideas since the
beginning of television.
 A television advertisement is a span of television
programming produced and paid for by an organization,
which conveys a message, typically to market a product
or service.

Advertising revenue provides a significant portion of the

funding for most privately owned television networks.

The vast majority of television advertisements today consist

of brief advertising spots, ranging in length from a few
seconds to several minutes (as well as program-
length infomercials).

Advertisements of this sort have been used to promote a

wide variety of goods, services and ideas since the
beginning of television.
 In India, the Code for Self-Regulation of Advertising
in India, established by the Advertising Standards
Council of India (ASCI), is applicable on Television
Commercials (TVCs).

If consumers see an advertisement which they

consider misleading or offensive, they can write to
ASCI.
They are particularly useful if
you need to demonstrate
how your product or service
works.
 Television has an extensive reach and advertising this
way is ideal if you cater to a large market in a large
area.

Television advertisements have the advantage of

sight, sound, movement and colour to persuade a
customer to buy from you.

They are particularly useful if you need to

demonstrate how your product or service works.

Producing a television advertisement and then

buying an advertising slot is generally expensive.
 Advertising is sold in units (e.g. 20, 30, 60
seconds) and costs vary according to:

the time slot

the television programme

whether it is metro or regional

if you want to buy spots on multiple

networks.
Communication
Information
Persuasion
Profit Maximisation
Non-Personal Presentation
Identified Sponsor
Consumer Choice
Art, Science and Profession
Element of Marking Mix
Element of Creativity
 COMMUNICATION : Advertising is means of mass communication
reaching the masses. It is a non-personal communication because it
is addressed to masses.

INFORMATION : Advertising informs the buyers about the benefits

they would get when they purchase a particular product. However,
the information given should be complete and true.

PERSUASION : The advertiser expects to create a favourable attitude

which will lead to favourable actions. Any advertising process
attempts at converting the prospects into customers. It is thus an
indirect salesmanship and essentially a persuasion technique.

PROFIT MAXIMISATION : True advertising does not attempt at

maximising profits by increasing the cost but by promoting the sales.
This way It wont lead to increase the price of the product. Thus, it
has a higher sales approach rather than the higher-cost approach.
 NON-PERSONAL PRESENTATION : Salesmanship is personal
selling whereas advertising is non-personal in character.
Advertising is not meant for anyone individual but for all.
There is absence of personal appeal in advertising.

IDENTIFIED SPONSOR : A sponsor may be an individual or a

firm who pays for the advertisement. The name of reputed
company may increase sale or products. The product gets
good market because of its identity with the reputed
corporate body.

CONSUMER CHOICE : Advertising facilitates consumer

choice. It enables consumers to purchase goods as per
their budget requirement and choice. Right choice makes
consumer happy and satisfied.
 ART, SCIENCE AND PROFESSION : Advertising is an art
because it represents a field of creativity. Advertising is a
science because it has a body of organised knowledge.
Advertising is profession is now treated as a profession with
its professional bodies and code of conduct for members.

ELEMENT OF MARKING MIX : Advertising is an important

element of promotion mix. Advertising has proved to be of
great utility to sell goods and services. Large manufactures
spend crores of rupees on advertising.

ELEMENT OF CREATIVITY : A good advertising campaign

involves lot of creativity and imagination. When the
message of the advertiser matches the expectations of
consumers, such creativity makes way for successful
campaign.
A form of marketing
communication used to
promote or sell something,
usually a bussinesss product
or service.
 To introduce a new product by creating interest for it
among the prospective customers.

To support personal selling programme. Advertising maybe

used to open customers' doors for salesman.

To reach people inaccessible to salesman.

To enter a new market or attract a new group of

customers.

To light competition in the market and to increase the

sales as seen in the fierce competition between Coke and
Pepsi.
 To enhance the goodwill of the enterprise by promising
better quality products and services.

To improve dealer relations. Advertising supports the

dealers in selling he product. Dealers are attracted
towards a product which is advertised effectively.

To warn the public against imitation of an enterprise's

products.
Promotion of Sales
Introduction of New Product
Creation of Good Public
Image
Mass Production
Research
Education of People
Support to Press
 PROMOTION OF SALES :
It promotes the sale of goods and services by informing
and persuading the people to buy them.
A good advertising campaign helps in winning new
customers both in the national as well as in the
international markets.

INTRODUCTION OF NEW PRODUCT :

It helps the introduction of new products in the market.
A business enterprise can introduce itself and its product
to the public through advertising.
A new enterprise can't make an impact on the
prospective customers without the help of advertising.
Advertising enables quick publicity in the market.
 CREATION OF GOOD PUBLIC IMAGE :
It builds up the reputation of the advertiser.
Advertising enables a business firm to communicate its
achievements in an effort to satisfy the customers' needs.
This increases the goodwill and reputation of the firm which is
necessary to fight against competition in the market.

MASS PRODUCTION :
Advertising facilitates large-scale production.
Advertising encourages production of goods in large-scale
because the business firm knows that it will be able to sell on
large-scale with the help of advertising.
Mass production reduces the cost of production per unit by
the economical use of various factors of production.
 RESEARCH :
Advertising stimulates research and development activities.
Advertising has become a competitive marketing activity.
Every firm tries to differentiate its product from the substitutes available
in the market through advertising.
This compels every business firm to do more and more research to find
new products and their new uses.
If a firm does not engage in research and development activities, it
will be out of the market in the near future.

EDUCATION OF PEOPLE :
Advertising educate the people about new products and their uses.
Advertising message about the utility of a product enables the people
to widen their knowledge.
It is advertising which has helped people in adopting new ways of life
and giving-up old habits.
It has contributed a lot towards the betterment of the standard of
living of the society.
 SUPPORT TO PRESS :
Advertising provides an important source of revenue to the
publishers and magazines.
It enables to increase the circulation of their publication by
selling them at lower rates.
People are also benefited because they get publications
at cheaper rates.
Advertising is also a source of revenue for TV network.
For instance, Doordarshan and ZeeTV insert ads before, in
between and after various programmes and earn millions
of rupees through ads.
Such income could be used for increasing the quality of
programmes and extending coverage.
Product Advertising
Service Advertising
Public Service Advertising
Institutional Advertising
 A product is something produced in large numbers
by human beings, machines or by a natural process.

The main focus of the ad in this case is the product

and not the company or manufacturer.

These ads usually have a playful approach.

They are low on information about the product but

are high on style.

Ads of soft drinks, shoes, cars, cell phones and food

products belong to this category.
 Here the focus is not on a factory manufactured
item or product but a company providing a
service. This could be a bank, the railways a call
centre or travel agency.

The ads usually show the company as a leading

service provider in its particulars field.

Ads of bank, railway, metro, etc belong to this

category.
 This is also called social service advertising or development
advertising.

Here the focus is on issues that impact society on a larger

scale, such as family planning, national integration, polio
eradication, and pollution control.

The main purpose is to create public awareness through

hard-hitting direct messages.

These ads do not sell products and services but ideas.

Advertisements are issued through various mass media

such as newspapers, radio and television to create
awareness.
 These ads are directed at creating a good public image of a
company.

The ads focus on the organizations work in areas of research,

development and quality control.

Often the ads concentrate on the social work done by the

company by its sponsorship of educational, cultural and sports
events.

The purpose of these ads is to sell a positive image of the

company rather than a product manufactured by the
company.

The TATA Steel ads in the 1980s with the tag line Ispat bhi hum
banate hain or` we also make steel, is a good example of
institutional advertising.