Advertising

Advertising is an important tool of

promotion
Advertisement is a non-personal
presentation of an idea or a product (where
as personal selling or salesmanship help
in personal promotional)
great importance due to tough
competition in the market and fast changes
in technology
used for communicating business
information to the present and prospective
customers
In the modern age of large scale
production, producers cannot think of
pushing sale of their products without
advertising them.
 What is advertising
 According to William J. Stanton,
"Advertising consists of all the
activities involved in presenting to an
audience a non-personal, sponsor-
identified, paid-for message about a
product or organization.”
 The message which is presented or
disseminated is known as
‘advertisement'
 Features of Advertising
Paid foam of communication.
non-personal presentation of
message
The purpose of is to promote
ideas
Advertisement a issued by an
identified sponsor
Publicity and Public Relations
 Publicity is a part of marketing and
customer relations
 Publicity comes from news reporters,
columnists and journalists. It comes to
the receiver as the truth rather than as
a commercial.
 Public relations and publicity taken
together are one of the four major
ingredients of promotion-mix.
 Every from tries to create a good public
relations so as to get good publicity
through press and electronic media
Difference between Advertising
and Publicity

Paid/non-paid from.
Identification of sponsorer
Control over message
 Difference between Advertisement
and Personal Selling
Personal/Non-personal form
Mass vs. Individual
communication.
Purpose. (goodwill-
advt/selling-per sale)
 Objectives of Advertising
 To introduce a new product
 To support personal selling programme
 To reach people inaccessible to salesman.
 To enter a new market or attract a new group
of customers.
 To light competition
 To enhance the goodwill
 To improve dealer relations
 To warn the public against imitation
 Functions of Advertising
Promotion of Sales.
Introduction of New Product
Creation of Good Public Image.
Mass Production
 Research
Education of People.
Support to Press
 SIGNIFICANCE
Benefits to manufacturers.
 introducing new products
 new taste among the public & stimulate
 steady demand (soft drink-summer)
 meeting the forces of competition
 goodwill of firm by promising good
quality
 morale of the employees of the firm
 Retailers are encouraged to purchase
and sell the advertised products.
 Benefits to Customers
 helps the customers to know the the
existence of various products and their
prices.
 they cannot be exploited by the sellers
 educate the people about new products
and their uses.
 Induces the manufacturers to improve
the quality of their products through
research
 Benefits to Society
 provides employment to persons
engaged in writing, designing and
issuing advertisements.
 promotes the standard of living of the
people
 Advertising sustains the press and
other media. It provides income to the
press, radio and television network.
 IS ADVERTISING A SOCIAL
WASTE ?
 Multipliesthe needs.
 Makes the product more costly.
 Increase in demand at the cost of
another manufacturer
 Creates brand monopoly
 Every advertisement is not creative
 Undermines moral values
 Corrupt the minds of youngsters
 TYPES OF ADVERTISING
 Consumer oriented or Persuasive
Advertising (telling us to buy a particular item)
 Informative Advertising (TV, Fridge)
 Institutional or Corporate Advertising (corporate
image)
 Financial Advertising (UTI, GIC. LIC and
company's/corporation's sale of shares )
 Classified Advertising. Situations Vacant, For Sale and
Matrimonial.)
 Govt Advertising. (social problems like dowry, drinking,
AIDS, pollution)
 MEDIA OF ADVERTISEMENT
 Press advertising
 Outdoor advertising
 Film advertising
 Radio advertising
 Television advertising
 Direct mail advertising,
 Display advertising
 Speciality advertising
Press Advertising or Print Media
 advertisingthrough newspapers,
magazines, journals, etc.
 used by modern businessmen- It may
be noted that advertising is an
important source of finance for the
press or print media.
 Because of advertisements, the
subscribers get newspapers and
periodicals at subsidized rates.
 Newspaper Advertising
 Newspaper
reading is a common habit
among most of the educated people
Merits
 newspaper can reach a large number of
people
 Continuous advertisement is possible
because newspaper is published daily
 advertisement campaign can be initiated
and stopped with one day’s notice
 Limitations
 The life of newspaper advertisement is
very short
 Newspaper is scarcely used for coloured
advertisement. The advertisements are
generally printed in black and white.
 Magazine Advertising.
 a high quality of printing in colour is desired.
 Magazine advertisements can be directed towards a
particular class of people. Thus, marketers can avoid
wasteful expenditure on advertising.
 Magazine advertising is considered to be superior to
newspaper advertising because of the following
merits :
 (i) Magazines are read more carefully and at greater
leisure. Advertising through magazines is more
effective.
 (ii) The life of the magazine advertisements is longer.
Magazines are preserved for a long period of time
and are read time and again.
 Outdoor Advertising
 Outdoor advertising has gained wide
popularity these days. Its purpose is to
attract the attention of the people at
busy roads and markets.
 It includes the use of poster displays,
bill board displays and electric or
electronic displays
 Poster Displays.
Posters are fixed on walls of
buildings, bridges, and other
public places.
It is also quite common to write
slogans and other message about
the products in bold letters on the
walls to arrange the attention of
the people even from a long
distance.
 Electrical Displays

Electrical display involves the

use of electric electronic lights
or neon tubes to attract the
attention of people, particularly
during night.
 Vehicular Displays
a low cost medium
 can be displayed at various crowded
centres.
 Quick attention and requires very less time
 Limitations
 It can't carry long messages as posters, hoardings, etc.
are read bv the people at a glance,
 (ii; It has a low retention value because people don't
devote special time to read the message
 (iii) It distracts the attention of the passers
 Film Advertising
merits
 itcombines spoken words and visual
presentation of picture
 can advertise his products in the areas from
where he wants to attract the customers.
Merits
a few people are present in the hall before
the start of the feature film and during the
interval
 . Radio Advertising
 merits
 effective appeal and cover numerous listeners of
different tastes.
 reach the illiterate people who cannot read the
newspapers and magazines
 much suitable for the promotion of mass-scale
consumer goods.
 demerits
 it is non-visual
 Many people switch off their radio sets when it is the
time for commercials or advertisements.
 Television Advertising
greater effectiveness as
the message is conveyed
at their homes
Television is a very costly
medium of advertisement
 Direct Mail Advertising
 Merits
 it is addressed to a particular person.
 It maintains secrecy in advertising.
 Demerits
 The coverage is limited.
 It is not possible to get the names and
addresses of all the prospects
 Window Display
Goods can be exhibited in
artistically laid out
Window display acts as silent
salesman
It is better if window displays are
changed regularly to make the
customers look at the displays
every time they visit the shop.
 . Speciality Advertising
 Many business firms (like Jiyaji
Suitings, Vimal, etc.) offer speciality
articles to the present and prospective
customers. These articles may be
diaries, pen holders, desk trays, key
chains, purses, paper weights,
cigarette cases and calendars
 CHOICE OF ADVERTISING
MEDIA
 Nature of Product
 Nature of Market
 Objectives of Advertising
 Circulation of Media.
 Financial Consideration
 Type of Audience
 Life of Advertisements
 Media used by Competitors