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Essentials of
1
Advertising
What is Advertising
 Advertisement is a non-personal presentation of an idea or a product
 Tough competition in market & fast changes in technology fashion &
taste of customers
“The person who saves money by not advertising is like the man who stops
the clock to save time .”

Features of Advertising
 It is paid form of communication
 It is non-personal presentation of message
 The purpose of advertising is to promote idea
 Advertisement is issued by an identified sponsor
Significance of Advertising
 Benefits to Manufacturers and Traders
 Benefits to Customers
 Benefits to Society

Critics of Advertising
 Multiplies the need
 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
Essential of Advertising
Mission

Measure Money

Media Message
Mission
 Purpose of Advertising should be clear
 Purpose may vary from business to business
 Purpose :
a. Achieve sales target. E.g. Coca Cola Inc.
b. Introduce a new product. E.g. Parle’s Hippo
c. Survive the competition. E.g. Coke Vs Pepsi
d. Create awareness. E.g. Polio ads
e. Attract investors. E.g. HDFC Standard Life
f. Change target consumer. E.g. Cadbury
g. Revival of the product. E.g. Onida Devil
 Mission
Mission can be classified as below:
 To inform: Tell customers about a
new product

 To persuade: Encourage customers

to switch to a different
brand

 To remind: Remind buyers where

to find a product
Money
 Involves decision making for Advertising Budget
a.Percentage of sales method
b.Equivalent spending method
 Money spent on advertising varies widely among companies even
within the same industries
 Factors affecting expenditure on Advertisement:
1.Product Life Cycle Stage
2.Competition
3.Product Differentiation
4.Advertising Frequency
5.Product Substitutability
Money
Message
 Message should be put in a manner that will arouse interest among
consumers
 Message must be carefully targeted to impact target consumers
 Appealing advertisement, consequently induces consumers to
purchase the product
 Aspects of message to be conveyed :
a. Meaningful: Customer should find message relevant
b. Distinctive : Should capture consumer’s attention
c. Believable : Include sense of truthfulness
Message can be conveyed in…

Rational Appeal Emotional Appeal Sensual Appeal

 Media
 One of the major factor for Success of
Advertisement
 Decision variables for selecting media:
a. Target Audience Media Habits
b. Product Characteristics
c. Message Characteristics
d. Cost
Measurement
 Effectiveness of any advertising must be judged
 Affects decisions regarding
a.continuation or termination of the particular advertising
campaign
b.Exercising the different media mix
 Two ways of measuring advertising effectives:

Pre-Evaluation Post -Evaluation

Concept testing Unaided recall
Test Commercials Aided recall
Conclusion

To Set Advertising Objectives

To Set Advertising Budget

To determine key Advertising Message

To decide the Advertisement Media

To Evaluate Results of Advertising Campaign

 Conclusion….
 Advertising is an art, not a science!
 What works for one product or service may not work for the
next.
 There are so many different variables that can affect the
results of an advertising
 Test effectiveness of message in each medium to find the best
vehicle for promoting product
 Optimum variable mix should be adopted
 Effective advertisement cannot be using single medium.
References

 www.free-press-release.com

 www.advertising.about.com

 www.india-server.com

 www.researchwikis.com

 www.magindia.com

 www.adexindia.com

 www.domain-b.com
Thank You