Introduction to Advertising

GROUP MEMBERS
11-ANIL GEJAGE
13-APEKSHA PAWAR
14-ASHISH DAHAKE
15-ASHWIN PATEL
Promotion
 Introduction to promotion :
In marketing, promotion refers to any type
of marketing communication used to inform or persuade
target audiences of the relative merits of a product,
service, brand or issue.
 The aim of promotion is to increase
awareness, create interest, generate sales or create brand
loyalty. It is one of the basic elements of the market mix,
which includes the four P's: price, product, promotion, and
place.[1]
Advertising
 Advertising is an audio or visual form of marketing
communication that employs an openly sponsored , non-
personal messege to promote or sell a product, services or
ideas.
 Purpose of Advertising
• To promote ideas about products & services
• To create interest in products & services
• To create awareness about products &
services
• To increase sales
Role of Advertising
 Communication with the Consumers
 Persuasion
 Catalyst for change
 Change in perception
 Contributes to Economic Growth
 Development of new market segments
 Need for Non-Commercial Advertisements
 AIDS Awareness Programme
 Children Immunization against diseases
 Anti-dowry Campaign
Functions of Advertising
 Social Function
 Non-Commercial Advertising
 Psychological Function
 Psychological Motives of human beings
 Soft Drinks-Thirst- Thanda Matlab Coco-Cola

 Economic Function
 Value for money
Types of Advertising
 Informative Advertising
– Pioneering stage of product category
– To build primary demand
– Need to inform consumers of product
 Persuasive Advertising
– Competitive stage of product
– Build selective demand for a particular brand
Types of Advertising
 Comparative Advertising
– Comparison of attributes of two or more brands
– e.g Comparison of Maruti Swift & Hundai Santro
 Remainder Advertising
– Maturity Stage of PLC
– Remind people to purchase
– e.g Coca-Cola
 Reinforcement Advertising
– Assure current purchase that they have made the right
choice
– e.g Automobile ads with satisfied customers
Advertising Vs Marketing Mix
 Product
 Price
 Place
 Promotion
Advertising technique

 Advertisers research the unique

features of the product to determine
the USP (unique selling proposition) and
the big idea—the simple message that
will be used to communicate the USP
to the target audience.

 Many firms use a SWOT analysis to help

them with their advertising techniques
 Advertising Media

 Advertising reaches people through

various forms of mass communication.

 These media include newspapers,

magazines, television, radio, the
Internet, direct mail, outdoor signs,
transit signs, window displays, point-of-
purchase displays, telephone
directories, novelties