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    Advertising Introduction

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    raveendramanipal
    The document defines advertising and discusses its key characteristics. Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identifiable sponsor. It is meant to persuade people to buy products or accept ideas. Advertising has several functions like increasing sales, building brand awareness, and creating a positive attitude toward a product. Common platforms for advertising include print ads, television/radio spots, packaging, billboards, and online ads.

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    Attribution Non-Commercial (BY-NC)
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    Advertising Introduction

    Uploaded by

    raveendramanipal
    215 views10 pages
    The document defines advertising and discusses its key characteristics. Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identifiable sponsor. It is meant to persuade people to buy products or accept ideas. Advertising has several functions like increasing sales, building brand awareness, and creating a positive attitude toward a product. Common platforms for advertising include print ads, television/radio spots, packaging, billboards, and online ads.

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    introduction to basics

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    Advertising introduction

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    The document defines advertising and discusses its key characteristics. Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identifiable sponsor. It is meant to persuade people to buy products or accept ideas. Advertising has several functions like increasing sales, building brand awareness, and creating a positive attitude toward a product. Common platforms for advertising include print ads, television/radio spots, packaging, billboards, and online ads.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    215 views10 pages

    Advertising Introduction

    Uploaded by

    raveendramanipal
    The document defines advertising and discusses its key characteristics. Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identifiable sponsor. It is meant to persuade people to buy products or accept ideas. Advertising has several functions like increasing sales, building brand awareness, and creating a positive attitude toward a product. Common platforms for advertising include print ads, television/radio spots, packaging, billboards, and online ads.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    What is Advertising?

    Word Advertising originated from Latin word Advertise which means turns on. Dictionary meaning is to announce publicly or to give Public Notice. Salesmanship in Print ( John E. Kennedy, 1904) Definition of Advertising Advertising is simply a way of selling something in the most effective method possible. Good advertising creates sales and not just attention ( John E. Kennedy, 1904) According to American Marketing Association: Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor
    Dec 2013 IMC Session 1 KRR

    Characteristics of Advertisement
    Paid form Non-personal Promotion i.e, to persuade people to buy products and services or to accept ideas which are being advertised. Identifiable Sponsor Creative Investment (Not expenditure) No direct relation between Advertisement budget and increase in Sales (i.e., it only promotes but does not guarantee increase in Sales) Dec 2013 IMC Session 1 KRR

    Advertising versus Publicity


    1. 2.

    Advertising Paid form of mass communication and hence commercial transaction Ads can be identified with the sponsor/organization

    1.

    2.

    3.

    4. 5.

    Done with positive objective of awareness, persuasion or reinforcement Presentation of Ads programmed by Advertiser Media decisions done by advertiser

    3. 4. 5.

    Publicity Not directly paid for by the sponsor and hence it is non commercial Publicity may be done by media correspondent, general public or advertiser himself. Hence no clarity regarding source. Objective may be positive or negative Organization has no control on message published No control on media decisions

    Dec 2013

    IMC Session 1

    KRR

    Advertising Triangle

    ADVERTISER AGENCY RESEARCH

    MEDIA

    TARGET AUDIENCE

    RESPONSE

    Dec 2013

    IMC Session 1

    KRR

    Platforms for advertising


    Print and broadcast ads Packaging-outer Packaging inserts Motion pictures Brochures and booklets Posters and leaflets Directories Reprints of ads Billboards Display signs Pont-of-purchase displays (POPs) Audiovisual material Symbols and Logos Videotapes
    Dec 2013 IMC Session 1 KRR

    Definition:A Variety of short-term incentives to encourage trial or purchase of a product or service. Platforms for Sales promotion Contests, games,sweepstakes,lotteries Premiums and gifts Sampling Fairs and Tradeshows Exhibits Demonstrations Coupons Rebates Low-interest financing Entertainment Tie-in promotions Cross-promotions Frequency Programs Price-off Allowances
    Dec 2013 IMC Session 1 KRR

    Sales Promotion

    Functions of Advertising
    PRIMARY FUNCTION To increase Sales volume To persuade channel intermediaries To assist channel intermediaries To increase usage of the product To create brand awareness To build confidence in brand To eliminate seasonal fluctuations To raise the standard of living To build positive attitude towards a product category
    Dec 2013

    SECONDARY FUNCTION To encourage salesman To furnish information To generate confidence in the present employees To attract better employees To build confidence in the minds of various groups of public- customers, employees, channel intermediaries, suppliers, media, etc.

    IMC Session 1

    KRR

    Functions of Advertising

    ECONOMIC FUNCTION

    SOCIAL FUNCTION

    PSYCHOLOGICAL FUNCTION

    Dec 2013

    IMC Session 1

    KRR

    MAJOR INSTITUTIONS INVOLVED IN ADVERTISING MANAGEMENT


    CONTROLLING INSTITUTIONS
    GOVERN MENT

    FACILITATING INSTITUTIONS
    AD. AGENCY

    MEDIA

    ADVERTISER

    COMPETI TION

    RESEARCH SUPPLIERS

    MARKET AND CONSUMER

    Dec 2013

    IMC Session 1

    KRR

    TYPES OF ADVERTISING
    By Geography By Target By Impact Non-Product Group National Consumer Demand Action Idea Local Industrial Primary Direct Service Global Trade Selective Indirect Financial Professional Personal Institutional

    Dec 2013

    IMC Session 1

    KRR

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