Meaning and role of advertising

MEANING AND ROLE OF

ADVERTISING

WHAT IS ADVERTISING ?

“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.”

Philip Kotler

“Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.”

Peter Drucker

FIVE M’s OF MARKETING-

MISSION

MONEY

MESSAGE

MEDIA

MEASUREMENT

CHARACTERISTICS OF ADVERTISING It is a mass non-personal

communication. It is a matter of record. It persuades buyers to purchase the

goods advertised. It is a marketing tool.

FUCTIONS OF ADVERTISING Promotion of sales. To create awareness about introduction

of new product. Creation of good public image. Facilitate mass production. Education of people.

TYPES OF ADVERTISING PRODUCT ADVERTISING CONSUMER ADVERTISING INDUSTRIAL ADVERTISING TRADE ADVERTISING PROFESSIONAL ADVERTISING

PRODUCT ADVERTISING

“The main purpose of this type of advertising is to inform and stimulate the market about the advertiser’s products or services and to sell these.”

Ex- POLO Car

CONSUMER ADVERTISING

“It is directed to buyers of consumer products who purchase them either for their own use or for their household’s.”

Ex- Surf Excel

INDUSTRIAL ADVERTISING

“It refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial goods.”

Ex- Machinery

TRADE ADVERTISING “It is directed by the

manufacturers to the distribution channel members, such as wholesalers or retailers.”

PROFESSIONAL ADVERTISING

“It is directed to those decision makers who are professional people.”

Ex- Pharmaceuticals

ADVERTISING AND ADVERTISEMENT

“Advertising is a process whereas the Advertisement is the end product of it.”

SETTING THE OBJECTIVES “An advertising objective is a specific

communications task and achievement level to be accomplished with a specific audience in a specific period of time”

Example- Pepsi

DIFFERENT AIMS OF ADVERTISING INFORMATIVE ADVERTISING aims to

create brand awareness and knowledge of new products or new features of existing product.

Ex- PepsiCo's “7up”Lemon

PERSUASIVE ADVERTISING aims to create liking, preference, conviction, and purchase of a product or service.

Ex-Subhiksha

REMINDER ADVERTISING aims to stimulate repeat purchase of product and services.

Ex- Coca Cola

REINFORCEMENT ADVERTISING aims to convince current purchasers that they made the right choice.

Ex-Volkswagon

“DEFENSIVE ADVERTISING is one in which marketers advertise to offset or lessen the effects of a competitor’s promotional programme.”

Ex- Pepsi’s ad against Thums up ad

“LOCAL ADVERTISING is used by the firms who wants to restrict itself to the local area in the beginning.”Ex- Nirma

“NATIONAL ADVERTISING is used when some firm think that their target is the entire country.”Ex- Brooke Bond

“GLOBAL ADVERTISING is used by the multinational firms who treat the world as their market.”Ex- Samsung

“SERVICE ADVERTISING is used by the firms who provide services to the consumer.”

Ex- Kingfisher Airlines

ADVANTAGES OF ADVERTISING It helps in brand building. It increases the demand for

commodities. It reduces the distribution expenses. It ensures the consumers better quality

of goods.

CHANGING TREND OF ADVERTISING Now more and more organizations using

advertising to show their social responsiveness and making peopleenvironment loving.Ex- Save tiger project

THINGS TO REMEMBER Social and legal issues Time slot of advertising Brand Ambassador Upcoming Season Type of media to use

THANK YOU