Advertising Unit 1

7/31/2019 Advertising Unit 1

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Unit- oneUnit- oneBy. NISCHAY UPAMANNYUBy. NISCHAY UPAMANNYU


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Ago 4000 B.C Egyptians used to make sales message andAgo 4000 B.C Egyptians used to make sales message and

wall poster. commercial message and political campaignwall poster. commercial message and political campaign

information used to be communicated in the time ofinformation used to be communicated in the time of

ancient Greece and Ancient Rome. When Gladiator fightancient Greece and Ancient Rome. When Gladiator fight

used to be conducted. Wall or rock painting was anotherused to be conducted. Wall or rock painting was anothercommon commercial advertising form, which is stillcommon commercial advertising form, which is still

present in parts of Asia, Africa and South America.present in parts of Asia, Africa and South America.

Gradually, as towns and cities began to expand, tradersGradually, as towns and cities began to expand, traders

started using images to associate their trade, such as astarted using images to associate their trade, such as aboot, a suit, a hat, a clock, a diamond, a horseshoe, aboot, a suit, a hat, a clock, a diamond, a horseshoe, a

candle or even a bag of flour.candle or even a bag of flour.


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The term of advertising is derived from a latin wordThe term of advertising is derived from a latin word

Advertere which means to turn attention towards aAdvertere which means to turn attention towards aspecific thing. The word advertising has been discussedspecific thing. The word advertising has been discussed

in the dictionary is as to announce, publicity or to givein the dictionary is as to announce, publicity or to give

public notice.public notice.

Advertising is the means by which goods or service areAdvertising is the means by which goods or service are

promoted to the public. The advertisers goal is topromoted to the public. The advertisers goal is to

increase sales of these good or service by drawingincrease sales of these good or service by drawing

people's attention to them and showing them in apeople's attention to them and showing them in a

favorable lightfavorable light..


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Any paid for non-personal presentation or promotion ofAny paid for non-personal presentation or promotion of

good, service and idea through mass media such asgood, service and idea through mass media such as

Newspaper, Television, Radio, Magazines and so on byNewspaper, Television, Radio, Magazines and so on by

and identified sponsor. The definition was given byand identified sponsor. The definition was given by

The means of advertising is to provide the mostThe means of advertising is to provide the most

persuasive possible selling message to the right prospectpersuasive possible selling message to the right prospect

at the lower possible cost.at the lower possible cost.


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: when the advertisement is created so some: when the advertisement is created so somefinancial cost is emerged, time as well as space throughfinancial cost is emerged, time as well as space throughthe advertising agencies those who create thethe advertising agencies those who create theadvertisement so the cost of advertisement has to paid toadvertisement so the cost of advertisement has to paid tothe respective agencies.the respective agencies.

: when the: when theadvertisement is created so the approach of creatingadvertisement is created so the approach of creatingadvertising to target group of the customer not anadvertising to target group of the customer not an

individual therefore we can say that advertisement isindividual therefore we can say that advertisement iscreated not for individual. It is created for targeting everycreated not for individual. It is created for targeting everyprospective customer.prospective customer.


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: advertisement is created to: advertisement is created to

keep the concept to communicate the product so thekeep the concept to communicate the product so the

every feature which may be used by the prospectiveevery feature which may be used by the prospective

customer are shown to attain the attraction from thecustomer are shown to attain the attraction from the

prospective customer through the product advertisement.prospective customer through the product advertisement.

when the advertisement of promoting any service sowhen the advertisement of promoting any service so

through the advertisement, prospect targeting customerthrough the advertisement, prospect targeting customer

are sought and same case of idea.are sought and same case of idea.


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: it is medium by which advertisement may: it is medium by which advertisement may

be made to reach or communicated all the prospect orbe made to reach or communicated all the prospect or

target customer in every corner of the entire world, masstarget customer in every corner of the entire world, mass

may be different type such as Television, Newspaper,may be different type such as Television, Newspaper,

Radio and magazines and so on.Radio and magazines and so on.

: the meaning of an identified: the meaning of an identified

sponsor is who want to communicate of paying somesponsor is who want to communicate of paying some

amount for generating demand from the side of theamount for generating demand from the side of thecustomer. They may be individual, product or servicecustomer. They may be individual, product or service

industry or government itself.industry or government itself.


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The goods and service to be advertisedThe goods and service to be advertised

Competition b/w different providers of the same kinds ofCompetition b/w different providers of the same kinds ofgoods or service, for which there needs to be a significantgoods or service, for which there needs to be a significant

potential market.potential market.

The means of advertising cheaply to large number ofThe means of advertising cheaply to large number of

peoplepeople A population with sufficient education to be able toA population with sufficient education to be able to

understand advertising message.understand advertising message.


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Element of marketing mixElement of marketing mix

Promotion mixPromotion mix

Mass communicationMass communication

Message to buyMessage to buy Paid activityPaid activity

SponsoredSponsored

Persuasive messagePersuasive message

Controlled time, place, message and DirectionControlled time, place, message and Direction IdentificationIdentification

Target groupTarget group


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An importantAn important

component of the marketing mix, advertising is a sort ofcomponent of the marketing mix, advertising is a sort of

marketing promotion. Price, product, promotion andmarketing promotion. Price, product, promotion andphysical distribution are the four main element ofphysical distribution are the four main element of

marketing. Without promotion mix other element ofmarketing. Without promotion mix other element of

marketing mix can not achieve their respective objective.marketing mix can not achieve their respective objective.

as personal selling, sales promotion,as personal selling, sales promotion,

publicity and advertising are the four main element in thepublicity and advertising are the four main element in the

promotion mix. Advertising has been considered as apromotion mix. Advertising has been considered as a

most effective method of promotion. It creates demandmost effective method of promotion. It creates demand

form customer for increasing sales volume and it reachesform customer for increasing sales volume and it reaches

customer quickly and effectively. While the other media ofcustomer quickly and effectively. While the other media ofpromotion are individual communication or face-to-facepromotion are individual communication or face-to-face

communication but advertisement is masscommunication but advertisement is mass

communication.communication.


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advertising agencies undertakingadvertising agencies undertaking

advertising activity charge the price of advertising on theadvertising activity charge the price of advertising on the

basis of personal agreements. Payment is made forbasis of personal agreements. Payment is made for

advertising. Space, time, language etc are sold byadvertising. Space, time, language etc are sold by

advertising agencies.advertising agencies.

Disclosing ideas, message and informationDisclosing ideas, message and information

an advertisement is sponsored by some identifiedan advertisement is sponsored by some identified

advertiser. It helps to create brand images and symbolicadvertiser. It helps to create brand images and symbolicappeals for a company or brand.appeals for a company or brand.

The message of advertising isThe message of advertising is

persuasive and informative enough to motivate potentialpersuasive and informative enough to motivate potential

customers. It would increase sales only when it iscustomers. It would increase sales only when it ispersuasive and creative. The advertisers providepersuasive and creative. The advertisers provide

information to the prospects willing to purchase highinformation to the prospects willing to purchase high

goods and servicegoods and service


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To make them effective and purposive the time, place,To make them effective and purposive the time, place,

message and direction of advertising are controlled.message and direction of advertising are controlled.

Selection of the medium, message and time is made toSelection of the medium, message and time is made toachieve the most economical results. Controlled elementachieve the most economical results. Controlled element

distinguish an advertising from publicity.distinguish an advertising from publicity.

From the sponsors as well as from theFrom the sponsors as well as from the

audiences point of view advertising is identifiable. Theaudiences point of view advertising is identifiable. Themessage and presentation is recognized by prospectivemessage and presentation is recognized by prospective

customers.customers.

Although advertising does notAlthough advertising does not

distinguish b/w target and non-target group. It isdistinguish b/w target and non-target group. It isdesigned to influence the target group. While framing andesigned to influence the target group. While framing an

advertisement, the desire, purchasing power, status,advertisement, the desire, purchasing power, status,

entertainment and attractiveness are considered to suitentertainment and attractiveness are considered to suit

the target group.the target group.


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it is cost effective method forit is cost effective method for

communication with large audience, it is the basiccommunication with large audience, it is the basic

purpose of advertising which informs group of personpurpose of advertising which informs group of personexpected to purchase an article. Radio, television,expected to purchase an article. Radio, television,

newspaper, billboards and magazines etc. massnewspaper, billboards and magazines etc. mass

communication media are used for advertising.communication media are used for advertising.

advertisement carries a messageadvertisement carries a messagemotivating and inspiring customer to purchase a particularmotivating and inspiring customer to purchase a particular

product. Its message gives information about theproduct. Its message gives information about the

attribute of goods and service advertised. Color plays anattribute of goods and service advertised. Color plays an

important role in carrying the message. The voice andimportant role in carrying the message. The voice and

sight combine together make the message very effectivesight combine together make the message very effective


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Objective of advertisingObjective of advertising

There are certain objective of advertisingThere are certain objective of advertising

1.1. TrialTrial

2.2. ContinuityContinuity

3.3. Brand SwitchingBrand Switching4.4. Switching BackSwitching Back


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Advertising also can be explained in terms of the roles itAdvertising also can be explained in terms of the roles it

plays in business and in society.plays in business and in society.

1.1. MarketingMarketing2.2. CommunicationCommunication

3.3. EconomicEconomic

4.4. SocialSocial


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: marketing is the process that business: marketing is the process that businessuses to satisfy the consumer needs and wants through goodsuses to satisfy the consumer needs and wants through goodsand service. the particular customer on the basis ofand service. the particular customer on the basis ofdemographically segment at whom are targeted by thedemographically segment at whom are targeted by thecompany and it is known as the target market. The toolscompany and it is known as the target market. The tools

which are available for the target market are Price of thewhich are available for the target market are Price of theproduct or service, the information of place where consumerproduct or service, the information of place where consumermay get the product or service and product or service itselfmay get the product or service and product or service itselfmay be for catching eye of the prospect customer andmay be for catching eye of the prospect customer andmarketing also include the method for communicating andmarketing also include the method for communicating andthese four tools are collectively called as Marketing mix of thethese four tools are collectively called as Marketing mix of the

Four Ps.Four Ps. Marketing communication consists of several relatedMarketing communication consists of several relatedcommunication techniques, including advertising, salescommunication techniques, including advertising, salespromotion, publics relation and personal selling and these fourpromotion, publics relation and personal selling and these fourtechniques of promotion are known as promotion mix.techniques of promotion are known as promotion mix.


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: Advertising is a form of mass: Advertising is a form of masscommunication. It transits different types of marketcommunication. It transits different types of marketinformation to prospective buyers and seller in theinformation to prospective buyers and seller in themarketplace.marketplace.

: which directly deals with the: which directly deals with theadvertiser's objectives. Normally an advertiser's objectivesadvertiser's objectives. Normally an advertiser's objectivesbehind making an advertisement are to generate sales. Also itbehind making an advertisement are to generate sales. Also ithelps the consumers to choose the product and service andhelps the consumers to choose the product and service andthe value and benefits of the products that are beingthe value and benefits of the products that are beingadvertised against the price that they are offered at in orderadvertised against the price that they are offered at in order

to make the most efficient and economic choice. In otherto make the most efficient and economic choice. In otherwords we can understand that through the advertisementwords we can understand that through the advertisementdemand of the product or service are affected and thedemand of the product or service are affected and therelationship b/w price elasticity or advertisement elasticity arerelationship b/w price elasticity or advertisement elasticity areevaluated.evaluated.


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: Although advertisement is informative in: Although advertisement is informative in

nature and it helpful for the customer to come up withnature and it helpful for the customer to come up with

the new trend or latest fashion. It also helpful for thethe new trend or latest fashion. It also helpful for the

society for arranging the latest information of technology,society for arranging the latest information of technology,

or new phenomena is kept by the advertisement beforeor new phenomena is kept by the advertisement beforethe society.the society.

Advertisement is the mirror for the society se the everyAdvertisement is the mirror for the society se the every

aspect of the advertisement is helpful for the society.aspect of the advertisement is helpful for the society.


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1.1. Provide product informationProvide product information

2.2. Brand InformationBrand Information

3.3. Provide incentive to take actionProvide incentive to take action

4.4. Provide reminders to the customer.Provide reminders to the customer.


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1.1. Boost employee moraleBoost employee morale

2.2. Create industry buzz or identificationCreate industry buzz or identification

3.3. Create, build or maintain a positive imageCreate, build or maintain a positive image

4.4. Test new products and/or servicesTest new products and/or services

5.5. Retain existing customersRetain existing customers

6.6. Reinforce personal sales calls, direct mailReinforce personal sales calls, direct mail

7.7. Maintain consistent, controlled customer communicationsMaintain consistent, controlled customer communications

8.8. Gain new customers, particularly hard-to-reach onesGain new customers, particularly hard-to-reach ones

9.9. Position or reposition your company, products orPosition or reposition your company, products orservices.services.


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The advertiserThe advertiser

The advertisement agencyThe advertisement agency

The mediaThe media

The vendorThe vendor The target audienceThe target audience


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:- who want to generate demand for:- who want to generate demand forhis/her product or service and it is known as an identifiedhis/her product or service and it is known as an identifiedsponsor.sponsor.

- it is group of expert people- it is group of expert peoplethose who compose advertising to understand thethose who compose advertising to understand theexpectation or requirement from their client and they areexpectation or requirement from their client and they arealso expert to analysis to understand the trend of thealso expert to analysis to understand the trend of thepresent scenario.present scenario.


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- it is medium through which the message is- it is medium through which the message is

communicated to prospect customer or target customer.communicated to prospect customer or target customer.

- the group of service organization that assist- the group of service organization that assistadvertisers, advertising agencies and the media that isadvertisers, advertising agencies and the media that is

known as vendor. Member of this group are also calledknown as vendor. Member of this group are also called

consultants, freelancers and self-employed professional.consultants, freelancers and self-employed professional.

:- It is group of prospect:- It is group of prospect

customer those are attracted or communicated by thecustomer those are attracted or communicated by the

process of advertisement.process of advertisement.


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Economic BenefitEconomic Benefit

Governmental and Political BenefitGovernmental and Political Benefit

Cultural BenefitCultural Benefit

Moral and religious benefitMoral and religious benefit


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Marketing mix is tools or techniques which is applied toMarketing mix is tools or techniques which is applied to

increase the sales of the product or service. Marketingincrease the sales of the product or service. Marketing

mix is the process through which prospect customer aremix is the process through which prospect customer are

targeted by the respective company those want totargeted by the respective company those want to

generate the demand of its own product or services.generate the demand of its own product or services.


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Advertising plays an important role in promoting aAdvertising plays an important role in promoting aproduct. As competition among various companies isproduct. As competition among various companies isincreasing, the companies are trying to enter in to theincreasing, the companies are trying to enter in to theglobal markets to improve their market share. So, to beglobal markets to improve their market share. So, to be

effective, the ads about the product or service must beeffective, the ads about the product or service must bedelivered to the target audience in the native language.delivered to the target audience in the native language.In this situation, a translator plays an important role andIn this situation, a translator plays an important role andthe translator acts as the decoder, mediator, or thethe translator acts as the decoder, mediator, or thenegotiator.negotiator.


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Advertising translation is defined as theAdvertising translation is defined as the

Translated advertising is theTranslated advertising is the

medium which helps the company in reaching the productmedium which helps the company in reaching the product

to the large customer base. Types of the projects thatto the large customer base. Types of the projects that

needs to be translated in the advertising industry includesneeds to be translated in the advertising industry includes

brochures, press releases, catalogs, magazines,brochures, press releases, catalogs, magazines,

newsletters, leaflets and website translation, etc.newsletters, leaflets and website translation, etc.


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Advertising translations are very helpful in internationalAdvertising translations are very helpful in international

trade. Companies have to change their strategies,trade. Companies have to change their strategies,

according to the tastes of the local customers. A goodaccording to the tastes of the local customers. A good

advertizing strategy may not give positive results if it isadvertizing strategy may not give positive results if it isnot properly translated. Generally, the medium ofnot properly translated. Generally, the medium of

advertising adopted by many companies are radio, press,advertising adopted by many companies are radio, press,

television, and the Internet. Translating servicetelevision, and the Internet. Translating service

companies helps the businesses in customizing andcompanies helps the businesses in customizing andtranslating advertisements and they communicate thetranslating advertisements and they communicate the

message to the target customers in international markets.message to the target customers in international markets.


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Advertising translation is definedAdvertising translation is defined

It is regularly seen in satelliteIt is regularly seen in satellitebroadcast television channels the same ad campaigns inbroadcast television channels the same ad campaigns in

several languages. In the same way, various monthly orseveral languages. In the same way, various monthly orweekly editions of the same magazine enables you to seeweekly editions of the same magazine enables you to seethe same translated advertisements again and again.the same translated advertisements again and again.Translated advertising is the medium to get your productsTranslated advertising is the medium to get your productsknown to a larger audience. Communication becomesknown to a larger audience. Communication becomes

effective only after the message has been translated andeffective only after the message has been translated andhas a positive impact on the foreign consumer.has a positive impact on the foreign consumer.


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:: the growth of international exchangesthe growth of international exchangesrequires communication and thus of translation. Advertisingrequires communication and thus of translation. Advertising

translations open new avenues for international trade. The mediumtranslations open new avenues for international trade. The medium

of advertising is the radio, press, television, and the Internet,of advertising is the radio, press, television, and the Internet,mobile.mobile.

:: The multinationalThe multinationaladvertising agencies, the television networks, and the successadvertising agencies, the television networks, and the success

achieved by multi-language publications have led to the growth ofachieved by multi-language publications have led to the growth of

this phenomenon and the coverage power of media is increasedthis phenomenon and the coverage power of media is increasedwith the help of multi-language publication that is important for thewith the help of multi-language publication that is important for the

customer.customer.


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Companies veryCompanies verywell understand that they should adapt their communicationwell understand that they should adapt their communication

to the consumers they are targeting. Thus translation is ato the consumers they are targeting. Thus translation is a

business function, the objective of which consists of adaptingbusiness function, the objective of which consists of adapting

marketing strategies to a group of market countries.marketing strategies to a group of market countries.

A well-plannedA well-planned

advertising campaign can lose its impact if it suffers from anadvertising campaign can lose its impact if it suffers from an

insensitive translation process.insensitive translation process.

: Advertising often requires: Advertising often requires

more than a word-for-word translation. A badly translated admore than a word-for-word translation. A badly translated ad

campaign is very harmful, making the brand a laughing stock.campaign is very harmful, making the brand a laughing stock.


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:: Translation companiesTranslation companiesprovide services in customizing and translating yourprovide services in customizing and translating your

advertisements , so that they communicate the message whenadvertisements , so that they communicate the message when

presenting your products or services to international markets.presenting your products or services to international markets.


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: The translation of the original message into: The translation of the original message into

the languages of the foreign consumers may not bringthe languages of the foreign consumers may not bring

any change to the status of the company, in terms ofany change to the status of the company, in terms of

brand image as well as commercial repercussions.brand image as well as commercial repercussions.

: The translation has a positive effect in: The translation has a positive effect in

the sense that it automatically increases brand awarenessthe sense that it automatically increases brand awareness

as well as increase in demand on the market targeted byas well as increase in demand on the market targeted by

the translated campaign.the translated campaign.


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: Advertising translations may not: Advertising translations may not

always have a positive impact. In some cases translationalways have a positive impact. In some cases translation

nullifies the strengths of the company on the internationalnullifies the strengths of the company on the international

market and produces a negative effect. Translations maymarket and produces a negative effect. Translations may

not serve the interests of the producers or those of thenot serve the interests of the producers or those of thedistributors.distributors.


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One of the very important function of advertising is toOne of the very important function of advertising is to

provide information to customer.provide information to customer.

INFORMATION

DIRECT INFORMATION-facts, tangible qualities

INDIRECT INFORMATION-intangible benefit


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Producer advertise to sell more and more of their productProducer advertise to sell more and more of their product

This puts power in the hand of consumer over producerThis puts power in the hand of consumer over producer

Hence, advertisers provide information to consumer thatHence, advertisers provide information to consumer thatwould appeal to themwould appeal to them

Nature of the power that consumer have, depends on theNature of the power that consumer have, depends on the

type of product being advertisedtype of product being advertised


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Product

Search qualities Experiencequalities


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Consumer can determine prior to purchase ThroughConsumer can determine prior to purchase Through

inspection, e. g. Shape, size, colorinspection, e. g. Shape, size, color

Here consumer has maximum market power over theHere consumer has maximum market power over the

content of advertisingcontent of advertising

1.1. Fact are verifiable at point of purchaseFact are verifiable at point of purchase

2.2. Customer may not buy if he feels the advertisementCustomer may not buy if he feels the advertisement

misled himmisled him


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Advertising increases the probability of a consumersAdvertising increases the probability of a consumers

remembering the name of a brand/Productremembering the name of a brand/Product

Brand which provide the highest utility have the highestBrand which provide the highest utility have the highest

incentive to advertisersincentive to advertisers

Advertising increases sales of the product and serviceAdvertising increases sales of the product and service


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Providing misleading information to consumerProviding misleading information to consumer Projecting the utility of the good as being higher thanProjecting the utility of the good as being higher than

what it really iswhat it really is Some qualities can not be successfully conveyed bySome qualities can not be successfully conveyed by

advertising e.g. charm of an apartment, ambience of aadvertising e.g. charm of an apartment, ambience of aplace.place.

RanksRanks

1.1. Different players in the same product category claim toDifferent players in the same product category claim to

be holding the same rank based on different survey.be holding the same rank based on different survey.2.2. Claim may not be genuine confusion for consumer.Claim may not be genuine confusion for consumer.


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To consumerTo consumer To producerTo producer

Monetary lossMonetary loss

Time CostTime CostEnergy costEnergy cost

Decline in credibility forDecline in credibility for

future advertisementfuture advertisementNo repurchase of brandNo repurchase of brand

No customer loyaltyNo customer loyalty

Loss of salesLoss of sales


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Through sampleThrough sample

Recommendation of family, friends, consumer magazinesRecommendation of family, friends, consumer magazines

etc.etc.


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Advertising adds perception utility to the productAdvertising adds perception utility to the product Advertising helps the consumer in making the purchaseAdvertising helps the consumer in making the purchase

decisiondecision Advertising ensures a better qualityAdvertising ensures a better quality

Goods at reasonable pricesGoods at reasonable prices Better standard of livingBetter standard of living Time saved in shoppingTime saved in shopping Advertising contributes to consumer welfareAdvertising contributes to consumer welfare

Advertising makes consumer thinkAdvertising makes consumer think


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marketing efforts it to satisfy the needs of consumer bymarketing efforts it to satisfy the needs of consumer bytransferring the benefit of productive efficiency to thetransferring the benefit of productive efficiency to thefinal user. Advertising as an important element in thisfinal user. Advertising as an important element in thisprocess of transfer helps consumer in the following ways:process of transfer helps consumer in the following ways:

:- advertising influences the perception of the:- advertising influences the perception of theconsumer about the product by pointing out the variousconsumer about the product by pointing out the variousbenefit to be derived from its use. Thus it creates a desirebenefit to be derived from its use. Thus it creates a desirein the mind of the consumer to the to purchase thein the mind of the consumer to the to purchase the

product.product.


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advertising through its various formsadvertising through its various forms

gives out useful information about the relative merits andgives out useful information about the relative merits and

features of the products and services in terms of price,features of the products and services in terms of price,

quality, utility, quantity, durability, convenience of use etc. soquality, utility, quantity, durability, convenience of use etc. soas to guide the consumer to select a product or service ofas to guide the consumer to select a product or service of

particular sponsor.particular sponsor.

: advertising: advertising

ensures that customer are drawn to the product at least forensures that customer are drawn to the product at least for

trial order. However repeat orders are placed only due to thetrial order. However repeat orders are placed only due to thesatisfaction received through the use of the product. If thesatisfaction received through the use of the product. If the

product is not good so repeat sales will not take place and ifproduct is not good so repeat sales will not take place and if

the product proves to be good so again sales take place.the product proves to be good so again sales take place.


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advertising enablesadvertising enables

firms to sell goods on a mass scale. This has made itfirms to sell goods on a mass scale. This has made it

possible for producers to increase his production so as topossible for producers to increase his production so as to

earn economies of scale and thus he can offer goods atearn economies of scale and thus he can offer goods at

reasonable prices to consumers.reasonable prices to consumers. advertising reduces theadvertising reduces the

price of product and thus more and more product areprice of product and thus more and more product are

affordable by a larger section of society today. Thus itaffordable by a larger section of society today. Thus it

increase the standard of living of the people. Furtherincrease the standard of living of the people. Furtheradvertising creates a demand for new products and thusadvertising creates a demand for new products and thus

increases the standard of living of the masses.increases the standard of living of the masses.


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advertising increase theadvertising increase the

knowledge of the consumer about the availability of theknowledge of the consumer about the availability of the

various brands in the market. He knows about the productvarious brands in the market. He knows about the product

and services of the different producers and as such it savesand services of the different producers and as such it saves

his time which would otherwise have been spent in locating,his time which would otherwise have been spent in locating,identifying and deciding about the product and services.identifying and deciding about the product and services.

::

advertising helps consumer in a variety of ways. It tells himadvertising helps consumer in a variety of ways. It tells him

what to buy, where to buy and why to buy. It also givewhat to buy, where to buy and why to buy. It also give

valuable price information. Advertising also promotesvaluable price information. Advertising also promotesconsumer welfare by encouraging competition, which leads toconsumer welfare by encouraging competition, which leads to

improvements in product quality and reduction in prices.improvements in product quality and reduction in prices.


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: advertising: advertising

makes consumer aware of many socially relevant causesmakes consumer aware of many socially relevant causes

like dowry, energy conversation, environment pollution,like dowry, energy conversation, environment pollution,

child marriages, eye and blood donation etc. advertisingchild marriages, eye and blood donation etc. advertising

thus not only makes a consumer think, but acts as athus not only makes a consumer think, but acts as afriend, philosopher and guide to the consumer.friend, philosopher and guide to the consumer.


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Pioneering advertisingPioneering advertising

Comparative advertisingComparative advertising Advocacy advertisingAdvocacy advertising Cooperative advertisingCooperative advertising Point of purchase advertisingPoint of purchase advertising

Product advertisingProduct advertising Institution advertisingInstitution advertising Reminder advertisingReminder advertising Technology base advertisingTechnology base advertising

Musical advertisingMusical advertising Nature base advertisingNature base advertising Social issue base advertisingSocial issue base advertising


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Informational advertising

Outdoor advertising

Persuasive advertising Direct mail advertisingDirect mail advertising

Informational advertisingInformational advertising


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Pioneering advertising: Pioneering AdvertisingPioneering Advertising

is the term for the first phase in an advertisingis the term for the first phase in an advertising

cycle. This is when a new product is introduced tocycle. This is when a new product is introduced to

the market and there is no other product on thethe market and there is no other product on the

market parallel to it. For example: when the Applemarket parallel to it. For example: when the Apple

iPhone first released, it had 100% of the market iniPhone first released, it had 100% of the market in

touch screen phones with the capabilities that ittouch screen phones with the capabilities that it

has. A few years later, now there are other phoneshas. A few years later, now there are other phonesthat have joined the same market, which movesthat have joined the same market, which moves

the iPhone into the second phase of an advertisingthe iPhone into the second phase of an advertising

cyclecycle


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Comparing advertising: Comparative advertising isComparative advertising is

advertising where one party advertises his goods oradvertising where one party advertises his goods or

services by comparing them with the goods or services ofservices by comparing them with the goods or services of

another party. Such other party is usually his competitoranother party. Such other party is usually his competitoror the market leader of that good or service . Theor the market leader of that good or service . The

comparison is made with a view towards increasing thecomparison is made with a view towards increasing the

sales of the advertiser, either by suggesting that thesales of the advertiser, either by suggesting that the

advertiser's product is of the same or a better quality toadvertiser's product is of the same or a better quality tothat of the compared product or by denigrating thethat of the compared product or by denigrating the

quality of the compared product.quality of the compared product.

Exp- Rin (HUL) vs Tide (P & G)Exp- Rin (HUL) vs Tide (P & G)

Complan vs HorlicksComplan vs Horlicks


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: the advertisement campaign isdesigned to persuade public opinion regarding a specificissue that is important in public area. Advertising that

promotes a political view, social cause, controversial issueor other point of view rather than a product, service ororganization.


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: A system by which ad costs aredivided between two or more parties. Usually, such programsare offered by manufacturers to their wholesalers or retailers,as a means of encouraging those parties to advertise theproduct.

Exp:- in education institution, if the Head office spend Rs10lakh in three month in advertising and he made contract with

its all the franchise to tolerate 20% of the 3 month income inadvertising. If the head office has 200 franchise in acrossindia and the average income is rs 20000 in three month sothe each franchise will have to give Rs. 4000 in three monthso the head office will get rs. 800000 and rs. 200000 will betolerated by head office to promote or maintain the

awareness into the market.


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1.1. Growing PopularityGrowing Popularity2.2. Cost ArrangementsCost Arrangements

3.3. Manufacturer BenefitsManufacturer Benefits

4.4. Small-Business BenefitsSmall-Business Benefits

5.5. Mutual BenefitMutual Benefit

6.6. Benefit of all the concerning firmsBenefit of all the concerning firms


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: that is built aroundimpulse purchasing and that utilizes display designed tocatch a shopper eye particular place where payment is

made. There are various type of point of purchasedisplay, counter display, floor stand display, floor displayand banner etc. Generally these display are created andcomposed by the manufacturer for distribution to

wholesaler or retailer, who sell the product.


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Institutional advertising: Institutional advertising

is marketing designed to promote a company rather thana specific good or service. It can be designed to make thepublic more aware of a company or to improve thereputation and image of an existing company.


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: when the product would be inmature stage so the organization use reminderadvertising to maintain the awareness in the mind of the

customer or show its own existence in present scenario.


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: When the aim of theadvertising is to give people information about the

availability, characteristics and prices of goods, we call it"informational advertising.


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: Direct mail can be a highprofit, low cost advertising medium. Make your direct mail

campaign a hit with the information of the product orservice directly to the group of customer.

Exp:- Insurance company, Laptop or computer company

etc.


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Outdoor advertising includesvarious types of promotional displays, from highway billboardsto transit posters and arena placement, all geared towards

communicating a message to the public. The message mightbe to buy a product, take a trip, vote for a politician, or giveto a charity. It might even be a public service announcement.According to the Outdoor Advertising Association of America,Inc. (OAAA), businesses spent $5.8 billion dollars on outdoor

advertising in 2004, a figure expected to rise again in 2005.


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:- persuasive advertising isused by the advertiser when he want to use of emotionand sentimentalness of the consumer, it is quite different

form the informative advertising.


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According to Prof. Philip kotler, advertising can be basedAccording to Prof. Philip kotler, advertising can be basedon various aspect such as, Geographical area, content,on various aspect such as, Geographical area, content,

appeal, audience, sponsor etc.appeal, audience, sponsor etc.

according to philip kotleraccording to philip kotler

advertising can be isolatedadvertising can be isolated

1.1. Cross border advertisingCross border advertising

2.2. National advertisingNational advertising

3.3. Regional advertisingRegional advertising

4.4. Local AdvertisingLocal Advertising


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1.1. Product advertisingProduct advertising

2.2. Brand advertisingBrand advertising

3.3.Institutional advertisingInstitutional advertising

1.1. FactualFactual

2.2. EmotionalEmotional

Documents

Advertising Unit 1