ADVERTISING

What Is Promotion ?

Any form of communication a

business or company uses to
inform, persuade, or remind people
about products and to improve its
image

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Promotional Techniques

Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing

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 Advertising
 Advertising is any paid form of non personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
 The Institute of Practitioners in Advertising
(IPA), the body which represents advertising
agencies, defines advertising as:
« The means of providing the most
persuasive possible selling message to the
right prospects at the lowest possible cost. »
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Main Elements of Advertising

Paid Form
Non–personal presentation
Ideas, goods or services
An identified sponsor
Inform and persuade

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From Corporate To Advertising
Objectives

ADVERTISING
OBJECTIVES

MARKETING
OBJECTIVES

CORPORATE
OBJECTIVES
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How To Set Advertising Objectives

To become a leading
supplier in its category

To increase profits by
such percentage.

To achieve a set target

market share in its category
over certain period

To increase brand
awareness within a
particular region
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Advertising Objectives

Institutional or Image advertising:

Promotes organizational images,
ideas, or political issues. Used to
create or maintain an organizational or
family brand image.

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Advertising Objectives(continued)

Advocacy:
Promotes a company’s
position on a public issue.

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Advertising Objectives(continued)

Product advertising:
Promotes uses, features
and benefits of the product.

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Advertising Objectives(continued)

• Pioneer advertising:
Tries to stimulate
demand for a product category rather
than a specific brand.

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Advertising Objectives(continued)

• Competitive advertising:
Tries to stimulate
demand for a specific brand. Directly or
indirectly compares with competing
brands.

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Advertising Objectives(continued)

Comparative advertising:
Compares product
characteristics of two or more
specific brands.

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Advertising Objectives(continued)
Reinforcement advertising:
Assures users that
their choice of brands is correct; tells
them how to get most satisfaction so
as to retain their loyalty towards their
product.

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 Advertising Goals
Inform Persuade Remind
New product Persuade to purchase Maintain top of the
information now mind awareness

Build company image Change relative Remind consumers

importance of product that the product will
attributes be needed in the near
future
Inform of change in Build brand Maintain image
price preference during off seasons

Explain about the Attempt to offset Remind users where

product competitor’s to buy the product
advertising

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What Makes an Ad
Effective?
 If it creates an impression for a product
or brand
 If it influences people to respond in
some way
 If it separates the product or brand from
the competition in the mind of the
consumer
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THANK YOU