m e nt

ert is e
Ad v

By: -
Shreya Sinha
Neha Bhat
Shilpi Jaggi
Anjali Gupta
Definition
Any paid form of non personal presentation and
promotion of ideas ,goods and services through mass
media such as newspapers, magazines, television and
radio by an identified sponsor. -kotler

Advertising is mass, paid for communication which is

used to transmit information, develop attitudes and
induce some form of response from the audience.
Objectives
To introduce a new product by creating interest for
its among the prospective customers
To support personal selling program
To reach people inaccessible to sales man
To enter a new market or attract a new group of
customers
To fight competition in the market and to increase
the sales
To enhance the goodwill
Importance of advertising
Commercial importance
Economic importance
Social importance
Types of advertising
On the basis of On the basis of On the basis of
geographical area: prospects (audience): message:
1.National 1.Consumer ads 1.Product ads
2. regional 2.Industrial ads 2.Persuasive
3.Local 3.Trade 3.Informative
4.Institutional

On the basis of On the basis of result On the basis of type of

sponsorship: intended: demand:
1.Horizontal 1.Quick action 1.Primary
cooperative 2.Delayed action 2.selective
2.Vertical cooperative

On the basis of targeted On the basis of stage of On the basis of type of

audience: life cycle: appeal:
1.Mass advertising 1.Pioneering 1.Rational
2.Class advertising 2.competitive 2.Emotinal
3.retentive
Selection of advertisement media
Nature of product
Class of consumers
Presence of competitors
Coverage
Cost
Purpose
Requirements of good advertising
Meaningful
Informative
Reasonable cost
Customer satisfaction
Response generating
Value conscious
AIDA
FUNCTIONS OF ADVERITISING
PRIMARY FUNCTION:-
1. to increase sales.
2. cultivates company brand and image.
3. confidence in quality.
4. raising the standard of living.
5. more business for industry.
SECONDARY FUNCTION:-
1. to support the sales person.
2. to furnish information.
3. benefit to employees.
4. to secure better employees.
ROLE OF ADVERTISING :-
Benefits to the manufacturers:
(a) increase sales.
(b) steady demand.
(c) greater dealer interest.
(d) creation of goodwill.
(e) better performance.
Benefits to the consumer
1. education of consumers
2. better quality goods at cheaper prices.
3. elimination of unnecessary intermediaries.
4. a guiding force
LIMITATIONS OF ADVERTISING
Multiplication of needs
Burden on the buyers
Creation of confusion
Creation of monopoly
Wasteful expenditure
Socially undesirable
Advertising vis-à-vis publicity
payment- publicity is non paid whereas, advertising is
paid form
Sponsorship- in the case of publicity the message is
not sponsored by the beneficiary directly whereas, in
advertising the sponsor is identified in the
advertisement
Non personal presentation
Mass appeal
THANK YOU ALL