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Table Of Contents

HISTORY OF ADVERTISEMENT
DEFINITION OF ADVERTISING
What Advertisement Is?
What is Included in Advertising?
Advertising includes the following forms of messages: The messages carried in-
What is excluded from Advertising?
The activities excluded from advertising are:
Advertising Objectives
The basic objectives of an advertising programme may be listed as below:
Importance of Advertising
CLASSIFICATION AND TYPES OF ADVERTISING
1. Product ± Related Advertising
A. Pioneering Advertising
B. Competitive Advertising
C. Retentive Advertising
2. Public Service Advertising
3. Functional Classification
A. Advertising Based on Demand Influence Level
A. Primary Demand (Stimulation)
B. Selective Demand (Stimulation)
B. Institutional Advertising
C. Product Advertising
A. Informative Product Advertising
B. Persuasive Product Advertising
C. Reminder-Oriented Product Advertising
4. Advertising based on Product Life Cycle
A. Consumer Advertising
B. Industrial Advertising
5. Trade Advertising
A. Retail Advertising
6. Advertising Based on Area of operation
A. National advertising
B. Local advertising
C. Regional advertising
7. Advertising According to Medium Utilized
A. Pioneering Advertising:
B. Competitive Advertising:
C. Retentive Advertising:
i. Advertising Based on Demand Influence Level
A. Primary Demand Stimulation
B. Selective Demand Stimulation
ii. Institutional Advertising
iii. Product Advertising
A. Informative Product Advertising:
B. Persuasive Product Advertising:
C. Reminder-Oriented Product Advertising:
B. Wholesale Advertising
6. Advertising based on Area of Operation
B. Regional advertising
C. Local advertising
7. Advertising According to Medium
Advertising Agency
STAGE WORK PERFORMED AT STAGE
Full Service Agencies
Modular agencies
In House agencies
Creative Boutiques
Mega agencies
The Specialists Agency
Ad agency need to consider, for example:
Services offered by ad agency
Total Advertising Services
Marketing Services
e-Solution Services
Content Business
Integrated Media Services
Sales Promotion
Event Marketing
Integrated Branding Services
Organization Structure
Positive Effects
Negative Effects
Importance of measuring the Effectiveness of Advertising
(1) It acts as a Safety measure
(3) Avoids possible failure
(4) To justify the Investment in Advertising
(5) To know the communication Effect
(6) Compare two markets
METHODS OF MEASURING ADVERTISING EFFECTIVENESS
(1) Direct Measures of Advertising Effectiveness
(a) Historical Sales Method
(b) Experimental Control
(i) Before-after with Control Group Design
(ii) Multivariable Experimental Designs
(2) Indirect Measures
(i) Exposure to Advertisement
(iii) Brand Awareness
(iv) Comprehension
(v) Attitude Change
(vi) Action
COMMUNICATION EFFECTS OF ADVERTISEMENT
Compunction Effectiveness Vs Sales Effectiveness
Suitability
Factors Affecting Advertising
IMPACT OF ADVERTISEMENT
1. Economic Impact
2. Social Impact
3. Political Impact
4. Cultural Impact
Hypothesis I
Hypothesis II
Hypothesis III
Television 42
HYPOTHESIS TESTING
CONCLUSION
RECOMMENDATION
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Published by Ari Juman

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Published by: Ari Juman on May 17, 2011
Copyright:Attribution Non-commercial

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