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PRESENTED BY:BY:ISHA GANDHI MBA SEC.N
Introduction Definition Elements Objectives Functions
Types of Media Types of Appeal Criticism Conclusion
³Advertising consists of all the activities involved in presenting to an audience a non personal sponsor-identified, paid-for message about a product or organization.´
³William J. Stanton´
Paid form Non personal Speedy and mass communication Identified sponsor
To increase demand To sell a new product and to build new brands To build goodwill To support salesman To educate the masses
Promotion of sale Introduction of a new product Creation of good public image Education of people Helpful in facing competition
TYPES OF MEDIA
Direct mail Media
TYPES OF APPEAL«
This appeal is usually straight forward and delivers the message directly. It lists out the benefits to the person.
This appeal is one in which an ad is basically has a musical background or one or more people sing a song about the product.
Celebrity appeal as the name suggests uses the name and following of a celebrity like rock star ,a movie star or a sport star.
Changes in fashion are affected by this kind of appeal where people are motivated to buy products due to the change in time.
This appeal usually targets the society and the citizens in general to improve and enhance the living and working condition.
When advertiser convey his message through advertising in a funny and hilarious manner, it is known as humorous appeal.
This type of advertisements include warmth, sentiments ,family/kids/friends and use adjectives like heaven ,lovely, gentle.
MOST EFFECTIVE APPEAL
Others Emotional Humor Musical
THE MOST EXPENSIVE MEDIA
50 40 30 20
10 0 Audio magazine yellow newpaper Radio pages
Makes the product more costly Creates brand monopoly Undermines moral values Confuses the buyer
Effective means of communication. Help in developing overall product & firm image. Efficient impact on the consumers and society. Identified with the different brands available.