Into.

to
Advertising
Advertising
Anupa K Prabhakaran Intro. ©chintech Management
 Introduction

• “Marketing is concerned with

anticipating customer demand
and directing the flow of goods
from producers to consumers”

• Marketing has to do with matching

producer’s outputs to consumer’s
activities (wants, needs)

Advertising
Anupa K Prabhakaran Intro. ©chintech Management
 Serving the needs of customers is what business
should be all about …

Marketing is the business function that

interprets customer needs to the rest of the
organization.

Marketing should begin with the customer needs -

NOT with the production process. Mktg should
anticipate needs.

Advertising
Anupa K Prabhakaran Intro. ©chintech Management
  Advertisements

Specific messages designed to persuade

an audience

Advertising
Anupa K Prabhakaran Intro. ©chintech Management
 Three criteria must be met for a communication to be

classified as advertising:

 The communication must be paid for

 The communication must be delivered through mass media

 The communication must be attempting to persuade

Advertising
Anupa K Prabhakaran Intro. ©chintech Management
 Audiences for Advertising:
Audience Categories

 Household Consumers

 Business Organizations

 The Trade Channel

 Professionals

 Government
Advertising
Anupa K Prabhakaran Intro. ©chintech Management
 The Role of Advertising in
Marketing Mix
The Marketing Mix

Product Distribution

Perceived Value

Promotion Price

Advertising
Anupa K Prabhakaran Intro. ©chintech Management
 The Role of Advertising in
Brand Management

 Information and persuasion

 Introduction of new brands and extensions
 Building and maintaining brand
loyalty/brand equity
 Creating an image/meaning
 Building brand loyalty in the trade channel

Advertising
Anupa K Prabhakaran Intro. ©chintech Management