You are on page 1of 12

Advertising

An introduction

By Preeti Singh
Asstt.Prof.IITM
Objective of study

• basics of advertising

• an insight about advertising as a


communication process.
Advertising
• What?
• Why?
• Where?
• When?
• How?
What is advertising?
• Advertising means a source of mass
communication.
• Its just like “paid communication”
• Advertising promotes the sales of
goods ,services, images and ideas
through information and persuasion.
It helps in selling.
Definition
• It is a “public announcement”
• Advertise means to announce or to
inform
• An announcement to the public of a
product , service or idea through a
medium to which the public has
access.
Mediums of advertising
• Print- newspaper, posters banners
and hording
• Electronic-radio, television ,video ,
cable, phone internet, any other.
The American Marketing Association Chicago defines
advertising as , “any paid form of non-personal
presentation of ideas, goods.& services by an
identified sponsor”.

• Any form
• Non personal
• ideas
•Advertising as a substitute of human salesman
•Advertising is the business of creative thinking for
commercial advantages.
Effect of promotional tools on consumer response

ing
Ad el l
ve s
rti
si n nal
g r so
Pe
Effectiveness

n
io
PR

ot
&

om
Pu

Pr
bli
cit

s
le
y

Sa

Awareness Interest Desire Action


In India
• In India the advertising business is
growing at the rate of 30% to 35%
annually.
• The total advertising expenditure in
India is about $5 Billion.
• It is a 1200 crore industry, even when
billings are Rs. 8000 plus crores.
• It is 90% of India’s GDP.
Within the framework of advertisements the
following should be kept in mind:

• Understanding the Objective's) of the


advertisement (MISSION)
• Defining the Target Audience (MARKET)
• Understanding the Budget (MONEY)
• Understanding the Message (MESSAGE)
• The Media used for putting the advertisement
(MEDIA)
• Seeing whether the advertisement was Effective
(MEASUREMENT)
The above would commonly be termed as the 6
M’s of Advertising.
Marketing Communication Process

Ad media
Print,
Encoding electronic, Decoding
salesman
Advertising Target
Publicity audience
Sales Channel interpretation
presentation
receiver
Sender

Target
Company audience

Feed back
Marketing research
Sales reports
THANKX ?