Advertisement is any paid form of non personal presentation &promotion of goods, services or idea by an identified customer.

Sales promotion is variety of short term incentives to encourage trial or purchase of a product or services. Thus, Advertising offers a reason to buy, Sales promotion offers incentive to buy

Forms of Advertising Print & broadcast ads Packaging Brochures & booklets Posters & leaflets Directories Reprint of Ads Display signs Pops( point of purchase displays) Audio Visual material Symbols & logos

Forms of Sales Promotion Contest, games, lotteries etc. Gift sampling Fair & tradeshows Coupons Demonstrations Rebates Tie-ins Low interest financing.

5 Ms of Advertising Mission:
Set Goals Advertising objectives

Money:
Stage in PLC Market share & consumer ase Competition & clutter Advertising frequency

5 Ms of Advertising Message -Message generation - Message evaluation & selection -Message execution -Social- responsibility review

5 Ms of Advertising Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation

Measurement
- Communication impact - Sales impact

Objectives of Advertisement To Inform

Informing the market about new product( describing available services) Suggesting uses of a product( correcting false impressions) Informing the market of a price change( reducing buyers fears) Explaining how the products works( building company image)

Objectives of Advertisement

To Persuade
Building brand preferences Persuading buyers to purchase now Encourages switching to the brand Changing buyers perception of product attributes

Objectives of Advertisement

To Remind
Reminding buyers that product may be needed in the near future Reminding buyers where to buy it Making top- of mind awareness

Types of advertising
Informative advertising Objective is to build primary demand Done at primary stage Persuasive advertising Important in competitive stage Objective is to build selective demand for a particular brand Comparative advertising

-Seeks to establish superiority of one or more

attributes with other brands Reminder advertising Done for matured products