ADVERTISING

MANAGEMENT
Presented by;
Ajay Aravinthan M
 Advertising
◦ Definition:
Advertising is the attempt to influence the buying behavior of customers or
clients with a persuasive selling message about products and/or services.
◦ In business:
The goal of advertising is to attract new customers by defining the target
market and reaching out to them with an effective ad campaign.
Purpose of Advertising:
◦ Informative Advertising creates awareness of brands, products, services, and ideas. It
announces new products and programs and can educate people about the attributes and
benefits of new or established products.
◦ Persuasive Advertising tries to convince customers that a company’s services or products are
the best, and it works to alter perceptions and enhance the image of a company or product.
◦ Reminder Advertising reminds people about the need for a product or service, or the features
and benefits it will provide when they purchase promptly.
Types of Advertising:
◦ Newspaper
◦ Magazine
◦ Radio
◦ Television
◦ Directories
◦ Outdoor and Transit
◦ Direct mail, catalogues and leaflets
◦ Online
A Good Advertising should:
◦ Build the image of your business
◦ explain the benefits of your products and services
◦ increase awareness of new products and services before, when and after they are launched
◦ generate interest from your target market, as well as a new audience of prospective
customers
◦ encourage customers to ask for information about your business and provide options for how
they can contact you
◦ increase the demand from customers and increase your sales.
Functions of Advertising:
1. Primary function
2. Secondary function
3. Psychological function
4. Economic function
5. Social function
Primary function:
1. To increase sales – through-
(i) Attracting new consumers,
(ii) Introducing new uses,
(iii) Generating more awareness about the product,
(iv) creating brand image and brand loyalty.
2. To help dealers, wholesalers and retailers to stock more goods.
3. Buyers dependability is increased and which in turn enhance the volume of sale.
4. It helps controlling seasonal fluctuations in sales.
Secondary function:
1. Advertisement encourages the salesmen.
2. Necessary information are provided to sales persons, dealers and customers about the
product.
3. It generates feeling of pride among working staff in the organisation.
4. Security feeling among the workers improve production.
Psychological function:
1. Attempts to offset competitors’ advertising.
2. Helps to generate brand preference.
3. Provides an incentive to the sales force.
4. Helps to pursue immediate purchase
Economic functions:
1. Provides information about the economic advantage in comparison
to the product of the competitors.
2. Provides information regarding the availability of the economic
support.
3. Extends the scope of large-scale economies.
4. Generates employment opportunities.
Social functions:
1. Helps to generate the social awareness.
2. Medium for mass education.
3. Helpful for generation of national feelings and national integration. It
educates the social habit of living together.
4. An avenue to highlight the achievements and deficiencies of the
corporate and civic bodies.
Advertising management:
◦ Advertising management is a planned managerial process designed to oversee and
control the various advertising activities involved in a program to communicate with
a firm’s target market and which is ultimately designed to influence the consumer’s
purchase decisions.
Functions of Advertising in Marketing:
1. Disseminating Information
2. Identifying New Customers
3. Establishing Recognition
4. Supporting Salesmen
5. Motivating Distributors
6. Stimulating Primary Demand
Methods of Advertising budget:
◦ Percentage of sales method
◦ Objective and task method
◦ Competitive parity method

MEDIA PLANNING:

1) Setting media objectives (with reference to both marketing and advertising objectives);
2) Developing a media channel strategy for implementing media objectives – the broad vision of
when and how to reach target audiences;
3) Designing media tactics – specific instructions about media vehicles, placement, preferred position;
4) Devising procedures for evaluating the effectiveness of the media plan.
Top 10 companies those who spend in
advertising:
◦ 1. Hindustan Unilever Ltd
◦ 2. Amazon Online India
◦ 3. Dream 11 Fantasy
◦ 4. Reliance Industries Limited
◦ 5. Maruti Suzuki India
◦ 6. Procter & Gamble
◦ 7. Vivo Mobile India
◦ 8. Samsung India Electronics
◦ 9. Oppo India
◦ 10. Vini Products
Thank you