Unit 1

Definition, Importance, Scope, Features,

Benefits
What is advertising?
Latin word advertiser (to turn the mind to)

Definition
Paid form of communication with the users to inform and influence

Characteristic of advertising
Paid Form

Tool for promotion

One-way communication.

Personal (cookie based) or Non- personal (tv, radio)

Types of advertising
Print Advertising- Newspapers, Magazine & brochure advertisements, etc.

Broadcast Advertising- Television and radio advertisements.

Outdoor Advertising- Hoarding, banners, flags, etc.

Digital Advertising- Advertisement displayed over the internet and digital devices

Product/Brand Integration-Product placements in entertainment media like TV show, YouTube

videos, etc.

Objectives of Advertising
1. To inform

2. To Persuade

3. To remind

Brand Building

Increase Sales

Creating Demand

Engagement

Expanding Customer Base

Changing Customer’s attitude, etc.

Importance of Advertising
To the Customer

Convenience

Awareness

Better Quality

To the Businesses

Awareness

Brand Image

Product Differentiation

Increases Goodwill

Value for Money

Advantages of Advertising
1. Helps in Brand Building

2. Helps in Launching New Product

3. Boosts Up Existing Customers ‘Confidence’ In The Brand

4. Attracts New Customers

5. Educates the Customer

6. Helps in Reducing Customer Turnover

Disadvantages of Advertising
In the costs

Confuses the Buyer

Is Sometimes Misleading

Only for Big Businesses

Encourages the Sale of Inferior Products

5M’s of advertising
Mission- advertising objectives

Money- advertising budget

Message- advertising message

Media- selection/scheduling of different media channels