Chapter Number One

Introduction

Modular:
Afjal Hossain,
Associate Professor, Department of Marketing, PSTU

Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.
Why Study Advertising Course?

1. To motivate you to creative

2. To help you to introduce a product
3. To know the role of advertising

Grey Advertising, Mediacom, Adcom, Carrot, Clockwork, Interspeed

Advertising, Asiatic Marketing Communications Ltd
 Definition of Advertising
Advertising is non-personal, paid announcements by an
identified sponsor.
The American Marketing Association defined advertising as:
Any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor.

Used to:
✓ Reach large audiences
✓ Create brand awareness
✓ Help differentiate a brand from competitors
 Definition of Advertising cont’d
In English … A structured form of communication employing
both verbal and nonverbal elements that are composed to fill
specific space and time formats typically directed toward
groups of people (mass communication).

❑ Most is paid for by sponsors.

❑ Usually persuasive.

❑ Reaches us through a channel of communication.

 Definition of Advertising cont’d
“The structured and composed of nonpersonal
communication, usually paid for products (goods, services,
and ideas) by identified sponsors through various media”
--- Arens & Schaefer (2007)
 Why Advertising?
There are several reasons for advertising some of which are
as follows:
❑ Increasing the sales of the product/service
❑ Creating and maintaining a brand identity or brand image.
❑ Communicating a change in the existing product line.
❑ Introduction of a new product or service.
❑ Increasing the buzz-value of the brand or the company.
Types/ Classification of Advertising

Marketers can accomplish this (product/ service/

experience based) in three ways:

1. informative advertising: advertising simply

provides basic information about a product.
Types/ Classification of Advertising cont’d
Marketers can accomplish this in three ways:

2. persuasive advertising: advertising tries to

convince customers to purchase a product.
Types/ Classification of Advertising cont’d

Marketers can accomplish this in three ways:

3. comparative advertising: advertising that may

include direct comparisons between the marketer’s
product and its competitor’s offerings.
Types/ Classification of Advertising cont’d
Marketers can accomplish advertising (based on media) in
several ways:
1. Print Advertising
Advertising products via any paper form is called print
advertising. Forms of print advertising:
▪ Newspapers
▪ Magazines
▪ Brochures
▪ Outdoor
Print Advertising cont’d

Print Advertising
 Print Advertising cont’d
▪ newspaper/ magazine advertising
Advertising products via newspapers or magazines is called
newspaper/ magazine advertising.
The newspapers/ magazines sell the advertising space
according to:
• the area occupied by the advertisement
• the position of the advertisement (front page/middle page), as well as
• the readership of the publications.

For instance an advertisement in a relatively new and less popular

newspaper would cost far less than placing an advertisement in a
popular newspaper with a high readership.
 Print Advertising cont’d

Newspaper Advertising Magazine Advertising

Print Advertising cont’d

Brochures
Types/ Classification of Advertising cont’d

▪ Outdoor Advertising
The most common examples of outdoor
advertising are:
• Banner
• billboards
• kiosks
• events and
• Tradeshows
Outdoor Advertising cont’d
• billboards
The billboard advertising is used to grab the attention of the
passers by.
 Outdoor Advertising cont’d
Billboards
Outdoor Advertising cont’d
• Kiosks
The kiosks not only provide an easy outlet for the company
products but also make for an effective advertising tool to
promote the company’s products.
Outdoor Advertising cont’d
• Events
Organizing several events
or sponsoring them makes
for an excellent advertising
opportunity. The company
can organize several events
that are closely associated
with their field. For
instance a company that
manufactures sports
utilities can sponsor a
sports tournament to
advertise its products.
Outdoor Advertising cont’d
• Tradeshows
The company can organize trade fairs, or even exhibitions for
advertising their products.
Types/ Classification of Advertising cont’d
2. Broadcast advertising
The popular broadcast advertising media are:
• Flier
• Television
• radio and
• the Internet.
Print Advertising cont’d

Fliers
Broadcast Advertising cont’d
• Television
when advertisements have been placed via different satellite
channels then it is television advertising. The cost of television
advertising often depends on:
- the duration of the advertisement
- the time of broadcast (prime time/peak time), and
- of course the popularity of the television channel.
Broadcast Advertising cont’d
• radio
The radio might have lost its charm owing to the new age media
however the radio remains to be the choice of small-scale
advertisers. The radio jingles have been very popular advertising
media and have a large impact on the audience, which is evident
in the fact that many people still remember and enjoy the popular
radio jingles.
Types/ Classification of Advertising cont’d
4. Covert Advertising – Advertising in Movies
Covert advertising is a unique kind of advertising in which
a product or a particular brand is incorporated in some
entertainment and media channels like movies, television
shows or even sports.
There is no commercial in the entertainment but the brand
or the product is subtly( or sometimes evidently)
showcased in the entertainment show.
Examples:
✓ Nokia which is displayed on Tom Cruise’s
phone in the movie Minority Report or
✓ Cadillac cars in the movie Matrix Reloaded.
Types/ Classification of Advertising cont’d

5. Surrogate Advertising – Advertising Indirectly

Surrogate advertising is prominently seen in cases where
advertising a particular product is banned by law.
Advertisement for products like cigarettes or alcohol which
are injurious to heath are prohibited by law in several
countries and hence these companies have to come up
with several other products that might have the same
brand name and indirectly remind people of the cigarettes
or beer bottles of the same brand.
Example: Fosters and Kingfisher beer brands.
Types/ Classification of Advertising cont’d

6. Public Service Advertising – Advertising for Social

Causes
Public service advertising is a technique that makes use of
advertising as an effective communication medium to
convey socially relevant messaged about important
matters and social welfare causes.
Example, AIDS, energy conservation, political integrity,
deforestation, illiteracy, poverty and so on.
Types/ Classification of Advertising cont’d

7. Celebrity Advertising
Using celebrities for advertising involves signing up
celebrities for advertising campaigns, which consist of all
sorts of advertising including, television ads or even print
advertisements.
 Media of Advertising
1. TV
2. Radio
3. Newspapers
4. Magazines
5. Outdoor boards
6. Internet
7. Mail
8. Telephone
9. Movies
10. TV shows
11. Retail Store
 Advertising related terms

Brand: Is a name, sign, symbol or combination of any of

these to differentiate the products from the
competitors.

Brand Message: all the information and experiences

that impact how customers and other stakeholders
perceive the brand.
How Advertising Agency Work?
The advertising agency convinced to make a purchase of a
buyer by following the following steps:
Awareness

Knowledge

Liking

Preference

Conviction

The actual purchase

 Advertising Appeals
Advertising appeals are used to attract the
customers about a product. Seven appeals are
used:

1. Fear (advertisers use some fear things to sell a variety

of products.
Ex: AIDS, , Pepsodent, Life-buoy Hand wash,
Sanitation etc.
 Advertising Appeals cont’d
2. Humor: This type of appeal uses some fun to sell a
product. This technique is used here to watch-laugh-
remember.
Ex: Magic tooth powder, Aktel easy load, Nokia etc.
 Advertising Appeals cont’d

3. Sex (Use some sexual clips to increase regularity.

Ex: Lux, Meril, 7-up etc.
 Advertising Appeals cont’d

4. Music (use some music or song for getting the

attention of listeners.
Ex: Tiger, Frooto etc.);
 Advertising Appeals cont’d

5. Rational (use more information to sell the product.

Ex: IBN Sina, Mina Bazar etc.);
 Advertising Appeals cont’d

6. Emotional (use emotional motion to sell the product.

Ex: Banglalink, Grameenphone etc.
 Advertising Appeals cont’d

7. Scarcity (When there is a limited supply of a product,

the value of that product increases. So, this appeal is
used in occasionally.
Ex: REHAB
 The Presentation Plan

1. Approach
2. Presentation
3. Demonstration
4. Negotiation
5. Closing
6. Servicing the Sale
 The Presentation Plan Cont’d
1. Approach
• Initial Contact with the
customer/prospect
• Must completely
understand the
decision-making
process and the roles of
each participant
 The Presentation Plan Cont’d
2. Presentation • Prospect’s needs are
assessed and matched
to the company’s
products
• The style and message
of the presentation
must be tailored to
the audience
 The Presentation Plan Cont’d

3. Demonstration
• Salesperson has the
opportunity to tailor
the communication
effort to the customer
• Can show how the
product can meet the
customer’s needs
The Presentation Plan Cont’d
4. Negotiation

Ensures that both the

customer and the
salesperson come
away from the
presentation winners
 The Presentation Plan Cont’d
5. Close
• Ask for the Sale
• Must be culturally
sensitive
 The Presentation Plan Cont’d
6. Servicing the Sale
• To ensure Customer
Satisfaction
– Implementation
process must be
outlined
– Customer service
program established
Questions?
Thank You
… For staying with me …