ADVERTISING Marketing is a total system of business
activities designed to plan, price,
Sales hexagon consists of elements
where the general goal is to promote
product or service saleability.
Stages of Advertising Cycle
 introductory stage
 competitive stage
 retentive stage
Packaging is a properly designed
package that can induce the prospects
to buy the product. A well-designed
package can communicate the type
and quality of the product.
Organizations are forced to anticipate
customers' needs and convey clear
messages to consumers by
establishing strong brand names and it
becomes as the key factor for
business success.
Publicity is the non-personal
presentation. It originates from the
desk of the editor. It aims at only
informing the public about the events,
person, firm etc.
Trade shows and Exhibition is one of
the oldest forms of promoting the sales
of products. It provides opportunities
for face-to-face contact with prospects,
enable new companies to create a
viable customer base in a short period
of time, and allow small and midsize
companies that may not be visited on
a regular basis by salespeople to
become familiar with suppliers and
vendors.
Brand Personality acts as a potent
brand differentiator and offers
sustainable competitive advantage. It
also helps brands to gain market
share, command price premium and
insulates from discounting brands.
Advertising Agency is an independent
service organization whose function is
to provide advertising, merchandising,
and other promotional activities related
to the selling of the client’s products,
services or ideas.
 Classifications of Advertising
 according to source or origin
 according to media used
 according to objective
 according to audience
targeted
promote and distribute want-satisfying
goods and services to present and
potential market.
Sales promotion are direct
inducements that offer extra incentives
to enhance or accelerate the product's
movement from producer to consumer.
Advertising Media include the mass
media of communication in broadcast,
print, outdoor, transit, field and movie.
These are the tools to visualize the
ideas created by the agency, to
promote saleability of the advertiser’s
products, services or ideas.
Brands are the identification that
differentiates one business from
another (through name, symbol etc.). it
also defined as the personality they
reflect to people in relation to status,
emotional characteristics and
subjective quality.
Public Relations is defined as a
management function which identifies,
establishes, and maintains mutually
beneficial relationships between an
organization and the publics.
 The Advertising Agency
 Account Management
Division
 Research Department
 Copy Department
 Art Department
 Media Department
 Production Department
 Traffic Department
The central buying incentive featured
in an advertising message is the frame
of reference, serving as stimulus to an
expected response from the audience.
This stimulus is called the Advertising
Appeal.
Advertising is a paid form of non-
personal communication of information
about goods, services, ideas or
institutions using the mass media of
communication with the intention to
sell or secure favorable consideration.
 Features of Advertising
 communication
 information
 persuasion
 profit maximization
 non-personal presentation
 identified sponsor
 consumer choice
 art, science and profession
 element of marketing mix
 element of creativity
 Approaches in Brand building
 constant innovation
 domination of brand
 prompt availability
 integration of new and old
media
Personal selling includes all person-to-
person contact with customers with the
purpose of introducing the product to
the customer, convincing him or her of
the product's value, and closing the
sale. its role varies from organization
to organization, depending on the
nature and size of the company, the
industry, and the products or services
it is marketing.
Integrated Marketing Communication
is concept of marketing communication
planning that recognizes the added
value of a comprehensive plan that
evaluates the strategic roles of a
variety of communication discipline.
Advertiser is called the client, an
account or a sponsor. This can anyone
from among the sources of
advertisement, can be the producer,
manufacturer, service business,
institution, governmental unit or
individual, desiring for the creation of
an advertising project.
advertiser
 Role of Advertising in Society
 encourage purchasing
 reflect cultural trends
 promotes economic growth
 improves standard of living
 provides employment