Advertising

Sharath Adiga
 Advertising is the means of informing and influencing a vast audience to
buy a product or service through visual, oral or written messages.

Advertising can be described as a paid form of non-personal presentation

and promotion of ideas, goods or services. A business that wants to step into
What is advertising? markets and make a mark definitely needs advertising. There is hardly any
organization that does not advertise these days.

Advertising can be done through various media such as newspaper,

magazines, television, radio, posters, hoardings, and billboard and in recent
times, the internet.
 American Marketing Association defines advertising as
“Any paid form of non-personal presentation and promotion
of ideas, goods or services by an identified sponsor.”

Definition of
Advertising

Advertising can be defined as a paid dissemination of

information through a variety of mass communication
intended to inform and/or influence one or more people.
 The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies,
defines advertising as – “The means of providing the most persuasive possible selling message to the right
prospects at the lowest possible cost”.

According to Stanton, “Advertising consists of all activities in presenting to a group a non-personal,

oral or visual, openly sponsored message regarding a product, service or idea”.
From the above definitions

a) Advertisement is a message to large groups.

b) It is the form of non-personal message/communication.

c) It persuades the general public to purchase the goods or services advertised.

d) It is paid for by an advertiser to publisher.

e) Advertising messages are identified with the advertiser.

• Advertisement is most widely used method for promotion of products and services.

• Used by all type of organizations including government and non-government organizations.

• It is a good way to communicate information related to offerings by organizations.

• With popularity of mass media like satellite television, cable network, internet, print media etc. the scope and
importance of advertising is increasing day by day.

• Companies are having a huge budget for advertising.

Nature of Advertising
1. Element of Marketing Mix
2. Promotion Mix
3. Mass Communication
4. Messages
5. Price of Advertising
6. Sponsor
7. Persuasive
8. Element of control
9. Identifiable
10. Target Group
 Advertising is an important component of the promotion mix.
Promotion mix in turn is a component of marketing mix.

Price, product, promotion and physical distribution are the four main
1. Element of
elements in a marketing mix.
Marketing Mix

Unless the promotion mix is effective, the other elements of

marketing, viz., price, product and physical distribution cannot
achieve their respective objectives.
 Advertising is an essential element in the promotion mix.

Personal selling, sales promotion, publicity and advertising are the four
elements in the promotion mix.

2. Promotion Mix Advertising has been considered as the most effective method of promotion.
For, it creates demand, stimulates sales, and reaches customers quickly and
effectively.

An advertisement is mass communication; the other media of promotion are

individual communication or face-to-face communication.
 Mass communication is the basic purpose of advertising.

Advertising not merely conveys information to only one person but to a very large
group of persons who may be expected to purchase the article.

3. Mass
The mass communication media such as radio, television, newspapers, billboards
Communication
and magazines, etc., are used for advertising purposes, even though print media
have been adopted in many countries for mass communication.

Electronic media have now become more popular for advertising purposes.
Television is one of the most effective media of advertising.
 An advertisement carries a message which motivates and inspires customers
to purchase a particular product.

It gives information on the attributes of the goods and services advertised.

4. Messages
The voice and sight combine together and make the message very effective.

The visual effect plays an important role in carrying the messages, which is
provided by advertising.
 Advertising activity is undertaken by advertising agencies which are
5. Price of Advertising professional organizations and charge a price for advertising Space, time,
language, etc., are sold by advertising agencies.
 An advertisement is sponsored by some identified advertiser, disclosing
6. Sponsor ideas, messages and information.
 An advertising message is persuasive and informative enough to motivate
potential customers.

The advertiser provides information to the prospects who are willing to

purchase his goods and services.

7. Persuasive Advertising is the most efficient means of reaching the people. It has been
pointed out that success in business depends on persuasion.

Advertising informs, entertains and ultimately persuades a group or society to

purchase the advertised products.

Persuasion is an essential factor in advertising, for if an advertisement does

not persuade, the message will be merely a piece of information.
 The time, place, message and direction of advertising are controlled to make
them effective and purposive.
8. Element of
control
The selection of the medium, message and time is carefully done to achieve
the most economical results.
 The time, place, message and direction of advertising are controlled to make
them effective and purposive.
8. Element of
control
The selection of the medium, message and time is carefully done to achieve
the most economical results.
 Advertising is identifiable from the sponsor’s point of view as well as from
the point of view of audience.
9. Identifiable
The message and presentation should be recognized by customers.
 Advertising aims at a target group. Although it does not distinguish between
target and non-target group, it is basically designed to influence the target
group.
10. Target Group
The factors such as the desire to buy, purchasing power, status, entertaining
element and being attractive to suit the target group are considered carefully
while preparing an advertisement.
Scope of Advertising

Advertising is often regarded as the most important means of marketing a

company’s services and tools. The scope of advertising is to communicate a
message to current customers or potentially target new customers. It helps a
company get a message or a piece of information across to their customer
base regarding a new product or special deal.
 Scope of advertising by budget

 Scope of advertising by deliverables

 Scope of advertising by allocating deliverables

 Scope of advertising by strategy

Scope of There is always a budget allocated for advertising and promotion within the
marketing budget. The budget allocated should be in coordination with the type
advertising of advertisement the organization wants. The resources and other requirements
are to be kept in mind for the budget allocation.
by budget
Scope of Once the budget is decided, the marketing plan can be projected further. A
advertising by detailed scope of work that deliverables require can be outlined. Agencies can
now develop a proposed resource plan.
deliverables
Scope of
advertising by For creative work, allocating the type of deliverables (​TV​, online, mobile,
press, magazine​,​ etc) based on the previous campaign requirements can be
allocating more insightful after the previous plan.

deliverables
Scope of Once the deliverables are allocated, advertising agencies can define the
strategic requirements by brand or category and develop a scope of work
advertising by based on past requirements and remuneration for similar strategic
deliverables.
strategy
Thank You