ADVERTISING

Definition:
Paid form of non-personal presentation and promotion ideas, goods and
services by an identified sponsor. It’s a way of communication with the
potential consumers of a product or service.
General Objectives:
o To inform
o To persuade
o To remind
Features:
o Communication (Mass targeting)
o Information ( true and real infos about the product)
o Persuasion (Salesmanship)
o Profit maximization
o Non-personal presentation ( no specific target)
o Identified sponsor
o Consumer choice
Wanted Results :
o Product introduction to the market
o Sales and competition
o Reaching inaccessible people to salesman
o Improving dealer relations

Importance of advertising:
o Promotion of sales
o Mass production
o Good public image
o Market research

Role of advertising:
Through the medium of advertising people get information regarding new
products. As people use these new and latest goods, their standard of living gets
a boost. Advertising is helpful in providing employment and increasing
income of the people. Both have a positive effect on their standard of living.
 IMC

Definition:
A set of business practices that facilitate consistent messaging across channels
and produce a unified brand experience for customers.

Main goal:
Ensure that customers receive the same message when they interact with a
company's brand in various ways.

Objectives:
o Creating brand awareness
o Generating product interest
o Increasing the desire for products
o Prompting action in the form of a sale

Importance of IMC:
o Create a multi-pronged marketing campaign that targets wider
audiences.
o Efficiency.
o Builds trust.
o Integrated marketing communication plays an essential role in delivering
a unified message to end-users through various channels and thus has
better chances of attracting customers. A single message goes to
customers across all marketing channels by tv, radio, banners, hoardings
and so on.

Features/Tools of IMC:
o Advertising.
o Sales Promotion.
o Public Relations.
o Direct Marketing.
o Personal Selling and Packaging.
o Digital Marketing.
 CLASSIFICATION OF ADVERTISING

Classification on The Basis of Area Coverage:

o Local: Retail advertising, directed at local customers.

Media used: -shop decorations, local newspapers, magazines, posters,
hoardings...

o Regional: Wider coverage, as compared to local advertising. It covers a

particular region.
Media used: Newspapers, magazines, radio, T.V., outdoor media

o National: Communicated to consumers all over the country.

Almost allpossible mass media is used.

o International: undertaken by those companies, which operate in more than

one country

Classification on The Basis of Audience

o Consumer Advertising: directed to the ultimate consumers of the

consumer products. All types of consumer products need continuous and
extensive advertising on T.V., radio, and press
o Industrial Advertising: used by manufacturers and distributors of
industrial goods. Such advertisements usually appear in trade journals,
trade dictionaries, business magazines and so on.
o Trade Advertising: employed by manufactures and/or distributors
to influence and persuade wholesalers and dealers (retailers) to stock
and sell the goods.
o Professional Advertising: directed at professional like doctors,
professors, engineers and others. This is done through professional
journals and representative of the advertisers.

Classification on The Basis of Media

o Print Media Advertising : The print media consists of newspapers,
magazines, journals, handbills, etc.
o Electronic or Broadcast Media Advertising : radio, television,
motion pictures, video, movies and the internet. Different methods, such as,
spot announcements, sponsored programs, etc., are used for broadcasting
advertising messages.
 o Outdoor Media : posters, neon signs, transit, point of purchase(POP), etc.
o Other Media : direct mail, handbills, calendars, diaries, cinema advertising,
internet and so on.

Classification on The Basis of Function

o Direct Action and Indirect Action Advertising: Direct action

advertising is undertaken to obtain immediate response or actionon the
part of target audience. Indirect action advertising is undertaken to
influence the audience in respect of advertiser’s brand.
o Primary and Selective Advertising: Primary Advertising is
undertaken by trade association or by cooperative groups.
o Selective Advertising is undertaken by marketers of brandedproducts.
o Product and Institutional Advertising: Product or Service
advertising is undertaken to promote the sale of products and services-
branded or unbranded. Institutional advertising is undertaken to build name
and goodwill of the organization.

Classification on The Basis of Advertising Stages

Advertising at Pioneering Stage: undertaken to make the audience fully
aware of the new brand of a product and to inform, influence, and persuade
them to buy it.
Advertising at Competitive Stages: At this stage, competitive
advertising is undertaken to promote sales effectively to confront competitors.
Advertising at Retentive Stage or Reminder Advertising: undertaken
to maintain, or retain the stableposition in the market as long as possible.