Advertising

What is advertising?
laymans version
Advertising agency Advertising message Media Target market segment Advertising affects the attitudes of consumers towards the products & the buying patterns

 Announcements made by sellers to promote the

sales of their products Mass selling techniques used to promote the sales of their products Advertising is a commercial force which has created markets It is a psychological process of drawing attention, creating interest, arousing desire, giving convincing reasons so as to lead a consumer to action of buying or make him inclined to buy

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Advertising is Paid Non personal communication From an identified sponsor Using mass media To persuade or influence an audience

Definition
AMA
any paid form of non-personal presentation & promotion of ideas of goods & services by an identified sponsor. John s Wright, Willis L Winter & Sherilyn K Zeigler Advertising is controlled, identifiable information & persuasion by means of mass communication media

 John J Burnett
Advertising is the non-personal communication of marketing-related information to a target audience, usually paid for by the advertiser, & delivered through mass media in order to reach the specific objectives of the sponsor. J Thomas Russell & W Roland Lane Advertising is a message paid for by an identified sponsor & delivered through some medium of mass communication. Advertising is persuasive communication. It is not neutral: it is not unbiased: it says: I am going to sell you a product or an idea.

Features

Paid form Any form Non-personal Goods, services, ideas Identified sponsor Information Persuasion Target audience Creativity Psychological, Social, & Economic force A discipline Part of marketing Controlled It is not neutral: it is not unbiased

History of advertising

Recorded history goes back to about 5000 years Babylonian clay tablet of 3000 BC, bearing inscription of an ointment dealer Papyri found in Egypt show announcements offering rewards for return of runaway slaves Before the invention of printing advertising took the form of 1. Trademarks 2. Signs 3. Town criers

Functions of advertising
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There are three functions of advertising Social function Psychological function Economic function Hierarchy-of-effects model Awareness Knowledge Liking Preference Conviction purchase

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Jagadish N Sheth has described four primary sequential functions perception Persuasion Reinforcement Reminder Other functions Stimulates demand Strengthens other promotion mix elements Develops brand preferences Cuts costs Lowers prices Competitive weapon

Purpose of advertising

To announce a new product or service To expand the market To announce a modification To announce a price change To announce a new pack To make a special offer To invite enquiries To sell direct To test a medium

To announce a location To obtain stockists To educate customers To maintain sales To challenge competition To remind To get back lost sales To please stockists To please the sales force To recruit staff To attract investors To export To announce trading results

Economic perspective
Impact on product Impact on price Impact on competition Impact on consumer choice Impact on business cycles Value addition

Types of advertisement
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Based on target group Consumer Business Industrial trade Professional Agricultural

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Based on area International National Regional Local Based on media Print Newspaper Magazines Electronic Radio TV Outdoor Billboards Buses/trains Direct mail Other media

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Based on purpose Product/service Commercial/non-profit Primary/selective demand Direct/indirect

Advertising & marketing mix

Advertising & product Advertising & price Advertising & place Advertising & promotion

Advertising & publicity

Paid Always positive Less credibility Sponsor can be identified

Not paid Positive or negative More credibility Sponsor cannot be identified

Advertising & salesmanship

Non personal One way
communication Delayed result No feedback No clarification Pre planned Less costly

Personal Two way

communication Quick result Feedback Quick clarification Not planned More costly

Advertising & sales promotion

Used always Regular Does not depend on
sales promotion Delayed result

Used occasionally Not regular Depends on

advertising Immediate sales