By: Shreya Sinha Neha Bhat Shilpi Jaggi Anjali Gupta

Definition
y Any paid form of non personal presentation and

promotion of ideas ,goods and services through mass media such as newspapers, magazines, television and radio by an identified sponsor. -kotler
y Advertising is mass, paid for communication which is

used to transmit information, develop attitudes and induce some form of response from the audience.

Objectives
y To introduce a new product by creating interest for its

among the prospective customers y To support personal selling program y To reach people inaccessible to sales man y To enter a new market or attract a new group of customers y To fight competition in the market and to increase the sales y To enhance the goodwill

Importance of advertising
y Commercial importance y Economic importance y Social importance

Types of advertising
On the basis of geographical area: 1. National 2. regional 3. Local On the basis of prospects (audience): 1. Consumer ads 2. Industrial ads 3. Trade On the basis of message: 1. Product ads 2. Persuasive 3. Informative 4. Institutional On the basis of type of demand: 1. Primary 2. selective

On the basis of sponsorship: 1. Horizontal cooperative 2. Vertical cooperative On the basis of targeted audience: 1. Mass advertising 2. Class advertising

On the basis of result intended: 1. Quick action 2. Delayed action

On the basis of stage of life cycle: 1. Pioneering 2. competitive 3. retentive

On the basis of type of appeal: 1. Rational 2. Emotinal

Selection of advertisement media
y Nature of product y Class of consumers y Presence of competitors y Coverage y Cost y Purpose

Requirements of good advertising
y Meaningful y Informative y Reasonable cost y Customer satisfaction y Response generating y Value conscious

AIDA

FUNCTIONS OF ADVERITISING
y PRIMARY FUNCTION:-

1. to increase sales. 2. cultivates company brand and image. 3. confidence in quality. 4. raising the standard of living. 5. more business for industry.

y SECONDARY FUNCTION:-

1. to support the sales person. 2. to furnish information. 3. benefit to employees. 4. to secure better employees.

ROLE OF ADVERTISING :y Benefits to the manufacturers:

(a) increase sales. (b) steady demand. (c) greater dealer interest. (d) creation of goodwill. (e) better performance.

y Benefits to the consumer

1. education of consumers 2. better quality goods at cheaper prices. 3. elimination of unnecessary intermediaries. 4. a guiding force

LIMITATIONS OF ADVERTISING
y Multiplication of needs y Burden on the buyers y Creation of confusion y Creation of monopoly y Wasteful expenditure y Socially undesirable

Advertising vis-à-vis publicity
y payment- publicity is non paid whereas, advertising is

paid form y Sponsorship- in the case of publicity the message is not sponsored by the beneficiary directly whereas, in advertising the sponsor is identified in the advertisement y Non personal presentation y Mass appeal

THANK YOU ALL

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