By: Shreya Sinha Neha Bhat Shilpi Jaggi Anjali Gupta

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.

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



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.


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

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


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