Principles Of Advertising Lecture 1

 By Muhammad Raheel
Etymology

 In this chapter, we shall deal extensively with Advertising only. It has been
derived from the Latin word ‘Adverto’ which means to turn around, to draw
attention to any subject or purpose.
From a consumer’s
point of view
ADVERTISING IS CONSUMER’S RIGHT TO CHOOSE.
Definition
A COMPLEX FORM OF COMMUNICATION USING OBJECTIVES AND
STRATEGIES TO IMPACT CONSUMER THOUGHTS, FEELINGS, AND
ACTIONS.  A FORM OF MARKETING COMMUNICATION (ALL THE
TECHNIQUES MARKETERS USE TO REACH THEIR CUSTOMERS AND
DELIVER THEIR MESSAGES).
Definition
ADVERTISING IS A PAID, NON-PERSONAL COMMUNICATION ABOUT AN ORGANIZATION AND ITS PRODUCTS
OR SERVICES THAT IS TRANSMITTED TO A TARGET AUDIENCE THROUGH MASS MEDIA SUCH AS TELEVISION,
RADIO, NEWSPAPERS, MAGAZINES, DIRECT MAIL, OUTDOOR DISPLAYS, OR MASS-TRANSIT VEHICLES.
There isn’t one standard description of Advertising!!
Purpose
ADVERTISING IS A MESSAGE DESIGNED TO PROMOTE A PRODUCT, A SERVICE, OR AN IDEA.
THE PURPOSE OF ADVERTISING IS TO SELL PRODUCTS OR SERVICES.
Five Basic Factors of Advertising

 1. Paid communication
 2. Sponsor is identified
 3. Tries to inform or influence
 4. Reaches a large audience
 5. Message conveyed through many different kinds of largely non personal mass
media.
Mediums

 Advertising reaches people through various forms of mass communication.

 These media include newspapers, magazines, television, radio, the Internet, direct
mail, outdoor signs, transit signs, window displays, point-of-purchase displays,
telephone directories, novelties.
Advertising Classfications

 Product Advertising
 Retail Advertising
 Corporate Advertising
 Business-to-Business Advertising
 Political Advertising
 Direct Response Advertising
 Public Service Advertising
 Advocacy Advertising
Functions of Advertising

 The “Inform” function

 The “Persuasive” function
 The “Reminder” function
The Marketing Concept

 An organization should try to provide products that satisfy customers' needs

through a coordinated set of activities that also allow the organization to achieve
its goals.
 Every activity is geared towards the needs and wants of the consumer.
Application of the Marketing Concept

 Meeting customer needs and wants

 Coordinating marketing efforts across the organization
 Achieving long-term goals
The Marketing Mix
PRODUCT: THE PRODUCT IS A "BUNDLE OF VALUE" THAT MEETS CUSTOMER
EXPECTATIONS
PRICE: PRICE IS THE VALUE THAT IS EXCHANGED FOR PRODUCTS IN A
MARKETING TRANSACTION.
PROMOTION: PROMOTION—MARKETING COMMUNICATION—COVERS THE
VARIETY OF TECHNIQUES USED TO COMMUNICATE WITH CUSTOMERS AND
POTENTIAL CUSTOMERS.
PLACE: PLACE IS ALSO CALLED CHANNEL OF DISTRIBUTION OR
DISTRIBUTION CHANNEL. A CHANNEL OF DISTRIBUTION REFERS TO A
GROUP OF INDIVIDUALS AND ORGANIZATIONS THAT DIRECTS THE FLOW OF
PRODUCTS FROM PRODUCERS TO CUSTOMERS.
Thank you!