Introduction To

Advertising
( Element of
Promotion Mix)
Amitabha Gupta

Swami Vivekananda University

Meaning

• Paid Form of
• Non Personal Communication
• By an Identified Sponsor
• To Take a Positive Decision About The
Brand
Exception

• Non Paid Form

• Personal Communication
• May Not Be by an Identified
Sponsor
 • Advertisement To Create
Primary awareness about the Product or
Demand Product Category.
• No Brand Name to be
Advertisement promoted.
Secondary
Demand
Advertisement
Promoting Any Specific Brand of a
Product Category
Comparative
Advertisement
Advertisement Through
Comparison with Other
Competitive Brands
 • Cooperative advertising is when a business or brand who
Cooperative wishes to advertise, whether it be via radio, print,
television, or digital, partners with a manufacturer of a
product that they sell, and runs ads with that product in it.

Advertisement The manufacturer will then pay for some, or all, of the
advertising which includes their product. These
partnerships can vary in scale from small name mentions
to full ads with their product taking center stage.
Vertical Cooperative Manufacturer-
Advertisement Dealer/Retailer
Horizontal Cooperative
Advertisement

• Same Level Cooperation

• Retailer Leve
• Manufacturer Level
• Franchise Level
Surrogate Advertisements
Product Placement
Advertisements

• Placing Products in Movies and Shows

• Indirect Advertisements
Ambient Advertisements
Alternative/ Innovative/Low Cost Advertisements
Sandwich Man Advertisement
Transit Advertisement
Advertisement in any Moving Vehicle
Minimalist Advisement
• Minimal ads can be the most effective ones, if designed
properly and with the right message. Delivering the right
message to the people with few words or even with a single
image can truly affect the success of its promotion.
• These ads are usually quick and easy to get as they
minimize visual clutter. The signature of a minimal
advertisement is the use of few elements, single color and
handful of words to deliver a simple yet witty idea.
Minimalist Advisement
• Minimalist Advertisement: New and Effective Trend: Check
it out: MC DONALD'S : WI-FRIES
 Guerilla Advertising Campaign
Colgate Guerilla Advertising Campaign: Brush Your Teeth: With Colgate:
Reach,
Frequency &
Continuity
Reach & Frequency
Calculations
• Reach = 05
• Frequency: 03
• Effective Frequency: 04
• Effective Reach? = 2
• A=1
• B= 5
• C= 6
• D=1
• E= 2
Questions & Answers