Sri Krishna Arts and Science College

Department of Management Science

Prof Gowrilingeswari L

Course Name: Advertising and Sales Promotion

Department of Management Science,

SKASC
Department of Management
 Defining Modern Advertising
• Advertising is paid persuasive communication

• Uses non-personal mass media to reach broad audiences

to connect an identified sponsor with a target audience.
• According to American Marketing Association:
 “Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified
sponsor.”

Department of Management 3
• Advertising includes the name of a
product or service and how that
product or service could benefit the
consumer, to persuade potential
customers to purchase or to consume
that particular BRAND.
• Modern advertising developed with
the rise of mass production in the late
19th and early 20th centuries.

Department of Management 4
Five basic components:

1. Paid communication
2. Sponsor is identified
3. Tries to persuade or influence
4. Reaches a large
audience
5. Conveyed through
impersonal mass media

Department of Management 5
Basic Functions Of Advertising:
1. Inform Function
2. Persuasive Function
3. Reminder Function

The Functions of Advertising

1. Builds awareness of products and brands
2. Creates a brand image
3. Provides product and brand information
4. Persuades people
5. Provides incentives to take action
6. Provides brand reminders
7. Reinforces past purchases and brand
experiences

Department of Management 5
 History & Evolution
• Egyptians used papyrus
to make sales messages
and wall posters.

• Commercial messages
and political campaign
displays have been found
in the ruins of Pompeii
and ancient Arabia.

Department of Management 6
 History & Evolution
• In 1704 The first newspaper advertisement, an announcement seeking a buyer for an
Oyster Bay, Long Island, estate, is published in the Boston News-Letter.

• In June 1836, French newspaper La Presse was the first to include paid advertising in its
pages.

• Around 1840, Volney Palmer established a predecessor to advertising

agencies in Boston.

• The first radio commercial is credited to WEAF, New York on August 28,
1922 for the Queensboro real estate corporation.

• The world's first television advertisement was broadcast July 1, 1941. The watchmaker
Bulova paid $4 for a placement on New York station WNBT

before a baseball game.

Department of Management 7
 Key Concepts of Advertising

• Strategy • The logic and planning behind the ad

• Creative idea
• Advertisers develop ads to meet
objectives

• Execution • Advertisers direct ads to identified

• Media audiences

• Advertisers create messages that

speak

to the audience’s concerns

• Advertisers run ads in the most

effective media

Department of Management
 Key Concepts of Advertising

• Strategy • The central idea that grabs the

consumer’s attention
• Creative idea
• Creativity drives the entire field of
• Execution advertising

• Media

Department of Management
 Key Concepts of Advertising

• Strategy • Effective ads adhere to the highest

production values in the industry
• Creative idea
• Clients demand the best production the
• Execution budget allows

• Media

Department of Management
 Key Concepts of Advertising

• Strategy • Communication channels that reach a

broad audience
• Creative idea
• How to deliver the message is just as
• Execution important coming up with the creative

• Media idea of the message

Department of Management
 Roles of Advertising

• Marketing • The process a business uses to satisfy

consumer needs by providing goods and
• Communication services

• Economic – Product category

– Target market
• Societal – Marketing mix

– Brand

Department of Management
 Roles of Advertising

• Marketing • Can reach a mass audience

• Communication • Introduces products

• Explains important changes

• Economic • Reminds and reinforces
• Societal • Persuades

Department of Management
 Roles of Advertising

• Marketing • Moves from being informational to

creating demand

• Communication • Advertising is an objective means for

providing price- value information,
• Economic thereby creating a more rational
economy
• Societal

Department of Management
 Roles of Advertising

• Marketing • Informs consumers about

innovations and issues
• Communication • Mirrors fashion and design trends

• Economic • Teaches consumers about new

products
• Societal • Helps shape consumer self-image

• Perpetuates self-expression

Department of Management