Advertising

• All activities involved in presenting to a group a non-personal, oral or

visual, openly sponsored message regarding a product, service, or an idea ;
this message, called in advertisement is disseminated through one or more
media and is paid for by the identified sponsor.
• "Any paid form of non-personal presentation of ideas, goods, or services by
an identified sponsor". -- AMA
Characteristics of Advertising
• a) It is a paid form of communication
• b) It is a non- personal communication
• c) It presents ideas, goods and services
• d) It should have an identified sponsor
 Advertising Objectives
• The clearly defined objectives serve as sheet-anchor and as standards
of adv­ertising performance.
• Properly laid down objec­tives make the entire advertising exercise
goal-directed, purposive and meaningful.
1. Increase Sales
2. Introduce a New Product
3. Support Sales Force
4. Reach Inaccessible Consumers
5. Enter a New Market Segment
6. Improve Dealers Relations
7. Expand Industry's Safe
 Benefits to Producer/ Trader

a) To face the competition - creates brand loyalty

b) Steady Demand -- provide constant demand – produce regularly
c) Increase of Sales – create new customers – new markets
d) Speedy Introduction of New Products – help in introduction
e) Economies - dealers are willing to maintain stocks, -- reduces cost
of distribution
f) Favourable Image - repeated advt. creates favourable image
 Benefits to customers and society
• Benefits to Customers
a) Saving in Time and Effort
b) Consumer Education
c) Fair Prices
d) Quality Products
e) Mutual Satisfaction
• Benefits to the Society
a) Employment
b) Standard of Living
c) Income to the Media
d) Motivation to work Hard
 Media of Advertising
• I. Print Media
• Newspapers (daily, weekly, etc.)
• Magazines (consumer magazines, business publications, etc.) Direct
mail (circulars, catalogues, brochures, etc.)
• II. Broadcast Media
• Radio (Vividh Bharathi, FM.) Television (Doordarshan, Satellite Channels
like Star, Zee TV) Narrow -Cast Media (Video, Cable TV., Cinema, etc)
• III. Out door Media
• Billboards, Wall writings, Sky writings, Bus Panels, Kiosks, Balloons etc.