What is Advertising

Presented by Samiya Asadi

Assistant Professor
Journalism and Media Studies,
Stamford University Bangladesh
“Creativity without strategy is called
art. Creativity with strategy is called
advertising.”- Dr. Jef. I. Richards
(University of Michigan)
 Origin and Definition

Advertising comes from Latin word

“advertere” which means turn toward or
turn the mind .
• ‘Advertising is the non-personal
communication of information usually
paid for and usually persuasive in
nature about products, services or
ideas by identified sponsors through
the various media.’- (Contemporary
Advertising by Bovee and Arens)
• Non personal communication - Not
personal. Advertising is not a face to face
communication. Here our TG (Target
group) are heterogeneous, anonymous,
scattered and relatively large. obviously
advertising is the part of mass
communication.
• Information- USP (Unique selling
proposition) . Here information means
some key words which may able to
motivate TG to buy particular product or
goods.
• Usually persuasive – Most advertising
tries to persuade or influence the
consumer to do something. Generally
advertising follow AIDA theory.
• AIDA
• A - attention
• I - interest
• D- desire
• A- action
• Products, Ideas and Service

Which can be hospital, insurance,

goods. Phone, Tree plantation.
cosmetics, drinks,
refrigerators etc. In
a word consumer
product.
Shuhash
jamdani, Deshi
hawker, 3G,
Meril splash
beauty soap
• Various media
Newspaper, Magazine ,TV , Radio, On line,
Calendar, Brochure, Motion picture,
Outdoor( poster, Bill-board, leaf-let ),
Infomercial, Covert ad, Mobile Billboard,
In-store advertising and other interactive
media.
 Digital marketing
Mapping the customer path throughout the Five A’1s
What are the difference between
promotion and advertising
• Advertising is a part of Promotion.
Promotion consists of
• personal selling
• public relations,
• sales promotion and
• advertising.
• So beyond advertising, there are several
ingredients in promotion.
 The key players
• The advertiser

• The Ad agencies

• The media

• The suppliers

• The target audience

Different aspects of Advertising
• The Marketing role

A salesman looks at a customer

through the product lens, whereas a
marketer looks at the product through
the customer lens.
Brand
Product lens Consumer lens

cola Youthfulness

Pepsi

Cool comfort in
Air conditioner
home
Carrier

Memorable
Photo film moments

Kodak
• Marketing mix or 4p’s make a important part in
marketing era.
• Product
• price
• place and
• promotion are the four tools or ingredients of
marketing mix. Advertising is the part of
promotion.
Evolution of 4 P’s
• A company has several basic ways in which it
may promote its goods and services, through a
human agency (personal selling), through mass
media( Advertising), or through sales promotion
techniques ( Which generally serve to
supplement advertising and personal selling).

Strength of Advertising as a Marketing Technique

- Can reach a mass audience
- Introduces products
- Explain important changes
- Reminds and reinforces
- Persuades
• Communication role
Advertising is a communication process
involving the use of a mass medium- that is a
vehicle which sends a message to a large
number of people simultaneously.

Who are these people????

 Consumer who will purchase his merchandise

 Dealer who will carry it
 Friends, relatives, group leaders of consumer
who influence him
 Salesmen who will chose the sale
 Suppliers who will give him the best ingredients
 Stockholders as to his business acumen
(wisdom)
 Government as to his integrity (truthfulness)
 Public as to his nobility (goodness)

The communication system serves a two hold

purpose. The first is to provide information to all
people directly or indirectly related to the
organization .
• The second is persuasion- the businessman
wishes to persuade non potential customers to
become potential customers and potential
customers to purchase his product and service. ,

• They now do much more than inform or

persuade, they also try to create response from
various types of receiver. Now we discuss
about Models of the Response Process.
 Stages AIDA Hierarchy of Innovation Information
Model Effects adoption processing
model model model

Cognitive Attention Awareness Awareness Presentation

stage
Knowledge Attention

Comprehensi
on
Interest Liking Interest Yielding
Affective
stage
Preference Evaluation

Desire Conviction Trial Retention

Behavioral
• Economic role
By making people aware of products, service
and ideas advertising promote sales and there
by commerce as well as.

 By informing many people at once about

available products and services, advertising
greatly reduces the cost of distribution and
eases the task of personal selling. This leads to
lower costs and higher profits, which can be
invested in more capital equipment and jobs.
 The freedom to advertise enables competitors to
enter the market place. This encourages the
improvement of existing products and the
development of new and improved model which
also accelerate the economy of a country

 More over, Ad agencies and media industry ‘s

economic flow depend on advertisement.
• Social role
Advertising also has a number of social role.
 It informs us about new and improved products
as well as convey idea and social awareness
also.
 Helps us compare products and features and
generally keeps us informed about innovation
and issues. Thus it raises the standard of living.
 It promote – values.

 It helps us shape an image of ourselves by

setting up role models that we can identify with.
 IS Advertising a creative process?
• There are three categories of creativity.

• 1. In the first of these the creation is an

expression of the inner state of the creator.
Composers. Sculptors and creative writer fall in
to this category.
• 2. In the second form of creativity , the creator
acts largely to meet externally defined needs
and goals and adds little of himself to the
resultant product. Engineers, inventors and
research scientists are representative of this
category.
• 3. The third number of creativity is a combination
of the other two. In that the product is both an
expression of the creator and the same time a
meeting of the demand of some external
problem. Architect, musical performer and many
advertising personnel can be considered
examples of this combination of aesthetic
creativity and problem solving creativity.