Advertising

Advertising is one of the widely used techniques of

promotion, wherein modes like television, radio,
newspapers, internet, etc. are used for creating
demand or interest of the customers towards the
product or services offered by the company
Advertising can be defined as the act of drawing
the attention of the target audience, towards a
product or service. It is an impersonal, paid
message, delivered to the general public with the
sole aim of creating demand for the product and
thus increasing sales. It has a great role to play in
marketing, to make people aware of the product.
Advertising aims at creating such an image in the
minds of the audience, that they are instigated to
purchase that product. The greatest advantage of
advertising is its range, i.e. it reaches a large
number of people in one go
Purpose Of Advertising
Delivering the proper message to the customers
To convince customers that a company's services or products are best
Enhance the Image of company
Demonstrate new uses for establishedproducts to hold existing customers
Types Of Advertising Goals
INFORMATIVE ADVERTISING
-New Product, New Service, NewFeatures, Re-Launch

PERSUASIVE ADVERTISING
-Comparative Ads

REMINDER ADVERTISING
-Continuous AdsEx: Coca Cola
Informative Advertising
• Building A Brand And Company Image
• Telling The Market About A New Product
• Explaining How The Product Works
• Suggesting New Usage Of A Product
• Informing The Market Of A Price Change
• Describing Available Services And Support
• Correcting False Impression
Persuasive Advertising

• Building Brand Preference

• Encouraging Switching To Your Brand
• Persuading Customers To Purchase New
• Convincing Customers To Tell Others About The Brand
Reminder Advertising
• Maintaining Customer Relationship
• Reminding Consumers That The Product May Be Needed In The
NearFuture
• Reminding Consumers Where To Buy The Product
Types of Advertising Media
• Outdoor Advertising (Billboard, Transport)
• Media Advertising (Television, Radio)
• Print Advertising (Newspaper, Magazine)
• Internet Advertising
• Celebrity Advertising
• Cinema Advertising
• Retailer/Local Advertising
• Brand Advertising
Role Of Advertising
• Marketing role

• Communication role

• Economic role

• Social role
 Selling
Selling is any transaction in which money is exchanged for a good or service.
During a sales negotiation, the seller attempts to convince or “sell” the buyer on the
benefits of their offer. If the buyer wishes to strike a deal, they will give the seller an
agreed upon amount of money in exchange for the seller’s product/service. Put
simply, selling is the act of persuading.
Objective of selling

• To sell goods to consumers

• To “service” existing accounts, that is maintain contracts with
the existing consumer.
• To search for new customers,
• To secure consumers’ cooperation in stocking and promoting
the product line.
• To keep customers informed about the changes in the existing
product line and firm’s marketing strategy
Function of selling

• Product Planning and Development:

No marketing effort can be successful if the product itself is
unsatisfactory. Hence it would not be wrong if we say that the
success of any selling organisation depends upon the planning and
development of the right type and kind of products.While planning
the manufacture of the right kind of products, the manufacturer
should take into account the requirements and needs of the final
consumer in terms of quantity, quality, time, price, place etc. This
information can be obtained through market research.
• Creation of Demand:

Once the right product has been produced it will result in profit only if it is demanded. Thus an important
aspect of selling is the creation of demand. The seller must inform the buyer about the availability of his
products. He usually does this by resorting to activities like advertising and sales promotion. All activities
undertaken by a seller to keep his customers informed and updated about his products through the different
means available to him can be called as demand creation.

Establishing Contact with the Buyers:

Buyers are many and scattered over a vast area. After creating a demand for the
product it is essential to establish contact with the buyers. The marketing
personnel have to find out the places where the buyers exist, establish contacts
with them and maintain cordial relations with them. Establishing contacts with the
buyers is an ongoing process and has to be undertaken continuously.
 Negotiations:

Once contact with the buyer is established the seller has to enter into discussions with the prospective buyers to
finalise the terms relating to the quantity, quality, and price of the product, the time mode of transport, risk
coverage etc. At this stage, offers and counter offers are made till a final agreement is reached. This process of
reaching some point of common understanding through offers and counter offers can be called negotiations.

Entering into a Contract:

When the terms and conditions of sale are finalised the buyers and sellers enter in a contract to buy and sell so
that The ownership of the goods passes legally from the seller to the buyer.
Even though buying and selling functions of marketing have been studied and analysed as two different functions,
they are in actual practice complimentary to each other. After all, there cannot be selling without buying and
buying without selling. They are the two sides of the exchange transaction and one cannot exist without the other.
Personal selling
• Personal selling is also known as the act of convincing a customer to
buy a given product or device. It is also considered to be one of the
most costly and effective promotional methods that are ever seen. It is
effective as there is a face-to-face interaction observed between the
seller and the buyer which helps the seller to change their promotional
techniques used as the situation asks for.
• Personal Selling is yet another type of selling initiative by the business
companies, a way to persuade the local people to try their products.
Personal Selling is surely one of the distinctive methods which are used
by the selling strategists to achieve their goal of selling a destined
quantity of sales.
Importance of personal selling

• Two-way communication
• Personal attention
• Detailed demonstration
• Complementary to other Promotional Tools
• Immediate Feedback