BY- MANISH PANWAR

WHAT IS ADVERTISING
• Helps in marketing the product.
• Provide information about the product.
• It is a form of communication intended to
persuade an audience (viewers, readers
or listeners) to purchase or take some
action upon products, ideas, or services.
• It simply means a way of communication
that reaches all types of sector.
 Mission

Money Measure

Message Media
 PURPOSE OF ADVERTISING
• Delivering the proper message to
customers.
• To convince customers that a company’s
services or products are best.
• Enhance the image of the company.
• Demonstrate new uses for established
products to hold existing customers.
 TYPES OF ADVERTISING
• INFORMATIVE ADVERTISING
New product, New service, New features,
Re- Launch.
• PERSUASIVE ADVERTISING
Comparative Ads
• REMINDER ADVERTISING
Continuous Ads
Ex- 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 preferences.
• 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 near future.
• Reminding consumers where to buy the
product.
 SETTING THE ADVERTISING
BUDGET
• Affordable method.
• Percentage of sales method.
• Competitive parity method.
• Based on product life cycle.
 FIVE PLAYERS IN ADVERTISING
• 1. Advertiser.
• 2. Advertising agency.
• 3. Media.
• 4. Vendors.
• 5. Target audience.
 FEATURES OF BEST ADS
• Should be concise and clear.
• Should not be too long.
• Should not covers false claims and deceptive
methods.
• Should not hurts the sentiments of people.
• Should not be unethical or abusive.
 COSTS
• Animation are 10-15 times costlier than real
people.
• Speedy schedules.
• 30 advertisements cost only Rs 3 crores.
• 20-30 sec long.
• Massive viral marketing.
 LEARNINGS
• Low cost ads can make good impact.
• Concept is important.
• Expensive Brand Ambassadors could be
avoided.
• Ads more relate to common man.
• Most importantly
‘ Keep it simple’
TYPES OF ADVERTISING MEDIA
• Outdoor Advertising(Billboard, Transport)
• Media Advertising(Television, Radio)
• Print Advertising(Newspaper, Magazine)
• Internet Advertising
• Celebrity Advertising
• Cinema Advertising
• Brand Advertising
• Local Advertising
 FUNCTIONS
• To create awareness.
• To remind customers.
• To support the sales force.
• To increase market share.
• To build brand loyalty.
• To change attitudes.
• To encourage trail.
• To promote ideas/attitudes.