Advertising Powerp0int

Advertising Advertising

is an important tool of

promotion Advertisement is a non-personal presentation of an idea or a product (where as personal selling or salesmanship help in personal promotional) great importance due to tough competition in the market and fast changes in technology used for communicating business information to the present and prospective customers In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them.

What is advertising  According

to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsoridentified, paid-for message about a product or organization.”  The message which is presented or disseminated is known as ‘advertisement'

Features of Advertising Paid

foam of communication. non-personal presentation of message The purpose of is to promote ideas Advertisement a issued by an identified sponsor

Publicity and Public Relations  Publicity

is a part of marketing and customer relations  Publicity comes from news reporters, columnists and journalists. It comes to the receiver as the truth rather than as a commercial.  Public relations and publicity taken together are one of the four major ingredients of promotion-mix.  Every from tries to create a good public relations so as to get good publicity through press and electronic media

Difference between Advertising and Publicity Paid/non-paid

from. Identification of sponsorer Control over message

Difference between Advertisement and Personal Selling Personal/Non-personal Mass

vs. Individual communication. Purpose. (goodwilladvt/selling-per sale)

form

Objectives of Advertising  To introduce

a new product  To support personal selling programme  To reach people inaccessible to salesman.  To enter a new market or attract a new group of customers.  To light competition  To enhance the goodwill  To improve dealer relations  To warn the public against imitation

Functions of Advertising Promotion

of Sales. Introduction of New Product Creation of Good Public Image. Mass Production  Research Education of People. Support to Press

SIGNIFICANCE Benefits

to manufacturers.

 introducing

new products  new taste among the public & stimulate  steady demand (soft drink-summer)  meeting the forces of competition  goodwill of firm by promising good quality  morale of the employees of the firm  Retailers are encouraged to purchase and sell the advertised products.

Benefits to Customers  helps

the customers to know the the existence of various products and their prices.  they cannot be exploited by the sellers  educate the people about new products and their uses.  Induces the manufacturers to improve the quality of their products through research

Benefits to Society  provides

employment to persons engaged in writing, designing and issuing advertisements.  promotes the standard of living of the people  Advertising sustains the press and other media. It provides income to the press, radio and television network.

IS ADVERTISING A SOCIAL WASTE ?  Multiplies

the needs.  Makes the product more costly.  Increase in demand at the cost of another manufacturer  Creates brand monopoly  Every advertisement is not creative  Undermines moral values  Corrupt the minds of youngsters

TYPES OF ADVERTISING  Consumer

oriented or Persuasive Advertising (telling us to buy a particular item)  Informative Advertising (TV, Fridge)  Institutional or Corporate Advertising (corporate image)

 Financial

Advertising (UTI, GIC. LIC and

company's/corporation's sale of shares )

 Classified Matrimonial.)

 Govt

Advertising. Situations Vacant, For Sale and

Advertising. (social problems like dowry, drinking,

AIDS, pollution)

MEDIA OF ADVERTISEMENT  Press

advertising  Outdoor advertising  Film advertising  Radio advertising  Television advertising  Direct mail advertising,  Display advertising  Speciality advertising

Press Advertising or Print Media  advertising

through newspapers, magazines, journals, etc.  used by modern businessmen- It may be noted that advertising is an important source of finance for the press or print media.  Because of advertisements, the subscribers get newspapers and periodicals at subsidized rates.

Newspaper Advertising  Newspaper

reading is a common habit among most of the educated people

Merits  newspaper

can reach a large number of

people  Continuous advertisement is possible because newspaper is published daily  advertisement campaign can be initiated and stopped with one day’s notice

Limitations  The

life of newspaper advertisement is very short  Newspaper is scarcely used for coloured advertisement. The advertisements are generally printed in black and white.

Magazine Advertising.  

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a high quality of printing in colour is desired. Magazine advertisements can be directed towards a particular class of people. Thus, marketers can avoid wasteful expenditure on advertising. Magazine advertising is considered to be superior to newspaper advertising because of the following merits : (i) Magazines are read more carefully and at greater leisure. Advertising through magazines is more effective. (ii) The life of the magazine advertisements is longer. Magazines are preserved for a long period of time and are read time and again.

Outdoor Advertising  Outdoor

advertising has gained wide popularity these days. Its purpose is to attract the attention of the people at busy roads and markets.  It includes the use of poster displays, bill board displays and electric or electronic displays

Poster Displays. Posters

are fixed on walls of buildings, bridges, and other public places. It is also quite common to write slogans and other message about the products in bold letters on the walls to arrange the attention of the people even from a long distance.

Electrical Displays Electrical

display involves the use of electric electronic lights or neon tubes to attract the attention of people, particularly during night.

Vehicular Displays a

low cost medium  can be displayed at various crowded centres.  Quick attention and requires very less time  Limitations   

It can't carry long messages as posters, hoardings, etc. are read bv the people at a glance, (ii; It has a low retention value because people don't devote special time to read the message (iii) It distracts the attention of the passers

Film Advertising merits  it

combines spoken words and visual presentation of picture  can advertise his products in the areas from where he wants to attract the customers. Merits a

few people are present in the hall before the start of the feature film and during the interval

. Radio Advertising       

merits effective appeal and cover numerous listeners of different tastes. reach the illiterate people who cannot read the newspapers and magazines much suitable for the promotion of mass-scale consumer goods. demerits it is non-visual Many people switch off their radio sets when it is the time for commercials or advertisements.

Television Advertising greater

effectiveness as the message is conveyed at their homes Television is a very costly medium of advertisement

Direct Mail Advertising  Merits  it

is addressed to a particular person.  It maintains secrecy in advertising.  Demerits  The coverage is limited.  It is not possible to get the names and addresses of all the prospects

Window Display Goods

can be exhibited in artistically laid out Window display acts as silent salesman It is better if window displays are changed regularly to make the customers look at the displays every time they visit the shop.

. Speciality Advertising  Many

business firms (like Jiyaji Suitings, Vimal, etc.) offer speciality articles to the present and prospective customers. These articles may be diaries, pen holders, desk trays, key chains, purses, paper weights, cigarette cases and calendars

CHOICE OF ADVERTISING MEDIA  Nature

of Product  Nature of Market  Objectives of Advertising  Circulation of Media.  Financial Consideration  Type of Audience  Life of Advertisements  Media used by Competitors