Advtg.role & Func.

Advertising 1. 2. 3. 4. 5. 6. 7.

What is Advertising ? Characteristics of Advertising Five M of Advertising Role of Advertising Functions of Advertising Methods of Classification Types of Advertising

What is Advertising?

According to AMA – “It is any paid form of non – personal presentation and promotion of ideas, goods, services by an identified sponsor.”

ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. Advertising may be described as the science of arresting human intelligence long enough to get money from it. —Leacock, Stephen Butler

Characteristics of Advertising 1.

A paid form, although in case of PSAs (Public Service Announcements) use donated time & space. 2. Sponsor is identified. 3. It is strategic communication driven by objectives, & these objectives can be measured to determine its effectiveness. 4. It reaches a large audience of potential customers. 5. The message is conveyed through many different kinds of media, which are largely non personal. So Advertising is paid persuasive communication that uses non personal mass media- as well as other forms of interactive communication- to reach broad audiences to connect an identified sponsor with a target audience.

Advertising Campaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

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The 5 Ms of Advertising • • • • •

Mission – objectives Money – budgets Message – communication Media – what vehicles? Measurement - evaluation

Major Decisions in Advertising Objectives Objectives Setting Setting

Budget Budget Decisions Decisions

Message Message Decisions Decisions

Media Media Decisions Decisions

Campaign Campaign Evaluation Evaluation

Role of Advertising 1. 2. 3. 4.

The marketing role The economic role The societal role The communication role

Role of Advertising 1. 2. 3. 4. 5. 6. 7. 8. 9.

To inform, remind and persuade consumers Helps in building relationships with consumers Makes the job of Sales Personnel more efficient To support new products by generating awareness Contribute to economic growth by expanding the market Growth of Media by generating revenues for it Helping research and innovation by generating more demand Catalyst for change Tells & shows uses to the consumers

Functions of Advertising 1. 2. 3. 4. 5. 6.

Builds awareness of products & brands. Creates a brand image. Provides product & brand information. Persuades people. Provides brand reminders. Reinforces past purchases & brand experiences.

Types of Advertising Advertising

Media Used 1. Print: Newspapers, Magazines

Geographic Coverage 1. National

2. Electronic :TV,Radio

2. Regional

3. Outdoors

3. Local

4. Internet

4. International

5. Others

For Whom

Purpose

1.Comsumer

1. Primary or Secondary demand

Adv. 2. Industrial Adv.

2. Social or Non commercial 3. Direct or Indirect

Types of Media Advertising Newspapers Newspapers Magazines Magazines Radio Radio Television Television Outdoor Outdoor Media Media Internet Internet Alternative Alternative Media Media 12