Introduction To Advertising: Group Members

Introduction to Advertising

GROUP MEMBERS 11-ANIL GEJAGE

13-APEKSHA PAWAR 14-ASHISH DAHAKE 15-ASHWIN PATEL

Promotion 

Introduction to promotion : In marketing, promotion refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue.

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The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four P's: price, product, promotion, and place.[1]

Advertising 

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Advertising is an audio or visual form of marketing communication that employs an openly sponsored , nonpersonal messege to promote or sell a product, services or ideas. Purpose of Advertising •

To promote ideas about products & services

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To create interest in products & services

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To create awareness about products & services

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To increase sales

Role of Advertising 

Communication with the Consumers

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Persuasion

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Catalyst for change 

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Contributes to Economic Growth 

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Change in perception Development of new market segments

Need for Non-Commercial Advertisements 

AIDS Awareness Programme

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Children Immunization against diseases

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Anti-dowry Campaign

Functions of Advertising 

Social Function 

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Non-Commercial Advertising

Psychological Function 

Psychological Motives of human beings 

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Soft Drinks-Thirst- Thanda Matlab Coco-Cola

Economic Function 

Value for money

Types of Advertising 

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Informative Advertising –

Pioneering stage of product category

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To build primary demand

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Need to inform consumers of product

Persuasive Advertising –

Competitive stage of product

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Build selective demand for a particular brand

Types of Advertising 

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Comparative Advertising –

Comparison of attributes of two or more brands

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e.g Comparison of Maruti Swift & Hundai Santro

Remainder Advertising –

Maturity Stage of PLC

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Remind people to purchase

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e.g Coca-Cola

Reinforcement Advertising –

Assure current purchase that they have made the right choice

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e.g Automobile ads with satisfied customers

Advertising Vs Marketing Mix 

Product

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Price

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Place

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Promotion

Advertising technique 

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Advertisers

research the unique features of the product to determine the USP (unique selling proposition) and the big idea—the simple message that will be used to communicate the USP to the target audience. Many firms use a SWOT analysis to help them with their advertising techniques

Advertising Media 

Advertising reaches people through various forms of mass communication.

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These media include newspapers, magazines, television, radio, the Internet, direct mail, outdoor signs, transit signs, window displays, point-ofpurchase displays, telephone directories, novelties