Advertising

Definition

• “Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”(1963, American Marketing Association)

Advertising as a communication process• For effective marketing promotion.

• Communication could be verbal, non-verbal or symbolic. Designing of a message deals with determining not only what needs to be communicated but also how it needs to be communicated.

• Marketing communication is the presentation of the messages to the target market through multiple cues and media so that customers respond to it.

Source of information for a consumers

• Personal experience• Newspaper, magazine,leaflets,brochures• TV and radio• Lecture demonstrations• Overhearing others• Window shopping

Forms of communication

• Written or spoken• Picture• Illustrations• Product demonstrations• Body language• Verbal and visual

Effective Communication

• For effective communication a marketer need to understand clearly– Who has to be communicated– What is there to communicate– What would be the channel of communication– What is wished to be communicated– What is the objective of communication

Objective for communication

Inform about the existence of the brand

To persuade the consumers to buy the brand in preference with the other brands available in the market

Elements of communication

Sendermarketer

Encoding the message through

advt, sales promotion

Channel mediaPrint, electronic

Decoding by the target audience

Receiver consumer

feedback

Noise