Concept of Advertising
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Transcript of Concept of Advertising
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ADVERTISING
Presented By:
Dhiresh ChawlaSunil chichraVivek PandeyNagendra Singh
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WHAT DOES ADVERTISING MEAN?
Advertising Simply Means A Way Of Communication That Reaches All Types Of Sector
It Provides Information And Creates Awareness Among People Relating To A Product Etc
DEFINITIONAny paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor
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In Short AIDA Principle:
Attract Attention – Capture readerCreate Interest – You keen to find out
more Develop Desire – Feel a need to buy Promote Action – Information that
you will need to buy
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Mission
Measure
MediaMessage
Money
Advertising
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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 company
Demonstrate new uses for established products to hold existing customers
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TYPES OF ADVERTISING OBJECTIVE
INFORMATIVE ADVERTISING◦New Product, New Service, New
Features, Re-Launch
PERSUASIVE ADVERTISING◦Comparative Ads
REMINDER ADVERTISING◦Continuous Ads
Ex: Coca Cola
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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
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PERSUASIVE ADVERTISING
Building Brand Preference
Encouraging Switching To Your Brand
Persuading Customers To Purchase New
Convincing Customers To Tell Others About The Brand
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REMINDER ADVERTISING
Maintaining Customer Relationship
Reminding Consumers That The Product May Be Needed In The Near Future
Reminding Consumers Where To Buy The Product
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SETTING THE ADVERTISING BUDGET
Affordable Method
Percentage Of Sales Method
Competitive Parity Method
Based On Product Life Cycle
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Functions :
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Type Of Advertising Media Outdoor Advertising (Billboard, Transport) Media Advertising (Television, Radio)Print Advertising (Newspaper, Magazine)Internet AdvertisingCelebrity AdvertisingCinema AdvertisingRetailer/Local AdvertisingBrand Advertising
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Five Players In Advertising
1. Advertiser
2.Advertising Agency
3. Media
4.Vendors
5.Target Audience
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Role Of Advertising
Marketing Role
Communication Role
Economic Role
Social Role
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Classification Of AdvertisingOn basis of
Demand Product demand Brand demand
o Advertising of service
Hotel services Education services Transportation
services Hospitality services Financial service
On Geographical basis
Global National Regional Local
On Basis of Target Groups
• Consumers• Professional
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Examples of Top Advertising Agencies
Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol.
JWT, J Walter Thompson- Nestle, Ford, Nokia and Unilever.
Mudra Communication- HBO, Philips, Reliance NetConnect, Big Bazaar.
FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul.
Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej
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