Meaning and role of advertising

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MEANING AND ROLE OF ADVERTISING

Transcript of Meaning and role of advertising

Page 1: Meaning and role of advertising

MEANING AND ROLE OF

ADVERTISING

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WHAT IS ADVERTISING ?

“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.”

Philip Kotler

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“Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.”

Peter Drucker

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FIVE M’s OF MARKETING-

MISSION

MONEY

MESSAGE

MEDIA

MEASUREMENT

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CHARACTERISTICS OF ADVERTISING It is a mass non-personal

communication. It is a matter of record. It persuades buyers to purchase the

goods advertised. It is a marketing tool.

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FUCTIONS OF ADVERTISING Promotion of sales. To create awareness about introduction

of new product. Creation of good public image. Facilitate mass production. Education of people.

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TYPES OF ADVERTISING PRODUCT ADVERTISING CONSUMER ADVERTISING INDUSTRIAL ADVERTISING TRADE ADVERTISING PROFESSIONAL ADVERTISING

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PRODUCT ADVERTISING

“The main purpose of this type of advertising is to inform and stimulate the market about the advertiser’s products or services and to sell these.”

Ex- POLO Car

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CONSUMER ADVERTISING

“It is directed to buyers of consumer products who purchase them either for their own use or for their household’s.”

Ex- Surf Excel

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INDUSTRIAL ADVERTISING

“It refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial goods.”

Ex- Machinery

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TRADE ADVERTISING “It is directed by the

manufacturers to the distribution channel members, such as wholesalers or retailers.”

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PROFESSIONAL ADVERTISING

“It is directed to those decision makers who are professional people.”

Ex- Pharmaceuticals

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ADVERTISING AND ADVERTISEMENT

“Advertising is a process whereas the Advertisement is the end product of it.”

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SETTING THE OBJECTIVES “An advertising objective is a specific

communications task and achievement level to be accomplished with a specific audience in a specific period of time”

Example- Pepsi

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DIFFERENT AIMS OF ADVERTISING INFORMATIVE ADVERTISING aims to

create brand awareness and knowledge of new products or new features of existing product.

Ex- PepsiCo's “7up”Lemon

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PERSUASIVE ADVERTISING aims to create liking, preference, conviction, and purchase of a product or service.

Ex-Subhiksha

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REMINDER ADVERTISING aims to stimulate repeat purchase of product and services.

Ex- Coca Cola

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REINFORCEMENT ADVERTISING aims to convince current purchasers that they made the right choice.

Ex-Volkswagon

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“DEFENSIVE ADVERTISING is one in which marketers advertise to offset or lessen the effects of a competitor’s promotional programme.”

Ex- Pepsi’s ad against Thums up ad

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“LOCAL ADVERTISING is used by the firms who wants to restrict itself to the local area in the beginning.”Ex- Nirma

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“NATIONAL ADVERTISING is used when some firm think that their target is the entire country.”Ex- Brooke Bond

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“GLOBAL ADVERTISING is used by the multinational firms who treat the world as their market.”Ex- Samsung

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“SERVICE ADVERTISING is used by the firms who provide services to the consumer.”

Ex- Kingfisher Airlines

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ADVANTAGES OF ADVERTISING It helps in brand building. It increases the demand for

commodities. It reduces the distribution expenses. It ensures the consumers better quality

of goods.

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CHANGING TREND OF ADVERTISING Now more and more organizations using

advertising to show their social responsiveness and making peopleenvironment loving.Ex- Save tiger project

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THINGS TO REMEMBER Social and legal issues Time slot of advertising Brand Ambassador Upcoming Season Type of media to use

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THANK YOU