1. What is Advertising?
• May be defined as any paid form of
nonpersonal presentation and
promotion of ideas, goods, or
services, by an identified sponsor.
• The activity or profession of producing
advertisments for commercial products
or services.

2. Four Concepts of
Advertising (A.I.D.A)
•A=Attention- Must capture the readers/viewers
attention.
•I=Interest- Must make you keen to find out
more.
•D=Desire- You must feel a need to buy the
product or use the service.
•A=Action- On how you react to A. I. & D.

3. Why Must a Firm
Advertise?
There are three major reasons why firms must
advertise. These are the following:
1. Advertising creates awareness.
2. Advertising strengthens attitudes.
3. Advertising leads to action.

4. Advertising Creates
Awareness
Before the prospective customer can make a
purchasing decision, he/she must be aware of
the existence of a product or can satisfy his/her
needs. Advertising provides the person with an
opportunity to know that there is a product or
service that he/she can buy so his/her problem
can be solved.

5. Advertising
Strengthens Attitudes
A buyer who is already aware of the existence
of a product or service must be convinced to
have a positive attitude towards it. This is
especially important if the product or service
has competitors.

6. Advertising Leads to
Action
Advertising may provide information that leads
an individual to action.

7. PROMOTION
Advertising Public
relations
Sales
promotion
Personal
selling
Direct
selling
pioneer
product
consumer
Public
trades
Publicity
cooperative
trade
institutional
cooperative
competitive
trade
Nonselling
activities
Indirect
selling