Fundamentals of Advertising
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In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
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Fundamentals of Advertising
- 1. Chapter No. 2 Page No. 12 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING FUNDAMENTALS OF ADVERTISING ADVERTISING IS ONE PART OF THE TOTAL MARKETING MIX. IN MARKETING, WE HAVE TO ESTABLISH RELATIONSHIP BETWEEN A BRAND AND OUR CUSTOMER. ADVERTISING HELPS TO ESTABLISH THIS RELATIONSHIP.
- 2. Chapter No. 2 Page No. 13 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING ADVERTISING WORLD THESE DAYS ADVERTISING IS REGARDED AS ANY PAID FORM OF NON-PERSONAL COMMUNICATION OF IDEAS,GOODS AND SERVICES BY AN IDENTIFIED SPONSOR.
- 3. Chapter No. 2 Page No. 13 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING ADVERTISING IS OF VARIOUS FORMS IT CAN BE SIGN OR SYMBOL ILLUSTRATION OR MESSAGE OR BOTH IT CAN BE CONVEYED THROUGH ANY MASS MEDIA LIKE TV, RADIO, PRESS OR MAGAZINE. IT IS NON PERSONAL.
- 4. Chapter No. 2 Page No. 13 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING DEFINITION: ADVERTISING IS ONE OF THE IMPORTANT FORCES WHICH SERVES THE PUBLIC INTEREST. IT IS A FORM OF OPEN COMMUNICATION BETWEEN THOSE WHO SELL AND THOSE WHO BUY. IT IS A FORM OF ADVOCACY- OPEN TO ANY COMPANY OR CAUSE THAT WANTS TO ARGUE ITS CASE. THE JURY IS THE PUBLIC. EVERY PURCHASE IS A VOTE. =BURT MANNING JWT
- 5. Chapter No. 2 Page No. 13 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING ADVERTISING AND MASS COMMUNICATION MARKETING COMMUNICATION: WHEN ADVERTISING MAKES THE RECEIVERS FAVOURABLY INCLIND TOWARDS THE PRODUCT. MASS COMMUNICATION: WHEN THE MESSAGE IS PUT THROUGH THE MASS MEDIA FOR A LARGE NUMBER OF PEOPLE.
- 6. Chapter No. 2 Page No. 15 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING STAGES IN ADVERTISING COMMUNICATION ATTENTION: MODELS AND ILLUSTRATIONS USED ALL CONTRIBUTE TO ATTENTION - GETTING POWER OF AN AD INTEREST: HEAD LINES AND ILLUSTRATIONS MUST WORK HARDER TO PROVOKE THE READER TO READ THE COPY DESIRE: THE MAIN AIM OF ADVERTISING IS TO CREATE A DESIRE TO POSSESS THE SERVICE BEING OFFERED A LIVELY COPY AND VARIOUS APPEALS ALL USED TO MOTIVATE ACTION: TO INDUCE ACTION, THE MESSAGE IS REPEATED
- 7. Chapter No. 2 Page No. 15 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING SIX STAGES IN ADVERTISING COMMUNICATION AWARENESS: ABOUT THE PRODUCT COMPREHENSION: THOUGH MARKETING COMMUNICATION ACCEPTANCE : WITH REFERENCE TO NEEDS OWNERSHIP: THROUGH BUYING REINFORCEMENT: TO REDUCE CONSUMER’S ANXIETY PURCHASE: DECISION = ROBERT LAVIDGE AND GARY STEINER
- 8. Chapter No. 2 Page No. 15 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING INTEGRATED MARKETING COMMUNICATION (IMC) WHEN MARKETING COMMUNICATION GIVES THE CUSTOMERS A FRAGMENTED AND HAZY PICTURE. WHEN THERE IS NO INTEGRATION AMONGST MARKETING EFFORTS AND THE COMMUNICATION. IT MAKES A SINGLE – MINDED FOCUSSED COMMUNICATION. ITS CONSISTENCY AND COST EFFECTIVENESS ARE ITS MAIN MERITS.
- 9. Chapter No. 2 Page No. 16 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING ADVERTISING AND MARKETING ADVERTISING NEVER DETERMINES HOW A PRODUCT WILL BE DESIGNED HOW IT WILL BE DISTRIBUTED AT WHAT PRICE THE DECISIONS ABOUT PRODUCT, DISTRIBUTION AND PRICING MUST BE MADE BEFORE ADVERTISING IS ALLOWED TO PLAY ITS ROLE.
- 10. Chapter No. 2 Page No. 17 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING CONSUMER NEEDS CAN BE MET BY MANAGING THE FOUR VARIABLES (PS) THAT MAKE –UP THE MARKETING MIX. PRODUCT PRICE PLACE (DISTRIBUTION) AND PROMOTION.
- 11. Chapter No. 2 Page No. 17 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING MARKETING MIX PRODUCT PRICE BRAND PRICING STRATEGY PACKAGING PRICE AND QUALITY INNOVATIONS PRICE ALTERATIONS LIFE CYCLE DISCOUNTS
- 12. Chapter No. 2 Page No. 17 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING MARKETING MIX PROMOTION PLACE ADVERTISING CHANNELS OF DISTRIBUTION PERSONAL SELLING PHYSICAL DISTRIBUTION PUBLIC RELATION WHOLESALERS,RETAILERS SALES PROMOTION
- 13. Chapter No. 2 Page No. 17 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING PRODUCT A PRODUCT IS JUST NOT A ‘BUNDLE OF PHYSICAL AND CHEMICAL CHARACTERISTICS’ IT IS SOMETHING THAT OFFERS VALUE TO THE CUSTOMERS BY MAKING AVAILABLE BENEFITS THAT HE WANTS TO SATISFY HIS NEEDS AND WANTS.
- 14. Chapter No. 2 Page No. 18 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING PRICE PRICE IS THE VALUE OFFERED IN EXCHANGE OF PRODUCT IN TERMS OF MONEY COVERS COST OF MANUFACTURING A PRODUCT COST OF OFFICE AND ADMINISTRATION COST OF DISTRIBUTION AND PROMOTION PROFIT
- 15. Chapter No. 2 Page No. 18 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING DISTRIBUTION DISTRIBUTION IS THE MOVEMENT OF PRODUCTS FROM PRODUCER TO THE CUSTOMER. IT INVOLVES TRANSPORTATION WAREHOUSING AND INVENTORY ADVERTISING DECISIONS ARE CO - ORDINATED WITH DISTRIBUTION DECISIONS
- 16. Chapter No. 2 Page No. 18 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING PROMOTION PROMOTION IS THE ‘ TECHNIQUE OF COMMUNICATION ’ ADVERTISING IS USED ALONGWITH PERSONAL SELLING PUBLIC RELATION DIRECT MARKETING AND SALES PROMOTION
- 17. Chapter No. 2 Page No. 19 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING TYPES OF ADVERTISING THE ADS ARE CLASSIFIED ON THE BASIS OF THEIR TARGETING (AUDIENCE) GEOGRAPHIC SELECTIVITY MEDIA SELECTIVITY ADVERTISING OBJECTIVES
- 18. Chapter No. 2 Page No. 21 Advertising and Sales Promotion Management FUNDAMENTALS OF ADVERTISING FUNCTIONS OF ADVERTISING INFORMS THE BUYERS ABOUT THE EXISTENCE OF THE PRODUCT OFFERS INCENTIVE TO BUY PROVOKES TO TRY AND REMINDS BENEFITS BUILDS BRANDS (GIVES IMAGE) HELPS TO CHOOSE OUT OF SEVERAL BRANDS COST EFFECTIVE WAY TO REACH CONSUMERS IT PERSUADES PEOPLE TO ACT.