2. ADVERTISING
London Institute of Practitioners: Advertising presents the most persuasive possible
selling message to the to the right prospect for the product or service at the lowest
possible cost.
American Marketing Association: Advertising is any form of non-personal
presentation of goods, services or ideas for action, openly paid for by an identified
sponsor.
Wright, Winter & Zeigler: Controlled, identified information and persuasion by means
of mass communication media.
Philip Kotler: “Advertising is any paid form of non-personal presentation and
promotion of goods, services, or ideas by an identified sponsor.”
3. Characteristic features:
Non- personal communication differentiated from personal selling or
interpersonal communication.
It should persuade the target audience with relevant information.
It may be presented in any form in any medium.
Paid for
Controlled- time, message, direction controlled by advertiser
Source and purpose of the message should be identifiable.
4.
5.
6. 6 M’s of Advertising
1. The first ‘M’ stands for Mission – Advertising Objectives.
2. The second ‘M stands for Money – Advertising Budget.
3. The third ‘M’ stands for Message – Creating Advertising Message and Copy.
4. The forth ‘M’ stand for Monitoring – Managing (organising) of Advertising
Efforts.
5. The fifth ‘M’ stands for Media – Advertising Media Selection and Media
Scheduling.
6. The sixth ‘M’ stands for Measurement – Measuring and Evaluating
Advertising Effectiveness (MEAE).
7. Objectives of Advertisement
To stimulate demand
To induce trial
To intensify usage
To sustain preference
To conform imagery
To change habits
To build line acceptance
To make announcements
To inform trading circles
To improve and sustain corporate image.
8. Types of advertising
From the point of view of purpose:
constructive:
Comparative and combative:
9. Types of advertising
Destructive and
corrective advertisement:
other type of adv classified based on:
selling task: product, corporate, industrial, financial, trade etc.
10. Types of advertising
Strategies adopted: primary and selective demand adv, push and pull adv etc.
Presentation style: Display, classified, classified display
Most commonly identified types:
1. Advertising for marketing or product advertisement: AIDA
2. Corporate advertisement
11. Corporate vs product advertisement
Corporate
1. Corporate objective
2. Wide variety of publics to
convince about the image and
identity of the org.
3. Target audience: opinion
leaders, policy makers,
communities, investment and
financial institutions.
4. Important PR tool, aims at
enhancing and sustaining org
image thrugh advertising
message and planned PR
Product
1. Marketing objective of the org.
2. Aims at persuading the
consumer to purchase the
product
3. Target audience: the consumers
within the identified market
segment.
4. Concerned about selling the
product.
22. Radio
Advantages
1. Wide and area specific coverage
2. Affordability and transportability
3. Crosses illiteracy barrier
4. Availability of commercial channel
5. Strong rural listenership
6. Low cost
7. Advantageous for awareness and immediacy
Disadvantages
1. Transient character
2. Low attention level
3. Limited information delivering capacity
4. No demonstration capacity
5. Product identification impossible
6. Less impact in urban areas
23. Television
Advantages
1. High degree of popularity
2. Wide reach
3. Crosses illiteracy barrier
4. Strong impact on viewers
5. Advantages of product demonstration
6. Helps in brand identification
7. High scope for frequency
Disadvantages
1. Affordability problem
2. High cost
3. Time consuming production
4. Cluttering of advertisements
5. Problem in channel selection
