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Module 1 Advertising

1. The document defines key terms related to advertising such as "paid form", which refers to advertisements in media outlets. It also discusses the objective of advertising, which includes creating awareness, building favorable attitudes, and gaining customer loyalty. 2. Various types of advertising are outlined, including national advertising targeting a wide audience, retail advertising encouraging store visits, and cooperative advertising where manufacturers and retailers jointly share media costs. Professional and industrial advertising are also described. 3. Communication is defined, and the document explains the external and internal flows of communication for organizations. The communication process of source, encoding, message, decoding, and receiver is outlined. Types of communication include interpersonal formal/informal communication and impersonal mass communication

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Ravindra Sharma
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82 views

Module 1 Advertising

1. The document defines key terms related to advertising such as "paid form", which refers to advertisements in media outlets. It also discusses the objective of advertising, which includes creating awareness, building favorable attitudes, and gaining customer loyalty. 2. Various types of advertising are outlined, including national advertising targeting a wide audience, retail advertising encouraging store visits, and cooperative advertising where manufacturers and retailers jointly share media costs. Professional and industrial advertising are also described. 3. Communication is defined, and the document explains the external and internal flows of communication for organizations. The communication process of source, encoding, message, decoding, and receiver is outlined. Types of communication include interpersonal formal/informal communication and impersonal mass communication

Uploaded by

Ravindra Sharma
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 17

Julee Banerji

ADVERTISING
1

The definitions have used certain words or phrases that need some
elaboration:1.
Paid Form- when products or services are mentioned favorably in
the media like newspaper, magazines, radio or television . The
ideas, services or products appears in order to provide information
and entertainment for the audience. This is called publicity. For
publicity, no payment is made by the benefited organization. On
the other hand, advertisement is published or broadcast as the
advertiser purchases time or space to tell the story of the product
or service.

Julee Banerji

According to American Marketing Association (AMA),


Advertising is any paid form of non- personal
presentation and promotion of ideas, goods and
services by an identified sponsor.

Julee Banerji

2. Nonpersonal Presentation- in case of Personal selling, there is


face to face presentation and promotion of the product or service
by the sales force. Advertising is a substitute of Personal Selling.
There is no personal interaction delivering through media .
3. Ideas, Goods and Services - Advertising not only used to
promote goods or services with the intent of selling them, but
also used for the further goals of public interest or social causes
by spreading ideas. For eg., ads discouraging smoking etc.
4. An identified sponsor- this clearly differentiate the words
advertising and propaganda. Propaganda like advertising
presents an opinion and idea in order to influence the attitude
and actions. The propaganda remains unknown and so its
source is unknown and hence not authentic whereas in
advertising the sponsor of ideas or opinion is known.
3

OBJECTIVE / ROLE /AIM OF ADVERTISING


1.

3.

Making the customer loyal- Earning customer loyalty


is a major task , a marketer should try for. This is
because the competitor will attempt to break the
loyalty . The marketer should try to repeat his
marketing communication in order to earn the loyalty.

Julee Banerji

2.

Creating Awareness- the major task of advertising is to


inform the audience about the availability of the product or
service.
To create favorable attitude- the message given in
advertising should be such that it could create a favorable
attitude towards the brand. This will bring changes in the
buying pattern and lead the consumer to buy the brand
again and again.

TYPES/FORMS/KINDS OF ADVERTISING
National advertising-

Advertising done on a national level. The word national


conveys mass marketing.
This type of ad is mainly done by the marketer of branded
product or service which is sold through different outlets. For
eg., MERCEDES E- CLASS, Companies like Proctor and
Gambles product line etc.
The purpose is to convince the customer that they will be
benefited from the purchase and use of product. For eg.,
BRYLCREAM..HAIR STYLING GEL
When a new manufacturing firm appears on the business
scene, it does not go for immediate national distribution as the
funds are limited, personnel are few and the distribution
channel is limited.
It first test its output in the local community. Local newspapers,
local radio and local television channels are appropriate for
them.

Julee Banerji

1.

2. RETAIL ADVERTISINGIn national advertising the message says Buy our brand. The
manufacturer has little concern about where the product is purchased.

The retail advertising messages says Buy ABC brand at our store.

The retailer advertises in order to encourage the customers and build


store loyalty.

He is not particularly interested in any specific brand. He is not at all


concerned with any specific brand.

The advertising conveys the image of the store to attract certain type of
customers.

The working area of the retailer is limited geographic market. This helps
him in concentrating to the likes, preferences and buying habits of the
targeted audience. For eg. VIJAY ELECTRONICS
JAYANTI
6
MARKET, JAIPUR , VIDEOCON

Julee Banerji

3. Cooperative advertising

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Some manufacturers have special interest on the advertising


efforts of the dealer., particularly in case of specialty goods.
Manufacturers who place national advertisement for the
product doesnt want the purchasers to have trouble in finding
retail outlets that deal with the product.
To help the customers in finding the dealers in different
market, dealers put ads in the local market under their name.
Usually, the manufacturer and the dealer share the media
costs.

4. Business / Professional Advertising

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1.

This type of advertising is aimed at professionals such as


lawyers, doctors. The media used are:TRADE ADVERTISINGThis type of advertising is used by the manufacturer to
persuade the retailers to stock their product to feature them
in the stores and tie in with the national advertising
campaigns.
Unless the product is available with the retailers, consumers
will not have the opportunity to buy.
Retailers are convinced in stocking the products of the
manufacturer as it result to profit. Personal selling by the
manufacturers sales force or by the wholesaler carries the
major job.

2. Industrial Advertising

Julee Banerji

A manufacturer purchases a vast array of items which


includes machinery, equipment, raw materials etc ., to make
product. The advertisements under this category use media
such as industry publication, telephone, Internet and trade
fairs.
Advertising is used to speed the sales of industrial products,
to reduce the cost of personal sales effort and to improve
sales effectiveness.

3. Professional Advertising

Julee Banerji

Professionals like doctors, dentists, lawyers, architects, have


been restricted by ethical standards from advertising their
desire to obtain clients.
Here advertising is aimed at the professional person, not by
him or her
This is somehow similar like trade advertising where the
manufacturers buy goods for the purpose of re-selling them to
the customers but here the role is to recommend the client to
buy certain products. Ads in professional journals can benefit
from the use of product.

10

Julee Banerji

4. Corporate or Institutional Advertising the main aim is to build and maintain the image of a
company or institution.
Sponsoring the sports event by large organization
is aimed at building image of sponsors.

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COMMUNICATION
Define
How it flows???
1.
External flow of communication- is directed at
past, current and potential customers. It includes
advertising, personal selling, direct mail, publicity
etc.
2.
Internal flow of communication- communication
flow involves various departments in the
company.

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12

PROCESS/STEPS OF COMMUNICATION
PROCESS

SOURCE- FROM WHERE THE IDEA OR


COMMUNICATION IS ARISED

ENCODING- THE IDEA IS THEN BROUGHT UP


THROUGH THE MEDIUM OF EXPRESSION FOR
TRANSMISSION

MESSAGE- THE IDEA REACHES TO THE RECEIVER

DECODING-THE IDEA SENT THROUGH IS EXPRESSED


TO THE RECEIVER
RECEIVER- THE

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IDEA IS TRANSMITTED TO THE PERSON


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TYPES OF COMMUNICATION
1.

INTERPERSONAL COMMUNICATION

INFORMAL

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FORMAL

14

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2. IMPERSONAL COMMUNICATION- communication


aimed at a large and scattered audience is called
impersonal communication.
For eg., mass communication such as
advtg.,publicity
Profit as well as non profit org. takes the help of
impersonal communication.

15

Julee Banerji

3. Integrated marketing communication- it is an


attempt to coordinate various marketing
promotional activities in such a manner that
marketing communication to target customers
becomes more effective and efficient.

16

Julee Banerji

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