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ADVERTISING MANAGEMENT Unit-1

The document discusses advertising, including its definition, key players, types, importance, and social and economic aspects. It defines advertising and provides examples. It also outlines the elements, objectives, and classification of advertising.

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214 views

ADVERTISING MANAGEMENT Unit-1

The document discusses advertising, including its definition, key players, types, importance, and social and economic aspects. It defines advertising and provides examples. It also outlines the elements, objectives, and classification of advertising.

Uploaded by

aryan7209singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ADVERTISING MANAGEMENT

BBA -301
UNIT-1

Prof. Sudheer Kumar (DIMS)


SYLLABUS UNIT-1
 Unit – I: Advertising: Introduction, Scope, importance
in business: Role of advertising, function of advertising,
key players in advertising, types of advertising.
ADVERTISING
 Introduction
 Meaning of Advertising - Advertising is an activity of
attracting public attention to a product, service, or
business as by paid announcements in the print,
broadcast, or electronic media.
 Definition of Advertising - "Advertising is the non-
personal communication of information usually paid for
and usually persuasive in nature about products, services
or ideas by identified sponsors through the various
media." Now let's take this statement apart and see what
it means.
DEFINITIONS
 According to Richard Buskirk, "Advertising is a paid
form of non-personal presentation of ideas, goods or
services by an identified sponsor."
 According to Wheeler, "Advertising is any form of paid
non-personal presentation of ideas, goods or services
for the purpose of inducting people to buy."
EXAMPLES OF ADVERTISING
ELEMENTS OF ADVERTISING
 Non-personal
 Communication

 Paid For

 Persuasive

 Identified Sponsors
5M’S OF ADVERTISING
 5 M’s OF ADVERTISING
 MISSION

 MESSAGE

 MONEY

 MEDIA

 MEASURE MENT
 1.Mission– the main idea or selling proposition that they
want to propagate to the target
 2. Money – factors such as market share and consumer
base play a significant role in budget allocation for an
advertisement
 3. Message– needs to come up with a tagline and a
campaign
 4. Media– the mode of communication the reach and the
impact , the timing
 5. Measurement-impact of the advertisement through;

 Market research and, by analyzing sales figures.


5 KEY PLAYERS OF ADVERTISING
 1. Advertiser (client)
 • Uses advertising to send out a message about its
products
 • Initiates the advertising effort by identifying a
marketing problem
 Approves audience, plan Hires the advertising agency
 2. Advertising Agency
 Has strategic and creative expertise,
 media knowledge,
 workforce talent, and
 negotiating abilities with the Advertising department
 3. Support Organizations (Suppliers)
 Assist advertisers, agencies, and the media in creating and placing the
ads
 • Vendor services are often cheaper than those in-house
 4. The Media– communication that carry the message to the audience
 • Are also companies or huge conglomerates
 • Mass media advertising can be cost effective because the costs are
spread over the large number of people the ad reaches
 5. The Consumers- The desired audience for the advertising message
 Data-gathering technology improves accuracy of information about
customers
 Advertisers must recognize the various target audiences they are
talking to and know as much about them as possible
OBJECTIVES OF ADVERTISING

 1.To make an immediate sale.


 2.To build primary demand.

 3.To introduce a price deal.

 4.To build brand recognition or brand insistence.

 5.To help salesman by building an awareness of a


product among retailers.
 6.To create a reputation for service, reliability or
research strength.
 7.To increase market share.
CLASSIFICATION OF ADVERTISING
 India’s 10 leading advertisers by media spend:
 Hindustan lever

 Paras pharmaceuticals

 Procter and gamble.

 Coca – cola company

 Godrej industries

 Colgate – Palmolive

 Pepsico

 Nirma chemicals

 Nestle

 Dabur India
 Leading advertising companies in India
 Ogilvy and mather

 J walter Thompson India

 Mudra communication

 FCB Ulka advertising limited

 Erickson India ltd.

 Leo Burnett India pvt ltd.


TYPES OF ADVERTISING

 Interactive advertising: is the great way to engage with


consumer. Brands tell stories, enhance word of mouth
and get personal in ways that they just haven’t been able
to do before. For example:
 Volkswagen- in advt. inside a conventional magazine
asked readers to download an application and take your
phone for a test drive along road fold out in magazines.
 Reebok shoe making company placed a shoe and a speed
meter on a road that the person whose speed will be high
they gave shoes to that person.
 Covert advertising: in this the product or a particular
brand is incorporated in some movies, television shows,
in sports like pizza in movies, various brands of cars and
bikes etc.

 Surrogate advertising: in cases where advertising of a
particular product is banned by law and companies use
other products to advertise company for e.g. products
like cigarettes, or alcohol.

 Institutional advertising: done by the institutions to make
people know about their products services like SBI bank,
various colleges etc.
 Public service advertising: advertising that shows
various public welfare campaigns like polio campaign,
Swatchh Bharat Abhiyan that shows social responsibility
NATURE OF ADVERTISING

 Attention seeker
The term ‘advertising‘ is derived from the Latin word ‘advertere’ that means ‘to turn the
attention’. Every piece of advertising attempts to seek the attention of your audience towards
a product or service.
 Has a unique selling proposition​
​Often, the​advertiser need to ​have​a unique selling proposition (USP)​. This unique selling
proposition makes the product or service stand out of the crowd. Advertising attempts to
persuade and influence the audience through the different kinds of appeal.
 Visually attractive
The visual and non-verbal elements play a dominant role in advertising. An eye-catching
advertisement uses crisp information and focuses on the visual treatment to convey the
message. The visual elements used in the advertisements not only convey the information, but
also tell a story.
 Consumer oriented
Advertising broadens the knowledge of the consumers. With this nature of advertising,
consumers can have the know how of the products, brands or services ​that ​exist in the market.
In fact, every product or service is designed in a way to keep the consumers satisfied.
 Uses various media
​Apart from print platforms like newspapers and magazines, its presence can now also be seen
in audiovisual platforms like, films, hoardings, banners and many such promotional
campaigns.
SCOPE OF ADVERTISING

 Scope of advertising
 Institutional : promotes institution or organization image,
ideas.
 Advocacy : promotes company position on a public issue.
 Product: its features uses and benefits.
 Competitive : various special features that differentiate
from competing brand.
 Comparative : compare two or more brands on the basis
of one or more product characteristics.
 Reinforcement: assure user about the product and
services that they made the wise decision by buying a
product or service. Make customers feel good.
IMPORTANCE OF ADVERTISING

 For advertiser
 Increases sales turnover: growing demand of the product
leads to the more sale of the profit.
 Maximizes profits: more sales leads to the profit
maximization.
 Maintain the existing market and explores for new.
 Innovation.
 Creates demand.
 Maintains goodwill of the firm and gains customers
loyalty.
 Advertising helps in knowing the competitors and helps
in making plan.
 For society
 Uplifts the living standards.

 Generate employment opportunities.

 Provide new horizons of knowledge: various classified,


job ads, tenders, matrimony all find at one place.
 Upholds culture of the nation. (Reflects and influence
society).
 Educates society on various social issues.
SOCIAL AND ECONOMICAL ASPECTS OF
ADVERTISING
 Economic role of Advertising
 Value of Products

 Effect on Prices

 Effect on consumer demand and choices

 Effect on business cycle

 Social role of Advertising:

 Deception in Advertising

 The Subliminal Advertising

 Effect on Our Value System

 Offensiveness
SUGGESTED READINGS
 Suggested Books
 1. Advertising and Promotion George E. Beich &
Michael A. Belch. T.M.H.
 2. Advertising Management, Concept and Cases
Manendra Mohan,
 TMH

 3. Advertising Management Rajeev Batra, PHI

 4. Marketing Mgt. by Philip Kotlar (PHI)

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