Download Advertising and Promotion (MKT621)

Advertising and Promotion (MKT621)
VU
Lesson 1
INTRODUCTION TO ADVERTISING
his course is designed to teach and guide the students to know and learn about
Advertising and Promotion. In this course we will try to acquaint you with various aspects and
applications and requirements. Besides teaching you about the introduction and history of
advertising this will also guide students about its growing importance, definition and various
aspects. The major components to learn will be its skills in modern world, the overall
importance and significance of its practice in different scenarios.
After going through the contents of first lecture, students will be able to know about
Advertising and promotion with its growing importance and its definition with different
segments:
A. Introduction to Advertising and Promotion.
B. Its growing importance.
C. Definition of Advertising.
D. Explanation of Personal and non-personal selling.
LECTURE OVERVIEW
This lecture introduces the students with the background, definition, and growing importance in
the modern world. During this we will be discussing the above mentioned aspects of
Advertising. We will also briefly try and explain the difference between personal and nonpersonal selling and related advantages and disadvantages.
INTRODUCTION
In fact today advertising is every where, on radio, TV, newspapers, billboards, magazines and
even on the side of the town buses. The global market has expanded tremendously, and
manifolds. Advertising serves three main purposes:
1.
To get or win new customers.
2.
To increase use of products or services among existing customers.
3.
To help potential customers make a choice among competing brands.
Advertising has great influence on us whether we are aware of it or not. Let us now first of all
try to know about its growing importance:
GROWING IMPORTANCE OF ADVERTISING
•
We see 100’s of ads. Every day.
•
Consciously or subconsciously advertisements have tremendous effect.
•
Advertising can not only change buying decision but also changes mindset & attitude of
people.
•
Advertising reflects the culture of a nation.
•
Advertising & culture both affect each other.
•
Advertising industry also supports media industry.
•
In fact media survives on advertising because they go hand in hand.
•
Advertising can be used as an effective tool for a social cause.
•
Advertisement also help in spreading information about new technology & innovations
•
Advertising in today’s world is not for spreading brand awareness but also shows us
where we stand in the world today.
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Advertising and Promotion (MKT621)
VU
DEFINITION OF ADVERTISING
Now a days, Advertising has assumed important role in this very fast developing and
competitive world. In order to understand it first we have to know what it means or in other
words to know its definition. But before we define we must know i.e. six segments of the
definition of advertising:
Six Segments
1. It is paid form of communication.
2. The Sponsor is identified.
3. Most advertising tries to persuade or influence consumer to do. something though in
some cases it is merely to make consumers aware of product or company.
4.
Message is conveyed through different types of media.
5. Advertising makes message reach large audience of potential consumers.
6.
Advertising is a form of mass communication therefore it is non- personal.
Based on the above the most accepted standard definition universally accepted is as described
by Bovee in 1992. It said:
“Advertising is the non - personal communication of information usually persuasive in
nature about products, services or ideas by identified sponsors through the various media”
Let us now try to DISECT & EXPLAIN key terms PERSONAL and NON – PERSONAL used
in the definition of advertising.
¾ There are two basic ways to sell
Personally & Non-Personally
Personal selling – Where seller & buyer has to be together.
Non – Personal - Seller is approached through a medium i.e. advertising.
Advantages of Non-Personal Selling:
•
Seller has time to discuss everything about the product.
•
Buyer has time to ask questions, get answers & examine evidence against or for the
product.
•
Seller can see the person whom product is being sold.
•
Seller can see the person to whom he/she is selling the product.
•
Seller can easily locate potential buyers.
Disadvantages:
•
It is expensive being labor intensive.
•
Time consuming.
•
So seems personal selling is better than advertising which is non-personal yet
advertising still remains most effective.
Therefore despite the fact that advertising even though is non-personal selling, it is certainly
effective.
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