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Unit -1
Marketing Mix
Product
Place
Promotion
Personal
Selling
Mass
Selling
Advertising
Target
audience
Kind of
advertising
Price
Sales
Promotion
Publicity
Media types
Copy thrust
Who will do
the work?
Definition

Advertising is any paid form of non-personal communication
of any goods, services or idea by an identified sponsor.

Advertising is the non-personal communication of marketing
related information to a target audience, usually paid for by the
advertiser, and delivered through mass media in order reach
the specific objectives of the sponsor.

Advertising is a message paid for by an identified sponsor and
delivered through some medium of mass communication and
is a persuasive communication.
Functions of Advertising

Stimulates demand

Strengthens other promotion mix elements

Develops brand preference

Cuts costs

Lower prices

Competitive weapon
Advertising
Objectives
 Advertising usually has one of three purposes. If a product is
in the introductory stage of the product life cycle, advertising
will educate people about the new product.

Other product advertising emphasizes a brand’s features and
tries to convince the target market to choose it over competing
brands.

Last, many ads are designed to ensure that people don’t forget
about a product that is already well established.

In summary, marketers use advertising messages to
accomplish three primary objectives: to inform, to persuade,
and to remind.
Setting Advertising Objectives
Introduce New Products
Position Brands
Obtain Outlets
Ongoing Contact





Strategy
Decisions
in Setting
Advertising
Objectives
Support Sales Force
Get Immediate Action
Maintain Relationships
Benefits of Advertising

Information

Brand Image Building

Innovation

Growth of media
Effect of Advertising on Economy

Effect on the value of product and services

Effect on prices

Effect on consumer demand and choices

Effect on competition
Types of Advertising
By Coverage

Local: Local in scope, advertising products offered in a city,
town, urban area or region.

National: Nationwide advertising typically used to build brand
image.

International: Products advertised in two or more countries,
often customized to the local culture.

Global: Standardized advertising used in different countries
worldwide with a unified image and message.
By Task

Commercial: Advertising designed to persuade consumers to
purchase products in order to generate revenues and profit.

Non-commercial: Advertising by not-for-profit organizations
and government that is not specifically profit oriented.

Corporate: Advertising designed to build goodwill for a
company among stockholders, employees, distributors, the
public, and the government.

Public Service: Advertising donated by agencies, the media,
and advertisers that support causes and social welfare
activities.
By Media Type

Indirect response: Advertisements that use the
indirect mass media of electronics, print, or
outdoor delivery systems.

Direct Response: Advertising that provides a
mechanism for direct consumer action via toll
free telephone number, mail-in coupon, fax
number, or similar device.
By Target Audience
 Consumers Advertising: Advertising directed at
individuals, household, and families buying for
themselves or others.

Business Advertising: Advertising directed towards
people who buy or use products in businesses.
However, business advertising sometimes appears in
consumer-oriented media such as television and
newspapers.

Industrial Advertising: this targeted people
who buy or use the materials and services
needed to conduct business or to manufacture
other products.

Trade Advertising: targets intermediaries such
as wholesalers and retailers that buy goods for
resale to customers. most trade advertising is
placed by producers that want their goods and
services distributed by the intermediary.

Professional Advertising: is directed towards
licensed professional practitioners such as
lawyers, accountants, doctors, dentists and
engineers. This type of advertising may be
used to persuade professionals to buy a
particular product useful in their work or to
recommend that product to their patients or
clients.
Principles of Advertising
According the American Advertising Federation
Advertising Principles are

Truth

Substantiation

Comparisons

Bait advertising

Guarantees and Warranties

Price claims

Testimonials

Taste and Decency