Download Introduction to Advertising

Introduction to Advertising
Advertising
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Advertising is the paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor
Purpose of Advertising
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To promote ideas about products & services
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To create interest in products & services
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To create awareness about products & services
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To increase sales
Role of Advertising
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Communication with the Consumers
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Persuasion
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Catalyst for change
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Contributes to Economic Growth
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Change in perception
Development of new market segments
Need for Non-Commercial Advertisements
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AIDS Awareness Programme
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Children Immunization against diseases
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Anti-dowry Campaign
Functions of Advertising
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Social Function
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Non-Commercial Advertising
Psychological Function
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Psychological Motives of human beings
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Soft Drinks-Thirst- Thanda Matlab Coco-Cola
Economic Function
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Value for money
Types of Advertising
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Informative Advertising
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Pioneering stage of product category
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To build primary demand
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Need to inform consumers of product
Persuasive Advertising
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Competitive stage of product
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Build selective demand for a particular brand
Types of Advertising
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Comparative Advertising
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Comparison of attributes of two or more brands
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e.g Comparison of Maruti Swift & Hundai Santro
Remainder Advertising
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Maturity Stage of PCL
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Remind people to purchase
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e.g Coca-Cola
Reinforcement Advertising
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Assure current purchase that they have made the
right choice
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e.g Automobile ads with satisfied customers
Advertising appeal in
various stages of PLC
Advertising Vs Marketing Mix
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Product
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Price
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Place
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Promotion