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Definition of Advertising
Advertising is defined as any Paid form of
Nonpersonal Presentation and Promotion of ideas, goods and services by an Identified Sponsor Using Mass Media to Persuade or Influence an Audience.
Functions of Advertising
Provide Product & Brand Information
Informative Advertising
product working, suggesting new uses of product, informing about price change, building brand and company image)
Persuasive Advertising Building Brand Preferences, encouraging switching to
your brand, changing customers perception about product, persuade customers to buy now.
Reminder Advertising
Maintaining customer relationships, reminding
customers about product uses, its future uses, where to buy from, etc.
History of Advertising
Can be traced back to recorded history
large rocks.
Greece towns cries announced the sales of cattle,
Roles of Advertising
Marketing Role
The role of marketing is to carry persuasive message to actual and potential customers
Communication Role
Economic Role
it makes customer stick to a product regardless of the price charged. Consumer values non-price features Informs us about new and improved products, teaches us how to use these innovations, etc.
Societal Role
Economic role
The Economic Role advertising is that it makes customer stick to a product regardless of the price charged. Consumer values nonprice features. Profits Help consumers assess value through: Price as well as through; quality Location and Reputation Opportunity
cost Such price value information helps people make more rational
decisions. Advertising decreases the likelihood that the consumer will switch to an alternative product regardless of the price charged.
Societal role
The Societal Role Informs people about new and
improved products and services that solve their
Classifications of Advertising
By Target Audience
Consumer
By Geographic Area
Local (retail) Regional National
By Medium
Print Broadcast (electronic) Radio TV Out-of-Home Direct-Mail
By Purpose
Product
Nonproduct
Business
Commercial
Noncommercial
Action Awareness
International
Scope of Advertising
Management delimits the scope of advertising into the
following:
Institutional advertising
Types of Advertising
Interactive Advertising Public Service Advertising Institutional Advertising Business-toBusiness Advertising Direct-Response Advertising Brand Advertising
Political Advertising
Directory Advertising
Brand Advertising
Focuses on development of a long term brand identity and image. Most visible advertising
who offers products in a fairly restricted geographic area. It focus on store traffic, and creating distinctive image for the retailer. Message announces the facts about products available in nearby stores.
Political Advertising Politicians use advt. to persuade people to vote for them.
Directory advertising
It includes yellow pages, trade directories, organizational
directories, etc.
Direct Response advertising
May use any advertising medium, apart from others it tries to
industrial purchasers and professionals to other businesses but not to general consumers. Advertisements placed in publications and professional journals.
Institutional Advertising Also called corporate advertising Focus on establishing a corporate identity or winning the
Public service advertising Communicates a message for good cause as save trees, stop wasting water, stop drinking, etc. Usually created free of cost and media often donate time and space. Interactive Advertising: Delivered to individual consumers having access to computer and internet. Advertisers use web pages, banner ads, emails. Consumers can respond to ads or ignore it.
Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency .
need to get out the message Manufacturers Resellers
abilities.
the messages from the advertiser to the audience, i.e. television, magazines, radio, etc.
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
assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc.
The Target Audience may be the purchaser or the
consumer of the product, or both. May need to design different ads for each group.
Critical to know as much about these target audiences as
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