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Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience The paid aspect of this definition reflects the fact that the space or time for an advertising message must be bought. The non-personal component means that advertising involves mass media (eg. TV, radio, magazines, newspapers) that can transmit a message to large groups of individuals, often at the same time.
Objectives of Advertising
To make an immediate sale To build primary demand To introduce a price deal To inform about a product availability To build brand recognition To increase market share To increase the frequency of usage To build overall company image TO INFORM,PERSUADE AND REMIND
Kinds of Advertising
Product Advertising Institutional advertising Primary demand advertising competitive/brand name recall Comparative advertising Shortage advertising Cooperative advertising Commercial advertising
Criticism on advertising
Economic objectionsAdvertising forces people to buy Multiplies the needs Increases cost of goods Social objectionsMisrepresentation of facts impact on media Ethical objections
Process of advertising
Preparing advertising copy
Selection of media
Advertisement copy
The words used to convey the advertising idea or theme are called the copy
Attention value-using pictures & drawing using attractive headlines Suggestive value Memorizing value Conviction value Sentimental value Educational value Instinct value Action value
Enables sellers to communicate to a broad range of potentially large audiences. Has a relatively low cost per thousand viewers. Reaches a highly undifferentiated audience. High coverage means high wastage.
Advantages and limitations of radio An important means of broadcast communication for smaller companies operating within a restricted geographic area. Can play a valuable supportive role in extending reach and increasing frequency. Offers wide creative and imaginative advertising possibilities. Normally offers a low cost per time slot. Low involvement medium. Can be difficult to build reach and make an impact.
Captive audiences.
Can obtain greater quality and impact to that of TV due to size of screen and quality of sound. Often used as a secondary medium.
Advantages and limitations of magazines Can be presented and then examined selectively at readers leisure.
15% Repurchase
Advertising agency
An agency that undertakes the specialized job of advertising for and on behalf of others is called as advertising agency