Professional Documents
Culture Documents
By
P.S.VENKATESWARAN
What is Advertising?
Advertising is Any Paid Form of
Advertising Objectives
1. Informative advertising.
2. Persuasive advertising.
3. Reminder advertising.
Informative Advertising
Inform Consumers or
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Reminder Advertising
Keeps Consumers Thinking
About a Product
Advertising Objectives
1. Informative advertising:
To create awareness of the organization.
To explain the characteristics of the
organization
To correct false impressions about the
organization
To reduce peoples worry or fears about
visiting the organization.
Advertising Objectives
2. Persuasive advertising:
To increase customer preference for the
organizations services.
To increase customer loyalty to the
organization.
To encourage customers to switch from using
a competitive organization.
To convince customers to book at the
organization now or in the future.
To change customers perceptions.
Advertising Objectives
3. Reminder advertising:
Personal selling
Sales promotion
Public relations
Direct marketing
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Headline, Illustration,
Copy, & Color
Body Language
Affordable
Percentage of Sales
Objective-and-Task
Competitive-Parity
Based on Determining
Objectives & Tasks, Then
Estimating Costs
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Strategy that
Calls for
Spending A Lot
on Advertising
and Consumer
Promotion to
Build Up (Pull)
Consumer
Demand.
Strategy
Selected
Depends
on:
Type of
ProductMarket &
Product
Life-Cycle
Stage
Strategy that
Calls for Using
the Salesforce
and Trade
Promotion to
Push the
Product Through
the Channels.
Awareness
Liking, Preferences, and Conviction
Purchase
Product-Life-Cycle Stage
Introduction
Growth
Mature
Decline