ADVERTISING AND SALES

PROMOTION

Unit -I
Introduction to advertisement
MEANING OF ADVERTISING
Advertising means informing
the public about the availability of a
particular product or service stimulating
their desire for the advertised product
or service, and inducing them to buy
the same.
 Definitions of advertising
“Advertising is any paid form of
non-personal presentation of ideas,
goods and services by an identified
sponsor”

-Philip Kotler
 Features of advertising
• Advertising is one of the
methods of promotion mix.
• It is a paid mass communication,
not aiming at a specific
individuals.
• It is a mass non-personal
communication.
• It is undertaken to influence the
buying behaviour of customer .
• It is salesmanship in writing or
printed.
• It guide the buyers towards a more satisfactory
expenditure of their hard earned money.

• The communication media are diverse such as

print, broadcast.

• It is a form of publicity .

• It persuades buyers to purchase the goods

advertised, which means that advertising devoid
of persuasion is ineffective.
 Objectives of advertising
• To make immediate sales
• To build primary demand
• To introduce a price deal
• To build brand recognition
or brand insistence.
• To help salesman by building
on awareness of a product
among retailers.
• To increase market share.
 nature of advertising
• Element of marketing mix
• Promotion mix
• Mass communication
• Messages
• Price of advertising
• Sponsor
• Element of control
• Identifiable
• Target group
 Scope of advertising
• Effectiveness of message
• Appropriate media
• Merchandise
• Advertising function
• Responsibility of advertiser
• Fulfillment of objectives
• Generate various activities
• Price of advertising
• Sponsor
• Element of control
• Identifiable
• Target group
Factor which determine advertisability
of a product

• Primary demand
• Demand expansion
• Technical features of the product
• Capable of provoking emotional buying
motives
• Price of the product
• Availability of funds for advertising
campaign.
 EFFECT OF ADVERTISEMENTS ON
SOCIAL UPLIFTMENT
Advertising make people happier, healthier and better
citizens, and more industrious.

Advertising is used to promote useful causes to combat

disease, and to overcome ignorance and superstitions.

Advertising has made more universal the use of inventions

such as the automobile radio, and house hold appliances
such as the vacuum cleaner the washing machines.
POSSITIVE SOCIAL EFFECTS
OF ADVERTISING
 1.INFORMED SOCIETYT

Through advertisements the society

is informed of
various products,
their uses
 best bargains
 safe handling of dangerous goods,
 2.Health and hygiene awareness
• The advertisement on
health drinks, toiletry
products, sanitary ware
and their installation etc
make the people become
aware of health and
hygiene.
• Advertising on protected
drinking water, effluent
treatment, etc., help
people live better
 3.RIGHTS OF CONSUMERS
• The rights of consumers are made aware
through advertisements only.
• The spread of consumerism and awareness of
consumer rights are also due to
advertisements.
 4.PREVENTIVE COURCE FOR DREADED
DISEASES

Dreaded diseases like AIDS are informed

to the people as to their cause , spread and
preventive measures against them.
 5.NEW IDEAS
people should informed of the
development of latest technology. Creative
advertisements render an effective service
here.
 6.Environmental protection

• Create awareness on control

pollution.
• Protect nature
• Create awareness against
environmental degradation etc.,
 7.Social changes
• social changes like accepting women as
equals, empowerment of women, concern for
the girl child, and curbs on female infanticide,
developing opinion against child labour, etc.,
are created through advertisements only.
8.Quality consciousness
 Concern for a quality of a product process or
even life , work, education and investment etc
are promoted through advertisements only.
 9.Promotion of national interest
• Impose tax
• Creating political awareness
• Protection of monument
ECONOMIC IMPLICATIONS OF
ADVERTISING
 Economic benefits of advertising
• Acting as guide to prospective buyers
• Advertising and demand for a product
• Product differentiation
• Encouraging innovation
• Propensity to consume
• Financial support to media
LEGAL ISSUES IN ADVERTISING