ADVERTISING 10.

Element of Creativity - involves lot of

creativity and imagination.
Comes from the latin word “advertere” meaning to
turn the minds of towards. Promotional Mix

● Advertiser Advertising - Public Relations - Personal Selling -

● Publisher Sales Promotion - Direct Mail - Internet Marketing
● Audience
Importance of Advertising
Advertising Definition
1. Promotion of Sales: It promotes the sale of
American Marketing Association — any paid form of goods and services by informing and
non-personal presentation of ideas, goods and persuading the people to buy them.
services by an identified sponsor. 2. Introduction of New Product: It helps the
introduction of new products in the market.
Webster — advertising is to give public notice or to
3. Creation of Good Public Image: It builds up
announce publicity.
the reputation of the advertiser.
Gardner — advertising is the means of mass selling 4. Mass Production: Advertising facilitates
that has grown up parallel with and has been made large-scale production.
necessary to mass production. 5. Research: Advertising stimulates research
and development activities.
Features of Advertising 6. Education of People: Advertising educate
the people about new products and their
1. Communication - reaching the masses.
uses.
2. Information - informs the buyers about the
benefits they would get. Active Participants of Advertising
3. Persuasion - expects to create a favorable
attitude which will lead to favorable actions. ➢ Advertiser: Seller who manufacture and
4. Profit Maximization - it has a higher sales market consumer products are the
approach rather than the higher-cost prominent group of advertisers.
approach. ➢ Target audience: It refers to the recipient of
5. Non-Personal Presentation - whereas the advertising message.
advertising is non-personal in character.. ➢ Advertising Production People (Artists): The
6. Identified Sponsor - sponsor may be an production of impressive and persuasive
individual or a firm who pays for the advertisements is possible only with the
advertisement. active help and creative spirit of the artists
7. Consumer Choice - enables consumers to like copywriters, artists, photographers, etc.
purchase goods as per their budget ➢ Target Audience (Readers, Listeners,
requirement and choice. Viewers and Present and Future Buyers):
8. Art, Science and Profession. Advertising is Advertising messages are given about
an art because it represents a field of products services and ideas to readers,
creativity. Advertising is a science because it listeners, viewers and actual and potential
has a body of organized knowledge. buyers, who are known as the audience.
Advertising is profession is now treated as a ➢ Government Authorities: The business of
profession with its professional bodies and advertising is regulated by the government
code of conduct for members. department.
9. Element of Marketing Mix - an important ➢ Advertising Production Firms: This includes
element of promotion mix. Advertising has copywriter, artist, photographers,
proved to be of great utility to sell goods typographers, producer, editors.
and services.
Role of Advertising in Society 1. Advertising - Advertisement is a non-
personal presentation of an idea or a
● Encourage Purchasing. Encouraging people
product (where as personal selling or
to purchase goods and services is the main
salesmanship help in personal promotional.)
role of advertising.
2. Publicity - Publicity is the non-personal
● Reflect cultural trends. Advertising bridges
presentation. It aims at only informing the
the gap among people by communicating
public about the events, person, firm etc.
varied culture through advertising message.
3. Public Relation - is defined as a
● Promotes Economic Growth. Advertising
management function which identifies,
contributes to bring about all round
establishes. Uses two-way communication
development of the economy by increasing
to monitor feedback and adjust both its
demand and by encouraging economic
message and the organization's actions for
activities it fuels the desire to shop.
maximum benefit.
● Improves Standard of Living. It provides
4. Sales Promotion - are direct inducements
opportunities to people to improve their
that offer extra incentives to enhance or
income.
accelerate the product's movement from
● Provides Employment. Effective advertising
producer to consumer. (contests, coupons,
generates demand for goods and services,
free samples, premium, and point of
high demand calls for more production.
purchase material).
Approaches in Brand building 5. Personal Selling - includes all person-to-
person contact with customers with the
● Constant innovation: Consumers need purpose of introducing the product to the
contincious innovation and new products. customer, convincing him or her of the
● Domination of brand: brand building targely product's value, and closing the sale.
depends on the domination created on the 6. Packaging - plays an important role in
competitors. converting the minds of the consumers.
● Prompt availability: Prompt delivery of the 7. Internet - E-commerce is the term used to
product is one of the factors that ensure describe the act of selling goods and
brand building services over the Internet. In other words,
● Integration of new and old media: the Internet has become more that a
Consumers have ever changing demand. communication channel.
8. Sponsorships - increase awareness of a
Meaning of Integrated Marketing Communication
company or product, build loyalty with a
(IMC)
specific target audience, help differentiate a
Integrated Marketing Communications is a simple product from its competitors, provide
concept. It ensures that all forms of communications merchandising opportunities.
and messages are carefully linked together. 9. Trade Shows and Exhibition - It is one of the
oldest forms of promoting the sales of
Integrated marketing communications (IMC) is a products.
process of managing customer relationships that
drive brand value primarily through communication Importance of Integrated Marketing Communication
efforts.
● Awareness - creating awareness of the
IMC is a "concept of marketing communication products with respect to brand name and
planning that recognizes the added value of a brand availability. It brings to the notice of
comprehensive plan that evaluates the strategic the potential customer the new varieties of
roles of a variety of communication discipline" goods available in the market.
● Information - is needed when the product is
Tools of Integrated Marketing Communication (IMC) recently launched in the market Potential
 customer must know about the product, communication Mix. The marketer prepares
features. the budget taking into nature of the
● Increase Sale - possible as Increased sales customers, objectives, nature of
brings economies of large scale production competitions and also availability of funds.
which enables the seller to reduce cost and 6. Promotion Mix decision — Promotional mix
increase profit. is the combination of various tools like
● Inform the intermediaries - IMC act as a advertising, public relation, personnel
communication channel between the sellers selling and so on.
and the intermediaries like dealer and 7. Implementation of promotion mix — The
agents. marketer then makes an arrangement to
● Expansion of Market - IMC help the seller to implement the communication mix.
expand the business from local level to (Timeline)
regional level and to national level. 8. Follow up — Here the advertiser has to
● More Specialized Media - It used to be said review the performance in terms of sales
that mass media was enough to cover any and purchase. If the performance is as per
advertiser's needs. communication objectives there is nothing
to worry.
Steps Involved in Framing Integrated Marketing
Communication I Classification on The Basis of Area Coverage

1. Identification of target audience — On this basis advertising may be classified into the
Defining the target audience is one of the following four categories, viz., (1) local, (2) regional,
first steps in designing the IMC. While (3) national, (4) international advertising.
thinking about the target audience one
1. Local Advertising: It is also known as "retail
must look well beyond traditional
advertising". It is undertaken by local retail
demographic considerations.
stores, departmental stores, co-operative
2. Determining the communication objectives
stores, selling cloth, saris and other
— There may be different communication
consumer goods and consumer durables.
objectives like Increase in sales, brand
2. Regional Advertising: It has wider coverage,
image and good will, expansion of business.
as compared to local advertising. It covers a
3. Determining the message — An effective
particular region, which may be one state,
message should get attention, hold interest,
or, more than one state, the people of
arouse desire, & obtain action (AIDA
which may be having a common tongue, or,
model).
using one common product.
4. Selecting the communication channel:
3. National Advertising: It is generally
➢ Personal Communication Channels: two or
undertaken by manufactures of branded
more people communicate directly with
goods, for which, advertising messages is
each other. They might communicate face-
communicated to consumers allover the
to-face, over the telephone, through the
country.
mall or even through an internet chat
4. International Advertising: This type of
➢ Non Personal Communication Channels:
advertising is undertaken by those
include media at most yearend events.
companies, which operate in more than one
Consist of : Print media-newspapers,
country, known as "multi-national"
magazines, direct mail etc. Broadcast
companies.
media-radio, television etc. Electronic
media-audiotapes, videotapes, CD-ROM,
web page etc. Display media-billboards,
signs, posters etc.
5. Determining the budget — The effective
II Classification on The Basis of Audience
IMC depends upon the budget set for
 1. Consumer Advertising: This type of 3. Product and Institutional Advertising: Is
advertising is directed to the ultimate undertaken to promote the sale of products
consumers of the consumer products, i.e., and services- branded or unbranded.
the individuals, who buy, or, use the
Institutional advertising is undertaken to build name
consumer products, or services.
and goodwill of the organisation.
2. Industrial Advertising: This type of
advertising is used by manufacturers and V. Classification on Stages
distributors of industrial goods.
3. Trade Advertising: Manufactures and/or Pioneering advertising refers to the launch campaign
distributors employ this kind of advertising of a new product category.
to influence and persuade wholesalers and
Competitive advertising is an effort by at least one
dealers (retailers) to stock and sell the
company to create a contrast between its product
goods of the advertiser by offering incentive
and the same or similar product offerings by
schemes to them, or, by inviting dealerships
competitors.
for their particular products(s).
4. Professional Advertising: It is directed at Types of Advertising (General Types)
professionals like doctors, professors,
engineers, and others, who are expected to ● Retail Advertisement.
recommend, prescribe, or, specify the ● Non-Product Advertisement.
advertised products to ultimate consumers. ● Public Service Advertisement.
● Outdoor Advertising.
III Classification on The Basis of Media ● Indoor Advertising.

1. Print Media Advertising: Print advertising is Advertising Media

a form of marketing that uses physically
printed media to reach customers on a Advertising media refers to the various media
broad scale. channels through which advertising is done.
2. Electronic or Broadcast Media Advertising: Determinants Advertising Media - Selection of a right
Electronic, or, broadcast media consists of type of advertising media
(1) radio, (ii) television, (iii) motion pictures,
(iv) video, and (v) the internet. ● Nature of the Product
3. Outdoor Media: Outdoor advertising can be ● Market Requirements
a good supporting media to other forms of ● Advertising Objectives
advertising. ● Distribution Strategy
4. Other Media: This includes direct mail, ● Nature of the Message and Appeals
handbills, calendars, diaries, cinema ● Budget
advertising, internet and so on. ● Competitors Choices
● Media Availability
IV Classification on The Basis of Function ● Penetration
1. Direct Action and Indirect Action ● Size and Nature of the Business Enterprise
Advertising: Direct action advertising is Media Planning
undertaken to obtain immediate response
or action. Indirect action advertising is Media planning is an exercise to find the best
undertaken to influence. medium or combination of media that will produce
2. Primary and Selective Advertising: Primary the best overall effect relative to the needs of the
advertising is intended to drive interest to advertised brand.
the general product category. Selective js a
specific brand of product or service.
Steps in Media Planning 2. Consumer Confidence: It refers to the
credibility of media in the minds of target
Decide Target Market: It is necessary to decide
customers.
specific market where planned efforts can be
3. Reach: Reach as an evaluation criterion
directed.
refers to the vehicle's access to different
Media Objectives: Media objectives are often stated homes or individuals over a given period.
in term of reach, frequency, gross rating points and ● Cost: Cost refers to the money
continuity. spent on using a particular vehicle
media.
● Reach: the number of different persons or ● Timing: Evaluating vehicle media
household exposed. choice is the timing of
● Frequency: the number of times within the advertisement.
specified time period.
● Gross Rating Points: It refers to the total Allocation of Funds: The planner should decide on
weight of a media effort in quantitative the amount of funds that would be allocated to each
terms. GRPs are equal to each other media type and vehicle.
multiplied by average frequencies. The total
Media Scheduling: Media scheduling could be used
impact or GRPs80x2.5=200.
depending on the requirements of the advertisers.
● Continuity: It refers to the timing of the
media insertions.

Selection of Media Types: Every media plan requires Media Research

that specific media types to be selected. These may
● data about the various advertising media,
be grouped under the following heads:
surveying consumers on their media
1. Press Advertising Media preferences and habits, and carrying out
2. Outdoor or Mural Advertising Media primary and secondary research.
3. Direct Mail Advertising Media ● concerned with advertising reach,
4. Broadcast Advertising Media frequency, and the effectiveness.
5. Promotional Advertising Media ● to find out the most suitable media or
media.
Selecting Specific Media Vehicle: Once a decision is
made on media types, specific media vehicles within Role of Media Research
each medium must be chosen.
● Readers' Profile: understand the profile of
1. Media Mix: Once the media selection is the readers, listeners and viewers.
decided upon, the next step is to determine ● Selection of Media: select the most suitable
the mix of the media one must use. media mix that would be required by the
2. Media Buying: The media buying specialist advertiser depending upon the type of
helps to decide what media should be used product, prospects, ad budget etc.
for a product, purchases the media, and ● Booking of Time and Space: book time and
controls and evaluates the performance of space in the media depending upon the
the media purchased. programs viewed or articles read by the
target audience.
Media-Vehicle Choice
● Importance to Media Owners: improve their
1. Coverage: It refers to the number and programs or editorial contents so as to
spread of message outlets provided by the increase listenership, viewership and
media vehicle. readership.
● Benefit to Audience: Audiences get better
editorials and programs as the media
 owners make every effort to improve their
content.
● Benefit to Media Planners: Television Rating
Points (TRP) reports.
● Benefit to Research Organizations: activities
moving in the right direction.

Media Emerging Options

● Transit Advertising
● Satellite/Cable television.
● FM channel.
● Video advertising.