STRA T E G I C

MARK E T I N G
A R S HA R A T HO R E
DR. H
 UNIT. I AN INTRODUCTION TO ADVERTISING

01 02 03
Advertising need and Definition and growth of Advertising and the
importance modern advertising marketing mix

04 05 06
Types and classification of Social and economic
Advertising spiral
advertisement aspects of advertising
ADVERTISING

Definiton

Advertising is a marketing communication strategy

that aims to promote a product, service, or idea to a
target audience. It involves creating and delivering
persuasive messages through various channels to
generate awareness, interest, desire, and ultimately,
action from potential customers.
TRADITIONAL ADVERTISING

Traditional advertising methods include television

commercials, radio spots, print advertisements
(newspapers, magazines), billboards, and direct mail.
With the rise of digital technologies, online
advertising has become increasingly prevalent. This
includes display ads on websites, search engine
marketing, social media advertising, email marketing,
influencer collaborations, and more.
 ADVERTISING
Goal of Advertising
The goal of advertising is to effectively reach and
engage the intended audience, conveying the benefits
and unique selling propositions of a product or service.
It helps companies build brand awareness, drive sales,
and establish a competitive edge in the market. By
strategically selecting the appropriate advertising
channels, targeting specific demographics, and crafting
compelling messages, advertisers aim to maximize the
impact of their campaigns.
 Need of Advertising

Building brand Increasing sales Reaching the

awareness and revenue target audience
NEED OF ADVERTISING

• Building brand awareness

• Increasing sales and revenue
• Reaching the target audience
• Expanding market share
• Competitive advantage
• Educating and informing consumers
• Supporting product launches and promotions
• Building brand loyalty and trust
IMPORTANCE OF ADVERTISING
• Awareness and visibility
• Brand building and differentiation
• Increased sales and revenue
• Market expansion and new customer
acquisition
• Competitive advantage
• Product and service education
• Customer retention and loyalty
• Economic impact
• Social and cultural influence
 DEFINITION AND GROWTH OF MODERN
ADVERTISING
Modern advertising refers to the current practices, strategies, and techniques
employed in marketing communications to promote products, services, or ideas to
a target audience. It encompasses the use of digital technologies, data-driven
approaches, personalized messaging, interactive content, and various online
platforms to reach and engage with consumers.

In modern advertising, there is a shift towards digital platforms and online

channels, including social media, search engines, mobile apps, and websites.
These platforms offer advertisers more precise targeting capabilities, allowing
them to reach specific demographics, interests, and behaviors of their desired
audience.
 01 Digital revolution
Data-driven advertising
02
Rise of social media
03
Growth of 04 Mobile advertising

Modern 05 Programmatic advertising

Personalization and interactive
Advertising 06 content

07 Influencer marketing

Measurement and analytics

08
 GROWTH OF MODERN ADVERTISING
Modern advertising has experienced significant growth and transformation in recent years due to several factors:

• Digital revolution: the advent of digital technologies, including the internet, social media, mobile devices, and online
platforms, has revolutionized advertising. It has provided new channels for reaching consumers, allowed for more precise
targeting, and enabled real-time measurement and optimization of campaigns.

• Data-driven advertising: the availability of vast amounts of consumer data has fueled the growth of modern advertising.
Advertisers can collect and analyze data on consumer behaviors, preferences, and demographics to create highly targeted and
personalized advertising messages. This data-driven approach improves the effectiveness and efficiency of advertising
campaigns.

• Rise of social media: social media platforms, such as facebook, instagram, twitter, and youtube, have become integral to
modern advertising. These platforms offer sophisticated advertising tools and extensive audience targeting options. Advertisers
can leverage the reach and engagement of social media to connect with their target audience effectively.

• Mobile advertising: the proliferation of smartphones and mobile devices has led to the growth of mobile advertising.
Advertisers can now reach consumers on-the-go through mobile apps, mobile websites, and location-based targeting. Mobile
advertising has become a crucial component of modern advertising strategies.
GROWTH OF MODERN ADVERTISING
• Programmatic advertising: programmatic advertising has gained popularity in recent years. It involves the use of automated
systems and algorithms to buy and sell ad inventory in real-time. Programmatic advertising allows for precise targeting,
efficient campaign management, and optimization based on data insights.

• Personalization and interactive content: modern advertising focuses on creating personalized and interactive content to engage
consumers. Advertisers use technologies like dynamic content optimization, chatbots, augmented reality (AR), and virtual
reality (VR) to deliver personalized and immersive experiences that resonate with consumers.

• Influencer marketing: the rise of social media influencers has influenced modern advertising strategies. Advertisers collaborate
with influencers who have a strong online following to promote their products or services. Influencer marketing helps reach
niche audiences, build trust, and generate authentic user-generated content.

• Measurement and analytics: modern advertising emphasizes measurement and analytics to evaluate campaign performance
and return on investment (ROI). Advertisers use various metrics and analytics tools to track impressions, engagement,
conversions, and other key performance indicators (KPIs) in real-time, allowing for continuous optimization of campaigns.
TYPES OF ADVERTISEMENT
Here are several types of advertising that marketers and businesses use to promote their products, services, or brands.
Here are some common types of advertising:

• Display advertising: this type of advertising involves visually appealing ads displayed on websites, apps, or social
media platforms. Display ads can be in the form of banners, pop-ups, or video ads.

• Print advertising: print ads are published in newspapers, magazines, brochures, flyers, and other printed materials.
This traditional form of advertising allows businesses to reach specific audiences through targeted publications.

• Broadcast advertising: this includes television and radio commercials. Television ads are shown during commercial
breaks on TV programs, while radio ads are aired during radio shows or music breaks.

• Outdoor advertising: outdoor ads are displayed in public spaces and can include billboards, posters, transit ads (on
buses, trains, or taxis), digital signage, and more. They aim to capture the attention of people in high-traffic areas.
 TYPES OF ADVERTISEMENT
• Online advertising: with the rise of the internet, online advertising has become increasingly popular. It includes
various formats such as display ads, search engine marketing (SEM), social media advertising, email marketing,
influencer marketing, and mobile advertising.

• Native advertising: native ads are designed to match the form and function of the platform on which they appear.
They blend in with the surrounding content, providing a seamless user experience. Native ads can be found in
online articles, social media feeds, or sponsored content.

• Social media advertising: this type of advertising leverages social media platforms like Facebook, Instagram,
twitter, LinkedIn, and YouTube to reach and engage target audiences. Social media ads can be in the form of
images, videos, carousel ads, sponsored posts, or influencer collaborations.

• Direct mail advertising: in direct mail advertising, physical promotional materials such as brochures, catalogs,
postcards, or letters are sent directly to targeted individuals or households through postal mail. This allows
businesses to reach a specific audience through personalized messaging.
TYPES OF ADVERTISEMENT
• Mobile advertising: as smartphones have become ubiquitous, mobile advertising has gained prominence. It
involves displaying ads on mobile devices through apps, mobile websites, SMS/MMS marketing, or in-game
advertising.

• Video advertising: video ads are specifically created for online platforms and tv commercials. They can be in the
form of pre-roll ads (shown before online videos), in-stream ads (inserted within video content), or standalone
video ads.

• Influencer advertising: influencer marketing involves collaborating with social media influencers or content
creators who have a dedicated following. Brands partner with influencers to promote their products or services
through sponsored posts, videos, or endorsements.

• Content marketing: content marketing focuses on creating valuable and relevant content, such as blog articles,
videos, infographics, or podcasts, to attract and engage the target audience. The content indirectly promotes the
brand by providing useful information or entertainment.
 CLASSIFICATION OF ADVERTISEMENT
• Advertising can be classified into several categories based on different criteria. Here are some
common classifications of advertising:

1. Based on Media Channel

2. Based on Target Audience

3. Based on Purpose

4. Based on Communication Strategy

5. Based on Geographic Reach

CLASSIFICATION OF ADVERTISEMENT
Based On Media Channel:

• Print Advertising: Advertisements Published In Newspapers, Magazines, Brochures, Flyers, And

Other Printed Materials.

• Broadcast Advertising: Advertisements Aired On Television Or Radio.

• Outdoor Advertising: Advertising Displayed On Billboards, Posters, Transit Vehicles, Digital
Signage, And Other Outdoor Locations.

• Digital Advertising: Online Advertising Methods, Including Display Ads, Search Engine
Marketing, Social Media Advertising, Email Marketing, And Mobile Advertising.
CLASSIFICATION OF ADVERTISEMENT
Based on target audience:

• Consumer advertising: advertising directed at the general public or specific consumer segments to
promote products or services directly to end consumers.

• Business-to-business (b2b) advertising: advertising targeted at other businesses or professionals

rather than individual consumers.

• Institutional advertising: advertising aimed at creating a positive image or reputation for an

organization rather than selling specific products or services.
CLASSIFICATION OF ADVERTISEMENT
• Based on purpose:
• Product advertising: advertising that promotes a particular product or service, highlighting its
features, benefits, and competitive advantages.

• Brand advertising: advertising that focuses on building awareness, recognition, and loyalty for a
brand as a whole, often emphasizing brand values and personality.

• Comparative advertising: advertising that compares one product or brand to another, highlighting
differences to gain a competitive edge.

• Public service advertising (PSA): advertising that promotes public welfare or behavior change,
raising awareness about social or health issues.
CLASSIFICATION OF ADVERTISEMENT
Based on communication strategy:

• Informative advertising: advertising that provides factual information about a product or service,
focusing on educating the audience about its features, uses, or benefits.

• Persuasive advertising: advertising that aims to persuade and convince the audience to buy or take
a specific action by using emotional appeals, storytelling, or creative messaging.

• Reminder advertising: advertising that reinforces brand awareness and reminds consumers about a
product or brand to maintain top-of-mind presence.
CLASSIFICATION OF ADVERTISEMENT
Based on geographic reach:

• Local advertising: advertising that targets a specific local area or community, often promoting
businesses or services available within that area.

• National advertising: advertising that reaches a broader national audience, covering multiple
regions or the entire country.

• Global advertising: advertising that spans across multiple countries or is implemented worldwide,
often employed by multinational corporations.

• These classifications help marketers and advertisers understand the different dimensions of
advertising and choose the most appropriate strategies and channels to effectively reach their
target audience and achieve their advertising objectives.
 ADVERTISING SPIRAL
The advertising spiral, also known as the advertising cycle or promotional spiral, is a theory that explains the relationship
between advertising and consumer behavior. It suggests that advertising influences consumer perceptions, attitudes, and
behavior, while consumer responses to advertising influence future advertising efforts.

• The advertising spiral theory consists of several stages:

Awareness: advertising aims to create awareness among consumers about a product, service, or brand. It introduces the
product to the target audience and captures their attention.

Interest: once consumers become aware of a product, effective advertising generates interest and curiosity. It highlights the
benefits, features, and unique selling points to create a desire to learn more.

Desire: advertising attempts to create a desire or aspiration for the product. It emphasizes how the product can fulfill
consumers' needs, wants, or aspirations, creating a sense of desire and motivation to make a purchase.
ADVERTISING SPIRAL
Action: the ultimate goal of advertising is to drive consumer action. This can include purchasing the product, visiting a store
or website, requesting more information, or taking any other desired action.

Feedback: consumer responses and feedback to advertising efforts are important. Marketers monitor consumer reactions, sales
data, and market research to evaluate the effectiveness of their advertising campaigns.

Adjustments: based on the feedback and evaluation, marketers make adjustments and improvements to future advertising
strategies. They refine their messaging, targeting, creative approach, or media selection to optimize their advertising efforts.

• The advertising spiral is a continuous process, as the feedback received from consumers informs subsequent advertising
campaigns. Successful advertising campaigns build on consumer responses, adapting and evolving over time to meet changing
consumer needs and market conditions.
SOCIAL ASPECTS OF ADVERTISING
• Consumer awareness: advertising plays a crucial role in raising consumer awareness about products, services, and brands. It
provides information to consumers, helping them make informed decisions and choices.

• Influence on consumer behavior: advertising can shape consumer attitudes, perceptions, and behavior. It creates desires,
aspirations, and social norms that influence consumer preferences and purchasing decisions.

• Cultural influence: advertising reflects and influences cultural values, trends, and norms. It can reinforce or challenge societal
beliefs, stereotypes, and gender roles. Advertisements often reflect the cultural context in which they are created and aim to
connect with specific target audiences.

• Entertainment and creativity: advertising often employs creative storytelling, humor, and emotions to engage and entertain
audiences. It contributes to the cultural landscape by creating memorable and impactful advertisements that can become part
of popular culture.

• Ethical considerations: advertising raises ethical concerns regarding truthfulness, fairness, and the impact on vulnerable
populations, such as children. It is important for advertisers to adhere to ethical guidelines and practices to maintain consumer
trust and avoid deceptive or manipulative tactics.
ECONOMIC ASPECTS OF ADVERTISING
• Revenue generation: advertising is a major source of revenue for media companies, including television, radio, print publications, and digital
platforms. Advertisers pay for ad space or airtime, which supports the production and distribution of media content.

• Business growth and competition: advertising enables businesses to promote their products or services, reach target audiences, and
differentiate themselves from competitors. It drives sales and market share, contributing to business growth and competitiveness.

• Employment and industry support: the advertising industry provides employment opportunities for professionals in marketing, creative, media
planning, and other related fields. It also supports ancillary industries, such as market research, printing, media production, and digital
technology.

• Economic stimulus: advertising stimulates consumer demand, contributing to economic activity and overall economic growth. Effective
advertising campaigns can boost sales, create jobs, and generate tax revenue.

• Innovation and product development: advertising encourages innovation and product development by creating a platform for businesses to
introduce and promote new products or services. Advertisers invest in research and development to understand consumer needs and
preferences.

• Market efficiency: advertising helps to disseminate information about products, services, and prices. It enhances market efficiency by reducing
information asymmetry between buyers and sellers, enabling consumers to make more informed choices.