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Grade x Comm App Chapter-3 Advertising and Sales Promotion Notes

The document provides comprehensive notes on advertising and brand promotion for Grade 10 students, covering the meaning, features, types, objectives, advantages, criticisms, and methods of advertising. It also distinguishes between advertising and sales promotion, as well as advertising and publicity, and defines key terms such as brand, branding, brand promotion, brand loyalty, and brand equity. The notes emphasize the importance of effective advertising strategies and their impact on consumer behavior and market competition.

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3 views5 pages

Grade x Comm App Chapter-3 Advertising and Sales Promotion Notes

The document provides comprehensive notes on advertising and brand promotion for Grade 10 students, covering the meaning, features, types, objectives, advantages, criticisms, and methods of advertising. It also distinguishes between advertising and sales promotion, as well as advertising and publicity, and defines key terms such as brand, branding, brand promotion, brand loyalty, and brand equity. The notes emphasize the importance of effective advertising strategies and their impact on consumer behavior and market competition.

Uploaded by

shreya.dalvi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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VASANT VIHAR HIGH SCHOOL & JUNIOR COLLEGE

GRADE -10 COMMERCIAL APPLICATIONS NOTES


2025-26

CHAPTER-3 ADVERTISING AND BRAND PROMOTION

Revision Notes
Meaning of Advertising: Advertising is any paid form of non-personal presentation or
promotion of ideas, goods or services by an identified sponsor.
Concept of Advertising: It involves preparation of oral and visual message and their
dissemination through paid media for the purpose of making people aware towards
product or services.

Features of Advertising:

• Non-personal: No face-to-face contact involved.


• Mass communication: The message is directed to a large number of
persons.
• Paid communication: Money is paid to the medium which conveys the
message.
• Identified sponsor: The name of the advertiser is mentioned.
• Information and persuasion: It inform and persuades customers to buy the
product or service.

Types of Advertising:

• Product advertising: It promotes the sale or reputation of product. It includes


direct action or indirect advertising.
• Institutional advertising: To build the favorable image of the organization.
• Informative advertising: It provides information about the product or service.
• Persuasive advertising: It persuades the customer to buy the product or
service.
• Reminder advertising: It attempts to remind customers about the product or
service.
• Concept advertising: It is also called pioneering advertising for a new idea
or concept.

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Objectives of Advertising:

• To introduce new product


• To sustain demand for existing product
• To build brand preference
• To eliminate middleman
• To educate customers
• To support dealers
• To build goodwill

Advantages of Advertising

• It creates demand for goods.


• It creates goodwill of the producer.It increases sales and profit of producer.
• It maintains steady demand for products.
• It reduces cost of distribution by establishing direct link between manufacturer and
consumer.
• It helps in meeting competition in market.
• It highlights the quality, features of competitive produce for comparison.
• It reduces the possibility of cheating of customers.
• It informs customers where and when product is available.
• It creates employment to people.

Criticisms of Advertising:

• It increases the price of product as producer incurs cost on advertising.


• It leads to wastage of resources as it increases competition.
• It is sometimes deceptive and untruthful. It gives false information to customer.
• It exploits sentiments and emotions of customers.
• Advertising tempts people to buy the goods which they cannot afford.
• Advertising may sometimes lead to monopoly.

Features of Good Advertising:

• It should get attention of potential customers


• It should create memorizing value in the mind of customers
• It should increase suggestive value in customers
• It should educate customers properly
• It should be according to the sentiments of mass
• It should have instinctive appeal
• It should be convincing to the customers.

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Advertising Media:

• Newspapers or print media


• Radio, television or electronic media
• Films
• Direct mail
• Outdoor advertising

Factors influencing choice of Advertising Media:

• Nature of Product
• Location and size of Market
• Type of Message
• Coverage of Media
• Cost of Media
• Other Factors

Sales Promotion: All those activities other than advertising and personal selling that
stimulates consumer purchasing. It includes activities like distribution of free samples,
premium of bonus offers, free coupons, etc.

Advantages of Sales Promotion:

• The cost of sales promotion per unit is quite low.


• It provides support to personal selling and advertising.
• It makes a product acceptable to consumers faster.
• Management can have an effective check on the result achieved through this.
• It is the best suited method for new products.

Drawbacks of Sales Promotion

• Incentives offered through sales promotion are artificial. ales promotion schemes
are offered during particular seasons.
• It is mainly intended to sell substandard products.

Methods of Sales Promotion

• By distributing samples of product.


• By issuing coupons to customers.
• By giving premium or business offers.
• By giving price-off offers.
• By demonstration at fairs and exhibitions.
• By giving exchange offers.
• By issuing trading stamps to customers.
• By Organising price contests.

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Distinction between advertising and sales promotion

Points of Sales promotion Advertising


distinction
Meaning Marketing activities which Any paid form of impersonal
stimulate consumer buying and presentation and promotion of a
dealer effectiveness. product or service or idea by an
identified sponsor.
Time Short -term Long term
Aim To increase sales To build image of product and producer
Scope Free samples, coupons, Newspapers, TV, radio, films, other
contests, offers, exhibitions, media.
etc.
Regularity Limited period, non recurring. Regular and recurring.
Emphasis Supplement to advertising and Informs, persuades and reminds
personal selling, pushes buyers, attracts customers towards the
product towards buyers. product.

Distinction between advertising and publicity:

Basis of Advertising Publicity


distinction
Sponsor Identity of sponsor is clearly known. Identity of sponsor is not
known.
Source Message originates from advertiser. Message originates from
media.
Payment Advertiser has to pay to media owners Firm involved does not have
to pay.
Control Sponsor has control over the contents Media has control over the
and timings of the message. contents and timings of the
message.
Nature of Persuasive message designed to Informative message
Message persuade customers to favour a product, designed to inform public.
service, idea or organisation.

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Definition of Brand and Branding

Brand means any identification mark such as trade name, mark, symbol, picture, design,
colour, etc. used to identify the product of a seller and to differentiate it from
competitors’ product.

Branding is process of assigning a distinctive name to the product by which it is known


and remembered.

Know the Terms

Brand Promotion: Brand Promotion is a process which involves informing, persuading


convincingly and influencing the buyers’ purchasing decision in favour of a particular
brand. It helps to build consumer loyalty and long term relationship with the consumers.

Brand Loyalty: Brand loyalty may be defined as the tendency of the consumers to
continuously purchase the products of one brand over the other brands.

Brand Equity: It may be defined as the additional value that the consumer attaches with
the brand that is unique from all the other brands available in the market.

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