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Lecture 1

The document provides an introduction to advertising, covering its meaning, nature, objectives, and importance in marketing and society. It outlines the roles of various participants in advertising, including advertisers, target audiences, and media types. Additionally, it discusses how advertising contributes to brand building and influences consumer behavior.

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ednaafa11
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2 views

Lecture 1

The document provides an introduction to advertising, covering its meaning, nature, objectives, and importance in marketing and society. It outlines the roles of various participants in advertising, including advertisers, target audiences, and media types. Additionally, it discusses how advertising contributes to brand building and influences consumer behavior.

Uploaded by

ednaafa11
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Lecture 1

INTRODUCTION ADVERTISING
After completion of this lesson the student will be able to

understand:

Meaning, Nature and Features of Advertising

Objectives of Advertising
OBJECTIV Importance of Advertising
ES Active Participant in Advertising

Role of Advertising in Marketing Mix

Role of Advertising in Society

Advertising and Brand building


The word advertising comes form the latin word "advertere

meaning” to turn the minds of towards“

According to William J. Stanton, "Advertising consists of all the

activities involved in presenting to an audience a non-personal,


sponsor-identified, paid-for message about a product or
NTRODUCTIO
N: organization."

According to American Marketing Association "advertising is

any paid form of non-personal presentation and promotion of

ideas, goods and services by an identified sponsor"


Communication

Information
FEATURES OF
ADVERTISING Persuasion

Profit Maximisation

Non-Personal Presentation
Element of Marking Mix

Element of Creativity
FEATURES OF
ADVERTISING
Identified Sponsor

Consumer Choice

Art, Science and Profession


1. Advertiser

2. Target audience

3. Advertising Agencies
ACTIVE
PARTICIPANT
IN 4. Advertising Production People (Artists)
ADVERTISING
5. Target Audience (Readers, Listeners, Viewers
and Present
and Future Buyers)

6. Mass Media
The fundamental purpose of
advertising is to sell something - a

product, a service or an idea. In


addition to this general objective,
OBJECTIVES
OF
ADVERTISING advertising is also used by the
modern business enterprises for

certain specific objectives which


are listed below
1. To introduce a new product by creating interest
for it among the prospective customers.

2. To support personal selling programme.


Advertising maybe used to open customers' doors
for salesman.
OBJECTIVES To reach people inaccessible to salesman.
OF
ADVERTISING
4. To enter a new market or attract a new group of
customers.

5. To light competition in the market and to


increase the sales as seen in the fierce competition
between Coke and Pepsi.
6. To enhance the goodwill of the
enterprise by promising better quality
products and services.

7. To improve dealer relations. Advertising


OBJECTIVES supports the dealers in selling he product.
OF Dealers are attracted towards a product
ADVERTISING which is advertised effectively.

8. To warn the public against imitation of


an enterprise's products.
1. Promotion of Sales
2. Introduction of New Product
3. Creation of Good Public Image
IMPORTANCE
OF 4. Mass Production
ADVERTISING
5. Research
6. Education of People
7. Support to Press
1. Advertiser

2. Target audience

ACTIVE
PARTICIPANT 3. Advertising Agencies
IN
ADVERTISING
4. Advertising Production People
(Artists)

5. Target Audience (Readers, Listeners,


Viewers and Present and Future Buyers
6. Mass Media

(i) Print Media : They consist of newspapers, magazines,


journals, handbills, etc.

ACTIVE
PARTICIPANT (ii) Electronic Media : They consist of radio, television
IN motion pictures, video, multi-media and the internet.
ADVERTISING
(iii) Outdoor Media : They consist off posters, hoarding,
handbills, stickers air balloons, neon sing bill boards, local
cinema houses, and transit media.

(iv) Direct Mail : It consist of brouchers, leaflets,


pamphlets, letters and return cards addressed to
consumers.
7. Government
ACTIVE
Authorities
PARTICIPANT
IN
ADVERTISING
8. Advertising
Production Firms
Advertising and Product : A product is
normally a set of physical elements, such
as quality, shape, size, colour and other
features. The product may be of very high
quality .At times, the product is so
designed that it requires careful handling
ROLE OF
ADVERTISING
and operations.
IN MARKETING Advertising and Price : The price is the
MIX
exchange value of the product. A marketer
may bring out a very high quality product
with additional features as compared to
competitors.
Advertising and Place : Place refers to
physical distribution and the stores where
the goods are available Marketer should
see to it that the goods are available at
the convenient place and that too at the
right time when the buyers need it.
ROLE OF
ADVERTISING
IN MARKETING Advertising and Promotion : Promotion
MIX
consists of advertising, publicity, personal
selling and sales promotion technique.
Businessmen today have to face a lot of
competition.
Advertising and Pace : Pace refers to the speed in
marketing decisions and actions. It involves among other
Advertising things the launch of new products or brand variations at
greater speed than before.

ROLE OF
ADVERTISING Advertising Advertising and Packaging : The main purpose of
and packaging is protection of the product during transit, and
IN MARKETING Packaging preservation of quality and quantity.
MIX

Advertising Advertising and Positioning : Product positioning aims at


and creating and maintaining a distinct image of the brands in
Positioning the minds of the customers.
Encourage Purchasing

Reflect cultural trends


ROLE OF
ADVERTISING Promotes Economic growth
IN SOCIETY

Improves standard of living

Advertising and Brand building


Thank you

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