Role of advertising in

marketing strategy of a firm

MEGHA GUPTA

SHUBHI JAIN
Boroline.
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WHAT IS ADVERTISING??
 Every day when we watch TV or read the
newspaper, we come across advertisements.


 Advertising is a form
of communication intended to persuade its
viewers, readers or listeners to take some
action. It usually includes the name of a
product or service and how that product or
service could benefit the consumer, to
persuade potential customers to purchase or
to consume that particular brand.
 advertising and Marketing mix
 Product – Packaging, tastes, color,texture,
aroma, style and design

 Price- Above the line and below the line
advertising. Eg. Micromax -40 crores below
the line and 60 crores above the line .


Contd….
 Place



 Promotion- on the basis of appeal like fear,


Humor, infomercials, creativity, competitive,
offensive ,mobile advertising, internet,
Bluetooth, Ambush advertising, film
advertising.

 Positioning
Advertising is effectively employed to create a specific position for it’s
product among many competitive products and services.
for ex: In cigarette advertising of different brands, positioning may be
in regard to taste, or it’s strength; the third may positioned as a
personalized product, and the fourth may be positioned as a perfect
blend of taste and flavor.

Product Advertising is of three types: The PLC

 Pioneering Advertising Competitive Advertising
Retentive Advertising




Sales

Brand Positioning

Positioning :
 Brand Image

 Brand Personality

 Brand Equity

 Brand Franchise
 repositioning
 If a brand does not reposition at the right
time, it may not get a second chance.

Example---
 Iodex was almost the unassailable leader for
several years in the pain balm market but
was forced to reposition itself by Moov,
which made rapid strides. 


 Robin Blue had a powder variant before

Ujala

 segmentation
 Geographical segmentation


 Demographic segmatation-



 Psychographic segmentation

 Benefit segmentation






How to tell a lie with advertising
 Some examples
 Fairever fairness cream – saffron content to
prevent melanin formation. This preposition
was not substantiated.
 HUL SUNSILK FRUITAMINS shampoo – external
use of vitamins – could it nourish hairs .
Claimed not substantiated.
 Novartis –brand of disposable lens . These
lenses causes no protein build up but protein
build up is natural biological phenomenon .
Itstarts even if disposable lenses are put.
ease of advertising
 Interactiveadvertising.- lays ,pepsi wats ur
way-awarded YOUNGISTAN OF THE DAY.
 Retro advertising – cadbury ,Smith n jones
 Social advertising- idea goes green, dabur
immune india campaign .
 Ambient advertising
 Pop advertising
 Spoof advertising
 Covert advertising –in film advertising
 Road block advertising
 Marketing research

Relationship of advertising
with other promotion mix…
 Relationship of Advertising with
Personal Selling:
 Advertisement in magazines and newspapers
may provide leads and enquiries which
salesmen can follow.
 Salesmen may bring to the attention of his co.
Dealers the help they receive in their
marketing efforts from advertising.
 Advertising build up brand preference though
helping in making personal selling a lot more
easier.

Advertising with Personal Selling:
 Advertising aims at a group, i.e. mass while
personal selling aims at individuals.
 Salesperson can tailor the message according
to unique nature of each prospect.
 Measuring the effectiveness of advertising is
difficult, however not the case in personal
selling.
 People may skip an advt. But find it difficult
to dismiss a salesperson.
 Personal selling is inefficient for mass market
producers but mass comm.. scores over it.

Relationship of Advertising and
Sales Promotion
 Advertising predisposes a person favourably for a
product/ service /idea moving him towards its
purchase. Sales promotion takes over this time.
 Advertising informs, persuades, or reminds about
a product or service.
 Advertising make user aware of the kind of
discounts, price offs, and other prizes that are
available to them i.e. it strengthens the
effectiveness of sales promotion.
 The offers given to the customers are well
designed that leaves a greater impact.
 Helps in building customer loyalty.

Advertising with Sales Promotion:
 Advertising offers a reason to buy, sales
promotion offers an incentive to buy.
 Advertising is more frequent and repetitive in
comparison.
 While advertising is termed ‘above the line’
comm. , sales promotion may be termed
‘below the line’ comm. . The ultimate goal
of all three is to sell products, services,
reputations, projects, etc indeed everything
and anything.

Relationship of Advertising and
Public Relations
 Both are closely allied.
 Managed by same people or agency or
departments.
 Advertising with Public Relations:

 Advertising has a greater role when we are selling

a tangible product. In a service industry
however pr has a greater role, since the product
is intangible.
 Advertising and PR can’t replace each other. By PR
we create a good image. Advertising is necessary
to take advantage of that good image for actual
selling.
 PR has higher degree of credibility since it is not
paid for.


Relationship of Advertising and
publicity:
 “you can’t just put up your web site, open your
store, offer your service or manufacture a
product and then not do anything to attract
customers!"
 Here advertising is important it Provides a base for
publicity.
Advertising with Publicity:

 Advertising is openly paid for but not publicity.

 Presentation is programmed.
 Marketers have less control over publicity than
they have over advertising.
 Publicity can both be negative or positive.
 
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