Advertising, Sales Promotion

 The best advertising is done by

satisfied customers.
 The term ‘Advertising’ is derived from
latin word “Advertere”
 Advertising

 Advertising any paid form of

is presentationandnonpersonal
promotion of ideas, goods, or
services by an identified sponsor. – AMA

 Advertising is to give public notice or to announce

publicity. – Webster

 Advertising has taken itself the task of interpreting

the qualities of a product in terms of consumer needs
and wants. – Prof.Sandge
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 Advertising Objectives

 A specific communication task to be accomplished with

a specific target audience during a specific period of
time.
 Informative advertising
-Aims to create Brand Awareness
and knowledge of new products. - Havells
 Persuasive advertising
-Aims to create liking, preference,
conviction, and purchase of a product /
service
Yuvaraj.D - Ujala fabric whitner, comparative ad
 Advertising Objectives

 Reminder advertising
-Aims to stimulate repeat
purchase of product/Service
- Coco Cola, Pepsico, Bike ads
 Reinforcement Advertising
-Aims to convince current purchasers
that they made the right choice
- Automobile Ads

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Functions of Advertising
The 5M’s of Advertising
 Developing the Advertising Campaign

Five M’s of Reason

Advertising

Mission What are our advertising objectives?

Money How much can we spend?

Message What message should we convey?

Media What media should we use?

Measurement How should we evaluate results?

Types of Advertising
 Classification of Advertising Media

Indoor Ad Outdoor Ad Direct Ad Promotional Ad

1. News 1. Hoardings/ 1. Sales Letter 1. Window

paper Bill Board Display
2. T.V 2. Posters 2.Circular 2. Interior
Letter Display
3. Radio 3. Electric 3.Booklet 3. Exhibitions
Displays
4. 4. Painted 4. Brochures 4. Showrooms
Magazine Displays
5. Store
Publication.
 Factors influencing Selection of Media
Factors
The class of people influenced
Deciding on Reach, Frequency, &
Impact
The reputation of the media
The Cost of Space
Extent of Competition
Timing of Media
Reason
Classification of media will depend upon the
nature of product and its market
Reach and Frequency are needed to achieve
advertising objectives
Print Media & Mass Media
Large Fund – TV
Message brief – billboard
Mass Marketing -
newspaper
It has to be consider the competitor’s
product/service Advertisement
Ex: For Summer – A/c, fridge
For Winter – Medicine, Umbrella
 Evaluating Advertising Effectiveness

 Communication Effect Research


What is the main message you get from this ad?

What do you think they want you to know, believe, or do?

How likely is it that this ad will influence you to undertake the action?
How
 does the ad make you feel?

What
 works well in the ad and what works poorly?

 Sales Effect Research

Share of expenditure

Share of Market.

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THANK
YOU