Introduction to Advertising

By Jasleen Rana
 PROMOTION
Promotion is the process of communication involving
information, persuasion, and influence.
It includes all types of personal and impersonal
communication producer with prospective customers as
well as middlemen.

Nature of promotion
1. The right product
2. Sold at the right price
3. In the right place
4. Using most suitable promotion.
 Objectives Of Promotion

1. Provision of product information

2. Stimulation of demand
3. Product differentiation
4. Highlighting product utility
5. Stabilisation of sales
6. Image building
 Promotion Mix
Sales Personal
Advertising Selling
promotion

Producer COMMUNICATION Customer

Public Direct
Relations Marketing
 ADVERTISING

“any paid form of non-personal presentation and

promotion of ideas, good and services of an
identified sponsor”
-American Marketing Association

Advertising is the dissemination of information

concerning an idea, product or service to induce
action in accordance with the intent of the advertiser.
5 M’s of Advertising
Key Concepts of Advertising
Strategy

Effective Advertising
Creative
Idea

Execution

Media
 Roles 4.of advertising

Marketing Communication Economic Societal

1. The Marketing. Role

• Marketing is satisfying customer wants and
needs by providing products (goods, services,
and ideas).
• The marketing department is responsible for
selling the product using the 4 Ps (product,
price, place/distribution, and promotion) and
brand development.
Societal Role
•Informs consumers about innovations and issues
•Helps us compare products and features
•Mirrors fashion and design trends
•Teaches consumers about new products and how to use them
•Helps sketch consumer self-image
•Facilitates self-expression through purchases
•Presents images about diversity in our world
The Economic Role
The Communication Role •Because it reaches large groups of
•Advertising is a message to a consumer people, advertising makes marketing
about a product, designed to create a more cost-efficient and lowers prices
response. for consumers.
•It is also a form of marketing •Advertising creates a demand for a
communication. brand using hard sell (persuading) and
soft sell (image building) techniques.
•Advertising uses mass communication
which uses different type of media to
transmit product information and to connect
buyers and sellers.
 Functions of Advertising
1. Promotion of sales
2. Introduction of new product
3. Creation of public image
4. Awareness and education of people
5. Support to press
 Objectives of Advertising
1. Informative advertising aims to create brand awareness and
knowledge of new products or new features of existing products.

2. Persuasive advertising aims to create liking, preference, conviction,

and purchase of a product or service. Some persuasive advertising
uses comparative advertising, which makes an explicit comparison of
the attributes of two or more brands.

3. Reminder advertising aims to stimulate repeat purchase of products

and services.

4. Reinforcement advertising aims to convince current purchasers that

they made the right choice. Automobile ads often depict satisfied
customers enjoying special features of their new car.
 Key Players

The person or organization that uses advertising

Advertiser
to send out message about its product

Advertising Agency The agency or department that creates the ad.

Channels of communication that carry out the

Media message from the advertiser to the audience.

Group of service organisations that assist

Suppliers advertisers and agencies eg. Writers,
photographers etc.

Target Audience The desired audience for the advertising

message.
 Key Players

Advertising When the advertiser

Organisation does not have in-
house agency

Advertising
Dept.

• Full service agency

• Media Specialists
External • Creative Boutiques
Agencies • Vendors (Freelance
writers etc.
 Key Players

Advertising When the advertiser

Organisation has an in-house
agency

Internal
Advertising
Dept.
• Research/Planning
• Creative
In-House Development
Agencies • Media
• Production
 Top 10 ad agencies in India
1. Ogilvy & Mather Ltd
2. GWT Hindustan Thompson Associates
3. Rediffusion – DY&R
4. Mudra Communications Ltd
5. McCann-Erickson India Ltd
6. Pressamn Advertising and Marketing Ltd
7. FCB-Ulka Advertising Ltd
8. RK Swamy BBDO Advertising Ltd
9. Trikaya Grey Advertising (India) Ltd
10.Chaitra Leo Burnett Pvt Ltd

Link: http://top10companiesinindia.co.in/2013/11/22/top-10-advertising-agencies-in-
india/
 Types of Advertising
1. Brand Advertising: the most visible type, where simply the brand is
promoted.
2. Retail or Local Advertising: A great deal of advertising, focusses on
retailers or manufacuters that sell their merchandise in a certain
geographical area.
3. Direct-Response Advertising: Can use any advertising medium including
direct mail, but the message is different from that of national and retail
ads. In that it tries to stimulate a sale directly.
4. B2B Advertising : Is sent from one business to another, it includes
messages directed at companies distributing products, as well as industrial
purchasers and professionals such a lawyers and physicians.
5. Institutional Advertising (Corporate Advertising) : These messages focus
on establishing a corporate identity or winning the public over to the
organization’s point of view,
6. Non-profit Advertising : Ads by charities, foundations, associations,
hospitals, religious groups. Etc.
7. Public Service Advertising : Communicate a message on behalf of some
good cause.
Brand Advertising
Retail or Local Advertising
Direct-response ads
B2B ad
Institutional Ads
Non-profit ads
Public service ads