Promotion

‘Advertising’

Introduction:
 It is the paid for communication with consumers to inform and persuade e.g. television
and cinema advertising
 This form of promotion is sometimes referred to as ‘above the line promotion’
 A form of promotion that is undertaken by a business by paying for communication with
consumers
 Thus advertising is communicating information about a product or business through
media
o Thus targeting the appropriate market with the right media
 Successful advertising campaigns can last for considerable length of time if brand loyalty
can be established

Types of advertising:
 Broadly classified into two types
o Informative advertising:
 These are adverts that give information potential purchases
 Information include price, technical specifications main features and
places where product can be purchased
 Effective for promoting new product or communicating any substantial
change in price, design or specification.
o Persuasive advertising:
 This involves creating a distinct image or brand identity for the product
 These advertisement may not contain any detail about product
specification, prices or places to buy it
 Very commonly used in those markets where actual differentiate
between rival product are very little and thus to create a perceived
difference
 In reality there is little difference between these two styles of advertisement. The more
informative the advertisement the more persuasive it will be.

The right media:

 Communication with the public needs a message and a medium (a means of transmitting
the message)
 The bigger the firm greater the advertisement budget more is the choice there is
 Choice of media requires consideration of the following factors
o Cost
o Size
o The profile of the target audience in terms of age, income levels, interests and so
on
o The message to be communicated
o The other aspects of marketing mix
o The law and other constraints

Conclusion:
 Often firms use advertising agencies. These firms who advertise businesses on most
effective way to promote products
 Although, expensive, they offer complete promotional strategy which might prove to be
invaluable to businesses.
 Also, not all advertising is aimed at final consumers, trade advertising is aimed at
encourage stock and sell product. Products to consumers (most likely to be seen in trade
journals and magazines not available to consumers).