Advertising

Any paid form of non personal presentation and promotion of ideas,

goods or services by an identified sponsor.

Or

The attempt to influence the buying behavior of customers of clients

with a persuasive selling message about products and or services.

In business, the goal of advertising is to attract new customers by

defining the target market and reaching out to them with an effective
ad campaign.

Advertising can reach masses of geographically dispersed buyers at a

low cost per exposure and it enables the seller to repeat message many
times. For companies that want to reach a mass audience, TV is the
place to be.

The Promotion Mix

The promotion mix is the marketer’s bag of tools for communicating

with customers and other stakeholders. All of these many tools must be
carefully coordinated under the concept of integrated marketing
communication in order to deliver a clear and compelling message.

A company’s total promotion mix; also called its Marketing

Communication Mix- consists of the specific blend of advertising, public
relations, personal selling, sales promotion and direct marketing tools
that the company uses to persuasively communicate customer value
and build customer relationships. Definitions of the five major
promotion tools follow.

-Advertising: Any paid form of non personal presentation and

promotion of ideas, goods, or services by an identified sponsor

- Sales promotion: Short term incentives to encourage the purchase or

sale of a product or service

-Personal Selling: Personal presentation by the firms’ sales force for the
purpose of making sales and building customer relationships

- Public Relations: Building good relations with the company’s various

publics by obtaining favorable publicity, building up a good corporate
image, and handling or heading off unfavorable rumors, stories and
events.

- Direct Marketing: Direct connections with carefully targeted individual

consumers to both obtain an immediate response and cultivate lasting
customer relationships- the use of direct mail, the telephone, direct-
response television, email, the internet and other tools to communicate
directly with specific consumers.
 IMC-Integrated Marketing Communications

Carefully integrating and coordinating the entities many

communications channels to deliver a clear, consistent and compelling
message about the organization and its products.

IMC ties together all of the company’s messages and images.

IMC Diagram
Steps in developing Effective Marketing/Advertising Communication:
pg:409

 Identify the target Audience

 Determine the communication Objectives
 Design a Message- The message should get ATTENTION, hold
INTEREST, arouse DESIRE and obtain ACTION; A frame work
known as the AIDA model
 Choose the medium through which to send the message
 Select the message source
 Collect Feedback

Understanding the consumer needs and want:

Awareness-Knowledge-Liking-Preference-Conviction- Purchase