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Ms Deepti Lathwal
 DEFINITION:

 Reader’s Digest :
“ The act or practice of attracting public notice so
as to create interest or induce purchase through
any system or method is called advertising.”

 American Marketing Association :

“Advertising is any paid form of non personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.”
Ms Deepti Lathwal
 Types of
advertisements
Brand Advertising

Ms Deepti Lathwal
Retail or Local Advertising

Ms Deepti Lathwal
Political Advertising
Directory Advertising
Business to Business Advertising
Public Service Advertising

Ms Deepti Lathwal
Interactive Advertising

Ms Deepti Lathwal
US ADVERTISING SPENDING
RANK ADVERTISER ADD SPENDING
1 GENERAL MOTERS 3934.8
2 PEPSI CO 2100.7
3 WALT DISNEY CO 1757.5
4 UNILEVER 1453.6
5 MCDONALD'S CORP 1273.9
6 IBM CORP 1189.0

Ms Deepti Lathwal
 EFFECTIVE ADVERTISING
 Good advertising is no accident, but a
result of careful planning and execution.

Ms Deepti Lathwal
 During the planning phase a manager
has to take consider “The Five Ms” :

Ms Deepti Lathwal
 MESSAGE

MISSION
MONEY
MEASUREMENT

MEDIA

Ms Deepti Lathwal
 MISSION:
What are the advertising objectives?
 Informative or Introductive advertising
(Apple products ads, ads of BSNL telecom services)

 Persuasive advertising
(Nike campaigns have helped increase sales by 300% during the
last decade.)

Ms Deepti Lathwal
 Reminder advertising

(Pepsi-cola has been advertised continuously

over the last 50 years.)
 Reinforcement advertising (convince current
purchasers that they made the right choice)
Automobile ads often depict satisfied customers

Ms Deepti Lathwal
 MONEY:
How much can be spent?
 MESSAGE:

What message should be sent?

MEDIA:

Ms Deepti Lathwal
 MEDIA

REACH FREQUENCY IMPACT

Ms Deepti Lathwal
• Reach
(more important when launching new products or
extension of well-known brands )
• Frequency
(more important when no. of competitors, a complex
story to tell, high consumer resistance or frequent
purchase cycle)
• Impact
(a food ad in HEALTH magazine would have a higher
impact than in FORTUNE magazine)

Ms Deepti Lathwal
 MAJOR MEDIA TYPE
 RADIO
 NEWSPAPERS
 MAGAZINES
 YELLOW PAGES
 OUT DOOR

Ms Deepti Lathwal
 Major Media types………
 TELIVISION
 DIRECT MAIL OR INTERNET
3. Www Home Pages
4. Pop-ups
5. Banner Ads

Ms Deepti Lathwal
 MEASUREMENT:

How should the results be

evaluated?
Communication impact
Sales impact

Ms Deepti Lathwal
 ADVERTISING AND SOCIAL
RESPONSIBILITY
 PUBLIC SERVICE ANNOUNCEMENTS
SOCIAL ISSUES WHICH SHOULD BE CONSIDER:-
1. ETHICAL ISSUES
2. CONTROVERSIAL PRODUCTS:-
• Tobacco
• Alcohol
• Gambling

3. SENSITIVE ISSUES:
• Racial discrimination
• Child labour
• Violence

Ms Deepti Lathwal
THANK YOU

Presented by :
DEEPTI LATHWAL

Ms Deepti Lathwal