WELCOME

What is
Advertising ?

By:-
Gopal Kumar Agarwal
Koustuv Business School
Advertising

The process of delivering a

message about ideas, goods and
services, through the media, paid
by an identifiable sponsor.
Characteristics Of Advertising
Non Personal form of communication
aimed at a target audience.
Used by Commercial and not for Profit
organisations.
Advertising is Paid for.
Most Advertising is concerned
ultimately with Selling.
It is a major element in a promotional
mix.
Possible Objectives
To Raise the Awareness of the Product.
To Communicate the Benefit of the Product.
To Generate leads for the Sales Force.
To Support a special Marketing Event.
To Ensure That Customers know where to
obtain the Product.
To Build Confidence in the Organisation.
Types Of Advertising
Informative- Provides Information.
Persuasive- To Encourage Brand Switching.
Reminder- To Remind about the Product.
Reinforcement- To Restore Confidence.
Pioneering- To Introduce New Product.
Competitive- To Point Out The Advantages.
Defensive- To Get Ready To Face Challenges .
Developing an Advertising Campaign
Setting the Advertising Objectives.
Define Target Market.
Determine the Advertising Budget.
Determine the Key Advertising Message.
Decide which Media To Use.
Plan Campaign Timing.
Evaluates the results of the Campaign.
5 Ms Of The Advertising
Mission – Objectives.
Money – To Pay For The Campaign.
Message- To Be Delivered.
Media- Choice Of Advertising Media.
Measure – Measuring the Impact.
Determining the Budget
The Advertising Budget will be set
in set of one of:-
What Can be Afforded.
A Given % Of Sales.
Comparison With Rivals.
Objective and Task- Whatever is
needed to achieve objectives.
Message
An Advertisement Message translates a
company basic selling proposition into
words, symbols and illustrations that are
attractive & meaningful to the target
audience.
The Messsage must be
Meaningful
Distinctive
Believeble
Main Advertising Media
Print Media – News Papers And
Magazines.
Television.
Radio.
Cinema.
Outdoors (Billboards)
Internet
Factors In The Choice Of
Media
Marketing Mix
Target Audience
Impact Of the Media
Reach and Selectivity of Media
Competition
Permanence Of the Media
Nature Of the Product
Size and Spread of the Market
Advertising Budget
Message to Be Conveyed
A Word Of Caution
Every Good Advertising cannot
overcome problems caused by:-
Poor Product.
Inefficient Service.
Uncompetitive Pricing.
Half of the Advertising is wasted- the
problem is we don’t know which half”.
Thank
You