Sri Krishna Arts and Science College

Department of Management Science

Prof Gowrilingeswari L

Course Name: Advertising and Sales Promotion

Department of Management Science,

SKASC
What is ADVERTISING ?

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ttention ofDepartment
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of Management
Science, SKASC
“ ADVERTISING is the delivery of the
most persuasive product message at
the right time, in the right place, to
the right person, at the lowest
possible cost”
Today’s Product/Brand Manager

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Science, SKASC
 DEFINITION FROM BOOK

 Paid form of non-personal communication

about an organization, product, service or
idea from an identified sponsor, using mass
media to persuade or influence an audience.

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Science, SKASC
Advertising use to:
 inform people about products and services
 to make brand names familiar to the public

 to give the company a “personality” which sets it apart from the others.
 to remind customers about their brands at
the
right time and right place
 to tell the public about improvements in products

 to help their sales force to be more effective

 to reinforce customer confidence in his/her purchase

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Importance of Advertising
 It is very cost effective method to communicate to a large
audience.

 It helps create brand image and symbolic appeal for the

brand which is a very important for companies selling
product/services that are difficult to differentiate on
functional attributes.

 Advertising creates awareness, interest, desire and drives

the consumer to the shop.

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Popular advertising campaigns attract customers
attentions and can help generate sales.For example :

Ye dil maange more

Connecting People

The Best A Man can get

Daag Acche Hain

Desh Ki Dhadkan

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Science, SKASC
Role of Advertising in Brand Promotion

 Information and persuasion

 Introduction of new brand or brand extensions

 Building and maintaining brand loyalty among consumers

Creating an image and meaning for a brand

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How does advertising work?

Awareness

Comprehension

Conviction Action

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Hierarchy of effects

100% target audience

75% aware of the product

50% show some interest in the product

30% preferred the product

25% tried the product

15% Repurchase

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Some do’s

 Advertising should be informative.

 Advertising should be entertaining.

 Advertising should be involving.

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Some don’ts
 Advertising should never over claim any benefit in a product
or a brand.
 Never try to put down or talk down your consumers in
manner that will insult them.
Try not to compare your brand with a competitor and try
 not to show your competitor in bad light.

In case you do any comparison with your competitor or

 show your competitor it should be done in a intelligent and
tactful manner that such that it is memorable and not in bad
taste.
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Department of Management
GRAB PEOPLE

Ad can be able to grab

someone who glances for
just a second. Force
people to take a second
glance instead of simply
moving on.

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Science, SKASC
Be Clever and Creative

Attract people and represent the brand in a positive way.

A clever ad represents a clever company.

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Speak Loudly

The louder you talk,

the more people hear
you.

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Don’t make them think ( too much)

You need to get the message across in a clever way, but it

shouldn’t make people think too much. A person should know
what the ad is saying as soon as they look at it.

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Colors that pop but make sense
Colors should work with the feeling of the brand
and environment in which the ad is being placed.

Appeal to the targeted people through color, but

don’t make the colors distracting.

For a “fun” brand, use a collaboration of bright

colors. If the ad is more serious, possibly use a more
simple color scheme.

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Be informative

Every advertisement must convey a message. Ads visually

represent a message.

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Stand out and Be Memorable

Your ad should be unique, memorable and

completely different than anyone else. Be original.

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Give off a Feeling
Someone should be able to tell the company’s tone by
looking at an ad.

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Show Not Tell
Try using a more visual
way of representing a
concept instead of text.

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Use Humor : Use a Metaphor
Humor is a useful technique for attracting people to an ad.
Metaphors can be a great way to add humor.

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T H A N K Y O U !!

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