ADVERTISING

Dr Seema Bashier
Meaning

Philip Kotler:

■ “Advertising is any paid form of non-personal presentation and promotion of goods,

services, or ideas by an identified sponsor.”

Kotler and Armstrong –

■ “Advertising is any paid form of non-personal presentation and promotion of ideas,

goods and services through mass media such as newspapers, magazines, television or
radio by an identified sponsor”.
■ “Good advertising does not just circulate information. It penetrates the public mind with
desires and belief.”
■ The modern age is an era of competition manufacturers have to think of new and
unfamiliar uses for their products or they have to find out new buyers for their products.
■ To put it more clearly demand creation is as important as meeting existing demand.
■ For demand creation what is more important is advertisement.
■ Advertisements could do wonders if they are properly done. 
Elements of Advertising

■ In describing advertising we refer to 4 broad factors:

■ 1. Advertising Strategy
 Strategy is the logic and planning behind the advertisement that gives it direction and
focus.
 The advertiser develops an Ad to meet specific objectives, carefully directs it to a
certain audience , creates its message to speak to its audience’s most important
concerns, and runs it in media.
■ 2. Creative Idea
 The creative concept is the ad’s central idea that grabs your attention and sticks in your
memory.
 Creativity is required everywhere in an Ad.
■ 3. Creative execution
 Effective Ads are well executed.
 Advertisements often sets the standard or establishes the cutting edge for printing,
broadcasting, and internet design because clients demand the best production their
budget allows.
■ 4. Creative media use
 Every message has to be delivered somehow.
Characteristics of Advertising

■ 1. Tool for Market Promotion:

 There are various tools used for market communication, such as sales promotion, personal
selling, and publicity.
 Advertising is a powerful, expensive, and popular element of promotion mix.

■ 2. Non-personal:

 Advertising is a type of non-personal or mass communication with the target audience.

 A large number of people are addressed at time.

 It is called as non-personal salesmanship.

■ 3. Paid Form:
 Advertising is not free of costs.
Advertiser, called as sponsor, has to
spend money for preparing message,
buying media, and monitoring advertising
efforts.
 It is the costliest option of market
promotion.
 Company has to prepare its advertising
budget to appropriate advertising costs.
■ 4. Wide Applicability:
 Advertising is a popular and widely used
means for communicating with the target
market.
 It is not used only for business and
profession, but is widely used by
museums, charitable trusts, government
agencies, educational institutions, and
others to inform and attract various
target publics.
■ 5. Varied Objectives: ■ 6. Forms of Advertising:

 Advertising is aimed at achieving various ■ Advertising message can be expressed in

objectives. written, oral, audible, or visual forms.

 It is targeted to increase sales, create and ■ Mostly, message is expressed in a joint

improve brand image, face competition, form, such as oral-visual, audio-visual,
build relations with publics, or to educate etc.
people.
■ 7. Use of Media:
 Advertiser can use any of the several
advertising media to convey the message.
 Widely used media are print media
(newspapers, magazines, pamphlets,
booklets, letters, etc.), outdoor media
(hoardings, sign boards, wall-printing,
vehicle, banners, etc.), audio-visual
media (radio, television, film, Internet,
etc.), or any other to address the target
audience.
■ 8. Advertising as an Art:
 Today’s advertising task is much
complicated.
 Message creation and presentation
require a good deal of knowledge,
creativity, skills, and experience.
 So, advertising can be said as an art.
 It is an artful activity.
■ 9. Element of Truth:
 It is difficult to say that advertising
message always reveals the truth.
 In many cases, exaggerated facts are
advertised.
 However, due to certain legal provisions,
the element of truth can be fairly
assured.
■ 10. One-way Communication:
 Advertising involves the one-way
communication.
 Message moves from company to
customers, from sponsor to audience.
 Message from consumers to marketer is not
possible.
 Marketer cannot know how far the
advertisement has influenced the audience.
Nature of Advertising

■ Advertising is a growing business today.

■ It has been gaining importance in every economy.
■ The role which advertising plays continues to increase in significance year after year.
■ The host of new products marketed, the expenses and the risks involved in launching them, and
the low cost of personal selling are among the conditions which have placed a heavy
responsibility on the advertising industry.
■ In India, with its growing productive capacity and output, there is a need for finding consumers
for this growing output, and advertising plays an important role in the process of moving the
goods from the producers to the consumers.
■ With mass marketing to distribute the output of our production, the gross national product may
increase to a considerable extent.
■ Advertising helps to increase mass marketing while aiding the consumer to choose from amongst
the variety of products offered for his selection.
Objectives

■ Advertising Programme as an integral part of the promotion campaign may have one or
more of the following specific objectives:
■ (1) Promotion of New Product: ■ (2) Support to Personal Selling:

 Advertising can make prospects at least  Advertising can move the prospect
aware of the entry of the new product in nearer and nearer to the point of
the market. purchase.

 Under favourable atmosphere,

salesman’s job is easier and simple.

 Actual closing of sale is, thus, facilitated

by advertising.

 Selling costs are reduced incidentally.

 It should be noted that advertising and

salesmanship are really complementary
and in no way competitive tools of
promotion.
■ (3) Brand Patronage:
 In the long run, effect of advertising on
brands and campaigns may be of great
importance.
 The advertising programme can aim at
consumer awareness and attitudes.
Buyers may be induced to purchase and
re-purchase.
 If the trial is satisfactory, consumers may
stick with the brand.
 Thus, advertising tries to create and
retain brand preference and brand
loyalty.
■ (4) Immediate Buying Action:
 Advertising may attempt to obtain
immediate buying action.
 For instance, mail order advertisement,
direct-action retail advertisement, price-
deal offers, last-chance offers are special
advertisements persuading prospects and
securing prompt actions.
 Direct mail is the usual medium for
coupons, samples, and other forms of
direct-action advertising.
■ (5) Pre-Sold Goods:
 Well-advertised brands are pre-sold
goods. Buyers are pulled by such
advertisements.
 Supermarket advertisers pull customers
and goods are sold without active help of
counter sales force.
■ (6) Dealer Support:
 National or big firms advertise
extensively and intensively to support
dealers and distributors so that they can
assure accelerated distribution.
 Advertising alone can create mass
markets for products which are
intrinsically sound and can easily fill the
customers’ needs and desires.
 Mass marketing brings about reduction
in the cost of production as well as cost
of distribution.
Types
■ 1. Brand
■ The most visible type of advertising is
national consumer, or brand advertising.
■ Brand advertising such as Volkswagen’s
Beetle, iPhone, etc focus on development
of a long-term brand identity and image.
■ 2. Retail and local advertising
■ A great deal of advertising focuses on
retailers or manufacturers that sell their
merchandise in a certain geographical
area.
■ The message announces facts about
product that is available in nearby stores.
■ 3.Direct response advertising
■
Direct response advertising can use any
advertising medium, including direct
mail, but the message is different from
that of national and retail advertising in
that it tries to stimulate a sale directly.
■ The consumer can respond by telephone
or mail, and the product is delivered
directly to the consumer by mail or some
other carrier.
■ Of particular importance in direct-
response advertising has been the
evolution of the Internet as an
advertising medium.
■ 4.Business to business advertising
(B2B)
■ B2B is send from one business to
another.
■ For example, it includes message directed
at companies distributing products, as
well as industrial purchasers and
professionals. B2B is not directed at
general consumers.
■ Advertisers place most business
advertising in professional publications or
journals.
■ 5.Institutional Advertising
■ Also called as corporate advertising.
■ These messages focus on establishing a
corporate identity or winning the public
over to organisations point of view.
■ 6.Non-profit Advertising
■ Not for profit organisations like hospitals,
museums, religious institutions advertise
for customers, members and volunteers,
as well as for donations and other forms
of program participations.
■ 7.Public Service Advertising (PSA)
■ PSA communicates a message on behalf
of some good cause, such as stopping
drunk driving or prevent child abuse.
■ These advertisements are usually created
by advertising professionals free of
charge and the media often donate the
necessary space and time.
Other forms of Advertising
■ (1) Product Advertising
■ When the company tries to sell its
products or services through advertising,
it may be referred to as product
advertising.
■ (2) Institutional Advertising:
■ Where the advertising is to project the
image of a company or its services, it is
known as institutional advertising.
■ Institutional advertising is not at all
product-oriented, but is designed to
enhance the image of the company.
■ Institutional advertisements are not
aimed at consumers.
■ Whereas it is aimed at shareholders,
creditors and various sets of publics.
■ (3) Primary Demand Advertising:
■ It is intended to stimulate primary
demand for a new product.
■ It is heavily utilised during the
introduction stage of the product life
cycle.
■ (4) Selective or Competitive Advertising:
■ When a product enters growth stage of
the life cycle and when competition
begins, advertising becomes competitive
and selective.
■ Under this type of advertising,
information will be less and it will be
more emotional.
■ Pricing also will be used as a key
promotional weapon as products become
very similar.
■ (5) Comparative Advertising:
■ When there is severe intensity of
competition, comparative advertising is
resorted to, comparative advertising
stresses on comparative features of two
or more specific brands in terms of
product/service attributes.
■ This method is adopted in the maturity
stage when similar products are fastly
appearing in the market and constitute a
stiff competition.
■ Comparative advertising “delivers
information not previously available to
consumers.”
■ (6) Shortage Advertising:
■ When there is short-supply of products
shortage advertising is resorted to.
■ Example- oil crisis. In such kind of
advertising, new promotional objectives
may be incorporated such as- 
■ (a) Educating the people about the most
economic use of the product. 
■ (b) Making appeal to save resources. 
■ (c) To reduce customer pressure on the
sales force.
■ (7) Co-Operative Advertising:
■ ■
When manufacturers, wholesalers and
retailers join and share the expenditure
on advertising it takes the form of co-
operative advertising.
■ Such advertising would carry the names
of all the parties involved.
■ From the point of view of the customers
this is beneficial as they get the articles
directly from the authorised outlets.
■ (8) Commercial Advertising:
It is also termed as business advertising. Such
advertising is only meant for affecting increase
in sales.
■ Usually the following forms of commercial
advertising are recognised: 
■ (a) Industrial advertising — this is exclusively
meant for selling industrial products. 
■ (b) Trade advertising — advertising relating to a
trade. 
■ (c) Professional advertising — undertaken by
professionals like doctors, accountants, etc. 
■ (d) Farm advertising — exclusively used for
selling farm products such as fertilisers,
insecticides, farm implements etc.

■ (9) Non-Commercial Advertising:
■ These are usually published by charitable
institutions preferably to solicit general
and financial help e.g., collection of
donations or sale of tickets.
■ (10) Direct Action Advertising:
■ Advertising that stresses and persuades
immediate buying of the product is
known as Direct Action advertising.
■ Direct mail advertising is capable of
achieving immediate action to a greater
extent.