ADVERTISING

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 INTRODUCTION TO ADVERTISING

● The word advertising comes from the latin word “advertere” meaning “to turn the mind towards”.

● According to American Marketing Association ”advertising is any paid form of nonpersonal presentation and

promotion of ideas, goods and services by an identified sponsors.”

● Advertising is an activity of attracting public attention to a product, service, or business as by paid announcements in the

print, broadcast, or electronic media. Advertising is a marketing tool and it can be used combinedly with other marketing

tools such as sales promotion, personal selling or publicity.

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OBJECTIVE OF ADVERTISING

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 OBJECTIVES OF ADVERTISING

The advertising objectives can be categorized into four main objectives;

❏ Inform
❏ Persuade
❏ Remind
❏ Reinforce

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 OBJECTIVES OF ADVERTISING

INFORM

● Advertising let people/customer know about the product and competitors about the competition.

● Advertising allows company to understand about what problems will they solve and help company to make informed

decision

● While launching a new product or early prototype, advertising will be more informative and maximum focus is given

towards awaring and informing people

Example: Reliance Jio Promotion, Campaign Advertisement

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 OBJECTIVES OF ADVERTISING

PERSUADE

● Advertising appeals customers to buy the product

● Advertisement give reason to customers to buy the products

● Advertising establishes the strong sense of association

● Advertising reflects product superiority against its competitive advertising, making customer prefer the product.

Example: Dabur Honey persuade customer by committing its honey as natural immunity booster, Toothpaste and medical soaps

advertisement claim 99.9% effectiveness and include various herbal components

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 OBJECTIVES OF ADVERTISING

REMIND

● Advertising for successful brands or products at maturity level, basically fulfill the purpose of reminding customers

about their presence.

● In mature phase, advertising is more creative and innovative.

● Advertising is for reinforcement of the central idea of the company

Example: Advertisement campaign of Coca Cola, Mc Donald, KFC

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 OBJECTIVES OF ADVERTISING

REINFORCE

● Advertising is necessary to convince their customers that they have made the right choice.

● For this, company advertise the strengths and benefits of their products or association

● Advertising depicts satisfied customers to increase the credibility towards product and brand

● Advertising is taken as a major reference factor for purchase decision making.

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ROLES OF ADVERTISING

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 ROLES OF ADVERTISING

● It increases and stabilizes the sales turnover

● It maintains the existing market and explores the new opportunities
● It provides competitive advantages to company
● It guarantees effective and quick sales
● It assists and controls product pricing
● It ensures better quality products at reasonable prices
● It establishes a brand image in customer’s mind
● It is a driving force for customers in decision making
● It provides new horizons of knowledge
● It generates and provides gainful employment opportunities

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TYPES OF ADVERTISING

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 TYPES OF ADVERTISING

There are various rationals to categorize advertising. Of all, there are four generic types of advertising;
❏ Display Advertising
❏ Video Advertising
❏ Mobile Advertising
❏ Native Advertising

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 TYPES OF ADVERTISING

DISPLAY ADVERTISING
❏ Display advertising are also referred to as “banner” advertising which are basically any types of billboards and banners.
Display advertising can be digital or in print form.
❏ Display advertising are effective for fast visual storytelling.
❏ Display advertising can be in word format or picture format or both.
❏ Such advertising can be unmoving content or animated content.
❏ Display advertising are famous in digital platforms.

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 TYPES OF ADVERTISING

VIDEO ADVERTISING
❏ Video advertising is a motion-picture or video form of advertising, where messages are conveyed in the form of video.
❏ All the TV commercials, YouTube advertisements, billboard advertisements are forms of video advertising.
❏ Video advertising are effective form of advertising as it attracts and appeals the audience and involves creativity.
Examples:
● Carlsberg Ad
● Puma Ads
● Cred Ads

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 TYPES OF ADVERTISING

MOBILE ADVERTISING
❏ Mobile advertising is the communication of product or services to mobile device and smartphone consumers.
❏ Mobile advertising includes short message services (SMS) to interactive advertising.
❏ Web banner ads, short text ads, ad breaks, in-app display, sponsored mobile applications, video ads, full ads, mobile-
popups, paip-partnership and promotion etc.

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 TYPES OF ADVERTISING

NATIVE ADVERTISING
❏ Native advertising is any paid content.
❏ It can be in text, picture, infographic and video form.
❏ The basic element of native advertising is it should be aligned and relatable to the context and medium of transmission.
❏ A native advertising is content which producer can make it, corporations can buy it and publishing platform can promote
it.

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IMPORTANCE OF ADVERTISING

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 IMPORTANCE OF ADVERTISING

● Advertising provides information about a product.

● Advertising promotes the flow of demand of product/services.
● It increases the sales and reduces the cost
● Advertising establishes market relationship
● Advertising protects products and companies for cheap imitations
● It increases the goodwill of the company
● Advertising educates customers and enhances knowledge
● It provides employment and reflects standard of living
● Advertising creates corporate and brand image
● Advertising explores new market and new opportunities

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THANK YOU !!!

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