Introduction to Advertising

Introduction to Advertising

Advertising Advertising is the paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Purpose of Advertising To promote ideas about products & services To create interest in products & services To create awareness about products & services To increase sales

Role of Advertising Communication with the Consumers Persuasion Catalyst for change Contributes to Economic Growth Change in perception Development of new market segments Need for Non-Commercial Advertisements AIDS Awareness Programme Children Immunization against diseases Anti-dowry Campaign

Functions of Advertising Social Function Non-Commercial Advertising Psychological Function Psychological Motives of human beings Soft Drinks-Thirst- Thanda Matlab Coco-Cola Economic Function Value for money

Types of Advertising Informative Advertising – Pioneering stage of product category – To build primary demand – Need to inform consumers of product Persuasive Advertising – Competitive stage of product – Build selective demand for a particular brand

Types of Advertising Comparative Advertising – Comparison of attributes of two or more brands – e.g Comparison of Maruti Swift & Hundai Santro Remainder Advertising – Maturity Stage of PCL – Remind people to purchase – e.g Coca-Cola Reinforcement Advertising – Assure current purchase that they have made the right choice – e.g Automobile ads with satisfied customers

Advertising appeal in various stages of PLC

Advertising Vs Marketing Mix Product Price Place Promotion