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Name of Institution

Amity Business School

PART I

ADVERTISING PERSPECTIVES

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Name of Institution


The American Marketing

Association has defined

Advertising as any paid form ofnon-personal presentations

and promotion of goods,

services or ideas by an

identified sponsor.

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Name of Institution


The Purpose of Advertising is :

To inform

To persuadeTo remind

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Name of Institution


To Inform Tell the market about a new product

Suggest new uses for a product

Inform the market of a price change

Explain how the product works

Describe available services

Correct false impressions

Reduce buyers fears

Build company image

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Name of Institution


To Persuade

Build brand preference and Encourage

switching to your brand using creativity/other strategies

Change buyers perception of product

attributes Persuade buyers to purchase now /

persuade buyers to call

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Name of Institution


To Remind

Remind buyers that the product may be

needed in the near future Remind buyers where to buy it

Keep it in the buyers mind during off

seasons Maintain its top-of-mind awareness

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Name of InstitutionAmity Business School

Why do I Advertise my Product?

Consumer awareness - thinking vs. feeling

products; awareness needed for high

involvement; attitude needed for low

involvement

Positive reinforcement after purchase

Exposure oriented objectives - reach andfrequency

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Some Differences to Note

Advertising refers to the art and job of

presenting goods and services etc. Itis a service. But the termadvertisement refers to the form in

which the actual massage appears

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Some Differences to Note

Advertising is paid for, hence it is a commercial transaction. Publicity is

any form of commercially significant news about a product, an

institution, a service or a person published in space or radio that is notpaid for by the sponsor.

Advertising is a paid form of publicity.

Advertising is non-personal. Whatever be the form of advertisements

(visual, spoken or written,) they are directed at a mass audience andnot directly at the individual as in the case of personal selling.

Advertisements are identifiable with their sponsor or originator, which is

not always the case with publicity or propaganda.

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Propaganda means spreading of ideas or doctrines or

messages. Like publicity and advertising it also

communicates ideas. But in propaganda there is favour

for a cause. Who is not familiar with the vigorous

propaganda on the eve of elections ? Public opinion is

sought to be influenced in form of something.

Propaganda may be a paid form if a newspaper, for

example, publishes a certain matter on payment. It may

be self sponsored if the newspaper itself goes on printingsomething in favour of the subject matter. But one

feature about propaganda is that is usually temporary

and when the case no longer has an appeal, it ceases.

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INTERACTION TIME

1.Recap

2.Discussion overAdvertisements on I,P,R

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Advertising Communication:

Communication Model

Advertising Model

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Advertising Communication:

Source Dimensions the sponsor, the

author and the persona Message Dimensions autobiography,

narrative, drama

Receiver Dimensions implied, sponsorsagents and actual consumers who decode

the message

Noise & Feedback

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Classification of Advertising

1.By Target Audience

2.By Geographical Area

3.By Medium

4.By Purpose

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1. By Target Audience

CONSUMER ADVERTISING

BUSINESS ADVERTISING

TRADE

PROFESSIONAL

AGRICULTURAL

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2. By Geographical Area

RETAIL ADVERTISING

REGIONAL ADVERTISING

NATIONAL ADVERTISING

INTERNATIONAL ADVERTISING

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3. By Medium PRINT ADVERTISING

BROADCAST ADVERTISING

RADIO TV

OUT-OF-HOME

TRANSIT DIRECT MAIL

MOBILE

INTERNET

SOCIAL MEDIA

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4. By Purpose

PRODUCT ADVERTISING

NON-PRODUCT / CORPORATEADVERTISING

COMMERCIAL ADVERTISING

NON-COMMERCIAL ADVERTISING ACTION ADVERTISING

AWARENESS ADVERTISING

DE-MARKETING

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FUNCTIONS OF ADVERTISING

To identify products and differentiate

them from others

To communicate information about

the product, its features and its

location of sale, etc

To induce consumers to try new

products and to suggest reuse

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To increase product use

To stimulate distribution of product

To build value, brand preference andloyalty

To lower the overall cost of sales

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EFFECTS OF ADVERTISING

EFFECT ON VALUE OF PRODUCTS

EFFECT ON PRICES EFFECT ON COMPETITION

EFFECT ON CONSUMER DEMAND

EFFECT ON CONSUMER CHOICE EFFECT ON BUSINESS CYCLE

EFFECT ON OUR VALUE SYSTEM

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DISCUSSION-ADVERTISING ETHICS: OFFENSIVENESS

DECEPTION

SUBLIMINAL MYTH

SOCIAL RESPONSIBILITY UNFAIR ADVERTISING

FDA, NLEA, FTC, NARC

PATENT & TRADEMARK OFFICE

COPYRIGHT

COMPARATIVE ADVERTISING

BAIT ADVERTISING

GUARANTEES AND WARRANTIES

TESTIMONIALS

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