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MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.1: Introduction
The trade of advertising is now so near to perfection that it is not easy to
propose any improvements.
---Samuel Johnson
The competent advertising man must understand psychology. The more
he knows about it the better. He must learn that certain effects lead to
certain reactions & use that knowledge to increase results & avoid
mistakes. Human nature is the same today as in the time of Caesar. So
the principles of psychology are fixed & enduring. We learn, for
instance, that curiosity is one of the strongest of human incentives.
--- Claude Hopkins
The field of advertising management is made up of a system of
interacting organizations & institutions, all of which play a role in the
advertising process. At the core of this system are advertisers, the
organizations that provide the financial resources that support
advertising. Advertisers are private or public sector that uses mass
media to accomplish an organizational objective. It is the decision to
invest resources in purchasing time or space in such mass media as TV,
radio, newspapers or magazines that basically distinguishes advertisers
from non-advertisers. Advertisers make use of mass media. Non-
advertisers do not.
---An Introduction
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MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.2: Introduction to Advertising
Advertising is a paid form of non-personal communication.
Advertising promotes ideas, goods & services of an identified
sponsor. The main purpose of advertising is to create sales.
The five important messages from the above definition are as
follows:
1. Advertising is a paid form of communication. It is paid bec the
advertiser has purchased time & space.
2. It is non-personal in nature, bec it is not directed towards anindividual, i.e., no face-to-face presentation.
3. Purpose of advertising is to promote ideas about products &
services.
4. Advertising is done to create interest in goods & services.
5. Advertising is issued by an identified sponsor; advertising is done
by the source.
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MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.3: Brief History to Advertising
History informs that advertising is about 5000 years old. There
were 3 forms of advertisements before the print form came into
being:
1. Trade mark
2. Town criers
3. Signs
Trade mark: Artisans & craftsmen placed their mark on thegoods to get identified with respect to the skill they possess. Even
today, we can see this practice.
Town criers: The town-criers are paid to go around streets of thetown & make announcements. This practice is followed even
today in some parts of rural India. The announcers use the drums
to do the job.
Signs: In this method, the product name is displayed on a rockthro painting. People, who pass by, notice it. This type of outdoor
advertising is common even today (wall paintings, shop painting).
Handbill was the first printed form of advertisement across UK.
The first ad in the USA was printed in Boston Newsletter.
Presently, there are 3 professional bodies in India which represent
the advertiser, the agency & the media. They are:
1. Indian society of Advertisers ISA
2. Indian Newspapers Society INS
3. Advertising Agencies association of India AAAI
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MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.4: The Advertiser
The advertiser is the core institution of the field of advertising
management & expenditures of advertisers provide the basis for
estimates of the size of the advertising industry.
Most are small, private or non-profit organizations utilizing
broadcast or print media on a local basis in the immediate region
or metropolitan area in which they are located.
Small & large-scale advertisers can be distinguished according to
the degree to which they use the facilitating institutions. Private
Citizens & many local small-scale advertisers, for ex, buy media
time or space directly & do not use an ad agency.
The typical large national advertisers will have one or more
advertising agencies under contract & will buy numerous types of
research services.
Advertisers differ according to the markets they serve, the goods
& services they produce & the media they use. In the private
sector, advertisers can be distinguished according to whether they
are predominantly consumer, industrial or retailadvertisers.
In many instances, advertising management is done by a brand
manager who is responsible for managing all marketing-related
aspects of the brand.
Consumer product manufacturers (non-durables) use TVs, radio
while that of durable manufacturers use print media, as the
products are technical & need time for going thro &
understanding the ads. Print is also made use of retailers.
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Non-profit organizations, such as schools, churches, hospitals &
libraries are increasingly making use of local advertising.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.5: Brand Manager
The brand manager makes the advertising policy decisions &
interacts with the ad agency. He is responsible for all marketing
aspects of the brand & internally, draws upon the full range of
line & staff resources of the organization.
In recent years, however, some large client companies have moved
away from traditional brand management organizational
structures. Many companies that market multiple brands within
the same product category have introduced a higher-level post of
category-manager.
The brand manager role is particularly important in the study of
advertising management.
A product or a specific version of a product a brand is thus a
major reference point for the study of advertising management.
We use the term product o r object in a general sense
throughout to refer to the reference point of advertising.
It can be something tangible like a product, a service like
insurance or even an idea like Just Say No in an anti-drug
campaign. As noted, the organizational role most often used to
identify the manager of day-to-day advertising operations in a
great # of cases is that of the brand manager.
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MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.6: Facilitating Institutions
All advertisers, by definition, use some form of media to
accomplish organizational objectives. Where significant amounts
of media expenditures are involved, the advertiser will also use
the services of an ad agency & one or more research suppliers.
Together, these 3 types of institutions make up the primary
facilitating institutions of advertising management.
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Advertiser Agency Media
Research Suppliers
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Much of the organizational dynamics of advertising management
is best understood by observing the role of the facilitating
institutions in relation to the advertiser, as shown in the figure
above.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.7: Facilitating Institutions (Contd)
First, note that the ad agency is represented in a position
between the advertiser & the media. A major role of the ad
agency is the purchase of media time & space. The agency, on one
hand, is interacting with the advertiser, & on the other hand, with
one or more media organizations.
Second, note the role of research. Most large firms, at each of the
levels of the advertiser, agency & the media, will have their own
internal research departments & will each will also be purchasing
research data externally from some outside research supplier.
The research output to the system is a vital aspect on which many
of the formal models, theories & decision aids are based.
Another aspect from the figure is that a typical ad campaign
evolves from the activities of a project or a planning group
composed of representatives of the advertiser, the agency & one
or more research suppliers.
Basically, many meetings of this group will take place over the
course of campaign development. Oral presentations of creative
ideas & media plans will be made by the agency reps.
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Similarly, research suppliers will make oral presentations on the
results of a consumer survey, a copy test & so on. Much written &
telephone communication also takes place during this process.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.8: The Ad Agency/the Media/Research Suppliers
A unique aspect of advertising is the advertising agency, which, in
most cases, makes the creative & media decisions. It also often
supplies supportive market research & is even involved in the
total marketing plan. The fixed-commission method of
compensation is still the one used most often in the ad agency line.The basic compensation for most agencies is a fixed 15%, which
they receive from the media in which the ads are placed.
On non-commissionable (non-media) services ( such as
preparing brochures & collateral materials), an agency usually
marks up the suppliers invoice cost by 17.65% so that it still
keeps 15% of the total cost to the client company (of $ 85, a cut of
17.65% results in the agency getting its original 15%
commission).
Media developments have dramatically influenced the thrust of
advertising thro the years. The largest media category has been
newspapers. The newspaper is really the domain of the local
merchant.
Next the radio has emerged as an exciting ad-tool. In the 1960s,
radio started to make a comeback, finding a useful niche for itself
by providing entertainment, news & companionship particularly
for those in a car.
TV, delayed by the World War, began in 1940s. The advent of
cable TV, pay TV, video recorders & videodiscs promises to bring
to TV same level of special audiences that magazines now deliver.
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Various types of sales promotions can also be considered by the
advertiser & represent yet another kind of media.
The final type of facilitating institution is made up of companies
that supply research services to advertisers, ad agencies & themedia. There are many research agencies that supply all kinds of
research information for ad-planning purposes & for specific
decisions, such as copy & media decisions.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.9: Perspectives on Advertising
In addition to handbooks & historical perspectives, advertising
has been approached thro a variety of paths & tradition. Several
books with an economic perspective were published in the 1920s.Critics argued that advertising inhibits competition. The evolution
of advertising as an economic force in society has continued to
receive attention over the years.
The writings of sociologists, religious leaders, philosophers &
politicians are also extensive, many reflecting critical views of
advertising.
Another approach to advertising, descriptive in nature, typifiesthe introductory texts covering the principles of advertising that
have appeared from the early 1900s to present. They describe
such institutions of advertising as ad agencies & the various
media, often from a historic perspective.
Since 1913, there has been a steady stream of books firmly tied to
the behavioral discipline. This approach is largely concerned with
the analysis of the communication process, using behavioral
science theory & empirical findings.
The research tradition in advertising parallels the development of
the various media research services. It has also done much to
motivate academic work on basic advertising research & studies
of advertising effectiveness.
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The managerial tradition is really more recent in origin. Here, the
nature & role of advertising institutions & advertising techniques
tended to be the points of emphasis.
Still another approach to advertising, even more recent in origin,is the model-building perspective originating from the fields of
OR & Statistics. Although it had early predecessors, it really
began in the late 1950s with the development of decision models
concerned with allocating the media budget.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.10: Benefits of Advertising
Benefits to the advertiser:
1. An advertiser is able to establish a link bet the consumer &
himself thro ads.
2. It enables manufacturers introduce new products/services.
3. Ads help the manufacturer keep the consumers well-informed.
4. It helps in brand building exercise.
5. It helps in product adoption process.
Benefits to the consumers:
1. Acts as a guide in choosing the product.
2. It saves time.
3. Many products & services contribute to customer welfare.
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4. Provides necessary information with regard to availability &
price of the product.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.11: Role of Advertising
Communication with the consumers: Advertising is a majorway of establishing communication bet the firm & the consumer.Advertising acts as a reminder to the existing consumers &
attracts new consumers. Ads act as an effective communication
vehicle with the target audience.
Persuasion: Ads attempt to persuade the buyers.
Catalyst for change: Create ads lead to the change in perceptionof the consumer. Ads induce the consumer to change the brand.
Contribution to economic growth: Ads help in developingnewer market segments. These developments result in more
demand, more production, more income & employment
opportunities. Therefore, ads are potential weapons to improve
the economic growth of the country.
Need for non-commercial ads (NCA): The non-commercialads are mainly done in the public interest: Indian Cancer Society
campaigns with respect to How to prevent cancer. Advertisingfor a social cause is a part of non-commercial advertisements.
Normally NCAs are released in the press, cinemas & outdoor
events. Many business organizations support this type of ads &
fund them in a big way.
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The social cause may be to collect funds for a particular activity.
Advertising is a very effective method of communicating to the
public with regard to the purpose for which it is advertised such
as:
Children immunization against polio
Anti-dowry campaigns
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.12: Functions of Advertising
There are 3 basic functions of advertising:
1. Social function
2. Psychological function
3. Economic function
Social function: Consumer protection is achieved by educating
thro ads. Ads help solve social causes, such as fighting chronic
diseases etc.,
Psychological function: Ads appeal to psychological motives of
human being such as soft drink companies ads trying to meet the
psychological needs of the consumers like thirst.
Economic function (value/price equation conveyed to customers):
Brings attitudinal change in the customer to make him buy
products offered by the firm.
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It helps sales in an indirect manner.
It establishes a rapport with the customer.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.13: Types of Advertisement
Types of advertisement focus on:
Target group
Type of impact required
Geographical area
Target group: Following are the types of advertising:
Consumer advertising (includes surrogate indirect -
advertising)
Industrial advertising (to ensure consumers ask for their
product Exide)
Trade advertising (retailers/wholesalers)
Non-profit advertising (polio ads)
Geographic area:
National advertising: There are firms which advertise across
the nation. It encourages customers to buy their products
wherever they are sold. Most national ads concentrate on
the overall image.
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Local advertising: This is generally done by retailers &
wholesalers. This is practiced to give a specific location
where the promo is being undertaken.
Global advertising: This is resorted to by companies, whichare globally present, such as IBM, Intel, Compaq etc., IBM
advertises Men should think; machines should work This
highlights the company or the technology with which it is
associated.
MODULE 1: FIELD OF ADVERTISING MANAGEMENTChapter 1.14: Advertising & Marketing Mix
Advertising & Product: When a firm develops a product, it isnecessary to keep the bundle of benefits expected by the target
segment. The classification of its product is important in defining
the marketing mix. There are several ways of classifying the
product, like buyers, use, usage etc.,
Advertisement & Place: For distribution of the product, 2 basicmethods are employed: direct & indirect. The role of
advertisement depends on the variety of distribution carried out:
(a) Intensive distribution soft drinks, (b) Selective distribution
cooperative ads & (c) Exclusive distribution company
showrooms.
Advertising & Promotion: Promotion relates to thecommunication bet seller & buyer. Promotion mix constitutes
personal selling, advertising, sales promos, PR etc.,
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Advertising & Price: Price influences advertising. It isimportant to know how prices determine a product. Factors such
as competition, demand, cost of promotion, distribution have its
bearing on price.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.15: Influence of Pricing Strategy on Advertising
Skimming strategy: Assume you are the only firm selling a
product. Till it faces competition, you can keep a high price &
skim the market. The ad released for the product will feature
convenience as the key to promote the same.
Penetration pricing: To penetrate the market & to boost the sale,
penetration pricing low price -- is adopted. Once the product is
stabilized, the prices will increase. Therefore, initial ads may
emphasize low prices, while subsequent ads promote the product
quality, service, choice & location advantages.
Comparative pricing: You run ads for audio & video equipments.
You can show the regular offer with special package. By
comparing the two, the customer gets the impression that thestore offers discount prices on everything.
Competitive pricing: The ads will show wide range of products
with price of each item in bold format. Example like Big bazaar is
one such type.
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Promotional pricing: Promotion drive could clear the old stock at
the cost of a new product. Buy 1 , take 2 is one such type. Most
consumer durable companies follow this during the festive time.
Prestige pricing: In this method, the retailer of AV equipmentdoes not compete with prices. He may like to offer finest
equipment, best service & very good ambience. In this case, the ad
will not mention the price. The retailers want only those
customers who could pay higher prices in exchange for quality &
better services.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.16: Influence of PLC on Advertising
All products pass thro # of stages such as introduction,
growth, maturity & decline. The entire cycle thro which
a product goes thro is called PLC. The extent at each
stage in PLC is conditioned by factors like:
1. Benefit derived over competitive products
2. How much of consumer needs does the product fulfill
3. Substitute product availability
4. Change in taste, preference & lifestyle
Similarly, when a strategy is developed, some questions
need to be answered:
1. What is the product worth in the eyes of the consumer?
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2. What need does the product satisfies the customer?
Lifecycle model of advertising has 3 stages:
1. Pioneering stage
2. Competitive stage
3. Retentive stage
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.17: Ad PLC: Pioneering Stage
Manufacturer often thinks to introduce new products or modify
the products, customers to attract. Many times consumers may
not even bother bec they dont feel the need of it. Unless
consumer recognizes the need, they wont buy. This stage of
product is calledpioneering stage.
Advertising mode in the pioneering stage must impress that this is
an improved product. What was once thought to be a product
with limitation has been overcome. Advertising at pioneering
stage should not just present the product but must suggest any of
the following:
New usage & Habit change
In this stage, the pioneer advertiser spends money to educate the
public regarding the advantage of new product. Advertiser at
pioneering stage risks more bec if the ad is successful, will jump
into the fray.
Whether to pioneer the advertisement or wait for others to
advertise will depend on his being the leader or not. If he is a
leader, people will remember him very well. Ex: Despite several
insurance companies, LIC still scores over others.
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In simple terms, pioneering advertisement is done:
To educate consumers about the product/service
To convey the message that the new product meets theneed
Some unmet needs get fulfilled
In the pioneering stage, the consumer asks:
What the product will give him?
Is the change significant?
Consumer acceptance will take a long time.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.18: Ad PLC: Competitive Stage
When pioneering product gets customer acceptance, more people
will enter leading to acute competition.
The consumer knows the benefit from the product. The question
before him is which brand to buy?
When this happens, we say that the product has reached the
competitive stage & advertising done so is called competitive
advertisement.
Generally speaking, the pioneer will have the advantage of
leadership.
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There are many products of daily use which compete heavily, like
toothpaste, cosmetics, food items etc.,
The purpose of competitive advertising is to communicate the
product difference to the consumer.
It shows the unique product features.
These ads wont advocate the customer to use them but tell him
why they should select a particular brand?
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.19: Ad PLC: Retentive Stage
This is at the maturity stage of a product. Reminder advertising
will find useful at this stage. When a product is accepted, the likes
or dislikes of product is known, then, why should they advertise?
The main objective of advertising is to hold on to those customers,
as there is a tendency among consumers to forget the product if it
is not advertised & reminded to them. The ad reminds them that
the brand still exists.
This type of advertisement banks on high visual content and the
name of the brand being emphasized. The ad uses very few words.The body copy will be missing bec consumers dont need this
information.
Very few companies can think of reaching a point where their
product has reached the reminder stage. Usually, there will be
products of other companies challenging the leadership position.
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The aim of reminder advertising is to prevent the customer from
moving on to other products/defect. Products in the retentive
stage are the most profitable since the development cost is already
recovered. Channel of distribution is established & the customerbase is steadied.
Advertising now is matter of routine nature. Companies prefer to
have their products as long as possible in retentive stage.
Retentive stage is the critical moment in the PLC, when important
decisions are taken by the management.
Here, the company manages to maintain market share. Products
in the retentive stage need not cut marketing & promotion
strategies than pioneering or competitive stages.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.20: Ad Spiral
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Competitive
Pioneering
Retentive
New New NewRetentive Competitive Pioneering
Pion
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The bottom half of the ad spiral needs absolute creativity.
New pioneering stage: This stage attempts to make more people
use the product in 2 ways: the 1st
method is by productmodification. This is relatively minor, which involves changing the
shape, color, flavor, packaging, ingredients etc., this can be seen in
ice creams, chocolates, and shampoos.
In the 2nd method, there is a complete change of product such as
model in a car, a/cs, fridge etc. Sometimes advertising alone may
drive new consumers to the product. Archie cards started off as
wedding anniversary & birthday cards but graduated into other
occasions.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.21: Ad Spiral Beyond New Pioneering Stage
At this point, advertising may enter another cycle called new or
pioneering stage and it may ask more people to use the product.
The biggest challenge at this stage is How to make the non-user
use the product. To do this effectively, we should know Why
people were not using our product earlier? Pepsi & Coke came out
with Diet Pepsi, Diet Coke at new pioneering stage.
The focus of advertising in the new competitive stage is to get to
more people buy the brand. Saffola cooking oil moved fromretentive to new pioneering with an advertising position rather
than to product adoption.
It was positioned as low cholesterol cooking oil. The product took
advantage with more people joining the health-conscious segment,
by promoting the product qualities.
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New pioneeringcan be the result of reworking of original product
or even a line extension with a new formula. Ex: Clinic Plus. This
is related to original product clinic All Clear. Some of the phrases
used in new pioneering stage ads are Newly introduced, Micro-cleaning quality, Advanced new formula etc.,
It is not easy for a product manufacturer to move from new
pioneering to competitive or retentive stage. Either he must go for
product innovation or practice positioning strategies & make the
product look different in the eyes of the customer.
As the product moves into new stage, # of prospects will decrease.
It is also true that the product entering additional stages does not
return to the point from where it started.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.22: Significance of Advertising in Marketing
Importance of advertising:
Advertisement creates an
awareness of product & services.
Advertising acts as a
promotion tool in marketing. Advertising provides support
to sales.
Advertising contributes for
strong customer base.
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Advertisements influence to
achieve market leadership.
Advertisement action process --- a cycle:
The manufacturer gives the
advertising segment to an ad agency.
Design & preparation of
effective campaign content & selection of media.
Preparation of suitable ad to
reach the target group thro various sections of the
media.
Persuade the target group
toward point of purchase.
Payment realization (monitory
commitment of the ad).
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.23: Advertisement in Action
A product idea has to be conceivedand manufactured. It must
be put to use to meet the customer needs from the time of concept
to get acquainted with the product, thro 3 stages:
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Stage1: From a product idea, new product is made ready. At this
stage, first advertisement tells the customers: (we should
remember the customer still uses the old product)
How the new product is different in features? What are the advantages in buying the new
product?
Ex:Roll over from pagers to mobile phones.
Stage 2: By now, the usefulness & benefit of the product is known
with competitive market the producers still fight to establish. Ads
at this stage would try to establish on the ground, Why customer
should prefer this product?
Ex: Gradual switching on to mobile phone from pager & landline
phone.
Stage 3: Now the product is established. Customers are convinced.
Affordability in terms of price is established. The role of
advertisement at this stage would be to snatch the share from
competition.
Ex:Many mobile phone companies compete to get market share.
MODULE 1: FIELD OF ADVERTISING MANAGEMENT
Chapter 1.24: Summary
Advertisement is an integral part of the marketing
process
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Appropriate message is a communication intended to
make the customer act in a desired or pre-determined
manner.
There are several formulae thro which the customer is
lured to buy products.
Ads benefit the marketer as well as the consumers.
There are several impacts of advertising such as the
impact on the product, price, promotion, competition,
consumer preference, value addition etc.,
Advertising also spans over social, psychological,
economic functions.
There are several types of advertisements each havingunique features.
The elements of marketing mix must be integrated with
advertising decision to achieve the desired goals.
Life cycle model in advertising allows the product pass
thro various stages of advertising spiral as a
management tool.
Advertising makes the consumer pass thro several
stages. Advertiser uses several strategies such as pull or push
depending on the circumstances.