An Introduction to Advertising

Prof Sameer KulkarniFor Chanakya,3rd Sem Marketing

Specialization

Definition of AdvertisementAdvertisement is a paid form of non

personal communication. Advertising promotes ideas, goods and services of an identified sponsors.

The main purpose of advertisement is to create sales.

Basic Requirements of an advertisementAttention Value

Conviction Value

Retention Value

Recall Value

Motivational Value

Empathy Value

Benefits of Advertising

Role of AdvertisingCommunication with the consumers

Persuasion

Catalyst for change

Contribution to economic growth

Support in the Non commercial purpose

Impacts of advertisingImpact on Product

Impact on Price

Impact on Competition

Impact on Consumer choice

Impact on Business Cycle

Value addition

Functions of Advertising-I

ØSocial Function

ØPsychological Function

ØEconomic Function

Functions of Advertising(Social)

Consumer protection is achieved by educating through advertisement.

It helps to solve social causes, such as fighting chronic disease like:

ØCancerØMalariaØAIDS

Functions of Advertising( psychological)Advertisement appeals to psychological motives of

human beings:

E.g.

ØThirst

ØSafety

ØBeauty

ØSecurity

Functions of Advertising-II*Perception

Persuasion

Reinforcement

Reminder

*(According to Prof. Jagdish N. Shet)

Types of AdvertisementConsumer advertisement

Industrial advertisement

Trade advertisement

Non-profit advertisement

Service advertisement

Surrogate advertisement

Type of impact required by adPromotional demand ad

Direct & Indirect action Demand ad

Industrial ad

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Ad Spiral

Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..

Communication Process

FeedbackFeedback

EncodingEncoding

MessageMessage ChannelChannel ReceiverReceiver

DecodingDecoding

NoiseNoise

The marketerThe marketerThe sender of the messageThe sender of the message

SourceSource

Communication Process

FeedbackFeedback

MessageMessage ChannelChannel ReceiverReceiver

DecodingDecoding

NoiseNoise

Designing of advertisements, sales presentations, Designing of advertisements, sales presentations, P-O-P displays, etc.P-O-P displays, etc.

Translation of the message into symbolic formTranslation of the message into symbolic form

SourceSource

EncodingEncoding

Communication Process

FeedbackFeedback

ChannelChannel ReceiverReceiver

DecodingDecoding

NoiseNoise

Actual advertisement that contains the intended Actual advertisement that contains the intended messagemessage

Symbolic expression of the sender’s thoughtsSymbolic expression of the sender’s thoughts

MessageMessage

SourceSource

EncodingEncoding

Communication Process

FeedbackFeedback

ReceiverReceiver

DecodingDecoding

NoiseNoise

Television, radio, print media, telephone, direct Television, radio, print media, telephone, direct mail, etc.mail, etc.

Path through which the message moves to get to the Path through which the message moves to get to the receiverreceiver

MessageMessage ChannelChannel

SourceSource

EncodingEncoding

Communication Process

FeedbackFeedback

DecodingDecoding

NoiseNoise

Person or groups of persons for whom the message is Person or groups of persons for whom the message is intendedintended

MessageMessage ChannelChannel ReceiverReceiver

SourceSource

EncodingEncoding

Communication Process

FeedbackFeedback

NoiseNoise

Process receiver uses to interpret the meaning of the Process receiver uses to interpret the meaning of the messagemessage

ReceiverReceiver

DecodingDecoding

MessageMessage ChannelChannel

SourceSource

EncodingEncoding

Functions of Advertising( Economic)For conveying value/ price function to

customer:

ØBrings attitudinal change in the customer

ØIt helps the sales in an indirect manner

ØIt establishes a rapport with the customer