Advertising

1. What is Advertising ?
2. Characteristics of Advertising
3. Five M of Advertising
4. Role of Advertising
5. Functions of Advertising
6. Methods of Classification
7. Types of Advertising
 What is Advertising?

According to AMA –
“It is any paid form of non – personal
presentation and promotion of ideas,
goods, services by an identified sponsor.”
ADVERTISING is a paid form of
communicating a message by the use of
various media. It is persuasive,
informative, and designed to influence
purchasing behavior or thought patterns.

Advertising may be described as the

science of arresting human intelligence
long enough to get money from it.
—Leacock, Stephen Butler
 Characteristics of Advertising
1. A paid form, although in case of PSAs (Public Service
Announcements) use donated time & space.
2. Sponsor is identified.
3. It is strategic communication driven by objectives, & these
objectives can be measured to determine its effectiveness.
4. It reaches a large audience of potential customers.
5. The message is conveyed through many different kinds of
media, which are largely non personal.
So Advertising is paid persuasive communication that uses
non personal mass media- as well as other forms of
interactive communication- to reach broad audiences to
connect an identified sponsor with a target audience.
Advertising Campaign

A series of related
advertisements focusing
on a common theme, slogan,
and set of advertising appeals.

5
The 5 Ms of Advertising

• Mission – objectives
• Money – budgets
• Message – communication
• Media – what vehicles?
• Measurement - evaluation
 Major Decisions in Advertising

Objectives
Objectives Setting
Setting

Budget
Budget Decisions
Decisions

Message
Message Decisions
Decisions Media
Media Decisions
Decisions

Campaign
Campaign Evaluation
Evaluation
 Role of Advertising

1. The marketing role

2. The economic role
3. The societal role
4. The communication role
 Role of Advertising
1. To inform, remind and persuade consumers
2. Helps in building relationships with consumers
3. Makes the job of Sales Personnel more efficient
4. To support new products by generating awareness
5. Contribute to economic growth by expanding the
market
6. Growth of Media by generating revenues for it
7. Helping research and innovation by generating more
demand
8. Catalyst for change
9. Tells & shows uses to the consumers
 Functions of Advertising

1. Builds awareness of products & brands.

2. Creates a brand image.
3. Provides product & brand information.
4. Persuades people.
5. Provides brand reminders.
6. Reinforces past purchases & brand
experiences.
 Types of Advertising
Advertising

Media Used Geographic For Whom Purpose

1. Print: Newspapers, Coverage
1.Comsumer 1. Primary or
Magazines 1. National Secondary
Adv.
2. Electronic :TV,Radio demand
2. Regional
2. Industrial
3. Outdoors 2. Social or
3. Local
Adv. Non
4. Internet 4. International commercial
5. Others 3. Direct or
Indirect
Types of Media Advertising

Newspapers
Newspapers
Magazines
Magazines
Radio
Radio
Television
Television
Outdoor
Outdoor Media
Media
Internet
Internet
Alternative
Alternative Media
Media
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