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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
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