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Advertising, Sales Promotion

This document discusses advertising and sales promotion. It defines advertising as a paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The document outlines the objectives of advertising as informative, persuasive, and reminder advertising. It discusses the 5 M's of advertising as mission, money, message, media, and measurement. Finally, it discusses factors that influence media selection and how to evaluate advertising effectiveness.

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kanika
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64 views12 pages

Advertising, Sales Promotion

This document discusses advertising and sales promotion. It defines advertising as a paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The document outlines the objectives of advertising as informative, persuasive, and reminder advertising. It discusses the 5 M's of advertising as mission, money, message, media, and measurement. Finally, it discusses factors that influence media selection and how to evaluate advertising effectiveness.

Uploaded by

kanika
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Advertising, Sales Promotion

 The best advertising is done by


satisfied customers.
 The term ‘Advertising’ is derived from
latin word “Advertere”
Advertising

 Advertising any paid form of


is presentationandnonpersonal
promotion of ideas, goods, or
services by an identified sponsor. – AMA

 Advertising is to give public notice or to announce


publicity. – Webster

 Advertising has taken itself the task of interpreting


the qualities of a product in terms of consumer needs
and wants. – Prof.Sandge
Yuvaraj.D
Advertising Objectives

 A specific communication task to be accomplished with


a specific target audience during a specific period of
time.
 Informative advertising
-Aims to create Brand Awareness
and knowledge of new products. - Havells
 Persuasive advertising
-Aims to create liking, preference,
conviction, and purchase of a product /
service
Yuvaraj.D - Ujala fabric whitner, comparative ad
Advertising Objectives

 Reminder advertising
-Aims to stimulate repeat
purchase of product/Service
- Coco Cola, Pepsico, Bike ads
 Reinforcement Advertising
-Aims to convince current purchasers
that they made the right choice
- Automobile Ads

Yuvaraj.D
Functions of Advertising
The 5M’s of Advertising
Developing the Advertising Campaign

Five M’s of Reason


Advertising

Mission What are our advertising objectives?

Money How much can we spend?

Message What message should we convey?

Media What media should we use?

Measurement How should we evaluate results?


Types of Advertising
Classification of Advertising Media

Indoor Ad Outdoor Ad Direct Ad Promotional Ad

1. News 1. Hoardings/ 1. Sales Letter 1. Window


paper Bill Board Display
2. T.V 2. Posters 2.Circular 2. Interior
Letter Display
3. Radio 3. Electric 3.Booklet 3. Exhibitions
Displays
4. 4. Painted 4. Brochures 4. Showrooms
Magazine Displays
5. Store
Publication.
Factors influencing Selection of Media

Factors Reason
The class of people influenced Classification of media will depend upon the
nature of product and its market
Deciding on Reach, Frequency, & Reach and Frequency are needed to achieve
Impact advertising objectives
The reputation of the media Print Media & Mass Media
The Cost of Space Large Fund – TV
Message brief – billboard
Mass Marketing -
newspaper
Extent of Competition It has to be consider the competitor’s
product/service Advertisement
Timing of Media Ex: For Summer – A/c, fridge
For Winter – Medicine, Umbrella
Evaluating Advertising Effectiveness

 Communication Effect Research



What is the main message you get from this ad?

What do you think they want you to know, believe, or do?

How likely is it that this ad will influence you to undertake the action?
How
 does the ad make you feel?

What
 works well in the ad and what works poorly?

 Sales Effect Research


Share of expenditure

Share of Market.

Yuvaraj.D
THANK
YOU

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