Slide17Meaning of Advertising Philip Kotler says “Advertising is non- personal form of communication conducted through paid media under clear sponsorship”
Slide19Features of Advertising §Paid form §Non – Personal §Identified sponsor §Any Form §Goods, services or ideas §Can be used by any organization §Speedy communication §Mass communication
Features of AdvertisingFeatures of Advertising §Audio/Visual/Written advertising message, §Advertising is an art, §Advertising is not an exact science, §An important element of the promotion mix, §Motivates and inspires, §Controlled.
Primary functionsPrimary functions §Creates demand §Announces for new product or service §Promotes new uses of the product §Informs about changes in product, price placement §Helps in the usefulness of the product and method of using it. §Announces special offers and schemes §Reminds users §Create brand preference §Helps to neutrilise competitors advertising
Secondary functionsSecondary functions §Helps to boost the morale of salesmen and employees, §Supports salesmen, §Reaches customers left by salesmen, §Helps to procure better employees, §Announces location of dealers and stockists and supports them.
Social functionsSocial functions §Helps to improve standard of living §Crete awareness among rural masses §Creates employment §Educates consumers §Helps to solve social problems §Creates awareness about dangerous diseases §Helps to circulate important government notifications §Other social functions
Essentials of effective advertisingEssentials of effective advertising §Features relating to consumers §Features relating to message §Features relating to advertising copy
Scope of AdvertisingScope of Advertising §Increase in ad functions §Ad for attracting and supporting middlemen §Increase in commercial ads §Growth in media §Increase in industrialization §Increase in the level of competition §Increase in readership and viewership
Advertising as a tool of marketingAdvertising as a tool of marketing §Advertising and product §Advertising and pricing §Advertising and place §Advertising and other promotional tools §Advertising and competition §Advertising and market segmentations