Advertising: Meaning, scope and functions

Advertising: Meaning, scope and functions

• 1. Advertising: Meaning, scope and functions  Advertising: Meaning, scope and functions
• 2. Meaning of Advertising Meaning of Advertising Philip Kotler says “Advertising is non-personal form of communication conducted through paid media under clear sponsorship”
• 3. Features of Advertising Features of Advertising •Paid form •Non – Personal •Identified sponsor •Any Form •Goods, services or ideas •Can be used by any organisation •Speedy communication •Mass communication
• 4. Features 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 Features of Advertising
• 5. Functions of advertising Functions of advertising •Primary functions •Secondary functions •Social functions
• 6. Primary functions Primary 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 neutrilize competitors advertising
• 7. Secondary functions Secondary functions •Helps to boost the morale of salesmen and employees, •Supports salesmen, •Reaches customers left by salesmen, •Helps to procure better employees, •Announces the location of dealers and stockists and supports them.
• 8. Social functions Social 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
• 9. Essentials of effective advertising Essentials of effective advertising •Features relating to consumers •Features relating to message •Features relating to advertising copy
• 10. Scope of Advertising Scope of Advertising •Increase in ad functions •Ad for attracting and supporting middlemen •Increase in commercial ads •Growth in media •Increase in industrialization •Increase in level of competition •Increase in readership and viewership
• 11.  Groups involved in Advertising Groups involved in Advertising •Buyers •Middlemen •Media •Advertising agency •Advertiser
• 12. Advertising as a tool of marketing Advertising 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