An Introduction to Advertising Prof Sameer Kulkarni For Chanakya,3rd Sem Marketing Specialization

Definition of Advertisement Advertisement 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 advertisement Attention Value Conviction Value Retention Value Recall Value Motivational Value Empathy Value

Benefits of Advertising Advertisement Benefits to the Advertisers Benefits to the Consumers

Role of Advertising Communication with the consumers Persuasion Catalyst for change Contribution to economic growth Support in the Non commercial purpose

Impacts of advertising Impact on Product Impact on Price Impact on Competition Impact on Consumer choice Impact on Business Cycle Value addition

Functions of Advertising-I Social Function Psychological Function Economic 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: Cancer Malaria AIDS

Functions of Advertising ( psychological) Advertisement appeals to psychological motives of human beings: E.g. Thirst Safety Beauty Security

Functions of Advertising-II* Perception Persuasion Reinforcement Reminder *(According to Prof. Jagdish N. Shet)

Types of Advertisement Consumer advertisement Industrial advertisement Trade advertisement Non-profit advertisement Service advertisement Surrogate advertisement

Type of impact required by ad Promotional 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 Message Channel Receiver Noise Encoding Decoding Source Feedback The marketer The sender of the message

Communication Process Message Channel Receiver Encoding Noise Decoding Source Feedback Designing of advertisements, sales presentations, P-O-P displays, etc. Translation of the message into symbolic form

Communication Process Message Channel Receiver Noise Encoding Decoding Source Feedback Actual advertisement that contains the intended message Symbolic expression of the sender’s thoughts

Communication Process Channel Message Receiver Noise Encoding Decoding Source Feedback Television, radio, print media, telephone, direct mail, etc. Path through which the message moves to get to the receiver

Communication Process Receiver Message Channel Noise Encoding Decoding Source Feedback Person or groups of persons for whom the message is intended

Communication Process Message Channel Receiver Noise Decoding Encoding Source Feedback Process receiver uses to interpret the meaning of the message

Functions of Advertising ( Economic) For conveying value/ price function to customer: Brings attitudinal change in the customer It helps the sales in an indirect manner It establishes a rapport with the customer