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Marketing Mix Price Place Product Sales Promotion Mass Selling Personal Marketing Mix Price Place Product Copy thrust Media types Kind of advertising Target audience Who will do the work? Publicity Advertising

Definition Advertising is any paid form of non-personal communication of any goods, services or idea by an identified sponsor. Advertising is the non-personal communication of marketing related information to a target audience, usually paid for by the advertiser, and delivered through mass media in order reach the specific objectives of the sponsor. Advertising is a message paid for by an identified sponsor and delivered through some medium of mass communication and is a persuasive communication.

Functions of Advertising Stimulates demand Strengthens other promotion mix elements Develops brand preference Cuts costs Lower prices Competitive weapon

Advertising Objectives Advertising usually has one of three purposes. If a product is in the introductory stage of the product life cycle, advertising will educate people about the new product. Other product advertising emphasizes a brand’s features and tries to convince the target market to choose it over competing brands. Last, many ads are designed to ensure that people don’t forget about a product that is already well established. In summary, marketers use advertising messages to accomplish three primary objectives: to inform, to persuade, and to remind.

Setting Advertising Objectives Introduce New Products Position Brands Obtain Outlets Ongoing Contact Support Sales Force Get Immediate Action Maintain Relationships Strategy Decisions in Setting Advertising Objectives

Benefits of Advertising Information Brand Image Building Innovation Growth of media

Effect of Advertising on Economy Effect on the value of product and services Effect on prices Effect on consumer demand and choices Effect on competition

Types of Advertising By Coverage Local: Local in scope, advertising products offered in a city, town, urban area or region. National: Nationwide advertising typically used to build brand image. International: Products advertised in two or more countries, often customized to the local culture. Global: Standardized advertising used in different countries worldwide with a unified image and message.

By Task Commercial: Advertising designed to persuade consumers to purchase products in order to generate revenues and profit. Non-commercial: Advertising by not-for-profit organizations and government that is not specifically profit oriented. Corporate: Advertising designed to build goodwill for a company among stockholders, employees, distributors, the public, and the government. Public Service: Advertising donated by agencies, the media, and advertisers that support causes and social welfare activities.

By Media Type Indirect response: Advertisements that use the indirect mass media of electronics, print, or outdoor delivery systems. Direct Response: Advertising that provides a mechanism for direct consumer action via toll free telephone number, mail-in coupon, fax number, or similar device.

By Target Audience Consumers Advertising: Advertising directed at individuals, household, and families buying for themselves or others. Business Advertising: Advertising directed towards people who buy or use products in businesses. However, business advertising sometimes appears in consumer-oriented media such as television and newspapers.

Industrial Advertising: this targeted people who buy or use the materials and services needed to conduct business or to manufacture other products. Trade Advertising: targets intermediaries such as wholesalers and retailers that buy goods for resale to customers. most trade advertising is placed by producers that want their goods and services distributed by the intermediary.

Professional Advertising: is directed towards licensed professional practitioners such as lawyers, accountants, doctors, dentists and engineers. This type of advertising may be used to persuade professionals to buy a particular product useful in their work or to recommend that product to their patients or clients.

Principles of Advertising According the American Advertising Federation Advertising Principles are Truth Substantiation Comparisons Bait advertising

Guarantees and Warranties Price claims Testimonials Taste and Decency