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

2. 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.

3. Basic Requirements of an advertisement
Attention Value
Conviction Value
Retention Value
Recall Value
Motivational Value
Empathy Value

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

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

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

7. Functions of Advertising-I
Social Function
Psychological Function
Economic Function

8. 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

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

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

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

12. Type of impact required by ad
Promotional demand ad
Direct & Indirect action Demand ad
Industrial ad

13. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

14. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

15. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

16. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

17. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

18. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

19. Ad Spiral Pioneering: Educate consumers about the products / services
Addressing unmet needs , Level of change introduced..

20. Communication Process
Message
Channel
Receiver
Noise
Encoding
Decoding
Source
Feedback
The marketer
The sender of the message

21. 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

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

23. 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

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

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

26. 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