1. Introduction to Advertising

2. Advertising is:
Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

3. Functions of advertising
Stimulates Demand
Builds Brand Image
Develops Brand Preference
Competitive Weapon
Helps to identify products & differentiate them from others

4. Marketing Mix
Marketing Mix
Product
Price
Place
Promotion

5. Promotion mix Promotion Personal Selling Sales Promotion Publicity
Direct Marketing
Advertising

6. Classification of advertising
Advertising to Consumers:
Classified Advertising
Display Advertising
Local
Advertising
National Advertising

7. Classification of advertising
2. Advertising to Business & Profession:
Trade Advertising
Industrial/B2B Advertising
Professional Advertising
3. Non-Product Advertising:
Idea Advertising
Service Advertising
Political Advertising

8. Classification of advertising
4. Others: A) Primary Demand Advertising B) Selective Demand Advertising C) Surrogate Advertising

9. IMC (Integrated marketing communication)
With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.

10. Reasons for growing importance of Imc
Shift from media advertising to other forms of marketing communication
Increasing importance of branding
Rapid growth of internet
Demand for greater ad agency accountabilty