ADVERTISEMENT MANAGEMENT

Presented By:-
• Satendra Tiwari
• Anil yadav.
Definition

• According to Ferrias and Reibsttien- Advertising is any paid form

of non-personal communication about the Organization, Product,
Service or Idea by an Identified Sponsors.

• O’guinn Allen and Semenik- defined advertising as a paid, mass

mediated attempt to pursue.

• "Advertising is any paid form of non-personal presentation and

promotion of ideas, goods and services through mass media such
as newspapers, magazines, television or radio by an identified
sponsor"-Kotler and Armstrong
 Objective of Advertising:-
• Develop Demand
• Modify Attitude of the receiver of the message
(Pepsi vs coca cola)
• To get immediate buying action and increase sales.
• Provide brand or production information (Wills-
ITC).
• Building up brand image and Company Image
(Sony)
• Introduction of new product in the market
• Supporting other Sales promotion activities.
Characteristic or Elements of Advertising
• Mass Communication (General public)
• Commercial usage (Increase the sales & profit)
• Non personal presentation (Mass media presentation)
• Paid communication (some body has to pay to advertise)
• Buying Persuasion (influence the consumer to buy or make aware
about the product)
• Appeal (attracts attention or present information to the consumer –
Pulse polio)
• Message/Theme
• Art or Science (art- creative ideas & sign and science- scientific
researcher & facts)
• Mass Media
• Identified Sponsor (brand name is identity of producer)
• Profession (paid form communication, profitable business)
 5M’S OF ADVERTISEMENT
Mission:
Sales goal, Advertising objective

Money:
Factors to consider:- Stages of plc, Market share & consumer base, Competition, Advertising
frequency, Product substitutability

Message:
Message generation, Message evaluation, Message execution, Social responsibility review

Medium:
Reach frequency impact, Major media type, Specific media vehicle, Media timing, Geographical
media allocation

Measurement:
Communication impact, Sales impact
 Role of Advertisement in Marketing process
• Advertising pursued potential customer that a particular
product is superior to the competitive product.
• It helps to educate the market in the new ways of using the
product more often.
• Advertising builds a positive image of the company that sells
the product or service.
• Advertising helps in getting in dealer & retailer support.
• Advertising helps in sustaining the market share of established
product by reinforcing the benefit or continued product wage,
which increases the market share of the product.
• In many cases it informs the target market about special
features of the product.
• It is useful in securing sales lead.
 PROMOTION MIX
• Promotion is a communication process by which the producers
of the product or services draw attention of the consumer or
prospective consumer towards their product or services.
• According to Kotler: Promotion compasses the entire
tool in the marketing mix, whose major role is persuasive
communication.
• According to Stanton: Promotion includes advertising,
personal selling, sales promotion, and other selling tools. Thus
promotion includes every activity which inspires people to buy
goods & services of company.
CHARACTERISTICS OF PROMOTION

• Customers are informed about product & service at the time of

introduction or attraction of product or service.
• Customers are reminded of the product or services of the
company.
• Customer are requested or persuaded to purchase the product
or services of company.
• Promotion include, advertising personal selling & other sales.
Components of Promotion Mix
Target
customer
Publicity

Personal
selling

Sales Advertis
promotion ing
Public relation
Direct
marketing
Advertising
• Any Paid form of a non personal presentation and promotion
of Idea’s Goods or service by an Identified sponsor.
• Can reach masses of Geographically dispersed Buyers
• Can repeat a message many time
• Is Impersonal, one way communication
• Can be very costly for some media types.
• Low cost per exposure, through overall cost are high
• Consumer perceive advertised Goods as more authentic
• Dramatized company/Brand
• Builds Brand Image and Stimulate Sales
Direct marketing
• In Direct Marketing Organization communicates directly with Target
Customers to generate response or a transaction.
• One of the major tools of direct marketing is direct response advertising
whereby a product is promoted through an advertisement that
encourages the consumer to purchase directly from the manufacturer.
• Direct marketing tools and technique are being used by the companies
that distribute their products through traditional distribution channels
and have their own sales force.
• 4 characteristics:-
Non Public
Immediate
Customised
Interactive
• It has many forms- Telephonic marketing, Direct mail, Online marketing
etc.
Publicity
• It refers to non personal communication regarding an organization,
product, service or Idea, not directly paid or run under identified
sponsorship.
• It is a non personal non paid stimulation of demand of the product
or service or business unit by planting commercially significant
news or editorial comment in the print media or by obtaining a
favorable presentation of it upon radio, television or stage
• As “Fee Advertisement” publicity can be positive and stimulate
demand at no cost.
• May be perceived by the consumer as more credible because it is
not paid by the seller.
• It is not always possible as it is not in the hand of the seller.
• Publicity can be negative and hurt sells as well as company product
and Brand image.
• Content o Publicity-Message can’t be controlled.
Sales Promotion
• It consists of Short term incentive to increase the purchase or sale of
product or service. The Idea behind the Sales promotion is to generate
immediate sales.
• Sales promotion are defined as those marketing activity that provide extra
value to the Sales force, distributer and the consumer and stimulate
immediate sales.
• May be targeted at the Trade or Ultimate consumer.
• Make uses of a variety of formats like Discount Coupons, Contest etc.
• Attract attention of a strong purchase incentive, dramatize offers and boost
Lagging Sales.
• Stimulate Quick sales.
• Not effective in building long term brand preference
• Short lived.
• *Note: - Sales promotion is generally broken into 3 major categories
• Consumer Oriented sales promotion.
• Trade Oriented sales promotion
• Sales force Oriented sales promotion
Public relation
• Public relation is building good relation with
the companies various public by obtaining
favorable publicity, building up of a good
corporate image an handling or heading of
unfavorable rumors, stories or events.
Personal selling
• Personal selling defines as the form of person to person communication in
which a seller attempts to assists or pursued prospective buyer to purchase
the product or service or idea.
• This face to face interaction gives the marketers, communication flexibility
as the seller can see or hear the potential buyers’ response and modify
message accordingly.
• Most effective tool for building buyers preference, conviction and actions
• Personal interaction allows for feedback and adjustment.
• Relationship Oriented.
• Buyer’s are more attentive
• Most Expensive of the Promotional tool.
• Marketing Involves the Process of taking the final prepared product to the
intended Customers and Implementation of various of Strategies to
attract/lure/Pursued the customer to go for the Purchase of their product.
• Advertisement acts an Effective Tool to reach the Mass Audience.
 A-HAA

Thank You
AD AGENCY:
“JWT”