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    Preeti Singh
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    This document provides an introduction to advertising, defining it as a paid form of mass communication used to promote the sale of goods, services, images, and ideas. It discusses the basics of advertising, including what it is, why companies advertise, where advertising can appear, when to advertise, and how the advertising process works. The document also outlines some key terms around advertising, the mediums used, definitions from marketing associations, factors that influence consumer response, advertising in India, considerations for effective advertising, and an overview of the marketing communication process.

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    This document provides an introduction to advertising, defining it as a paid form of mass communication used to promote the sale of goods, services, images, and ideas. It discusses the basics of advertising, including what it is, why companies advertise, where advertising can appear, when to advertise, and how the advertising process works. The document also outlines some key terms around advertising, the mediums used, definitions from marketing associations, factors that influence consumer response, advertising in India, considerations for effective advertising, and an overview of the marketing communication process.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    122 views12 pages

    Advertising

    Uploaded by

    Preeti Singh
    This document provides an introduction to advertising, defining it as a paid form of mass communication used to promote the sale of goods, services, images, and ideas. It discusses the basics of advertising, including what it is, why companies advertise, where advertising can appear, when to advertise, and how the advertising process works. The document also outlines some key terms around advertising, the mediums used, definitions from marketing associations, factors that influence consumer response, advertising in India, considerations for effective advertising, and an overview of the marketing communication process.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 12

    Advertising

    An introduction

    By Preeti Singh
    Asstt.Prof.IITM
    Objective of study

    • basics of advertising

    • an insight about advertising as a


    communication process.
    Advertising
    • What?
    • Why?
    • Where?
    • When?
    • How?
    What is advertising?
    • Advertising means a source of mass
    communication.
    • Its just like “paid communication”
    • Advertising promotes the sales of
    goods ,services, images and ideas
    through information and persuasion.
    It helps in selling.
    Definition
    • It is a “public announcement”
    • Advertise means to announce or to
    inform
    • An announcement to the public of a
    product , service or idea through a
    medium to which the public has
    access.
    Mediums of advertising
    • Print- newspaper, posters banners
    and hording
    • Electronic-radio, television ,video ,
    cable, phone internet, any other.
    The American Marketing Association Chicago defines
    advertising as , “any paid form of non-personal
    presentation of ideas, goods.& services by an
    identified sponsor”.

    • Any form
    • Non personal
    • ideas
    •Advertising as a substitute of human salesman
    •Advertising is the business of creative thinking for
    commercial advantages.
    Effect of promotional tools on consumer response

    ing
    Ad el l
    ve s
    rti
    si n nal
    g r so
    Pe
    Effectiveness

    n
    io
    PR

    ot
    &

    om
    Pu

    Pr
    bli
    cit

    s
    le
    y

    Sa

    Awareness Interest Desire Action


    In India
    • In India the advertising business is
    growing at the rate of 30% to 35%
    annually.
    • The total advertising expenditure in
    India is about $5 Billion.
    • It is a 1200 crore industry, even when
    billings are Rs. 8000 plus crores.
    • It is 90% of India’s GDP.
    Within the framework of advertisements the
    following should be kept in mind:

    • Understanding the Objective's) of the


    advertisement (MISSION)
    • Defining the Target Audience (MARKET)
    • Understanding the Budget (MONEY)
    • Understanding the Message (MESSAGE)
    • The Media used for putting the advertisement
    (MEDIA)
    • Seeing whether the advertisement was Effective
    (MEASUREMENT)
    The above would commonly be termed as the 6
    M’s of Advertising.
    Marketing Communication Process

    Ad media
    Print,
    Encoding electronic, Decoding
    salesman
    Advertising Target
    Publicity audience
    Sales Channel interpretation
    presentation
    receiver
    Sender

    Target
    Company audience

    Feed back
    Marketing research
    Sales reports
    THANKX ?

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