Advertising Defined

Advertising is the non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services), or ideas by identified sponsors through the various media. AMA

Classification of Advertising
Target Audience Geographic Area Medium Purpose

Advertising can be classified by target audience, geographic area, medium, and purpose.

Classification of Advertising
Target Audience
Geographic Area Medium Purpose

Consumer advertising: Aimed at people who buy the product for their own or someone elses personal use. Business advertising: Aimed at people who buy or specify goods and services for use in business: Industrial Trade Professional Agricultural (farm)

Classification of Advertising
Target Audience

Geographic Area

Medium

Purpose

Local (retail) advertising: Advertising by businesses whose customers come from only one city or local trading area. Regional advertising: Advertising for products sold in one area or region, but not the whole country. National advertising: Advertising aimed at customers in several regions of the country. International advertising: Advertising directed at foreign markets.

Classification of Advertising
Target Audience Geographic Area Medium Purpose

Print advertising (newspaper, magazines, brochures, flyers) Electronic advertising (television, radio: commercials; Internet) Outdoor advertising (billboards, kiosks, public transport, events) Direct-mail advertising (through the Postal Service and by e-mail) POP (point of purchase) advertising

Classification of Advertising
Target Audience Geographic Area Medium Purpose

Product advertising: Intended to promote goods and services. Non-product (corporate or institutional) advertising: Intended to promote firms mission or philosophy rather than a product. Commercial advertising: Intended to promote goods, services, or ideas with the expectancy of making a profit.

Classification of Advertising
Target Audience Geographic Area Medium Purpose

Non-commercial advertising: Sponsored by or for a charitable institution, civic group, or religious or political organization. Action advertising: Intended to bring about immediate action on the part of the reader. Awareness advertising: Intended to build the image of a product or familiarity with the products name and package.

Non-product Advertising
Idea Advertising: influence special interest group & generate public opinion. For e.g. environmental issues, population explosion, dowry, child labor, human rights etc

Non-product Advertising
Service advertising -Marketing of service For e.g. Medical and healthcare services, financial services, educational services, transportation services, hospitality services,

Non-product Advertising
Surrogate advertising: when the laws of country do not permit advertising of a certain product category, the surrogate advertisement give shelter to that product by brand extension. For e.g. soda for alcoholic drink

Roles of Advertising
Marketing Role
Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.

Communication Role

Advertising is a form of mass communication. Improves standard of living and the economy by generating material consumption. Informs us about new and improved products, teaches us how to use these innovations, etc.

Economic Role

Societal Role

Advertisings role in marketing

Marketing is a processa series of actions or methods that take place sequentiallyaimed at satisfying customer needs profitably. This process includes developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities. 4Ps (marketing mix): product, pricing, place (distribution) & promotion (communication)

Advertisings role in marketing

Advertising is one of the numerous tools used in the promotion, or communication aspect of marketing. (a promotional or communication tool)

Functions of Advertising
To identify products and differentiate them from others. (branding) To communicate information. To induce consumers to try new products and to suggest reuse. (new and repeated consumers) To stimulate the distribution. To build brand awareness, preference and loyalty. To lower the cost of sales.

What makes a good advertisement? Listening:

p.31
Product liking
_______________________ _______________________

Reasons for

__________ ___________ ___________ ___________ ___________ _____

__

___________ ___________ ___________ ___________ ____

What makes a good advertisement?

Creative and effective ads should seek to:

Attract attention and retain attention. Communicate the key benefits Achieve the objective of the advertising
strategy. Avoid errors, especially legal ones.

 Questions: 1. Outdoor advertising is increasing in many countries. Is this a good thing? 2. What products do you think are suitable for outdoor advertising? 3. Make a list of the advantages and disadvantages of the major media.