Professional Documents
Culture Documents
Philip Kotler
Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life. Peter Drucker
FIVE Ms OF MARKETING-
MESSAGE
MISSION
MONEY MEDIA
MEASUREMENT
It
is a mass non-personal communication. It is a matter of record. It persuades buyers to purchase the goods advertised. It is a marketing tool.
Promotion
of sales. To create awareness about introduction of new product. Creation of good public image. Facilitate mass production. Education of people.
PRODUCT
The main purpose of this type of advertising is to inform and stimulate the market about the advertisers products or services and to sell these. Ex- POLO Car
It is directed to buyers of consumer products who purchase them either for their own use or for their households. Ex- Surf Excel
It refers to those advertisements which are issued by the manufacturers/distributors to the buyers of industrial goods. Ex- Machinery
It is directed by the manufacturers to the distribution channel members, such as wholesalers or retailers.
It is directed to those decision makers who are professional people. Ex- Pharmaceuticals
An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time Example- Pepsi
INFORMATIVE ADVERTISING aims to create brand awareness and knowledge of new products or new features of existing product. ExPepsiCo's 7upLemon
PERSUASIVE ADVERTISING aims to create liking, preference, conviction, and purchase of a product or service. Ex-Subhiksha
REMINDER ADVERTISING aims to stimulate repeat purchase of product and services. Ex- Coca Cola
REINFORCEMENT ADVERTISING aims to convince current purchasers that they made the right choice. Ex-Volkswagon
DEFENSIVE ADVERTISING is one in which marketers advertise to offset or lessen the effects of a competitors promotional programme.
LOCAL ADVERTISING is used by the firms who wants to restrict itself to the local area in the beginning. Ex- Nirma
NATIONAL ADVERTISING is used when some firm think that their target is the entire country. Ex- Brooke Bond
GLOBAL ADVERTISING is used by the multinational firms who treat the world as their market. Ex- Samsung
SERVICE ADVERTISING is used by the firms who provide services to the consumer. Ex- Kingfisher Airlines
It
helps in brand building. It increases the demand for commodities. It reduces the distribution expenses. It ensures the consumers better quality of goods.
Now more and more organizations using advertising to show their social responsiveness and making people environment loving. Ex- Save tiger project
Social
and legal issues Time slot of advertising Brand Ambassador Upcoming Season Type of media to use