ADVERTISING

Advertising
Advertising is the non - personal
communication of information usually
persuasive in nature about products, services
or ideas by identified sponsors through the
various media

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Communication
Means through which one person can pass information, ideas
or feelings to another through speech or pictures.
Though, communication uses all senses like smell, touch,
taste, sound & sight, only two are useful in advertising i.e.
Sound & Sight
Sound: Radio, Television.
Sight: The most useful medium of communication like
print, i.e. A picture is worth a thousand words

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Information
Information is knowledge, fact or news. It
comes in different forms:
Complete or Incomplete
What it is? What it looks like? How it works?
What are its benefits &drawbacks etc?

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Paid For
If an advertisement is created, placed in the
media so the cost to create and time or space in
the media must be paid for.

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Persuasive
Purpose of advertisement is to Identify &
differentiate one product from another and to
persuade the customer for preferring one to
another.

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What is it?
Advertising is a message designed to
promote a product, a service, or an idea.
The purpose of advertising is to sell
products or services.

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Advertising Media
Advertising reaches people through various
forms of mass communication.
These media include newspapers, magazines,
television, radio, the Internet, direct mail,
window displays, point-of-purchase displays,
telephone directories.

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AIDA
Advertising is designed to inform, influence,
or persuade people.
To be effective, an advertisement must first
Attract attention and gain a persons Interest.
It may then build Desire for a product and
provide a method for them to take Action.

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Types of Advertising
Brand Advertising:
This type of ad is design for commercializing only for the
company brand
For example Leaver Brothers or Uni Lever.
Political Advertising:

Political ad is design to convey the message of

political party. This is normally commercialized
before the elections for party campaign.
For example the ad of piece of work in the governing
period by ppp.
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Types of Advertising
Directory Advertising:
This kind of ad is contained information about business.
The examples of Directory advertising are yellow pages,
white pages, green pages etc. People normally get there
related information from these ads.
Business to Business Advertising:
This is the new concept of advertising. This type of ads is
launched for targeting the customers of business goods.
For example ad for the sale of commercial area.
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Types of Advertising
Institutional Advertising:
This type of ad is introduced for the purpose of
creating brand image of different institutes.
Different educational institutes give there ad of
there admission open.
For example the ad for admissions Iqra
University of Pakistan.

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Types of Advertising
Public Service Advertising:
This kind of ads is contained social,
economical and health care messages in it.
For example the ad of Aids controlling
program by Ministry of Health, Gov of
Pakistan.

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Cont:
Interactive Advertising:
This is also a new type of advertising. This ad
is based on internet. There are many web sites
which directly interact with the customer
through web advertising.
For example the Amazon.com is the very
famous website for online books.

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Advertising Techniques
Advertisers research the unique features of the
product to determine the USP (unique selling
proposition) and the big ideathe simple
message that will be used to communicate the
USP to the target audience.
Many firms use a SWOT analysis to help
them with their advertising techniques.

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SWOT
Strengths
Outstanding features of the brand
Positive consumer perceptions of the brand
Features that are better, different or missing from
competitors brands

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SWOT
Weaknesses
What is missing
Negative consumer perceptions
Features of competitors brand that are better

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SWOT
Opportunities
What are the newest trends that have not been
addressed
What are the latest developments in technology
Are there gaps in the market

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SWOT
Threats
Are consumers finding replacement products
Is the industry regulated

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Advertising Techniques
Advertisers use a variety of techniques to
create effective advertisements.

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1. BASIC APPEALS
Biological
Focus on consumers basic needs for health and
security

Emotional
Focus on the consumers feelings (love, romance, pride)

Rational
Focus on the consumers reasoning abilities (cost,
safety, convenience)

Social
Focus on the way that social pressures influence
consumer behaviour (odour, weight, acne, fashion)
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2. Attention-getting headlines
A successful headline leads a person into
reading the rest of the ad.
Some headlines attract attention by promising
the reader a personal benefit, such as savings
or improvement in physical appearance.

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3. Slogans
Short phrases that a company uses over and
over in its ads.
Good slogans are easy to remember and stick
in peoples minds.

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4. Testimonials

Advertisements in which a person endorses a

product.
The person may be someone who looks like
the average user of the product or it may be a
movie or TV star, athlete or other celebrity.

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5. Product Characters
cartoon animals or characters used in
advertisements over a long period of time

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6. Comparison of products
Used most frequently to sell products that
compete heavily with other brands.
Advertisers compare their product with similar
brands and point out the advantages of using
their brand.

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7. Repetition

One of the most basic techniques advertisers use to

get their message across, whether it is a commercial
broadcast several times a day or an ad published
frequently.
Repetition can help build or reinforce a companys
reputation. Advertisers also believe that the more
people see or hear an advertisement, the more likely
they are to accept the message and want the
product.
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GROWING IMPORTANCE OF
ADVERTISING
We see 100s of ads. Every day.
Consciously or subconsciously advertisements
have tremendous effect.
Advertising can not only change buying decision
but also changes mindset & attitude of
people.
Advertising reflects the culture of a nation.
Advertising & culture both affect each other.
Advertising industry also supports media
industry.
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GROWING IMPORTANCE OF
ADVERTISING
In fact media survives on advertising because
they go hand in hand.
Advertising can be used as an effective tool for a
social cause.
Advertisement also help in spreading information
about new technology & innovations
Advertising in todays world is not for spreading
brand awareness but also shows us
where we stand in the world today.
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Cont:
There are two basic ways to sell
Personally & Non-Personally
Personal selling Where seller & buyer has
to be together.
Non Personal - Seller is approached
through a medium i.e. advertising.

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Advantages of Non-Personal Selling:

Seller has time to discuss everything about the
product.
Buyer has time to ask questions, get answers
& examine evidence against or for the product.
Seller can see the person whom product is
being sold.

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Disadvantages
It is expensive being labor intensive.
Time consuming.
So seems personal selling is better than
advertising which is non-personal yet
advertising still remains most effective.
Therefore despite the fact that advertising even though
is non-personal selling, it is certainly effective.

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WHY TO ADVERTISE?
ADVANTAGES
Advertising is every where.
Advertiser may not see individual consumer yet has
research (knowledge) about the consumer.
Advertising can be far cheaper per potential
customer than personal selling.
So Advertising is better as a sales tool and
though it is non-personal yet is more effective.

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