Professional Documents
Culture Documents
in marketing
WHAT IS
ADVERTISING ?
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
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
CHARACTERISTICS OF
ADVERTISING
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.
FUCTIONS OF
ADVERTISING
Promotion of sales.
To create awareness about introduction
of new product.
Creation of good public image.
Facilitate mass production.
Education of people.
TYPES OF
ADVERTISING
PRODUCT ADVERTISING
CONSUMER ADVERTISING
INDUSTRIAL ADVERTISING
TRADE ADVERTISING
PROFESSIONAL ADVERTISING
PRODUCT ADVERTISING
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.
Eg- POLO Car
CONSUMER ADVERTISING
It is directed by the
manufacturers to the distribution
channel members, such as
wholesalers or retailers.
PROFESSIONAL ADVERTISING
It is directed to those
decision makers who are
professional people.
Ex- Pharmaceuticals
Role in marketing