Advertising

GROUP 18 (M.COM P)

ERAJ SHAMIM FAHAD KHAN MUBASHRA ASLAM NAZIA KHAN SALKA FAREED

WHAT IS ADVERTISINGAdvertising is legalized lying.

H. G. Wells

MEANING

The word advertising is derived from two Latin Words ‘Ad’ and ‘Verto’.

Ad – towards Verto – I turn

Literally it means to turn the people’s attention to a specific thing.

DEFINITION

Advertising is any form of paid non-personal presentation of ideas, goods, or services for the purpose of inducing people to buy.

The process of delivering a message about ideas, goods and services, through the media, paid by an individual sponsor.

MARKETING vs ADVERTISING

MARKETINGThe management process through

which goods and services move

from concept to the customer.

Marketing is based on thinking about

 business in terms of customer needs and

their satisfaction.

ADVERTISING Non-personal form of promotion.

The activity of attracting public

attention to a product or business, as

by paid announcements in the print,

broadcast, or electronic media.

Advertising is just a single concept of marketing.

“If you think advertising is the same thing as marketing, you have just limited yourself to only using the most expensive way to market your business.”

TYPES OF ADVERTISI

NG

PRINT ADVERTISING Oldest media. Printed on some type of paper. Newspapers and magazines. Effective when people see it. Reach large no. of people.

OUT-DOOR ADVERTISINGPublicized product or service outdoors.Billboards, bus benches and on buses etc,. Suitable for small business and effective option. Attention catcher.

BROADCAST ADVERTISING

Radio, T.V and internet commercials.

Reaches wider audience.

Great impact on listener or viewers.

SURROGATE ADVERTISING To advertise indirectly.

banned by law.

Advertise for: cigarettes or alcohol.

CELEBRITY ADVERTISING

Use of public figure’s.

Selling product or services.

Give preference to a certain product.

IMPORTANCE OF ADVERTISING Advertising doesn’t mean selling but

helps in increasing sales.

Creates awareness in people.

Create brand awareness.

Important for buyer and seller.

Creates regular demand.

Provides information about market

and every thing which happens around

you.

Helps educating people.

STEPS OF ADVERTISING PROCESS

Step 1IDENTIFY YOUR PURPOSE

Inform customers that your product or service is available and tells them how to get it.

Persuade customers that your product or service is better than your competitors’.

Remind consumers to use your product or service.

Step 2TARGET YOUR AUDIENCE

The next step is to clearly identify to whom you want to say it.

You want to advertise to people who will buy your product or use your service.

Market research can tell you who and where your target customers are.

Step 3SELECT A MEDIUM

You want to reach as many potential customers as possible with the most effective, efficient, and affordable medium you can select for the advertising.

Step 4CREATE THE AD

Beyond the widespread interest in great, creative advertising, your product or service, purpose and budget are the realistic parameters.

Make sure that your ad is always appropriate for your audience, product, service and budget.

Step 5PLACE AND TIME THE AD

When selecting where to place your ad consider to reach the right user, in the right place at the right time.

Step 6FULFILL EXPECTATIONS

Make sure that you can fulfill the promises mentioned in your advertisement.

Optimize your advertising strategy through tracking and new innovative technologies.

PURPOSE OF ADVERTISING

Extend engagement:

There are all levels of impressions, but do they communicate in a world.

Therefore, truly engaging and focusing a consumer on the advertising message is increasingly valuable and effective.

Branding and brand building

All advertising can and should reinforce brand values or brand positioning, even if its primary goal is more directly sales oriented.

Reinforce recall and retention

Fostering message recall and retention remains a central goal of any advertising campaign.

Differentiation in the marketplace

Potentially competitive products deserves special emphasis in the messages and marketing channels in which they can stand out.

INNOVATIONS IN ADVERTISING

FREE WORKSHOPSFree workshops are arranged to guide with different uses of products. Focus on specific groups of potential customers when marketing workshops that will help advertise your business.

Publicized Charity Donations: Charities and donations are publicized for advertisement purpose. Charitable actions are highlighted through awards, media attention etc. Corporate sponsorships are brilliant advertising ideas that increase media attention by encouraging journalists to make extended communities aware of your charitable acts.

Advertisements on vehicles

Vehicles nowadays play a vital role in advertisements. Its like a mobile billboard which has a broad exposure. Just like the picture many new ways are introduced for advertising on vehicles.

3D billboards3D billboards are a memorable 3 Dimensional viewing experience. Inflatable props are created to gain attention , specially designed to enrich one of the largest outdoor advertising medium in use for public.

othersAdvertising industries are bringing many more ways of innovative advertisements day by day.

Other innovations includes product related items as watches handles in buses.Advertisements on bins and roads etc.

Aida

AttentionIt involves attention element of an advertisement which ‘catches the eye’ and attract attention. Its purpose is to attract public at first sight. A person is likely to be attracted to advertisements which concerns him and will be useful for him.

Interest This is the second step to consumer’s response. It is called “from eye to mind” or “from attention to interest”. All good advertisements start with consumer’s point of interest . An advertiser’s approach should be to establish with the consumer, who is advertising prospective buyer for the advertised product

Desire

The main job of advertising is the transformation of an interest into advertising desire in the consumer’s mind for possessing that product.

Action This is the last stage in response to the advertisements. It prompts action and turns prospects into buyers of the product.Expected action can be secured by adopting various techniques such as, gifts, samples, installment facilities, free demonstration etc. by using phrases “Don’t delay”, “Buy now”, “sale”, “Limited Stock etc.

IMPACT OF ADVERTISING

POSITIVE IMPACT

Aware customers

Advertising can inform people about different products and services, their utilities, cost and other requirements, and help us in making better purchases.

NON-COMMERCIAL ISSUES

Advertisements of non-commercial issues like AIDS, Polio can help in educating people.

INCREASING SALES AND PROFIT

The expenses of advertising may be justified on the ground that it helps to increase sales and profit also, which thereby results in increased production.

CREATE BRAND IMAGE

People can recognize the products from the catchy advertisements they see and thus sales are also improved.

PROVIDING EMPLOYMENT

New industry will be established and old industry will be expanded where thousands of persons may be engaged.

NEGATIVE IMPACTS

PROMOTION OF SOCIAL EVIL

Some firms present immoral program and features and crime stories in Television and Radio for advertising their products which have a very bad influence upon new

generation.

COSTLY FUNCTIONS

It is generally criticized that the cost of advertising to too high and that such high cost is covered by the selling price of the advertising goods.

Encourage monopoly

Big industrialists and manufacturers may exercise their monopolistic control over the market with the help of advertisement technique which is always against the public interest.

Lying to Customers

Advertisers can and often do bend and curve the truth for their own benefit and in order to promote and advertise own product.

Buying problems

There are numerous similar types of products which are advertised in the market. But is has become impossible for the average buyer to judge with any certainly the quality of the hundreds of articles he buys.

CONCLUSION

Advertising plays an indispensable part in the success

achievement of any business or organization.