Meaning of Advertising

7/27/2019 Meaning of Advertising

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Integrated Marketing Communication (IMC) is thecoordination and integration of all marketing

communication tools, avenues, and sources within a

company into a seamless program that maximizesthe impact on consumers and other end users at a

minimal cost.

This integration affects all firms business-to-

business, marketing channel, customer-focused,

internally directed communications.


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The move towards integrated marketing

communications is one of the most significant

marketing developments that occurred during the

1990s, and the shift toward this approach iscontinuing as we begin the new country. The IMC

approach to marketing communications planning

and strategy is being adopted by both large and

small companies as business-to-business marketers.There are a number of reasons why marketers are

adopting IMC approach.


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A business' total marketing communications program

is called the "promotional mix" and consists of a

blend of advertising, personal selling, salespromotion and public relations tool. A business' total

marketing communications program is called the

promotional mix and consists ofa blend of:

Advertising Direct marketing

Internet/interactive marketing

Personal selling Sales promotion

Public relations tools


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Advertising is an activity of attracting public attention

to a product or business, as by paid announcements inthe print, broadcast, or electronic media.

Advertising is a paid form of a non-personal messagecommunicated through the various media by industry,

business firms, nonprofit organizations, or individuals.Advertising is persuasive and informational and isdesigned to influence the purchasing behavior and/orthought patterns of the audience.

Advertising is a marketing tool and may be used incombination with other marketing tools, such as sales

promotions, personal selling tactics, or publicity.


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According to Richard Buskirk, "Advertising is a paid form

of non-personal presentation of ideas, goods or services by

an identified sponsor."

Kotler and Armstrong provide an alternativedefinition:

Advertising is any paid form of non-personalpresentation and promotion of ideas, goods andservices through mass media such as newspapers,magazines, television or radio by an identifiedsponsor


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The F ive Ms of Advertising


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Major Decisions in Advertising


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Informative

Objective of advertising is to inform its targetedaudience/customers about introduction of new

product, update or changes in existing products orproduct related changes, information regarding newoffers and schemes.

Informative advertising seeks to develop initial

demand for a product. The promotion of any newmarket entry tends to pursue this objective becausemarketing success at this stage often depends simplyon announcing product availability.


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Persuasive

Objective of advertising is to increase demand for

existing product by persuading new customer forfirst time purchase and existing customers for

repurchases.

Persuasive advertising attempts to increase demandfor an existing product. Persuasive advertising is a

competitive type of promotion suited to the growth

stage and the early part of the maturity stage of the

product life cycle


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Reminder

The objective of advertising is to remind customersabout existence of product, and ongoing

promotional activities. Reminder advertising strivesto reinforce previous promotional activity bykeeping the name of a product before the public. Itis common in the latter part of the maturity stageand throughout the decline stage of the product lifecycle.


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Mathews, Buzzell, Levitt and Frank have listed some

specific objectives of advertising.

To make an immediate sale.

To build primary demand.

To introduce a price deal.

To build brand recognition or brand insistence.

To help salesman by building an awareness of a

product among retailers.

To create a reputation for service, reliability orresearch strength.

To increase market share.


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Marketing

CommunicationEconomic

Societal

Marketing is satisfyingcustomer wants and needs

by providing products

(goods, services, ideas). The marketing department.

is responsible for sellingthe product using the 4 Ps(product, price,

place/distribution, andpromotion) and branddevelopment.

ROLES AND TYPES OF ADVERTISING


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Marketing

Communication

Economic

Societal

Advertising is a messageto a consumer about a

product, designed to createa response.

It is also a form ofmarketing communication.

Uses mass communicationto transmit product

information to connectbuyers and sellers in themarketplace.



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Marketing

Communication

Economic

Societal

Because it reaches largegroups of people,advertising makesmarketing more cost-efficient and lowers pricesfor consumers.

Advertising creates ademand for a brand using

hard sell (persuading) andsoft sell (image building)techniques.



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Marketing

CommunicationEconomic

Societal

Informs about innovationsand issues

Helps us compare products

Mirrors fashion and designtrends

Teaches consumers aboutnew products

Helps shape consumer self-image

Facilitates self-expression

Presents images aboutdiversity in our world



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ADVERTISING

ADVANTAGES

Advertising Good for buildingawareness

Effective at reaching a wide audience

Repetition of main brand and productpositioning helps build customer trust

DISADVANTAGES

Impersonal cannot answer all a customer'squestions

Not good at getting customers to make afinal purchasing decision


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ADVANTAGES

Highly interactive - lots of communicationbetween the buyer and seller

Excellent for communicating complex /detailed product information and features

Relationships can be built up - important ifclosing the sale make take a long time

DISADVANTAGES

Costly employing a sales force has manyhidden costs in addition to wages

Not suitable if there are thousands ofimportant buyers


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ADVANTAGES

Can stimulate quick increases in sales bytargeting promotional incentives on particularproducts

Good short term tactical tool.

DISADVANTAGES

If used over the long-term, customers may get

used to the effect Too much promotion may damage the brand

image.


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PUBLIC RELATION

ADVANTAGES Often seen as more "credible" - since the

message seems to be coming from a thirdparty (e.g. magazine, newspaper)

Cheap way of reaching many customers - ifthe publicity is achieved through the rightmedia.

DISADVANTAGES

Risk of losing control cannot alwayscontrol what other people write or say aboutyour product


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Sender EncodingMessageMedia

Decoding Receiver

ResponseFeedback

Noise


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FACTS

Egyptians made sales messages and wall posters on papyrus-paper. Paper

made from the papyrus plant by cutting it in strips, was used by ancient

Greeks and Romans too.

Commercial messages and political campaign displays have beendiscovered in the ruins of ancient Arabia.

Wall or rock painting for commercial advertising is another example of

an ancient advertising form, which is present to this day in many parts

of Asia, Africa, and South America.

The tradition of wall painting can be traced back to Indian rock-art

paintings that date back to 4000 BC.

D


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Handbill A small sheet of paper carrying an advertisement message

distributed by hand. Handbills are very often white, pink and yellow.Students and newspaper dealers do the work of distributing handbills.

Poster A sign posted in a public place as an advertisement. A poster may

carry only words, or it may have graphic images and photographs. A poster

may be stuck on a wall with glue or fevicol.

Leaflet A small book usually having a paper cover. It usually has very

few and thin pages.

Ad An advertisement is also called an ad.


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The history of advertising in India parallelsthe history of the Indian Press. first issue ofthe first newspaper of the Indiansubcontinent, was the Bengal Gazette or

the Calcutta General Advertiser, started byJames Augustus Hicky on January 29, 1780.During the early years the newspapersannounced births, deaths, appointments,arrival and departure of ships and sale offurniture. By the beginning of the 19thcentury the pattern of advertising revealed adefinite change.


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The first Indian ad agency, the Indian AdvertisingAgency, was launched in the very early years ofthe 20th century. On the other hand, B Dattaram &Co, located in Girgaum in Mumbai and launchedin 1905, also claims to be the oldest existing Indianagency! By the 1920s a number of Indian agencieswere working from the major Indian cities, themost important being the Modern PublicityCompany in Madras, Central Publicity Service inBombay and Calcutta and the Oriental AdvertisingAgency in Tiruchirapalli. In 1931, the first full-fledged Indian ad agency, the NationalAdvertising Service, was established.


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Out-Door Advertisement In-Door Advertisement Non-Product Advertisement Radio Advertisement T.V Commercial National Advertisement International Advertisement Retail Advertisement Classified Advertisement Local Advertisement


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Brand Advertisement Covert Advertisement Infomercials Advertisement

Celebrities Advertisement Online advertising Surrogate Advertising Broadcast advertising

Public Service Advertising


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Emphasizes the specific retail outlet as the place to

buy a specific range of brand.

It can be local store advertising in local newspaper.

Classified Advertisement Is a product or services advertising that appears in

specific section of newspaper under the heading

classifying the product or service being offered.


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This kind of advertisement is advertised frompolitical parties trade fraternal and social groupfor the purposes of safeguard ideologies, social

betterment and institution.

Public Service Advertisement

The same advertisement techniques use topromote commercial goods and services can beused to inform, educate and motivate thepublic about non-commercial issues such as

HIV/AIDS, Political ideology and Energy


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Bill-board and message painted on the side ofbuildings are common forms of out-dooradvertising, which is often used when quick,

simple, ideas are being promoted.

Covert advertising

Covert advertising is a unique kind ofadvertising in which a product or a particularbrand is incorporated in some entertainmentand media channels like movies, television

shows or even sports.


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It is advertising with a strong emphasis on thecompany brand (logo and/or company name)also known as integrated marketingcommunications (IMC).

Broadcast advertisingBroadcast advertising is a very popularadvertising medium that constitutes of severalbranches like television, radio or the Internet.

Television advertisements have been verypopular ever since they have been introduced.The cost of television advertising often dependson the duration of the advertisement, the time

of broadcast (prime time/peak time), and ofcourse the o ularit of the television channel


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Geographically speaking national advertisings

range is extended to the territorial limits of thecountry.

The advertiser use the national media to informthe consumer about the product.

The advertiser use the national local or regionallanguage but prefers the national language.

It can be available in everywhere of countryand easily purchased it.

International advertisingAdvertising a product or service in a country other

than where it originates.


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Although the audience is getting smarter and

smarter and the modern day consumer gettingimmune to the exaggerated claims made in amajority of advertisements, there exist a sectionof advertisers that still bank upon celebritiesand their popularity for advertising their

products.

Infomercials Advertisement

There are two types of infomercials, describedas long form and short form. Long forminfomercials have a time length of 30 minutes.Short form infomercials are 30 seconds to 2minutes long. Infomercials are also known as

direct response television (DRTV) commercialsor direct response marketing.


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Any advertising placed by a company,organization, or individual operating in alimited geographical area such as a city or

within a state.


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Online advertising is the newest and fastestgrowing way to advertise. The Internet nowprovides everything from links on sites, tobanner ads on sites, to small ads on sites, to payper click advertising.

Surrogate AdvertisingSurrogate advertising is prominently seen incases where advertising a particular product isbanned by law. Advertisement for products like

cigarettes or alcohol which are injurious toheath are prohibited by law in several countriesand hence these companies have to come upwith several other products that might have thesame brand name and indirectly remind people

of the cigarettes or beer bottles of the same


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Institutional Advertising

These ads are directed at creating a good public image of a company. The

ads focus on the organizations work in areas of research, development

and quality control. Often the ads concentrate on the social work done by

the company by its sponsorship of educational, cultural and sports events.

The purpose of these ads is to sell a positive image of the company rather

than a product manufactured by the company. The TATA Steel ads in the

1980s with the tag line Ispat bhi hum banate hain or` we also make

steel, is a good example of institutional advertising.


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Advertising directed toward professionals suchas doctors, dentists, and pharmacists, etc., whoare in a position to promote products to their

patients or customers.

Industrial Advertising

Advertising directed at commercial businesscustomers. The advertised products are rawmaterials, components, or equipment neededin the production or distribution of other goods

and services.


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Pioneering advertising tries to develop primary demand,that is demand for a product category rather than aspecific brand. It's needed in the early stages of theadoption process to inform potential customers about a

new product. The first company to introduce a newtechnology to its industry doesn't have to worry about acompetitive product since they alone have thetechnology. They have to sell the industry on theadvantages of the new technology itself. Pioneeringadvertising is usually done in the early stage of the

product life cycle by the company which introduces aninnovation.


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tries to develop selective demand; demand for aspecific manufacturers product rather than aproduct category. An innovating company is

usually forced into competitive advertising asthe product life cycle moves along. Afterpioneering technology is accepted and mostmanufacturers are supplying competing

products, the innovator is forced to sell theadvantages of his specific design over that ofthe competition. This is usually the situation ina mature market.


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Is a form of advertising via mobile

(wireless) phones or other mobile devices. It isa subset of mobile marketing

.In-Door Advertisement

This kind of advertisement provide the best

opportunity of putting over a reasoned sellingargument. The advertisement are addressed tothe reader, listener and viewer at a time ofleisure when he or she can observe the

message.


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It is a small business advertising.

Radio advertising can be a very effective meansto attract customer to some business.

T.V Commercial

Is a generally considered the most effectivemass-marketing advertising format as isreflected by the high prices.

T.V network charge for commercial airtimeduring popular events.

Meaning of Advertising

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