ADVERTISING

Advertising is any paid form of non personal

presentation and promotion of ideas, goods , or
services by an identified sponsor.
Public Presentation
Pervasiveness
Amplified Expressions
Impersonality
Demerits
Very Costly
Less Credibility
Too Much claim
Manipulation of consumers mind

A Model of Cognitive response

Product/message
thoughts

Attitudes
Brand attitudes

Exposure to
Advertisement

Source-oriented
thoughts
Attitude toward
advertisement
Ad-execution
thoughts

Purchase
intention

What Advertising Can Do

Remind customers and prospects about the
benefits of your product or service
Establish and maintain your distinct identity
Enhance your reputation
Encourage existing customers to buy more of
what you sell
Attract new customers
Slowly build sales to boost your bottom line
Promote your business to customers, investors
and others

What Advertising Cant Do

Create an instant customer base

Cause an immediate sharp increase in sales
Solve cash flow or profit problems
Substitute for poor or indifferent customer
service
Sell useless or unwanted products or services

Long Run Impact of Advertising

New Customers
Advertising

Immediate sales
Change attitude
Improve Image

Future
Sales

Allied advertising objectives

Support personal selling
Improve dealer relations
Introduce a new product
Expand the use of a product
Counteract Substitution.
TYPES OF ADVERTISING
1. National Advertising
Advertising done by large companies on a nation wide
basis or in most regions of the country.
Most of the Ads for well known companies and brands
that are seen on prime time TV or in other major
national , or regional media are examples of national
advertising.

2. Retail / local Advertising

Advertising done by retailers or local merchants
to encourage consumers to shop at a specific
store, use a local service, or patronize a
particular establishment.
3. Primary Vs Selective demand advertising
Primary demand advertising is designed to
stimulate demand for the general product class
or the entire industry.
Selective demand advertising focuses on
creating demand for a specific companys
brands.

4. Business to Business Advertising

Advertising targeted at individuals who buy or influence
the purchase of industrial goods or services for their
companies.
5. Professional Advertising
Advertising targeted professionals such as doctors,
dentists, engineers, or professors to encourage them to
use a companys product in their business operations.
6. Trade Advertising
Advertising targeted to marketing channel members,
such as wholesalers, distributors, and retailers.
The goal is to encourage channel members to stock,
promote, and re-sell the manufacturers branded products
to their customers.

T96
14-9

Fig 21.01

The Five Ms of Advertising

Message

Mission
Sales
goals
Advertising
objectives

Money

Message generation

Factors to
consider:

Message evaluation
and selection

Stage in PLC
Market share
and consumer base
Competition
and clutter
Advertising
frequency
Product
substitutability

Message execution
Social-responsibility
review

Media
Reach, frequency,
impact
Major media types
Specific media
vehicles
Media timing
Geographical
media allocation

Measurement
Communication
impact
Sales
impact

Setting Objectives

14-10

Advertising Objectives
Specific Communication Task
Accomplished with a Specific Target Audience
During a Specific Period of Time

Informative Advertising

Persuasive Advertising

Build Primary Demand

Build Selective Demand

Comparison Advertising

Reminder Advertising

Compares One Brand to

Another

Keeps Consumers Thinking

About a Product.

Functions Of Advertising
Makes consumers
aware of new
products
Informs them about
specific brands
Educates them
about particular
product features &
benefits

Inform
Persuade
Remind

Dr. Rosenbloom

Dr. Rosenbloom

Functions Of Advertising
Persuade customers
to try new
products, brands &
services
Create demand for
entire product
category
Build secondary
demand

Inform
Persuade
Remind

Dr. Rosenbloom

Dr. Rosenbloom

Functions Of Advertising
Keeps companys
brand fresh in
consumers
memory
Create top-of-mind
awareness

Inform
Persuade
Remind

Dr. Rosenbloom

Dr. Rosenbloom

Dr. Rosenbloom