ADVERTISING

the science/art of arresting

the human intelligence long
enough to get money from
it Stephen Leacock

PROMOTIONAL MIX
ADVERTISING
PUBLICITY

PERSONAL

SELLING
SALES PROMOTIONS

ADVERTISING

The nonpersonal communication of

information usually paid for and
usually persuasive in nature about
products, services or ideas by identified
sponsors through the various media.

PUBLICITY
the management of product- or brandrelated communications between the firm
and the general public; primarily an
informative activity (as opposed to a
persuasive one)
its ultimate goal=to obtain favourable
press coverage for a companys products

PERSONAL SELLING
the

use of specially employed

persons to keep in direct touch with
customers in order to assist or
persuade them to buy

SALES PROMOTIONS

non-personal promotional efforts designed

to have an immediate impact on sales;

media and non-media marketing

communications employed for a predetermined, limited time to increase
consumer demand, stimulate market
demand or improve product availability

PROMOTIONAL
EXAMPLES/ACTIVITIES
staging

a debate
personal conversations with
customers
celebrating an anniversary
sponsorship
press/internet release
discounts and sales
taking a stand on a controversial
subject
visits to customers

PROMOTIONAL
EXAMPLES/ACTIVITIES
arranging a speech or talk
posters
mail shots to customers
price-pack deal
phone calls to customers
inventing then presenting an award
hoardings
contests/sweepstakes/games
websites
organising a tour of business or projects

ADVERTISING TYPES
INFORMATIVE ADVERTISING
PERSUASIVE ADVERTISING
GENERIC ADVERTISING
REMINDER ADVERTISING
PUBLIC SERVICE ADVERTISING
COMPARATIVE/ COMPETITIVE
ADVERTISING
COVERT ADVERTISING (PRODUCT
PLACEMENT)

ADVERTISING MEDIA
Medium (sg.)-Media (pl.)
A medium=a means of conveying
something
An advertising medium=a means of
mass communication, such as
newpapers, magazines, radio, or
television.
E.g. The Internet is one of the most
effective advertising media nowadays.

ADVERTISING MEDIA
print

media
broadcast media
point of sale/purchase
advertising
outdoor media

ADVERTISING MEDIA

Radio
Television
Print: newspapers, magazines(classified ads and
display advertising
Cinema
Trade Fairs and Exhibitions
Internet
Mobile Phone
Product Endorsement
Product Placement

ADVERTISING MEDIA(II)
Billboards (AE)/ hoardings (BE)
Posters
Window Displays
Product Wrapping
Balloons
Neon Signs
Sponsorship
Product Wrapping
Trade Journals

Advertising is tax deductible, so we all

pay for the privilege of being manipulated
and controlled. Noam Chomsky

What is the difference between unethical

and ethical advertising? Unethical
advertising uses falsehoods to deceive the
public; ethical advertising uses truth to
deceive the public.