An Introduction to Advertising
-
Upload
professor-sameer-kulkarni -
Category
Documents
-
view
16.381 -
download
2
description
Transcript of An Introduction to Advertising
![Page 1: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/1.jpg)
AN INTRODUCTION
TO ADVERTISING
Prof Sameer KulkarniFor Chanakya,3rd Sem Marketing
Specialization
![Page 2: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/2.jpg)
DEFINITION OF ADVERTISEMENT Advertisement is a paid form of
non personal communication. Advertising promotes ideas, goods and services of an identified sponsors.
The main purpose of advertisement is to create sales.
![Page 3: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/3.jpg)
BASIC REQUIREMENTS OF AN ADVERTISEMENT Attention Value
Conviction Value
Retention Value
Recall Value
Motivational Value
Empathy Value
![Page 4: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/4.jpg)
BENEFITS OF ADVERTISING
Advertisement
Benefits to the Advertisers
Benefits to the Consumers
![Page 5: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/5.jpg)
ROLE OF ADVERTISING Communication with the consumers
Persuasion
Catalyst for change
Contribution to economic growth
Support in the Non commercial purpose
![Page 6: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/6.jpg)
IMPACTS OF ADVERTISING Impact on Product
Impact on Price
Impact on Competition
Impact on Consumer choice
Impact on Business Cycle
Value addition
![Page 7: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/7.jpg)
FUNCTIONS OF ADVERTISING-I
Social Function
Psychological Function
Economic Function
![Page 8: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/8.jpg)
FUNCTIONS OF ADVERTISING(SOCIAL)
Consumer protection is achieved by educating through advertisement.
It helps to solve social causes, such as fighting chronic disease like:
Cancer Malaria AIDS
![Page 9: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/9.jpg)
FUNCTIONS OF ADVERTISING( PSYCHOLOGICAL) Advertisement appeals to psychological
motives of human beings:
E.g.
Thirst
Safety
Beauty
Security
![Page 10: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/10.jpg)
FUNCTIONS OF ADVERTISING-II* Perception
Persuasion
Reinforcement
Reminder
*(According to Prof. Jagdish N. Shet)
![Page 11: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/11.jpg)
TYPES OF ADVERTISEMENT Consumer advertisement
Industrial advertisement
Trade advertisement
Non-profit advertisement
Service advertisement
Surrogate advertisement
![Page 12: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/12.jpg)
TYPE OF IMPACT REQUIRED BY AD Promotional demand ad
Direct & Indirect action Demand ad
Industrial ad
![Page 13: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/13.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 14: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/14.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 15: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/15.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 16: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/16.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 17: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/17.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 18: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/18.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 19: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/19.jpg)
AD SPIRAL
Pioneering: Educate consumers about the products / services Addressing unmet needs , Level of change introduced..
![Page 20: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/20.jpg)
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Feedback
Encoding
Message Channel Receiver
Decoding
Noise
The marketerThe sender of the message
Source
![Page 21: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/21.jpg)
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Feedback
Message Channel Receiver
Decoding
Noise
Designing of advertisements, sales presentations, P-O-P displays, etc.
Translation of the message into symbolic form
Source
Encoding
![Page 22: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/22.jpg)
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Feedback
Channel Receiver
Decoding
Noise
Actual advertisement that contains the intended message
Symbolic expression of the sender’s thoughts
Message
Source
Encoding
![Page 23: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/23.jpg)
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Feedback
Receiver
Decoding
Noise
Television, radio, print media, telephone, direct mail, etc.
Path through which the message moves to get to the receiver
Message Channel
Source
Encoding
![Page 24: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/24.jpg)
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Feedback
Decoding
Noise
Person or groups of persons for whom the message is intended
Message Channel Receiver
Source
Encoding
![Page 25: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/25.jpg)
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Feedback
Noise
Process receiver uses to interpret the meaning of the message
Receiver
Decoding
Message Channel
Source
Encoding
![Page 26: An Introduction to Advertising](https://reader034.fdocuments.us/reader034/viewer/2022042601/55293ece4a79599a158b4692/html5/thumbnails/26.jpg)
FUNCTIONS OF ADVERTISING( ECONOMIC) For conveying value/ price function to
customer:
Brings attitudinal change in the customer
It helps the sales in an indirect manner
It establishes a rapport with the customer