intorduction to advertising
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Transcript of intorduction to advertising
![Page 1: intorduction to advertising](https://reader036.fdocuments.us/reader036/viewer/2022082512/551d783049795955198b4b43/html5/thumbnails/1.jpg)
Introduction to Advertising
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• Advertising is a paid form of non personal presentation of goods or services for promotion by an identified sponsor
Kotler and Armstrong provide an alternative definition:"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor".
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• Three criteria must be met for a communication to be classified as advertising:– The communication must be paid for– The communication must be delivered through
mass media– The communication must be attempting to
persuade
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Advertising Functions• Informing– Making consumers aware of new brands. – Increasing TOMA (Top of Mind Awareness) – Teaching new uses for existing brands (called
usage expansion advertising)
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• Influencing(Persuasion)– Getting prospective customers to try advertised
products and services:• Creating primary demand• Building secondary demand
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• Reminding and Increasing Salience(Reminder)– Enriching the memory trace for a brand so that the
brand comes to mind in relevant choice situations – Increasing customers’ interest in mature brands and
the likelihood of choosing brands that might have otherwise not been chosen.
– Influence brand switching by reminding consumers that the brand is available and that it possesses favorable attributes.
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• Using Advertising to Assist Other Company Efforts– To deliver coupons – To assist sales representatives– To pre-sell a firm’s products by introducing the
product and legitimizing salespeople’s claims– To augment the effectiveness of price deals
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THE OBJECTIVES OF ADVERTISING - Why advertise?
• To boost sales (moving the demand curve to the right)• To build brand loyalty (or to maintain it at the existing
level)• To launch a new product• To change customer attitudes – perhaps trying to
move a product more “upmarket” or to dispel some widely held perceptions about the product
• To support the activities of the distribution channel (e.g. supporting a “pull” strategy)
• To build the company or brand image• To reminds and reassure customers
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• To offset competitor advertising – businesses may defend market share by responding to competitors’ campaigns with their own advertising
• To boost public standing: companies can boost their public standing with advertisements that link them with generally approved campaigns such as care for the environment
• To support the sales force – advertising can make the job of the sales force easier and more effective by attracting leads from potential customers and perhaps motivate them by boosting the profile of the business
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BENEFITS OF ADVERTISING
• Advertisements create awareness, interest and desire for products and services in customers to buy them.
• Advertising is cost efficient as advertisements can reach a vast number of audiences simultaneously
• The message can be repeated several times, thereby creating an impact on the mind of a customer. For example, “It’s the coolest one,” reminds us of Kelvinator refrigerators.
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• Advertising a product in a certain way can add to its value
• It helps in boosting the sales of the company. • Once a product/service is purchased, it
(advertising) reassures the customer about the purchase decision, thus helping in reducing the post purchase dissonance, if any.
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• Advertising helps in changing the customer's perception of a product.
• It supports the activities of the distribution network of the firm by creating demand and encouraging purchase through pull strategy.
• It helps in making the job of the sales force easier, by crating awareness among potential customers.
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• Advertisements help in offsetting the competitors' advertisements.
• Advertisements also help in building a strong image of a product or brand, apart from increasing its sales.