Chapter Number 15Advertising

Modular:Afjal Hossain,

Assistant Professor, Department of Marketing, PSTU

Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.

Advertising is non-personal, paid announcements by an identified sponsor.

The American Marketing Association defined advertising as:

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an

identified sponsor.

Used to: Reach large audiences Create brand awareness Help differentiate a brand from competitors

Definition of Advertising

Types/ Classification of Advertising

Marketers can accomplish this (product/ service/ experience based) in three ways:

1. informative advertising: advertising simply provides basic information about a product.

Types/ Classification of Advertising cont’d

Marketers can accomplish this in three ways:

2. persuasive advertising: advertising tries to convince customers to purchase a product.

Types/ Classification of Advertising cont’d

Marketers can accomplish this in three ways:

3. comparative advertising: advertising that may include direct comparisons between the marketer’s product and its competitor’s offerings.

Types/ Classification of Advertising cont’d

Marketers can accomplish advertising (based on media) in several ways:

1.Print Advertising

Advertising products via any paper form is called print advertising. Forms of print advertising:

Newspapers Magazines Brochure

Print Advertising cont’d

newspaper/ magazine advertising

Advertising products via newspapers or magazines is called newspaper/ magazine advertising.

The newspapers/ magazines sell the advertising space according to:• the area occupied by the advertisement• the position of the advertisement (front page/middle page), as well as • the readership of the publications.

For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership.

Types/ Classification of Advertising cont’d

2.Outdoor Advertising

The most common examples of outdoor advertising are:

• billboards• kiosks• events and • Tradeshows

Outdoor Advertising cont’d

• billboardsThe billboard advertising is used to grab the attention of the passers by.

Outdoor Advertising cont’d

• KiosksThe kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products.

Outdoor Advertising cont’d

• Events Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Outdoor Advertising cont’d

• TradeshowsThe company can organize trade fairs, or even exhibitions for advertising their products.

Types/ Classification of Advertising cont’d

3.Broadcast advertising

The popular broadcast advertising media are:

• Television• radio and• the Internet. • Fiers

Broadcast Advertising cont’d

• Television

when advertisements have been placed via different satellite channels then it is television advertising. The cost of television advertising often depends on:

- the duration of the advertisement- the time of broadcast (prime time/peak time), and - of course the popularity of the television channel.

Broadcast Advertising cont’d

• radio

The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.

Types/ Classification of Advertising cont’d

4. Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports.

There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show.

Examples: Nokia which is displayed on Tom Cruise’s

phone in the movie Minority Report or Cadillac cars in the movie Matrix Reloaded.

Types/ Classification of Advertising cont’d

5. Surrogate Advertising – Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law.

Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand.

Example: Fosters and Kingfisher beer brands.

Types/ Classification of Advertising cont’d

6. Public Service Advertising – Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes.

Example, AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on.

Types/ Classification of Advertising cont’d

7. Celebrity Advertising

Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Advertising Appeals

Advertising appeals are used to attract the customers about a product. Seven appeals are used:

1. Fear (advertisers use some fear things to sell a variety of products.

Ex: AIDS, , Pepsodent, Life-buoy Hand wash, Sanitation etc.

Advertising Appeals cont’d

2. Humor: This type of appeal uses some fun to sell a product. This technique is used here to watch-laugh-remember.

Ex: Magic tooth powder, Aktel easy load, Nokia etc.

Advertising Appeals cont’d

3. Sex (Use some sexual clips to increase regularity.

Ex: Lux, Meril, 7-up etc.

Advertising Appeals cont’d

4. Music (use some music or song for getting the attention of listeners.

Ex: Tiger, Frooto etc.);

Advertising Appeals cont’d

5. Rational (use more information to sell the product.

Ex: IBN Sina, Mina Bazar etc.);

Advertising Appeals cont’d

6. Emotional (use emotional motion to sell the product.

Ex: Banglalink, Grameenphone etc.

Advertising Appeals cont’d

7. Scarcity (When there is a limited supply of a product, the value of that product increases. So, this appeal is used in occasionally.

Ex: REHAB