1. GROUP 18 (M.COM P)
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ERAJ SHAMIM
FAHAD KHAN
MUBASHRA ASLAM
NAZIA KHAN
SALKA FAREED

2. WHAT IS ADVERTISING
Advertising is legalized lying.
H. G. Wells

3. MEANING
The word advertising is
derived from two Latin
Words „Ad‟ and „Verto‟.
 Ad – towards
 Verto – I turn
Literally it means to turn
the people‟s attention to a
specific thing.

4. Advertising is any form of paid non-personal presentation
of ideas, goods, or services for the purpose of inducing people
to buy.
The process of delivering a message about ideas, goods and
services, through the media, paid by an individual sponsor.

15. ADVERTISING
The management process through
 Non-personal form of promotion.
which goods and services move
The activity of attracting public
from concept to the customer.
attention to a product or business, as
 Marketing is based on thinking
by paid announcements in the
about business in terms of custome
print, broadcast, or electronic media.
r needs and their satisfaction.

16.  Advertising
is just a
single concept of
marketing.
 “If you think
advertising is the same
thing as
marketing, you have
just limited yourself to
only using the most
expensive way to
market your
business.”

18.  Oldest media.
 Printed on some type of paper.
 Newspapers and magazines.
 Effective when people see it.
 Reach large no. of people.

19. Publicized product or service
outdoors.
Billboards, bus benches and on
buses etc,.
 Suitable for small business and
effective option.
 Attention catcher.

20.  Radio, T.V and internet commercials.
 Reaches wider audience.
 Great impact on listener or viewers.

21.  To advertise indirectly.
 banned by law.
 Advertise for: cigarettes or alcohol.

22.  Use of public figure‟s.
 Selling product or services.
 Give preference to a certain
product.

23.  Advertising doesn‟t mean selling but
helps in increasing sales.
 Creates awareness in people.
 Create brand awareness.
 Important for buyer and seller.
 Creates regular demand.
 Provides information about market
and every thing which happens around
you.
 Helps educating people.

25. Step 1
IDENTIFY YOUR PURPOSE
Inform customers that your
product or service is available
and tells them how to get it.
Persuade customers that your
product or service is better than
your competitors‟.
Remind consumers to use your
product or service.

26. Step 2
TARGET YOUR AUDIENCE
The next step is to clearly
identify to whom you want to
say it.
You want to advertise to
people who will buy your
product or use your service.
Market research can tell you
who and where your target
customers are.

27. Step 3
SELECT A MEDIUM
You want to reach as many potential customers as possible with the
most effective, efficient, and affordable medium you can select for
the advertising.

28. Step 4
CREATE THE AD
Beyond the widespread
interest in great, creative
advertising, your product or
service, purpose and budget
are the realistic parameters.
Make sure that your ad is
always appropriate for your
audience, product, service and
budget.

29. Step 5
PLACE AND TIME THE AD
When selecting where to
place your ad consider to
reach the right user, in
the right place at the
right time.

30. Step 6
FULFILL EXPECTATIONS
Make sure that you can
fulfill the promises
mentioned in your
advertisement.
Optimize your advertising
strategy through tracking
and new innovative
technologies.

32. Extend engagement:
There are all levels of
impressions, but do they
communicate in a world.
Therefore, truly engaging and
focusing a consumer on the
advertising message is
increasingly valuable and
effective.

33. Branding and brand building
All advertising can and should reinforce brand values or brand
positioning, even if its primary goal is more directly sales oriented.

34. Reinforce recall and retention
Fostering message recall
and retention remains a
central goal of any
advertising campaign.

35. Differentiation in the
marketplace
Potentially competitive products
deserves special emphasis in the
messages and marketing channels
in which they can stand out.

37. FREE WORKSHOPS
Free workshops are arranged
to guide with different uses of
products.
 Focus on specific groups of
potential customers when
marketing workshops that will
help advertise your business.

38. Publicized Charity Donations:
 Charities and donations are
publicized for advertisement purpose.
Charitable actions are highlighted
through awards, media attention etc.
 Corporate sponsorships are brilliant
advertising ideas that increase media
attention by encouraging journalists to
make extended communities aware of
your charitable acts.

39. Advertisements on vehicles
Vehicles nowadays play a vital role
in advertisements. Its like a mobile
billboard which has a broad
exposure. Just like the picture
many new ways are introduced for
advertising on vehicles.

40. 3D billboards
3D billboards are a memorable 3
Dimensional viewing experience.
Inflatable props are created to
gain attention , specially designed
to enrich one of the largest
outdoor advertising medium in use
for public.

41. others
Advertising industries are bringing
many more ways of innovative
advertisements day by day.
Other innovations includes product
related items as watches handles in
buses.
Advertisements on bins and roads etc.

43. Attention
It involves attention element of
an advertisement which „catches
the eye‟ and attract attention.
Its purpose is to attract public at
first sight.
A person is likely to be attracted
to advertisements which concerns
him and will be useful for him.

44. Interest
This is the second step to consumer‟s
response. It is called “from eye to mind”
or “from attention to interest”.
All good advertisements start with
consumer‟s point of interest .
 An advertiser‟s approach should be to
establish with the consumer, who is
advertising prospective buyer for the
advertised product

45. Desire
The main job of advertising is the
transformation of an interest into
advertising desire in the consumer‟s
mind for possessing that product.

46. Action
This is the last stage in response to
the advertisements. It prompts action
and turns prospects into buyers of the
product.
Expected action can be secured by
adopting various techniques such
as, gifts, samples, installment
facilities, free demonstration etc. by
using phrases “Don‟t delay”, “Buy
now”, “sale”, “Limited Stock etc.

48. POSITIVE IMPACT

49. Aware customers
 Advertising
can
inform
people
about
different
products and services, their
utilities, cost and other
requirements, and help us in
making better purchases.

50. NON-COMMERCIAL ISSUES
 Advertisements of non-
commercial issues like
AIDS, Polio can help in educating
people.

51. INCREASING SALES AND PROFIT
 The expenses of advertising
may be justified on the ground
that it helps to increase sales
and profit also, which thereby
results in increased
production.

52. CREATE BRAND IMAGE
 People can recognize the
products from the catchy
advertisements they see and
thus sales are also improved.

53. PROVIDING EMPLOYMENT
 New industry will be
established and old industry
will be expanded where
thousands of persons may be
engaged.

54. NEGATIVE IMPACTS

55. PROMOTION OF SOCIAL EVIL

Some firms present immoral
program and features and
crime stories in Television
and Radio for advertising
their products which have a
very bad influence upon new
generation.

56. COSTLY FUNCTIONS
 It is generally criticized that
the cost of advertising to too
high and that such high cost
is covered by the selling price
of the advertising goods.

57. Encourage monopoly
 Big industrialists and
manufacturers may
exercise their monopolistic
control over the market
with the help of
advertisement technique
which is always against the
public interest.

58. Lying to Customers
 Advertisers can and often do bend
and curve the truth for their own
benefit and in order to promote
and advertise own product.

59. Buying problems
 There are numerous similar
types of products which are
advertised in the market. But
is has become impossible for
the average buyer to judge
with any certainly the quality
of the hundreds of articles he
buys.

60. Advertising plays an indispensable part in the success
achievement of any business or organization.