Adverting notes

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Adverting & sale Promotion
Adverting:
Any paid form of non-personal presentation all ideas good and services
by an identify sponsor
“American marketing asstiotion”
Or
Adverting consents of all the activates Involve in presentation to an
adonice a non-personal sponsor identified,paid for massages about a
product or an organization
“William j.stapon”
Characteristics& features
1. Paid form of communication
2. Information pursued
3. Non personal
4. Goods , ideas , services
5. An identified identified sponsor
6. Selected target market
Objective & purpose of adverting
 To inform
 To persuade [suspect –prospects-buyer ]
 To Remind
 Support middleman

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 To support company’s sales force
 To expand the market
 To sale direct to customer
 To ensure success of sales promotion schemes
 To expense the market
 To announce a change
 To Seles diverted to costumer
 To company Adverting
Personal selling:
Personal selling is contractive prospective buyers personally to sale a
product or services.
Personal selling is an oral presentation in conversation with one more
prospective purchase for the purpose of making sale
“American marketing asstiotion”
Features of personal sellingCharacteristics
 Personal selling is a process
 Personal selling is a mode of direct selling
 Personal selling is a goal ordinated activity
 Personal selling is a paid form of commination
 Personal selling is a basically art
 Personal selling is an imported important element of marketing
promotion mix
 The role of sale man crucial in it
 In Personal selling an oral Presentation is made to prospective
buyers

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 Personal selling is also a form of business selling
Process of Personal selling
Objective of personal selling
 To keep customer informed to changes in the product line
 To assist the customer in product line in taking purchasing the
behavior
 To serve existing the customer
 To provide technical assistances and advise customer and
middleman
 To search out and paten new customer
 To collect and report make information or interested matters to
company management
 To surer mantel customer cooperation in stocking and
promoting product line
Advantage of personal selling
I. Personal selling reduce the cost product
II. It minimizing wastes
III. It help to reduce marketing cost
Prospective Geo approach Prsutative
Heading objective
o
o
Closing salesFollow up

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IV. it carries advantage flexibility
V. It fasciitis costumer
VI. It is a two way communication
VII. It is help to nitrogen Nero product to the marketing
VIII. It goods to actually
IX. It cared sweet and familiar relation which customer
Limitation & disadvantage of personal selling
Personal selling accommodate any a limited number of customer
at a given time
It is quite expensive
It is specify on retiled level as pure image in the eyes of number
of buyer
Limited applicability
Good and competed Seles parson are not easily formed
Public relation
Public relation is a Delbert planned and sustained effort to
establish a matter mutual understanding b/w organization
and its public
Or
Public relation is an organizing bored over all commination
effortsinterval to influencesversosgroups attitudes to
toward that organization
(W.J. stantal)
Or
Public relation involve a verities of a protect or programs
decision to promote or a company images or its indelible
product

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Characteristics & nature of Public relation
It is a two way commination b/w and origination and its public (
employ, suppler ,governments , intermediaries, finical,
community ,and local community)
It is a method of establishing and its public
It is an impotent promotion mix tools
It is a social responsibility of each bushiness
Public relation actually can be targeted to a small speculation
audiences if the right media achieve in used
It us not only an art but science also
It is help deadening faunal an images of an origination and its
product among it is voeiouse public
The furcation of the public relation department is to assist top
management in executing police and developing and good
relation which the various public
Tools of public
relation
Audio visual mattered
speeches
Postenlibits
Public service activities
Events
Ransareship
Photography
Printed material

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Sales promotion techniques
Sales contests
Sales training manuals
Demonstration
Sales meetings
Packet with promotion materials
Advantages of sales promotion
Increase in sales
Chang of attitudes
Brand switching
Reduced cost
Competing advantages
Demand creation for product
Probing life cycle of product
Increase goodwill of firm
Target audience
Disadvantage of sales promotions
Short term
Decrees in brand loyalty
Price sensitivity
Hidden cost – sales force cost

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Sales promotion technique
Costumer
promotions
technique
Middleman
promotions
technique
Sales force
promotions
technique
Price reducing or
rebets
Trading stamps or
ticket
Copen’s
Primes or gifts
Fairs and
exshubasion
Money refrainsoders
Force trails
Catalog
Product demotion
Product warranties
&garrnetis
Rode shows
Contents & swept
Costumer services
Free samples
Exchange offers
Special discount
Sales assesses
treadles
Point of parching
display
Trade shows
Delares contest
Froe goods
Adverting allowances
Buy back allowances
Count & recount
allowances
Slotting allowances
Forward dating
Sales contest
Sales training
monades
denostolo
Sales meting
Packet with
promotion
materies

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Trading stamps or ticket: collect and store and attest collection
of a specified number of ticket or stamp buyers can get some product
agent this ticket or stamp
Contents & swept:winner are determine by drawing form all
entry form
Slotting allowances:product pays fess to retailer make believed
the spec on shelf for their new product
Forward dating: the retailer the parching goods at retailer price
during the promotion prides how aver the goods are shipped at a titter
date
Advantage of sales promotion
Increasing sales
Change of attitude
Brand switching
Reduce cost
Competitors advantage
Demand creation for new product
Life cycle of product
Increase goodwill’s fire
Target audience

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Disadvantage of sales promotion
A. Short trams
B. Decrying brand loyalty
C. Price sensitivities
D. Hidden cost
Scope of Adverting
 Massage
 Media
 Merchandize
 Adverting function
 Advertises
Message:a message is should be
Objective:as in cringed sales creation owners when interest intruding a
new product
Activities: as mass commination carrying message etc.
Art and since: art due to creative a billeted of adverting
The five players of adverting
 The advertiser
 The adverting agency
 The media
 The target adverting
Printing
Electronic
a Goods
Service
s

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 The suppliers (an assets adviser adverting agency, media, this
are consular self-employee purpose, song writer, photographer,
printers, market relation etc.)
Function of adverting
Communication with consumer
Persuasion Persuasion by customer by a product series
Contribution to economic growth
Stimulate demand
Developed brands profaners
Steaghensee other promoted mix elements
Innovation
Growth up media
Computation weapon
Brand image building
Advantage of adverting
(1) Advantage to manufacture
 Increge sales
 Study demand
 Lower cost
 Growth
 Qick tusked & sampler invites
 Supplicating salesmen
 Erengment to better performs
 Creation of goodwill

(2) Advantage of costumer
 Facility of portion
 Imperilment in quality
 Elimination of venncesseyinternoliere
 Time saving

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(3) Advantage of middleman
 It garnet quick Seles
 It in to an a sates ran
 It make possible retail price maintnegeer
(4) Advantage of society
 Encouragement to rescreen
 It promoter media
 Glimpse of national life
(5) disadvantage of advertising
 Misrepresentation of factor
 Increased cost
 Deferred ravine entendeture
 Unnecessaey product preotiferotire
 Barriers to entry
 Wastage of national restores
 Managerial difficulties
Importance of adverting in modern marketing
 Economic Importance
 Social Importance
 Psychological Importance
Process of advertisement / 5’m of adverting
Mission-Setting adverting objectives
Money - establishing adverting budget
Message-choosing designing message
Media-rlanning selecting schedule
Measure-evaluation control of adverting

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Role of adverting in economy development in India
 Effect of adverting on product quality
 Increase in economic activity and employment
 Effect on business cycles
 Financial support to redial
 Increasing innovation
 Effect on standard of living
 Effect on competition
 Effect on consumer choice
 Effect on production cost distribution and price
Types of advertising
(1)Advertisingbased on financial matters
It is two types
(a)Commercial advertising :-it seeks profits it is the prices at
publicizing a product or services or trying to sales a product by
drawing people atteineson regaled the particularproduc
Importance Commercial advertising
Interest customer
Boost up business
Strengthen national economy
Help in survival and growth of product
Make product known
(b)Non-Commercial advertising:-it is used around the world by
govt. and non-profit organization to seek deletions volunteers support
to change consumer behavior [ e.g. polio ]

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Role of Non-Commercial advertising
Poplars social Couse
Communicate paltical view point
In to public attitude
Cleanliness of the city
Protection against disease
Avoiding incroodment an footpath
Rehabilitation of beggars and liperts etc.
(2)Advertising based on demand influence level
(a)Primary demand advertisingit refer to generic products like TV
beverage salt milk magazine etc. this is type of Advertisingintend to
promotes the danend of a product and not simple on particular brand
of the product
(b) Selective demand Advertisingit is done whit the objective of
stimulating the demand of specific brand in which the advertiser deals
for e.g. surf, caleget ,sumsungpeapsi, hero ect.
This is type of advertising is employed when a predator is becund the
into decry link cycle stage and is competing formerket share whit
several other brands
(3) Advertising based on objective
(a) Institutional advertising: - it is intended to focus and enhesa the
images of the institution. It does not attempt to sale a particular
product it benefits the organization as a hale big companies like
reliance. L.N.T, TATA, BAJAJ etc. do this type of advertising it is also
known as pressing or corporate advertising

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Objective of institutional Advertising
1. To make the company known
2. To make the its products / services known
3. To make the achvament known
4. To make the value known
5. To make social political / economic / morale statement
(B) Public services advertising (PAS) it is done as part social
responsibility by the advertiser P.A.S communicates a message on
behalf of some good cause, such as stoppingdrunk driving or
preventing child abuse P.A.S is usually doing for by adverting
professional and the media after done etc. The space and time
Some significant issues daft with P.A.S
 Pollution control
 Literacy control
 No tobacco, educated your children
 Some water
 Pay taxes
 Girl child not a burden
(c)Product advertisinga lone no. of advertising for under this
category .the purpose of this advertising in to stimulate the demand of
the product being adverted includes discretion of the product size,
quilt, benefit user etc.
Advertising based on audience
(a)Consumer advertising:- most of consumer goods producers
engage in consumer product advertising . Such advertising is done for
the ultimate user of product by appealing directing to the buyers or
consumer foe e.g. toothpaste cold drink soap mobile etc.

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Following point should be taken in to consideration in case
of consumer adverting
 Most of the businesses are in competitive field and engaged in
advertising
 Non-durable are frequently bought
 Bath rational as well as ideational applies are used
 Use of celabrement endorsement in hoary
 Majoredchunk of adartising business come from here
(b) Industrial advertising or B2B (business 2 business) the
manufacturer of industrial good such or row material machinery
eqceotment , supplies etc. do industrial advertising .such advertising
is done through bride general , magazines ,direct mail etc.
Following point should be considered
 Sonaller percentage as compared to consumer advertising
 Elaborates buying process is involve
 Seeks to build the corporate image
 Raisional applied is used here
 Trade generals are the most sought after media figures
 Mail objective of this class are to inform get orders to stimulates
queries , to empaneled the marketers name and the buyers paned
of sources
(c) Performers advertising there are certain product for which
consumer them Seles do not tack the buying diction perforation lick
doctors engineers architects advocates, dentists, teachers etc. enert
considerable influence and consumer purine purchase decision.
Theseprofessionals recanted or prescribe the pradvets of these
manufactures to altimeter buyers

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(d) Trade advertising this category includes all such
advertisements that are dived to retailer’s wholesales and suppliers of
consumer goods for e.g. Trade general and magazines etc.
Advertising based on geographical coverage
(1)National Advertisingthis Advertising is spread throughout the
country e.g. Brooke bond reliance
(2)Local Advertising this companies with limited resources
production target market do local penetrate the local market
(3)Global Advertisingfirms such as IBM Sonygeneral electric ,
product &gamble etc. advertise globally through interaction media
Response based advertising
(1)Direct action advertising :- the objective of direct advertising
is to abstain the immediate response own short period of time
such advertising eueswoeets link hurry discount offer is valid for
limited prided rudest consumer to bay now etc.
(2) Indirect action advertising :- Indirect action advertising is
designed is stimulate demand o long period of time by building
brand recognition & acceptance . it class net attempt to buying
about an inmmdiale behavior response
(3)Negative advertising :- this type of advertisingdissuades
target audience formpurchasing such product /services which
would net only then but also this society
(4)Subrogates advertising :-it is done when on promotes on
product on services the hope of selling another
Other advertising
(a)Interacts advertising :- it is delineated to indirdule
consumes who hall access to compaction & the internet
advertisement or delivered via web pages advertisement

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(b)Financial advertisingit refers advertising issued by
financial institution like bank mutual funds & other companies
offering sale of shares /debententd to public purposes of this
is to provide imermaston about investment opportunities
(c)Comparatives advertising:- it company a specified
products attributes with empetotors band the overtimes puts
the competitor’s name highlight the goods /services by
company them whit the goods /services of another advertiser
Importance Comparatives advertising
 Demonstrates merits of product
 Product transparency of market
 Facilitate consumer decision marketing
 Strong weapon of marketers
Example Comparatives advertising
 Microsoft - apple
 Pepsi - cock
 Horlicks - complain
 Nestle - Cadbury
Classified advertising:-it is a form of advertising which is
particularly common in newspapers online and other periodicals
public captains or other printing news information of ten lane sections
of classified advertisements classified advertising is called such
becomes it is generally whit in the publication under headlining
classifying the product or services being affirmed
4 e.g. real state, legal natiaes lost and found

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Objective of Classified advertising
 To attract buyer for second hand vehicle like car truck
motorcycle etc.
 To attract buyers for property like plot household goods
commercial property
 To Suk experienced and talented candidates to fill up
 Other goods or people labs and found legalnatices funeral
notices tender natiese etc.
 Matrimonial adds.
Display advertising:-display ads are those adds. Which can appear
an any page throughout a publication unlike the classified ads? Which
have their own section display ads. Are housthat are designed to
standout form their surroundings to catch the eye of the consumer
display adds. In newspaper magazines and online typically conation
bath and graphics
Type of display advertising
(1)Print media display advertising: -display ads. In newspapers
magazines
(2)Onion display advertising: -display ads. On internet whit out
asking users to pay for the use of in side
(3)Outdoor display advertising: -it includes transits poster
billboards

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Unit 3
Planning advertising campaign: -an advertising campaign
includes series advertisement a place in varicose media that are
designs to meet objective and are based an analysis of marketing and
communication situations
Step in advertising campaign
Advertising situation
Product-market variations
Up grading a product
Special affairs
Change in the brand name
New application user or benefits of product
Competition
Distribution and savvies
Seasonal product
Raising capital
Recruitment
Membership and programmers
Appraisal of ads.
Opportunities
Analyze &
define target
market
Set ads.
Objective
Determining
ads. Budget
Decide media
& creative
strategy
hh
Crated ads.Per
test release
ads.
Evaluate final results
(post testing )

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Advertising media: - advertising media is a means or that vehicle
which is used to carry out advertising message from sender to the
intended receiver
Or
Media refers to the channel of communication that carry the message
from adverted to audience (wills. burnett)
The communication channel through which a massage moves from
reds is called media (Philip. Kotler)
Advertising media planning: - media planning is the process of
determining how to us time and space to achieve to audience
(Wells. burnett)
Sources of information in media planning
Marketing sources
Creative source
Themes
Message
Research
Marketing source
 Distribution
 Market sales
 Rivals pattern
Media source
 Popularity of media
 Profiles
 Cost of forecasts
Media planning

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the media planning process
Marketing plan
communication
strategies
Adverting
plan/
strategy
Direct
marketing
plan/
strategy
Sales
promotion
plan/
strategy
Marketing
public
relation
plan/
strategy
Other
Media planning
Target audince
analysis
Media objective
Selection buying
media
Budgeting
Evaluation
Tactics
Scheduling
Creative planning
Creative side
of advertising
Creative pint
advertising
Creative
broadcast
advertising

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Problems in media planning
 Insufficient information
 Inconsistent terminologies
 Time processes
 Difficulty in measuring effectives
Factor influencing advertising
Media decisions
i. The objective of advertising as to introducea new product
to expound in the market to remind to remove
misunderstanding to counter competitors advertising
campaign etc.
ii. Nature of the market local market – local newspaper
iii. Nature of product PLG FMCG industrial goods
iv. Nature of massage long vegan massage
v. Characteristics of buyers illiterate age, language
vi. Media cost cireedtation , coverage of massage
vii. Image of the media
viii. Media use by the competitors
ix. Media anaibalslity
x. Size & nature of business enterprise
xi. Distribution strategy direct selling mail advertising
wholesale retails TV show
xii. Market requirement
xiii. Life of the advertising radio TV short life magazine long
life
xiv. Media circulation
xv. Compilation study of defiant media advantage, limitation of
media should be studied
xvi. Budget

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1. Print media: -advertising in newspaper, magazines, journal, etc.
can be called as print media. it includes print advertising
2. Newspapers:-more 10,000 newspapers are published in India
growth of literacy reading habits paved the way of this media
Type of newspapers
I. On the basis of period /time – daily, weekly, monthly,
II. On the basis of addition - morning, evening, Sunday
III. On the basis of circulation – local, state level, regions, nation,
interaction
IV. On the basis of language –Hindi, English, Gujarati, Panjabi,
V. On the basis of size- tabloid broadsheet, standard
Media of advertising
Print media
Outdoor
media
Other
media
Electronic
media
Direct mail
media
Newspaper
Magazines
Journal
Radio
TV
Cinema
Cable TV
Internet
Cassettes
Audio
Video
DC’s
Poster
Signboards
Vehicular
Wall panting
Electronic
Displays
Sky writing
Balloons
Sand which man
Handbills
Stickers
Sale letters
Circular
Letters
Clothes
Brooders
Falters
Pricelist
Specialty ads.
Directories
Loudspeakers
Winter display
Counter
display
Trade fairs
&
Exhibition

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Advantages of newspaper
flexibility
Range of market coverage
Cheaper
Effecting as by inserting local ads.
Timeliness
Choice
Disadvantages of newspaper
 Short time span
 Only literate can use
 Lack of visual
 Motion / demonstration
 Clutter
Magazine: - it offers specialized information to special audience
Type of magazine
 General Magazine competition success
 On the basis of demographic factor
 Specialized magazines – commerce for business
 Special issues as directories annual etc.
Advantages of magazine
 Long life span – as TV guide nation geographic
 Visual quality – printed on high quality papers
 Target audience – fast company
 Pristing –
 Format
 Colorful pictures and imperative type

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Disadvantages of magazine
 High cost
 Limited flexibility
 Competition & clutter – due to competition clutter arises
 Limited range of frequency
 Long lead time – luck of immediate information
Electronic media:- audio visual/ audio or broadcast media .it
transmitters the information electronically
A. Radio :- radio advertising are normally broadcasted align whit
the popular programmers of music or news the advertiser can
also sponsor programmers
Advantages of radio
I. Best for illiterate people
II. Spoken words are more effective than writer words
III. Selectivity
IV. Cast efficiency
V. Flexibility
VI. Mass coverage
VII. Rating can be earning
Disadvantages of radio
A. It is non-visual
B. Detailed advertising cannot be anointed
C. Caatter
D. People many switch afraid change program whil ads.

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E. Massage an radio are of short duration therefore perishable
Television: -television is the fasted growing media of advertising
become of the phenomenal expansion of electronic media for
communication action sound color emotion for and demonstration
batter than any other median
Advantages / merits of television
 Creativity & impact
 Coverage and cost effectiveness
 Captivity & attention selectivity and flexibility
 Influence
 Fast repeat
Disadvantages / demerits of television
 High cost
 Clutter
 Limited viewer attention
 More suitable for large firms
 Similar to radio advertisement TV advertisement are also
perishable

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