4. Advertising
Advertising is paid, non-
personal communication from
an identified sponsor using
various media to persuade
and influence an audience.
5. Functions of advertising
Advertising identifies products and differentiates it from others (e.g.
different brands, packaging)
Adv. communicates information about the product, its features and
its location of sale.
Adv. induces customers to try new products and suggests reuse.
Adv. stimulates the distribution of a product. (helps increase the
demand of the product)
Adv increases the use of product since more people become aware
of the product.
Adv builds brand value, brand preference and loyalty.
It lowers the overall cost of sales.
6. Types of Ads
Brand advertising/ National Consumer
advertising
Retail/ Local advertising
Political advertising
Directory advertising
Direct-response advertising
Business to business advertising
Institutional advertising
Public Service Advertising
Interactive Advertising
7. Reasons to advertise
To announce a new To announce location of
product stockists
To expand the market to To educate consumers
new buyers To maintain sales
To announce a To challenge competition
modification
To remind
To announce a price
change To retrieve lost sales
To announce a new pack To please the sales force
To make a special offer To recruit force
To invite inquiries To attract investors
To sell directly To announce trading
results
To test a medium
To obtain stockists
8. Appeals
Primary Need arousing
Selective Need satisfying
Rational Negative
Emotion Positive
9. Parts of an ad
Trademark
Logo
Brand slogan/ tagline
Caption
Body copy
10. Layouts of ads
Ogilvy layout
Z layout
Single Visual layout
Illustrated layout
Top heavy layout
Upside down layout
11. In this semester
Marketing
Marketing Plan
Media Brief
Media Planning
TVC
Types of TVC
Important points of
TVC
Story boarding
Branding
Consumer Behavior
12. Required outputs (practical)
Product Introduction Survey
Marketing Plan questionnaire
Media Brief Survey results
Media Plan Any other
Print Ad promotional material
made by the group
TVC Storyboard
TVC