History of advertising, Advertising purpose, and functions, Economic, social and ethical aspects of advertising: Advertising and the marketing mix, advertising as a communication process, types of advertising: Major Institutions of Advertising Management.

1. BASIC CONCEPTS
AND INTRODUCTION
Advertising and Media Management

2. Meaning
"Advertising is any paid form of non-personal
presentation of ideas, goods and services by an identified
sponsor".

3. Features of Advertising
• Non-personal
• Persuasive
• Provide Information
• Paid For
• Identified Sponsors

4. PURPOSES OF
ADVERTISING
• To make an instantaneous sale.
• To enhance market share.
• To build primary demand for new product.
• To communicate a price deal.
• To build brand recognition.
• To communicate utility of products, services, ideas or business.
• To help salesmen in achieving sales targets.
• To enhance service reliability.
• To communicate innovative technology.,
• It offers solutions to buying problems.
• It helps to expand and explores new markets.
• It helps to establish a direct contact between manufacturers and consumers.
• It helps in cutting down the production and selling costs.
• It minimizes wastage of time and efforts.
• It provides ideas about style, morality and behavior.

5. Thank You

6. BASIC CONCEPTS AND
INTRODUCTION
Advertising and Media Management

7. FUNCTIONS OF ADVERTISING
• Provide Information
• Consumer Choice
• Enhances Brand Image
• Enhancing Demand
• Effective in the Market
• Profit Maximization
• Cost Effective
• Barring New Entrants

8. BENEFITS OF ADVERTISING
Benefits to Manufacturer
• Enhances sales volume.
• CompetitorsAnalysis.
• Enhancing the brand image.
• Advertising strategies.
• Demand for the product.
• Promotion of products and services.
• Gaining customer loyalty.
• Manage seasonal fluctuations.
• Selling tool for big businessmen.
• Stimulates business recovery in severe recessions.
• Increases interest among dealers in manufacturer's goods.

9. Benefits to Salesmen
• Easyfor thesalesmen tointroduce products, servicesand ideas.
• Reduces theeffortsofsalesmen.
• Customer relationship management.
• Drives theconsumer towards thesalesmen atthepoint of sale.
• Educatesthe sales-force.
• Enhancesself-confidence insalesmen.
• Motivatesthe sales-force.
• Enhancestheefficiency ofsales force.
• Salesforceinachievetheirsales target.
• Enhances the sales force efficiency.

10. Thank You

11. BASIC CONCEPTS AND
INTRODUCTION
Advertising and Media Management

12. Benefits to Distribution Channel (Wholesalers
and Retailers)
• Enhances the sales volume.
• Enhances the labor efficiency.
• Reduces the selling costs.
• Supplements the selling activities.
• Discourages bargaining with retailers.
• Ensures easy sales of the products.
• Enhances the turn-over of the stock.
• Ensures economical sellingby reducingselling overheads.
• Ensures good customer relationship.

13. Benefits to Customers
• Helps the customer to find the best products or services.
• Helps the customers to compare various products and services.
• Helps the customer in buying decision process.
• Ensures value for money.
• Enhances the knowledge of the consumers.
• Creates a positiveimage of good products.
• Reduces dissonance.
• Enhances living standards.
• Helps in eliminating the middlemen.
• Results in cheaper goods

14. BASIC CONCEPTS AND
INTRODUCTION
Advertising and Media Management

15. Benefits to Society
• Leadstodevelopmentof society.
• Enhances employment.
• Leads tohealthy competition.
• Enhances standard of living.
• Providesinformationonsocial,economicaland health issues.
• Helpseducating people.
• Helpstoaddresssocialissuessuch as welfareof animals.
• Accepts and maintains thevalue structure of society.
• Imparts cultural ideas and valuable lessons of life-styles.

16. Thank You

17. ECONOMIC, SOCIAL AND ETHICAL
ASPECTS OF ADVERTISING

18. ECONOMIC
ASPECTS OF
ADVERTISING
• Enhance Product Value
• Enhance Product Utility
• Reduce Prices
• Reduce Production Cost
• Reduce Distribution Costs
• Enhances Demand and Choice
• Overcome Competition
• Enhances Economic Growth

19. SOCIAL ASPECTS OF
ADVERTISING

20. SOCIALASPECTS OF ADVERTISING
• Health Care
• Child Care
• Education
• Family Welfare
• Dowry Prevention
• Safety Problems
• Resource preservation
Example alcohol

21. Thank You

22. Characteristics of Social Advertising
• Public relations advertising.
• Public attention towards the societies issues.
• Initiates public action towards the social problems.
• Sponsored by government, voluntary organizations etc.
• Non-controversial.
• Folk culture.
• Concern to rural people.
• Cultural values of society.
• Ensures consumer welfare.

23. ETHICAL ASPECTS OF ADVERTISING
• Truth
• Avoid Misrepresentation
• Avoid Illusion
• Avoid Misuse of Testimonials
• Substantiating Evidence
• Avoid Deception
• Avoid Psychoactive Ads

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25. ADVERTISING AND THE MARKETING MIX
Promotion Mix
PersonalSelling,
Advertising
Promotion
Public Relation
Trade Fairs
Exhibitions etc
Place Mix
Channel of Distribution
Transportation
Warehousing
Inventory Levels etc.

26. ADVERTISING AND THE MARKETING MIX
Product Mix
Product Design,
Product Quality
Product Line
Product Range
Branding, Labeling
After Sale Warranties etc.
Guarantees
Package
Services
Price Mix
Pricing
Policies,
Pricing Strategies
Credit Terms
Delivery Terms
Margin
Resale Price Maintenance.

27. FACTORS INFLUENCING
MARKETING MIX
• Target Market
• Product Type
• Purchase Decision
• Product Life Cycle
• Advertising Budget
• Media Preference
• Competitors Strategies

28. ADVERTISING AS A
COMMUNICATION
PROCESS
According to Keith Davis,
"Communication is the process of
passing information and
understanding from one person to
another".

29. ELEMENTS OF ADVERTISING COMMUNICATION
ADVERTISER ADVERTISING MEDIA TARGET
AUDIENCE

30. COMMUNICATION
PROCESS MODEL
Source(Sender or Encoder)
Encoding
Channel of communication ( Media)
Decoding
Receiver
Feedback
Noise

31. Thank You

32. SIGNIFICANCE OF COMMUNICATION IN
ADVERTISING
• Building and Maintaining Relationships
• Recognizing Market Needs
• Stimulating Innovation
• Increasing Transparency
• Facing and Overcoming Marketing Challenges
• Inspiring and Motivating Marketers
• Creating Brand Voice
• Creating Powerful Messages

33. CLASSIFICATION OF ADVERTISING
• Classification on the basis of Geographical Area
• Local Advertising
• Regional Advertising
• National Advertising
• InternationalAdvertising
• Classification on the basis of Audience
• ConsumerAdvertising
• Industrial Advertising
• Trade Advertising
• Professional Advertising
• Classification on the basis of Media
• Print Media Advertising
• Electronicor Broadcast Media Advertising
• Outdoor Media
• Other Media
• Classification on the basis of advertisingStages
• Pioneering stage advertising
• Competitive Stages advertising
• Retentive Stage Advertising
• Classification on the basis of Purpose
• Direct Action Advertising
• Indirect Action Advertising
• Direct-Response Advertising
• Primary Demand Creation Advertising
• Selective Advertising
• Classification on the basis of functions
• Social Advertising
• Politicaladvertising
• Product Advertising
• Service Advertising
• InstitutionalAdvertising

34. MAJOR INSTITUTIONS OF ADVERTISING
MANAGEMENT
• 1. Advertiser
• Target Audience
• Present Customers
• Competitor's Customers
• Potential User
• Non-User
• Controlling Institutions
• Government Authorities
• Competition
• Facilitating Institutions
• Mass Media
• Advertising Agencies

35. Functions of Advertising Agencies
• Clients Selection
• Media Selection
• Advertising Planning
• Creative Function
• Research Function
• Purpose of Research:
• Client Approval and Evaluation

36. Types of Advertising Agencies
• Full Service Agencies
• Interactive Agencies
• Creative Boutiques
• Media Buying Agencies
• In-House Agencies

37. Career options in Advertising
• Account Executive
• Copy Writer
• Visualizers
• Creative Department
• Production Department
• Art Department