Role of

Submitted To :
advertising in Ms. Shahd Lakshmi

marketing

Submitted BY :
NAME : Diksha Chopra

CLASS : B.com
(Semester II)

SECTION : C

ROLL NO. : 216

 WHAT IS
ADVERTISING ?
Advertising is any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor.
Philip Kotler
Advertising not only plays a vital role in promoting our
economic growth but it is a colorful and diverting aspect of life.
Peter Drucker
CHARACTERISTICS OF
ADVERTISING

It is a mass non-personal
communication.
It is a matter of record.
It persuades buyers to
purchase the goods advertised.
It is a marketing tool.
FUnCTIONS OF
ADVERTISING

Promotion of sales.
To create awareness about introduction of new
product.
Creation of good public image.
Facilitate mass production.
Education of people.
TYPES OF ADVERTISING

PRODUCT ADVERTISING
CONSUMER ADVERTISING
INDUSTRIAL ADVERTISING
TRADE ADVERTISING
PROFESSIONAL ADVERTISING
 PRODUCT ADVERTISING

The main purpose of this type of advertising is to

inform and stimulate the market about the
advertisers products or services and to sell these.
Eg- POLO Car
 CONSUMER ADVERTISING

It is directed to buyers of consumer products who

purchase them either for their own use or for their
households.
Eg- Surf Excel
 INDUSTRIAL
ADVERTISING

It refers to those advertisements

which are issued by the
manufacturers/distributors to the
buyers of industrial goods.
Eg- Machinery
 TRADE ADVERTISING

It is directed by the manufacturers

to the distribution channel members,
such as wholesalers or retailers.
PROFESSIONAL
ADVERTISING
It is directed to those
decision makers who are
professional people.
Ex- Pharmaceuticals
Role in marketing

Most appropriate way to improve sales may not

involve promotion or ads at all but extensive
distribution, better relationship with trade,
lower price or better quality.
Brand manager should find out exact source of
poor sales. (Eg product purchased once means
ad is successful but no repeat purchase is
problem with quality)
Marketing plan are based on specific problems
or opportunities through situation analysis.
 Reinforce idea of high quality and prestige
(through people, event or situation).
Stress price differentiation for low priced
product.
Role of ad also depend on distribution channel
selected.
Door to Door sales- Introduce sales person
Ads can be targeted for either consumer or
trade. (Trade- push, Consumer- pull)
Advertising can be targeted on distribution
strategy {Intensive (customers), Selective,
Exclusive (dealers)}
 Identify
Market Media
Briefing Target
Research Selection
Audience

Ad
Decide Executio
designin
place n
g&
and time
Creation

Performan
ce Check
 PROCESS OF ADVERTISING

Briefing- Advertising process starts with briefing - a

document confirming understanding between client and
advertising agency on - what product to advertise, objective
of advertising, time-frame of ad campaign, strategies to
reach the audience, and total estimated cost.
Market Research- After briefing market research will
done. Research include - comparison of advertiser's product
or service with competitor's product or service, consumers'
perception of their brand in comparison to their competitors.
Identify Target Audience- Next step is to identify target
audience. Using themarket research, the advertising
agency will identify the target audience.
 Media Selection- Using the research, the
advertising agency or the media agency will select
the media that should be used to reach the target
audience in the most cost effective way.
Ad Designing & Ad Creation- At this step
thecreativepeople of advertising agency will
convert the advertising communication into words
and pictures. The advertising agency may get the
filming or taping done by outside production
companies.
Decide Place & Time- This step is to decide where
and when the advertisement will be shown. Traffic
department within the advertising agency will ensure
that the commercials are ready on time and all
required legal approvals have been granted.
 Execution- Finally the advertisement will be
executed.
Performance Check- Once the advertisement is
executed, the media agency will check its
performance
Sales Techniques In advertising

Product Sales Per Inquiry

Oriented Oriented Sales
Approach Approach
Sales Techniques in Advertising

Product-Oriented Approach: Using a product-oriented

approach, you create a magazine, radio station or other
advertising vehicle that creates audiences similar to your
potential clients' customers.
Sales-oriented Approach : these techniques include buy-
two-get-one-free promotions, free color when you buy an
ad in every issue, free banner ads on the publication's or
station's website, frequency discounts, free subscriptions
to the advertiser's customers, customer leads generated
by publication insert cards or a flat discount given at the
discretion of the sales rep.
 Per-Inquiry Sales: If you are confident
enough that your vehicle will be a very
good source of inquiries or sales for an
advertiser, you can sell inquires to the
advertiser. These inquiries can come
from publication blow-in cards that
readers return, requests for information
from visitors to your website or phone
call requests. You charge your advertiser
a set fee for each inquiry.