V AMA defines advertising as ´any paid form of

non-personal presentation and promotion of

ideas, goods and services by an identified
sponsorsµ.
V Advertising refers to mass selling techniques
when direct face to face selling is not
possible or is too time consuming and
expensive.
An 1895 advertisement for a
weight gain product
V !he Volkswagen ad campaign³
featuring such headlines as
"!hink Small" and "Lemon"
(which were used to describe
the appearance of the car
V !he 1960s saw advertising
transform into a modern
approach in which creativity
was allowed to shine
V !his period of American
advertising is called the
Creative Revolution .
!his simple ad dramatizes that the Volkswagen
Golf is a roomy car while holding the viewer·s
attention in an entertaining manner
V !he marketing mix has been the key concept to
advertising. !he marketing mix was suggested by
Jeremy McCarthy, professor at Harvard Business
School, in the 1960·s. !he marketing mix consists
of four basic elements called the four P·s
Product is the first P representing the actual
product. Price represents the process of
determining the value of a product. Place
represents the variables of getting the product
to the consumer like distribution channels,
market coverage and movement organization.
!he last P stands for Promotion which is the
process of reaching the target market and
convincing them to go out and buy the
product.Geana, Mugur Valentin
V To distinguish products from their competitors: !here are so
many products in the market. Sometime the same types of
products are competing in one market.
V To communicate product information_ !hrough advertisement
one company can send its product information to the target
audiences.
V To urge product use: Advertisement can create the urge within
ourselves for a product.
V To expand product distribution: uhen the market demand of a
particular product increases, the retailer and distributor are
engaged in the sale of that product.
V To increase brand preference: !here are various products with
various bands. So we are getting the preference to choose the
band of a particular product with the help of advertisement.
V To reduce overall sale cost: Advertising increases the primary
demand in the market. uhen demand is there and the product is
available, automatically the overall price will decrease.
V
V SALES AS OBJEC! VE
V Communication
V Prompt direct action
V Encourage customer to ask for information
V Giving message of need and its satisfaction
V Product success stories to reinforce
product/brand loyalty
V !he benefit story
V Attitude change- mproving attitude towards
your product
V Reassurance about product quality and continued
availability
V Launch of a new product
V Modification in products
V Change in price
V New packing
V Promotional plans
V Distributors & retailers address
V Educating the customers for proper use of
the product
V !o retreive the lost sales
V Reminder ads and for maintaining sales
V !o recruit staff
V !o appoint distributors and dealers
V !o invite technical staff of individual customer to
ask for literature,come to visit
V Competetive comparative advertising
V !o assist retail sales
V !o help sales person get a foot in the door of
industrial customers
V !o attract investors through special ad
campaigns
V !o export / go international
V !o announce financial results of the firm
V !o sell direct
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V GEOGRAPH CAL SPREAD
V National advertising
V Local advertising
V Global advertising
V !ARGE! GRO P
V Consumer advertising
V ndustrial advertising
V !rade advertising
V Professional advertising
V ndustrial advertising
VP BL C AuARENESS ADVER! S NG
V Product advertising
V Pioneering advertising
V Competetive advertising
V Retentive advertising
V Service advertising
V nstitutional advertising
V Public relations advertising
V Public service advertising
V Financial advertising
V nternational advertising
V staged encounters in public places, giveaways of
products such as cars that are covered with
brand messages, and interactive advertising
where the viewer can respond to become part of
the advertising message
V .Guerrilla advertising is becoming increasing
more popular with a lot of companies.
V !his type of advertising is unpredictable and
innovative, which causes consumers to buy the
product or idea.
V !his reflects an increasing trend of interactive
and "embedded" ads, such as via product
placement, having consumers vote through text
messages, and various innovations utilizing social
network services such as MySpace