advertising and its types

1. A
PRESENTATION ADVERTISING
&
ITS TYPES

2.  Advertising is an efficient and effective technique to
promote goods ,services and ideas . It is a paid form of
non- personal communication wherein business
information is made available for potential customers.
WHAT IS ADVERTISING

3.  There are three major sectors of advertising which are
as:
 ADVERTISER
 AD AGENCY
 MEDIA
SEGMENTS OF ADVERTISING

4.  PRINT MEDIA
it is one of the oldest ,but still popular medium of
advertisement it includes:
newspapers
brochures
magazines etc
It is the low budget medium of advertisement, but the
rate varies to great extent depending upon:
MEDIUM OF ADVERTISING

5.  Geographical location (city ,town , etc)
 Brand (of newspaper & magazine) and
 Space (how much and which part of the page you are
booking)
 ELECTRONIC MEDIA
It is the most advanced and fastest media , which
reaches the remotest regions of the world in a fraction
of a minute.

6. It includes:
 Radio
 Television
 Internet etc
 OUTDOOR
 It is the cheapest ,but effective medium it includes
flags, banners, events etc

7.  To promote newly launched products among the
potential customers.
 To promote personal selling program.
 To create awareness among maximum people about
your business in a short period of time.
 To enter national or even international market and
motivate new group of customers.
 To enhance goodwill and build credibility among the
customers by promising to provide better quality of
products and services.
OBJECTIVES OF ADVERTISING

8.  Advertising is important for customers.
 Advertising is important for the seller and companies
producing the products.
 Advertising is important for the society.
IMPORTANCE OF ADVERTISING

9.  Introduces a new product in the market.
 Increased sales.
 Fights competition.
 Enhances goodwill.
 Better quality products etc.
MERITS OF ADVERTISING

10.  Adds to costs.
 Encourages sale of inferior products.
 Some advertisement is in bad taste etc.
DEMERITS OF ADVERTISING

11. RETAIL ADVERTISING
 Retail advertising may be defined as a
process by which retailers promote
awareness and interest of their goods and
services in an effort to generate sales from
their consumers. OR
 It is a non personal paid form of
communication from an identified retailer
or retail store in order to create awareness
about products and services of retailer and
to influence consumer purchase behaviour.

12. Objectives of retail advertising
 Create and communicate a store image.
 To build store traffic.
 Build store brand awareness.
 Deliver sales promotion messages.
 Establish a store brand that resonates with the local
audience.
 Create consumer desire to shop at this particular
store.etc

13. RETAILADS
Ads that encourage potential customers to buy a specific product
or service are known as retail ads.
These ads often include specific products, their prices, sales
dates, coupons and a call to action.
Examples of retail advertising include car dealer ads,
supermarket inserts in newspapers and clothing and jewelry store
ads. These ads are often nothing more than a list of products with
prices, often pointing out the discounts offered.

14. Media of Retail advertising
Retail Advertising is mainly confined to local media. The principal
media for retail advertising are:
 Nothing works better than promoting a brand / store
through signboards, billboards, hoardings and
banners intelligently placed at strategic locations like railway
stations, crowded areas, heavy traffic crossings, bus stands,
near cinema halls, residential areas and so on. Such advertising
is also called as out of home advertising.
 Print media is also one of the most effective ways to promote a
store or a brand. it includes Newspapers, magazines,
catalogues, etc . Retailers can buy a small space in any of the
local leading newspapers or magazines or Regional
newspapers; give their ads for the individuals to read and get
influenced . Or free distribution newspapers called as
shoppers.

15.  Direct mail to regular customers and door-to-door leaflet distribution.
 Regional commercial Television also helps the store to paste its image to a
wider audience. Now a days retailers also use local celebrities to endorse
their products for that extra zing. Celebrities are shown using the particular
brand and thus making it a hit amongst the masses. e.g. Virat kohli--the
famous Indian cricketer endorses TVs motorcycles, MRF tyres, Adidas, etc
A child gets influenced to drink Boost because his favorite cricketer drinks
the same.
 Radio Advertisements also help in creating brand awareness. RADIO is
used by local retailers because it has a low cost ,a high degree of
geographical and audience selectivity.
 Point of sale displays within the shop ,Window and in store displays.
 INTERNET.

16. CHALLENGES FACED BY RETAILERS
 There is a intense competition among the retailers
which is putting pressure on the retailers margin.
 Retaining customers has become a challenge due to
changing lifestyle , behaviors ,needs and wants.
Youth customers do not mind travelling distances to the
shop of their choice which again changes from time to
time.
 Right type of promotional offers.
 Location AND rent.
 Lack of talented workforce.etc

19. WHAT IS NATIONAL ADVERTISING?
National advertising consists of persuasive words and images
generally used by a business to sell its product to a national market.
It is not confined to any geographic area within the nation.
This type of advertising is undertaken mostly by the marketer of a
branded product or service sold through different outlets in the
distribution channel, wherever they may be located.
National advertising conveys mass marketing effort. In reality this
does not necessarily mean that the product is sold nationwide.

20. National advertising often identifies a specific target audience and
attempts to create an image for the product.
It is expensive and used by large, well funded organizations.
National advertisers run ads on television, radio, newspapers and
magazines, internet etc.
Examples: McDonald's, Taco Bell, Johnson & Johnson.
Famous national advertisers: Hindustan Levers, ITC, TISCO
Contd…

21. OBJECTIVE OF NATIONAL
ADVERTISING
The objective of national advertising is to inform or remind
consumers about a company or brand.
The ad may intend to communicate brand features, benefits,
advantages or uses and to create or reinforce its image so that the
consumers will be predisposed to buy it.
This type of advertising is done by a manufacturer and is in
contrast to that done by a retailer.

23. DEFINITION
 Advertisement by retailers that include the specific
mention of manufacturers, who....in turn....repay the
retailers for all or part of the cost of advertisements.
 For eg; between The Ford auto brand at national level
and the individual Ford car dealers
 Mc Donald and coca cola

26.  Co-operative advertising is a cost effective way of manufacturers ,
retailers or distributors to reach their target markets.
 Co-operative advertising policies differ from manufacturer to
manufacturer, most will pay a portion of the advertising costs and supply
the retailer with photos or graphics to use in the ad ( or sometimes the
entire ad itself), whether for print, radio or television.

27.  A manufacturers contribution to a co-operative advertising campaign can
range from a large amount of money to promotional gim-micks and point
of purchase displays.
 Using co-operative advertising cuts down not only on your media cost but
also on your ad production and creative expenses as well.

28. DRAW BACK
The major drawback of co-operative advertising is that
some manufacturers have more restrictive programmes than others

29.  Another form of co-operative advertising is sponsored by shopping districts
or centres , which feature an advertisement from each retailer in the
shopping centre.
 These promotions are often found in local newspapers for back- to –school
specials, mothers day , fathers day and so on.

30. Some tips to help you get the most
out of cooperative advertising:
 Keep careful record of how much you have purchased
from each supplier.
 If you are trying something unusual, get prior approval
from each vendor before proceeding
 If you are preparing your own ad, work with an
advertising professional
 Make sure your companies name stands out in the ad
 Expect vendor to help out after all you are bringing
them business

31.  Political advertising is a form of campaigning used by political candidates to
reach and influence voters.
 Political advertising involves the use of advertising by politicians to bring their
messages to the masses

32.  In political advertising the central focus is the marketing of ideas, attitudes and
concerns about public issues including political concepts and political candidate.
 The essential task of political advertising is to gain the confidence of people for
their acceptance of ideas and influence people to vote

33.  Political advertising differs from commercial advertising in that a product is
either a person or a philosophy rather than goods and services.

34. Types of political advertisements
During elections people are exposed to many different advertisements
that support, demean, or respond to attacks about political candidates…
 Praising the candidate
 Condemn the opponent
 Respond to attacks to the candidate

35. Praising the candidate
 Praising the candidate is the first kind of ad that a campaign will run in
support of their candidate. These type of advertisements show the
strengths of the candidate.
 They paint the candidate in a positive light, making him seen likable.
 These advertisements are used to explain the candidates stance on the
issue

36. Condemning the candidate
 Condemning the opponent is the second type of
advertisement that political parties will employ to make
there candidate look better.
 These advertisements are designed to paint the
opposing candidate in a negative light.
 These ads look on the candidates past and focus on
his/her shortcomings
 The aim of these advertisements is to increase the
negatives that are linked to the opposing candidate

37. Respond to attacks
 Final advertisement is the one that political parties will
run in response to attack ads
 These ads need to occur rapidly after an attack ad is
aired
 They also need to be used repeatedly to be effective
 They respond to attacks and give the candidate a
chance to reconcile with the viewer

38. Thank you!