2. ADVERTISING
“The means of providing the most persuasive possible selling
message to the right prospects at the lowest possible cost".
Kotler and Armstrong provide an alternative definition:-
"Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services through mass media
such as newspapers, magazines, television or radio by an
identified sponsor".
3. History of advertisement
• In 15th & 16th centuries-: development of ads in
form of painting.
• 1780-: advertisements appeared for the 1st time
in India in the news paper BENGAL GAZETTE.
• 1905-: 1ST company was established by
B.Dattaram.
• 1934-: 1st full service agency SISTA.
• 1940-: Ads of LUX and HORLICKS
• 1954-: advertising club was set up in mumbai.
4. • 1963-:ITC made record with its slogan “ made for each
other” for wills cigarettes.
• 1964-: ‘tandarusti ki raksha’ campaing for lifebouy.
• 1967-: 1st commercial appeared on vividh bharti.
• 1978-:1st TV commercial.
• 1988-:video “ mile sur mera tumhara” featuring
celebrities from films, cricket and fine arts other public
services campaigns from family planning to literacy too
got and inspiration.
• 1990s-: cable and satellite television grew and internet
set foot in india
5. Nature of Advertising
• A persuasive message.
• Carried by a non-personal medium.
• Paid for by an identified sponsor.
• One way communication.
• Supports other promotional efforts.
• MESSAGE MEDIUM ADVERTISING
11. Functions of advertising
• To differentiate the product from their
competitor.
• To communicate product information.
• Increase brand preference and loyalty
• Reduce overall sales cost
• Increase standard of living
12. Why Advertising ??
• Advertising helps in spreading information about
the
– advertising firm,
– its products,
– Qualities
– place of availability
• Helps to create a non-personal link between the
advertiser and the receivers of the message.
13. Benefits of advertising
To customers :-
• Helps the customers to know about the
existence of various products and their prices
• Educates the people about new products
• Induces the manufacturers to improve the
quality of their products through R&D
14. To society :-
• Provides employment to persons engaged in
writing, designing and issuing advertisements, and
also those who act as models.
• Promotes the standard of living.
• It provides an important source of income to the
press, radio and television network.
15. What advertising can do
• Remind the target audience to buy.
• Announce a new brand or service.
• Create brand awareness.
• Stimulate impulse buying.
• Increase confidence in a brand or a company.
• Fight competition.
• Change attitudes.
16. Advertising wars!
• They are the wars in which big brands
challenge their competitors on their face
through advertising by a message !!
