Marketing Communication Assignment

What is an advertisement?
Advertising is a means of communication with the users of a product or service. Advertisements

are messages paid for by those who send them and are intended to inform or influence people
who receive them.
Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or
services by an identified sponsor. (According to Kotler)
Advertising is any communication, usually paid-for, specifically intended to inform and/or

influence one or more people.
Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television, print
(newspapers, magazines, journals etc.), radio, press, internet, direct selling, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colors, sounds, visuals and even people
(endorsements).
The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries the ads, and a host of people like copy editors, visualizers,
brand managers, researchers, creative heads and designers who take it the last mile to the
customer or receiver. A company that needs to advertise itself and/or its products hires an
advertising agency. The company briefs the agency on the brand, its imagery, the ideals and
values behind it, the target segments and so on. The agencies convert the ideas and concepts to
create the visuals, text, layouts and themes to communicate with the user. After approval from
the client, the ads go on air, as per the bookings done by the agency's media buying unit.
1
Characteristics Of Advertising
 Paid Form: Advertising requires the advertiser (also called sponsor) to pay to create an
advertising message, buy advertising media slot, and monitor advertising efforts.
 Tool For Promotion: Advertising is an element of the promotion mix of an organization.
 One Way Communication: Advertising is a one-way communication where brands
communicate to the customers through different mediums.
 Personal Or Non-Personal: Advertising can be non-personal as in the case of TV, radio,
or newspaper advertisements, or highly personal as in the case of social media and other
cookie-based advertisements.
Types Of Advertising
Advertising activities can be categorized into above the line, below the line, and through the
line advertising according to their level of penetration.
 Above the line advertising include activities that are largely non-targeted and have a

wide reach. Examples of above the line advertising are TV, radio, & newspaper
advertisements.
 Below the line advertising include conversion focused activities which are directed
towards a specific target group. Examples of below the line advertising are billboards,
sponsorships, in-store advertising, etc.
 Through the line advertising include activities which involve the use of both ATL &
BTL strategies simultaneously. These are directed towards brand building and
conversions and make use of targeted (personalized) advertisement strategies. Examples
of through the line advertising are cookie-based advertising, digital marketing strategies,
etc.
Advertising activities can also be categorized into 5 types based on the advertising medium used.
These types of advertisements are:
 Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

 Broadcast Advertising: Television and radio advertisements.
 Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
2
 Digital Advertising: Advertisements displayed over the internet and digital devices.
 Product/Brand Integration: Product placements in entertainment media like TV show,
YouTube video, etc.
The Objectives of Advertising

There are 3 main objectives of advertising – to inform about the brand or offering, to persuade to
buy or perform a task, and to remind and reinforce the brand message.
 To Inform
Advertisements are used to increase brand awareness and brand exposure in the target market.

Informing potential customers about the brand and its products is the first step towards attaining
business goals.
 To Persuade
Persuading customers to perform a particular task is a prominent objective of advertising. The

tasks may involve buying or trying the products and services offered, to form a brand image,
develop a favorable attitude towards the brand etc.
 To Remind
Another objective of advertising is to reinforce the brand message and to reassure the existing
and potential customers about the brand vision. Advertising helps the brand to maintain top of
mind awareness and to avoid competitors stealing the customers. This also helps in the word-of-
mouth marketing.
Other objectives of advertising are subsets of these three objectives. These subsets are:
 Brand Building
 Increasing Sales
 Creating Demand
 Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.
3
Importance Of Advertising
 To The Customers
Convenience: Targeted informative advertisements make the customer’s decision-making

process easier as they get to know what suits their requirements and budget.
Awareness: Advertising educates the customers about different products available in the market
and their features. This knowledge helps customers compare different products and choose the
best product for them.
Better Quality: Only brands advertise themselves and their products. There are no
advertisements for unbranded products. This ensures better quality to the customers as no brand
wants to waste money on false advertising.
 To The Business
Awareness: Advertising increases the brand and product awareness among the people belonging
to the target market.
Brand Image: Clever advertising helps the business to form the desired brand image and brand
personality in the minds of the customers.
Product Differentiation: Advertising helps the business to differentiate its product from those
of competitors’ and communicate its features and advantages to the target audience.
Increases Goodwill: Advertising reiterates brand vision and increases the goodwill of the brand
among its customers.
Value For Money: Advertising delivers the message to a wide audience and tends to be value
for money when compared to other elements of the promotion mix.
Advantages Of Advertising
Reduces Per-Unit Cost: The wide appeal of advertisements increases the demand for the
product which benefits the organization as it capitalizes on the economies of scale.
4
Helps In Brand Building: Advertisements work effectively in brand building. Brands who
advertise are preferred over those which doesn’t.
Helps In Launching New Product: Launching a new product is easy when it is backed by an

advertisement.
Boosts Up Existing Customers’ Confidence in The Brand: Advertisements boosts up existing

customers’ confidence in the brand as they get a feeling of pride when they see an advertisement
of the product or the brand they use.
Helps In Reducing Customer Turnover: Strategic advertisements for new offers and better
service helps reduce customer turnover.
Attracts New Customers: Attractive advertisements help the brand in gaining new customers
and expanding the business.
Educates The Customers: Advertisements inform the customers about different products

existing in the market and also educates them in what they should look for in an apt product.
Disadvantages Of Advertising
Increases The Costs: Advertising is an expense to the business and is added to the cost of the
product. This cost is eventually borne by the end consumer.
Confuses The Buyer: Too many advertisements with similar claims often confuses the buyer in
what to buy and should he buy the product or not.
Is Sometimes Misleading: Some advertisements use smart strategies to mislead the customers.
Only For Big Businesses: Advertising is a costly affair and only big businesses can afford it.
This makes small businesses out of competition with big businesses who get to enjoy
a monopoly in the market.
Encourages The Sale of Inferior Products: Effective advertisements even lead to the sale of
inferior products which aren’t good for the consumers.
5
References
Avcıkurt , Cevdet, (2010), Turizmde Tanıtma ve SatıĢ GeliĢtirme,DğiĢim Yayınları,Ġstanbul.
BUELL, Victor. P.(1966), Tested Advertising Methods, London, Pan Books L.T.D.
FUTRELL, Charles M., (1996), Fundamentals of Selling: Customer For Life, Chicago
HACIOGLU, Necdet, (2000), Advertising Management: Concepts & Cases
KOTLER, Philip, (2003), Marketing Management, New Jersey, Prentice Hall Publications
KOZAK, Nazmi, (2006), Turizm Pazarlaması, Ankara, Detay Yayıncılık
OBERHAUS,Mary A., (1993), Professional Selling, A Relationship Process, Newyork, Dryden

Press
OLALI, Hasan, ALP, T, (1986), Turizm, Türk Ekonomisindeki Yeri, Ġzmir, Ofis Ticaret
Matbaacılık

Marketing Communication Assignment

Uploaded by

Copyright:

Available Formats

Marketing Communication Assignment

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Communication Assignment

Uploaded by

Copyright:

Available Formats

What is an advertisement?

Advertising is a means of communication with the users of a product or service. Advertisements

Advertising is any communication, usually paid-for, specifically intended to inform and/or

 Above the line advertising include activities that are largely non-targeted and have a

 Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

The Objectives of Advertising

Advertisements are used to increase brand awareness and brand exposure in the target market.

Persuading customers to perform a particular task is a prominent objective of advertising. The

Convenience: Targeted informative advertisements make the customer’s decision-making

Helps In Launching New Product: Launching a new product is easy when it is backed by an

Boosts Up Existing Customers’ Confidence in The Brand: Advertisements boosts up existing

Educates The Customers: Advertisements inform the customers about different products

Is Sometimes Misleading: Some advertisements use smart strategies to mislead the customers.

HACIOGLU, Necdet, (2000), Advertising Management: Concepts & Cases

KOZAK, Nazmi, (2006), Turizm Pazarlaması, Ankara, Detay Yayıncılık

OBERHAUS,Mary A., (1993), Professional Selling, A Relationship Process, Newyork, Dryden

You might also like