Meaning, Nature, & Scope of Advertising ,Advertising and Other Promotional Tools

TOPIC:-

SUBMITTED TO:-

SUBMITTED BY:MOHD. AHASAN ANSARI MOHD. ARIF MOHD.NASIR KHAN MEENAL SRIVASTAVA

APURVA MAAM

MEANING OF ADVERTISING Advertising is the promotion of a company's products and services carried out primarily to drive up sales of the products and services. It is also done to build a brand identity and communicate changes in old products or introduce new product/services to the customers. Advertising is used by marketers to reach target markets with messages designed to appeal to business firms, not-for-profit organizations, or ultimate consumers.

DEFINITION OF ADVERTISING "Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy. According to Wheeler

THE MAIN FEATURES OF ADVERTISE ARE : It is directed towards increasing the sales of business.
Advertising is a paid form of publicity

It is non-personal. They are directed at a mass audience and not at the

individual as is in the case of personal selling.

OBJECTIVE / FUNCTIONS OF ADVERTISING

The purpose of advertising is nothing but to sell something -a product, a service or an idea. The real objective of advertising is effective communication between producers and consumers.

PREPARING

GROUND FOR NEW PRODUCT

New product needs introduction because potential customers have never used such

product earlier and the advertisement prepare a ground for that new product.

CREATION OF DEMAND
The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them.

 INFORMING THE CHANGES TO THE CUSTOMERS

Whenever changes are made in the prices, channels of distribution or in the product by
way of any improvement in quality, size, weight, brand, packing, etc., they must be informed to the public by the producer through advertisement.

FACING THE COMPETITION

Another important objective of the advertisement is to face to competition. Under

competitive conditions, advertisement helps to build up brand image and brand loyalty
and when customers have developed brand loyalty, becomes difficult for the middlemen to change it.

ADVERTISING PROCESS

Tactics

Creative execution

Big idea

Advertising strategy

For Example of Thums Up

:
The advertising strategy has been to position itself as a strong-testing cola for todays young adult males. Thums Up has unusually high carbonation, the highest in any cola, which has gone down very well with Indian taste bunds.

This Big idea of showing machonism is supposed to convey the message of Thums

Ups strong taste for strong people. In other words, the message of strong taste
for young males is metamorphosed into the big idea of showing machon-ish adventure sports.

The creative executions of this adventure tack have run the gamut from bungee jumping to sky diving, and from jet skiing to train top escapades with macho-ish

celebrities like Salman Khan, Suniel Shetty, Akshay Kumar. Further creative
elements like the tagline urging Taste the Thunder.

The tactics involve decision like spending high in television advertising; promoting more in the core markets of Thums Up

Global Level :-

By Internet

National Level :- By Television Local Level :- By News paper, magzines,etc.

Now the next topic is Nature of advertising continue presented by

MOHD.ARIF

NATURE OF ADVERTISING

Advertising is important element of promotion mix and it is a process

which gives information to the masses about product and services . It

is a paid publicity sponsored by the advertiser. It is a persuasion which

is controlled and influences the target audience.

1.ELEMENT :Element of Marketing Mix. It is also an important element of marketing Mix which includes the 4 ps- Price, Product, Promotion and Physical distribution. A proper Promotion Mix is necessary for the advertisement to be effective.

2.PROMOTION MIX :The element of the promotion Mix includes , Advertising ,Sales, Promotion, Personal Selling and Publicity. (I)PERSONAL SELLING :involves carrying of the massages to the consumer by individual salesman and make them purchase the product.

(II)SALES PROMOTION:It is the technique of motivating the customer to purchase the product. The motivation is bought about by offering the cash discount ,tax deduction , free items and other incentives .Sales promotion adds value to the product Buy two take one free etc.

(III)PUBLICITY:It is not paid by sponsors. Publicity comes automatically .It can be positive or negative publicity on which the individual or the incident published has no control.

(IV)MASS COMMUNICATION:It informs not one person but a group of person who may be the prospects of purchase .The mass communication media includes radio , television , newspaper etc.

(V)MESSAGE :-

These are carries of advertisement which inspires customer to purchase a product. Message writing or copy writing is an art and a lot of effort and money is put into it . The color , design , structure of the message is given great importance. (VI)ADVERTISING AGENCY:It helps the advertiser in all possible ways and integrates its efforts with that of the company or the advertiser. (VII)SPONSOR:-

This is a person who pays for the advertisement. He is define and disclose the ideas,
message and information to be advertised.

(VIII)CONTROL:The time , place , message and direction of advertising is controlled to make it effective and

purposive. Advertisement can be controlled but publicity cannot.

(IX)IDENTIFIABLE:The message and presentation should be recognized by receiver and customers.

(X)TARGET GROUP :-

Advertising aims at a target group of audience , while framing an advertisement target group is considered.

PROMOTIONAL TOOLS

ADVERTISING

SALES PROMOTION

PERSONAL SELLING

PUBLIC RELATIONS

Advertising is communication with current and potential customers and consumers, done through

paid mass media.

Advertising presents or promotes the product to

the target audience through a variety of media such as TV, radio, cinema, online and magazines to encourage them to buy.
than TV

When deciding which type of advertising to use a business needs to consider factors like: Reach of the media national or local; number of potential customers it could reach; how long before the message is seen Nature of the product the media needs to reflect the image of the product; a recruitment ad would be placed in a trade magazine or newspaper but a lipstick ad would be shown on TV or womens magazines Position in product life cycle launch stage will need different advertising from products undergoing extension strategies Cost of medium & size of advertising budget e.g. local newspaper advertising is cheaper than radio, which in turn is cheaper than TV.

SALES PROMOTION
Sales promotion is the process of persuading a

potential customer to buy the product. Sales promotion is designed to be used as a short-term tactic to boost sales it is not really designed to build long-term customer loyalty.

METHODS OF SALES PROMOTION Money off coupons customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price. Discount vouchers a voucher (like a money off coupon) Free gifts a free product when buy another product Point of sale materials e.g. posters, display stands ways of presenting the product in its best way or show the customer that the product is there.

PERSONAL SELLING
Personal Selling is a way of promotion activity where sales representative is directly contacting

the customer. Personal Selling is where businesses use people (the sales force) to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product. Products with relatively high prices, or with complex features, are often sold using personal selling.

*A good example of

personal selling is found in department stores on

the perfume and cosmetic counters. *Cars are sold with use of personal selling. Customers are told about

features and are also given test drive.

*A customer can get advice on how to apply the product and can try different products.

PUBLIC RELATIONS
Public Relations is the overall term for marketing activities that

raise the public's consciousness about a product, service, individual or issue. In short, PR is the management of a company's public image that helps the public understand the company and its products.
Public Relationship is communication toward public, but is turned

more to reputation and image of the company, than to it's products.

Public relations (PR) is the practice of managing the flow of

information between an individual or an organization and the public.

 Public relations are done to create an image in the mind of the

consumer and the public. The PR activity can be a press conference, TV interview with company representative, press article about donation of the company to charity,sponsorships,seminars or company magzines. The primary tool of public relation is the press release, or news release and writing feature articles.

 For starting a public relations campaign you have to

follow three stages i.e. plan, outreach and integrate. Planning is the backbone of the success of a public relations campaign. For example if your firm is dealing in beauty products and you want your product to be one of the best selling beauty product then you can launch a beauty PR campaign by organizing an event that features your product.You can call journalists in that event so that your event gets adequate media coverage and your that very product features in leading newspaper. This will make people believe on your product and turn them as your regular customer After planning your public relations campaign, you should concentrate on the outreach of your campaign.For that you should assess the media capability as well as choose the right PR tools to publicize your message.

 You should make sure that you have chosen the right media tool so that it

has the maximum outreach and your brand message could easily reach to your target audiences . For example if your beauty product is targeting younger people then you should not use traditional media like newspapers,your beauty PR campaign should rather use online tools like blogs, social networking platforms etc. because it is this media that the younger generation is more exposed to .
The

third

step

of

starting

public

relation

campaign

is

integration.Integration means integrating your goals, your means and the target audience.This integration finally helps you realize your goals and

your products and services gains a firm ground in the market.