ADVERTISING

MANAGEMENT

Advertising
Any paid form of nonpersonal communication
from an identified
sponsor using mass
media to persuade/
influence an audience.

ADVERTISING
A form could be:
a presentation
A sign, a symbol, an illustration,
an ad message in a magazine or newspaper,
a commercial on the radio or on television,
a circular dispatched through the mail or
a pamphlet handed out at a street corner; a
sketch or message on a billboard or a poster
or a banner on the Net.

ADVERTISING

Non personal
Mass communication targeted
towards a large no. of audience
Not on a person-to-person
basis.
No immediate feedback

ADVERTISING
The message is controlled and
conveyed through different kinds of
mass media;
Sponsor is identified
Tries to persuade / influence the
customers to do something or simply
to make them aware of the product/
company.

IMPORTANCE
1.
2.
3.

4.
5.
6.
7.
8.

Provide Product & Brand Information

Provide Reminders and Reinforcement
Very effective means of communication
with customer
Helps to fight competition
Generates employment
Raises standard of living
Helps in decision making
Helps an economy to grow

TYPES OF ADVERTISING
1.

Brand Advertising
Helps to develop long term brand
identity & image.

TYPES OF ADVERTISING
2. Retail Advertising

Advertises
products that are
available in the
retail store.
To:
- Stimulate store
traffic
- Create a
distinctive image
for the retailers.

TYPES OF ADVERTISING
3. Local Adverting
Advertising retailers/ wholesalers who
offers products to a fairly restricted area.

TYPES OF ADVERTISING
4. Political Advertising
To persuade people to vote for politicians
or to their ideas; to improve their image.

TYPES OF ADVERTISING
5. Directory Advertising
For e.g. Yellow Pages, Trade directories
etc. people can refer to them to find out
from where to buy a Product/ Service.
6. Direct Response Adverting

Tries to stimulate sales directly

- consumer can respond by telephone or
internet & the product is delivered to the
consumer.
For e.g. baazi.com etc.

7. Public Service Advertising

Communicate a message on behalf
of some good cause. For e.g. Save
Water, Pulse Polio etc.
8. Interactive Advertising
delivered to those customers who
have access to computer and
internet.

Public Service
Advertising

FORMS OF
ADVERTISING
Print
Broadca
st

Interactiv
e

A.Print Ads.
1. News Paper

6. Hot Air Balloons

2. Magazines:

7. Transit

- Consumer

- Buses/ Truck

- Business

- Bus Shelters

3. Posters
Stations
4. Billboards
5. Kiosks
Pages

- Railway
- Sub Ways
8. Directories : Yellow

Newspaper Ads

Magazine Ad

Pole Kiosks
These are small display on poles which is continuously
on the road side. Mostly in the center barrier of the
road. Pole kiosk are generally small side display
includes LOGO and slogans. it is a Impressive
Medium of Advertising.

Digital Kiosks

Kiosks are self-standing booths that

are used to deliver products, supplies,
in addition to providing information to
the customers.
Provided an easy means for the
companys products; and made an
effective as well as efficient
advertising tool to endorse the
companys products. They are found
in all public places, including shopping
centres, malls, bus stands, railway
stations, airports, as well as hotels.

Kiosks

B. Broadcast

Transmit sounds &/ or images

electronically.
TV Commercials
Radio

Interactive
Bridges the gap between print & broadcast
media.

printed material can be delivered on line

message is delivered electronically.

1. World Wide Web

carry information about sponsor & sales
message and supplementary information
2. Banner Ads
Usually placed on a web site. For e.g Visa's

3. E- mails
Unsolicited/ Junk mails
4. Sky Scrappers
Extra long Ads running down the
right or lift side of a web site.
5. Pop Ups
Ads that burst open up on the
computer screen.