N

IO
T
O
M
O
R
P
G
IN
ADVERTIS
AND SALES

Contents:
1.
2.
3.
4.
5.

Advertising Introduction
Developing the ADVERTISEMENT
Market Segmentation, Targeting, and Positioning
AIDA (Attention, Interest, Desire, Action)
Comparison between traditional and IMC marketing
approach

6.

Defining IMC

7. Reasons for the Growing Importance of IMC

8. Branding
9.

ADVERTISING MANAGEMENT

10. Conclusion
11. References

ADVERTISING

INTRODUCTION
Advertising is a form of communication for marketing and
used to encourage, persuade or manipulate an audience
(viewers, readers or listeners; sometimes a specific group) to
continue or take some new action.
The word advertising comes form the Latin word "advertere
. That means "to turn the mind toward"
Definition According to American Marketing Association
advertising
is anyto
paid
form of non-personal
and
Definition
According
American
Marketingpresentation
Association
promotion is
of any
ideas,
goods
and
by an identified
sponsor.
advertising
paid
form
ofservices
non-personal
presentation
and

promotion of ideas, goods and services by an identified

sponsor.

Developing the ADVERTISEMENT

MISSION
-sales goods
-advertising
objectives

MESSAGE
-Message
generation
-Message
evaluation
-Message
execution
MONEY
-stage of
PLC
-market
share
competition
-Advertising
frequency

MEDIA
-Reach,
frequency
-Major media
types
-Specific
media vehicles
-Media timing
-Geographical
media
allocation

Measurem
ent
Communic
ation
-Sales
impact

Market Segmentation, Targeting, and

Positioning
Segmentation is the process of classifying customers into groups which share
Segmentation is the process of classifying customers into groups which share some
some common characteristic
common characteristic

Targeting involves the process of evaluating each segments attractiveness and selecting
one or more segments to enter

Positioning is arranging for a product to occupy a clear, distinctive and desirable place
relative to competing products in the mind of the consumer

AIDA (Attention, Interest, Desire, Action)

Attitude Based Decision Process:

Stages
Hierarchal steps

Comparison between traditional

and IMC marketing approach
Traditional Approach to Marketing Communications :

Contemporary IMC Approach

Defining IMC
used
s
s
e
c
s s pr o a l ua t e
e
n
i
s
u
egic b cute and ev ve
t
a
r
t
s
e
si
sa
IMC i develop, ex able, persua ith
,
r
to plan ated, measu programs w
n
n
coordi mmunicatio rs, prospects l
co
me
erna
o
t
t
x
s
e
u
t
c
brand
n
ers,
leva
m
e
r
u
s
r
n
e
i s to
o
h
t
c
C
.
o
s
M
e
d
I
c
n
f
n
goal o rt-term
y e e s a e r na l a udi e
o
e
l
h
p
T
m
e
t
te sho
a
and in
r
e
n
and
e
s
g
n
r
u
t
a l re
financi -term brand
ong
build l alue.
v

Reasons for the Growing

Importance of IMC

Branding

Brand Identity is a
combination of factors:
Name, logo, symbols,
design, packaging, product
or service performance, and
image or associations in the
consumers mind.

IMC plays a
major role in the
process of
developing and
sustaining brand
identity and
equity.

ADVERTISING MANAGEMENT

Defining
advertising
Target

Advertising
OBJECTIVES

ADVERTISIN
G
MANAGEMEN
T

Advertising
Effectiveness

Selecting
Media

Developing
STRATEGY

Setting the
Advertising
BUDGET

ADVERTISING TARGET
The advertising target is the audiences, towards whom the
ad targeted.
Sometimes this target encompasses the entire target
market.
In other cases it includes only a subset of target market.

ADVERTISING OBJECTIVES
The basic objective of advertisement is effective
communication b/w producers and consumers. Some
following objectives are:
Preparing ground for new product
Creation of demand
Facing the competition
Creating and enhancing goodwill
Informing the changes to the customers
Neutralizing the competitors advertisement

ADVERTISING BUDGET

Its a component of the total promotion budget, must be allocated

among markets, brands & media.
Under this system, brands in the introductory stage would receive
more funds than those in the maturity stage.

There is 5 factors are consider for setting the

budget
-Product life cycle stage
-Market share & consumer base
-Competition & clutter
-Product substitutability
-Advertising frequency

ADVERTISING STRATEGY
1. Selects an appeals
the ad concepts

4. Provides technical direction

the ad elements
& production

2 Formulates

3 Develops

Head
lin

ion
t
a
r
t
s
Illu
Copy

re
u
t
a
n
g
i
s

ADVERTISING MEDIA
In advertising, mass communication channels are called
advertising media, like- newspaper, magazine, radio, TV
.etc.

The major type of advertising media are- print, broadcast, direct,

location.

Print media
More information can be communicated more accurately through print media
than others.
The major type of print media are Newspaper, Magazines, Brochures,
Fliers etc.

Newspaper can be classified as daily or weekly with local or national

distribution. Local newspaper are geographically selective & national
newspaper that offer regional edition.

The number of general-interest magazines are declined now days while the
special type of magazines has increased. so, its the one of important vehicle
for advertising.

MAGAZINES can also be classified by the target group for which the
content is tailored: consumers, business, farmers
consumers magazines range from large circulation , general-interest
magazines & special interest magazines are Readers digest, Times
magazines, India today, Film-fare magazine, Fishing Chimes
etc. Business publications include magazines of broad scope like Fortune &
those targeted specific industries. Farm magazine is a broad interest
national magazine.
most magazines are national & are published monthly.

magazine

news paper

Broadcast media
Radio & TV are broadcast media. Whereas advertiser buy space in
print media, they buy time on broadcast media.
Television, the fastest growing medium, also reaches practically all
homes. TV ads generally have the greatest impact because they
stimulate both sight and hearing & advertiser can show their product in
use.

Direct advertising media

Marketers try to communicate directly with potential
customers when they use direct advertising media like Direct
mail, mail order, and un-mailed direct media.
Direct mail & mail order, can have a format of any size or
shape that is unbound.
Un-mailed direct , includes Leaflets & Booklets that are
distributed door-to-door or in parking lots.

Conclusion
Advertising and promotion has a crucial and key role specially
in building new customers , penetration and embedment of
new product/service easily into market.
Thus study of them is very much essential for successful
marketing

References :

Kotler Philip, THE FRAMEWORK FOR MARKETING MANAGEMENT,

5th Edd. , 2002. India

William F. Schoell, MARKETING- CONTEMPORARY CONCEPTS &

PRACTICES,10th Edd. , 1990, Allyn And Bacon, INC. Boston.

Thank YOU