Advertising - Concept, Definition, Funtions, Types

GMKT - 502 December 09, 2009 Advertising

Definitions:

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Advertising is the activity of attracting public attention to a product or business  by paid announcement in print, broadcast or any other medium Advertising is paid form of nonpersonal message communicated through various media ± It is persuasive and informational, and is essentially designed to influence the purchasing behavior and thought patterns of target audience Advertising is a nonpersonal communication of information, paid for, and persuasive in nature, about products, services and ideas by identified sponsors through various media o

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  Nonpersonal as compared to personal, i.e., Direct, one-on-one. It is directed towards groups of people and not individual  ommunication uses any number of the five senses senses ± but mostly two C ommunication  Information can be complete, incomplete, or relevantly complete

Types of Advertising

Advertising can be classified in four different types: By Target Audience o Consumer  o Business Individual Trade Professional y

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Coverage International o o  National o R egional o Local

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By

Media o Print o Broadcast (Electronic) o Out of Home Billboards, Posters, Terminals, Stations, Transit ± Busses, Trains, Cabs o Direct Mail o Directories Internet o  

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Purpose o Product or non-product o Commercial or non-commercial o Primary demand or selective demand o Direct action or indirect action

POS,

Shop Signs

Functions

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of Advertising

To

differentiate products from competition To communicate product information ± features, benefits, value, image To urge and induce product use To expand product distribution be creating demand To increase brand preference and brand loyalty To enhance brand equity

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The Communication Process

Source ± message ± encoding ± medium ± audience ± decoding ± noise ±  feedback  Communication Phases in Advertising Sending a promotional message to target audience is called marketing  o communication. It moves customers along a continuum from a wareness to  satisfaction in six phases. This is also called The Hierarchy of Effects  Model  I. Awareness II. Comprehension III. Acceptance IV. Preference V. Ownership VI. R einforcement o

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Advertising Planning Process

I. Analyzing the current situation II. Defining the audience III. Developing marketing goals and marketing plan IV. Developing advertising goals and advertising plan V. Deciding and agreeing on a budget VI. Deciding and executing creative strategy VII. Evaluating advertising effectiveness