Ø MEANING,ROLE AND LIMITATION OF
ADVERTISING
·
MEANING OF ADVERTISING
•
DERIVED FROM THE ORIGINAL LATIN WORD “ADVERTERE” WHICH MEANS TO TURN
THE ATTENTION. EVERY PIECE OF ADVERTISING TURNS THE ATTENTION OF THE
READERS/LISTENERS OR THE VIEWERS/OR THE ON LOOKERS TOWARDS A PRODUCT OR SERVICE
OR AN IDEA.
•
IT CAN BE SAID THAT TURNS THE ATTENTION TO AN
ARTICLE OR A SERVICE OR AN IDEA MIGHT WELL BE CONCERNING AN IDEA MIGHT WELL BE
CALLED ADVERTISING.
• DEFINITION OF ADVERTISING
•
AMERICAN MARKETING ASSOCIATIONS:-ANY PAID FORM
OF NON PERSONAL PRESENTATION OF
IDEAS,GOODS,OR SERVICES BY AN IDENTIFIED SPONSOR.
•
NEW ENCYCLOPEDIA BRITANNICA,”ADVERTISING IS A
FORM OF COMMUNICATION INTENDED TO PROMOTE THE SALE OF THE PRODUCT OR SERVICE TO
INFLUENCE PUBLIC OPINION,TO GAIN POLITICAL SUPPORT OR TO ADVANCE A PARTICULAR
CAUSE.
•
FEATURES OF ADVERTISING
1.
IT IS MASS COMMUNICATION PROCESS
2.
IT IS INFORMATIVE IN ACTION
3.
IT IS PERSUASIVE ACT
4.
IT IS COMPETITIVE ACT
5.
IT IS NOT THE PART OF THE PRODUCT
6.
IT IS PAID FOR
7.
IT HAS IDENTIFIED SPONSOR
8.
IT IS NON PERSONAL PRESENTATION
•
MAJOR COMPONENT OF THE ADVERTISING INDUSTRY
1.
ADVERTISERS
2.
MEDIA-OWNERS
3.
ADVERTISING AGENCIES
4.
CONSUMERS
5. GOVERNMENT
•
MAIN OBJECTIVE OF ADVERTISING
A.
INFORM:- AN INFORMATIVE AD IS USED TO INTRODUCE
A BRAND NEW COMPANY,PRODUCT OR SERVICE TO THE MARKETING.THEY ARE MORE COPY
CENTERED ON EXPLAINING THE FEATURES AND SOLUTIONS TO THE CUSTOMER
B.
PERSUADE:-USE A VARIETY OF APPROACHES INCLUDING FOCUSING ON PRODUCT QUALITY.SERVICE ,UNIQUE FEATURES,ENVIRONMENTAL FRIENDLINESS,CUTTING EDGE TECHNOLOGY,LOW COST ETC. EMOTIONAL APPEALS ARE COMMON
IN PERSUASIVE ADS
C.
REMIND:-SIMPLY REINFORCE YOUR BRAND MESSAGE TO
WELL ESTABLISHED MARKET PLACE.
D.
SPECIFIC GOALS:- LIKE INCREASING BRAND
AWRENESS,DEVELOPING MORE FAVORABLE CUSTOMER ATTITUDE,OVERCOMING NEGATIVE
PUBLICITY,DRIVING REVENUE,INCREASING SALES VOLUME.
•
TYPES OF ADS
1.
DISPLAY ADS:-DIGITAL AND NEWSPAPER ADVERTISING
2.
SOCIAL MEDIA ADS
3.
NEWS PAPER AND MAGAZINES
4.
OUT DOOR ADVERTISING
5.
RADIO AND
6.
DIRECT MAIL AND PERSONAL SALES
7.
VIDEO ADS
8.
PRODUCT PLACEMENT
9.
EVENT MARKETING
10.
EMAIL MARKETING
Ø
ROLE OF ADVERTISING
• MANUFACTURERS AND ADVERTISING:-
1.
IT INCREASES AND STABILIZES THE SALES TURNOVER:
SALE OF THE FIRM CAN BE MULTIPLIED BY ADVERTISING
2.
IT MAINTAINS THE EXISTING MARKET AND EXPLORE
NEW:-ONE OF THE FUNCTION OF THE ADVERTISING IS TO HOLD UP THE PRESENT MARKET
WHERE IT CREATES AND DIVERTS THE DEMAND PATTERN FOR FURTHER EXPANSION FOR THE
SPONSORING UNIT.
3.
IT CONTROL PRICES:-ON THE PRODUCT IT IS WRITTEN
RETAIL PRICE NOT TO EXCEED LOCAL TAXES
EXTRA
Ø
MIDDLEMEN AND ADVERTISING
1.
IT GUARANTEES QUICK SALES
2.
IT ACTS AS SALESMANSHIP:-AS THE ADVERTISING
CREATES FAVORABLE IMAGE OF THE PRODUCT,SERVICE OR OF THE ORGANIZATION
3.
IT MAKES POSSIBLE RETAIL PRICE MAINTENANCE
Ø
SALESMEN AND ADVERTISING
A.
IT CREATES A COLORFUL BACKGROUND: IT CREATES A
STAGE WHERE SALES MAN CAN ACT WITH ALL THE STAGE EFFECT
B.
IT LIGHTENS HIS BURDEN OF JOB: IN THE ABSENCE
OF ADVERTISING HE HAS TO PLAY THE DOUBLE:ROLE
OF ADVERTISING AND THAT OF SALES MAN ALL
ROLLED INTO ONE
C.
IN CREATES SELF CONFIDENCE AND INITIATIVE
• CONSUMERS AND ADVERTISING
1.
IT ACTS AS A DRIVING FORCE IN DECISION MAKING
2.
IT ENSURES BETTER QUALITY PRODUCT AT REASONABLE
PRICES
3.
IT SAVES GOOD DEAL OF TIME
Ø
SOCIETY AND ADVERTISING
1.
IT UPLIFTS THE LIVING STANDARDS
2.
IT GENERATES GAINFUL EMPLOYMENT OPPORTUNITIES
3.
IT PROVIDES NEW HORIZONS OF ADVERTISING
4.
IT UPHOLDS THE CULTURE OF A NATION
•
AS A TOOL OF MARKETING
1.
PROMOTION MIX IS THE STRONGEST COMPONENT
2.
IT HAS THE CAPACITY OF GENERATING SALES
TURNOVER
3.
IT BUILDS A LOYAL CUSTOMER
4.
IT HELPS IN BUILDING THE FUTURE SURVIVAL AND
EXPANSION OF THE BUSINESS
LIMITATIONS
1.
IT HAS LITTLE CAPACITY TO REACH THE SELECTED
AUDIENCE
2.
ADVERTISEMENT ARE RIGID
3.
UNBELIEVABLE ADVERTISING
4.
ADVERTISING CONDITIONAL
No comments:
Post a Comment