For Reference of management students

1. INTEGRATED MARKETING
COMMUNICATION-UNIT-1
INTRODUCTION TO
ADVERTISEMENT
Dr. KANCHAN KUMARI
INTERNATIONAL BUSINESS/ MANAGEMENT

2. INTRODUCTION TO ADVERTISEMENT -
Concept
 Advertisements/ also called ads/ are messaging tools companies use to
persuade their target markets to buy a product or service. Advertising is
one element of marketing, which includes all the methods companies use to
promote their offerings.
 Advertisements are typically more straightforward and less personal than
other methods so they can appeal to a wider audience. Effective advertising
depends on creative ideas and processes that allow teams to develop ads that
target their intended market. Successfully implementing ads involves placing
them in media strategically and evaluating their performance to ensure they
reach an audience that is likely to purchase the product or service the ad
promotes.

3. Definition of advertisement
 Definition: Advertising is a means of communication with the users of a
product or service. Advertisements are messages paid for by those who send
them and are intended to inform or influence people who receive them, as
defined by the Advertising Association of the UK.

4. Social Implications of advertisements
1. Informed Society
2. Health and Hygiene Awareness
3. Rights of Consumers
4. Preventive course for dreaded diseases
5. New ideas
6. Advertisements contribute to creativity of people
7. Environmental protection
8. Social changes
9. Quality consciousness
10. Promotion of national interest

5. Economic Advertisement
 Definition- Advertisement is an efficient way for firms to inform the
customers about their products. They can explain the best qualifications of
the products, how they are better than their competitive products or
announce new products in the market.
 Purpose- Advertising contributes to wider economic growth through its
ability to support competitiveness. It provides consumers with information
on products and services, and helps to increase their choice of goods and
services.
 Example: Print media relies on advertising to make the newspaper
profitable. Without advertising space for sale, newspapers would be more
expensive or there would be fewer for sale.

6. Legal Implications of advertisements
 legal issues- Customer benefit
 Advertising also raises ethical concerns.
Here are some key ethical issues in advertising:
 Stereotyping: Using stereotypes or promoting harmful or offensive images
or ideas.
 Exploitation: Using vulnerable groups, such as children or the elderly, for
commercial gain

7. Setting advertisement objectives
 Advertising objectives are needed for a number of reasons that include
communications function, planning and decision-making and measurement
and evaluation. ADVERTISEMENTS: Objectives are there to provide a basis for
decision-making.
 Example: Imagine a business that produces flavoured sparkling waters. A non-
specific goal would be 'I want to expand my business'. A specific objective
would be 'I wish to start selling my product in the USA to access a sizeable
new market'.

8. Aims of Advertisement

9. Selection Advertisement campaigns

10. Remuneration – Advertisement campaigns
 Paid Advertising
 Paid advertising is an online advertising model where advertisers bid to
participate in real-time auctions in order to show their ads within slots on
a specific platform or network. For example, in this search on patio
furniture you can see both shopping ads and text ads.

11. Thank You
 Dr. Kanchan Kumari