Introduction of advertising

3. Marketing
Mix
Product Price Place Promotion
Marketing-Mix
Mc Charty has includes 4 Ps in the
marketing mix.
Mc Charty has Explained these
issue in his “4 Ps model”, which
gained popularity in the early 1960s.
This model represents the seller’s
view of the marketing tools available
for influencing buyers.

4. Promotion Mix
Sales
Promotion
Advertising
Publicity
Personal
Selling

5. Wall painting advertisements can be
traced back to Indian rock art paintings
that date back to 4000 BC.
Egyptians used papyrus to make sales
messages and wall posters.
In June 1836, French newspaper La
Presse was the first to include paid
advertising in its pages
The first television advertisement was
broadcast in the United States on July 1,
1941.

6. The word advertisement is derived fromtwo Latin Words ‘Ad’and ‘Verto’.
Ad – towards
Verto– I turn
Literallyit means to turn the people’s attention to a specificthing.
MEANING

7. DEFINITION
According to Kotler and Armstrong “Advertisement is any
paid form of non personal presentation of ideas, goods and
services by an identified sponsor.”

8. Organisation
Mass Media
Communication
Public
(Consumers)
Identified
Sponsor
Delivering Message and
Information
(in a non personal way)
Through
To persuade to
buy
To Influence
About
ProductService
Idea or information
Paid Form

9. • Paid Form
• Identified
Sponsor
• Buying
Persuasion
• Large Audience
• Message
Theme
• Part of IMC
Art & Science
Profession
Wide scope
Appeal
Funny Business
Image
Producing

10. Components
of
Advertising
1.The
Advertiser-
Sender of
Message
2.Adverti
s-ing
Agency
3.The
Message
4.Transfer
of Meaning
& Noise
5.The
Media
6.The
Vendor
7.The
Audience-
Seekers or
Receiver of
Message
8.The
Feedback

11. Source
(Who)
Messag
e
(What)
Audience
(Whom)
Channels
(Which)
Effect
(What)
Effect
Medium
Feedback

13. Marketing
Role
Communication
Role
Economic
Role
Societal
Role
Ethical
Role

14. • Builds awareness of products and Brands
• Creates a brand image
• Provides product and brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand
experiences

15. GOALS OF ADVERTISING
Perception
Learning Persuasion
Behaviour
Think (Cognitive) Feel
(Emotion)
Do
(Action)

16. Advertising
Process
Identifying
Advertiser’s
Needs and
Setting
Objectives
Assigning
Responsibility
Establishing
Budget
Selecting
an
Advertising
Agency

17. Developing
Themes
Initial
Advertising
Planning
Media
Plannin
g
Selecting
Media
Creative
Decisions &
Development

19.  Limited capacity
Unbelievable
 Conditional

20. Advertisement is the life Blood of marketing.
advertisement gives companies and
businesses the opportunity to build up a
Brand and an identity. Advertisements help
to sell the product as well as the company as
a whole. Advertisements make customers
aware of the product which benefits them and
gives them a reason to invest in it.