AMM:Unit 1

1. ADVERTISING
& MEDIA
MANAGEMENTPrepared & presented by: Ms. Himani R.

2. Layout
◦ History of advertising
◦ Advertising purpose and functions
◦ Economic, social & ethical aspects of advertising
◦ Advertising & the marketing mix
◦ Advertising as a communication process
◦ Types of advertising
◦ Major Institutions of Advertising Management
2Prepared by: Ms. Himani R.

3. Advertising?
3Prepared by: Ms. Himani R.

4. Definition/ Features
◦ Non personal
◦ Persuasive
◦ Provide
information
◦ Paid form
◦ Identified
sponsors
4Prepared by: Ms. Himani R.

5. Definition
5Prepared by: Ms. Himani R.

6. History of advertising
Before 18th
Century: Oral
advertisements,
Rock painting
18th & 19th Century:
Handbills,
Newspapers,
Packing
20th Century:
Newspapers, TVs,
Direct mail, Radio,
Magazines,
Outdoor signs and
Internet
6Prepared by: Ms. Himani R.

7. Purpose of advertising
7Prepared by: Ms. Himani R.

8. What can you advertise?
◦ Goods
◦ Services
◦ Places
◦ Experiences
◦ Events
◦ Persons
◦ Properties
◦ Information
◦ Organizations
◦ Ideas
8Prepared by: Ms. Himani R.

9. 9Prepared by: Ms. Himani R.

10. Aspects of advertising
Economic Aspects Social Aspects Ethical Aspects
10Prepared by: Ms. Himani R.

11. 11Prepared by: Ms. Himani R.

12. Ads & the marketing Mix
12Prepared by: Ms. Himani R.

13. Ads and communication
13
Prepared by: Ms. Himani R.

14. Sr.
No.
Classification Type
1 On the basis of geographical area
1. Local ads
2. Regional ads
3. National ads
4. International ads
2 On the basis of audience
1. Consumer ads
2. Industrial ads
3. Trade ads
4. Professional ads
3 On the basis of media
1. Print ads
2. Electronic ads
3. Outdoor ads
4. Others like direct mail, handbills,
calendars, etc
Types of ads
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Prepared by: Ms. Himani R.

15. Types of ads
4 On the basis of advertising stages
1. Pioneering stage ads
2. Competitive stage ads
3. Retentive stage ads
5 On the basis of purpose
1. Direct action ads
2. Indirect action ads
3. Direct response ads
4. Primary demand creation ads
5. Selective ads
6 On the basis of functions
1. Social ads
2. Political ads
3. Product ads
4. Service ads
5. Institutional ads 15
Prepared by: Ms. Himani R.

16. Instituions of Ad Mgt.
Government
Competition
Ad Agency
Media
Research
Supplier
Control
Institutions
Facilitating
Institutions
Advertiser
Markets and Consumer behavior
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Prepared by: Ms. Himani R.