SYBCOM SEM III UNIT 1 INTRODUCTION TO ADVERTISING

 Integrated Marketing Communications (IMC)- Concept, Features, Elements, Role of advertising in IMC
 Advertising: Concept, Features, Evolution of Advertising, Active Participants, Benefits of advertising to Business firms and consumers.
 Classification of advertising: Geographic, Media, Target audience and Functions.

1. Introduction to Advertising VIJAY_VISHWAKARMA 1

2. Integrated Marketing Communications (IMC) Concept, Features, Elements, Role of advertising in IMC VIJAY_VISHWAKARMA 2

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4. Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers . In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness. VIJAY_VISHWAKARMA 4

5. Integrated marketing communication (IMC) is the combination of all marketing communications efforts in an integrated way, in order to maximise the communication effects that promote company goals. The concept of integrated marketing communications has become well known on an international level, since the 1990’s among practitioners and academia. IMC remains a popular and widely researched topic. VIJAY_VISHWAKARMA 5

6. IMPORTANCE Integrated marketing communication plays an integral role in communicating brand message to a larger audience. Integrated marketing communication goes a long way in creating brand awareness among customers at a minimal cost. Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long term healthy relationship with them. Integrated marketing communication saves time which is often lost in figuring out the best marketing tool. VIJAY_VISHWAKARMA 6

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8. Advertising —any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. VIJAY_VISHWAKARMA 8

9. Direct Marketing —a system of marketing by which organizations communicate directly with target customers to generate response and/or a transaction. Direct marketaing has not traditionally been considered an element of the promotional mix. However, because it has become such an integral part of the integrated marketing communications program of many organizations. VIJAY_VISHWAKARMA 9

10. Interactive/Internet Marketing  – interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the content of the information they receive in real time. The major interactive medium is the Internet, which is a global collection of computer networks linking both public and private computer systems. While the most prevalent perspective on the Internet is that it is an advertising medium, it is actually a medium that can be used to for other elements of the promotional mix as well including sales promotion, direct marketing, and public relations. The rapid penetration of cell phones and smartphones is leading to a rapid growth in mobile marketing whereby marketing messages are sent directly to the devices. VIJAY_VISHWAKARMA 10

11. Sales Promotion —marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken into two major categories: consumer-oriented and trade-oriented activities VIJAY_VISHWAKARMA 11

12. Publicity/Public Relations Publicity— non-personal communications about an organization, product, service, or idea that is not directly paid for nor run under identified sponsorship. Public Relations —a management function which evaluates public attitudes, identifies the public policies and procedures of an individual or organization with the public interest and executes a program of action to earn public understanding and acceptance VIJAY_VISHWAKARMA 12

13. Personal Selling —direct person‑to‑person communication whereby a seller attempts to assist and/or persuade prospective buyers tolow-coste a company’s product or service or act on an idea. VIJAY_VISHWAKARMA 13

14. ROLE OF ADVERTISING IN IMC VIJAY_VISHWAKARMA 14

15. VIJAY_VISHWAKARMA 15 Marketing communications are the means by which organisations attempt to inform, persuade, and remind consumers about products, services, or brands. Marketing communications inform and make consumers aware about the availability of the product or service, about its usage, price and special offers. Marketing Communications attempt to persuade potential consumers to purchase and try the product.

16. VIJAY_VISHWAKARMA 16 Advertising is a paid form of a non-personal message communicated through the various media by industry, business firms, nonprofit organisations , or individuals. Advertising is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience. The advertising message has to reach a billion people, speaking different languages, practicing many religions. Advertisers can reach their audiences through television, radio, cinema, print medium, outdoor advertising, sales promotion and the Internet . Hence, advertising is a form of mass communication .

17. Advertising ‘Advertise’ is a verb form of English word ‘Advertising’. It has its origin in a classical Latin word ‘ Advertere ’. ‘ Advertere ’ is made of ‘Ad’ + ‘ Vertere ’ where, Ad means “to or toward”, an Vertere means “to turn”. Thus, ‘ Advertere ’, a union of ‘Ad’ and ‘ Vertere ’, jointly means “to turn (one's attention) to or towards (something).” The English word ‘Advertise’ is also linked to the Old French word ‘ Advertir ’, which means “to (take) notice (of something).” In its original meaning ‘Advertise’ is “to give (or draw) one's attention to (or towards) something.” VIJAY_VISHWAKARMA 17

18. DEFINITIONS   According to Oxford Dictionary, “Advertise means to present or describe a product, service or event in the media in order to increase sales.” According to John E. Kennedy, "Advertising is salesmanship in print." According to American Marketing Association (AMA), "Advertising means any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." VIJAY_VISHWAKARMA 18

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20. Features of Advertising VIJAY_VISHWAKARMA 20

21. Advantages of Advertising The advertising benefits two main groups, namely: Manufacturers and Consumers. VIJAY_VISHWAKARMA 21

22. The advantages of advertising for manufacturers: VIJAY_VISHWAKARMA 22

23. The benefits of advertising for consumers VIJAY_VISHWAKARMA 23

24. CLASSIFICATION OF ADVERTISING VIJAY_VISHWAKARMA 24

25. . On the Basis of Geographical Spread International Advertising National Advertising Local Advertising VIJAY_VISHWAKARMA 25

26. On the Basis of Target Audience or Market  Consumers Industrial Advertising VIJAY_VISHWAKARMA 26

27. On the Basis of Media Print Media Electronic Media Online Media Mural Advertising VIJAY_VISHWAKARMA 27

28. On the Basis of Purpose/Function To inform To remind To persuade VIJAY_VISHWAKARMA 28

29. ACTIVE PARTICIPANTS Advertiser: The advertiser can be any firm, individual, Government or social organisation who wants to advertise their products, services or highlight any social issues or ideas to general public to raise their awareness levels and promote their products and ideas. This group also includes retailers as they also display various products in their shops for selling them to the customers. VIJAY_VISHWAKARMA 29

30. Target Audience Target audience refers to the desired audience to whom a manufacturer wants to target for promoting and selling his products. Target audience may include only a particular segment of customers or mass audience. Through advertising, that manufacturer tries to arouse interest in its desired audience so that they get attracted towards his products and ultimately get persuaded to buy them. VIJAY_VISHWAKARMA 30

31. Advertising Agencies Advertising agencies consist of highly creative and professionalized people who are entrusted with the task of designing, developing and producing ads and showing and printing them through appropriate media i.e. T.V., magazines, newspapers, radio, publications, etc. These agencies are service based business and so charge their clients for producing and popularising their products, services or ideas amongst masses through advertisements. VIJAY_VISHWAKARMA 31

32. Advertising Production People Advertising production people comprise of all those who are directly or indirectly concerned with production and development of advertisements. Attractive and persuasive advertisements are a result of the collective efforts put in by layout designers, editors, photographers, copywriters, artists, etc., who comprise the advertising production people. VIJAY_VISHWAKARMA 32

33. Target Audience (Readers, Listeners, Viewers and Present and Future Buyers) The target audience comprise of the readers, listeners, viewers and present and future buyers who are the recipients of the messages given by advertisements about any product, service or idea. VIJAY_VISHWAKARMA 33

34. The target audience can be grouped into three groups as follows: a) Consumers who are loyal to a particular brand and through advertisements they are persuaded to stick to the brand. b) Consumers who are loyal to a competitor’s brand and so through advertisements they are persuaded to switch to the brand advertised by highlight its better features, usage and benefits as compared to its competitor’s brand. c) Consumers who do not use any such product which is advertised. Thus, they too, are persuaded to buy the advertised product and gain benefits out of it. VIJAY_VISHWAKARMA 34

35. Mass Media Mass media includes T.V, newspapers, radio, magazines, publications, internet, websites, etc through which the advertising messages are to be highlighted and communicated to the masses. Depending on the type of the advertising message and the target audience, an appropriate medium for communicating the message is to be chosen by the advertising agencies. VIJAY_VISHWAKARMA 35

36. The main elements of mass media are listed as follows: (a) Print Media (b) Electronic Media (c) Outdoor Media (d) Direct Mail VIJAY_VISHWAKARMA 36

37. Government Authorities The advertising field is bound with certain well defined norms, standards and code of conduct laid down by various advertising regulating authorities. All advertising firms are bound to function within these standards and norms. The Government frames various laws and regulations which all advertising firms are required to follow. In India, advertising regulating authorities include, The Advertising Standards Council of India (ASCI) and Audit Bureau of Circulation (ABC). VIJAY_VISHWAKARMA 37

38. Advertising Production Firms As the name suggests, advertising production firms are engaged with production and development of advertisements. By securing the collective help and creativity of the advertising production people, these firms produce advertisements of their clients. VIJAY_VISHWAKARMA 38

39. REFERENCES https://www.feedough.com/integrated-marketing-communication-meaning-tools-examples/ https://www.managementstudyguide.com/integrated-marketing-communications.htm https://www.managementstudyguide.com/integrated-marketing-communication-tools.htm https://www.learnistan.com/the-promotional-mix-the-tools-for-imc/ https://www.streetdirectory.com/etoday/role-of-advertising-in-marketing-puppcp.html https://www.enotesmba.com/2013/10/role-of-advertising-in-marketing-and-process-of-advertising.html https://kalyan-city.blogspot.com/2010/07/5-ms-of-advertising-advertising.html https://www.businessmanagementideas.com/advertising-2/advertising-definition-nature-features-objectives-types-importance-and-examples/18882 https://subjectquery.com/classification-of-advertising/ IMAGE REFERENNCES MENTIONED UNDER EACH SLIDES VIJAY_VISHWAKARMA 39

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