ADVERTISING
is an integral part
of our economic
and social life. As a
powerful technique
of promoting sales,
it has been doing
wonders in the area
of distribution.
IMPORTANCE OF
ADVERTISING
TO MANUFACTURERS
INCREASING SALES
Even the best product cannot
be sold on its own, unless
people know about the product.
In today’s highly sensitive
and competitive market, a
firm cannot maximize its
profit, unless it multiplies its
sales turnover. A regular and
frequent advertising helps
the producer to obtain this
objective.
HELPS IN MAINTAIN
EXISTING MARKET AND
EXPLORE NEW MARKET
Every forward looking company
eyes on future prospects
without losing its current
position. A company’s success
is reflected by how it maintains
its current position and future
expansion.
HELPS TO CONTROL PRICE
OF THE PRODUCT
Through advertising, it is
possible to control price of the
product especially in retail
market. Very often greedy
retailer charge higher price
from the customer.
The manufacturer can help
them by printing the price on
the packages.
IMPORTANCE OF
ADVERTISING
FOR MIDDLEMEN
QUICK SALE
Every retailer holds stock of
different producer. Advertising,
by making the range of products
known to customer, helps the
retailer to quickly sell its stock.
ACT AS SALESMEN
Advertising has been rightly
described as salesmanship
in print. That is why; most of
the retail organizations do
not employ large number of
travelling salesman. Instead,
they spend on advertising,
which attracts customers to the
shops, where counter salesmen
cater to their need.
IMPORTANCE OF
ADVERTISING
FOR CONSUMER
QUICK DECISION MAKING
AND SAVES TIME
In today’s competitive world
market is full of different types
of product which satisfy needs
and want. Every producer
claims his product to be
superior one. In such situation,
advertising helps the consumer
in comparing features; price;
utility; quality of the product,
and select the best.
BETTER QUALITY PRODUCT
AT REASONABLE PRICE
Advertising promotes good
quality product by printing their
image in the minds of consumer.
Due to this, bad product goes
out of the market. Moreover,
it increases competition in the
market, which helps consumer
in getting the product at
reasonable price.
IMPORTANCE OF
ADVERTISING
FOR SOCIETY
UPLIFT STANDARD
OF LIVING
Advertising has made it possible
for general public to use those
products which were luxuries of
yesterday. Advertising increases
the consumption pattern, it
results in more production
at least cost, which in turn
increases earning of the society
and thus, standard of living of
the society.
GENERATES EMPLOYMENT
Advertising generates gainful
employment opportunities
both directly and indirectly. It
directly generates employment
painters; artist; photographers;
technician etc. Indirectly,
it gives employment by
supporting all those industries
like – paper; colour; electronic
etc. which supply inputs for the
advertising activities.
THE PURPOSE OF
ADVERTISING
INFORMATIVE
ADVERTISING
Creates awareness of brands,
products, services, and ideas.
It announces new products
and programs and can educate
people about the attributes and
benefits of new or established
products.
PERSUASIVE
ADVERTISING
Tries to convince customers
that a company’s products
are the best, and it works to
alter perceptions and enhance
the image of a company or
product. Its goal is to influence
consumers to take action
and switch brands, try a new
product, or remain loyal to a
current brand.
REMINDER
ADVERTISING
Reminds people about the need
for a product or service, or the
features and benefits it will
provide when they purchase
promptly
EFFECTIVE ADS:
THE CREATIVE STRATEGY
MESSAGE
What message elements
should the advertising convey
to consumers? It’s important
to remember that the ad can
communicate the message
not only with words but also
potentially with images, sound,
tone, and style.
APPEAL
The creative strategy also
identifies the appeal, or how
the advertising will attract
attention and influence
a person’s perceptions or
behavior. Advertising appeals
can take many forms, but
they tend to fall into one of
two categories: informational
appeal and emotional appeal.
INFORMATIONAL APPEAL
Better product or service features:
Ajax “Stronger Than Dirt”
Cost savings:
Wal-Mart “Always Low Prices”
Quality:
John Deere “Nothing runs like a Deere”
Customer service: Holiday Inn “Pleasing people the world over”
EMOTIONAL APPEAL
Self-esteem: L’Oreal “Because I’m worth it”
Happiness: Coca-Cola “Open happiness”
Anxiety and fear: World Health Organization “Smoking Kills”
Achievement: Nike “Just Do It”
Attitude: Apple “Think Different”
Freedom: Southwest “You are now free to move about the country”
Peace of Mind: Allstate “Are you in good hands?”
Popularity: NBC “Must-see TV”
Germophobia: Chlorox “For life’s bleachable moments, there’s
Chlorox”
CREATIVE ADS
