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Advertising and Promotion

INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling Next >>>
 
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Advertising and Promotion (MKT621)
VU
Lesson 1
INTRODUCTION TO ADVERTISING
This course is designed to teach and guide the students to know and learn about Advertising
and Promotion. In this course we will try to acquaint you with various aspects and applications
and requirements. Besides teaching you about the introduction and history of advertising this
will also guide students about its growing importance, definition and various aspects. The
major components to learn will be its skills in modern world, the overall importance and
significance of its practice in different scenarios.
After going through the contents of first lecture, students will be able to know about
Advertising and promotion with its growing importance and its definition with different
segments:
A.  Introduction to Advertising and Promotion.
B.  Its growing importance.
C.  Definition of Advertising.
D.  Explanation of Personal and non-personal selling.
LECTURE OVERVIEW
This lecture introduces the students with the background, definition, and growing importance in
the modern world. During this we will be discussing the above mentioned aspects of
Advertising. We will also briefly try and explain the difference between personal and non-
personal selling and related advantages and disadvantages.
INTRODUCTION
In fact today advertising is every where, on radio, TV, newspapers, billboards, magazines and
even on the side of the town buses. The global market has expanded tremendously, and
manifolds. Advertising serves three main purposes:
1.
To get or win new customers.
2.
To increase use of products or services among existing customers.
3.
To help potential customers make a choice among competing brands.
Advertising has great influence on us whether we are aware of it or not. Let us now first of all
try to know about its growing importance:
GROWING IMPORTANCE OF ADVERTISING
·
We see 100's of ads. Every day.
·
Consciously or subconsciously advertisements have tremendous effect.
·
Advertising can not only change buying decision but also changes mindset & attitude of
people.
·
Advertising reflects the culture of a nation.
·
Advertising & culture both affect each other.
·
Advertising industry also supports media industry.
·
In fact media survives on advertising because they go hand in hand.
·
Advertising can be used as an effective tool for a social cause.
·
Advertisement also help in spreading information about new technology & innovations
·
Advertising in today's world is not for spreading brand awareness but also shows us
where we stand in the world today.
1
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Advertising and Promotion (MKT621)
VU
DEFINITION OF ADVERTISING
Now a days, Advertising has assumed important role in this very fast developing and
competitive world. In order to understand it first we have to know what it means or in other
words to know its definition. But before we define we must know i.e. six segments of the
definition of advertising:
Six Segments
1.
It is paid form of communication.
2.
The Sponsor is identified.
3.
Most advertising tries to persuade or influence consumer to do. Something though in
some cases it is merely to make consumers aware of product or company.
4.
Message is conveyed through different types of media.
5.
Advertising makes message reach large audience of potential consumers.
6.
Advertising is a form of mass communication therefore it is non- personal.
Based on the above the most accepted standard definition universally accepted is as described
by Bovee in 1992. It said:
"Advertising is the non - personal communication of information usually persuasive in
nature about products, services or ideas by identified sponsors through the various media"
Let us now try to DISECT & EXPLAIN key terms PERSONAL and NON ­ PERSONAL used
in the definition of advertising.
There are two basic ways to sell
Personally & Non-Personally
Personal selling ­ Where seller & buyer has to be together.
Non ­ Personal - Seller is approached through a medium i.e. advertising.
Advantages of Non-Personal Selling:
·
Seller has time to discuss everything about the product.
·
Buyer has time to ask questions, get answers & examine evidence against or for the
product.
·
Seller can see the person whom product is being sold.
·
Seller can see the person to whom he/she is selling the product.
·
Seller can easily locate potential buyers.
Disadvantages:
·
It is expensive being labor intensive.
·
Time consuming.
·
So seems personal selling is better than advertising which is non-personal yet
advertising still remains most effective.
Therefore despite the fact that advertising even though is non-personal selling, it is certainly
effective.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD