Advertisement & Aida Model

Advertisement and Its objectives

Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services of an identified sponsor. The message which is presented or disseminated is known as ‘advertisement’.

Features of Advertising

American Marketing Association has defined advertising as “any paid form of non-personal presentation and promotion of ideas goods and services of an identified sponsor”. This definition reveals the following features of advertising:

1.  It is a paid foam of communication. Advertisements appear in newspapers, magazines, television or cinema screens because the advertiser has purchased some space or time to communicate information to the prospective customers.

2.  It is non-personal presentation of message. There is no face-to-face direct contact with the customers. That is why, it is described as non-personal salesmanship. It; is a non-personal form of presenting products and promoting ideas and is complementary to personal selling. It simplifies the task of sales-force by creating awareness in the minds of potential customers

3. The purpose of advertising is to promote idea about the products and service, of a business. It is directed towards increasing the sale of the products and services of a business unit.

4.  Advertisement a issued by an identified sponsor. Non-disclosure of the name of the sponsor in propaganda may lead to distortion, deception and manipulation. Advertisement should disclose or identify the sources of opinions and ideas it presents.

Objectives of Advertising

The fundamental purpose of advertising is to sell something – a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below:

1.   To introduce a new product by creating interest for it among the prospective customers.

2.  To support personal selling program. Advertising maybe used to open customers’ doors for salesman.

3.  To reach people inaccessible to salesman.

4.  To enter a new market or attract a new group of customers.

5. To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi.

6. To enhance the goodwill of the enterprise by promising better quality products and services.

7. To improve dealer relations. Advertising supports the dealers in selling the product. Dealers are attracted towards a product which is advertised effectively.

8.  To warn the public against imitation of an enterprise’s products.

AIDA Model

The design and development of advertising follows the AIDA formula. The effectiveness of advertising depends upon to what extent the advertising message is received and accepted by the target audience. Research has identified that an advertisement to be effective has to
(i)       Attract Attention
(ii)     Secure Interest
(iii)    Build Desire for the product and finally
(iv)    Obtain Action.

Direct marketing

Description Direct marketing is a form of advertising where organizations communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts,

Indirect Marketing:

When the product is distributed through a channel structure that includes one or more resellers. The product you see in the supermarkets or discount store are all marketed indirectly through complex channel marketing system.

1. A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase. Common sales tactics include trying to sell merchandise directly to customers via company showrooms and negotiating with retailers to sell their products for them.

Examples of push tactics

• Trade show promotions to encourage retailer demand
• Direct selling to customers in showrooms or face to face
• Negotiation with retailers to stock your product
• Efficient supply chain allowing retailers an efficient supply
• Packaging design to encourage purchase
• Point of sale displays

2. Pull Strategy: The goal of pull marketing is to get the customers to come to you, Its directs marketing efforts at re-seller’ and success depends on the ability of these intermediaries to market the product, which they often do with advertising.

Examples of pull tactics

• Advertising and mass media promotion
• Word of mouth referrals
• Customer relationship management
• Sales promotions and discounts