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.
(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
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