Scribd
Upload
17 views7 pages

Advertising

The document discusses various aspects of marketing communications including advertising, personal selling, sales promotion, public relations, direct marketing, and packaging. It defines integrated marketing communication as a planning concept that evaluates different communication disciplines like advertising, direct response, sales promotion and public relations to provide clarity, consistency and maximum impact. It also discusses the definition of advertising, its roles in marketing, communication and the economy. Finally, it outlines the functions of advertising such as providing product information, incentives to take action and reminders.

Uploaded by

srirammali
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
17 views7 pages

Advertising

The document discusses various aspects of marketing communications including advertising, personal selling, sales promotion, public relations, direct marketing, and packaging. It defines integrated marketing communication as a planning concept that evaluates different communication disciplines like advertising, direct response, sales promotion and public relations to provide clarity, consistency and maximum impact. It also discusses the definition of advertising, its roles in marketing, communication and the economy. Finally, it outlines the functions of advertising such as providing product information, incentives to take action and reminders.

Uploaded by

srirammali
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 7

Marketing Communications

• Advertising, personal selling, sales


promotion, public relations, direct
marketing, point-of-sale, and packaging

• Integrated marketing communication


– implementing the communication mix in a
coordinated manner
1
Integrated Marketing Communication

• A concept of marketing communications planning that


recognizes the added value of a comprehensive plan
that evaluates the strategic roles of a variety of
communication disciplines—for example, general
advertising, direct response, sales promotion, and public
relations- and combines these disciplines to provide
clarity, consistency, and maximum communications
impact.

2
Advertising

• Advertising is Any Paid Form of Non-personal


Presentation and Promotion of Ideas, Goods, or
Services by an Identified Sponsor.

3
Advertising

• Advertising defined:
– A paid form of communication
– A sponsor is identified
– Tries to persuade or influence the consumer to do something
– Is conveyed through different mass media
– Reaches a large audience of potential consumers
– Is non-personal

4
The Roles of Advertising

• Marketing role
– Carry persuasive messages to actual/potential customers

• Communication role
– Advertising transmits market information to match buyers
and sellers in the marketplace

5
The Roles of Advertising…

• Economic role
– Advertising may make consumers less price sensitive, or

– Advertising may help consumers better assess value

• Societal role
– Ads inform about new products, help consumers compare
products, mirror fashion, influence taste

6
Functions of Advertising

• Advertising can function to:


– Provide product and brand information

– Provide incentives to take action

– Provide reminders and reinforcement

You might also like