CHAPTER THREE

ADVERTISING
 Advertising
• Advertising is defined as any paid form of
nonpersonal communication about an organization,
product or idea by an identified sponsor.
• Advertising is a paid, mediated form of
communication from an identifiable source,
designed to persuade the receiver to take some
action, now or in the future.
• Advertising is facilitated through various mass
media vehicles like TV, radio, newspaper,
magazine, mobile, internet etc.
 Advertising … cont’d.
• Therefore; the standard definition of advertising comprises
six elements.
i. Advertising is a paid form of communication, although
some forms of advertising, such as public service use
donated space and time.
ii. The sponsor is identified.
iii. The objectives of advertising are to create awareness,
to persuade or influence the consumer to do something.
iv. The message is conveyed through many different kinds of
mass media.
v. Advertising is designed to reach a large audience of
potential consumers.
vi. Advertising is a form of mass communication and it is also
 Advertising … cont’d.
• A definition of advertising, then, would include all
the six elements. “Advertising is a paid form of
non personal communication from an identified
sponsor using mass media to persuade or
influence an audience.”
• Common Advertising Communication Platforms
• Print and broadcast ads, Packaging - outer,
Packaging inserts, Motion pictures, Brochure and
booklets, Posters and leaflets, Directories, Reprints
of ads, Billboards, Display signs, Point of purchase
display, Audio-visual material, Symbols and logos,
Videotapes
 Advertising Plan
• Advertising plan provides the plan of action for ad
campaign. A well formulated advertising plan
follows five important steps (known as 5M’s of
Advertising)
 Mission: Setting Advertising Objectives
• Advertising objectives broadly fall into the following two
categories:
 Communication-oriented objectives
o To inform
o To persuade
o To remind
o To modify
 Sales-oriented objectives
o To increase sales
o To enhance market share
 Types of Advertising
• Advertising is complex because so many diverse
advertisers try to reach so many different types of
audiences.
• There are eight types of advertising.
 Brand Advertising – it focuses on the development
of a long - term brand identity and image.
 Retail Advertising – it focuses on the store where a
variety of products are available locally, stimulates
store traffic, and tries to create a distinctive image
for the store.
 Political Advertising – it is used by politicians to
 Types of Advertising … cont’d.
 Directory Advertising – it helps people to refer to it to find
out how to buy a product or service.
 Direct – Response Advertising – it tries to stimulate sales
directly.
 Business-to-Business Advertising – it includes messages
directed at retailers, wholesalers, and distributors as well as
industrial purchasers.
 Institutional Advertising – it is also known as corporate
advertising which focuses on establishing a corporate
identity or winning the public to the company point of view.
 Public Service Advertising – it communicates a message
on behalf of some good cause such as stopping drunk
driving or preventing child abuse.
 Types of Advertising … cont’d.
• Advertising can be also classified into three categories
depending on whether the aim is to inform, persuade or
remind.
Informative Advertising: it focuses heavily on the pioneering
stage of a product category, where the objective is to build
primary demand. It includes:
i. Telling the market about a new product
ii. Suggesting new uses for product
iii. Informing the market of a price change
iv. Explaining how the product works
v. Describing available services
vi. Correcting false information's
vii. Reducing buyers’ fears
 Types of Advertising … cont’d.

• Persuasive Advertising: it becomes important in the

competitive stage, where a company’s objective
is to build selective demand for a particular brand.
Some persuasive advertising has moved into the
category of comparative advertising, which seeks to
establish the superiority of one brand through specific
comparison of one or more attributes with one or
more other brands in the product class.
 Types of Advertising … cont’d.
• In using comparative advertising, a company should
make sure that it can prove its claim of superiority
and that it cannot be counterattacked in an area
where the other brand is stronger.
• Comparative ad works best when it elicits
cognitive and effective motivations
simultaneously. It includes:
 Building brand preference
 Encouraging switching to the brand
 Changing buyers’ perception of product attributes
 Persuading buyers to purchase now
 Persuading buyers to receive a sales call
 Types of Advertising … cont’d.
• Reminder Advertising: it is highly important with
mature products. A related form of advertising is
reinforcement advertising, which seeks to assure
current purchasers that they have made the right
choice. It helps to reduce or avoid cognitive
dissonance, a tension created after purchasing a
product. It includes:
Reminding buyers that the product may be needed
in the near future
Reminding buyers where to buy it
Keeping it in buyers’ mind during off seasons.

 Function of Advertising

• Not all advertising attempts to accomplish the same

objectives. Although each ad or campaign tries to reach
goals unique to its sponsor, there are two basic functions
that advertising performs along with several sub
functions.
• Product advertising aims to inform or stimulate the
market about the sponsor’s product/s. The intent is
clearly to sell a particular product to the exclusion of
competitors’ products.
• Institutional advertising is designed to create a
positive attitude toward the seller. The intent is to
promote the sponsoring organization rather than the
 Function of Advertising … cont’d.
• Product ad can be:
• Direct Action Versus Indirect Action: direct action advertising
is intended to produce a sales response. Indirect action
advertising is designed to stimulate demand over a longer
period of time.
• Primary Versus Selective: primary advertising aims to
promote demand for a generic product. Selective advertising
attempts to create demand for a particular brand.
• Commercial Versus Non-commercial: commercial advertising
promotes a product with the intent of making a profit. Non
commercial advertising tends to be sponsored by organizations
such as museums that produce this type of advertising.
Although the goal may be to raise money for a particular cause,
it could just as easily be the donation of time or ideas.
 Characteristics of Great Ads
• Great advertising employs a variety of
techniques: celebrities and spokespersons, fantasy
characters, music, drama, significant imagery,
creative media buying. Three broad dimensions
characterize great advertising are:
 Strategy: it is carefully directed to a certain
audience, it is driven by specific objective, its
message is crafted to speak to that audience’s
most important concerns, and it is run in media
that will most effectively reach that audience.
 Characteristics of Great Ads … cont’d.

• Creativity: the creativity concept is a central idea that gets

your attention and sticks in your memory. A concern for
creative thinking drives the entire fields of advertising.
Planning the strategy calls for creative problem solving; the
research efforts are creative; the buying and placing of ads in
the media are creative.
• Execution: finally; every great ad is well executed which
means the craftsmanship is impressive. The details, the
techniques, and the production values have all been fine tuned.
What you say comes from strategy whereas how you say
it is a product of creativity and execution. The great ads,
then, are ads that (1) are strategically sound, (2) have an
original creative concept, and (3) use exactly the right
execution for the message. Strategy, creativity, and execution –
these are the qualities that turn great ads into classics.
 Advantages and limitations of advertising
• The following are some advantages of advertising:
 Introduces Product: companies use advertising as
a method to introduce and raise consumer
awareness of their products.
Increased Exposure: advertising is a great way to
get your product or service out there, and increase
exposure to potential customers.
Expands Market: it helps companies to reach out
to a large number of individuals and explore new
markets.
 … cont’d.
Increased Sales: advertising can help increase
sales as it increases awareness of your product or
service, attracts customers, and encourages them to
make a purchase.
 Competition in Fights: businesses can use
advertising as a powerful tool to combat market
competition.
 Improved Brand Recognition: advertising can
help build your brand and improve recognition.
 … cont’d.
• Disadvantages of Advertising
• The following are some additional disadvantages of
advertising.
 Cost: advertising can be expensive, especially if you are
using traditional media such as radio, television, and
print.
 Impersonal: it is an impersonal and one-way method of
customer and manufacturer contact.
 Clutter: the high volume of advertising messages that
consumers are exposed to daily making it difficult for
brands to stand out and capture attention.
 Lack of Targeting: it is difficult to target specific
 Advertising campaign management

• A marketing campaign is a determined push to get

potential buyers to think about a specific problem and
how it can be solved using your product.
• A campaign should have a clear goal and every
deliverable in your campaign should drive you closer to
that goal. A marketing campaign could aim to:
o Boost lead generation for sales
o Increase purchases or signups
o Improve buyer retention
o Encourage existing customers to spend more
o Drive awareness
o Expand your product to a new audience
 … cont’d.
• Marketing campaign management is the process of
coordinating all the moving pieces of a campaign
from planning to launch. Marketing campaign
management involves seven key steps to make your
initiative a success including:
Setting goals
Identifying your target audience
Defining your budget
Planning your timeline
Selecting marketing channels to focus on
Creating and launching content
 Evaluating broadcast and print media

• Print and broadcast media while both forms of mass

communication; differ in their delivery methods and content
focus but share the common goal of disseminating
information to a wide audience.
• Similarities:
 Goal: both print and broadcast media aim to inform,
entertain, and influence the public.
 Journalism: both rely on journalists to gather, verify, and
present information.
 Audience: both types of media aim to reach a broad
audience, though their target audiences may differ.
 Ethics: both print and broadcast journalism adhere to similar
ethical standards, such as accuracy, fairness, and objectivity
 … cont’d.
• Differences:
Feature Print Media Broadcast Media

Physical (newspapers, magazines,

Delivery Method Electronic (radio, television, online)
books)

In-depth reporting, analysis, and Breaking news, current events, and

Content Focus
opinion pieces entertainment

Slower, reliant on printing

Speed of Updates Faster, can be updated in real-time
schedules

Potentially wider, can reach a global

Reach Traditionally limited by geography
audience

Can be interactive with features like

Interactivity Limited, mostly one-directional
live calls, social media engagement

Typically, lower cost for individual Higher cost for consumers, especially
Cost
consumers with subscription services
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THE END!