logging in or signing up promotion nailesh_limbasiya Download Post to : URL : Related Presentations : Let's Connect Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 28 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: July 31, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Chapter 1 : Chapter 1 Introduction to Advertising Conti… : Conti… The American Marketing Association, defines as “any, paid form of non-personal presentation of ideas, goods, and services by an identified sponsor.” John E. Kennedy described advertising as “ salesmanship in print”(1905). Sidney Bernstein reinforces Kennedy’s definition by describing “advertising as a substitute for the human salesman” Advertising as a tool of communication : Advertising as a tool of communication Advertising is the most visible marketing tool which seeks to transmit an effective message from the marketer to a group of individuals. The marketer pays for sponsoring the advertising activity. Advertising, unlike salesmanship which interacts with a buyer face-to-face, is non personal. It is directed at a mass audience; and not at an individual, as in personal selling. Though marketers use advertising, basically it is a communication process, not ordinary communication but marketing communication. It is received by a large number of people, through the mass media it is called mass communication. The communication process : The communication process The following diagram Sender Encodes the message Encoded Message in media Decoding of the message Receiver Feedback Advertising in Marketing Communication process : Advertising in Marketing Communication process The marketing communication mix consist of four major tools: Advertising Sales promotion Publicity Personal selling Public Relations The marketing communication process : The marketing communication process Diagram Marketing manager or company Consumer Advertising Publicity Sales presentation Target audience interpretation Ad. Media Salesmen Public relation Feedback (Marketing Research sales report Fundamentals of Advertising : Fundamentals of Advertising Product : advertising does not add an intrinsic value to the product; no amount of marketing and advertising effort can sell a bad product to all the customers all the time. The other elements in planning for effective advertising are packaging, trade mark and such other physical and psychic attributes of the products as its taste, color, style and design. Conti…. : Conti…. Product classification Consumer goods; - Convenience goods - Shopping goods - Specialty goods Industrial goods - Raw materials - Capital goods - Operating supplies Conti… : Conti… Product Life Cycle Changing Market New Product Packaging Conti…. : Conti…. Price ; Price is an important consideration in buying decisions. For comparison purpose Price is indicative of quality Conti… : Conti… Place (Channel of Distribution) ; Convenience goods need the maximum exposure and widespread distribution at low cost Shopping goods need adequate representation in all the major shopping centers, Specialty goods may have a limited availability. The supplies of industrial goods , widespread distribution and prompt delivery are required. Slide 12: Social aspect Economical aspect Ethical aspect You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.