Role of advertising

in marketing
 WHAT IS
ADVERTISING ?
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
Philip Kotler
Advertising not only plays a vital role in promoting
our economic growth but it is a colorful and
diverting aspect of life.
Peter Drucker
 CHARACTERISTICS OF
ADVERTISING
It is a mass non-personal
communication.
It is a matter of record.
It persuades buyers to purchase the
goods advertised.
It is a marketing tool.
 FUCTIONS OF
ADVERTISING
Promotion of sales.
To create awareness about introduction
of new product.
Creation of good public image.
Facilitate mass production.
Education of people.
 TYPES OF
ADVERTISING
PRODUCT ADVERTISING
CONSUMER ADVERTISING
INDUSTRIAL ADVERTISING
TRADE ADVERTISING
PROFESSIONAL ADVERTISING
 PRODUCT ADVERTISING
The main purpose of this type of advertising
is to inform and stimulate the market about
the advertisers products or services and to
sell these.
Eg- POLO Car
 CONSUMER ADVERTISING

It is directed to buyers of consumer products

who purchase them either for their own use
or for their households.
Eg- Surf Excel
 INDUSTRIAL
ADVERTISING
It refers to those advertisements
which are issued by the
manufacturers/distributors to
the buyers of industrial goods.
Eg- Machinery
 TRADE ADVERTISING

It is directed by the
manufacturers to the distribution
channel members, such as
wholesalers or retailers.
PROFESSIONAL ADVERTISING

It is directed to those
decision makers who are
professional people.
Ex- Pharmaceuticals
 Role in marketing

Most appropriate way to improve sales may

not involve promotion or ads at all but
extensive distribution, better relationship with
trade, lower price or better quality.
Brand manager should find out exact source of
poor sales. (Eg product purchased once means
ad is successful but no repeat purchase is
problem with quality)
Marketing plan are based on specific problems
or opportunities through situation analysis.
 Reinforce idea of high quality and
prestige (through people, event or
situation).
Stress price differentiation for low
priced product.
Role of ad also depend on distribution
channel selected.
Door to Door sales- Introduce sales
person
Ads can be targeted for either
consumer or trade. (Trade- push,
Consumer- pull)
Advertising can be targeted on
distribution strategy {Intensive
(customers), Selective, Exclusive