Advertising : Meaning, scope and functions

1. Chapter = 3 Advertising : Meaning, scope and functions

2. Meaning of Advertising Philip Kotler says “Advertising is non-personal form of communication conducted through paid media under clear sponsorship”

3. Features of Advertising • Paid form • Non – Personal • Identified sponsor • Any Form • Goods, services or ideas • Can be used by any organisation • Speedy communication • Mass communication

4. Audio/Visual/Written advertising message • Advertising is an art • Advertising is not an exact science • An important element of promotion mix • Motivates and inspires • Controlled

5. Functions of advertising • Primary functions • Secondary functions • Social functions

6. Primary functions • Creates demand • Announces for new product or service • Promotes new uses of the product • Informs about changes in product, price placement • Helps in the usefulness of the product and method of using it. • Announces special offers and schemes • Reminds users • Create brand preference • Helps to neutrilise competitors advertising

7. Secondary functions • Helps to boost the morale of salesmen and employees • Supports salesmen • Reaches customers left by salesmen • Helps to procure better employees • Announces location of dealers and stockists and supports them

8. Social functions • Helps to improve standard of living • Crete awareness among rural masses • Creates employment • Educates consumers • Helps to solve social problems • Creates awareness about dangerous diseases • Helps to circulate important government notifications • Other social functions

9. Essentials of effective advertising • Features relating to consumers • Features relating to message • Features relating to advertising copy

10. Scope of Advertising • Increase in ad functions • Ad for attracting and supporting middlemen • Increase in commercial ads • Growth in media • Increase in industrialization • Increase in level of competition • Increase in readership and viewership

11. Groups involved in Advertising • Buyers • Middlemen • Media • Advertising agency • Advertiser

12. Advertising as a tool of marketing • Advertising and product • Advertising and pricing • Advertising and place • Advertising and other promotional tools • Advertising and competition • Advertising and market segmentations