1. Name: RAHUL MONDAL S.I.F C.U.S.A.T

2. The word advertising comes form the latin word " advertere ”. That means " to turn the mind toward " Advertising is a form of communication for marketing and used to encourage, persuade or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. According to American Marketing Association “ advertising is any paid form of non- personal presentation and promotion of ideas, goods and services by an identified sponsor ".

3. Advertisement means spreading of information. The main purpose of every commercial organization is to promote sales. Any activity towards sales promotion may be called as promotional activity & advertisement is a kind of PROMOTIONAL ACTIVITY.

4. MISSION -sales goods -advertising objectives MESSAGE -Message generation -Message evaluation -Message execution MEDIA -Reach, frequency -Major media types -Specific media vehicles -Media timing -Geographical media allocation MONEY -stage of PLC -market share -competition -Advertising frequency Measurement -Communication -Sales impact

7. Defining advertising Target Advertising OBJECTIVES Setting the Advertising BUDGET Developing STRATEGY Selecting Media Advertising Effectiveness ADVERTISING MANAGEMENT

8. The advertising target is the audiences, towards whom the ad targeted. Sometimes this target encompasses the entire target market. In other cases it includes only a subset of target market.

9. The basic objective of advertisement is effective communication b/w producers and consumers. Some following objectives are: Preparing ground for new product Creation of demand Facing the competition Creating and enhancing goodwill Informing the changes to the customers Neutralizing the competitor’s advertisement

10. -It’s a component of the total promotion budget, must be allocated among markets, brands & media. -Under this system, brands in the introductory stage would receive more funds than those in the maturity stage. There is 5 factors are consider for setting the budget Product life cycle stage Competition & clutter Advertising frequency Product substutability Market share & consumer base

11. 1. Selects an appeals 2. Formulates the ad concepts 3. Develops the ad elements 4. Provides technical direction & production

12. selecting an appeal An appeal is the basic idea the advertiser wants to communicate to the advertising target. Marketing research and creative institution are often combined to come up with an appeal. formulated the ad concept Once an appeal is selected the next step is formulate the ad concept. Its a method where determine how an appeal is transformed into a message. developing the ad The technical terms for the various parts of an ad vary among media but the parts perform roughly the same function. It must be attract attention & develop interest so the reader will look at the rest of the ad. -illustration should also attract attention, communicative. –copy usually expands on the idea & illustration & provides facts, anticipation. –signature is a trademark/slogan states that who is sending the massage. Provididing technical direction Layout basically is print media or location advertising term. It’s a actual arrangement of its various parts to form a cohesive unit. Marketers rely on a technical personnel for layout works. Contd….

13. Headline signature Copy Illustration

14. In advertising, mass communication channels are called advertising media, like- newspaper, magazine, radio, TV.etc. the major type of advertising media are- print, broadcast, direct, location.

15. Print Advertising Outdoor advertising Broadcast Advertising Public Service Advertising Celebrity Advertising

16. More information can be communicated more accurately through print media than others. The major type of print media are Newspaper, Magazines, Brochures, Fliers etc.  Newspaper can be classified as daily or weekly with local or national distribution. Local newspaper are geographically selective & national newspaper that offer regional edition.  The number of general-interest magazines are declined now days while the special type of magazines has increased. so, it’s the one of important vehicle for advertising. MAGAZINES can also be classified by the target group for which the content is tailored: consumers, business, farmers. consumers magazines range from large circulation, general-interest magazines & special interest magazines are Readers digest, Times magazines, India today, Film-fare magazine, Fishing Chimes etc. Business publications include magazines of broad scope like Fortune & those targeted specific industries. Farm magazine is a broad interest national magazine. most magazines are national & are published monthly.

17. Magazines Newspaper

18. Radio & TV are broadcast media. Whereas advertiser buy space in print media, they buy time on broadcast media.  Television, the fastest growing medium, also reaches practically all homes. TV ads generally have the greatest impact because they stimulate both sight and hearing & advertiser can show their product in use.

19. Marketers try to communicate directly with potential customers when they use direct advertising media like Direct mail, mail order, and un-mailed direct media.  Direct mail & mail order, can have a format of any size or shape that is unbound.  Un-mailed direct, includes Leaflets & Booklets that are distributed door-to-door or in parking lots.

20. LEAFLET, BROCHURE

21. Location advertising media include outdoor & transit advertising.  Outdoor advertising, format range from poster panels to electric spectaculars. Poster panels are permanent structures on which printed paper is glued.  Transit advertising, firms rent space on bus, cab, subways, & commuter trains. Rates are usually quoted on a monthly basis.

23. PROFILE OF MAJOR MEDIA TYPES :-

24. Good planning & control of advertising depend on measures of advertising effectiveness. Advertiser should try to measure the communication effect of an ad- that is, its potential effect on awareness, knowledge, or preference- as well as the ad sells effect:  Communication effect research, seeks to determine whether an ad is communicating effectively.  Sales effect research, is complex because sales are influenced by many factors beyond advertising, such as features, price & availibility, as well as competitors actions.

26. SALES PROMOTION, includes activities that seek to directly induced, or indirectly serve as incentives to motivate, a desired response on the part of target customer. Sales Promotion activities also add value to the product. Sales promotion management includes :  Sales promotion target- is the audience to whom a particular sales promotion is directed. Sales promotion can be directed to consumers, company’s own salespeople & to middleman.

27.  Sales promotion objectives- sales promotion objectives are derived from the marketer’s overall promotion objectives. Coupons Cent-off offers Samples Money refund Premiums Contest Exhibition Additional product deals Coupons Cent-off offers Samples Money refund Premiums Contest Exhibition Additional product deals Sales meeting & auxiliary sales materials Sales contest Point-of-purchase display Trade show Special service Dealers contest & premium Sales meeting & auxiliary sales materials Sales contest Point-of-purchase display Trade show Special service Dealers contest & premium Directed to customers Directed to the firm’s own sales force

28.  Sales promotion budget: setting the overall promotion budget is to determine the desired mix of advertising & sales promotion.  Develop sales promotion strategy: numerous decisions are necessary in developing a sales promotion strategy. For ex: a company must decide on how much coupon will reduce the retail price of a product.

29.  Select Sales promotion method: a company must select the tools develop the program, pretest the program, implement & control it, & evaluate the result. Major Consumer-promotion tools: Samples Coupons Cash refund offers/ cash back offers Price packs Premium Consumers contest Prizes (contest, sweepstakes, games) Free trails Product warranties.etc.

30. Major trade-promotion tools: Price-off Allowance Free goods (sorce:”Trade promotion Redefined”,Brandweek,1995) Major business & sales force- promotion tools: Trade shows & conventions Sales contest Specialty advertising

32. References :  Kotler Philip, “THE FRAMEWORK FOR MARKETING MANAGEMENT”, 5 th Edd., 2002. India  William F. Schoell, “MARKETING- CONTEMPORARY CONCEPTS & PRACTICES”,10 th Edd., 1990, Allyn And Bacon, INC. Boston.

33. Thank YOU all. For ‘ur patience