Advertising

Learning Objectives: Explain what is advertising.

How

advertising influences potential buyers.

Copy

right & classified advertisements. various copyright advertisements

Design

Design

various classified advertisements

Introduction

1. 2.

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4. 5.

6.

Advertisement is a significant link between producer & the ultimate consumer. It imparts information to different buyers at distant places through mass communication. It answers questions like Nature of product. Attributes of the product. Price of the product. Utility & usefulness. In summation it may be said that in the age of cut throat competition , advertisements have come to assume enormous importance as it increases the consumers desire to buy . It also helps boost the sales of an organization.

Definition
The American Marketing Association defines Advertising as any paid form of non personal presentation or promotion of ideas , goods or services , by an identified sponsor.

Merits Gives information & knowledge about products & services. Provides pleasure & gratification through entertainment.

Raises standard of living of society

Demerits of Advertisement
Advertisements are blamed for :

Making modestly priced things expensive. Tempting people to splurge money

Making false & deceptive claims.

Popularizing vulgarity

(Class can discuss the above topic for debate)

Advertisement & consumer response

According to Russel Colley customer is moved to 5 awareness levels: 1. Unawareness levels. ( No knowledge about the product) 2. Awareness level. (Knowledge about existence but unaware about advantages) 3. Comprehension level. (Knowledge about the product but no inclination to buy) 4. Conviction Level. (Buyer convinced about the product but not yet ready to buy) 5.Action Level. (Reflecting user of the product)

Communication goals of Advertising

1. 2. 3. 4.

The communication goals are as follows: To generate attention To be understood To be believed To be remembered.

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Choice of Media. Newspaper Magazines Radio Television Direct mail Directory Internet.

Types of written advertising

The types of written advertising are as follows: a) Copyright b) Classified Copy writing The term copy includes all items appearing in an advertisement a) Written words b) Pictures c) Labels d) Logo While advertising any copy item 4 essential steps are to be considered: Attracting attention Generating interest Arousing desire Motivating Action

Physical arrangement of advertising copy

Headlines : Clear , simple , attractive words. It should reflect the full contents in the advertisement. 2. Illustration: This involves drawing , cartoons, symbols, photographs. This is better than explanation through words. 3. Color: Creative blend of colors enhances the look 4. Body or text: Explains the features , price etc., Educates , persuades & influences the reader to buy the product. 5. Slogan It strikes the mental wave length of the consumer. For ex . Poetry may draw an emotional person etc., (Discuss) 6. Name & address : the details of the company should be mentioned.
1.

Tips for effective copy writing

1.Give Catchy slogans. Ex: Experience the magic of herbs 2.Use Selling Arguments. The copy write should have the text with selling arguments like: Sush has the world at her feet with her dazzling eyes. Now her skin has the same kind of impact.

3. Always keep the reader in mind. The message should be intelligible to the reader. It should appeal to the emotions of the reader.

Effective copy writing

Manipulate number: Give exaggerated notice of customers gain. Minimize version of their cost. Ex: Your Complete beauty at just Rs 20/- a day

Make use of crazy slogans: Solicit examples for the class!!

Lets GO miles Full of Smiles BIGGEST SAVING OF THE YEAR!! Save up to Rs. 27,000/On Indias largest selling Car ????????

Specimen advertisement copy

Do you suffer from respiratory problems? Repeated attacks of coughs , colds ,Wheezing Breathlessness? DONT CHOKE YOURSELF!
Call for an appointment today & feel rejuvenated ! Srusti Herbals provides complete cure for Asthma Bronchitis Tonsillitis Breathlessness Wheezing WHAT ARE YOU WAITING FOR!!!

Classified Advertisements

Every national news paper exhibits advertisements on second / subsequent pages . Drafting classified is different from copy writing In copy writing , interest & desire for the product has to be aroused. In classified ads, the concerned parties have to be brought together by classified & concise information.

Any classified ad should contain the following features: Concise Complete Concrete

Specimen classified advertisement

Advertisement

for the post of Marketing

Manager Adarsh Enterprises Requires Dynamic , Pro Active , Self motivated Go-getters with min 5 -6 years experience ,to market their world class range of products. Contact immediately ADARSH enterprises 34,Chamrajpet, Bangalore- 60 Phone 080- 33991122

Specimen Advertisement Copy ABN-AMRO One stop solution for All Your Banking Needs. Facilities Available Home Loans Education Loan Finance to Traders Loan Against Gold Auto Loan