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Advertising
and Promotion (MKT621)
VU
Lesson
1
INTRODUCTION
TO ADVERTISING
This course
is designed to teach and guide the
students to know and learn
about Advertising
and
Promotion. In this course we will try to
acquaint you with various
aspects and applications
and
requirements. Besides teaching
you about the introduction
and history of advertising
this
will
also guide students about
its growing importance,
definition and various aspects.
The
major
components to learn will be its
skills in modern world, the
overall importance and
significance
of its practice in different
scenarios.
After
going through the contents
of first lecture, students will be able
to know about
Advertising
and promotion with its
growing importance and its
definition with
different
segments:
A.
Introduction to Advertising and
Promotion.
B.
Its growing importance.
C.
Definition of
Advertising.
D.
Explanation of Personal and non-personal
selling.
LECTURE
OVERVIEW
This
lecture introduces the
students with the
background, definition, and growing
importance in
the
modern world. During this we
will be discussing the above mentioned
aspects of
Advertising.
We will also briefly try and explain
the difference between
personal and non-
personal
selling and related advantages and
disadvantages.
INTRODUCTION
In
fact today advertising is
every where, on radio, TV, newspapers,
billboards, magazines and
even
on the side of the town
buses. The global market
has expanded tremendously, and
manifolds.
Advertising serves three
main purposes:
1.
To
get or win new
customers.
2.
To
increase use of products or services
among existing
customers.
3.
To
help potential customers make a
choice among competing
brands.
Advertising
has great influence on us whether we
are aware of it or not. Let us
now first of all
try
to know about its growing
importance:
GROWING
IMPORTANCE OF ADVERTISING
·
We
see 100's of ads. Every
day.
·
Consciously
or subconsciously advertisements have
tremendous effect.
·
Advertising
can not only change buying
decision but also changes
mindset & attitude of
people.
·
Advertising
reflects the culture of a
nation.
·
Advertising
& culture both affect
each other.
·
Advertising
industry also supports media
industry.
·
In
fact media survives on advertising
because they go hand in
hand.
·
Advertising
can be used as an effective tool
for a social cause.
·
Advertisement
also help in spreading information about
new technology &
innovations
·
Advertising
in today's world is not for
spreading brand awareness but also
shows us
where
we stand in the world
today.
1
Advertising
and Promotion (MKT621)
VU
DEFINITION
OF ADVERTISING
Now
a days, Advertising has
assumed important role in
this very fast developing
and
competitive
world. In order to understand it
first we have to know what
it means or in other
words
to know its definition. But
before we define we must
know i.e. six segments of
the
definition
of advertising:
Six
Segments
1.
It
is paid form of communication.
2.
The
Sponsor is identified.
3.
Most
advertising tries to persuade or
influence consumer to do.
Something though in
some
cases it is merely to make consumers
aware of product or company.
4.
Message
is conveyed through different
types of media.
5.
Advertising
makes message reach large audience of
potential consumers.
6.
Advertising
is a form of mass communication
therefore it is non-
personal.
Based
on the above the most
accepted standard definition universally
accepted is as described
by
Bovee in 1992. It said:
"Advertising
is the non
- personal communication of
information
usually
persuasive
in
nature
about products,
services or ideas by
identified
sponsors through
the various
media"
Let
us now try to DISECT &
EXPLAIN key terms PERSONAL
and NON PERSONAL used
in
the definition of
advertising.
There
are two basic ways to
sell
Personally
& Non-Personally
Personal
selling Where
seller & buyer has to be
together.
Non
Personal - Seller is
approached through a medium
i.e. advertising.
Advantages
of Non-Personal Selling:
·
Seller
has time to discuss
everything about the
product.
·
Buyer
has time to ask questions,
get answers & examine evidence against or
for the
product.
·
Seller
can see the person whom
product is being
sold.
·
Seller
can see the person to whom he/she is
selling the product.
·
Seller
can easily locate potential
buyers.
Disadvantages:
·
It
is expensive being labor
intensive.
·
Time
consuming.
·
So
seems personal selling is
better than advertising
which is non-personal
yet
advertising
still remains most
effective.
Therefore
despite the fact that
advertising even though is
non-personal selling, it is
certainly
effective.
2
Table of Contents:
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