SYBCOM SEM III UNIT 1 INTRODUCTION TO ADVERTISING

Introduction to
Advertising
VIJAY_VISHWAKARMA 1

Integrated Marketing
Communications (IMC)
• Concept,
• Features,
• Elements,
• Role of advertising in IMC
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• Integrated marketing communication refers to
integrating all the methods of brand promotion
to promote a particular product or service
among target customers.
• In integrated marketing communication, all
aspects of marketing communication work
together for increased sales and maximum cost
effectiveness.
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• Integrated marketing communication (IMC) is
the combination of all marketing
communications efforts in an integrated way,
in order to maximise the communication
effects that promote company goals.
• The concept of integrated marketing
communications has become well known on
an international level, since the 1990’s among
practitioners and academia.
• IMC remains a popular and widely
researched topic.
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IMPORTANCE
• Integrated marketing communication plays an
integral role in communicating brand message to a
larger audience.
• Integrated marketing communication goes a long way
in creating brand awareness among customers at a
minimal cost.
• Integrated marketing communication scores over
traditional ways of marketing as it focuses on not only
winning new customers but also maintaining long
term healthy relationship with them.
• Integrated marketing communication saves time
which is often lost in figuring out the best marketing
tool.
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• Advertising—any paid form of non-personal
communication about an organization,
product, service, or idea by an identified
sponsor.
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• Direct Marketing—a system of marketing by
which organizations communicate directly
with target customers to generate response
and/or a transaction. Direct marketaing has
not traditionally been considered an element
of the promotional mix. However, because it
has become such an integral part of the
integrated marketing communications
program of many organizations.
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• Interactive/Internet Marketing – interactive media allow
for a back-and-forth flow of information whereby users
can participate in and modify the content of the
information they receive in real time.
• The major interactive medium is the Internet, which is a
global collection of computer networks linking both public
and private computer systems. While the most prevalent
perspective on the Internet is that it is an advertising
medium, it is actually a medium that can be used to for
other elements of the promotional mix as well including
sales promotion, direct marketing, and public relations.
• The rapid penetration of cell phones and smartphones is
leading to a rapid growth in mobile marketing whereby
marketing messages are sent directly to the devices.
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• Sales Promotion—marketing activities that
provide extra value or incentive to the sales
force, distributors, or the ultimate consumer
and can stimulate immediate sales.
• Sales promotion is generally broken into two
major categories: consumer-oriented and
trade-oriented activities

• Publicity/Public Relations
• Publicity—non-personal communications
about an organization, product, service, or
idea that is not directly paid for nor run under
identified sponsorship.
• Public Relations—a management function
which evaluates public attitudes, identifies the
public policies and procedures of an individual
or organization with the public interest and
executes a program of action to earn public
understanding and acceptance

• Personal Selling—direct person-to-person
communication whereby a seller attempts to
assist and/or persuade prospective buyers
tolow-coste a company’s product or service
or act on an idea.

• Marketing communications are the means
by which organisations attempt to inform,
persuade, and remind consumers about
products, services, or brands.
• Marketing communications inform and
make consumers aware about the
availability of the product or service,
about its usage, price and special offers.
• Marketing Communications attempt to
persuade potential consumers to purchase
and try the product.

• Advertising is a paid form of a non-personal message
communicated through the various media by industry,
business firms, nonprofit organisations, or individuals.
• Advertising is persuasive and informational and is designed
to influence the purchasing behavior and/or thought patterns
of the audience.
• The advertising message has to reach a billion people,
speaking different languages, practicing many religions.
• Advertisers can reach their audiences through television,
radio, cinema, print medium, outdoor advertising, sales
promotion and the Internet.
• Hence, advertising is a form of mass communication.

Advertising
• ‘Advertise’ is a verb form of English word ‘Advertising’. It has its origin in
a classical Latin word ‘Advertere’.
• ‘Advertere’ is made of ‘Ad’ + ‘Vertere’ where, Ad means “to or toward”,
an Vertere means “to turn”.
• Thus, ‘Advertere’, a union of ‘Ad’ and ‘Vertere’, jointly means “to turn
(one's attention) to or towards (something).”
• The English word ‘Advertise’ is also linked to the Old French word
‘Advertir’, which means “to (take) notice (of something).”
• In its original meaning ‘Advertise’ is “to give (or draw) one's attention to
(or towards) something.”

DEFINITIONS
• According to Oxford Dictionary,“Advertise
means to present or describe a product, service
or event in the media in order to increase sales.”
• According to John E. Kennedy, "Advertising is
salesmanship in print."
• According to American Marketing Association
(AMA),"Advertising means any paid form of non-
personal presentation and promotion of ideas,
goods, or services by an identified sponsor."

The main purpose of advertising is
to:
Give
information
Attract
attention
Create
awareness
Influence the
buying
behavior of
consumers

Features of Advertising
Provides information:
Paid communication:
Non-personal presentation:
Publicity:
Primarily for Persuasion:
Target oriented:
Art, science and profession:
The element of a marketing mix:
Creativity: VIJAY_VISHWAKARMA 20

Advantages of Advertising
The advertising benefits two main groups,
namely:
Manufacturers and Consumers.

The advantages of
advertising for
manufacturers:
Large-scale production and marketing
Introducing new products
Creates new demand
Effective personal selling
Builds brand image
Reduces cost of production
Facing competition
Sales promotion
Goodwill builder

The benefits of advertising for consumers
Information and guide
Acts as a reminder
Attracts customers
Raises living standards
Efficient product use
Removes misunderstanding

CLASSIFICATION OF ADVERTISING
On the Basis of
Geographical Spread
On the Basis of Target
Audience or Market
On the Basis of Media
On the Basis of
Purpose

.
On the Basis of Geographical Spread
• International Advertising
• National Advertising
• Local Advertising

On the Basis of Target Audience or
Market
• Consumers
• Industrial Advertising

On the Basis of Media
• Print Media
• Electronic Media
• Online Media
• Mural Advertising

On the Basis of Purpose/Function
• To inform
• To remind
• To persuade

ACTIVE PARTICIPANTS
• Advertiser: The advertiser can be any firm,
individual, Government or social organisation
who wants to advertise their products,
services or highlight any social issues or ideas
to general public to raise their awareness
levels and promote their products and ideas.
This group also includes retailers as they also
display various products in their shops for
selling them to the customers.

Target Audience
• Target audience refers to the desired audience
to whom a manufacturer wants to target for
promoting and selling his products.
• Target audience may include only a particular
segment of customers or mass audience.
• Through advertising, that manufacturer tries
to arouse interest in its desired audience so
that they get attracted towards his products
and ultimately get persuaded to buy them.

Advertising Agencies
• Advertising agencies consist of highly creative
and professionalized people who are entrusted
with the task of designing, developing and
producing ads and showing and printing them
through appropriate media i.e. T.V., magazines,
newspapers, radio, publications, etc.
• These agencies are service based business and so
charge their clients for producing and
popularising their products, services or ideas
amongst masses through advertisements.

Advertising Production People
• Advertising production people comprise of all
those who are directly or indirectly concerned
with production and development of
advertisements.
• Attractive and persuasive advertisements are
a result of the collective efforts put in by
layout designers, editors, photographers,
copywriters, artists, etc., who comprise the
advertising production people.

Target Audience (Readers, Listeners,
Viewers and Present and Future Buyers)
• The target audience comprise of the readers,
listeners, viewers and present and future
buyers who are the recipients of the messages
given by advertisements about any product,
service or idea.

• The target audience can be grouped into three groups
as follows:
• a) Consumers who are loyal to a particular brand and
through advertisements they are persuaded to stick to
the brand.
• b) Consumers who are loyal to a competitor’s brand
and so through advertisements they are persuaded to
switch to the brand advertised by highlight its better
features, usage and benefits as compared to its
competitor’s brand.
• c) Consumers who do not use any such product which
is advertised. Thus, they too, are persuaded to buy the
advertised product and gain benefits out of it.

Mass Media
• Mass media includes T.V, newspapers, radio,
magazines, publications, internet, websites, etc
through which the advertising messages are to be
highlighted and communicated to the masses.
• Depending on the type of the advertising
message and the target audience, an appropriate
medium for communicating the message is to be
chosen by the advertising agencies.

• The main elements of mass media are listed as
follows:
• (a) Print Media
• (b) Electronic Media
• (c) Outdoor Media
• (d) Direct Mail

Government Authorities
• The advertising field is bound with certain well defined
norms, standards and code of conduct laid down by
various advertising regulating authorities.
• All advertising firms are bound to function within these
standards and norms. The Government frames various
laws and regulations which all advertising firms are
required to follow.
• In India, advertising regulating authorities include, The
Advertising Standards Council of India (ASCI) and Audit
Bureau of Circulation (ABC).

Advertising Production Firms
• As the name suggests, advertising production
firms are engaged with production and
development of advertisements.
• By securing the collective help and creativity
of the advertising production people, these
firms produce advertisements of their clients.

REFERENCES
• https://www.feedough.com/integrated-marketing-communication-meaning-tools-examples/
• https://www.managementstudyguide.com/integrated-marketing-communications.htm
• https://www.managementstudyguide.com/integrated-marketing-communication-tools.htm
• https://www.learnistan.com/the-promotional-mix-the-tools-for-imc/
• https://www.streetdirectory.com/etoday/role-of-advertising-in-marketing-puppcp.html
• https://www.enotesmba.com/2013/10/role-of-advertising-in-marketing-and-process-of-
advertising.html
• https://kalyan-city.blogspot.com/2010/07/5-ms-of-advertising-advertising.html
• https://www.businessmanagementideas.com/advertising-2/advertising-definition-nature-features-
objectives-types-importance-and-examples/18882
• https://subjectquery.com/classification-of-advertising/
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SYBCOM SEM III UNIT 1 INTRODUCTION TO ADVERTISING

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