Chapter 3 ADVERTISING MEANING SCOPE AND FUNCTIONS Meaning

Chapter = 3 ADVERTISING : MEANING, SCOPE AND FUNCTIONS

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

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

• • • 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

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

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

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

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 • •

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

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

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

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