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    Unit-1 Advertising Personal Selling and Salesmanship

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    Rahul
    This document provides an introduction to advertising, including definitions and key concepts. It discusses the communication process in advertising and models like AIDA. It also covers advertising appeals, types of advertising, agencies, budgeting approaches, and factors that affect budget size such as market size, financial resources, and competitive spending. The document serves as an overview of important advertising topics.

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    Unit-1 Advertising Personal Selling and Salesmanship

    Uploaded by

    Rahul
    334 views20 pages
    This document provides an introduction to advertising, including definitions and key concepts. It discusses the communication process in advertising and models like AIDA. It also covers advertising appeals, types of advertising, agencies, budgeting approaches, and factors that affect budget size such as market size, financial resources, and competitive spending. The document serves as an overview of important advertising topics.

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    This document provides an introduction to advertising, including definitions and key concepts. It discusses the communication process in advertising and models like AIDA. It also covers advertising appeals, types of advertising, agencies, budgeting approaches, and factors that affect budget size such as market size, financial resources, and competitive spending. The document serves as an overview of important advertising topics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    334 views20 pages

    Unit-1 Advertising Personal Selling and Salesmanship

    Uploaded by

    Rahul
    This document provides an introduction to advertising, including definitions and key concepts. It discusses the communication process in advertising and models like AIDA. It also covers advertising appeals, types of advertising, agencies, budgeting approaches, and factors that affect budget size such as market size, financial resources, and competitive spending. The document serves as an overview of important advertising topics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    ADVERTISING,PERS

    ONAL SELLING AND


    SALESMANSHIP
    By: Yogita Negi
    UNIT-1 INTRODUCTION TO
    ADVERTISING
    COMMUNICATION PROCESS
    AIDA MODEL
    ADVERTISING: IMPORTANCE TYPES AND OBJECTIVES
    DAGMAR APPROACH
    AUDIENCE SELECTION
    METHODS OF SETTING ADVERTISEMENT BUDGET
    ADVERTISEMENT
    ◦ Has been derived from latin wrord which means to turn (the mind to)
    ◦ Father of advertisement David Machinzie ogilvy CBE

    WHEN COINED THE CONCEPT


    MEANING
    DEFINITIONS
    Features of advertisement

    ◦ Non Personal
    ◦ Paid form Brand preference
    ◦ Identified sponsors
    ◦ Medium of mass communication
    ◦ Diversified medias
    ◦ Creativity
    Importance of Advertising
    ◦ Corporate image
    ◦ Face competition
    ◦ Create awareness
    ◦ Cost effective
    ◦ Support channel members
    ◦ Quality assurance
    ◦ Product diffrentiation
    ◦ Source of employment
    Limitations of Advertising
    ◦ Environmental factors
    ◦ Lack of marketing reserch
    ◦ Burdendensome for consumers
    ◦ Unwanted purchases
    ◦ Misleading and deceptive
    ◦ Reduction in competitiin
    ◦ Societal problems
    ◦ Unclear advertisements
    ◦ Concealment of facts
    ◦ Unsuported by facts
    ◦ Change in perception
    ◦ Change is attitude
    ◦ Repetitive advertising
    ◦ Transformation of desire
    Communication Process
    Communication Process in Advertising
    ADVERTISING AGENCIES

    An advertising agency is an independent business organisation whuch undertakes the work of planning ,
    preparing and executing advertising compaigns for ots clients.
    Some of the top advertising agencies in India are:
    ◦ Ogilvy & Mather ( O&M)
    ◦ Lowe Lintas
    ◦ Hindustan Thompson Associates
    ◦ Saatchi & Saatchi
    ◦ Mudra
    ADVERISING APPEALS
    ADVERTISEMENT APPEALS
    EXAMPLES AND TYPES
    TYPES OF ADVERTISING
    DAGMAR APPROACH

    D- DEFINE AWARENESS
    A-ADVERTISING COMPREHENSION
    G-Goal for CONVICTION
    M-MEASURING RESULT
    A-ADVERTISING
    R-RESULTS
    DAGMAR DEFINING ADVERTISING GOALS TO MEASURE ADVERTISING RESULTS
    AIDA (AIDAS) MODEL

    A- ATTENTION attract attention


    I- INTEREST create interest
    D- DESIRE develop desire
    A- ACTION promt action
    ADVERTISMENT
    Eg. AMUL
    ◦ AMUL PRODUCTS
    ◦ ADVERTISEMENT TYPE AND TECHNIQUES
    ◦ VARIETIES
    ◦ COMPETITIVE ADVANTAGE
    Audience sellection
    Method of setting advertising budgets
    ◦ The objective and task method
    ◦ Percentage of sale method
    ◦ Affordable method
    ◦ Comparative matching parity method
    ◦ Marginal Approach
    ◦ Judgement method
    ◦ Return on investment methods
    FACTORS AFFETING THE BUDGET
    SIZE
    1. Size of the market
    2. Extent of the market
    3. Financial resources
    4.Role of advertising in marketing mix
    5. Amount tbe spend on promotion
    6. Stages in product life cycle
    7. Competitive spending
    8. Product differentiation
    9. Profit margin on sales

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