1. ADVERTISINGProf Prashant Kumar
Gupta
Jain College Of MBA &

2. Definition
Any paid form of non
personal presentation and
promotion of ideas and
goods or services by an
identified sponsor

3. Advertising Objective
 Specific Communication
 Specific Audience
 Specific Period Of Time
 Achievement level to be accomplished

4. Classification Of Advertising
Objectives
Informative Advertising: Aims at creating brand
awareness and knowledge
Persuasive Advertising: Aims at creating liking,
preference, conviction and purchase
Reminder Advertising: Aims to stimulate repurchase
Reinforcement Advertising: Convince current
purchasers that they made right decision

5. Advertising Budget
 Stage in PLC (New product-More Budget)
 Market Share (High Share-Less Advertisement)
 Competition (More clutter- More Budget)
 Advertising Frequency
 Product Substitutability( More chances of
substitution-
More Budget)

6. Advertising Copy
Text of a print, radio, or
television advertising message that aims at
catching and holding the interest of
the prospective buyer, and at persuading
him or her to make a purchase all within a
few short seconds

7. Converting Message into Copy
1. Visualisation: Mental process where the
advertisement is imagined
2. Layout: End product of visualisation
where elements of advertising like graphics,
text, pictures are put into place

8. AIDA Model
1. A general understanding of how to target a market effectively
2. Common list of events that may occur when a consumer engages with an advertisem

9. Advertising Agency Decisions
1. Reach
2. Goals
3. Media Types:
Print, TV, Radio, Cinema, Online, Mobile
4. Media Vehicles: Specific print or electronic
media employed in an advertising campaign
5. Scheduling: When and how many times