Advertising is nonpersonal promotion which promotes ideas, goods or services by using a variety of media.
The average city dweller is exposed to more than 3,000 advertising messages everyday
Advertisers control the message, where it will be seen or heard, and how often it will be repeated
Advertising and It’s Purpose
Marketers can use advertising to introduce a new business or change a company image
Advertising can also promote a new product or an existing one, encourage the use of a particular service, or encourage business-to-business transactions
Two main types of advertising:
Promotional Advertising
Institutional Advertising
Promotional Advertising Definition
Advertising designed is to increase sales
Targets are consumers or B2B customers
Encourages potential customers to ask for info, call for appointment, participate on the internet, or enter a retail store.
Leads / Prospecting
Institutional Advertising Definition
Designed to create a favorable image for a company and foster goodwill in the marketplace
Connecting the businesses name to a worthy cause helps a company make a favorable impression
Does not directly increase sales
Mass Advertising Versus Targeted Advertising
Mass ads enables companies to reach large numbers of people
Targeted ads target messages to select audiences
Advertising demonstrates features and benefits
Types of Media
Medias - the agencies, means, or instruments used to convey advertising messages to the public.
4 General categories
The advertising message and the target audience determine the type of media that is used