Dr. N.G.P.

ARTS AND SCIENCE COLLEGE

Coimbatore – 641 048 | Tamil Nadu | India

Dr. NGP ASC

COIMBATORE | INDIA
Dr. NGP ASC
COIMBATORE | INDIA
Dr. NGP ASC
COIMBATORE | INDIA
 Meaning of Advertising

• Advertising is a marketing strategy that brings

messages about products and services to broad
audiences through media such as TV and radio,
newspapers and magazines, online social
platforms like Facebook, Twitter, LinkedIn,
YouTube, and billboards.

Dr. NGP ASC

COIMBATORE | INDIA
 Importance

• Targets potential customers

• simple way of reaching potential customers
• informing them about a product or service.
• the price, special features, advantages and
functions of a product or service.
• target audience about special offers, such as
discounts or gifts.

Dr. NGP ASC

COIMBATORE | INDIA
 Importance

Helps introduce products

• introduces a new product or service
• it creates an ad to inform customers about it.
• Telling a large number of people about the
product release may increase the number of
people who want to buy it.

Dr. NGP ASC

COIMBATORE | INDIA
 Importance
Differentiates your brand

products & services as multiple

companies compete for customers.
.
Elements such as colour schemes,
logos, fonts and tag-lines are
ways to establish a brand identity and create a
difference between your products & services and that of
other companies.

Dr. NGP ASC

COIMBATORE | INDIA
 Importance

Keeps companies aware of the competition

• Advertisements can help companies monitor
their competition and find out about any
new products or services the latter may
launch. Whenever a competitor launches a
new product or service, they may advertise
to create awareness about it. This allows
companies to discover it and work on new
ideas of their own. They can then launch a
new product or create a new advertising
strategy to compete in the market
Dr. NGP ASC
COIMBATORE | INDIA
 Importance

Helps retain existing customers

• There may be many competitor brands in
a company's market segment, which can
confuse customers when making
purchasing decisions. Through advertising,
companies can differentiate themselves
from the competition by using unique
design elements in their advertisements,
such as fonts, colours or taglines. Creative
advertising copy can also help in this
regard. The next time a customer wants to
buy a product, they might think of the
Dr. NGP ASC
company's
COIMBATORE | INDIAproducts or services first.
 Develops customer trust

• Customers can develop trust in a company

by seeing advertisements about its
products or services. Positioning the
advertisements in multiple places may
ingrain in the minds of consumers that
they trust the company's brand.
Companies may also use advertising that
addresses social issues alongside their
products to further earn the audience's
approval.

Dr. NGP ASC

COIMBATORE | INDIA
 Develops customer trust

• Advertising can help display brand values

to build credibility in customers' minds.
They are more likely to purchase from a
brand they are comfortable with, which
also encourages brand loyalty. For
example, a vegan skincare brand that talks
about animal cruelty is more likely to
succeed and gain the loyalty of consumers
who want to buy cruelty-free products.

Dr. NGP ASC

COIMBATORE | INDIA
 objectives
• To inform
• To convince
• To remind
• Customer Retention
• Build Awareness
• Differentiation & Value
Creation
• Brand Building
• Product Positioning – Product
and Brand Recall
• Increase Sales

Dr. NGP ASC

COIMBATORE | INDIA
 Features
• Non-Personal Presentation
• An Investment
• ConsistencyPersonalization and a
call to action\
• Commercial Usage, Identified
Sponsor, & Large Audience
• Appeal, Message Theme, &
Profession
• Sharing Information
• Element of the marketing mix
• Promotion

Dr. NGP ASC

COIMBATORE | INDIA
 Features
• Promotion
• Generating new demand
• Creates brand image
• Attracting customers & informing
them
• Easy to remember
• Brand relation
• Bringing trust through brief
introductions

Dr. NGP ASC

COIMBATORE | INDIA
Dr. NGP ASC
COIMBATORE | INDIA
▪ The promotional • The activity which
activity of generation of includes providing
advertisements for information about any
products and services in product or service by
order to promote them any individual or entity
is called Advertising. is called Publicity.
▪ Advertising involves • Publicity is free of cost.
cost.

Dr. NGP ASC

COIMBATORE | INDIA
▪ Advertising includes • Publicity does not
promotion by the include the company or
company and its its representatives but
representatives. the public and other
entities.
▪ Advertising is in the • Publicity is not in the
hand of the company. hand of the company.

Dr. NGP ASC

COIMBATORE | INDIA
▪ Credibility of product in • Credibility of the
advertising is less as it product in publicity is
can be easily comparatively more.
manipulated by the
company.
▪ Advertising focuses on • Publicity focuses on
the target audience. awareness.

Dr. NGP ASC

COIMBATORE | INDIA
▪ The message conveyed • It may be positive or
is always positive. negative.

Dr. NGP ASC

COIMBATORE | INDIA
BASIS FOR
COMPARIS ADVERTISING PROPAGANDA
ON

Advertising refers to a
marketing tactic, used by the Propaganda is nothing but information
companies to promote the which aims at misleading or persuading
Meaning
product and services, retain people, by changing their attitude and
old customers and draw the perception, towards the product or service.
attention of targeted ones.

To grab public attention and To twist facts and information to change

Objective change consumer preference. public opinion by misleading the target
audience.

Dr. NGP ASC

COIMBATORE | INDIA
Intent It intends to highlight the It intends to use hyperbole, to
qualities present in a product influence public opinion and
or service to sell them. views.

outcome Increase in the company's Attaining majority or superiority

sales. over something.

Dr. NGP ASC

COIMBATORE | INDIA
Usage Primarily used in It is used in the consumer
the consumer market, political and social
market to promote matters, and in the matters of
a product, service discrimination and equality.
or event.

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Traditional Ads

These are the ads that have been around for decades, way
before the era of digital advertising. Think print ads in
newspapers and magazines, billboard advertisements towering
over highways, broadcast ads on TV and radio, and even physical
mail that lands in your mailbox.
.

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Display Ads
These ads on websites — banners, sidebars, and pop-ups.

Display ads are digital billboards.

They’re versatile and allow for creative visuals. And most

importantly, display ads can be targeted to specific demographics,

which makes them a staple in digital marketing.

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Social Media Ads
Social media platforms are a goldmine for advertisers. These

ads are seamlessly integrated into the user’s social feed and

are highly targeted based on user behavior and preferences.

They’re ideal for engaging with all types of audiences, from a

younger, tech-savvy audience to older generations.

.
Dr. NGP ASC
COIMBATORE | INDIA
 Types advertising
Video Ads
These are ads in video format, found on platforms like Facebook,

YouTube, Instagram, and TikTok or embedded in other digital content. They

can be highly engaging, more so than static image ads.

Video ads allow marketers to tell stories and showcase products in dynamic

ways

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Search Engine Ads

Search engine ads appear alongside search engine results, like the one you see

on Google. They’re effective because they reach people already looking for

something related.

This type of advertising is crucial for driving web traffic and sales.

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising

Email
Ads

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Native Ads
Native ads blend in with the content of the platform they’re on, which makes

them less intrusive. Because they match the look, feel, and function of the media

format where they appear, they often have higher engagement rates.

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Mobile App Ads

Mobile ads are crucial for both advertising mobile apps and games to get more

users and monetizing them. These include various ad formats — banner ads,

interstitial ads that appear between game levels, playable ads offering a snippet of

gameplay, and rewarded ads that offer incentives for watching.

They’re designed to enhance user experience while effectively promoting

products or services.

Dr. NGP ASC

COIMBATORE | INDIA
 Types advertising
Influencer Ads
Influencer marketing involves endorsements from influencers

and content creators. These types of advertisements leverage the trust

and following of these influencers to promote products in a more

organic and relatable way

.
Dr. NGP ASC
COIMBATORE | INDIA
 Types advertising
Retargeting Ads

Retargeting ads are shown to users who have previously

interacted with a brand or product but didn’t make a purchase.

These ads serve as reminders and often lead to higher conversion

rates, as they target individuals already interested in the product.

.
Dr. NGP ASC
COIMBATORE | INDIA
Dr. NGPASC
COIMBATORE | INDIA