Advertising Management Concepts

Persuasion in Advertising

The major objective of advertising inherent in the presentation and promotion of ideas, goods or services is to achieve predetermined objectives through persuasive communication, precipitating the change or reinforcement of desired attitude or behavior.

“It is not neutral; it is not unbiased”: Yes, advertising is not neutral or unbiased. All ads that appear are controlled by the advertiser and are intended to serve the advertiser’s interest in some way.

Advertising has gained much attention because it is the best known and most widely discussed form of promotion and a very important promotional tool. There are several reasons for this. It can be a very cost-effective method to reach a large audience.… Read the rest

Abey Francis

Meaning of End Product Advertising

There are many products that are rarely purchased direct by consumers. They are usually bought as part or ingredient in other products. For example, there is Teflon (DuPont product), Pentium (Intel Corporation’s computer processor chip), Athelon (Advanced Micro Devices computer processor chip) and many others. Advertising of such products is called end product advertising  (also called branded ingredient advertising). This type of advertising is often undertaken by manufacturers whose branded parts or ingredients are used in producing usually other branded or unbranded consumer products. Successful end product advertising helps create demand for the ingredient that helps in the sale of another product, such as Intel promotes its Pentium processors.… Read the rest

Abey Francis

What is Retail Advertising?

The manufacturer has little concern where its product is purchased. The goal of the retail advertiser differs from that of national advertiser. The retailer advertises to encourage patronage by consumers and build store loyalty among them. The retailer is not particularly concerned with any specific brand. In case the retailer shows some concern (the retailer wants to clear stocks of a particular brand), then the message in effect is “buy brand ‘B’ at our store.” General approach in retail advertising is “buy at our store.” The sale of any specific brand is not the concern of retailer unlike the national advertiser.… Read the rest

Abey Francis

What is National Advertising?

The term national advertising  has a special connotation that it is not confined to any geographic area within the nation. This type of advertising is undertaken mostly by the marketer of a branded product or service sold through different outlets in the distribution channel, wherever they may be located. Apparently the term national advertising  conveys mass marketing effort. In reality this does not necessarily mean that the product is sold nationwide. The objective of national advertising is to inform or remind consumers about a company or brand. The ad may intend to communicate brand features, benefits, advantages or uses and to create or reinforce its image so that the consumers will be predisposed to buy it.… Read the rest

Abey Francis

Role of Communication Process in International Advertising

Advertising is one of the most visible forms of communication. Because of its wide use and its limitations as one-way method of communication, advertising in international markets is subject to a number of difficulties. Advertising is often the most important part of the communication mix for the consumer goods, where there is a large number of small volume customers who can be reached through mass media.

International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken. … Read the rest

Abey Francis

The Standardized Advertising Approach

There are three basic schools of thought regarding advertising standardization. First one is standardization approach which assumes that due to faster communication there is a convergence of markets and that costumer are becoming increasingly similar. Second is an adaptation approach which point to cultural differences and conclude that advertising must be adapted and the last one compromise approach which recognizes local differences but also that some degree of advertising standardization is possible.

Standardized Approach  

Standardized or global advertising approach is practice of advertising the same brand or same product in the same way everywhere around the world. It looks for similarity across countries and segments to catch up a common thread to capitalize on adverting.… Read the rest

Abey Francis