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Introduction to Demand and Advertising
Features Of Advertising
Five Ms Of Advertising
Importance of Advertising
Advertising as per the demand in the market
Advantages of Advertising
Benefits of Advertising to Consumers
Types of Advertising Media
Determining ad spend
Role of Advertising in Selling Consumer Durables
 Effects of Advertising
 Conclusion

Demand=Desire + Willingness + ability

The Dictionary meaning of the term is “to give public
notice or to announce publicly”.
The American Marketing Association, Chicago, has
defined advertising as “any form of non- personal
presentation or promotion of ideas, goods or
services, by an identified sponsor.”

Included
Excluded
Objective
ADVERTISING

Advertising provides information
Non-personal presentation
Gives publicity to goods, services and ideas
Target oriented
An Art, Science and Profession
Creativity - the essence of advertising

No Demand
Falling Demand
Latent Demand
Falling Demand
Irregular Demand
Full Demand
Overfull Demand

IMPORTANCE
OF
ADVERTISING
BUSINESS MARKETING INTERNET

Percentage of Sales approach:
“All you can afford” approach:
“Return on investment” approach:
Competitive Parity approach:
Marginal Approach:
“Objective and Task” Approach:

Benefits of Advertising to Manufacturers:
Large scale production and marketing:
Introduction of new products:
Creates new demand :
Builds brand image:
Reduces cost of production:
Facing competition:

Information And Guidance:
Acts As Reminder:
Special Attraction To Consumers:
Raises Living Standards:
Effective Product Use:
Removes Misunderstanding:

Information and guidance:
Consumer Durables :
Helps in facing competition:
Festival Offers:
Attractive offers:

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Demand and advertising

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