Advertising Concepts and Objectives
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Advertising Concepts and Objectives

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@Dr. K. Viswanath

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Questions and Answers

What feature distinguishes advertising from other forms of communication?

  • It involves face-to-face interaction.
  • It targets a small audience.
  • It is sponsored by an identified advertiser. (correct)
  • It is offered for free.

    • Which of the following is NOT an objective of advertising?

  • To remove product supply restrictions. (correct)
  • To educate the customers about product features.
  • To sustain demand for existing products.
  • To create brand loyalty.

    • How does advertising differ from publicity?

  • Publicity involves face-to-face communication.
  • Advertising offers control over contents and timing. (correct)
  • Publicity is always paid for by individuals.
  • Advertising is more credible than publicity.

    • What is a key benefit of using advertising to introduce new products?

    <p>It informs a large number of people about the product.</p> Signup and view all the answers

    What aspect of advertising helps in reducing product prices?

    <p>Removal of middlemen.</p> Signup and view all the answers

    What is a primary advantage of advertising?

    <p>It reduces the possibility of cheating customers</p> Signup and view all the answers

    Which of the following is a criticism against advertising?

    <p>It can mislead people</p> Signup and view all the answers

    What distinguishes sales promotion from advertising?

    <p>Sales promotion has a short-term view and focuses on immediate sales</p> Signup and view all the answers

    Which of the following functions does an advertising agency NOT typically perform?

    <p>Directly selling products to customers</p> Signup and view all the answers

    Which of these is an example of a sales promotion technique?

    <p>Distribution of free samples</p> Signup and view all the answers

    What is the main purpose of sales promotion?

    <p>To achieve immediate sales and spot buying</p> Signup and view all the answers

    What role does social advertising typically play?

    <p>To create awareness for socially relevant campaigns</p> Signup and view all the answers

    What is an outcome of excessive advertising expenditure by large firms?

    <p>It contributes to the creation of monopolies</p> Signup and view all the answers

    Study Notes

    Advertising

    • Any non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
    • Non-personal, mass communication, identified sponsor, information, and paid communication are key features.

    Distinctions Between Advertising and Publicity

    • Advertising originates from the advertiser, while publicity originates from the media.
    • An advertiser's identity is clearly known, while the sponsor's identity in publicity is not known.
    • Advertising is paid for by the sponsor, while publicity is not paid for.
    • The sponsor has control over content and timing in advertising, while the media controls content and timing in publicity.

    Objectives of Advertising

    • Introduces new products to the market.
    • Sustains demand for existing products.
    • Builds brand preferences.
    • Educates customers.
    • Eliminates middlemen, potentially reducing product prices.

    Advantages of Advertising

    • Creates demand for new products.
    • Increases sales and profits by attracting customers.
    • Informs customers about products.
    • Creates goodwill for the firm.
    • Reduces the possibility of cheating customers.
    • Creates employment opportunities.

    Criticisms of Advertising

    • Increases product prices.
    • Large firms spend heavily on advertising, potentially creating monopolies.
    • Spending on advertising is wasteful as it may not add to product utility.
    • Advertising offers manufacturers the opportunity to mislead the public.
    • Some advertisements are vulgar and violate public decency standards.

    Advertising Agency

    • A specialized organization that provides advertising-related services for a fee.

    Functions of an Advertising Agency

    • Planning advertising campaigns.
    • Creating advertising materials.
    • Selecting suitable media for advertising.

    Social Advertising

    • Focuses on socially relevant issues or uses social relationships to promote products or services.
    • Raises awareness for campaigns such as blood donation, vaccination, or Swatch Bharat Abhiyan.
    • Utilizes social media platforms like Facebook, Twitter, YouTube, Instagram, and WhatsApp.

    Sales Promotion

    • Short-term incentives of a non-recurring nature used to stimulate consumer purchasing and dealer effectiveness.
    • Aims to obtain immediate buying.
    • Examples include free samples, coupons, free gifts, and exchange offers.

    Distinctions Between Advertising and Sales Promotion

    • Advertising has a long-term view, while sales promotion has a short-term view.
    • Advertising aims at building an image, while sales promotion aims at immediate sales.
    • Advertising is a recurring exercise, while sales promotion is a non-recurring exercise.

    Role of Sales Promotion

    • Provides information.
    • Increases demand.
    • Satisfies customers.

    Techniques of Sales Promotion

    • Distribution of free samples.
    • Offering discount coupons.
    • Providing bonus offers.

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    Description

    Explore the fundamental concepts and objectives of advertising in this quiz. Understand the distinctions between advertising and publicity, and learn about the advantages and roles advertising plays in the market. Perfect for students of marketing and communication.

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