chap 1

advertising

advertere

data

information

communication information persuasion profit maximisation non-personal presentation identified sponsor consumer choice art, science, profession element of marketing mix element of creativity

introducing a new product supporting personal selling reaching inaccessible audience entering new markets fighting competition enhancing goodwill improving dealer relations preventing imitations

promotion of sales introduction of new products creation of good public image mass production research education of people support to press

advertiser target audience advertising agencies advertising production people target audience mass media government authorities advertising production firms

existing or current consumers consumers who buy and use consumers who do not use such any products

print media electronic media outdoor media direct mail

ASCI (advertising standards council of India) ABC (Audit Bureau of Circulation)

price product place promotion pace packaging positioning

encouraging purchasing reflecting cultural trends promotes economic growth improves standard of living providing employment opportunities advertising and brand building

brand image brand personality

constant innovation brand domination prompt availability integration of old and new media

television radio newspaper magazines direct mail outdoor displays internet

Product Advertising Retail Advertising Corporate Advertising Business-to-business Advertising Political Advertising Direct Response Advertising Public Service Advertising Advocacy Advertising

pioneering competitive comparative

pioneering

competitive