AdvertisingBandBPromotionB(MKT621) VU
LessonB1
INTRODUCTIONBTOBADVERTISING
ThisBcourseBisBdesignedBtoBteachBandBguideBtheBstudentsBtoBknowBandBlearnBaboutBAdvertisingB a
ndBPromotion.BInBthisBcourseBweBwillBtryBtoBacquaintByouBwithBvariousBaspectsBandBapplicationsB
andBrequirements.BBesidesBteachingByouBaboutBtheBintroductionBandBhistoryBofBadvertisingBthisB
willBalsoBguideBstudentsBaboutBitsBgrowingBimportance,BdefinitionBandBvariousBaspects.BTheB maj
orBcomponentsBtoBlearnBwillBbeBitsBskillsBinBmodernBworld,BtheBoverallBimportanceBandBsignifica
nceBofBitsBpracticeBinBdifferentBscenarios.
AfterBgoingBthroughBtheBcontentsBofBfirstBlecture,BstudentsBwillBbeBableBtoBknowBaboutBAdvertisi
ngBandBpromotionBwithBitsBgrowingBimportanceBandBitsBdefinitionBwithBdifferentBsegments:
A. IntroductionBtoBAdvertisingBandBPromotion.
B. ItsBgrowingBimportance.
C. DefinitionBofBAdvertising.
D. ExplanationBofBPersonalBandBnon-personalBselling.
LECTUREBOVERVIEW
ThisBlectureBintroducesBtheBstudentsBwithBtheBbackground,Bdefinition,BandBgrowingBimportanceBi
nBtheBmodernBworld.BDuringBthisBweBwillBbeBdiscussingBtheBaboveBmentionedBaspectsBofBAdverti
sing.BWeBwillBalsoBbrieflyBtryBandBexplainBtheBdifferenceBbetweenBpersonalBandBnon-
BpersonalBsellingBandBrelatedBadvantages BandBdisadvantages.
INTRODUCTION
InBfactBtodayBadvertisingBisBeveryBwhere,BonBradio,BTV,Bnewspapers,Bbillboards,BmagazinesBandB
evenBonBtheBsideBofBtheBtownBbuses.BTheBglobalBmarketBhasBexpandedBtremendously,BandBmanifo
lds.BAdvertisingBservesBthreeBmainBpurposes:
1. ToBgetBorBwinBnewBcustomers.
2. ToBincreaseBuseBofBproductsBorBservicesBamongBexistingBcustomers.
3. ToBhelpBpotentialBcustomersBmakeBaBchoiceBamongBcompetingBbrands.
AdvertisingBhasBgreatBinfluenceBonBusBwhetherBweBareBawareBofBitBorBnot.BLetBusBnowBfirstBofBallB
tryBtoBknowBaboutBitsBgrowingBimportance:
GROWINGBIMPORTANCEBOFBADVERTISING
• WeBseeB100’sBofBads.BEveryBday.
• ConsciouslyBorBsubconsciouslyBadvertisementsBhaveBtremendousBeffect.
• AdvertisingBcanBnotBonlyBchangeBbuyingBdecisionBbutBalsoBchangesBmindsetB&BattitudeBo
fBpeople.
• AdvertisingBreflectsBtheBcultureBofBaBnation.
• AdvertisingB&BcultureBbothBaffectBeachBother.
• AdvertisingBindustryBalsoBsupportsBmediaBindustry.
• InBfactBmediaBsurvivesBonBadvertisingBbecauseBtheyBgoBhandBinBhand.
• AdvertisingBcanBbeBusedBasBanBeffectiveBtoolBforBaBsocialBcause.
• AdvertisementBalsoBhelpBinBspreadingBinformationBaboutBnewBtechnologyB&Binnovations
• AdvertisingB inB today’sB worldB isB notB forB spreadingB brandB awarenessB butB alsoB showsB u
sBwhereBweBstandBinBtheBworldBtoday.
©BCopyrightBVirtualBUniversityBofBPakistan 1
,AdvertisingBandBPromotionB(MKT621) VU
DEFINITIONBOFBADVERTISING
NowBaBdays,BAdvertisingBhasBassumedBimportantBroleBinBthisBveryBfastBdevelopingBandBcompetit
iveBworld.BInBorderBtoBunderstandBitBfirstBweBhaveBtoBknowBwhatBitBmeansBorBinBotherBwordsBtoBk
nowBitsBdefinition.BButBbeforeBweBdefineBweBmustBknowBi.e.BsixBsegmentsBofBtheBdefinitionBofBad
vertising:
SixBSegments
1. ItBisBpaidBformBofBcommunication.
2. TheBSponsorBisBidentified.
3. MostB advertisingB triesB toB persuadeB orB influenceB consumerB toB do.B SomethingB thoughB i
nBsomeBcasesBitBisBmerelyBtoBmakeBconsumersBawareBofBproductBorBcompany.
4. MessageBisBconveyedBthroughBdifferentBtypesBofBmedia.
5. AdvertisingBmakesBmessageBreachBlargeBaudienceBofBpotentialBconsumers.
6. AdvertisingBisBaBformBofBmassBcommunicationBthereforeBitBisBnon-Bpersonal.
BasedBonBtheBaboveBtheBmostBacceptedBstandardBdefinitionBuniversallyBacceptedBisBasBdescribedB
byBBoveeBinB1992.BItBsaid:
“AdvertisingBisBtheBnonB-
BpersonalBcommunicationBofBinformationBusuallyBpersuasiveBinBnatureBaboutBproducts,Bservi
cesBorBideasBbyBidentifiedBsponsorsBthroughBtheBvariousBmedia”BLetBusBnowBtryBtoBDISECTB&
BEXPLAINB keyBtermsBPERSONALBandBNONB–
BPERSONALBusedBinBtheBdefinitionBofBadvertising.
➢ ThereBareB twoBbasicBwaysBtoBsell
PersonallyB&BNon-Personally
PersonalBsellingB–BWhereBsellerB&BbuyerBhasBtoBbeBtogether.
NonB–BPersonalB-BSellerBisBapproachedBthroughBaBmediumBi.e.Badvertising.
AdvantagesBofBNon-PersonalBSelling:
• SellerBhasBtimeBtoBdiscussBeverythingBaboutBtheBproduct.
• BuyerB hasB timeB toB askB questions,B getB answersB &B examineB evidenceB againstB orB forB th
eBproduct.
• SellerBcanBseeBtheBpersonBwhomBproductBisBbeingBsold.
• SellerBcanBseeBtheBpersonBtoBwhomBhe/sheBisBsellingBtheBproduct.
• SellerBcanBeasilyBlocateBpotentialBbuyers.
Disadvantages:
• ItBisBexpensiveBbeingBlaborBintensive.
• TimeBconsuming.
• SoB seemsB personalB sellingB isB betterB thanB advertisingB whichB isB non-
personalB yetBadvertisingBstillBremainsBmostBeffective.
ThereforeB despiteB theB factB thatB advertisingB evenB thoughB isB non-
personalB selling,B itB isB certainlyBeffective.
©BCopyrightBVirtualBUniversityBofBPakistan 2
,AdvertisingBandBPromotionB(MKT621) VU
LessonB2
INTRODUCTIONBTOBADVERTISING
LECTUREBOVERVIEW
InBthisBlectureBweBwillBstudyBtheBreasonsBandBadvantagesBofBadvertisingBandBitsBobjectives.BWeB
willBalsoBdiscussBvariousBsegmentsBofBadvertisingBandBdifferentBaspectsBofBdefinitionBbesidesBbri
eflyBrelatingBtoBitsBhistory.
WHYBTOBADVERTISE?BADVANTAGE
S
• AdvertisingBisBeveryBwhere.
• AdvertiserBmayBnotBseeBindividualBconsumerByetBhasBresearchB(knowledge)BaboutBth
eBconsumer.
• AdvertisingBcanBbeBfarBcheaperBperBpotentialBcustomerBthanBpersonalBselling.
SoB–BAdvertisingBisBbetterBasBaBsalesBtoolBandBthoughBitBisBnon-personalByetBisBmoreBeffective.
NowBthereforeBweBmustBfurtherBanalyzeBinBdepthBaboutBtheBdefinitionBofBadvertisingBbesidesBund
erstandingBpersonalBsellingBandBNonBpersonalBasBexplainedBbeforeBinBtheBlastBlecture.BContinuin
gBwithBtheBstandardBdefinitionB letBusBtakeBupBoneBbyBoneBimportantBcomponentsBasBunderlinedBb
elow:
So,BjustBtoBreviewBtheBdefinition
“AdvertisingBisBtheBnonB-
BpersonalBcommunicationBofBinformationBusuallyBpersuasiveBinBnatureBabout Bproducts,BservicesB
orBideasBbyBidentifiedBsponsorsBthroughBtheBvariousBmedia.”
(BoveeB1992)
Communication
MeansB throughB whichB oneB personB canB passB information,B ideasB orB feelingsB toB anotherB throughBspe
echBorBpictures.
Though,B communicationB usesB allB sensesB likeB smell,B touch,B taste,B soundB &B sight,B onlyB twoB areBus
efulBinBadvertisingBi.e.BSoundB&BSight
Sound:BRadio,BTelevisionB—Bmicro-soundBchipsBinBmagazines.
Sight:BTheBmostBusefulBmediumBofBcommunicationBlikeBprint,Bi.e.B“ABpictureBisBworthBaBthousandBwo
rds”
Information
InformationBisBknowledge,BfactBorBnews.BItBcomesBinBdifferentBforms:BC
ompleteBorBIncomplete!BBiasedBorBdeceptive!
WhatBitBis?BWhatBitBlooksBlike?BHowBitBworks?BW
hatBareBitsBbenefitsB&drawbacksBetc?
PaidBFor
IfBanBadvertisementBisBcreated,BplacedBinBtheBmediaBsoBtheBcostBtoBcreateBandBtimeBorBspaceBinBtheBme
diaBmustBbeBpaidBfor.
ThisBisBtheBpoint,BwhereBadvertisingBdepartsBfromBPublicBRelations.
Persuasive
PurposeB ofB advertisementB isB toB IdentifyB &B differentiateB oneB productB fromB anotherB andB toB pers
uadeBtheBcustomerBforBpreferringBoneBtoBanother.
©BCopyrightBVirtualBUniversityBofBPakistan 3
, AdvertisingBandBPromotionB(MKT621) VU
Products,BServicesBorBIdeas
ThingsBadvertiserBwantsBconsumersBtoBbuy.BThereBareBthreeBbasicBdifferentiationsBinBproducts
1. PerceptibleB–BObviouslyBdifferentBfromBother-likeBcolor,Bsize,BshapeBetc.
2. ImperceptibleB–BThoseBwhichBexistBbutBareBnotBobvious.
3. Induced.B–BNoBobviousBdifferenceBbutBinformBpeopleBaboutBtheBdifference
IdentifiedBSponsors
TellingBaudienceBaboutBtheBsponsors
VariousBMedia
LikeB Newspapers,B Magazines,B Radio,B TV,B Billboards,B hoardings,B balloons…
SoB “anything
whichBisBusedBtoBcommunicateBideasBfromBoneBpersonBtoBanotherBinBnonBpersonal-way.”
B
HISTORYBOFBADVERTISING
1704 1stBnewspaperBad,BseekingBbuyerBforBanBOysterBBayBwasBpublished.
1843 1stBAd.BAgencyBsetBupBinBPhiladelphia
1882 AdvertisingBofBaBsoapBbrandBwasBdoneBwithBaBhugeBbudgetBofB11000BUS$
.
1893 ABfamousBbeverageBbrandBwasBregisteredBasBaBtradeBmark.
1899 J.BWalters:B 1stBagencyBopensBanBofficeBinBU.K.
1923 1stBentertainmentBprogramBwasBsponsoredBbyBanBadvertiser.
1947 JB.WalterBThompsonB1stBagencyBtoBcrossB100MilB$BinBbilling.
1976 IndianBcommercialBTVBlaunched.
1978 1stBTVBcommercialBisBlaunched.
1990 ABnewBMediumBInternetBisBborn.
1993 5BmillionBinternetBusersBgetBonBline.
1999 InternetBadvertisingBbreaksB2BBillionBUS$Bmark.
2003 TVBshowBwithBbuiltBinBadvertisingBisBplanned.
©BCopyrightBVirtualBUniversityBofBPakistan 4
LessonB1
INTRODUCTIONBTOBADVERTISING
ThisBcourseBisBdesignedBtoBteachBandBguideBtheBstudentsBtoBknowBandBlearnBaboutBAdvertisingB a
ndBPromotion.BInBthisBcourseBweBwillBtryBtoBacquaintByouBwithBvariousBaspectsBandBapplicationsB
andBrequirements.BBesidesBteachingByouBaboutBtheBintroductionBandBhistoryBofBadvertisingBthisB
willBalsoBguideBstudentsBaboutBitsBgrowingBimportance,BdefinitionBandBvariousBaspects.BTheB maj
orBcomponentsBtoBlearnBwillBbeBitsBskillsBinBmodernBworld,BtheBoverallBimportanceBandBsignifica
nceBofBitsBpracticeBinBdifferentBscenarios.
AfterBgoingBthroughBtheBcontentsBofBfirstBlecture,BstudentsBwillBbeBableBtoBknowBaboutBAdvertisi
ngBandBpromotionBwithBitsBgrowingBimportanceBandBitsBdefinitionBwithBdifferentBsegments:
A. IntroductionBtoBAdvertisingBandBPromotion.
B. ItsBgrowingBimportance.
C. DefinitionBofBAdvertising.
D. ExplanationBofBPersonalBandBnon-personalBselling.
LECTUREBOVERVIEW
ThisBlectureBintroducesBtheBstudentsBwithBtheBbackground,Bdefinition,BandBgrowingBimportanceBi
nBtheBmodernBworld.BDuringBthisBweBwillBbeBdiscussingBtheBaboveBmentionedBaspectsBofBAdverti
sing.BWeBwillBalsoBbrieflyBtryBandBexplainBtheBdifferenceBbetweenBpersonalBandBnon-
BpersonalBsellingBandBrelatedBadvantages BandBdisadvantages.
INTRODUCTION
InBfactBtodayBadvertisingBisBeveryBwhere,BonBradio,BTV,Bnewspapers,Bbillboards,BmagazinesBandB
evenBonBtheBsideBofBtheBtownBbuses.BTheBglobalBmarketBhasBexpandedBtremendously,BandBmanifo
lds.BAdvertisingBservesBthreeBmainBpurposes:
1. ToBgetBorBwinBnewBcustomers.
2. ToBincreaseBuseBofBproductsBorBservicesBamongBexistingBcustomers.
3. ToBhelpBpotentialBcustomersBmakeBaBchoiceBamongBcompetingBbrands.
AdvertisingBhasBgreatBinfluenceBonBusBwhetherBweBareBawareBofBitBorBnot.BLetBusBnowBfirstBofBallB
tryBtoBknowBaboutBitsBgrowingBimportance:
GROWINGBIMPORTANCEBOFBADVERTISING
• WeBseeB100’sBofBads.BEveryBday.
• ConsciouslyBorBsubconsciouslyBadvertisementsBhaveBtremendousBeffect.
• AdvertisingBcanBnotBonlyBchangeBbuyingBdecisionBbutBalsoBchangesBmindsetB&BattitudeBo
fBpeople.
• AdvertisingBreflectsBtheBcultureBofBaBnation.
• AdvertisingB&BcultureBbothBaffectBeachBother.
• AdvertisingBindustryBalsoBsupportsBmediaBindustry.
• InBfactBmediaBsurvivesBonBadvertisingBbecauseBtheyBgoBhandBinBhand.
• AdvertisingBcanBbeBusedBasBanBeffectiveBtoolBforBaBsocialBcause.
• AdvertisementBalsoBhelpBinBspreadingBinformationBaboutBnewBtechnologyB&Binnovations
• AdvertisingB inB today’sB worldB isB notB forB spreadingB brandB awarenessB butB alsoB showsB u
sBwhereBweBstandBinBtheBworldBtoday.
©BCopyrightBVirtualBUniversityBofBPakistan 1
,AdvertisingBandBPromotionB(MKT621) VU
DEFINITIONBOFBADVERTISING
NowBaBdays,BAdvertisingBhasBassumedBimportantBroleBinBthisBveryBfastBdevelopingBandBcompetit
iveBworld.BInBorderBtoBunderstandBitBfirstBweBhaveBtoBknowBwhatBitBmeansBorBinBotherBwordsBtoBk
nowBitsBdefinition.BButBbeforeBweBdefineBweBmustBknowBi.e.BsixBsegmentsBofBtheBdefinitionBofBad
vertising:
SixBSegments
1. ItBisBpaidBformBofBcommunication.
2. TheBSponsorBisBidentified.
3. MostB advertisingB triesB toB persuadeB orB influenceB consumerB toB do.B SomethingB thoughB i
nBsomeBcasesBitBisBmerelyBtoBmakeBconsumersBawareBofBproductBorBcompany.
4. MessageBisBconveyedBthroughBdifferentBtypesBofBmedia.
5. AdvertisingBmakesBmessageBreachBlargeBaudienceBofBpotentialBconsumers.
6. AdvertisingBisBaBformBofBmassBcommunicationBthereforeBitBisBnon-Bpersonal.
BasedBonBtheBaboveBtheBmostBacceptedBstandardBdefinitionBuniversallyBacceptedBisBasBdescribedB
byBBoveeBinB1992.BItBsaid:
“AdvertisingBisBtheBnonB-
BpersonalBcommunicationBofBinformationBusuallyBpersuasiveBinBnatureBaboutBproducts,Bservi
cesBorBideasBbyBidentifiedBsponsorsBthroughBtheBvariousBmedia”BLetBusBnowBtryBtoBDISECTB&
BEXPLAINB keyBtermsBPERSONALBandBNONB–
BPERSONALBusedBinBtheBdefinitionBofBadvertising.
➢ ThereBareB twoBbasicBwaysBtoBsell
PersonallyB&BNon-Personally
PersonalBsellingB–BWhereBsellerB&BbuyerBhasBtoBbeBtogether.
NonB–BPersonalB-BSellerBisBapproachedBthroughBaBmediumBi.e.Badvertising.
AdvantagesBofBNon-PersonalBSelling:
• SellerBhasBtimeBtoBdiscussBeverythingBaboutBtheBproduct.
• BuyerB hasB timeB toB askB questions,B getB answersB &B examineB evidenceB againstB orB forB th
eBproduct.
• SellerBcanBseeBtheBpersonBwhomBproductBisBbeingBsold.
• SellerBcanBseeBtheBpersonBtoBwhomBhe/sheBisBsellingBtheBproduct.
• SellerBcanBeasilyBlocateBpotentialBbuyers.
Disadvantages:
• ItBisBexpensiveBbeingBlaborBintensive.
• TimeBconsuming.
• SoB seemsB personalB sellingB isB betterB thanB advertisingB whichB isB non-
personalB yetBadvertisingBstillBremainsBmostBeffective.
ThereforeB despiteB theB factB thatB advertisingB evenB thoughB isB non-
personalB selling,B itB isB certainlyBeffective.
©BCopyrightBVirtualBUniversityBofBPakistan 2
,AdvertisingBandBPromotionB(MKT621) VU
LessonB2
INTRODUCTIONBTOBADVERTISING
LECTUREBOVERVIEW
InBthisBlectureBweBwillBstudyBtheBreasonsBandBadvantagesBofBadvertisingBandBitsBobjectives.BWeB
willBalsoBdiscussBvariousBsegmentsBofBadvertisingBandBdifferentBaspectsBofBdefinitionBbesidesBbri
eflyBrelatingBtoBitsBhistory.
WHYBTOBADVERTISE?BADVANTAGE
S
• AdvertisingBisBeveryBwhere.
• AdvertiserBmayBnotBseeBindividualBconsumerByetBhasBresearchB(knowledge)BaboutBth
eBconsumer.
• AdvertisingBcanBbeBfarBcheaperBperBpotentialBcustomerBthanBpersonalBselling.
SoB–BAdvertisingBisBbetterBasBaBsalesBtoolBandBthoughBitBisBnon-personalByetBisBmoreBeffective.
NowBthereforeBweBmustBfurtherBanalyzeBinBdepthBaboutBtheBdefinitionBofBadvertisingBbesidesBund
erstandingBpersonalBsellingBandBNonBpersonalBasBexplainedBbeforeBinBtheBlastBlecture.BContinuin
gBwithBtheBstandardBdefinitionB letBusBtakeBupBoneBbyBoneBimportantBcomponentsBasBunderlinedBb
elow:
So,BjustBtoBreviewBtheBdefinition
“AdvertisingBisBtheBnonB-
BpersonalBcommunicationBofBinformationBusuallyBpersuasiveBinBnatureBabout Bproducts,BservicesB
orBideasBbyBidentifiedBsponsorsBthroughBtheBvariousBmedia.”
(BoveeB1992)
Communication
MeansB throughB whichB oneB personB canB passB information,B ideasB orB feelingsB toB anotherB throughBspe
echBorBpictures.
Though,B communicationB usesB allB sensesB likeB smell,B touch,B taste,B soundB &B sight,B onlyB twoB areBus
efulBinBadvertisingBi.e.BSoundB&BSight
Sound:BRadio,BTelevisionB—Bmicro-soundBchipsBinBmagazines.
Sight:BTheBmostBusefulBmediumBofBcommunicationBlikeBprint,Bi.e.B“ABpictureBisBworthBaBthousandBwo
rds”
Information
InformationBisBknowledge,BfactBorBnews.BItBcomesBinBdifferentBforms:BC
ompleteBorBIncomplete!BBiasedBorBdeceptive!
WhatBitBis?BWhatBitBlooksBlike?BHowBitBworks?BW
hatBareBitsBbenefitsB&drawbacksBetc?
PaidBFor
IfBanBadvertisementBisBcreated,BplacedBinBtheBmediaBsoBtheBcostBtoBcreateBandBtimeBorBspaceBinBtheBme
diaBmustBbeBpaidBfor.
ThisBisBtheBpoint,BwhereBadvertisingBdepartsBfromBPublicBRelations.
Persuasive
PurposeB ofB advertisementB isB toB IdentifyB &B differentiateB oneB productB fromB anotherB andB toB pers
uadeBtheBcustomerBforBpreferringBoneBtoBanother.
©BCopyrightBVirtualBUniversityBofBPakistan 3
, AdvertisingBandBPromotionB(MKT621) VU
Products,BServicesBorBIdeas
ThingsBadvertiserBwantsBconsumersBtoBbuy.BThereBareBthreeBbasicBdifferentiationsBinBproducts
1. PerceptibleB–BObviouslyBdifferentBfromBother-likeBcolor,Bsize,BshapeBetc.
2. ImperceptibleB–BThoseBwhichBexistBbutBareBnotBobvious.
3. Induced.B–BNoBobviousBdifferenceBbutBinformBpeopleBaboutBtheBdifference
IdentifiedBSponsors
TellingBaudienceBaboutBtheBsponsors
VariousBMedia
LikeB Newspapers,B Magazines,B Radio,B TV,B Billboards,B hoardings,B balloons…
SoB “anything
whichBisBusedBtoBcommunicateBideasBfromBoneBpersonBtoBanotherBinBnonBpersonal-way.”
B
HISTORYBOFBADVERTISING
1704 1stBnewspaperBad,BseekingBbuyerBforBanBOysterBBayBwasBpublished.
1843 1stBAd.BAgencyBsetBupBinBPhiladelphia
1882 AdvertisingBofBaBsoapBbrandBwasBdoneBwithBaBhugeBbudgetBofB11000BUS$
.
1893 ABfamousBbeverageBbrandBwasBregisteredBasBaBtradeBmark.
1899 J.BWalters:B 1stBagencyBopensBanBofficeBinBU.K.
1923 1stBentertainmentBprogramBwasBsponsoredBbyBanBadvertiser.
1947 JB.WalterBThompsonB1stBagencyBtoBcrossB100MilB$BinBbilling.
1976 IndianBcommercialBTVBlaunched.
1978 1stBTVBcommercialBisBlaunched.
1990 ABnewBMediumBInternetBisBborn.
1993 5BmillionBinternetBusersBgetBonBline.
1999 InternetBadvertisingBbreaksB2BBillionBUS$Bmark.
2003 TVBshowBwithBbuiltBinBadvertisingBisBplanned.
©BCopyrightBVirtualBUniversityBofBPakistan 4
