Advt-.

Advertising is only one part of the marketing process, and its job is to deliver messages that have a psychological effect on the
consumer.
Marktng- While marketing, which also includes functions such as public relations, promotion, sales, packaging, and pricing, has the more
inclusive job of moving products and services from the seller to the buyer.

Publicity- the activity of making certain that someone or something attracts a lot of interest or attention from many people, or the attention
received as a result of this activity. Eg- the activity of making certain that someone or something attracts a lot of interest or attention from many
people, or the attention received as a result of this activity

direct selling
Face to face presentation, demonstration, and sale of products or services, usually at the home or office of a prospect by the independent direct
sales representatives. Employed by firms such as Avon, Mary Kay, and Tupperware, direct selling differs from network marketing in that it
offers little or no incentives for recruiting ever increasing number of sales representatives.

Selling
Last step in the chain of commerce where a buyer exchanges cash for a seller's good or service. In business, "nothing happens until someone
sells something." See also marketing.

Product= prod·uct (prdkt)

n.
1. Something produced by human or mechanical effort or by a natural process.
2. A direct result; a consequence: "Is history the product of impersonal social and economic forces?" (Anthony Lewis).
3. Chemistry A substance resulting from a chemical reaction .
Brand- brand
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Definition

Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from
its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind (see
positioning). Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name
for a brand is trademark and, when it identifies or represents a firm, it is called a brand name

• Marketing
1. Focus on customer
2. Is about profit this year
3. Delighting the customer
4. Both new and repeat
customers important
with focus on repeat customers
5. Long term vision
Sales
Focus on seller (product)
is about revenue this week
converting product into cash
New customers is a priority,
not bothered much about
repeat customers.
Short Term Outlook week/ month)

Consumer- consumer
End user, and not necessarily a purchaser, in the distribution chain of a good or
service.

Customer- A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of
the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting
goods or services. However, in certain contexts, the term customer also includes by extension anyone who uses or experiences the
services of another. A customer may also be a viewer of the product or service that is being sold despite deciding to not buy them.

Examples of marketing objectives, in this context, are …

• To change the structure of the clientele and the nature of the firm

• To get new clients, or to strengthen relationships with existing clients

• To sell new services to existing clients, as well as to new clients

• To introduce a new service or enter a new market for a specific service

• To broaden a geographic base

• To change a perception of a firm by its market.

 Advertising objectivesIn general, advertising is used to convey availability of a
"product" (which can be a physical product, a service, or an idea) and to provide information
regarding the product. This can stimulate demand for the product, one of the main objectives
of advertising. More specifically, there are three generic objectives of advertisements :
communicate information about a particular product, service, or brand (including announcing
the existence of the product, where to purchase it, and how to use it), persuade people to buy
the product, and keep the organization in the public eye (called institutional advertising)

A campaign may be designed to do the following:

* raise awareness of your company, product, or service within a clearly identified target market
* communicate the benefits of your product or service
* generate leads for the sales force
* solicit customers through a direct response campaign
* persuade prospective customers to switch brands
* support a marketing event, such as a sale or an exhibition
* inform customers where to obtain the product

DAGMAR
DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from
unawareness to Awareness—the consumer must first be aware of a brand or company Comprehension—he or she must have a
comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys
the brand; Action—finally, he or she actually buy that product.
unawareness to Awareness

Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected. Once the awareness has
been created in the target audience, it should not be neglected. If there is neglect, the audience may become distracted by competing messages
and the level of awareness of focus product ororganization will decline.

Awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing
an organization at any one point of time.

Awareness grid

Involvement
High Low
Awareness HIGH

Sustain currentRefine awareness

levels of awareness
 Build awarenessCreate association of
LOW
quickly. awareness of
product with product
class need

Comprehension

product or the organization is necessary. This can be achieved by providing specific information about key brand attributes.

In attempting to persuade people to try a different brand of water, it may be necessary to compare the product with other mineral water
products and provide an additional usage benefit, such as environmental claims. The ad of Ganga mineral water, featuring Govinda, which
banked on the purity aspect. They related the purity of the water with that of river Ganga.

Conviction

The next step is to establish a sense of conviction. By creating interest and preference, buyers are moved to a position where they are convinced
that a particular product in the class should be tried at the next opportunity. To do this, audience’s beliefs aboutthe product have to be moulded
and this is often done through messages that demonstrate the product’s superiority over a rival or by talking about the rewards as a result of
using the product.

Many ads like Thumbs Up featured the reward of social acceptan

Action

Communication must finally encourage buyers to engage in purchase activity. Advertising can be directive and guide the buyers into certain
behavioural outcomes,

Use of toll free numbers, direct mail activities and reply cards and coupons.

Tupperware, Aqua Guard, are famous in Indian cities as a result of its personal selling efforts.

For high involvement decisions, the most effective tool in the communication mix at this stage in the hierarchy is personal selling. Through the
use of interpersonal skills, buyers are more likely to want to buy a product than if personal prompting is absent.

COMMUNICATION OBJECTIVES
Often when we think of advertising, we just think of great ads that make us laugh or engage us in some manner. We tend to judge ads by these
simple criteria. However, a far more powerful way to look at advertising is by understanding that advertising is a communication task, with
specific communication objectives, and therefore we need to understand how communication works.

The starting point is an audit of all the potential interactions target customers may have with the product and the company. For example,
someone interested in purchasing a new computer would talk to others, see television ads, read articles, look for information on the intranet, and
observe computers in a store. The marketer needs to assess which experiences and impressions will have the most influence at each stage of the
buying process. This understanding will help marketers allocate their communication budget more efficiently. To communicate effectively,
marketers need to understand the fundamental elements underlying effective communication.

On the basis of the communication importance, there were eminent personalities who made the communication models, which help a marketer
to understand, how he should go about communicating his product to the target audience.
All these communication models are centered on the three stages of the buying behaviour of consumers.

The three stages are:

Cognitive Stage
The cognitive component deals with cognition, or knowledge; it is the power of knowing, perceiving or conceiving ideas about the product. It is
dealing with the basic information that a consumer needs to know. A customer needs to be exposed to the product and understand its usage
before he actually purchases it.

Affective Stage The Three Stages

The effective component deals with the affections/emotions. For
Cognitive
example, feelings of likes or dislike towards objects are dealt on
the effective plane. It is at this stage that the consumer will either
have preference or liking towards the product or he will develop a Affective
dislike. This stage shows his attitude towards the product, whether
he is for or against the product.
Behaviour

Behaviour Stage
This is the stage when the consumer, after having the knowledge
and developing the liking or disliking towards the product, will
ultimately lead into a purchase of the product or rejection of the
product. He would first try the product and develop loyalty
towards it or he is completely convinced that the product is good
and would purchase the product.

Hence there are many models, which are based on these three stages, which is explained in the