Question

what do you mean by concept advertising?​

Answer 1

Answer:

The advertising concept is basically the framework in which the campaign has to be situated. Important points to consider are consumer benefits (for example: This shop sell Cds), the reason why (for example: This shop is the cheapest) and the tonality (for example: the use of teasing words in campaign slogans).

Answer 2

Advertisement has become an integral part in today’s marketing scenario. In earlier times, advertisement was not given as much emphasis as it is being given today. The Institute of Practitioners in Advertising defines the term as: “advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost”. Here we have a combination of creativity, marketing research & economic media buying. Advertising may cost a lot of money but that cost is justified if it works effectively and economically.

Concept

The word advertising is a Latin word which means “to turn attention of people to a specific thing.” It is a paid publicity. According to Oxford Dictionary the word ‘to advertise’ means ‘to make generally or publicly known’, describe publicly with a view to increasing sales.

Advertising is thus, a mass communication tool, which is essentially in paid form by a firm or an individual and the ultimate purpose of which is to give information, develop attitudes & induce action, which are useful to the advertiser.

Advertising presents and upholds the ideas, commodities and services of a recognized advertiser, which provides as a communication link between the producer and the potential buyers. It gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer. Advertising may be taken as the most efficient means of reaching people with product information. Advertising presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer. While creating awareness and popularity, it seeks to persuade. It is a more effective and extensive and less expensive way of creating contacts.

Objectives of advertising

The purpose of advertising is to sell something - a product, a service or an idea. The real objective of advertising is effective communication between goods and clients and increasing awareness. Mathews, Buzzell, Levitt and Frank have listed some specific objectives of advertising.

• To make an immediate sale.
• To build primary demand.
• To introduce a price deal.
• To build brand recognition or brand insistence.
• To help salesman by building an awareness of a product among retailers.
• To create a reputation for service, reliability or research strength.
• To increase market share.

Subsection.png Function

A normal characteristic of advertising is to create primary demand for a product category rather than for a specific brand. It is believed that the product advertising must give stress on brand name.

Now, we are going to out line the functions of advertising.

To distinguish products from their competitors: There are so many products in the market. Sometime the same types of products are competing in one market.

To communicate product information: Through advertisement one company can send its product information to the target audiences.

To urge product use: Advertisement can create the urge within ourselves for a product.

To expand product distribution: When the market demand of a particular product increases, the retailer and distributor are engaged in the sale of that product.

To increase brand preference: There are various products with various bands. So we are getting the preference to choose the band of a particular product with the help of advertisement.

To reduce overall sale cost: Advertising increases the primary demand in the market. When demand is there and the product is available, automatically the overall price will decrease.

I hope it helps you....

peace ✌