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Advertising and Sales Promotion.: UNIT-1

The document discusses marketing mix and advertising. It defines marketing mix as a set of controllable marketing tools comprising the 4Ps - product, price, place, and promotion. Promotion mix is an important element and includes advertising, personal selling, sales promotion, direct marketing, and publicity. Advertising is then defined as any paid, non-personal presentation and promotion of ideas, goods, or services by an identified sponsor according to several experts and authorities.

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Samar Ali Warsi
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139 views8 pages

Advertising and Sales Promotion.: UNIT-1

The document discusses marketing mix and advertising. It defines marketing mix as a set of controllable marketing tools comprising the 4Ps - product, price, place, and promotion. Promotion mix is an important element and includes advertising, personal selling, sales promotion, direct marketing, and publicity. Advertising is then defined as any paid, non-personal presentation and promotion of ideas, goods, or services by an identified sponsor according to several experts and authorities.

Uploaded by

Samar Ali Warsi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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ADVERTISING AND SALES PROMOTION.

UNIT-1.

BBA-VI SEM ( MARKETING ). 1


MARKETING MIX AND ADVERTISING :

 Marketing mix is a major concept in modern marketing.


 It is a set of controllable, tactical marketing tools that the
firm uses to achieve its objectives in the target market.
 Popularly the “4Ps” are used to represent the elements of
marketing mix :
 PRODUCT,PRICE ,PLACE & PROMOTION.

BBA-VI SEM ( MARKETING ). 2


 According to Philip Kotler “A product is anything that can
be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need”.

 In the marketing mix product or service is the most


important element.

 Promotion mix constitute the specific group of marketing


activities concerned with the communications aspect with
existing or potential consumers and relevant public.

BBA-VI SEM ( MARKETING ). 3


The most important elements of promotion mix are :
1.Advertising
2.Personal selling
3.Sales promotion
4.Direct marketing and
5.Publicity.

BBA-VI SEM ( MARKETING ). 4


ADVERTISING

 Advertising is a powerful communication force, highly


visible and one of the most important tools of marketing
communications that help to sell products, services, ideas,
images etc.
 Advertising is an indicator of the growth of civilization
and a pointer of attempts at its betterment and perfection.

BBA-VI SEM ( MARKETING ). 5


DEFINING ADVERTISING

 American Marketing Association defines” Advertising is


any paid form of non-personal presentation and promotion
of ideas, goods, and services by an identified sponsor”.

 John S Wright, Willis L Winter and Sherilyn K Zeigler


“Advertising is controlled, identifiable information and
persuasion by means of mass communications media”.

BBA-VI SEM ( MARKETING ). 6


 John J Burnett “Advertising is a non -personal
communication of marketing related information to a
target audience, usually paid for by the advertiser and
delivered through mass media in order to reach the specific
objectives of the sponsor”

BBA-VI SEM ( MARKETING ). 7


 J Thomas Russel and W Roland Lane “
Advertising is a message paid for by an identified
sponsor and delivered through some medium of
mass communication. Advertising is persuasive
communication. It is not neutral; it is not
unbiased; it says, I am going to sell you a product
or an idea”.

BBA-VI SEM ( MARKETING ). 8

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