 Welcome learners we are continuing our discussion on unit 9 that is all about promotion this is the part 2 of the video of your promotion some unit 9 of your marketing management course. So in this small video we shall take up these three learning objectives we should be able to define advertising what advertising is all about what does advertising mean definition of advertising then we should be able to understand state the characteristics types and objectives of advertising what are the different characteristics of advertising what are the different types of advertising and what does advertising do what are the objectives of advertising and then we shall also be able to classify the advertising media these three learning objectives we have taken up to be discussed in the small video and we should be able to understand all this so what is advertising defining advertising advertising is a paid form of non-personal communication about an organization its products and activities that is transmitted through a mass medium to a target audience so what advertising is it's a paid form of non-personal communication so there is no personal communication it's non personal if there is personal communication that we call say we shall say as personal selling direct selling face to face advertising is not face to face it is non-personal it is a paid form means you are going for TV advertisement you will have to pay a second wise if you are going for newspaper advertisement you will have to pay column wise that is directly paid for so advertising non-personal directly paid for these are two things you will have to remember so it could be about an organization it could be about the products of services of the organization and that is normally transmitted through a mass media what is a mass media say radio TV newspaper magazine these are the mass media if it is direct mail in that case that is not mass media that is direct so advertising is a paid form of non-personal communication about an organization its products and services activities that is transmitted to a mass media to a target audience according to Philip Kotler is a noted renowned marketing expert advertising is non-personal form of communication contacted through paid media TV newspaper etc under clear sponsorship clear sponsorship means after going to the advertisement we know who is making this advertisement even if it is an advertisement of government of Assam we know that government of Assam has given this advertisement if it is pulse polio immunization if it is COVID vaccination government of Assam we can identify that is the Ministry of Health and Family Welfare or the State Digestive Management Authority or a national health mission like that we can identify the sponsor so what are the characteristics of advertisement that's now we have explained that it is non-personal communication nor personal communication if it is personal communication in that case personal selling face to face advertisement non-personal communication paid form of communication by an identified sponsor paid form in wise column wise second wise the advertiser will have to pay and we can know who is the advertiser is it promotes ideas goods services to stimulate sales to right intensify demand in case of print we say it's a salesmanship in print so advertisement provokes advertisement induces advertisement informs pulse rates the consumers to buy the product so what are the types of advertisement so we can write it could be right different types it could be product advertising it could be institutional advertising it could be consumer and industrial advertising it could be national advertising it could be local advertising it could be commercial advertising it could be non-commercial advertising it could be rational advertising it could be emotional advertising let us try to understand each of these with the help of an example say product advertising say marketers of clinic plus clinic plus is advertised that is product advertising institutional advertising suppose an institution is advertising say Royal Global University is making an advertisement that is the institutional advertising consumer advertising industrial advertising say then write is an industrial adhesive that is an industrial then write small pair it is available at the stationary shops that is a consumer goods advertising national advertising say national literacy mission national age control organization these are the national level local advertising say the government of Assam releases an advertisement right for prevention of age on the world age they on 1st December that is a local advertising or say it could be commercial advertising it could be non-commercial advertising clinic plus is a national literacy mission is a non-commercial advertising as a pulse-pollumination do boon, it's a non-commercial thing rational and emotional advertising so it is a blending right we are having two sides of the brain one is for the emotional processing the other one is for the rational processing so take the example of say prestige cooker right so baby shake or a pair prestige shake or shake or a incurred means what so baby shake or a pair that is a emotional part prestige shake or a incurred that's a rational part because the prestige cooker has to be highly safe so we are basically basically focusing on the rational aspect the rational buying behavior of safety pressure cooker has to be safe the gasket the whistle right the use it has to be safe so the love for the wife is the emotional plan so rational plan emotional plan that is also there so what are the objectives of advertising we have been talking about promoting new product a new product is being launched that has to be promoted creating awareness building brand image say Colgate Churak Sasakra that's a brand image creating a favorable disposition don't right go for other things it is the right product so means what the customers will have a favorable perception disposition about the product facing competition we can stay ahead of our competition assisting salesman's approach the salesman will be working in the field if the product is well advertised their job becomes easier if the products are well advertised and well received and advertising media basically three main types of media one is print media the other one is broadcast media the third one is interactive multimedia print media as we all know newspaper magazine right we get up in the morning we see the newspaper we find some advertisement it's not a tender advertisements right recruitment some advertisement we see these are all print media magazine so compared to newspaper magazine have got certain advantages newspaper you see we read in the morning hurry up reading and many times we postpone reading in the evening if I get time I'll see details but evening suppose if I don't get time the next day morning the next day newspaper arrives but in case of magazine we normally go for a leisurely reading those of you who are traveling right by flight in the flight the in-flight magazine is there so the in-flight magazine you go to a very leisurely reading is not it you have to spend two to three hours of time on the flight so you see the magazine so you see the details so it's a leisurely reading packaging also packaging also called as a silent salesperson many times we get lots of information in packaging then the broadcast media it will radio television we get lots of advertisement and television as we all know which are because whether audio history I feel films we are going to see a multiplex before the main film there'll be a number of advertisements we see that whether we are we see that we enjoy that but basically that's an compulsion because there is no other things to do and then interactive media turns it media we have advertising websites also we find lots of advertisement and then interactive media or transit media say double or 7 plus now nationally it is advertised at the same time the double vehicles also the national 7 plus will be widely flashed and that will move along the geographical territory so many people are likely to see that so the and the salesperson will be there on the vehicle so they can directly interact with the salesperson also and that was one of the promotional strategy the word adopted to reach to the real markets they send those vehicles to the rural markets the periodic markets the hot buzzer and they sold the products so these are the basic things that we have discussed in this particular unit what as but I think is all about and what are the objectives of advertising and what are the types of advertising thank you very much and we shall discuss the other two things than remaining videos