Purpose of Advertising

Purpose of ad1. IntroductionAdvertising no suspect is a broad topic (lyer, Soberman, and Villas-Boas, 2005) it is one of the most important decisions that marketers make. Burd (1959) Advertising is one of the most proficient and the most economical aid in the scattering and marketing of merchandise or service. Advertising is either in written or oral form, which int conclusions to sell something and want to earn revenue. Jayasinghi Ritson (2008) Advertising includes all study communication mediums which include television, newspapers, radio, magazines, the Internet, movies, and billboards through which that message is transmitted. Television is the most common medium as it covers large but at the same time it is in truth costly. Advertising is generally drifted at consumer reminiscence who is being engaged with certain type of ads where the purpose of marketers is to create aw areness and Brand/ Product recall and intuition later in consumer minds. Sometimes when you look at a dvertisement you will easily recall it may be it is in your subconscious mind or because of the celebrity or the background music that appeals you and sometimes you wont be able to recall what you have seen just few minutes past (Obermiller, Spangenberg, 2005 MacLauchlan, 2005.). An advertize objective may be to change the mind-set of the customers. Advertising has a great role when a business that has a bad report and has lost his/her customers can use advertising to get them back (Burd,1959). Pechpeyrou Odou (2012) hence, Advertising plays a central role in not only providing information around the product or service but also creating awareness and recognition of the product/service in consumer mind.Types Purpose of AdvertisingMcDaniel, 1986. Advertising has many forms few of them are given below. However for the purpose of thesis the focus will be on consumer advertising.Consumer AdvertisingIt is a type of advertising that targeted at end consumers. All the offering and ser vices are for the end consumers. Consumer advertising includes common commodities and what we usually find around us is all what comes under consumer advertising. The major claim of consumer advertising is to create awareness of brands and products that are of consumer use. In such sort of advertising emotional and rational appeal plays a vital role.Trade AdvertisingTrade advertising is also known as business/ professional advertising. This type of advertisement is not for consumers but for all those who influence the consumer like distributors, resellers or businesses. Medium for such sort of advertising is professional magazines and direct mail which do not involve end consumers.Product AdvertisingThis sort of advertising communicates the promotion of the product. They push the consumers to purchase the product. Its major aim is to create brand awareness. Once awareness is created flock tend to buy their product.Non-Product AdvertisingNon-product related advertisings includes s urrogate advertising in it. Non product advertising depicts an idea or a cause.Short term and long Term AdvertisingThere are both types of advertising one is short term and other is long term. The short term advertising has a direct impact on the product sales. Its aim is to increase sales, maximize revenues and create awareness. On the other hand the long term advertising focuses to maintain long term relations and customer loyalty.Consumer perplexityDefinition of skepticism revolves around the questioning of the attitude towards the knowledge and opinion. Skepticism towards advertising is the distrust of advertising claims or promises and signifies a general market home that varies across persons. Hardesty, Carlson, 2002 Bearden 2002.The effect that consumer skepticism has on advertising can be figure out through consumer response. Brands need to overcome massive stages of skepticism for consumers. In our society there prevails lot of mistrust and loyalty. Consumers can learn a lot from advertising and marketing. Skeptic consumers are quite unsatisfied hence enquiry recommends that delivering enough information to consumers will lead to building trust and satisfaction, once that trust is created it will results in increase sales and profitability. Obermiller, Spangenberg 2005 MacLachlan 2005. draw IndustryPakistan is the fifth largest draw producer. Pakistan dairy industry is one of the most vital sectors that is contributing almost 11 percent into the GDP. Dairy industry is swayed by number of factors that are size, growth and profitability. (Dawn newspaper 2014). According to live stock census 2007, almost 80 percent of the take out is taken from the rural areas. Only 3-5 percent of the milk is marketed and distributed formally. 97 percent of the milk produced in Pakistan is distributed in loose form (Jalil, Sial and Hussain, 2009) .The role of livestock in the rural economy is very(prenominal) critical as farmers and villagers consume loose milk. T hey dont prefer milk that is packaged. Whereas in urban areas people consume loose milk as well as packaged milk. Packaged milk has made the life of urban people easier as they are busy in their work so this packaged milk reduces the time of hassle to boil and utilize it. Buffaloes are considered to be the main animal in Pakistan that accounts for 75 percent of milk. milk sources are cows, buffaloes and goats and the types of milk functional is standardized, homogenized and skimmed. Milk is used for many purposes that is drinking, tea, desi ghee, yogurt, butter and in the making of many sweet dishes. As the fanfare is increasing rapidly hence the milk prices are also raising quickly. In a very short span milk prices has shown a rapid increase of 25 percent. As the people are becoming aware of processed and packaged milk they are buying them and are not consuming loose milk that is delivered by gawallas.Milk and its foodstuffs provide almost one third of worlds intake of animal pro tein. Milk and its foodstuffs represent almost 27 percent of total family expenditures on foodstuff in Pakistan. Milk Per capita availability is 82.4 kg per annum in Pakistan. During 1999-2000 roughly 80 thousand tons of dry milk that is PKR 1213.5 million was imported to Pakistan in order to meet local demands of milk. (FAO, 1998).Pakistan dairy industry is in trouble now a days because of lack of commercial dairy farms, lack of dairy knowledge and due to lack of financial resources. In rural areas very few shopkeepers have facility of refrigeration. The containers that are used for transportation are very unhygienic. Almost 90 percent and above population consumes loose milk and hence the demand of loose milk is higher than the packaged milk. Also because of inflation and poverty level people are quite conscious about prices. (Jalil, Sial and Hussain, 2009) Packaged milk is in demand widely. 1Mostly packaged milk is used in homes and powder dry milk is used in offices for the purp ose of making tea.Global Milk production be of 5 top countries is given in table 12CountriesMilk ProductionIndia92 Billion fifty / annualUSA78 Billion litre / annualRussia34 Billion litre / annualPakistan33 Billion litre / annualGermany29 Billion litre / annualTable 1 Global milk production ranking of top 5 countriesName of all the species that are the source of milk are listed below. Moreover Population, milk production and milk consumption of 2011-2013 based on National Livestock Census are given in Table 1.1SpeciesPopulation(Million)Milk Production (Million tons)HumanMilk ConsumptionCattle36.916.7413.39Buffallo32.729.5623.65Sheep28.40.030.03Goat63.10.770.77Camel1.00.820.82Total162.147.9538.69 clutchNestle is one of the largest food and nutrition political party in the world. Nestle is derived from the Swiss German word which means little nest. It is the fifth largest company in the world. shortly it is present in more than 88 countries and has more than 522 factories. More tha n 700 products are produced under the umbrella brand of Nestle. Nestle was established in 1867 by Henri Nestle. incompatible brands of Nestle are Baby foods, Bottled water, Cereals, Chocolates and confectionaries, Coffee, Ambient dairy, Chilled Dairy, Drinks, Health care nutrition, Culinary and food, Ice cream, Pet care, Sports nutrition and Wealth management. Nestle is a world historied company.The company is taking milk from number of farmers and then process it further. Nestle Everyday is made from pure fresh milk sugar and Lecithin.In 2011 the company has sourced more than 7.2 million tons of fresh milk from different milk districts in 31 countries widely. The company basically deals in food products as the logotype states that Good food, Good life .List of different milks that are under the umbrella brand of Nestle are given in Table 1.2MilkSkusNestle Milk Pak UHT1000, 500, 250 mlNestle Everyday1000,400,200mlNestle Nido1000,400,200mlNestle Nesvita1000, 200mlNestle Flavored Mi lk250mlTable 1.2 Nestle milk and SkusI have chosen the product Nestle Everyday tea whitener for the purpose of research thesis. It is the forerunner of tea creaming in Pakistan. Its different taste and loving aroma is the reason of its success. Everyday makes a perfect cup of tea for you. It is one of the best brands that provides taste and quality at affordable prices. It has number of Skus that customer choose according to their needs and wants. Every day is available in both liquid and dry forms. Liquid milk is consumed mostly at home whereas dry powdered milk is used widely in offices.References1 http//www.pakissan.com/english/allabout/livestock/dairy/dairy.industries.in.pakistan.shtml2http//www.slideshare.net/hassankh/powder-milk-industry-in-pakistan?related=13http//www.ukessays.com/essays/economics/milk-production-system-in-periurban-areas-of-lahore-economics-essay.php4http//www.bignerds.com/papers/72338/Dairy-Industry-In-Pakistan/