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Advertising

A

I

D

A

AEARENESS

INTERNET

DESIERE

ACTION

The process of delivering a

message about ideas, goods

and services, through the

media, paid by an identifiable

sponsor.

Advertising –A definition

ad· ver· tiseverb

1 : inform, notify2 : to call public attention to esp. in order to sell

History of Indian Advertising

Pre Independence

• Press advertisements – largely imported goods which had reached Indian shores

• First advertise published in “Bengal Gazette” on January 29, 1790

1920 to1930’s

• In 1922 first Indian advertisement agency started Alliance Advertising Association Ltd at Bombay

• 1924 the Calcutta Publishing• 1925 the Central Publishing service• 1926 Mr. I.S. Talor set up the Publicity Society of

India to exploit advertising possibilities on trams, kiosks and other outdoor media

1930 to 1940

• 1930 New India Publicity Co.• 1934 Mr. V. Sista, Sales and Publicity

Service• 1937 Alpha Advertising Service• 1938 Lintas ans Press Syndicates

Indian and Eastern Newspaper Society (IENS)

1940 to1950

• Watershed years for Indian advertising• Industrial revolution in the Nehruvian era• 1st survey of the rural market (Wood)• 1945 Advertising Agencies Association of India

(AAAI)• Cinema advertising began• Kolkata gets the privilege of India’s first ad club• Leading ad agency - Press Syndicate• National created the Murphy baby

1950 to1960

• 1951 The Indian Society of Advertisers • 1958 The society of Advertising Practitioners• India’s first Advertising Convention (1960)• Advertising to to be Indian in thought and

content• Shift to marketing orientation• Professionalisation within agencies• 1st Asian Advertising Congress at New Delhi• Research data generated

1970’s

• Media boom

• Special magazines

• 2nd Asian Advertising Congress at New Delhi

• Lifestyle studies, positioning

• Rural marketing

1980’s

• Indianisation of western advertising

• Public sector advertising• Expansion and diversification of agencies• Aug 15th 1982 – Colour TV introduced• Radio commercials introduced• NRS III (National Readership Surveys) by

IMRB• Colour Printing more popular

2000 onwards

• NRS VI

• Mobile advertising start

• Internationalization of domestic agencies

• Net Advertising

• The role of the advertising agency – changing to that of a marketing consultant

A few advertising legends ...

John Caples

1932

“Accept nothing as true aboutwhat works best in advertisinguntil it has been scientificallytested.” -John Caples

“Talk to the people who are going To buy your product. This is the first step in any successful campaign”

-Claude Hopkins

Claude Hopkins

1930

Leo Burnett

“Find the drama.”

Bill Bernbach

“Tell the story”

“The secret of all effective originalityin advertising is not the creation of

new and tricky words but one of putting familiar words and pictures,

and pictures into new relationships.”

-Leo Burnett

MORDEN ADVERTISEMENT

WORLD

Key Points

• Define advertising and explain its keycomponents• Discuss the roles and functions of advertisingwithin society and business• Identify the key players and their roles increating advertising• Explain the different types of advertising• Summarize the characteristics of effectiveadvertising and explain why it is always goaldirected• Analyze the changes affecting the advertisingindustry

Defining Modern Advertising

• Paid persuasivecommunication

• Uses nonpersonalmass media to reach broad audiences

• Connects an identified sponsor with a targetaudience

Six Basic Components

1. Paid

2. Non-personal communication

3. Sponsor is identified

4. Using mass media

5. Tries to persuade or influence

6. Reaches large audience

Key Concepts of Advertising

Strategy

• The logic and planning behind the ad that give itdirection and focus

• Advertisers develop ads to meet objectives

• Advertisers direct ads to identified audiences

• Advertisers create messages that speak tothe audience’s concerns

• Advertisers run ads in the most effective mediato reach the audience

Creative Idea

• The central idea thatgrabs the consumer’sattention

• Creativity drives theentire field ofAdvertising

Execution

• Effective ads adhere to the highest production values inthe industry

• Clients demand the best production the budget allows

Media

• Communication channelsthat reach a broadaudience

• How to deliver themessage is just asimportant as coming upwith the creative idea ofthe message

The Marketing Role

TargetMarket

Brand

MarketingMix

ProductCategory

Marketing

The Economic

RoleAdvertising decreases the likelihood that aconsumer will switch to an alternate productregardless of price

Advertising is a means to objectively provideprice-value information, creating a morerational economy

The Societal Role

•Informs consumers about innovations and issues

•Mirrors fashion and design trends

•Teaches consumers about new products

•Helps shape consumer self-image

•Perpetuates self-expression

The Functions of Advertising

• Builds awareness of products and Brands

• Creates a brand image

• Provides product and brand information

• Persuades people

• Provides incentives to take action

• Provides brand reminders

• Reinforces past purchases and brand experiences

Key Players: Advertiser

• Uses advertising tosend out a messageabout its products

• Initiates effort byidentifying a problemthat advertising cansolve

• Approves audience,plan and budget• Hires the agency

Key Players: Advertiser

1. Automotive2. Retail3. Movies, media, andadvertising4. Food, beverages, andconfectionery5. Medicines and proprietaryremedies6. Financial services7. Telecommunications8. Toiletries, cosmetics, andpersonal care9. Airline travel, hotels, andresorts10. Restaurants

Biggest U.S. Advertisers in Terms of Categories

11. Direct-response companies12. Home-furnishings,appliances, supplies13. Insurance and real estate14. Computers, software,Internet15. Government, politics, andorganizations16. Apparel17. Beer, wine, and liquor18. Audio and video equipmentand supplies19. Sporting goods, toys, andgames20. Entertainment and events

Key Players: Media

• Channels of communication that carry the message to theAudience

• Are also companies or huge conglomerates

• Cost effective because the costs are spread over a large number ofpeople

Key Players: Supplier

• Assist advertisers, agencies and the media in creatingand placing the ads

• Vendor services are often cheaper than those in-house

Key Players: Target Audience

• The desired audience for the advertisingmessage

• Data-gathering technology improvesaccuracy of information about customers

• Advertisers must recognize the varioustarget audiences they are talking to andknow as much about them as possible

TYPES OF ADVERTISING

• PRINT ADVERTISEMENT

• CELEBRITY ADVERTISING

• BROADCAST • PUBLIC SERVICE• INFOMERCIALS• OUTDOOR

ADVERTISING• COVERT

ADVERTISING• SURROGATE

ADVERTISING

IMPORTANCE

• Creating awareness

• Increase sales

• Brand identity & Brand image

• Communicate a change

• Increase the buzz value

What Makes an Ad Effective?

1.If it creates an impression for a product or brand

2. If it influences people to respond

3. If it separates the product or brand from the competition

The Current Advertising Scene:

Integrated Marketing Communication

• Unifying allmarketingcommunication toolsso they send aconsistent, persuasiveMessage

The Current Advertising

Scene:Globalization• Advertisers

aremoving intoglobal markets• Agencies areforming hugemultinationaloperations

THANK YOU