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Advertising
Advertising or advertizing is the 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.
John J. Burnett
History of Advertising
3000 B.C - Egyptians used papyrus to make sales messages and wall posters.
1525 – The first ad to be printed in a German pamplet.
1625 – The first ad appeared in an English newspaper
1631 – In France ‘LA Gazatee’ prints the first classified printed ads.
1704 – The first ads in America (Bofton Newsletter)
1841 – The first ad agency is set up by the Volney Palmer in Philidalphia.
1971 – The American Association of Advertising Agencies is founded.
1930 – The first TV Commercial
Types of Advertising
Advertising to Consumers Classified Advertising Display Advertising National Advertising Retail Advertising Co-operative Advertising End-Product Advertising Direct-response Advertising
Ex of End-product
advertising
Advertising to Business & Profession
Trade Advertising
Industrial Advertising
Professional Advertising
Corporate Advertising
Ex of Corporate Advertising
Non-Product Advertising
Idea Advertising
Service Advertising
Political Advertising
Ex of Political Advertising
Primary-demand Selective-demand Surrogate
Advertising Objectives
Inform An informative ad is used to introduce a brand new company, product or
service to the marketing.
Persuade Once customers have a basic understanding of your industry and
product offerings, you must show them why your brand is elite.
Remind The general idea is to maintain top of mind awareness and protect
against competitors coming along and stealing customers.
Specific Increasing brand awareness, developing more favorable customer
attitudes, overcoming negative publicity, driving revenue, expanding the customer base and increasing sales volume are common examples.
12 Types of Advertising Medium
Television Print Radio Billboards Out-Of-Home Email Direct Mail In-Store Signage Flyers Social Media Paid Search
Ex of advertising in social media (Facebook)
Functions of Advertising
Stimulates Demand
Builds Brand Image
Develops Brand Preference
Strengthen Other Promotion-mix Elements
Competitive Weapons
Benefits of Advertising
Information
Brand Image Building
Innovation
Growth of Media
Different Types of Advertising Appeals
Personal Appeal Some personal emotions that
can drive individuals to purchase products include safety, love, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.
Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance.
Humor Appeal Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product.
Sex Appeal Sex and nudity have always
sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product
appearing interesting.
Effects of Advertising
Positive Effects of Advertising
Public Service Advertisements
Social Benefits
Economic Benefits
Choice
Negative Impacts of Advertising
Misrepresentation
Unrealistic Expectations
False Images
Children
10 top ads that captured the imagination of viewers, attained top-of-the-mind recall and were able to forge a strong emotional connect with their target customer base.
I, me, myself
Campaign: Made for you Brand: Vodafone Company: Vodafone India Agency: Ogilvy India
In a league of its own
Campaign: IPL carnival Brand: IPLCompany: Board of Control for Cricket in IndiaAgency: Ogilvy India
Father of man
Campaign: No kidding. No worriesBrand: FlipkartCompany: Flipkart.comAgency: Happy Creative Services
The long march
Campaign: Parallel journeysBrand: NikeCompany: Nike IndiaAgency: JWT India
Mango man's day out
Campaign: Sirf gyaan hi aapko aapka haq dilata haiBrand: Kaun Banega CrorepatiCompany: Sony Entertainment Television (SET)Agency: Leo Burnett
Jingle and mingle
Campaign: Idea festive campaignBrand: IdeaCompany: Idea CellularAgency: Lowe Lintas
Course of action
Campaign: Action starts hereBrand: BlackBerryCompany: Research In Motion Agency: BBDO
Go for the gold
Campaign: Diwali GiftBrand: TanishqClient: Titan IndustriesAgency: Lowe Lintas
Play is the only way
Campaign: Cricket Ki KhushiBrand: Coca-ColaCompany: Coca-Cola IndiaAgency: Lowe Lintas
The long march
Campaign: Parallel journeysBrand: NikeCompany: Nike IndiaAgency: JWT India
What makes an effective advertisement?
Does the ad tell a simple story, not just convey information?
Does the ad make the desired call to action a part of the story?
Does the ad use basic emotional appeals? Does the ad use easy arguments?Does the ad show, and not tell?
Does the ad use symbolic language and images that relate to the senses?
Does the ad match what viewers see with what they hear?
Does the ad stay with a scene long enough for impact?
Does the ad let powerful video speak for itself?
Does the ad use identifiable music?
ADVERTISING TECHNIQUES
AVANTE GARDE
FACTS AND FIGURES
WEASEL WORDS
MAGIC INGREDIENTS
PATRIOTISM
DIVERSION
BANDWAGON
TRANSFER
PLAIN FOLKS
SNOB APPEAL
BRIBERY
TESTIMONIAL
WIT AND HUMOR
SIMPLE SOLUTIONS
Advertising Agency
Advertising Agency is an independent organisation that provides one or more specialised advertising and promotion related services to assist companies in developing, preparing, and executing their advertising and other promotion programmes.
Top 10 Advertising Companies
Ogilvy & Mather
JWT, J Walter Thompson
Mudra Communication
FCB Ulka Advertising Ltd.
Rediffusion DY & R
McCann Erickson India Ltd.
RK Swamy BBDO Advertising Ltd.
Grey Worldwide (I) Pvt. Ltd.
Leo Burnett India Pvt. Ltd.
Contract Advertising India Ltd.
Hierarchy of Advertising Agency
Conclusion
Advertising using powerful media to control peoples' choices. We also have power, the power to choose, the power to think for ourselves, and the power to influence others. How we use that power is central to the creation of good and healthy society. If we allow others to control us without employing our power, we give up too much. If we allow others to misuse their power in our society we allow them to determine the future for us.
Bibliography
http://yourbusiness.azcentral.com/three-main-advertising-objectives-1412.html
http://www.chillibreeze.com/articles/top-ten-advertising-companies-in-India-jt.asp
http://webcache.googleusercontent.com/search?q=cache:DCXojVe3Va4J:americanresearchgroup.com/adrules/+&cd=1&hl=en&ct=clnk&gl=in&client=firefox-a
http://www.indianexpress.com/yearreview/best-ads.html
http://smallbusiness.chron.com/positive-effects-advertising-24688.html
http://smallbusiness.chron.com/negative-impacts-advertising-22146.html
http://brandeducationservices.com/2012/01/31/types-of-restaurant-advertising-brand-eduction/
http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html
http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm
http://olc.spsd.sk.ca/DE/webquests/mediaprop/conclusion.html
Advertising & Sales Promotion (3rd Edition) By: S H H Kazmi and Satish Batra