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ADVERTISING BY MANISHA VAGHELA BY: MANISHA VAGHELA vaghela_manisha13@yahoo1 .com
• Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.• Advertising messages are usually paid for by sponsors and viewed via various mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. BY: MANISHA VAGHELA vaghela_manisha13@yahoo2 .com
Development • Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began • Shop front signages • From street side sellers to press ads Concrete advertising history begins with classified advertising Ads appear for the first time in print in Hickeys Bengal Gazette. Indias first newspaper (weekly). Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads BY: MANISHA VAGHELA vaghela_manisha13@yahoo3 .com
• Ads appear in newspapers in the form of lists of the latest merchandise from England• Patent medicines: Advertised and sold.• Horlicks becomes the first malted milk to be patented (Patent - A grant made by a government that confers upon the creator of an invention the sole right to make, use, and sell that invention for a set period of time) on 5th June 1883.• In 1905 B Dattaram & Co first Indian advertising agency in Girgaum in Bombay• During 1920s the first foreign owned ad agencies came to India . GujaratAdvertising and Indian Advertising set up. BY: MANISHA VAGHELA vaghela_manisha13@yahoo4 .com
• Indian agencies, foreign advertising in the thirties • Indianising advertisements in the forties • Corporate advertising in the fifties • In 1951 Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market • Creative revolution in the sixties • In 1960, Advertising Marketing came to be recognized • Slowly, the medium has expanded and reached out to other mediums like tv, radio and films. http://wiki.answers.com/Q/History_of_advertising_i vaghela_manisha13@yahoo5 BY: MANISHA VAGHELA n_India .com
We live in the times of excessiveness. More populations leadsto greater demand and thus mass production of good andservices.Mass production demands a mass market and a massdistribution system.The very survival of this production system demands itscontinuous expansion. Such an expansion means also theexpansion of the market, beyond the seats of production andeven beyond the boundaries of the country.This may be called the horizontal, spatial or geographicalexpansion of the market. Such an expansion is both nationaland international. BY: MANISHA VAGHELA vaghela_manisha13@yahoo6 .com
At the same time there is also a vertical expansion of the market. The objective is to bring the entire society within the orbit of the market. This does not mean only providing the individual or the family with the resources to purchase goods and services in the market. A disposable surplus is not enough. A psychic desire to consume more and different products has also to be created. Expansion of the market also means the creation of new goods and services and making them acceptable to the consumer. Without such a continuous expansion of the market, the capitalist economy cannot survive. This is a constant process of the renewal and increase of capital passing through the market. For this, people have to be informed, motivated and persuaded. BY: MANISHA VAGHELA vaghela_manisha13@yahoo7 .com
With a mass market, national and international, this is only possible through aspecialized communication system.Thus, modem advertising evolved, to meet precisely this requirement of thecapitalist economic system.Its social relevance is to direct the desires of human beings, latent andexpressed, and their needs, in such a way, as to ensure the continuation andexpansion of sales of goods and services, so essential to sustain massproduction by accumulated capital.In the process of bringing consumers in touch with products or services,advertising also helps create new consumers. Thus, it is involved in thesocial production of consumers.Advertising is a component of a democratic society. The essence ofdemocracy is that people have a choice and the right to exercise that choice.In the democratic economic system a variety of goods and services isavailable to choose from. Advertising enables the consumer to make thechoice.In simple words, one can say that Advertisements tell consumers what tobuy. BY: MANISHA VAGHELA 8 vaghela_manisha13@yahoo .com
The main features of advertising are asunder:• It is directed towards increasing the sales of business.• Advertising is a paid form of publicity• It is non-personal. They are directed at a mass audience and nor at the individual as is in the case of personal selling.• Advertisement are identifiable with their sponsor of BY: MANISHA VAGHELA vaghela_manisha13@yahoo9 .com
Benefits or Importance of AdvertisementAdvertising broadens the knowledge of the consumers.With the aid of advertising, consumers find and buy necessary products withoutmuch waste of time.Benefits to Consumers• Advertising stresses quality and very often prices. This forms an indirect guarantee to the consumers of the quality and price. Further large scale production assumed by advertising enables the seller to seller product at a lower cost.• Advertising helps in eliminating the middlemen by establishing direct contacts between producers and consumers. It results in cheaper goods. BY: MANISHA VAGHELA vaghela_manisha13@yahoo10 .com
• It helps them to know where and when the products are available. This reduces their shopping time. • It provides an opportunity to the customers to compare the merits and demerits of various substitute products. • This is perhaps the only medium through which consumers could know the varied and new uses of the product. • Modern advertisements are highly informative. BY: MANISHA VAGHELA vaghela_manisha13@yahoo11 .com
Benefits to Community or Society• Advertising, in general, is educative in nature. In the words of the late President Roosevelt of the U.S.A., "Advertising brings to the greatest number of people actual knowledge concerning useful things: it is essentially a form of education and the progress of civilization depends on education."• Advertising leads to a large-scale production creating more employment opportunities to the public in various jobs directly or indirectly.• It initiates a process of creating more wants and their satisfaction higher standard of living. For example, advertising has made more popular and universal the uses of such inventions as the automobiles, radios, and various 12 household appliances. BY: MANISHA VAGHELA vaghela_manisha13@yahoo .com
• Newspapers would not have become so popular and so cheap if there had been no advertisements. The cheap production of newspapers is possible only through the publication of advertisements in them. It sustains the press. • It assures employment opportunities for the professional men and artist. • Advertising does provide a glimpse of a countrys way of life. It is, in fact, a running commentary on the way of living and the behaviour of the people and is also an indicator of some of the future in this regard. BY: MANISHA VAGHELA vaghela_manisha13@yahoo13 .com
Various media for AdvertisingAdvertising media are the means to transmit the message of the advertiser to thedesired class of people. Channels or vehicle by which an advertising message isbrought to the notice of the prospective buyer:Types of MediaThere is no dearth of media today. It may be direct or indirect. Direct method ofadvertising refers to such methods used by the advertiser with which he couldestablish a direct contact with the prospective hand involve the use of a hiredagency for spreading the information. Most of the media are indirect in nature,e.g., press publicity, cinema, etc. The various media that are commonly used arebeing explained here under: BY: MANISHA VAGHELA vaghela_manisha13@yahoo14 .com
Newspapers Newspaper (Hindi or English) (morning or evening editions) are bought largely for their news value as such they are most appropriate for announcing new products and new development of existing products. The choice of a particular news paper for advertising depends upon many factors i.e., circulation of the newspaper, the type of readers it serves, the geographical region in which it is popular, the costs of space and general reputation of the paper etc. Magazines Another medium under press publicity is magazines and journals. They also offer good facility because magazine are read leisurely when the reader is mentally prepared to receive advertisements BY: MANISHA VAGHELA vaghela_manisha13@yahoo15 .com
Advertising AppealThe most basic of human needs is the need for food, clothingand shelter. Special need for these necessities cannot becreated with advertising. However there are certain otherproducts that provide comfort in life and advertising aims togenerate demand for these products. Advertising uses appealsas a way of persuading people to buy certain products.Advertising appeals are designed in a way so as to create apositive image of the individuals who use certain products.Advertising agencies and companies use different types ofadvertising appeals to influence the purchasing decisions ofpeople.The most important types of advertising appeals includeemotional and rational appeals. Emotional appeals are ofteneffective for the youth while rational appeals work well for vaghela_manisha13@yahoo 16 BY: MANISHA VAGHELAproducts directed towards the older generation. Here are just .com
Emotional AppealAn emotional appeal is related to an individual’s psychological and social needsfor purchasing certain products and services. Many consumers are emotionallymotivated or driven to make certain purchases. Advertisers aim to cash in on theemotional appeal and this works particularly well where there is not muchdifference between multiple product brands and its offerings. Emotional appealincludes personal and social aspects.1. Personal AppealSome personal emotions that can drive individuals to purchase products includesafety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, selfesteem, pleasure, comfort, ambition, nostalgia etc.2. Social AppealSocial factors cause people to make purchases and include such aspects asrecognition, respect, involvement, affiliation, rejection, acceptance, status andapproval.3. Fear AppealFear is also an important factor that can have incredible influence on individuals. vaghela_manisha13@yahooFear is BY: MANISHA VAGHELA 17 often used to good effect in advertising and marketing campaigns of.combeauty and health products including insurance. Advertising experts indicate that
Humour AppealHumour is an element that is used in around 30% of the advertisements.Humour can be an excellent tool to catch the viewer’s attention and help inachieving instant recall which can work well for the sale of the product. Humourcan be used effectively when it is related to some benefit that the customer canderive without which the joke might overpower the message.Sex AppealSexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity ofthe audience and can result in strong feelings about the advertisement. It canalso result in the product appearing interesting. However use of sex in types ofadvertising appeals can have a boomerang effect if it is not used carefully. It caninterfere with the actual message of the advertisement and purpose of theproduct and can also cause low brand recall. If this is used then it should be anintegral part of the product and should not seem vulgar. The shift should betowards sensuality. BY: MANISHA VAGHELA vaghela_manisha13@yahoo18 .com
Music AppealMusic can be used as types of advertising appeals as it has a certainintrinsic value and can help in increasing the persuasiveness of theadvertisement. It can also help capture attention and increase customerrecall.Scarcity AppealScarcity appeals are based on limited supplies or limited time period forpurchase of products and are often used while employing promotional toolsincluding sweepstakes, contests etc.Rational AppealRational appeals as the name suggests aims to focus on the individual’sfunctional, utilitarian or practical needs for particular products and services.Such appeals emphasize the characteristics and features of theproduct and the service and how it would be beneficial to own or usethe particular brand. Print media is particularly well suited for rationalappeals and is often used with good success. It is also suited for business to vaghela_manisha13@yahoobusiness MANISHA VAGHELA for products that are complex and that need high19 BY: advertisers and .comdegree of attention and involvement.
Masculine Feminine AppealUsed in cosmetic or beauty products and also clothing. This type ofappeal aims at creating the impression of the perfect person. Themessage is that the product will infuse the perfection or the statedqualities in you.Brand AppealThis appeal is directed towards people who are brand conscious andwish to choose particular products to make a brand statement.Snob AppealThis appeal is directed towards creating feeling of desire or envy forproducts that are termed top of the line or that have considerablequalities of luxury, elegance associated with them.Adventure AppealThis appeal is directed towards giving the impression that purchasinga product will change the individual’s life radically and fill it with fun, BY: MANISHA VAGHELA vaghela_manisha13@yahooadventure and action.20 .com
Less than Perfect AppealAdvertisements often try to influence people to make certain purchases bypointing out their inadequacies or making them feel less perfect and moredissatisfied with their present condition. These types of advertising appealsare used in cosmetic and health industries.Romance AppealThese advertisements display the attraction between man and woman. Theappeal is used to signify that buying certain products will have a positiveimpact on the opposite sex and improve your romantic or love life.Frangrances, automobiles and other products use these types of advertisingappeals.Emotional Words/Sensitivity AppealThese advertisements are used to drive at and influence the sensitivities ofconsumers.Youth AppealAdvertisements that reflect youth giving aspects or ingredients of productsuse these types of appeals. Cosmetic products in particular make use of vaghela_manisha13@yahoothese appeals. VAGHELA 21 BY: MANISHA .com
EndorsementCelebrities and well known personalities often endorse certain products andtheir pitching can help drive the sales.Play on WordsAdvertisements also make effective use of catch phrases to convey themessage. Such appeals help in brand recognition and recall and can be quitepopular with the youth in particular.StatisticsAdvertisements also use statistics and figures to display aspects of theproduct and its popularity in particular.Plain AppealThese advertisements use every day aspects of life and appeal to ordinarypeople regarding the use of a product or service.Bandwagon AppealThis type of advertising appeal is meant to signify that since everybody isdoing something you should be a part of the crowd as well. It appeals towardsthe popularity aspect or coolness aspect of a person using a particular 22 BY: MANISHA VAGHELA vaghela_manisha13@yahoo .comproduct or service.
Advertising Industry The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Indian advertising industry with an estimated value of es 13, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts23and BY: MANISHA VAGHELA work that can be termed as masterpieces in the field of vaghela_manisha13@yahoo .com advertising.
Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. BY: MANISHA VAGHELA vaghela_manisha13@yahoo24 .com
The Indian advertising today handles both national andinternational projects. This is primarily because of the reasonthat the industry offers a host of functions to its clients thatinclude everything from start to finish that include clientservicing, media planning, media buying, creativeconceptualization, pre and post campaign analysis, marketresearch, marketing, branding, and public relation services.Keeping in mind the current pace at which the Indian advertisingindustry is moving the industry is expected to witness a majorboom in the times ahead. If the experts are to be believed thenthe industry in the coming times will form a major contribution tothe GDP. With al this there is definitely no looking back for theIndian advertising industry that is all set to win accolades fromthe world over. vaghela_manisha13@yahoo25 BY: MANISHA VAGHELA .com