What is Advertising ByPranav Kumar Ojha MBA 2nd Semester MONIRBAUniversity of Allahabad
Advertising –DefinitionsThe process of delivering a message about ideas, goods andservices, through the media, paidby an identifiable sponsor.Advertising is the way by whichcompanies tell us about the productsand brands.
Advertising –Definitions continued….According to AmericanMarketing Association:“Advertising is any paidform of non-personalpresentation andpromotion ofideas, goods and servicesby an identified sponsor.”
Advertising –Definitions cont….Advertising is a form of communicationthat typically attempts to persuadepotential customers to purchase or toconsume more of a particular brand ofproduct or service.
Advertising includes thename of a product orservice and how thatproduct or service couldbenefit the consumer, topersuade potentialcustomers to purchase or toconsume that particularBRAND.Modern advertisingdeveloped with the rise ofmass production in the late19th and early 20thcenturies.
HistoryEgyptians used papyrusto make sales messagesand wall posters. Commercial messagesand political campaigndisplays have been foundin the ruins of Pompeiiand ancient Arabia.
History Continued……• As the economy expanded during the 19th century, advertising grew alongside.• In June 1836, French newspaper La Presse was the first to include paid advertising in its pages.• Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston.
A few advertising legends
John Caples “Accept nothing as true about what works best in advertising until it has been scientifically tested.”1932 -John Caples
Claude C. Hopkins “Talk to the people who are going To buy your product. This is the first step in any successful campaign”1930 -Claude C. Hopkins
Leo Burnett The secret of all effective originality in advertising is not the creation of new and tricky words but one of putting familiar words and pictures, into new relationships.” -Leo Burnett“Find the drama.”
Bill Bernbach“Tell the story”
Prahlad KakkarPrahlad Kakkar (born 24March 1950 in Mumbai) is aleading Indian ad filmdirector, best known for hiswork on the famous Pepsi TVcommercial with AmitabhBachchan and SachinTendulkar. He is the founder and maindirector for Genesis FilmProductions, one of India’sleading productionhouses, established in 1977.
Advertising Planning Framework: MESSAGE DECISION: •Message strategy •MessageOBJECTIVE SETTING: BUDGET DECISION: execution •Affordable CAMPAIGN•Communication Approach EVALUATIONObjective •Percent of sales•Sales Objective •Competitive parity •Communication •Objective & task impact •Sales impact MEDIA DECISION: Reach ,frequency, impact, timing, media vehicles or types
Step:1 The advertising objectives must be stated clearly in a precise and measurable terms. The objectives stated clearly and precisely enable the advertiser to measure the extent up to which the objectives have been met or achieved. The advertising objectives can be “sales oriented” or “communication oriented”. Although the long term objective of each ad is to have an increase in sales, all ad campaigns are not designed with this specific objective. Some ad campaigns may focus on increasing the awareness about the product or service, changing the attitude, informing the new product etc.
Step:2: setting the advertising budgetMethods:Affordable approachPercentage of sales methodCompetitive parity methodObjective & task method
Step:3: Creating advertising message Just to gain and hold attention, advertising messages must be better planned, more imaginative, more entertaining and more rewarding to consumers. “creativity plays an important role in developing effective message.” A creative strategy focus on what the advertising message says or communicate and guides the development of all messages used in the advertising campaign.
Step:4: Media planning:A media planner needs to answer the following question: Which audiences do we want to reach? When & how to reach them? Where to reach them? How many people should be reached? How often do we need to reach them? What will it cost to reach them.
Step:5:Evaluating the effectiveness of advertisements: The advertising program should evaluate both the communication effect and the sales effect of advertising regularly. Measuring the communication effects of an advertisement-copy testing- tells whether the ad is communicating well. The sales effect of advertising are often harder to measure than the communication effect because sales are effected by many factors besides advertising- such as product features, price and availability.
TYPES OF` ADVERTISINGBACED ON DIFFERENT MEDIUM
Covert advertisingCovert advertising is presently a hot trend inpromoting products and services. It embeds a product or brand inentertainment and media and uses undercovertactics turning ordinary entertainment into anextended ad. Examples.
Hayabusa - InDhoom, JohnAbrahamuses Hayabusa in themovie as a thief,from that time onlymany of Indianscame to know aboutthat bike.
•Domino’s is known asmuch for the quality of itspizzas, as for its promiseof “delivery within 30minutes or free”.• Paresh Rawal—who isalso the Domino’s brandambassador—was seen inthe movie happilymunching on a Domino’spizza.
Ta Ra Rum Pum insisted on specialclose-ups and zooms for their brands.As a result we get a good dose ofCastrol, Goodyear and Chevroletperiodically
TYPES OF` ADVERTISINGBACED ON DIFFERENT MEDIUM
Some other points related to Advertising• Advertising by Celebrities.• Advertising by Mobile Phone.• Classified Advertising .• Un paid Advertising.• Advertising Agency.
Advertising AgencyThe American Associationof Advertising Agency(AAAA) defines anadvertising agency as “ anindependent organizationof creative people andbusiness people whospecialize in developingand preparing advertisingplans, advertisementsand other promotionaltools.”
India’s 10 leading advertisers by media spend: Hindustan Unilever($376 m) Paras Pharmaceuticals ($120 m) Procter & Gamble ($114 m) Coca-Cola company ($95 m) Godrej industries ($80m) Colgate-palmolive ($67 m) Pepsico ($62 m) Nirma chemicals ($52 m) Nestle ($50 m) Dabur India ($49 m)
India’s 10 leading advertising companies. Ogilvy & mather J walter Thompson India Mudra Communivation Pvt Ltd FCB Ulka advertising Ltd. Rediffusion- DY&R Erickson India Ltd. RK Swamy/BBDO advertising Ltd. Grey worldwide(I) Pvt. Ltd. LEO Burnett India Pvt Ltd. Contract advertising India Ltd.
Conclusion (Key to good advertising) The most important step lies in deciding what your advertising should say and to whom it should say it. All you need to do is to decide who buys and uses your products and why.
ByPranav Kumar OjhaMBA 2nd semesterMONIRBAUniversity of AllahabadAllahabadPranav.firstname.lastname@example.org(+91)9235189858
Television• The TV commercial is generally considered the most effective mass- market advertising format.• The average cost of a single thirty-second TV spot during the annual Super Bowl football game in the United States has reached US$3 million (as of 2009).
Press advertising• Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.• This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics.
Online advertising• Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.• Examples of online advertising include contextual ads that appear on search engine results pages, banner ads
MOBILE BILLBOARD ADVERTISING• Mobile billboards are generally vehicle mounted billboards or digital screens.• These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients. •They can also be specially-equipped cargo trucks or, in some cases, large banners strewn from planes.
Advertising by Celebrities.• This type of advertising focuses upon using celebrity power fame and popularity to gain recognition and promotion of their product.• Advertisers often advertise in which celebrities share their favorite products or wear clothes by specific brands or designers.• Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.
Classified Advertising• Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals.• Example- Free ads papers or Pennysavers.• Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services.
Advergames• Advergaming is the practice of using video games to advertise a product, organization or viewpoint.
Mobile AdvertisingAdvanced mobile ads include -Banner ads. Coupons. Multimedia Messaging Service picture .Video messages. Advergames and Various engagement marketing campaigns.
Un paid Advertising• Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost.• Personal recommendations ("bring a friend", "sell it")• Spreading buzz.• Achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign.• Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.
In-store advertising• In-store advertising is any advertisement placed in a retail store.• It includes placement of a product in visible locations in a store.
Infomercials• An infomercial is a long-format television commercial, typically five minutes or longer.• The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website.• Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.
Radio advertising• Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna.• Airtime is purchased from a station or network in exchange for airing the commercials.• While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.
Buzz• Make a buzzing sound• "Planes buzzed the crowds in the square“• Call with a buzzer