The document discusses the process of creating commercial advertisements. It begins by defining an advertisement and exploring the history of ads from the 1920s to modern day. It then describes the key steps in the process: ad shoots which involve casting, photography and videography; editing, which can include extensive digital manipulation; determining the target audience; and factors that influence the cost of making ads such as viewership and time slot. Specific ad examples are also summarized, including food commercials, cosmetics ads, and beverage advertisements.
2. WHAT IS AN ADVERTISEMENT ?
• Advertising is any communication, usually paid, specifically
intended to inform and/or influence one or more people. – Kotler
• An advertisement or “Ad” is the promotion of a product, Brand or
services.
• Why is an Advertisement Important ?
- It attracts Customers
- It is effective in long run
- It Promotes the Brand or Product or Service
6. HISTORY OF ADS
• Advertisements in the 18th century were meant
to inform the public.
• Newspaper – India’s first newspaper ‘Bengal
Gazette’ Displayed Ads for the first time
starting with classified advertising.
7. HISTORY OF ADS
• Growth of Ads – The remarkable grownth of the televison
and cable media has elevated the Indian advertising
trajectory.
• Business organizations are prioritizing the skills
development of their advertising and marketing
professionals through Advertising online certification
courses.
8. AD SHOOT
• Casting models
• Photography & Videography
• Forms backbone for many ad campaign
• Creative
• Scripting & Storytelling
9. EDITING
• What is Editing ?
• What an editorial process includes ?
• How do they do it ?
• Editing includes Airbrushing.
10. EDITING
• Editing in today’s World.
Today, computer programs such as Photoshop allow for almost endless manipulation of
images.
• In advertising, this means that the image you see may only remotely resemble the
actual photograph.
11. TARGET AUDIENCE
• “A particular group at which a product such as
advertisement is based on.”
• Why is Targeting Audience Important ?
• Whom Ads Target ?
• How are ads displayed to people ?
12. COST OF MAKING ADS
• Demographic of Viewers
• Live Viewership
• Time Selection
• Geographical Location
13. COST OF MAKING ADS
• Budget of a Local Televison Advertisement
- 30 Seconds Advertisement – 3 Lakhs Rs.
- 3 Lakhs Rs. – 10 Lakhs Rs.
• National Commercials produced by an advertising agency
can cost crores of rupees depending on the budget of the
advertiser.
19. COSMETICS
• Retouching the Raw Footage.
• Encourage women to buy even more cosmetic
products.
• “Scientific studies that have Proven the
product’s benefits.”
20. COSMETICS
• Women attitude towards cosmetics.
• Appearance Dissatisfaction
• Effect on Women
• This works as an advantage for the company
21. BEVERAGES
• Types of Beverages
• Attraction – Energy Drink
• Condensation
• Influence on Health
23. SUMMARY
1. What is an Advertisement ?
2. History of Ads
3. Ad shoot
4. Editing
5. Target Audience
6. Cost of making Ads
7. Food Commercials
8. Cosmetics
9. Beverages
