3. PRESENTATION OVERVIEW
Introduction |
Key terms |
Advertising |
Functions of Advertising |
Media commonly used in Advertising |
Evaluation of Advertisement |
Evaluation of Print Ad |
Evaluation of Digital Ad |
Conclusion |
Discussion |
References |
3
4. INTRODUCTION
Advertisement
• An important means to:
Inform and influence
potential customers,
of products & services.
• One of the components of promotion.
• Promotion is an important elements in the
Marketing Mix.
4
6. Marketing
“Marketing is the activity, set of institutions and
processes for creating, communicating,
delivering and exchanging offerings that have
value for customers, clients, partners and
society at large”.
– American Marketing Association[AMA]
6
7. Marketing Mix is a major concepts in modern marketing and
includes everything that the marketer uses to create a blend that
would influence the demand for its products or services. It is the
Components or Elements uses to attract the potential customer
and for sales promotion.
• 4Ps: introduced by E Jerome McCarthy
– Product, Price, Place, Promotion
• 5Ps:
– Product, Price, Place, Promotion, People
• 7Ps:
– Product, Price, Place, Promotion, People, Physical
Environment, Process
Marketing Mix
7
8. Promotion
–An important element of marketing mix
–Includes one or more of;
• Direct Marketing
• Personal Selling
• Advertisements
• Sales promotion
• Publicity
• Interactive or Internet marketing
8
9. Advertising
According to the American Market Association,
•“Advertising is any paid form of non- personal
presentation and promotion of ideas, goods and
services by an identified sponsor”.
• Advertising is essentially a form of
communication and its basic responsibility is
to deliver desired information to the targeted
audience.
9
10. Functions of Advertising
• To communicate product information
• To urge product used
• To expand the product distribution
• To increase brand preference and loyalty
• To reduce overall sales cost
• Creates new demand
10
11. Media commonly used in Advertising
• Print media ̶ News Paper, Periodicals
• Digital media ̶ Radio, T V, Cinema & Outdoor
• Others media ̶ Direct Mail, Exhibition, Point-
of-sale display aids, Print & Sales Literature
11
12. Evaluation of Advertisement
Print media
• Certain widely accepted criteria:
– Headline
– Creativity
– Tagline / Motto
– Body
– Visual elements/ illustration/ Appeal
– Layout
– Unique selling proposition
– Message –Ability to catch and retain readers attention
– Simplicity
– Clarity of the Message
– Sales creation power
12
14. Evaluation of Print ad
• Caption – Extremely catchy
• Creativity – Excellent, Strong
Picturisation
• Simple Layout
• Reinforcement – Pencils matching with true natural
colors
• Product is displayed in the advert
• Ad clearly shows what it wants to convey
• Visual elements portrayed – very strong
• The USP is the message of the Ad –
“ True Color Pencils”
14
15. Evaluation of digital ad
• Some widely accepted evaluation criteria:
– Unique Selling Proposition (USP)
– Dramatization
– Efficiency in usage of time slot
– Message conveyed
– Simplicity
– Jingle/ background score
– Initial attention grabbing element- first mental image of
the advertisement
– Lasting impression
– Retention
15
16. Evaluation of Digital ad [contd..]
• Water Sealant product
• National reach
• Satirical representation of father and son relationship
• The USP of the advertisement is ̶
“ just one falling drop of water can change your
luck”
• Very well dramatized
• Very efficiently used the time slot
• Ad Message conveyed and gets registered in viewers
mind and product too.
16
17. Evaluation of Digital ad [contd..]
• No catchy jingle
• Background music is divided into three
• Lack of initial attention grabbing element
• Sequence followed ̶ serious, confusing, tensed
and lastly known to audience
• Leaves a lasting impression
• Very poor script
• No connection of the Ad with the product
retention
17
20. References
• Advertising by Frank Jefkin, Daniel Yadin.
• Advertising & Sales Promotion by S H H Kazmi
and Satish K Batra
• Advertising Management by Manendra Mohan
• www.bestadsontv.com
• www.youtube.com
• http://www.indiatvnews.com/business/india/20-
creative-and-clever-print-ads-7192.html
• bladenomics.wordpress.com/2010/02/20/top-
ten-Indian-commercials/
20
