ADVERTISING AS SERVICE Prepared by: Daipayan Dutta Krutika Talwade Dhairya Thakker
What is Advertising? Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis and WPP Plc.
TYPES OF ADVERTISING Print Advertising - Newspapers, Magazines, Brochures, Fliers Outdoor Advertising - Billboards, Kiosks, Trade- shows and Events Broadcast Advertising - Television, Radio and the Internet Covert Advertising - Advertising in Movies Public Service Advertising - Advertising for Social Causes Celebrity Advertising
Modern Advertising Methods Web banner advertising If billboard advertising is used on roads, then a similar type called banner advertising is used on the web Bandwagon Advertising A propaganda advertising technique, which aims at convincing the user that everyone else is using the products or everyone in the customer base, is in favour of the brand and so he must do so too Surrogate Advertizing Since laws have banned advertisements of cigarettes and alcohol, companies like Kingfisher come up with umbrella brands which remind the consumer about the products banned from advertising.
Modern Advertising Methods Promotional Advertising Promotional advertising involves the use of promotional give-away items or promotional media events, which help to garner public attention and are an effective way of advertising. Handing out promotional freebies is a modern advertising technique that is innovative and very effective as well. Keyword Advertising1. Commonly, keyword advertising is also known as pay per click advertising or cost per action advertising.2. Google Adwords program which is the most popular for its keyword advertising.
Global spending on Ads Courtesy : Magna Global
Leading Ad Firms in India Ogilvy & Mather FCB Ulka Advertising Ltd Rediffusion DY & R Mudra Communication McCann Erickson India Ltd Leo Burnett India Pvt. Ltd Contract Advertising India Ltd
INTERACTIVE ADVERTISING It is more of personal interaction between the consumer and the company. The main idea behind this type of advertising is that the ad should be able to stand out in the crowd of similar products and intrigue the customer to further know about the product. Interactive Advertising has allowed companies to advertise with low budgets too and were able to attract same traffic as other companies. According to Interactive Advertising Bureau online, the revenue this year was $26 billion, which is a 15% increase from 2008. Dominos Pizza in USA allowed their consumers to make their own pizza by choosing the crust, toppings and size by using their online accounts.
In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide. Internet advertising revenues in the U.S is currently at $ 32 billion. Indian advertising revenues to grow over 13.5% in 2012. BRIC nations constituted 20% global market share in 2012 and contributed to 45% of the global growth in 2011. Advertising on Internet is set to capture 20% of global advertising($90 billion dollars). Leading countries in terms of growth rates : Argentina (+37.9%), China (+22.5%), Kazakhstan (+25.6%), Russia (+20.4%) and Brazil (+10.2%) .