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  1. 1. Advertising
  3. 3. The process of delivering a message about ideas, goods and services, through the media, paid by an identifiable sponsor. Advertising – A definition
  4. 4. ad· ver· tise verb 1 : inform, notify 2 : to call public attention to esp. in order to sell
  5. 5. History of Indian Advertising
  6. 6. Pre Independence <ul><li>Press advertisements – largely imported goods which had reached Indian shores </li></ul><ul><li>First advertise published in “Bengal Gazette” on January 29, 1790 </li></ul>
  7. 7. 1920 to1930’s <ul><li>In 1922 first Indian advertisement agency started Alliance Advertising Association Ltd at Bombay </li></ul><ul><li>1924 the Calcutta Publishing </li></ul><ul><li>1925 the Central Publishing service </li></ul><ul><li>1926 Mr. I.S. Talor set up the Publicity Society of India to exploit advertising possibilities on trams, kiosks and other outdoor media </li></ul>
  8. 8. 1930 to 1940 <ul><li>1930 New India Publicity Co. </li></ul><ul><li>1934 Mr. V. Sista, Sales and Publicity Service </li></ul><ul><li>1937 Alpha Advertising Service </li></ul><ul><li>1938 Lintas ans Press Syndicates Indian and Eastern Newspaper Society (IENS) </li></ul>
  9. 9. 1940 to1950 <ul><li>Watershed years for Indian advertising </li></ul><ul><li>Industrial revolution in the Nehruvian era </li></ul><ul><li>1 st survey of the rural market (Wood) </li></ul><ul><li>1945 Advertising Agencies Association of India (AAAI) </li></ul><ul><li>Cinema advertising began </li></ul><ul><li>Kolkata gets the privilege of India’s first ad club </li></ul><ul><li>Leading ad agency - Press Syndicate </li></ul><ul><li>National created the Murphy baby </li></ul>
  10. 10. 1950 to1960 <ul><li>1951 The Indian Society of Advertisers </li></ul><ul><li>1958 The society of Advertising Practitioners </li></ul><ul><li>India’s first Advertising Convention (1960) </li></ul><ul><li>Advertising to to be Indian in thought and content </li></ul><ul><li>Shift to marketing orientation </li></ul><ul><li>Professionalisation within agencies </li></ul><ul><li>1 st Asian Advertising Congress at New Delhi </li></ul><ul><li>Research data generated </li></ul>
  11. 11. 1970’s <ul><li>Media boom </li></ul><ul><li>Special magazines </li></ul><ul><li>2 nd Asian Advertising Congress at New Delhi </li></ul><ul><li>Lifestyle studies, positioning </li></ul><ul><li>Rural marketing </li></ul>
  12. 12. 1980’s <ul><li>Indianisation of western advertising </li></ul><ul><li>Public sector advertising </li></ul><ul><li>Expansion and diversification of agencies </li></ul><ul><li>Aug 15 th 1982 – Colour TV introduced </li></ul><ul><li>Radio commercials introduced </li></ul><ul><li>NRS III (National Readership Surveys) by IMRB </li></ul><ul><li>Colour Printing more popular </li></ul>
  13. 13. 2000 onwards <ul><li>NRS VI </li></ul><ul><li>Mobile advertising start </li></ul><ul><li>Internationalization of domestic agencies </li></ul><ul><li>Net Advertising </li></ul><ul><li>The role of the advertising agency – changing to that of a marketing consultant </li></ul>
  14. 14. A few advertising legends ...
  15. 15. John Caples 1932 “ Accept nothing as true about what works best in advertising until it has been scientifically tested.” -John Caples
  16. 16. “ Talk to the people who are going To buy your product. This is the first step in any successful campaign” -Claude Hopkins Claude Hopkins 1930
  17. 17. Leo Burnett “ Find the drama.”
  18. 18. Bill Bernbach “ Tell the story”
  19. 19. “ 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, and pictures into new relationships.” -Leo Burnett
  21. 21. Key Points • Define advertising and explain its key components • Discuss the roles and functions of advertising within society and business • Identify the key players and their roles in creating advertising • Explain the different types of advertising • Summarize the characteristics of effective advertising and explain why it is always goal directed • Analyze the changes affecting the advertising industry
  22. 22. Defining Modern Advertising • Paid persuasive communication • Uses nonpersonal mass media to reach broad audiences • Connects an identified sponsor with a target audience
  23. 23. Six Basic Components 1. Paid 2. Non-personal communication 3. Sponsor is identified 4. Using mass media 5. Tries to persuade or influence 6. Reaches large audience
  24. 24. Key Concepts of Advertising
  25. 25. Strategy • The logic and planning behind the ad that give it direction and focus • Advertisers develop ads to meet objectives • Advertisers direct ads to identified audiences • Advertisers create messages that speak to the audience’s concerns • Advertisers run ads in the most effective media to reach the audience
  26. 26. Creative Idea • The central idea that grabs the consumer’s attention • Creativity drives the entire field of Advertising
  27. 27. Execution • Effective ads adhere to the highest production values in the industry • Clients demand the best production the budget allows
  28. 28. Media • Communication channels that reach a broad audience • How to deliver the message is just as important as coming up with the creative idea of the message
  29. 29. The Marketing Role Target Market Brand Marketing Mix Product Category Marketing
  30. 30. The Economic Role Advertising decreases the likelihood that a consumer will switch to an alternate product regardless of price Advertising is a means to objectively provide price-value information, creating a more rational economy
  31. 31. The Societal Role <ul><li>Informs consumers about innovations and issues </li></ul><ul><li>Mirrors fashion and design trends </li></ul><ul><li>Teaches consumers about new products </li></ul><ul><li>Helps shape consumer self-image </li></ul><ul><li>Perpetuates self-expression </li></ul>
  32. 32. The Functions of Advertising • Builds awareness of products and Brands • Creates a brand image • Provides product and brand information • Persuades people • Provides incentives to take action • Provides brand reminders • Reinforces past purchases and brand experiences
  33. 33. Key Players: Advertiser • Uses advertising to send out a message about its products • Initiates effort by identifying a problem that advertising can solve • Approves audience, plan and budget • Hires the agency
  34. 34. Key Players: Advertiser 1. Automotive 2. Retail 3. Movies, media, and advertising 4. Food, beverages, and confectionery 5. Medicines and proprietary remedies 6. Financial services 7. Telecommunications 8. Toiletries, cosmetics, and personal care 9. Airline travel, hotels, and resorts 10. Restaurants Biggest U.S. Advertisers in Terms of Categories 11. Direct-response companies 12. Home-furnishings, appliances, supplies 13. Insurance and real estate 14. Computers, software, Internet 15. Government, politics, and organizations 16. Apparel 17. Beer, wine, and liquor 18. Audio and video equipment and supplies 19. Sporting goods, toys, and games 20. Entertainment and events
  35. 36. Key Players: Media • Channels of communication that carry the message to the Audience • Are also companies or huge conglomerates • Cost effective because the costs are spread over a large number of people
  36. 37. Key Players: Supplier • Assist advertisers, agencies and the media in creating and placing the ads • Vendor services are often cheaper than those in-house
  37. 38. Key Players: Target Audience • The desired audience for the advertising message • Data-gathering technology improves accuracy of information about customers • Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
  38. 39. TYPES OF ADVERTISING <ul><li>PRINT ADVERTISEMENT </li></ul><ul><li>CELEBRITY ADVERTISING </li></ul><ul><li>BROADCAST </li></ul><ul><li>PUBLIC SERVICE </li></ul><ul><li>INFOMERCIALS </li></ul><ul><li>OUTDOOR ADVERTISING </li></ul><ul><li>COVERT ADVERTISING </li></ul><ul><li>SURROGATE ADVERTISING </li></ul>
  39. 40. IMPORTANCE <ul><li>Creating awareness </li></ul><ul><li>Increase sales </li></ul><ul><li>Brand identity & Brand image </li></ul><ul><li>Communicate a change </li></ul><ul><li>Increase the buzz value </li></ul>
  40. 41. What Makes an Ad Effective? <ul><li>If it creates an impression for a product or brand </li></ul><ul><li>2. If it influences people to respond </li></ul><ul><li>3. If it separates the product or brand from the competition </li></ul>
  41. 42. The Current Advertising Scene: Integrated Marketing Communication • Unifying all marketing communication tools so they send a consistent, persuasive Message
  42. 43. The Current Advertising Scene: Globalization • Advertisers are moving into global markets • Agencies are forming huge multinational operations
  43. 44. THANK YOU
  44. 45. Assignment number 1 Of Mass communication Prepared by Kamal Dave Roll No 10 Submit ion date 4 th May, 2009