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  3. 3. Glassex window cleaner: Magician
  4. 4. Chupa Chup sugar free lollipops: Ants
  5. 5. G u i n n e s s : B e e r
  6. 6. Nikol Baking Tray : Jacuzzi
  7. 7. Bose Noise reduction Headphones: Waterfall
  8. 8. Cemex: Fast Drying Cement
  9. 9. Advertising (mass communication) In relation to mass communication: “ It refers to marketing a product or service in a persuasive manner that encourages the audience to buy the product or use the service”.
  10. 10.  From the above we can infer that: Advertising is promotion, of a product or a service. It is done by companies to maximize sales. Companies pay a premium for doing this promotion. Advertising could be done through billboards, movies etc.
  11. 11.  In Latin, ad vertere means "to turn toward”  Advertising seeks to create an image surrounding a product, so that customers feel that they need it  Advertising can promote a new product and increase sales of existing products  Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media; or new media
  12. 12. SCOPE OF ADVERTISING  The Pakistani advertising industry is upcoming and has a lot of promise.  Only the hardworking and efficient companies will survive.  What matters most in this sector is knowledge and experience of the work and the industry. The better the research and analysis done by the agency, the better their chances of success.
  14. 14. PURPOSE OF ADVERTISING The purpose of advertising is to conivince the customer:  Company's services or products are the best  Enhance the image of the company  Point out and create a need for products or services  Demonstrate new uses for established products  Announce new products and programs  Draw customers to the business  To hold existing customers.
  15. 15. ANCIENT FORMS OF ADVERTISING  History tells us that out-of-home advertising and billboards are the oldest forms of advertisement.  Egyptians used papyrus to make sales messages and wall posters.
  16. 16. Wall or rock painting
  17. 17. 18TH CENTURY  Advertisements started to appear in weekly newspapers in England  Were used mainly to promote books and newspapers .
  18. 18. 19th CENTURY  Thomas J. Barratt -- “The father of modern advertising  the Pears Soap company
  19. 19.  Under Barratt's guidance, Pears Soap became the world's first legally registered brand and is therefore the world's oldest continuously existing brand!  Lillie Langtry- income as the first woman to endorse a com- mercial product
  20. 20.  In June 1836, French newspaper La Presse was the first to include paid advertising in its pages  Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia.
  21. 21.  The emergence of advertising agency  In late 19th century advertising agency of N.W. Ayer & Son was founded  By 1900, advertising was firmly established as a profession.
  22. 22. 20th CENTURY  Adoption of the doctrine: Human instincts could be targeted and harnessed – "sublimated" into the desire to purchase commodities  The tobacco industry was one of the firsts to make use of mass production.  Late 20s-advertisers recognized the value of women's insight during the creative process.
  23. 23. On the radio from the 1920s  In the early 1920s, the first radio stations were established  Start of the trend to sponsor programs
  24. 24. Public service advertising in WW2 “Advertising justifies its existence when used in the public interest – it is much too powerful a tool to use solely for commercial purposes." David Ogilvy
  25. 25.  Public service advertising reached its height during World Wars I and II under the direction of more than one government.
  26. 26. Cable television from the 1980s  The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video  specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
  27. 27. On the Internet from the 1990s  new frontiers for advertisers opened and contributed to the "dot-com" boom of the 1990s.  Domain owners allow advertising companies to place ads on their sites in return for a per-click payment
  28. 28. “Guerrilla marketing" Includes unusual approaches such as:  staged encounters in public places  giveaways of products such as cars that are covered with brand messages  interactive advertising where the viewer can respond to become part of the advertising message.  having consumers vote through text messages various innovations utilizing social network services
  29. 29.  With the passage of time, advertising is becoming more unpredictable and innovative, which causes consumers to buy the product or idea.  This reflects an increasing trend of interactive and "embedded" ads as well as a high competition in the market.
  31. 31.  Traditional Modes of Advertising  Modern Types of Advertising  The Future of Advertising Categories
  32. 32.  Print Advertising  Outdoor Advertising  Radio Advertising  Television Traditional Modes of Advertising
  33. 33. Print Advertising - Newspapers, Magazines, Brochures, Fliers
  34. 34.  Print media has always been a popular advertising option.  Advertising products via newspapers or magazines is a common practice  It also offers promotional brochures and fliers  Newspapers and magazines sell the advertising space according to the area occupied by the ad Print Advertising - Newspapers, Magazines, Brochures, Fliers
  35. 35. Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events
  36. 36. Outdoor Advertising - Billboards, Kiosks, Trade-shows and Events  Billboard advertising is very popular.  Kiosks provide an easy outlet for the company's products  Organizing special events or sponsoring them
  37. 37. Paying people to hold signs is one of the oldest forms of advertising, as with this human being pictured above.
  38. 38. Radio Advertising
  39. 39. Radio Advertising  One of the oldest forms of advertising  Advertisers can buy airtime from a radio station to air their ads  Prices depend upon the duration, time of the day, and program
  40. 40. Television
  41. 41. Television  It reaches the maximum number of target customers  Expensive type of advertising  To increase the visibility of ads, banners are placed in the background of running programs  Computer-based graphics are also used to generate ads
  42. 42. Modern Types of Advertising  Online Advertising  Covert Advertising  Surrogate Advertising  Public Service Advertising  Celebrity Advertising  In-store Advertising  Coffee Cup Advertising  Digital Out of Home Advertising
  43. 43. Online Advertising  Uses the internet and world wide web to attract customers
  44. 44. Covert Advertising - Advertising in Movies
  45. 45.  Unique kind of advertising  Product or a particular brand is incorporated in some entertainment and media channels  For example, appearance of brand Nokia which is displayed on tom cruise's phone in the movie Minority Report Covert Advertising - Advertising in Movies
  46. 46. Surrogate Advertising - Advertising Indirectly
  47. 47. Surrogate Advertising - Advertising Indirectly  Prominently seen in cases where advertising a particular product is banned by law  Advertisements for products like cigarettes or alcohol  Companies come up with products that have the same brand name to indirectly remind customers
  48. 48. Public Service Advertising – Advertising for Social Causes
  49. 49. Public Service Advertising - Advertising for Social Causes  Technique used to convey socially relevant messages about important matters and social causes  These include AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty, and so on.
  50. 50. Celebrity Advertising  Focuses upon using celebrity power, fame, money, popularity to gain recognition for products 
  51. 51. In-store Advertising  Popular advertising method for large malls and departmental stores  Also known as ‘point of purchase advertising’  Products are usually displayed prominently at checkout counters and packaged attractively  Banners inside the store announcing price cuts or new launches
  52. 52. Coffee Cup Advertising  Relatively new form of mass advertising  Placement of small ads on paper cups for coffees or onto the tabletops of the cafe
  53. 53. Digital Out of Home Advertising  New type of advertising gaining popularity and effectiveness  Essentially a systematic arrangement of media at different venues  LCD screens with customized software can be found in public locations like parks, subways, and gas stations
  54. 54. The Future of Advertising  Digital Signage  Smartphone Advertising  Niche Advertising  User-generated Advertising
  55. 55. Digital Signage  It is a cheap alternative to the costly excesses of television commercials  Done through the installation of LED or plasma screens in public places  Railway and subway stations, cafes, airports, retail stores, hotels, and many other similar locations
  56. 56. Smartphone Advertising  Smartphones offers to consumers a fertile ground for advertising  Games downloaded to mobile platforms display ads when connected to the internet  Available across a range of operating systems such as Android, iOS and Windows
  57. 57. Niche Advertising  Deals with targeting the selected group of customers with tailored ads  Companies are taking advantage of online blogs and websites  Potential customers are exposed to the ads whenever they search for related terms or log on to a particular site
  58. 58. User-generated Advertising
  59. 59. User-generated Advertising  Radically new form of advertising  Letting customers create their own ads for the brand  One of which is chosen as the brands official ad for a particular time period  User-generated ads are not cost prohibitive  Allow the company to generate a lot of publicity via word-of-mouth
  61. 61. Definition  Internet advertising  Uses the Internet to deliver promotional marketing messages to customers  large business and is growing rapidly.
  62. 62. Types of online advertisement
  63. 63. Display advertising  advertising message visually using text, logos, animations, videos, photographs, or other graphics
  64. 64. Pop Up advertisement A pop-up ad is displayed in a new web browser window that opens above a website visitor’s initial browser window.[
  65. 65. Pop-under Advertisement  30] A pop-under ad opens a new browser window under a website visitor’s initial browser window.
  66. 66. Floating Ads  A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website’s content.
  67. 67.  Email advertising is ad copy comprising an entire email or a portion of an email message
  68. 68. Online classified advertising
  69. 69. Adware  software that, once installed, automatically displays advertisements on a user’s computer
  70. 70. Social Media Advertisement • commercial promotion conducted through social media websites
  71. 71. Compensation method  CPM > cost per milli  CPC > cost per click  CPA or PPP> cost per action or pay per performance  Fixed Cost
  72. 72. Advantages of online advertisement
  73. 73. Cost  The low costs of electronic communication reduce the cost of displaying online advertisements  provides a low-cost means for advertisers
  74. 74. Measurability  collect data on their ads’ effectiveness  whether the advertisement resulted in a sale/visitor view
  75. 75. Coverage  Online advertising can reach nearly every global market, and online advertising influences offline sales
  76. 76. Speed  online ads can be deployed immediately  can modify or replace ad copy rapidly
  77. 77. Disadvantages of online advertisements
  78. 78. Privacy Concern  The collection of user information by publishers  Over half of all Google and Facebook users are concerned about their privacy
  79. 79. Spam  The Internet’s low cost of disseminating advertising contributes to spam
  80. 80.  Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices.  Subset of mobile marketing.  Most mobile advertising is targeted at mobile phones.  4.6 billion as of 2009.  Advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market  Mobile phones based on cellular backhaul or smartphones based on WiFi hot spot or WiMAX hot zone will also strengthen  In Japan today, already 44% of mobile phone owners click on ads they receive on their phones.
  82. 82.  “seventh mass media channel”  Two-way mobile media  Ideal for time- and location-sensitive advertising,  Advertising industry since the mid-2000s
  83. 83.  2007 was worth $2.2 billion.  Less than 0.5% of the approximately $450 billion global advertising industry
  84. 84. Viral marketing
  85. 85.  One recipient of an advertisement on mobile, will forward that to a friend.  This allows users to become part of the advertising experience.  At the bare minimum mobile ads with viral abilities can become powerful interactive campaigns.  At the extreme, they can become engagement marketing experiences.  Apha user
  86. 86. Types of mobile ads
  87. 87.  Mobile Web Banner  Mobile Web Poster  SMS advertising  MMS advertising,
  88. 88.  Advertising within mobile games and mobile videos, during mobile TV receipt  Audio advertisements  Audio recording played while interacting with a telephone-based service such as movie ticketing or directory assistance.
  89. 89. Effectiveness of mobile media ad campaign
  90. 90.  Click-through rates  Also sold to advertisers by views (Cost Per Impression) or by click-through (Cost Per Click).  Conversion rates, such as click-to-call rates  Other degrees of interactive measurement  Cost Per Install (CPI)  Where there the pricing model is based on the user installing an App on their mobile phone.  CPI Mobile Advertising Networks work either as incent or non-incent.  In the incent model the user is given virtual points or rewards to install the game or App.  Impressions (views)
  91. 91. Handsets display and corresponding ad images
  92. 92.  Screen size and supported technologies  For color images, formats such as PNG, JPEG, GIF and BMP along with the monochrome WBMP format.
  93. 93. Handset Approx Handset Screen Size (px W x H) Example Handsets Ad Unit Ad Size (pixels) X-Large 320 x 320 Palm Treo 700P, Nokia E70 X-Large 300 x 50 Large 240 x 320 Samsung MM-A900, LG VX- 8500 Chocolate, Sony Ericsson W910i Large 216 x 36 Medium 176 x 208 Motorola RAZR, LG VX-8000, Motorola ROKR E1 Medium 168 x 28 Small 128 x 160 Motorola V195 Small 120 x 20
  95. 95. Functions of advertising
  96. 96. To differentiate the product from their competitors
  97. 97. This creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products
  98. 98. Example  GARNIER FRUTICS (shampoo) the shampoo bottle have the different color from all other shampoo available in the shelf. The bottle of the shampoo is unique from all others.
  99. 99. Example  Apple laptops make them different from others as the WHITE color and logo of APPLE on back of the screen.
  100. 100. To communicate product information
  101. 101.  Product information communicated to the customers in manner that meets their information needs. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade.
  102. 102. Example  Ponds age miracle
  103. 103. To urge product used
  104. 104.  The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.
  105. 105. Example  Fair and lovely
  106. 106. Example  Neutrogena acne treatment cream
  107. 107. To expand the product distribution
  108. 108.  It is basically to provide the product all over market. It is necessary to make sure that product should be accessible to everyone. Availability of product effect the distribution.
  109. 109. Example  Wateen telecom and Motorola Partner
  110. 110. To increase brand preference and loyalty
  111. 111. Example 99% girls who are not married will not look at the ad of pampers or any milk powder for children but when they will get married their interest will automatically move towards such ad'
  112. 112. Brand loyalty
  113. 113.  Brand loyalty is a long-term customer preference for a particular product or service. Brand loyalty can be produced by factors such as customer satisfaction with the performance or price of a specific product or service, or through identifying with a brand image. It can be encouraged by advertising.
  114. 114. Example Colgate toothpaste
  115. 115. To reduce overall sales cost
  116. 116.  When a product is selling you have to teach the people about the product.  Like if we would advertise through newspapers, TV, broachers and internet, it would cater huge sum of masses and if you do individually it would be more costly and time consuming.
  117. 117. Example Coke
  118. 118. Creates new demands
  119. 119.  Advertising have to create new demands they should educate the people about more and more new things coming up in the market. Each year new products, including line extensions and new brands are introduced into groceries and drugstores.
  120. 120. Example Wateen telecom
  122. 122. DYSFUNCTIONS
  123. 123. How accurate is the advertising?
  124. 124. Misrepresentation
  125. 125. Unrealistic Expectations  Beauty and health products may also not live up to their promises, resulting in wasted consumer money.
  130. 130. False Images
  131. 131. Does it make us more materialistic?
  132. 132. Materialism promotion
  133. 133. Advertising Is for the Rich
  135. 135. CHEAP SLOGANS  O say orient- Pehli Chahat  Kashmir Premium Gold-Har Pal Mai Basa Pyar
  137. 137. What do you think is the biggest problem with advertising?
  138. 138. Objectification of Women  73% of advertisements are presenting women in a “decorative” manner
  139. 139. Continued…
  140. 140. Continued…  Focusing on female figures instead of product
  141. 141. Continued.. Effects of objectification on males:  Changes their views about women’s role in society
  142. 142. Continued… Effects of objectification on females  Distorting Women's Self Image  low self-esteem  depression  eating disorders
  143. 143. Result:  endless demand for new beauty products  weight-loss, fashion, and cosmetics industries, are among the largest and most profitable consumer industries
  144. 144. Underlying message  Important thing about themselves is the way they look  Their self-worth is dependent upon attention from men
  145. 145. THANK YOU!