ADVERTISEMENT - A CASE STUDY

1. ADVERTISING
PURNIMA CHHURIA
SUSMITA KALO
AERO PHILLISEETA KHALKHO
GAYATRI NAHAK

2. INTRODUCTION
Advertisement literally means “to turn peoples attention
towards a specific thing. “ it is a wider concept including
both the commercial and non–commercial awareness.
Advertising is a form of communicate intended to
persuade an audience (viewers, readers or listeners) to
purchase or take some action upon products, ideas, or
services. It includes the name of a product or service and
how that product or service could benefit the consumer,
to persuade a target market to purchase or to consume
that particular brand. These messages are usually paid
for by sponsors and viewed via various media.

3. DEFINATION
According to WELLER-Advertising
is any form of paid non-personal presentation
of ideas, goods, or services for the purpose of inducing
people to buy.
As per P.KOTLER-Advertising
is any paid form of non personal presentation
and promotion of ideas, goods or services by an identified
sponsor.

4. WHY ADVERTISEMENT?
 To differentiate the product from their competitors
 To communicate product information
 To urge product used
 To expand the product distribution
 To increase brand preference and loyalty
 To reduce overall sales cost
 To creates new demand

5. Types of
advertising
PRODUCT
INSTITUTIONAL
SURROGATE
COMPARATIVE
PUBLIC SERVICE

6. 5-M’s OF ADVERTISING
MISSION
MEASUREMENT
MONEY DECISIONS
MESSAGE MEDIA

7. MEDIAS USED IN ADVERTISING
RADIO
TELEVISION
CELLPHONES
NEWS PAPER
HORDINGS
COFFEE MUG
MAGAZINES BROCHEURES
PRESS MEET
ON LINE
BILL BOARD
IN STORE
WORD OF MOUTH

8. PLC and Advertising
INITIAL GROWTH
MATURITY DECLINE

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STRATEGIES
INVOLVED
IN
ADVERTISIG

10. INDIAN TELECOMMUNICATION
SECTOR

11. INDIAN TELECOM SECTOR
. The rapid growth in the telecom sector can be
attributed to the various pro-active and positive
policy measures taken by the government as well as
the dynamic and entrepreneurial spirit of the various
telecom service providers both in private and public .

12. THE KEY PLAYERS IN THE TELECOM
MARKET IN INDIA:
 BSNL
AIRTEL
VODAFONE
IDEA
RELIANCE
TATA INDICOM
AIRCEL
SPICE
MTNL

13. THE TELECOM BATTLE
VODAFONE VS AIRTEL

14. VODAFONE VS AIRTEL
 Both AIRTEL and VODAFONE has deep rooted
presence in the Indian Telecom Sector through their
wide product offerings and excellent distribution
network.
 AIRTEL and VODAFONE capitalized on innovative
ideas and came up with new advertisements that
pushed the brand value to heights.

15.  Now the fight has intensified onto the network
services market. Both Airtel and Vodafone have been
trying to get people to use their network for
everything from cricket commentary to horoscope
alerts. Morning prayer songs to dating advice is now
available. So the undergo competitive advertising
strategies.

19. LOGO
VODAFONE AIRTEL
The VO represents voice
and DA symbolizes
data.
New corporate logo of
vodafone: the quotient
within the circle
suggesting
conversation.
The new logo of airtel
depicts the symbol of
the letter A relating to
the tele-networking of
airtel.
It represents the
gathering waves to
connect people.

20. New Airtel India logo- or is it Voda-Video-
Tel now?
 The new logo of Airtel seems to have uncanny
resemblance to the likes of Vodafone, Videocon and
the mark faintly displays an uppercase D.

21. SWOT ANALYSIS
STRENGTHS
 Largest companies of India
 Brand name
 Financial stability
 Well defined organizational structure
 Innovative advertising
 Healthy distribution channel
 Focused on target market
 Media used

22. WEAKNESS
 Distribution channel is not accurately categorized.
 Premium priced products, hence can’t compete in
low price segment.
 No separate strategy for other market segments.
 Media used.
 Lengthy advertising.

23. OPPORTUNITIES
 Ample scope for gaining market share from the
unorganized sector. Other market penetration holds
vast potential to bring about growth.
 The company's financial performance can receive a
major boost from its cost reduction efforts.
 Advertisement media should be widened.

24. THREATS
 Heavy and growing competition
 Growing demands of consumers
 Governmental policies and schemes

25. Which ad captures your
imagination?

26. Do’S of advertising
 Control Budget
 Determining a reasonable level of expenditure.
 Use sales data to help in creating an advertising
budget
 Analyze competitors

27. Don’ts of Advertising
DON’T
 Make message lengthy
 Confuse customer
 Mislead consumers

28. ADVANTAGES
Manufacturers
&
Advertising
Increases and stabilizes the sales turn-over
Maintains the existing market and explores the
new
Controls product prices

29. Sales-force
&
Advertising
 Facilitates selling
 Reduces sales-man’s burden of job
Instills self confidence

30. Consumers
&
Advertising
 Driving –force in decision making
 Ensures better quality products at
reasonable prices
 Saves good deal of time

31. Society
&
Advertising
 Uplifts the living standard
 Generates gainful employment
opportunities
Provides new horizons of knowledge
 Upholds the culture of a nation

32. LIMITATION
 Limited capacity
 Rigid
 Unbelievable
 Conditional
 One way communication
 Mis -leading

33. CONCLUSION
Advertising is a crucial decision to be made by the
advertiser. Hence the advertiser should choose clear
message, good media and better mode in order to
rule in the mind and heart of the target customer.
“The best advertising is done by
satisfied customer”.

34. THANK
YOU