Definition


““Any paid form of non-personal presentation and
promotion of ideas, goods and services through mass
media s...
History
4000 BC


Street callers, town cries



Papyrus – Egypt, Greece, Rome



Rock art, Wall paintings - Asia, Afric...
Pictures of ancient ad
Functions of Advertising


Inform function



Persuasive Function



Convincing Function



Reminder Function



Rein...
Advertising Planning
 What

do i want my advertising to
accomplish?

 Whom

 What

should my advertising speak to?

sho...
5 M’s of advertising
Money

Measure
ment

Media

5
M‟s

Mission

Message
Advantages of Advertising


Generate sales



Increases brand awareness



Sharing information, educating people



He...


Costly Functions



Increases the cost of the commodity



Misleading claims



Disturbing ethics and culture



Es...
Medias used in Advertising


Print Advertising



Guerrilla Advertising



Broadcast Advertising



Outdoor Advertisin...
Shock
Advertising
Surrogate
Advertising
Shock Advertising


Shock advertising or Shockvertising is a type
of advertising generally regarded as one that
“delibera...
Features


Huge Impact On Consumer Purchases



Brand Image: This Impact May Be Positive Or Negative



Shock advertisi...
Pics
Surrogate Advertising: Softly
promoting hard products


Surrogate advertising of products is done by
promoting other prod...
Advertising Campaign


A coordinated series of linked advertisements with
a single idea or theme.



Broadcast through s...
Bubbles — the Pears' Soap
Advertising Innovation
19th century


Thomas Barratt- "the father of modern
advertising



"fi...
LUX – 20th
century


Celebrity
endorsement



Calendar's



Cash Prices



“soft, youthful,
lovely, feminine”
Coca cola Advertising
Campaign
London Olympics

Public Service Initiative
Conclusion


Attracting customers



Builds brand loyalty



Build sales



Improving the Bottom Line
Thank you ! 
Advertising
Advertising
Advertising
Advertising
Advertising
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Advertising

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  • Convince, remind, reinforce Inform, persuade, convince, remind, reinforce.-----
  • Pepsi: oyebubly, asian paints badyahaiAlphelebr: lagerahoIMC
  • Guerrilla Advertising : flash mobs, grafiti low cost , to attract attention of a mixed group of peopleThomas Barratt- "the father of modern advertising
  • Advertising

    1. 1. Definition  ““Any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor” ------- Philip Kotler  Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action ------- Wikipedia
    2. 2. History 4000 BC  Street callers, town cries  Papyrus – Egypt, Greece, Rome  Rock art, Wall paintings - Asia, Africa, and South America  Handbills and posters – plays, recruitment for military
    3. 3. Pictures of ancient ad
    4. 4. Functions of Advertising  Inform function  Persuasive Function  Convincing Function  Reminder Function  Reinforcing Function
    5. 5. Advertising Planning  What do i want my advertising to accomplish?  Whom  What should my advertising speak to? should my advertising say?  Where should I place my advertising?
    6. 6. 5 M’s of advertising Money Measure ment Media 5 M‟s Mission Message
    7. 7. Advantages of Advertising  Generate sales  Increases brand awareness  Sharing information, educating people  Helps create goodwill  Knowledge of competitors  Cost effective method to communicate to mass audience
    8. 8.  Costly Functions  Increases the cost of the commodity  Misleading claims  Disturbing ethics and culture  Establish Monopoly- Small industries suffer  Influences purchasing power/Creating unrequited desire  Misuse of advertising
    9. 9. Medias used in Advertising  Print Advertising  Guerrilla Advertising  Broadcast Advertising  Outdoor Advertising  Direct Advertising  Cell phone and Mobile Advertising  Online Advertising
    10. 10. Shock Advertising Surrogate Advertising
    11. 11. Shock Advertising  Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.”  They include lewd or tasteless sexual references or obscenity, vulgarity, brutality, nudity, gruesome or revolting scenes, or violence
    12. 12. Features  Huge Impact On Consumer Purchases  Brand Image: This Impact May Be Positive Or Negative  Shock advertising is not for everybody.  Shock advertising creates curiosity  Brands And Government Organizations Are Using Shock  Advertisements In India      Axe Zatak Denver Deo Amul Macho Cancer Society Of India Etc
    13. 13. Pics
    14. 14. Surrogate Advertising: Softly promoting hard products  Surrogate advertising of products is done by promoting other products under the umbrella of the original brand.  It includes promotional products like audio Cds, Cassettes, Apparels etc.  Bagpiper : Club soda Imperial Blue : Music CD's 'Men will be men„ Royal Challenge : Golf accessories, music CD's and mineral water.  
    15. 15. Advertising Campaign  A coordinated series of linked advertisements with a single idea or theme.  Broadcast through several media channels.  It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population.  Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.
    16. 16. Bubbles — the Pears' Soap Advertising Innovation 19th century  Thomas Barratt- "the father of modern advertising  "fine art" used to connote the brand's quality, purity (ie untainted by commercialism) and simplicity (cherubic children).  ""Good morning. Have you used Pears' soap?"  Pears Annual  "Miss Pears“
    17. 17. LUX – 20th century  Celebrity endorsement  Calendar's  Cash Prices  “soft, youthful, lovely, feminine”
    18. 18. Coca cola Advertising Campaign London Olympics Public Service Initiative
    19. 19. Conclusion  Attracting customers  Builds brand loyalty  Build sales  Improving the Bottom Line
    20. 20. Thank you ! 

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