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Advertisement 105

  1. 1. Advertising
  3. 3. Adver tising A defin – ition liver ing a o f de oods c ess as, gTh e pro about ide sage s, throug tifiab h the lemes rvice iden an d se y an ia, p aid b med s pon sor.
  4. 4. a d · v e r · t is e ver b 1 : in f o r m , n o t if y 2 : t o c a ll p u b lic a t t e n t io n t oe s p . in o r d e r
  5. 5. History of Indian Advertising
  6. 6. Pre Independence• Press advertisements – largely imported goods which had reached Indian shores• First advertise published in “Bengal Gazette” on January 29, 1790
  7. 7. 1920 to1930’s• In 1922 first Indian advertisement agency started Alliance Advertising Association Ltd at Bombay• 1924 the Calcutta Publishing• 1925 the Central Publishing service• 1926 Mr. I.S. Talor set up the Publicity Society of India to exploit advertising possibilities on trams, kiosks and other outdoor media
  8. 8. 1930 to 1940• 1930 New India Publicity Co.• 1934 Mr. V. Sista, Sales and Publicity Service• 1937 Alpha Advertising Service• 1938 Lintas ans Press Syndicates Indian and Eastern Newspaper Society (IENS)
  9. 9. 1940 to1950• Watershed years for Indian advertising• Industrial revolution in the Nehruvian era• 1st survey of the rural market (Wood)• 1945 Advertising Agencies Association of India (AAAI)• Cinema advertising began• Kolkata gets the privilege of India’s first ad club• Leading ad agency - Press Syndicate• National created the Murphy baby
  10. 10. 1950 to1960• 1951 The Indian Society of Advertisers• 1958 The society of Advertising Practitioners• India’s first Advertising Convention (1960)• Advertising to to be Indian in thought and content• Shift to marketing orientation• Professionalisation within agencies• 1st Asian Advertising Congress at New Delhi• Research data generated
  11. 11. 1970’s• Media boom• Special magazines• 2nd Asian Advertising Congress at New Delhi• Lifestyle studies, positioning• Rural marketing
  12. 12. 1980’s• Indianisation of western advertising• Public sector advertising• Expansion and diversification of agencies• Aug 15th 1982 – Colour TV introduced• Radio commercials introduced• NRS III (National Readership Surveys) by IMRB• Colour Printing more popular
  13. 13. 2000 onwards• NRS VI• Mobile advertising start• Internationalization of domestic agencies• Net Advertising• The role of the advertising agency – changing to that of a marketing consultant
  14. 14. A few advertising legends ...
  15. 15. John Caples “Accept nothing as true about what works best in advertising until it has been scientifically tested.”1932 -John Caples
  16. 16. Claude Hopkins “Talk to the people who are going To buy your product. This is the first step in any successful campaign”1930 -Claude Hopkins
  17. 17. Leo Burnett“F ind thedrama.”
  18. 18. Bill Bernbach“Tell thes tory”
  19. 19. “The secret of all effective originality in advertising is not the creation ofnew and tricky words but one of putting familiar words and pictures, and pictures into new relationships.” -Leo Burnett
  20. 20. M DE A E T M NTW L OR N DV R ISE E OR D
  21. 21. KeyPoint s• Define advertising and explain its keycomponents• Discuss the roles and functions of advertisingwithin society and business• Identify the key players and their roles increating advertising• Explain the different types of advertising• S ummarize the characteristics of effectiveadvertising and explain why it is always goaldirected• Analyze the changes affecting the advertisingindustry
  22. 22. Defining M n A erising oder dv t• Paid persuasivecommunication• Uses nonpersonalmass media to reachbroad audiences• Connects an identifiedsponsor with a targetaudience
  23. 23. S ix Basic Components1. Paid2. Non-personal communication3. S ponsor is identified4. Using mass media5. Tries to persuade or influence6. Reaches large audience
  24. 24. Key Concepts of Advertising
  25. 25. St aegy rt• The logic and planning behind the ad that give itdirection and focus• Advertisers develop ads to meet objectives• Advertisers direct ads to identified audiences• Advertisers create messages that speak tothe audience’s concerns• Advertisers run ads in the most effective mediato reach the audience
  26. 26. Creative Idea• The central idea thatgrabs the consumer’sattention• Creativity drives theentire field ofAdvertising
  27. 27. Execution• Effective ads adhere to thehighest production values inthe industry• Clients demand the bestproduction the budget allows
  28. 28. Media• Communication channelsthat reach a broadaudience• How to deliver themessage is just asimportant as coming upwith the creative idea ofthe message
  29. 29. The Marketing Role Product CategoryTarget Marketing Marketing MixMarket Brand
  30. 30. The Economic RoleAdvertising decreases the likelihood that aconsumer will switch to an alternate productregardless of price Advertising is a means to objectively provide price-value information, creating a more rational economy
  31. 31. The S ocietal Role• Informs consumers aboutinnovations and issues• Mirrors fashion anddesign trends• Teaches consumers aboutnew products• Helps shape consumerself-image• Perpetuates self-expression
  32. 32. The Functions of Advertising• Buil a aeness ofpr s a Br nds ds w r oduct nd a• Cr t abr nd ima eaes a ge• Pr ides pr a br nd infor t ov oduct nd a maion• Per des peopl sua e• Pr ides incent es t t ke a ion ov iv o a ct• Pr ides br nd r ov a eminders• R ces pa pur ses a br nd exper einfor st cha nd a iences
  33. 33. Key Players: Advertiser• Uses advertising tosend out a messageabout its products• Initiates effort byidentifying a problemthat advertising cansolve• Approves audience,plan and budget• Hires the agency
  34. 34. KeyPl yer A eriser a s: dv t Biggest U.S . Advertisers in Terms of Categories1. Automotive 11. Direct-response companies2. Retail 12. Home-furnishings,3. Movies, media, and appliances, suppliesadvertising 13. Insurance and real estate4. Food, beverages, and 14. Computers, software,confectionery Internet5. Medicines and proprietary 15. Government, politics, andremedies organizations6. Financial services 16. Apparel7. Telecommunications 17. Beer, wine, and liquor8. Toiletries, cosmetics, and 18. Audio and video equipmentpersonal care and supplies9. Airline travel, hotels, and 19. S porting goods, toys, andresorts games10. Restaurants 20. Entertainment and events
  35. 35. Key Players: Media• Channels of communication that carry the messageto theAudience• Are also companies or huge conglomerates• Cost effective because the costs are spread over alarge number ofpeople
  36. 36. KeyPl yer Suppl a s: ier• Assist advertisers, agenciesand the media in creatingand placing the ads• Vendor services are oftencheaper than those in-house
  37. 37. Key Players: Target Audience• The desired audience for theadvertisingmessage• Data-gathering technology improvesaccuracy of information aboutcustomers• Advertisers must recognize the varioustarget audiences they are talking to andknow as much about them as possible
  39. 39. IMPORTANCE• Creating awareness• Increase sales• Brand identity & Brand image• Communicate a change• Increase the buzz value
  40. 40. What Makes an Ad Effective?2. If it creates an impression for a product or brand2. If it influences people to respond3. If it separates the product or brand from the competition
  41. 41. The Current Advertising S cene: Integrated Marketing Communication• Unifying allmarketingcommunication toolsso they send aconsistent, persuasiveMessage
  42. 42. The Current Advertising S cene: Globalization• Advertisers aremoving intoglobal markets• Agencies areforming hugemultinationaloperations
  43. 43. THANK YOU