1. What is Advertising
By
Pranav Kumar Ojha
MBA 2nd Semester
MONIRBA
University of Allahabad

2. Advertising –Definitions
The process of delivering a
message about ideas, goods and
services, through the media, paid
by an identifiable sponsor.
Advertising is the way by which
companies tell us about the products
and brands.

3. Advertising –Definitions continued….
According to American
Marketing Association:
“Advertising is any paid
form of non-personal
presentation and
promotion of
ideas, goods and services
by an identified sponsor.”

4. Advertising –Definitions cont….
Advertising is a form of communication
that typically attempts to persuade
potential customers to purchase or to
consume more of a particular brand of
product or service.

5. Advertising includes the
name of a product or
service and how that
product or service could
benefit the consumer, to
persuade potential
customers to purchase or to
consume that particular
BRAND.
Modern advertising
developed with the rise of
mass production in the late
19th and early 20th
centuries.

6. History
Egyptians used papyrus
to make sales messages
and wall posters.
 Commercial messages
and political campaign
displays have been found
in the ruins of Pompeii
and ancient Arabia.

7. History Continued……
• As the economy expanded
during the 19th
century, advertising grew
alongside.
• In June 1836, French
newspaper La Presse was the
first to include paid
advertising in its pages.
• Around 1840, Volney Palmer
established a predecessor to
advertising agencies in
Boston.

8. A few advertising legends

9. John Caples
“Accept nothing as true about
what works best in advertising
until it has been scientifically
tested.”
1932 -John Caples

10. Claude C. Hopkins
“Talk to the people who are
going To buy your product. This
is the first step in any successful
campaign”
1930 -Claude C. Hopkins

11. Leo Burnett
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,
into new relationships.”
-Leo Burnett
“Find the drama.”

12. Bill Bernbach
“Tell the story”

13. Prahlad Kakkar
Prahlad Kakkar (born 24
March 1950 in Mumbai) is a
leading Indian ad film
director, best known for his
work on the famous Pepsi TV
commercial with Amitabh
Bachchan and Sachin
Tendulkar.
 He is the founder and main
director for Genesis Film
Productions, one of India’s
leading production
houses, established in 1977.

14. Advertising Planning Framework:
MESSAGE DECISION:
•Message
strategy
•Message
OBJECTIVE SETTING: BUDGET DECISION: execution
•Affordable CAMPAIGN
•Communication Approach EVALUATION
Objective •Percent of sales
•Sales Objective •Competitive parity •Communication
•Objective & task impact
•Sales impact
MEDIA DECISION:
Reach ,frequency,
impact, timing,
media vehicles or
types

15. Step:1
 The advertising objectives must be stated clearly in a precise and
measurable terms.
 The objectives stated clearly and precisely enable the advertiser to
measure the extent up to which the objectives have been met or
achieved.
 The advertising objectives can be “sales oriented” or
“communication oriented”.
 Although the long term objective of each ad is to have an increase in
sales, all ad campaigns are not designed with this specific objective.
 Some ad campaigns may focus on increasing the awareness about
the product or service, changing the attitude, informing the new
product etc.

16. Step:2: setting the advertising budget
Methods:
Affordable approach
Percentage of sales method
Competitive parity method
Objective & task method

17. Step:3: Creating advertising message
 Just to gain and hold
attention, advertising messages must be
better planned, more imaginative, more
entertaining and more rewarding to
consumers.
 “creativity plays an important role in
developing effective message.”
 A creative strategy focus on what the
advertising message says or
communicate and guides the
development of all messages used in the
advertising campaign.

18. Step:4: Media planning:
A media planner needs to answer the
following question:
 Which audiences do we want to
reach?
 When & how to reach them?
 Where to reach them?
 How many people should be
reached?
 How often do we need to reach
them?
 What will it cost to reach them.

19. Step:5:Evaluating the effectiveness of
advertisements:
 The advertising program should evaluate both the
communication effect and the sales effect of advertising
regularly.
 Measuring the communication effects of an
advertisement-copy testing- tells whether the ad is
communicating well.
 The sales effect of advertising are often harder to
measure than the communication effect because sales
are effected by many factors besides advertising- such
as product features, price and availability.

20. TYPES OF` ADVERTISING
BACED ON DIFFERENT MEDIUM

21. Covert advertising
Covert advertising is presently a hot trend in
promoting products and services.
 It embeds a product or brand in
entertainment and media and uses undercover
tactics turning ordinary entertainment into an
extended ad.
Examples.

23. Hayabusa - In
Dhoom, John
Abraham
uses Hayabusa in the
movie as a thief,
from that time only
many of Indians
came to know about
that bike.

25. •Domino’s is known as
much for the quality of its
pizzas, as for its promise
of “delivery within 30
minutes or free”.
• Paresh Rawal—who is
also the Domino’s brand
ambassador—was seen in
the movie happily
munching on a Domino’s
pizza.

27. Ta Ra Rum Pum insisted on special
close-ups and zooms for their brands.
As a result we get a good dose of
Castrol, Goodyear and Chevrolet
periodically

28. TYPES OF` ADVERTISING
BACED ON DIFFERENT MEDIUM

29. Some other points related to
Advertising
• Advertising by Celebrities.
• Advertising by Mobile Phone.
• Classified Advertising .
• Un paid Advertising.
• Advertising Agency.

30. Advertising Agency
The American Association
of Advertising Agency
(AAAA) defines an
advertising agency as “ an
independent organization
of creative people and
business people who
specialize in developing
and preparing advertising
plans, advertisements
and other promotional
tools.”

31. India’s 10 leading advertisers by media spend:
 Hindustan Unilever($376 m)
 Paras Pharmaceuticals ($120 m)
 Procter & Gamble ($114 m)
 Coca-Cola company ($95 m)
 Godrej industries ($80m)
 Colgate-palmolive ($67 m)
 Pepsico ($62 m)
 Nirma chemicals ($52 m)
 Nestle ($50 m)
 Dabur India ($49 m)

32. India’s 10 leading advertising companies.
 Ogilvy & mather
 J walter Thompson India
 Mudra Communivation Pvt Ltd
 FCB Ulka advertising Ltd.
 Rediffusion- DY&R
 Erickson India Ltd.
 RK Swamy/BBDO advertising Ltd.
 Grey worldwide(I) Pvt. Ltd.
 LEO Burnett India Pvt Ltd.
 Contract advertising India Ltd.

33. Conclusion
(Key to good advertising)
 The most important step lies in deciding
what your advertising should say and to
whom it should say it.
 All you need to do is to decide who buys
and uses your products and why.

34. By
Pranav Kumar Ojha
MBA 2nd semester
MONIRBA
University of Allahabad
Allahabad
Pranav.ojha1@gmail.com
(+91)9235189858

36. Television
• The TV commercial is
generally considered the
most effective mass-
market advertising format.
• The average cost of a
single thirty-second TV
spot during the annual
Super Bowl football game
in the United States has
reached US$3 million (as
of 2009).

37. Press advertising
• Press advertising describes
advertising in a printed
medium such as a
newspaper, magazine, or trade
journal.
• This encompasses everything
from media with a very broad
readership base, such as a
major national newspaper or
magazine, to more narrowly
targeted media such as local
newspapers and trade journals
on very specialized topics.

38. Online advertising
• Online advertising is a form
of promotion that uses the
Internet and World Wide
Web for the expressed
purpose of delivering
marketing messages to
attract customers.
• Examples of online
advertising include
contextual ads that appear
on search engine results
pages, banner ads

39. MOBILE BILLBOARD ADVERTISING
• Mobile billboards are generally
vehicle mounted billboards or
digital screens.
• These can be on dedicated
vehicles built solely for carrying
advertisements along routes
preselected by clients.
•They can also be
specially-equipped
cargo trucks or, in
some cases, large
banners strewn from
planes.

40. Advertising by Celebrities.
• This type of advertising focuses
upon using celebrity power fame
and popularity to gain recognition
and promotion of their product.
• Advertisers often advertise in
which celebrities share their
favorite products or wear clothes by
specific brands or designers.
• Celebrities are often involved in
advertising campaigns such as
television or print adverts to
advertise specific or general
products.

41. Classified Advertising
• Classified advertising is a form
of advertising which is
particularly common in
newspapers, online and other
periodicals.
• Example- Free ads papers or
Pennysavers.
• Classified advertising differs
from standard advertising or
business models in that it
allows private individuals (not
simply companies or corporate
entities) to solicit sales for
products and services.

42. Advergames
• Advergaming is the practice of using video
games to advertise a product, organization or
viewpoint.

43. Mobile Advertising
Advanced mobile ads include -
Banner ads.
 Coupons.
 Multimedia Messaging
Service picture .
Video messages.
 Advergames and
 Various engagement
marketing campaigns.

44. Un paid Advertising
• Unpaid advertising (also called "publicity advertising"), can provide
good exposure at minimal cost.
• Personal recommendations ("bring a friend", "sell it")
• Spreading buzz.
• Achieving the feat of equating a brand with a common noun (in
the United States, "Xerox" = "photocopier", "Kleenex" =
tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum
cleaner, "Nintendo" (often used by those exposed to many video
games) = video games, and "Band-Aid" = adhesive bandage) —
these can be seen as the pinnacle of any advertising campaign.
• Equating a brand with a common noun also risks turning that
brand into a genericized trademark - turning it into a generic term
which means that its legal protection as a trademark is lost.

45. In-store advertising
• In-store advertising
is any
advertisement
placed in a retail
store.
• It includes
placement of a
product in visible
locations in a store.

46. Infomercials
• An infomercial is a long-format
television commercial, typically five
minutes or longer.
• The main objective in an infomercial is
to create an impulse purchase, so that
the consumer sees the presentation
and then immediately buys the product
through the advertised toll-free
telephone number or website.
• Infomercials describe, display, and
often demonstrate products and their
features, and commonly have
testimonials from consumers and
industry professionals.

47. Radio advertising
• Radio advertisements are
broadcasted as radio waves to
the air from a transmitter to an
antenna.
• Airtime is purchased from a
station or network in exchange
for airing the commercials.
• While radio has the obvious
limitation of being restricted to
sound, proponents of radio
advertising often cite this as an
advantage.

48. Buzz
• Make a buzzing sound
• "Planes buzzed the crowds in the square“
• Call with a buzzer