Study material for Advertising

1. THE CONCEPT
OF
ADVERTISING
by
SHEEJA K S
ASSISTANT PROFESSOR
JOURNALISM
N.M.S.M. GOVT. COLLEGE
KALPETTA
kssheeja@gmail.com

2. MODULE I
 Definition
 What is advertising?
 Advertising is a message designed to
promote a product, service or an idea.
 The purpose of advertising is to sell the
product.

3. Meaning of Advertising
 The term advertising is derived from the original
Latin word “advertere”
 Ad – towards
 Vertere – to turn
 Every piece of advertising turns the attention of
the readers or the listeners or the viewers towards
a product or a service or an idea.
 Literally it means to turn the people’s attention to a
specific thing.

4. Definitions
* The most widely accepted
definition is given by
American Marketing
Association
Advertising is defined as any paid
form of non personal presentation
and promotion of ideas, goods or
services by an identified sponsor.

5. New Encyclopedia Britannica
Advertising is a form of communication intended
to promote the sale of the product or service to
influence public opinion, to gain political support
or to advance a particular cause

6. Definitions
 Advertising simply means a way of
communication that reaches all types of
sector.
 It provides information and creates awareness
among people relating to a product.

7. Purpose of Advertising
 Delivering the proper message to customers
 To convince customers that a company’s
services or products are best
 Enhance the image of company
 Demonstrate new uses for established
products to hold existing customers.

8. HISTORY OF ADVERTISING
six periods
 Ancient Times up to 5th Century
 5th to 8th Centuries
 9th to 15th Centuries
 16th and 17th Centuries
 18th and 19th Centuries
 20th Century – present

9. 1. Ancient Times
 Hammerbi – Babylon 2000B.C.
2000 B.C. - The EGYPTIANS invent outdoor
advertising carving public notices in steel
 Wall Signs
 On the walls of the tall buildings bear
important gathering places letter sign
advertisements, entertainments helped the
location of goods for sale

10. 5th to 8th Centuries
 475 -800 AD- Dark Age
 This is the period that starts with the down fall
of Roman Empire
 Commerce and trade routes were drastically
diminished
 It was furthered in the form of “Voice”
 Public barkers equipped with the horns and
bells for attracting the attention of the
consumers

11. 9th to 15th Centuries
 King Philip Augustus of Paris formed a union for
criers in 13th Century
 Criers developed a gimmick of free samples
 Printing originated in China and oldest book
printed 868 AD
 Johann Gutenberg invented movable types in
1438 in Mainz Germany Printed the Bible in 1456
 Printed posters, hand bills, signs pamphlets,
books and newspapers

12. 16th and 17th Centuries
 16th Century – newspapers were largest
among print
 1622 – the first newspaper started in England
 17th Century – newspapers were established
in England and advertising on a regular basis

13. 18th and 19th Centuries
 19th century marked by a new trend in Brand
Advertising
 Magazines popularized the brands
 Exhibitions and trade fares were stated

14. 20th century
 Inventions of Radio and Television
 Radio ruled the scene from 1922 to 1947
 Voice advertising
 Television took over 1948
 With the visual effects
 1950’s Television has been the powerful
means of advertising

15. Milestones
 A.D. 1472 – The first print ad is created in
ENGLAND the handbill announces the prayer
book for sale.
 1661 – The first product branding is developed for
dentifrice tooth gel.
 1835- Bill board ads in U S
 1892- direct marketing
 1905- first celebrity in ads- US comic actor in
silent films Fatty Arbuckle for Murad cigarettes

16. Milestones
 1917 – American Association of Advertising
Agencies started
 1920- world’s first commercial radio station
founded by Frank Conrad in Pittsburg
 1941- first official TV commercial runs for
Boluva Watch
 1950 – first political TV ad airs for Governor
Dewey of NewYork

17. Milestones
 1957 – the birth of first longest TV jingle
 1984- Most expensive ad Apple

18. History of Advertising in India
 1780 – first Ad appears in first Newspaper in India
i.e., Hicky’s Bengal Gazette
 1838 – classified ads first appeared in Bombay
times and Journal of commerce
 Which later became the Times of India
 1883- ads appear in newspapers in the form of
lists of the latest merchandise from England
 1883- horlicks becomes the first malted milk to be
patented

19. 1905
 B. Dattaram and Co. oldest existing Indian Agency in Bombay
 1907 it released the first ever press ad for West End Watch Co.,
Mumbay
 1912- ITC launches GOLD Flake
 1920- the banner ad was put on trams
 1926- foreign ad agencies
 L.A. Stronach is one of the foreign advertising angency in India
 D.J. Keymer – Sathyajith Ray worked here as an illustrator
 1941- Leela Chitnis the first Indian film actress to endorse Lux soap
 1941- Hindustan Thompson Associated makes India specific Horlicks ads
 1945 – India’s first colour ad for Ramtirth Brahmi by Dattaram

20. 1929
 J Walter Thompson Co. Pr. Ltd
 - General Motors
 - EJ Feildon was chief executive
 Subhash Ghoshal was the first Indian to lead
JWT

21. Indian agencies
 1934- Venkatrao Sista opens Sista
Advertising and Publicity services – the first
full service Indian agency
 1939 – Lever’s advertising department
LINTAS (Lever’s International Advertising
service ) launches Dalda a brand and a
marketiong campaign specifically developed
for India

22. 1950’s
 Burmah Shell propagated kerosene by
advertising on Vans
 1956- Cinema Advertising began with two
minute films
 1956- Kolkatta gets the privilege of India’s first
ad club
 1957 – government launches Vividh Bharati
 Leading ad Agency- Press Syndicate

23. Firsts by Dattaram
 1958- soliciting ad
 1959- first agency to spearhead a movement
to route public sector ads only through wholly
owned Indian agencies
 1963- election promotion
 1965 – first agency to be awarded work for All
India Congress Committee Conference

24. 1951-53
 Vicks VapoRub : its entry in balm market
 Hindustan Thompson Associates limited
made the iconic Air India’s Maharaja
campaign

25. 1967
 First commercial appears on Vividh Bharati
 Later sponsored programmes like
 Binaca Geet Mala
 Saridon Ke Saathi
 Bournvita Quiz Contest became very popular

26. 1978 - 85
 First television commercial seen
 It was a still photo of Topaz blades
 The first ad film was for Vichitra Sarees
 1980 Mudra Communication network set up by
A.G Krishnamurthy
 Eg: only vimal, I love you Rasna , Mint with a hole
 1983 Mudra sponsors first commercial telecast of
a major sporting event with the India – West
Indies Series.

27.  1982- Asiad – Colour transmission of
Television
 Bombay Dyeing the first colour TV Ad.
 1983- Humlog sponsored by Maggi noodles
 1984- Vicco sponsored Yehjo hai zindagi
 1993- first advertising school MICA ( Mudra
Institute of Communications Ahamedabad)

28. Importance of Advertising
 Target oriented
 For the marketing
 Consumer
awareness
 Creativity and
innovation
 For the society
 For the customer
 For selling

29. Former U S President Roosewelt
says
“ Advertising brings to the
greatest number of people actual
knowledge concerning useful
things: it is essentially a form of
education and the progress of
civilization depends on
education”

30. Importance of advertising to
customers
 Advertising not only benefits the producers
and traders but benefits the customer as well.
Advertising provides awareness of the
existence of the product to the customer.

31. Important for the customers
 Advertisements plays very vital role in life of
customers
 Customers buy the product only after they are
made aware of the products
 Advertising helps customer to find the best
products for themselves

32. Important for marketing
 Advertising performs in marketing
 Advertising’s role through various media , to
inform the public about products and services
 Advertising helps increasing sales
 Example: Beauty Products
 Home Appliances
 Automobile

33. Important for the society
 To inform people
 Increases knowledge
 Aware about what is good or bad
 Deals with the social issues which are happening in our
surrounding
 Example : Girl child killing
 Child labour
 Liquor consumption
 Women exploitation
 Women empowerment
 Smoking etc.

34. Support to Press
 Revenue to the publishers and magazines
 To increase the circulation of their publication
by selling them at lower rates
 Revenue for TV networks
 Example: ZEE TV Sony, Doordarshan

35. Important for education
 To know about new products in market
 Education fields
 Entertainment

36. Importance of Promotion
 George Felton says” the Primary objective of
advertising is to get the word out that your
have something exciting to offer”
 Informing and persuading the people
 Example: Big Bazar

37. Module II

38. Types of Media
 Print Media
 Outdoor or Mural Media
 Broadcast Media
 Direct mail Advertising
 Novelties Advertising
 Dealer Aids
 Promotional Advertising
 Miscellaneous Media

39. Print Media
 Written advertising that may be included in the
form of newspapers and magazines. They are
among the oldest and most effective types of
advertising

40. Newspaper Advertising
 Newspaper contains news, opinions, service
information, entertainment messages and
public materials
 Daily newspapers contain two types of ads
 1. Classified ads
 2. Display ads.

41. Advantages of NP ads
 Large readership and high level of reader
involvement
 Geographical selectivity
 The cost is relatively low
 Timely impact

42. Disadvantages of NP Ads
 Short life
 Black and white ( although many papers are
changing to clour format)
 Where people are still illiterate

43. Magazine advertising
 Magazines contains articles and news of
current interest
 Different types of magazines are published for
different types of customers
 Magazines may be general nature , home and
fashion magazines, specialized magazines,
women magazines etc.

44. Magazine advertising
 Classified as
 Local, regional or national
 Weekly, monthly and quarterly
 Consumer or business (trade)

45. Advantages of Magazines
Ads
 Longer life span
 Print quality is good
 Selective in approach
 People keep magazines longer than
newspapers
 Offer a variety of presentation formats

46. Disadvantages
 Less mass appeal within a geographical area
 More expensive
 Deadlines make them less timely

47. Outdoor Advertising
 It is seen when people are out of doors
 Purchased from outdoor advertising
companies in standard sizes
 Are placed highly traveled roads and
freeways where there is high visibility

48. Outdoor advertising
 Posters – Pre–printed sheets put up like
wallpaper on outdoor billboards
 Painted Displays or Metal Displays
 - these can be displayed for a very long time.
They can bear climate effect
 Wall painting- wall paintings are found in
cities, towns and even villages. The surface
can be hired.

49. Electric light signs
 Sign board illuminated by electricity can be
seen in large numbers in cities. They can be
presented with attractive letters and coloured
bulbs
 Neon signs- Advertisement is also presented
with brilliantly tubes in various shades

50. Travelling Displays – it is also
known as transit advertising.
Van advertising- displays can be
made on the front, sides and
backs of vehicles and vans

51. Banners- banners are made of
cloths and words are written in
colours
Railway stations- the passengers
have to wait on railway stations
for a long period of time . Hence
they have opportunity to read
these posters

52. Sky writing – message can be
written on balloons which are
floated in the air.

53. Advantages of outdoor ads
 Highly visible and relatively inexpensive
 24 – hour a day message and located to
reach specific target markets

54. Disadvantages of outdoor ads
 Effectiveness cannot be measured easily
 Posters and hoardings disturb the attention of
riders on the road.

55. Broadcast Media
 Includes r radio television cinema etc.
 Radio
 Radio reaches 90% of people which makes it
very effective
 Best times are drive times – morning and late
afternoon/ early evening

56. Television advertising
 Communicates with sound, action, light ,
motion and clour
 Prime time is between 8 and 11 p.m.
 It appealing to large companies with
widespread distribution

57. Advertising films
 Commercial films are produced to publicize
the product with a story
 These are shown when the audience is eager
to see the main picture

58. Direct mail advertising
 Way of sending sales messages directly to
the customers
 - sent to a home or business
 - electronic mail
 It is a direct response advertising
 Post cards are used to carry brief messages
about product

59. Internet advertising
 Placing advertising messages on the internet.

60. Importance of media selection
 For selecting appropriate media different
media are compared on the basis of :
 Cost per viewer
 Cost per reader
 Media image
 Features of target audience
 Media match the message
 Availability of media

61. Media Mix
 If the advertiser feels that no single media is
sufficient in itself in achieving advertising
objectives then different media can be used
in combination and their optimum mix is
decided by the advertiser

62. Media mix are intend to selecting
the proper blend of media for
advertisements
 The increased impact of using two or more
media is called media multiplier effect which
means the combined impact of using two or
more media

63. Selecting the right media
 Objective of the advertisement
 Nature of the product
 Nature and size of the market
 Type of audience
 Type of selling Unit
 Requirements of messages
 Time and place of buying decision
 Cost of media
 Frequency of advertising
 Characteristics of media
 Media used by competitors
 Image and popularity of Media
 Promotional aids offered by media

64. Choices of advertising media
 TV
 Radio
 Outdoor
 Magazine
 Newspapers
 Internet
 Direct mail
 Alternative media

65. Television
Advantages
 High reach
 High frequency
potential
 Low cost per contact
 High institutional value
 Quality creative
opportunities
disadvantages
 Greater clutter
 Low recall due to
clutter
 Channel surfing during
commercial
 Short amount of copy
 High cost per ad

66. Radio
disadvantage
 Short exposure time
 Low attention
 Few chances to reach
national audiences
 Information overload
advantage
 Recall promoted
 Narrower target market
 Ad music
 High segmentation
potential
 Flexibility in making new
ads
 Able to modify ads with
local condition

67. Outdoor ad
advantage
 Able to select key
geographic areas
 Accessible for local ad
 Low cost per impression
 Broad reach
 High frequency
 Large and spectacular
Disadvantage
 Short exposure time
 Brief message
 Little segmentation
possible
 Cluttered travel
routes

68. internet
advantages
 Creative possibilities
 Short lead time
 Simplicity of
segmentation
 High audience interest
 Easier to measure the
response
disadvantage
 Difficult procedure to
place ads and buy time
 Only the computer
owner
 Short life span
 Hard to retain interest
of surfers

69. Newspaper and magazine
advantage
 High flexibility
 High credibility
 Strong audience
interest
 Coupons and special
response feature
disadvantage
 Short life span
 Internet competition
with classified ads
 Poor buying
procedure

70. THANK YOU