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Evaluation of advertisement

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Evaluation of advertisement

  1. 1. EVERY ADVERTISEMENT MUST TELL THE WHOLE STORY, BECAUSE THE PUBLIC DOES NOT READ THE ADVERTISEMENT IN SERIES 1
  2. 2. ASHISH KUMAR Ӏ ROLL NO. 13 GASNA M H Ӏ ROLL NO. 21 2
  3. 3. PRESENTATION OVERVIEW Introduction | Key terms | Advertising | Functions of Advertising | Media commonly used in Advertising | Evaluation of Advertisement | Evaluation of Print Ad | Evaluation of Digital Ad | Conclusion | Discussion | References | 3
  4. 4. INTRODUCTION Advertisement • An important means to: Inform and influence potential customers, of products & services. • One of the components of promotion. • Promotion is an important elements in the Marketing Mix. 4
  5. 5. Key Words Marketing | Marketing mix | 4Ps | 5Ps | 7Ps | Promotion | Advertisement | 5
  6. 6. Marketing “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large”. – American Marketing Association[AMA] 6
  7. 7. Marketing Mix is a major concepts in modern marketing and includes everything that the marketer uses to create a blend that would influence the demand for its products or services. It is the Components or Elements uses to attract the potential customer and for sales promotion. • 4Ps: introduced by E Jerome McCarthy – Product, Price, Place, Promotion • 5Ps: – Product, Price, Place, Promotion, People • 7Ps: – Product, Price, Place, Promotion, People, Physical Environment, Process Marketing Mix 7
  8. 8. Promotion –An important element of marketing mix –Includes one or more of; • Direct Marketing • Personal Selling • Advertisements • Sales promotion • Publicity • Interactive or Internet marketing 8
  9. 9. Advertising According to the American Market Association, •“Advertising is any paid form of non- personal presentation and promotion of ideas, goods and services by an identified sponsor”. • Advertising is essentially a form of communication and its basic responsibility is to deliver desired information to the targeted audience. 9
  10. 10. Functions of Advertising • To communicate product information • To urge product used • To expand the product distribution • To increase brand preference and loyalty • To reduce overall sales cost • Creates new demand 10
  11. 11. Media commonly used in Advertising • Print media ̶ News Paper, Periodicals • Digital media ̶ Radio, T V, Cinema & Outdoor • Others media ̶ Direct Mail, Exhibition, Point- of-sale display aids, Print & Sales Literature 11
  12. 12. Evaluation of Advertisement Print media • Certain widely accepted criteria: – Headline – Creativity – Tagline / Motto – Body – Visual elements/ illustration/ Appeal – Layout – Unique selling proposition – Message –Ability to catch and retain readers attention – Simplicity – Clarity of the Message – Sales creation power 12
  13. 13. 13
  14. 14. Evaluation of Print ad • Caption – Extremely catchy • Creativity – Excellent, Strong Picturisation • Simple Layout • Reinforcement – Pencils matching with true natural colors • Product is displayed in the advert • Ad clearly shows what it wants to convey • Visual elements portrayed – very strong • The USP is the message of the Ad – “ True Color Pencils” 14
  15. 15. Evaluation of digital ad • Some widely accepted evaluation criteria: – Unique Selling Proposition (USP) – Dramatization – Efficiency in usage of time slot – Message conveyed – Simplicity – Jingle/ background score – Initial attention grabbing element- first mental image of the advertisement – Lasting impression – Retention 15
  16. 16. Evaluation of Digital ad [contd..] • Water Sealant product • National reach • Satirical representation of father and son relationship • The USP of the advertisement is ̶ “ just one falling drop of water can change your luck” • Very well dramatized • Very efficiently used the time slot • Ad Message conveyed and gets registered in viewers mind and product too. 16
  17. 17. Evaluation of Digital ad [contd..] • No catchy jingle • Background music is divided into three • Lack of initial attention grabbing element • Sequence followed ̶ serious, confusing, tensed and lastly known to audience • Leaves a lasting impression • Very poor script • No connection of the Ad with the product retention 17
  18. 18. Conclusion 18
  19. 19. Discussion 19
  20. 20. References • Advertising by Frank Jefkin, Daniel Yadin. • Advertising & Sales Promotion by S H H Kazmi and Satish K Batra • Advertising Management by Manendra Mohan • www.bestadsontv.com • www.youtube.com • http://www.indiatvnews.com/business/india/20- creative-and-clever-print-ads-7192.html • bladenomics.wordpress.com/2010/02/20/top- ten-Indian-commercials/ 20

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