Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

1. ADVERTISING ON INTERNET

2. • Advertising is a marketing tactic involving paying for space to
promote a product, service, or cause.
• The actual promotional messages are called advertisements, or ads
for short.
• The goal of advertising is to reach people most likely to be willing to
pay for a company's products or services and entice them to buy.
WHAT IS ADVERTISING?

3. Objectives Of Advertising
Brand Building
Sales Growth
Demand
Creation
Brand
Engagement
Increase in
Customer Base
Behaviour /
Attitude Change

4. Importance Of Advertising
CUSTOMERS • CONVENIENCE: Targeted informative advertisements make
the customer’s decision making process easier as they get
to know what suits their requirements and budget.
• AWARENESS: Advertising educates the customers about
different products available in the market and their
features. This knowledge helps customers compare
different products and choose the best product for them.
• BETTER QUALITY: Only brands advertise themselves and
their products. There are no advertisements for unbranded
products. This ensures better quality to the customers as no
brand wants to waste money on false advertising.

5. Importance Of Advertising
BUSINESS
• AWARENESS: Advertising increases the brand and product
awareness among the people belonging to the target market.
• BRAND IMAGE: Clever advertising helps the business to form
the desired brand image and brand personality in the minds of
the customers.
• PRODUCT DIFFERENTIATION: Advertising helps the business
to differentiate its product from those of competitors’ and
communicate its features and advantages to the target
audience.
• INCREASES GOODWILL: Advertising reiterates brand vision
and increases the goodwill of the brand among its customers.
• VALUE FOR MONEY: Advertising delivers the message to a
wide audience and tends to be value for money when
compared to other elements of the promotion mix.

6. Advantages Of Advertising
• REDUCES PER-UNIT COST: The wide appeal of
advertisements increases the demand for the
product which benefits the organization as it
capitalizes on the economies of scale.
• HELPS IN BRAND BUILDING: Advertisements
work effectively in brand building. Brands who
advertise are preferred over those which
doesn’t.
• HELPS IN LAUNCHING NEW PRODUCT:
Launching a new product is easy when it is
backed by an advertisement.
• BOOSTS UP EXISTING CUSTOMERS’
CONFIDENCE IN THE BRAND: Advertisements
boosts up existing customers’ confidence in the
brand as they get a feeling of pride when they
see an advertisement of the product or the
brand they use.
• HELPS IN REDUCING CUSTOMER TURNOVER:
Strategic advertisements for new offers and
better service helps reduce customer turnover.
• ATTRACTS NEW CUSTOMERS: Attractive
advertisements help the brand in gaining new
customers and expanding the business.
• EDUCATES THE CUSTOMERS: Advertisements
inform the customers about different products
existing in the market and also educates them in
what they should look for in an apt product.

7. Disadvantages Of Advertising
• INCREASES THE COSTS: Advertising is
an expense to the business and is
added to the cost of the product. This
cost is eventually borne by the end
consumer.
• CONFUSES THE BUYER: Too many
advertisements with similar claims
often confuses the buyer in what to buy
and should he buy the product or not.
• IS SOMETIMES MISLEADING: Some
advertisements use smart strategies to
mislead the customers.
• ONLY FOR BIG BUSINESSES: Advertising
is a costly affair and only big businesses
can afford it. This makes small businesses
out of competition with big businesses
who get to enjoy a monopoly in the
market.
• ENCOURAGES THE SALE OF INFERIOR
PRODUCTS: Effective advertisements
even lead to the sale of inferior
products which aren’t good for the
consumers.

8. TYPES OF ADVERTISING?
ATL
BTL
TV
NEWSPAPER /
MAGAZINES RADIO TRANSIT HOARDING
MAIL LEAFLET CATALOGUE KIOSKS PR

9. DIGITAL
GOOGLE
PAID ADS
GOOGLE
SEO
SOCIAL
MEDIA
WEB
PORTALS
MOBILE
PLATFORM

10. TYPES OF
DIGITAL
ADS

11. Is it effective?

12. Online advertising is much more effective than print media
advertising, mainly due to the ability to personalize
advertising to the individual and the ability to track the
user and their subsequent behavior.

15. Digital, mobile, and social media have become an indispensable
part of everyday life for people all over the world.
More than 4.5 billion people now use the internet, while social
media users have passed the 3.8 billion mark.
However, the shadow of data misuse remains and almost half of
internet users are using ad blockers.

21. • More than half of the world now uses social media
• Many digital habits formed during lockdown have endured,
despite the easing of restrictions
• Global TikTok use has surged, but future growth may be more
challenging
• Instagram has reached a big new audience milestone
• Search behaviours are evolving, with important implications for
brands

45. Let’s step into
Integrated Marketing Communications

46. Integrated Marketing Communications (IMC) is a concept
under which a company carefully integrates and coordinates its
many communications channels to deliver a clear and
consistent message. It aims to ensure the consistency of the
message and the complementary use of media.

47. • Integrated Marketing Communication saves time which is often lost
in figuring out the best marketing tool
• Integrated Marketing communication helps in integrating all
essential components of marketing to communicate message to a
larger audience
• It helps in creating brand awareness among customers at a lower
cost
• It helps in scoring over traditional ways of marketing as it focuses
not only in winning new customers but also maintaining long term
healthy relationship with them
Importance of IMC

48. WEBSITE
SOCIAL MEDIA
CONTENT
PLATFORMS
STORE
BRANDING
ATL
ADVERTISING
BTL
ADVERTISING
DIGITAL
ADVERTISING
SPONSORSHIPS
SALES TEAM
CRM
PUBLIC
REALTIONS
PACKAGING &
DESIGN
BRAND

49. Integrated marketing communications (IMC) is a process through
which organizations accelerate returns by taking a customer-
centric approach to aligning their marketing and communication
objectives with their business or institutional goals.

50. Multichannel & Omnichannel

51. Omnichannel Marketing

52. 4 FACTORS IN DIGITAL (IMC)
PESO MODEL

55. MAPPING USER BEHAVIOUR

56. MAPPING | USER BEHAVIOUR
DIGITAL TOUCH POINTS
ATL / BTL TOUCHPOINTS:
NEWSPAPER, MAGAZINE, OUTDOOR BRANDING, SALES PROMOTIONS ETC...

57. BRAND
EXPOSURE
OFFLINE

58. BRAND EXPOSURE ONLINE

59. Examples | Display Ads

60. Examples | Social Media Ads

61. Examples | Video Ads

62. Examples | Mobile Ads

63. Example | Native Ads

64. Example |Contextual Ads

65. Google Banner ads

66. Google Banner ads

67. IMC | CASESTUDY

68. HERO MOTORS |

69. TARGET AUDIENCE
Male, 22- 50 Yrs, PAN INDIA
CHARACTERISTICS
• Passionate about Motorcycle/Bike riding
• Own and Ride
• Loves riding long distances
• Like Off road biking
• Particular about Accessories: Helmet, reflectors,
Gloves, Toolkit, Maintenance etc.
• Influencers of Weather, Riding Route etc
• Prefer riding alone while commuting in small
groups
• Off road biking enthusiast

70. LAUNCH OF XPULSE 200
MEDIA TOUCH POINTS | ATL
PRESS MEET (PR) NEWSPAPER AD MAGAZINE AD
To know more visit our Website / Social Media / WhatsApp

71. MEDIA TOUCH POINTS | BTL
TRANSIT AD EVENTS AD ONGROUND PROMOTIONS
To know more visit our Website / Social Media / WhatsApp

72. MEDIA TOUCH POINTS | DIGTAL
WEBSITE SOCIAL MEDIA EMAILERS / SMS / WHATSAPP
PAID ADS SEO INFLUENCER / WOM

73. BUSINESS DIRECTOR
IMC TEAM
BUSINESS LEAD - ATL BUSINESS LEAD - BTL BUSINESS LEAD - DIGITAL
ATL MEDIA PLANNER
BTL MEDIA PLANNER,
PR MEDIA PLANNER
DIGITAL STRATEGIST
CREATIVE TEAM – CONTENT, ART (ATL, BTL, DIGITAL) SOCIAL MEDIA STRATEGIST
ATL MEDIA BUYER,
EXECUTION, OPERATIONS
BTL MEDIA EXECUTION &
OPERATIONS
DIGITAL MEDIA PLANNER,
EXECUTION, OPERATIONS
MEDIA MONITORING, TRACKING, REPORTING, ANALYSIS & ANALYTICS

74. Any Questions?

75. Thank you for
your time!