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  1. 1. ADVERTISEMENT
  2. 2. ADVERTISEMENT Presented By: Vinay gandass
  3. 3. • Advertising is any form of paid non-personal presentation of ideas, goods, or services for the purpose of inducing people to buy. weeler . D E F I N I T I O N
  4. 4. MEANING • The word advertising is derived from two Latin Words ‘Ad’ and ‘Verto’. • Ad – towards • Verto – I turn • Literally it means to turn the people’s attention to a specific thing.
  5. 5. “ Never write an advertisement which you wouldn't want your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine.”  “ Never write an advertisement which you wouldn't want your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine.” 
  6. 6. Advertising Planning Process Advertising ObjectivesAdvertising Objectives Budget DecisionsBudget Decisions Creative StrategyCreative Strategy Campaign EvaluationCampaign Evaluation Media StrategyMedia Strategy Brand Positioning Target Market
  7. 7. • ADVERTISER SHOULD KNOW THE TECHNIQUES OF ATTRACTING A PARTICULAR PRODUCT AND WHETHER THE PRODUCT WILL BE ACCEPTED BY THE PEOPLE. • IT SHOULD EVEN KNOW ABOUT THE FINANCIAL CONDITION IN THE MARKET. • THE ADVERTISING SHOULD BE SIMPLE SHORT AND WITH CORRECT HOW DOES ADVERTISING WORK?
  8. 8. Objectives
  9. 9. Functions  To differentiate the product from their competitors 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 demands
  10. 10. SCOPE OF ADVERTISING
  11. 11. • INTERNET • TELEVISION • NEWSPAPER • MOBILE PHONES • RADIO • MEDIA • PAMPLATES • BANNERS OR HOARDINGS SOURCES OF ADVERTISEMENT
  12. 12. INTERNET ADVERTISING
  13. 13. TELEVISION ADVERTISING
  14. 14. NEWSPAPER
  15. 15. RADIO
  16. 16. ADVERTISING ON TRANSPORT
  17. 17. Primary services of Advertising agencies • complete a marketing analysis. • develop an advertising plan. • prepare a creative strategy. • create advertising executions. • develop and implement a media plan. • handle billing and payments. • integrate other marketing communications.
  18. 18. Advertising AgencyAdvertising Agency A marketing specialist firm that assistsA marketing specialist firm that assists the advertiser in planning and preparingthe advertiser in planning and preparing its advertisements.its advertisements. They have specialists who know allThey have specialists who know all about the effect of different advertisingabout the effect of different advertising methods and can help a company withmethods and can help a company with their strategytheir strategy
  19. 19. Types of Advertising Agencies • Full Service Agencies • Modular agencies • In house agencies • Role of advertising agencies
  20. 20. ADVANTAGES
  21. 21. Manufacturers & Advertising Increases and stabilizes the sales turn-over Maintains the existing market and explores the new Controls product prices
  22. 22. Middleman & Advertising  Guarantees quick sales  Minimum efforts  Makes retail price maintenance possible  Sales forecasting  Publicity
  23. 23. Sales-force & Advertising  Facilitates selling  Reduces sales-man’s burden of job Instills self confidence
  24. 24. Consumers & Advertising  Driving –force in decision making  Ensures better quality products at reasonable prices  Saves good deal of time
  25. 25. Society & Advertising  Uplifts the living standard  Generates gainful employment oppurtunities Provides new horizons of knowledge  Upholds the culture of a nation
  26. 26. LIMITATIONS  Limited capacity  Rigid  Unbelievable  Conditional
  27. 27. Effects of Advertising on Children
  28. 28. Unhealthy Ad’s • Kids are filled with advertisements for junk food and fast foods • Kids see one food commercial every five minutes during Saturday morning cartoons, most of them for foods high in fat, sugar and calories (great schools.net)
  29. 29. Advertising food affects diet • Many of the advertisements that children are being exposed to are food ad's. • These ad's are mostly products of low nutrition value. • McDonalds spends roughly $570 million a year on advertising. • These ad's effect children because they will most likely lead to obesity.
  30. 30. Protecting Children from Advertising • Demands should be made on the FTC to make the first move and create more strict rules about marketing to children since they are the ones who control what we watch on tv
  31. 31. Children are Affected by Ad’s Advertising is a multi million dollar project that has an huge influence on children Kids are literally assaulted from morning to night. The ad industry targets them in their home, in the school, and virtually all points in between (essential.org) Children under 12 already spend a whopping $28 billion a year. Teen- agers spend $100 billion. Children also influence another $249 billion spent by their parents (about.com)
  32. 32. ANCIENT WAYS OF ADVERTISING ANCIENT WAYS OF ADVERTISING
  33. 33. 1956 - 1957
  34. 34. 1955 - 1956
  35. 35. 1951 1955
  36. 36. 1956
  37. 37. To differentiate the product from their competitors GARNIER FRUCTICS
  38. 38. Characteristics • Non personal form of Communication aimed at a target audience . • Used by Commercial , Not for Profit Organizations and the Government . • Advertising is paid for . • Most advertisements are ultimately concerned with selling . • It is the major element of Promotion
  39. 39. Classification of Advertising • On Geographical basis :  Global  National  Regional  Local o On Target Group basis :  Consumer  Professional  Industrial  Corporate  Trade • On basis of Demand :  Product demand  Brand demand o Advertising of service :  Hotel services  Education services  Transportation services  Hospitality services  Financial service o Idea advertising
  40. 40. TYPES OF ADVERTISING
  41. 41. ADVERTISING Print Advertising Outdoor Advertising Broadcast Advertising Covert Advertising Public-service Advertising Surrogate Advertising Celebrity Advertising
  42. 42. AIDA Advertisers should seek :  A – Increase Awareness  I – Create Interest D – Develop a desire A – Actions that Encourage customers to buy Advertising seeks to move potential buyers through these stages .
  43. 43. Advertising & the PLC
  44. 44. The Advertising Campaign • When developing a marketing communication strategy, you do not restrict your plan to just advertising • Many things are also done such as direct mailing, PR, special events, radio, media
  45. 45. Celebrity Marketing • Having celebrities lend their name and influence to the promotion of a product.
  46. 46. Main Parties involved in Advertising Regulatory Organizations Government Competitions ADVERTISER Facilitating Organizations Advertising Agency Media Research supplies Markets and Consumer Behavior
  47. 47. MARKETING FORCES Advertising Packaging Personal Selling Publicity Product Design Availability Display Price FORCES OPPOSING SALES Competition Memory Lapse Sales resistance Market attraction Awareness Conviction Desire Comprehension Action DAGMAR COMMUNICATION SPECTRUM
  48. 48. Examples of Top Advertising Agencies • Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. • JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia and Unilever. • Mudra Communication-Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar. • FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul. • Grey Worldwide (I) Pvt. Ltd- Hero Honda, Maruti Suzuki, Nestle, Ambuja Cement, UTV, P&G and Godrej.
  49. 49. Analysis Framework Market Customer AnalysisCompetitor Analysis Company Analysis Marketing Myopia Marketing Strategy Product Price Promotion Place Marketing Orientation Perceptual mapping SegmentationPositioning First mover advantages Branding Pricing process Pricing and innovation (ODI) Going to market (Goodyear) Direct marketing (Calyx) Product Line Strategy (Cambridge)
  50. 50. Hierarchy of effects Communication Process Awareness Interest Liking, Preference Purchase, Action
  51. 51. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER What’sNextinMarketing
  52. 52. MODERN MARKETING PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM What’sNextinMarketing
  53. 53. Who is Generation Y? • 76 million people born between 1978 – 2000 • Millienials, Net Generation, Echo Boomers, Google Generation, iGeneration • Ongoing debate about where to begin and end a generation.
  54. 54. perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
  55. 55. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 FUTURELAB IAMTHEMEDIA
  56. 56. 59 ONLY 14%TRUST ADS CREATINGBUZZ
  57. 57. 60 LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% CREATINGBUZZ
  58. 58. “I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes...” Philip Dusenberry

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