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ADVERTIESMNET
The document discusses the history and types of advertising. It begins by covering ancient forms of advertising such as wall paintings in Egypt. It then outlines the evolution of advertising over the centuries from newspapers in the 18th century to radio in the 1920s. The document categorizes advertising into traditional modes like print, outdoor, radio and television advertising as well as modern types including online, covert, and celebrity advertising. It concludes by exploring the future of advertising such as digital signage, smartphone advertising and user-generated advertising.
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- 1. AYESHA AFTAB MALIK AROOJTAHIR KIAYANI ZARNAB SHOKAT ZAHRA HANIF KHADIJA IJAZ DEPARTMENT OF BIOINFORMATICS & TECHNOLOGY FACULTY OF BASIC AND APPLIED SCIENCES INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD
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- 4. Glassex window cleaner:Magician
- 5. Chupa Chup sugarfree lollipops: Ants
- 6.
- 7. Nikol Baking Tray: Jacuzzi
- 8. Bose Noise reductionHeadphones: Waterfall
- 9. Cemex: Fast DryingCement
- 11. Advertising (mass communication) Inrelation to mass communication: “ It refers to marketing a product or service in a persuasive manner that encourages the audience to buy the product or use the service”.
- 12. From theabove we can infer that: Advertising is promotion, of a product or a service. It is done by companies to maximize sales. Companies pay a premium for doing this promotion. Advertising could be done through billboards, movies etc.
- 13. In Latin,ad vertere means "to turn toward” Advertising seeks to create an image surrounding a product, so that customers feel that they need it Advertising can promote a new product and increase sales of existing products Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media; or new media
- 14. SCOPE OF ADVERTISING The Pakistani advertising industry is upcoming and has a lot of promise. Only the hardworking and efficient companies will survive. What matters most in this sector is knowledge and experience of the work and the industry. The better the research and analysis done by the agency, the better their chances of success.
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- 16. PURPOSE OF ADVERTISING Thepurpose of advertising is to conivince the customer: Company's services or products are the best Enhance the image of the company Point out and create a need for products or services Demonstrate new uses for established products Announce new products and programs Draw customers to the business To hold existing customers.
- 18. ANCIENT FORMS OFADVERTISING History tells us that out-of-home advertising and billboards are the oldest forms of advertisement. Egyptians used papyrus to make sales messages and wall posters.
- 19. Wall or rockpainting
- 20. 18TH CENTURY Advertisementsstarted to appear in weekly newspapers in England Were used mainly to promote books and newspapers .
- 21. 19th CENTURY ThomasJ. Barratt -- “The father of modern advertising the Pears Soap company
- 22. Under Barratt'sguidance, Pears Soap became the world's first legally registered brand and is therefore the world's oldest continuously existing brand! Lillie Langtry- income as the first woman to endorse a com- mercial product
- 23. In June1836, French newspaper La Presse was the first to include paid advertising in its pages Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia.
- 24. The emergenceof advertising agency In late 19th century advertising agency of N.W. Ayer & Son was founded By 1900, advertising was firmly established as a profession.
- 25. 20th CENTURY Adoptionof the doctrine: Human instincts could be targeted and harnessed – "sublimated" into the desire to purchase commodities The tobacco industry was one of the firsts to make use of mass production. Late 20s-advertisers recognized the value of women's insight during the creative process.
- 26. On the radiofrom the 1920s In the early 1920s, the first radio stations were established Start of the trend to sponsor programs
- 27. Public service advertisingin WW2 “Advertising justifies its existence when used in the public interest – it is much too powerful a tool to use solely for commercial purposes." David Ogilvy
- 28. Public serviceadvertising reached its height during World Wars I and II under the direction of more than one government.
- 29. Cable television fromthe 1980s The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
- 30. On the Internetfrom the 1990s new frontiers for advertisers opened and contributed to the "dot-com" boom of the 1990s. Domain owners allow advertising companies to place ads on their sites in return for a per-click payment
- 31. “Guerrilla marketing" Includes unusualapproaches such as: staged encounters in public places giveaways of products such as cars that are covered with brand messages interactive advertising where the viewer can respond to become part of the advertising message. having consumers vote through text messages various innovations utilizing social network services
- 32. With thepassage of time, advertising is becoming more unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads as well as a high competition in the market.
- 33.
- 34. Traditional Modesof Advertising Modern Types of Advertising The Future of Advertising Categories
- 35. Print Advertising Outdoor Advertising Radio Advertising Television Traditional Modes of Advertising
- 36. Print Advertising -Newspapers, Magazines, Brochures, Fliers
- 37. Print mediahas always been a popular advertising option. Advertising products via newspapers or magazines is a common practice It also offers promotional brochures and fliers Newspapers and magazines sell the advertising space according to the area occupied by the ad Print Advertising - Newspapers, Magazines, Brochures, Fliers
- 38. Outdoor Advertising -Billboards, Kiosks, Trade-shows and Events
- 39. Outdoor Advertising -Billboards, Kiosks, Trade-shows and Events Billboard advertising is very popular. Kiosks provide an easy outlet for the company's products Organizing special events or sponsoring them
- 40. Paying people tohold signs is one of the oldest forms of advertising, as with this human being pictured above.
- 41.
- 42. Radio Advertising Oneof the oldest forms of advertising Advertisers can buy airtime from a radio station to air their ads Prices depend upon the duration, time of the day, and program
- 43.
- 44. Television It reachesthe maximum number of target customers Expensive type of advertising To increase the visibility of ads, banners are placed in the background of running programs Computer-based graphics are also used to generate ads
- 45. Modern Types ofAdvertising Online Advertising Covert Advertising Surrogate Advertising Public Service Advertising Celebrity Advertising In-store Advertising Coffee Cup Advertising Digital Out of Home Advertising
- 46. Online Advertising Usesthe internet and world wide web to attract customers
- 47. Covert Advertising -Advertising in Movies
- 48. Unique kindof advertising Product or a particular brand is incorporated in some entertainment and media channels For example, appearance of brand Nokia which is displayed on tom cruise's phone in the movie Minority Report Covert Advertising - Advertising in Movies
- 49. Surrogate Advertising -Advertising Indirectly
- 50. Surrogate Advertising -Advertising Indirectly Prominently seen in cases where advertising a particular product is banned by law Advertisements for products like cigarettes or alcohol Companies come up with products that have the same brand name to indirectly remind customers
- 51. Public Service Advertising– Advertising for Social Causes
- 52. Public Service Advertising- Advertising for Social Causes Technique used to convey socially relevant messages about important matters and social causes These include AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty, and so on.
- 53. Celebrity Advertising Focusesupon using celebrity power, fame, money, popularity to gain recognition for products
- 54. In-store Advertising Popularadvertising method for large malls and departmental stores Also known as ‘point of purchase advertising’ Products are usually displayed prominently at checkout counters and packaged attractively Banners inside the store announcing price cuts or new launches
- 55. Coffee Cup Advertising Relatively new form of mass advertising Placement of small ads on paper cups for coffees or onto the tabletops of the cafe
- 56. Digital Out ofHome Advertising New type of advertising gaining popularity and effectiveness Essentially a systematic arrangement of media at different venues LCD screens with customized software can be found in public locations like parks, subways, and gas stations
- 57. The Future ofAdvertising Digital Signage Smartphone Advertising Niche Advertising User-generated Advertising
- 58. Digital Signage Itis a cheap alternative to the costly excesses of television commercials Done through the installation of LED or plasma screens in public places Railway and subway stations, cafes, airports, retail stores, hotels, and many other similar locations
- 59. Smartphone Advertising Smartphonesoffers to consumers a fertile ground for advertising Games downloaded to mobile platforms display ads when connected to the internet Available across a range of operating systems such as Android, iOS and Windows
- 60. Niche Advertising Dealswith targeting the selected group of customers with tailored ads Companies are taking advantage of online blogs and websites Potential customers are exposed to the ads whenever they search for related terms or log on to a particular site
- 61.
- 62. User-generated Advertising Radicallynew form of advertising Letting customers create their own ads for the brand One of which is chosen as the brands official ad for a particular time period User-generated ads are not cost prohibitive Allow the company to generate a lot of publicity via word-of-mouth
- 63.
- 64. Definition Internet advertising Uses the Internet to deliver promotional marketing messages to customers large business and is growing rapidly.
- 65.
- 66. Display advertising advertisingmessage visually using text, logos, animations, videos, photographs, or other graphics
- 68. Pop Up advertisement Apop-up ad is displayed in a new web browser window that opens above a website visitor’s initial browser window.[
- 69. Pop-under Advertisement 30]A pop-under ad opens a new browser window under a website visitor’s initial browser window.
- 70. Floating Ads Afloating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website’s content.
- 71. Email advertising isad copy comprising an entire email or a portion of an email message
- 72.
- 73. Adware software that,once installed, automatically displays advertisements on a user’s computer
- 74. Social Media Advertisement •commercial promotion conducted through social media websites
- 75. Compensation method CPM> cost per milli CPC > cost per click CPA or PPP> cost per action or pay per performance Fixed Cost
- 76.
- 77. Cost The lowcosts of electronic communication reduce the cost of displaying online advertisements provides a low-cost means for advertisers
- 78. Measurability collect dataon their ads’ effectiveness whether the advertisement resulted in a sale/visitor view
- 79. Coverage Online advertisingcan reach nearly every global market, and online advertising influences offline sales
- 80. Speed online adscan be deployed immediately can modify or replace ad copy rapidly
- 81.
- 82. Privacy Concern Thecollection of user information by publishers Over half of all Google and Facebook users are concerned about their privacy
- 83. Spam The Internet’slow cost of disseminating advertising contributes to spam
- 85. Mobile advertisingis a form of advertising via mobile (wireless) phones or other mobile devices. Subset of mobile marketing. Most mobile advertising is targeted at mobile phones. 4.6 billion as of 2009. Advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market Mobile phones based on cellular backhaul or smartphones based on WiFi hot spot or WiMAX hot zone will also strengthen In Japan today, already 44% of mobile phone owners click on ads they receive on their phones.
- 86.
- 87. “seventh massmedia channel” Two-way mobile media Ideal for time- and location-sensitive advertising, Advertising industry since the mid-2000s
- 88. 2007 wasworth $2.2 billion. Less than 0.5% of the approximately $450 billion global advertising industry
- 89.
- 91. One recipientof an advertisement on mobile, will forward that to a friend. This allows users to become part of the advertising experience. At the bare minimum mobile ads with viral abilities can become powerful interactive campaigns. At the extreme, they can become engagement marketing experiences. Apha user
- 92.
- 93. Mobile WebBanner Mobile Web Poster SMS advertising MMS advertising,
- 94. Advertising withinmobile games and mobile videos, during mobile TV receipt Audio advertisements Audio recording played while interacting with a telephone-based service such as movie ticketing or directory assistance.
- 95.
- 96. Click-through rates Also sold to advertisers by views (Cost Per Impression) or by click-through (Cost Per Click). Conversion rates, such as click-to-call rates Other degrees of interactive measurement Cost Per Install (CPI) Where there the pricing model is based on the user installing an App on their mobile phone. CPI Mobile Advertising Networks work either as incent or non-incent. In the incent model the user is given virtual points or rewards to install the game or App. Impressions (views)
- 97. Handsets display andcorresponding ad images
- 98. Screen sizeand supported technologies For color images, formats such as PNG, JPEG, GIF and BMP along with the monochrome WBMP format.
- 99. Handset Approx Handset ScreenSize (px W x H) Example Handsets Ad Unit Ad Size (pixels) X-Large 320 x 320 Palm Treo 700P, Nokia E70 X-Large 300 x 50 Large 240 x 320 Samsung MM-A900, LG VX- 8500 Chocolate, Sony Ericsson W910i Large 216 x 36 Medium 176 x 208 Motorola RAZR, LG VX-8000, Motorola ROKR E1 Medium 168 x 28 Small 128 x 160 Motorola V195 Small 120 x 20
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- 101.
- 102. To differentiate theproduct from their competitors
- 103. This creates anawareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products
- 104. Example GARNIER FRUTICS(shampoo) the shampoo bottle have the different color from all other shampoo available in the shelf. The bottle of the shampoo is unique from all others.
- 105. Example Apple laptopsmake them different from others as the WHITE color and logo of APPLE on back of the screen.
- 106.
- 107. Product informationcommunicated to the customers in manner that meets their information needs. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade.
- 108. Example Ponds agemiracle
- 109. To urge productused
- 110. The thirdfunction of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.
- 111. Example Fair andlovely
- 112. Example Neutrogena acnetreatment cream
- 113. To expand theproduct distribution
- 114. It isbasically to provide the product all over market. It is necessary to make sure that product should be accessible to everyone. Availability of product effect the distribution.
- 115. Example Wateen telecomand Motorola Partner
- 116. To increase brandpreference and loyalty
- 117. Example 99% girls whoare not married will not look at the ad of pampers or any milk powder for children but when they will get married their interest will automatically move towards such ad'
- 118.
- 119. Brand loyaltyis a long-term customer preference for a particular product or service. Brand loyalty can be produced by factors such as customer satisfaction with the performance or price of a specific product or service, or through identifying with a brand image. It can be encouraged by advertising.
- 120.
- 121. To reduce overallsales cost
- 122. When aproduct is selling you have to teach the people about the product. Like if we would advertise through newspapers, TV, broachers and internet, it would cater huge sum of masses and if you do individually it would be more costly and time consuming.
- 123.
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- 125. Advertising haveto create new demands they should educate the people about more and more new things coming up in the market. Each year new products, including line extensions and new brands are introduced into groceries and drugstores.
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- 128.
- 129. How accurate isthe advertising?
- 130.
- 131. Unrealistic Expectations Beautyand health products may also not live up to their promises, resulting in wasted consumer money.
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- 136.
- 137. Does it makeus more materialistic?
- 138.
- 139. Advertising Is forthe Rich
- 140.
- 141. CHEAP SLOGANS Osay orient- Pehli Chahat Kashmir Premium Gold-Har Pal Mai Basa Pyar
- 142. TOO MUCH EXPOSUREOF FEMININE PRODUCTS
- 143. What do youthink is the biggest problem with advertising?
- 144. Objectification of Women 73% of advertisements are presenting women in a “decorative” manner
- 145.
- 146. Continued… Focusing onfemale figures instead of product
- 147. Continued.. Effects of objectificationon males: Changes their views about women’s role in society
- 148. Continued… Effects of objectificationon females Distorting Women's Self Image low self-esteem depression eating disorders
- 149. Result: endless demandfor new beauty products weight-loss, fashion, and cosmetics industries, are among the largest and most profitable consumer industries
- 150. Underlying message Importantthing about themselves is the way they look Their self-worth is dependent upon attention from men
- 151.