1. Advertising

2. AEARENESS
A
INTERNET
I
DESIERE D
ACTION A

3. Adver
tising
A defin –
ition
liver ing a
o f de oods
c ess as, g
Th e pro about ide
sage s, throug tifiab h the le
mes rvice iden
an d se y an
ia, p aid b
med
s pon sor.

4. a d · v e r · t is e
ver b
1 : in f o r m ,
n o t if y
2 : t o c a ll
p u b lic
a t t e n t io n t o
e s p . in o r d e r

5. History of Indian Advertising

6. Pre Independence
• Press advertisements – largely imported
goods which had reached Indian shores
• First advertise published in “Bengal
Gazette” on January 29, 1790

7. 1920 to1930’s
• In 1922 first Indian advertisement agency started
Alliance Advertising Association Ltd at Bombay
• 1924 the Calcutta Publishing
• 1925 the Central Publishing service
• 1926 Mr. I.S. Talor set up the Publicity Society of
India to exploit advertising possibilities on trams,
kiosks and other outdoor media

8. 1930 to 1940
• 1930 New India Publicity Co.
• 1934 Mr. V. Sista, Sales and Publicity
Service
• 1937 Alpha Advertising Service
• 1938 Lintas ans Press Syndicates
Indian and Eastern Newspaper Society
(IENS)

9. 1940 to1950
• Watershed years for Indian advertising
• Industrial revolution in the Nehruvian era
• 1st survey of the rural market (Wood)
• 1945 Advertising Agencies Association of India
(AAAI)
• Cinema advertising began
• Kolkata gets the privilege of India’s first ad club
• Leading ad agency - Press Syndicate
• National created the Murphy baby

10. 1950 to1960
• 1951 The Indian Society of Advertisers
• 1958 The society of Advertising Practitioners
• India’s first Advertising Convention (1960)
• Advertising to to be Indian in thought and
content
• Shift to marketing orientation
• Professionalisation within agencies
• 1st Asian Advertising Congress at New Delhi
• Research data generated

11. 1970’s
• Media boom
• Special magazines
• 2nd Asian Advertising Congress at
New Delhi
• Lifestyle studies, positioning
• Rural marketing

12. 1980’s
• Indianisation of western advertising
• Public sector advertising
• Expansion and diversification of agencies
• Aug 15th 1982 – Colour TV introduced
• Radio commercials introduced
• NRS III (National Readership Surveys) by
IMRB
• Colour Printing more popular

13. 2000 onwards
• NRS VI
• Mobile advertising start
• Internationalization of domestic agencies
• Net Advertising
• The role of the advertising agency –
changing to that of a marketing consultant

14. A few advertising legends
...

15. John Caples
“Accept nothing as true about
what works best in advertising
until it has been scientifically
tested.”
1932 -John Caples

16. Claude Hopkins
“Talk to the people who are
going To buy your product. This
is the first step in any successful
campaign”
1930
-Claude Hopkins

17. Leo Burnett
“F ind the
drama.”

18. Bill Bernbach
“Tell the
s tory”

19. “The secret of all effective originality
in advertising is not the creation of
new and tricky words but one of putting
familiar words and pictures,
and pictures into new relationships.”
-Leo Burnett

20. M DE A E T M NTW L
OR N DV R ISE E OR D

21. KeyPoint
s
• Define advertising and explain its key
components
• Discuss the roles and functions of advertising
within society and business
• Identify the key players and their roles in
creating advertising
• Explain the different types of advertising
• S ummarize the characteristics of effective
advertising and explain why it is always goal
directed
• Analyze the changes affecting the advertising
industry

22. Defining M n A erising
oder dv t
• Paid persuasive
communication
• Uses nonpersonal
mass media to reach
broad audiences
• Connects an identified
sponsor with a target
audience

23. S ix Basic
Components
1. Paid
2. Non-personal communication
3. S ponsor is identified
4. Using mass media
5. Tries to persuade or influence
6. Reaches large audience

24. Key Concepts of
Advertising

25. St aegy
rt
• The logic and planning behind the ad that give it
direction and focus
• Advertisers develop ads to meet objectives
• Advertisers direct ads to identified audiences
• Advertisers create messages that speak to
the audience’s concerns
• Advertisers run ads in the most effective media
to reach the audience

26. Creative Idea
• The central idea that
grabs the consumer’s
attention
• Creativity drives the
entire field of
Advertising

27. Execution
• Effective ads adhere to the
highest production values in
the industry
• Clients demand the best
production the budget allows

28. Media
• Communication channels
that reach a broad
audience
• How to deliver the
message is just as
important as coming up
with the creative idea of
the message

29. The Marketing
Role
Product
Category
Target Marketing
Marketing Mix
Market
Brand

30. The Economic
Role
Advertising decreases the likelihood that a
consumer will switch to an alternate product
regardless of price
Advertising is a means to objectively
provide
price-value information, creating a more
rational economy

31. The S ocietal Role
• Informs consumers about
innovations and issues
• Mirrors fashion and
design trends
• Teaches consumers about
new products
• Helps shape consumer
self-image
• Perpetuates self-
expression

32. The Functions of
Advertising
• Buil a aeness ofpr s a Br nds
ds w r oduct nd a
• Cr t abr nd ima
eaes a ge
• Pr ides pr a br nd infor t
ov oduct nd a maion
• Per des peopl
sua e
• Pr ides incent es t t ke a ion
ov iv o a ct
• Pr ides br nd r
ov a eminders
• R ces pa pur ses a br nd exper
einfor st cha nd a iences

33. Key Players:
Advertiser
• Uses advertising to
send out a message
about its products
• Initiates effort by
identifying a problem
that advertising can
solve
• Approves audience,
plan and budget
• Hires the agency

34. KeyPl yer A eriser
a s: dv t
Biggest U.S . Advertisers in Terms of Categories
1. Automotive 11. Direct-response companies
2. Retail 12. Home-furnishings,
3. Movies, media, and appliances, supplies
advertising 13. Insurance and real estate
4. Food, beverages, and 14. Computers, software,
confectionery Internet
5. Medicines and proprietary 15. Government, politics, and
remedies organizations
6. Financial services 16. Apparel
7. Telecommunications 17. Beer, wine, and liquor
8. Toiletries, cosmetics, and 18. Audio and video equipment
personal care and supplies
9. Airline travel, hotels, and 19. S porting goods, toys, and
resorts games
10. Restaurants 20. Entertainment and events

36. Key Players:
Media
• Channels of communication that carry the message
to the
Audience
• Are also companies or huge conglomerates
• Cost effective because the costs are spread over a
large number of
people

37. KeyPl yer Suppl
a s: ier
• Assist advertisers, agencies
and the media in creating
and placing the ads
• Vendor services are often
cheaper than those in-house

38. Key Players: Target
Audience
• The desired audience for the
advertising
message
• Data-gathering technology improves
accuracy of information about
customers
• Advertisers must recognize the various
target audiences they are talking to and
know as much about them as possible

39. TYPES OF
ADVERTIS ING
• PRINT
ADVERTIS EMENT
• CELEBRITY
ADVERTIS ING
• BROADCAS T
• PUBLIC S ERVICE
• INFOMERCIALS
• OUTDOOR
ADVERTIS ING
• COVERT
ADVERTIS ING
• S URROGATE
ADVERTIS ING

40. IMPORTANCE
• Creating awareness
• Increase sales
• Brand identity & Brand image
• Communicate a change
• Increase the buzz value

41. What Makes an Ad
Effective?
2. If it creates an impression for a product or brand
2. If it influences people to respond
3. If it separates the product or brand from the
competition

42. The Current Advertising
S cene:
Integrated Marketing
Communication
• Unifying all
marketing
communication tools
so they send a
consistent, persuasive
Message

43. The Current
Advertising S cene:
Globalization
• Advertisers are
moving into
global markets
• Agencies are
forming huge
multinational
operations

44. THANK YOU