Advertisements-Effective business stratergy

INTRODUCTION
Effective advertisement is the one that-
 Express the brand message
 To the identified target audience
 At the right time and right place
 At minimum cost

CONTENTS
MEANING AND DEFINITION OF ADVERTISING
FEATURES OF ADVERTISING
HISTORY
TYPES OF ADVERTISING
MEDIUM OF ADVERTISING
ADVANTAGES OF ADVERTISING

DISADVANTAGES OF ADVERTISING
CURRENT SCENARIO OF ADVERTISING
CREATIVES ADVERTISEMENTS
CONCLUSION
SUGGESTION
REFERENCE
CONTENTS

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.

DEFINITION
a notice or announcement in a
public medium promoting a
product, service, or event or
publicizing a job vacancy

OBJECTIVES
 to promote newly launched products.
To differentiate the product from their
competitors
Creates new demands
To enhance the goodwill

HISTORY OF ADVERTISING
1st advertisement – sign painted on a
wall of a building
Town criers

 Johannes Gutenberg – 1450
 Willian caxton – 1477(handbill)
 1st news paper ad - 1677

• Classified ads appears – 1700
• Colors appeared -1850
• First advertisement agency - 1841
(Volney Palmer in Boston)
• First full serviece agency - 1869
(N.W Ayer And Sons)

Successful advertising campaigns
Pears Soap
 Thomas Barrat-Father of modern advertising
 Propaganda and mechanization
 The emergence of new mass media
 Wall Street crash - 1929
 Radio program
 TV - 1939
 More scientific - 1960

more scientific-1960’s
Endeavoured to strengthen the brand
In 20th century-turned into a major
industry
Used all media

In India ,ads became popular in the 19th
century during industrialisation under the
British colonial
HISTORY OF ADVERTISING-
INDIA

Some of the widely tools used to
were
Labels containing images of gods
and kings
Calenders
Newspapers
Patriotism
HISTORY OF ADVERTISING-
INDIA

PRINT ADVERTISING
 Ads in portable printed medium like news
papers,magazine,notice,brochures etc..
 Provide detailed information
 Relatively low rate
 Ads can be easily reach to the audience

CELEBRITY ADVERTISING
campaign or marketing strategy used by
brands, companies, or a non-profit
organization
 which involves celebrities or a well-
known person
 using their social status or their fame
 to help promote a product, service etc..

COVERT ADVERTISING
 Product or a particular brand is incorporated in
some entertainment and media channels like
movies, television shows or even sports.
 Examples
1. Bourn vita in Movie Krish
2. Idea in film fare awards etc..

OUTDOOR ADVERTISING
 Advertising on bill boards or
signboards, outside of a building and
often by the roadside.
 Has to be really terse and catchy in
order to grab the attention of the
passers by.

BILLBOARDS ON TIMES SQUARE, NEW YORK

SURROGATE ADVERTISING
Surrogate advertising is a form
of advertising
 which is used to promote harmful products
like cigarettes and alcohol

BROADCAST
• Constitutes : television, radio or the Internet
• The cost of television advertising often depends
on:
a. the duration,
b. time, and
c. popularity of the channel.

PUBLIC SERVICE
 Convey socially relevant messaged about important
matters.
 Examples : AIDS, energy conservation, political
integrity, deforestation, illiteracy, poverty and so on.

1.RADIO
Effectively used for communication
and positioning
It can target the large audience because
of its high reach

Advantages
Reach a large group of people
More affordable
Can produce quickly
The power of radio
Disadvantages
Not good for all products
We all change the channel

2.TV
Television ads are a span
of television programming
produced and paid for by an
organization, which conveys
a message, typically to
market a product or service.

ADVANTAGES
 Expansion of the market
 Increases the sale
 Fights competition
 Enhances good will
 Educate the consumers
 More employment opportunities

DISADVANTAGES
•Adds to cost
•Undermines social values
•Confuses the buyer
•Encourages sale of inferior products

DISADVANTAGES
• Bad taste
• Promotions of social evils
• Distraction caused by ads
• Misdirection of purchasing power

Different form of online
advertising
1. Popout advertising
2. Button advertising
3. Sponsorship advertising
4. Interactive game advertising
5. Social media advertising etc…

Advantages
Relatively low cost
Easy to use&Wide coverage
Targeting potential customers
Flexibility
Builds loyalty
Easy to track

DISADVANTAGES
Technical obstacles
Capable of ignoring ads
Viewers get distracted
Not beneficial for
illiterate people

4.PRINT MEDIA
TYPES OF PRINT ADVERTISING :-
1. NEWSPAPERS 2.NEWS LETTERS

3. MAGAZINES 4.BANNERS
5. BILLBOARDS 6. BOOKS

PRINT ADVERTISING
Advantages
 Popular among consumers.
 Easy medium to spread awareness.
 Cheap and affordable.
 Enables designing of advertisement as per our
own desire.
Disadvantages
 Does not have a wide reach.
 Requires lot of planning.
 Is not available all the time.

CURRENT SCENARIO
Global Statistics
Advertising revenue
$569.7 $606.9
(inbillions)
2015 2016
$182.6
$202.6
(inbillions)
2015 2018
America

China
$74.3
$92.3
(inbillions)
2015 2018
Decreasing traditional advertising.
Increased online advertising.

Indian Statistics
Estimates: GDP of 0.45% in ad
spend.
Growth at 16.8%.
Digital advertising: annual growth @
33%.
Internet share: anticipated growth
from 8% in 2013 to 16% in 2018.

41
38
11 10
PRINT TV DIGITAL RADIO & CINEMA
Share of different media in total advertising revenue(inpercentage)

ROAD AHEAD…
A good run expected.
Growth expected based on several factors.
Growth expected in telecom industry also.

TOP 3 ADVERTISING AGENCIES
2010
20150
2000
4000
6000
8000
10000
12000
14000
16000
OMNICOM
WPP
PUBLICIS
2010
2015
12542.5
15134.5
9890.86
12969.3
5743.08
10177.06
(Valueinbilliondollars)

CREATIVE ASPECTS
In order to get
attention and
persuade
people creativity
is needed

Funny non-sense but
unforgettable ads

ADVANTAGES OF ADVERTISING
 INTRODUCES A NEW PRODUCT IN THE MARKET
 EXPANSION OF THE MARKET

 INCREASED SALE
 FIGHTS COMPETITION

 ENHANCES GOOD-WILL
 EDUCATES THE CONSUMERS

 REDUCTION IN PRICE OF NEWS PAPER AND
MAGAZINES
 HIGHER STANDARD OF LIVING

 SUPPORTS SALESMANSHIP
 EMPLOYMENT OPPORTUNITIES

NIKE
 1980s :- “Just Do It” campaign
 Direct impact :-
 Sales of $800 million dollar in 1998
 grew to $9.2 billion dollar by 1998.
IMPACT OF EFFECTIVE ADVERTISMENTS– NOTABLE
EXAMPLES

IDEA
Some famous taglines and jingles used :-
“An idea can change your life”
“What an Idea Sirji”
“Hello honey Bunny”
“No idea, get Idea”
“Internet 4 All”
EXAMPLES

HUTCH
Tagline used- “wherever you go, our network follows”.
Enjoyed strong network platform in India.
Cornered 15.9% share of indian telecom market .
Established 29.2 million subscriber base.
VODAFONE
Took over Hutch in 2007.
Established base by introducing creative advertisements
Zoo zoos became instant hit and dominated online sites.
 focus of advertisement- “change is good”.
EXAMPLES

MAGGI
In 2015, Maggi was banned for 5 months.
 Brand value eroded by 30-40%.
 Sales dropped by 60-70%.
But it sustained recovery with the help of advertisments.
 #we-miss-you Maggi campaign became popular.
 Regained 57% of the market share with no difficulty.
EXAMPLES

DISADVANTAGES OF ADVERTISING
Increases the costs
Undermine social values
Confuses the buyers
Encourages sale of bad products

Promotes materialism
Harmful to children
Too pervasive
DISADVANTAGES OF ADVERTISING

CONCLUSION
“It takes a big idea to attract the attention of
consumers and get them to buy your product. Unless
your advertising contains a big idea, it will pass like a
ship in the night”
David Ogilvy
“Advertising is the ability to sense ,interpret and to put
the very the very heart throbs of a business into type,
paper and ink”
Leo Burnett

SUGGESTIONS
 As a business unit-
Never compromise on the long term sustainability of
the business by giving false advertisements, for short
term profitability.
 As a consumer-
Never trust any advertisement blindly. Stop judging
the product/service on the basis of advertisement
alone.

REFERENCE
 Wikipedia
 NCERT
 Google

Advertisements-Effective business stratergy

Advertisements-Effective business stratergy

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Advertisements-Effective business stratergy

Similar to Advertisements-Effective business stratergy (20)

Recently uploaded

Recently uploaded (20)

Advertisements-Effective business stratergy