Advertising

ADVERTISING

BY
MANISHA VAGHELA

BY: MANISHA VAGHELA vaghela_manisha13@yahoo
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• Advertising is a form of communication used
to persuade an audience (viewers, readers or
listeners) to take some action with respect to
products, ideas, or services.

• Advertising messages are usually paid for
by sponsors and viewed via various mass
media such as newspaper, magazines, television
commercial, radio advertisement, outdoor
advertising or direct mail; or new media such
as websites and text messages.
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Development
• Indian Advertising starts with the hawkers calling
out their wares right from the days when cities and
markets first began
• Shop front signages
• From street side sellers to press ads

Concrete advertising history begins with classified
advertising
Ads appear for the first time in print in Hickey's Bengal
Gazette. India's first newspaper (weekly).
Studios mark the beginning of advertising created in
India (as opposed to imported from England) Studios
set up for bold type, ornate fonts, more fancy, larger
ads
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• Ads appear in newspapers in the form of lists of the latest
merchandise from England
• Patent medicines: Advertised and sold.
• Horlicks becomes the first 'malted milk' to be patented
(Patent - A grant made by a government that confers upon
the creator of an invention the sole right to make, use, and
sell that invention for a set period of time) on 5th June 1883.
• In 1905 B Dattaram & Co first Indian advertising agency in
Girgaum in Bombay
• During 1920s the first foreign owned ad
agencies came to India . Gujarat
Advertising and Indian Advertising set up.

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• Indian agencies, foreign advertising in the
thirties
• Indianising advertisements in the forties
• Corporate advertising in the fifties
• In 1951 Vicks VapoRub: a rub for colds, causes
ripples with its entry
in the balm market
• Creative revolution in the sixties
• In 1960, Advertising Marketing came to be
recognized
• Slowly, the medium has expanded and reached
out to other mediums like tv, radio and films.

http://wiki.answers.com/Q/History_of_advertising_i
vaghela_manisha13@yahoo
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n_India .com

We live in the times of excessiveness. More populations leads
to greater demand and thus mass production of good and
services.
Mass production demands a mass market and a mass
distribution system.
The very survival of this production system demands its
continuous expansion. Such an expansion means also the
expansion of the market, beyond the seats of production and
even beyond the boundaries of the country.
This may be called the horizontal, spatial or geographical
expansion of the market. Such an expansion' is both national
and international.

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At the same time there is also a vertical expansion of the market. The
objective is to bring the entire society within the orbit of the market.
This does not mean only providing the individual or the family with the
resources to purchase goods and services in the market. A disposable
surplus is not enough. A 'psychic desire' to consume more and
different products has also to be created. Expansion of the market
also means the creation of new goods and services and making them
acceptable to the consumer.
Without such a continuous expansion of the market, the capitalist
economy cannot survive.
This is a constant process of the renewal and increase of capital
passing through the market.
For this, people have to be informed, motivated and persuaded.

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With a mass market, national and international, this is only possible through a
specialized communication system.
Thus, modem advertising evolved, to meet precisely this requirement of the
capitalist economic system.
Its social relevance is to direct the desires of human beings, latent and
expressed, and their needs, in such a way, as to ensure the continuation and
expansion of sales of goods and services, so essential to sustain mass
production by accumulated capital.
In the process of bringing consumers in touch with products or services,
advertising also helps create new consumers. Thus, it is involved in the
social production of consumers.
Advertising is a component of a democratic society. The essence of
democracy is that people have a choice and the right to exercise that choice.
In the democratic economic system a variety of goods and services is
available to choose from. Advertising enables the consumer to make the
choice.
In simple words, one can say that Advertisements tell consumers what to
buy. BY: MANISHA VAGHELA
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The main features of advertising are as
under:
• It is directed towards increasing the sales of
business.

• Advertising is a paid form of publicity

• It is non-personal. They are directed at a mass
audience and nor at the individual as is in the case
of personal selling.

• Advertisement are identifiable with their sponsor of
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Benefits or Importance of Advertisement
Advertising broadens the knowledge of the consumers.
With the aid of advertising, consumers find and buy necessary products without
much waste of time.

Benefits to Consumers
• Advertising stresses quality and very often prices. This forms an indirect
guarantee to the consumers of the quality and price. Further large scale
production assumed by advertising enables the seller to seller product at
a lower cost.
• Advertising helps in eliminating the middlemen by establishing direct
contacts between producers and consumers. It results in cheaper goods.

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• It helps them to know where and when the products
are available. This reduces their shopping time.
• It provides an opportunity to the customers to
compare the merits and demerits of various
substitute products.
• This is perhaps the only medium through which
consumers could know the varied and new uses of
the product.
• Modern advertisements are highly informative.

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Benefits to Community or Society
• Advertising, in general, is educative in nature. In the words of
the late President Roosevelt of the U.S.A., "Advertising brings
to the greatest number of people actual knowledge
concerning useful things: it is essentially a form of education
and the progress of civilization depends on education."

• Advertising leads to a large-scale production creating more
employment opportunities to the public in various jobs directly
or indirectly.

• It initiates a process of creating more wants and their
satisfaction higher standard of living. For example,
advertising has made more popular and universal the uses of
such inventions as the automobiles, radios, and various
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household appliances.
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• Newspapers would not have become so popular and so
cheap if there had been no advertisements. The cheap
production of newspapers is possible only through the
publication of advertisements in them. It sustains the
press.
• It assures employment opportunities for the
professional men and artist.
• Advertising does provide a glimpse of a country's way
of life. It is, in fact, a running commentary on the way of
living and the behaviour of the people and is also an
indicator of some of the future in this regard.

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Various media for Advertising
Advertising media are the means to transmit the message of the advertiser to the
desired class of people. Channels or vehicle by which an advertising message is
brought to the notice of the prospective buyer:

Types of Media
There is no dearth of media today. It may be direct or indirect. Direct method of
advertising refers to such methods used by the advertiser with which he could
establish a direct contact with the prospective hand involve the use of a hired
agency for spreading the information. Most of the media are indirect in nature,
e.g., press publicity, cinema, etc. The various media that are commonly used are
being explained here under:

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Newspapers
Newspaper (Hindi or English) (morning or evening editions)
are bought largely for their news value as such they are
most appropriate for announcing new products and new
development of existing products. The choice of a particular
news paper for advertising depends upon many factors i.e.,
circulation of the newspaper, the type of readers it serves,
the geographical region in which it is popular, the costs of
space and general reputation of the paper etc.
Magazines
Another medium under press publicity is magazines and
journals. They also offer good facility because magazine are
read leisurely when the reader is mentally prepared to
receive advertisements
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Advertising Appeal
The most basic of human needs is the need for food, clothing
and shelter. Special need for these necessities cannot be
created with advertising. However there are certain other
products that provide comfort in life and advertising aims to
generate demand for these products. Advertising uses appeals
as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a
positive image of the individuals who use certain products.
Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of
people.

The most important types of advertising appeals include
emotional and rational appeals. Emotional appeals are often
effective for the youth while rational appeals work well for
products directed towards the older generation. Here are just .com

Emotional Appeal
An emotional appeal is related to an individual’s psychological and social needs
for purchasing certain products and services. Many consumers are emotionally
motivated or driven to make certain purchases. Advertisers aim to cash in on the
emotional appeal and this works particularly well where there is not much
difference between multiple product brands and its offerings. Emotional appeal
includes personal and social aspects.

1. Personal Appeal
Some personal emotions that can drive individuals to purchase products include
safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self
esteem, pleasure, comfort, ambition, nostalgia etc.

2. Social Appeal
Social factors cause people to make purchases and include such aspects as
recognition, respect, involvement, affiliation, rejection, acceptance, status and
approval.

3. Fear Appeal
Fear is also an important factor that can have incredible influence on individuals.
Fear is BY: MANISHA VAGHELA
17 often used to good effect in advertising and marketing campaigns of.com
beauty and health products including insurance. Advertising experts indicate that

Humour Appeal
Humour is an element that is used in around 30% of the advertisements.
Humour can be an excellent tool to catch the viewer’s attention and help in
achieving instant recall which can work well for the sale of the product. Humour
can be used effectively when it is related to some benefit that the customer can
derive without which the joke might overpower the message.

Sex Appeal
Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of
the audience and can result in strong feelings about the advertisement. It can
also result in the product appearing interesting. However use of sex in types of
advertising appeals can have a boomerang effect if it is not used carefully. It can
interfere with the actual message of the advertisement and purpose of the
product and can also cause low brand recall. If this is used then it should be an
integral part of the product and should not seem vulgar. The shift should be
towards sensuality.

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Music Appeal
Music can be used as types of advertising appeals as it has a certain
intrinsic value and can help in increasing the persuasiveness of the
advertisement. It can also help capture attention and increase customer
recall.

Scarcity Appeal
Scarcity appeals are based on limited supplies or limited time period for
purchase of products and are often used while employing promotional tools
including sweepstakes, contests etc.

Rational Appeal
Rational appeals as the name suggests aims to focus on the individual’s
functional, utilitarian or practical needs for particular products and services.
Such appeals emphasize the characteristics and features of the
product and the service and how it would be beneficial to own or use
the particular brand. Print media is particularly well suited for rational
appeals and is often used with good success. It is also suited for business to
business MANISHA VAGHELA for products that are complex and that need high
19 BY: advertisers and
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degree of attention and involvement.

Masculine Feminine Appeal
Used in cosmetic or beauty products and also clothing. This type of
appeal aims at creating the impression of the perfect person. The
message is that the product will infuse the perfection or the stated
qualities in you.

Brand Appeal
This appeal is directed towards people who are brand conscious and
wish to choose particular products to make a brand statement.

Snob Appeal
This appeal is directed towards creating feeling of desire or envy for
products that are termed top of the line or that have considerable
qualities of luxury, elegance associated with them.

Adventure Appeal
This appeal is directed towards giving the impression that purchasing
a product will change the individual’s life radically and fill it with fun,
adventure and action.
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Less than Perfect Appeal
Advertisements often try to influence people to make certain purchases by
pointing out their inadequacies or making them feel less perfect and more
dissatisfied with their present condition. These types of advertising appeals
are used in cosmetic and health industries.

Romance Appeal
These advertisements display the attraction between man and woman. The
appeal is used to signify that buying certain products will have a positive
impact on the opposite sex and improve your romantic or love life.
Frangrances, automobiles and other products use these types of advertising
appeals.

Emotional Words/Sensitivity Appeal
These advertisements are used to drive at and influence the sensitivities of
consumers.

Youth Appeal
Advertisements that reflect youth giving aspects or ingredients of products
use these types of appeals. Cosmetic products in particular make use of
these appeals. VAGHELA
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Endorsement
Celebrities and well known personalities often endorse certain products and
their pitching can help drive the sales.

Play on Words
Advertisements also make effective use of catch phrases to convey the
message. Such appeals help in brand recognition and recall and can be quite
popular with the youth in particular.

Statistics
Advertisements also use statistics and figures to display aspects of the
product and its popularity in particular.

Plain Appeal
These advertisements use every day aspects of life and appeal to ordinary
people regarding the use of a product or service.

Bandwagon Appeal
This type of advertising appeal is meant to signify that since everybody is
doing something you should be a part of the crowd as well. It appeals towards
the popularity aspect or coolness aspect of a person using a particular
22 BY: MANISHA VAGHELA vaghela_manisha13@yahoo
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product or service.

Advertising Industry

The Indian advertising industry is talking business today. It
has evolved from being a small-scale business to a full-fledged
industry. It has emerged as one of the major industries
has broadened its horizons be it the creative aspect, the capital
employed or the number of personnel involved. Indian
advertising industry in very little time has carved a niche for
itself and placed itself on the global map.
Indian advertising industry with an estimated value of es 13,
200-crore has made jaws drop and set eyeballs gazing with
some astonishing pieces of work that it has given in the recent
past. The creative minds that the Indian advertising industry
incorporates have come up with some mind-boggling concepts
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work that can be termed as masterpieces in the field of
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advertising.

Advertising agencies in the country too have taken a leap.
They have come a long way from being small and medium
sized industries to becoming well known brands in the
business. Mudra, Ogilvy and Mathew (O&M), Mccann
Ericsonn, Rediffussion, Leo Burnett are some of the top
agencies of the country.
Indian economy is on a boom and the market is on a
continuous trail of expansion. With the market gaining
grounds Indian advertising has every reason to celebrate.
Businesses are looking up to advertising as a tool to cash
in on lucrative business opportunities. Growth in business
has lead to a consecutive boom in the advertising industry
as well.

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The Indian advertising today handles both national and
international projects. This is primarily because of the reason
that the industry offers a host of functions to its clients that
include everything from start to finish that include client
servicing, media planning, media buying, creative
conceptualization, pre and post campaign analysis, market
research, marketing, branding, and public relation services.

Keeping in mind the current pace at which the Indian advertising
industry is moving the industry is expected to witness a major
boom in the times ahead. If the experts are to be believed then
the industry in the coming times will form a major contribution to
the GDP. With al this there is definitely no looking back for the
Indian advertising industry that is all set to win accolades from
the world over. vaghela_manisha13@yahoo
.com

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