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Advertising
Advertising
Advertising or advertizing is the non-personal communication
of marketing-related information to a target
audience, usually paid for by the advertiser, and delivered
through mass media in order to reach the specific objectives
of the sponsor.
John J. Burnett
History of Advertising
3000 B.C - Egyptians used papyrus to make sales
messages and wall posters.
1525 – The first ad to be printed in a German pamplet.
1625 – The first ad appeared in an English newspaper
1631 – In France ‘LA Gazatee’ prints the first classified
printed ads.
1704 – The first ads in America (Bofton Newsletter)
1841 – The first ad agency is set up by the Volney Palmer
in Philidalphia.
1971 – The American Association of Advertising Agencies
is founded.
1930 – The first TV Commercial
Types of Advertising
Advertising to Consumers
 Classified Advertising
 Display Advertising
 National Advertising
 Retail Advertising
 Co-operative Advertising
 End-Product Advertising
 Direct-response Advertising
Ex of End-product advertising
Advertising to Business & Profession
 Trade Advertising
 Industrial Advertising
 Professional Advertising
 Corporate Advertising
Ex of Corporate Advertising
Non-Product Advertising
Idea Advertising
Service Advertising
Political Advertising
Ex of Political Advertising
Primary-demand Selective-demand Surrogate
Advertising Objectives
 Inform
An informative ad is used to introduce a brand new company, product or
service to the marketing.
 Persuade
Once customers have a basic understanding of your industry and product
offerings, you must show them why your brand is elite.
 Remind
The general idea is to maintain top of mind awareness and protect
against competitors coming along and stealing customers.
 Specific
Increasing brand awareness, developing more favorable customer
attitudes, overcoming negative publicity, driving revenue, expanding the
customer base and increasing sales volume are common examples.
12 Types of Advertising Medium
 Television
 Print
 Radio
 Billboards
 Out-Of-Home
 Email
 Direct Mail
 In-Store
 Signage
 Flyers
 Social Media
 Paid Search
Ex of advertising in social media (Facebook)
Functions of Advertising
Stimulates Demand
Builds Brand Image
Develops Brand Preference
Strengthen Other Promotion-mix Elements
Competitive Weapons
Benefits of Advertising
Information
Brand Image Building
Innovation
Growth of Media
Different Types of Advertising Appeals
 Personal Appeal
Some personal emotions that can
drive individuals to purchase products
include
safety, love, joy, happiness, sentiment, stim
ulation, pride, self
esteem, pleasure, comfort, ambition, nostal
gia etc.
 Fear Appeal
Fear is also an important factor that
can have incredible influence on
individuals. Fear is often used to good
effect in advertising and marketing
campaigns of beauty and health products
including insurance.
 Humor Appeal
Humor is an element that is used
in around 30% of the advertisements.
Humor 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.
 Sex Appeal
Sex and nudity have always sold
well. 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.
Effects of Advertising
Positive Effects of Advertising
 Public Service
Advertisements
 Social Benefits
 Economic Benefits
 Choice
Negative Impacts of Advertising
 Misrepresentation
 Unrealistic Expectations
 False Images
 Children
10 top ads that captured the imagination of viewers, attained top-of-the-mind recall and were able to forge
a strong emotional connect with their target customer base.
 I, me, myself
Campaign: Made for you
Brand: Vodafone
Company: Vodafone India
Agency: Ogilvy India
 In a league of its own
Campaign: IPL carnival Brand:
IPL
Company: Board of Control for
Cricket in India
Agency: Ogilvy India
 Father of man
Campaign: No kidding. No worries
Brand: Flipkart
Company: Flipkart.com
Agency: Happy Creative Services
 The long march
Campaign: Parallel journeys
Brand: Nike
Company: Nike India
Agency: JWT India
 Mango man's day out
Campaign: Sirf gyaan hi aapko aapka haq
dilata hai
Brand: Kaun Banega Crorepati
Company: Sony Entertainment Television
(SET)
Agency: Leo Burnett
 Jingle and mingle
Campaign: Idea festive campaign
Brand: Idea
Company: Idea Cellular
Agency: Lowe Lintas
 Course of action
Campaign: Action starts here
Brand: BlackBerry
Company: Research In Motion
Agency: BBDO
 Go for the gold
Campaign: Diwali Gift
Brand: Tanishq
Client: Titan Industries
Agency: Lowe Lintas
 Play is the only way
Campaign: Cricket Ki Khushi
Brand: Coca-Cola
Company: Coca-Cola India
Agency: Lowe Lintas
 The long march
Campaign: Parallel journeys
Brand: Nike
Company: Nike India
Agency: JWT India
What makes an effective advertisement?
Does the ad tell a simple story, not just convey
information?
 Does the ad make the desired call to action a part of
the story?
 Does the ad use basic emotional appeals?
 Does the ad use easy arguments?
Does the ad show, and not tell?
 Does the ad use symbolic language and images that
relate to the senses?
Does the ad match what viewers see with what they
hear?
 Does the ad stay with a scene long enough for
impact?
Does the ad let powerful video speak for itself?
 Does the ad use identifiable music?
ADVERTISING TECHNIQUES
 AVANTE GARDE
 FACTS AND FIGURES
 WEASEL WORDS
 MAGIC INGREDIENTS
 PATRIOTISM
 DIVERSION
 BANDWAGON
 TRANSFER
 PLAIN FOLKS
 SNOB APPEAL
 BRIBERY
 TESTIMONIAL
 WIT AND HUMOR
 SIMPLE SOLUTIONS
Advertising Agency
Advertising Agency is an independent organisation
that provides one or more specialised advertising
and promotion related services to assist companies
in developing, preparing, and executing their
advertising and other promotion programmes.
Top 10 Advertising Companies
 Ogilvy & Mather
 JWT, J Walter Thompson
 Mudra Communication
 FCB Ulka Advertising Ltd.
 Rediffusion DY & R
 McCann Erickson India Ltd.
 RK Swamy BBDO Advertising Ltd.
 Grey Worldwide (I) Pvt. Ltd.
 Leo Burnett India Pvt. Ltd.
 Contract Advertising India Ltd.
Hierarchy of Advertising Agency
Conclusion
Advertising using powerful
media to control peoples' choices. We also have
power, the power to choose, the power to think for
ourselves, and the power to influence others. How we
use that power is central to the creation of good and
healthy society. If we allow others to control us
without employing our power, we give up too much. If
we allow others to misuse their power in our society we
allow them to determine the future for us.
Bibliography
 http://yourbusiness.azcentral.com/three-main-advertising-objectives-1412.html
 http://www.chillibreeze.com/articles/top-ten-advertising-companies-in-India-
jt.asp
 http://webcache.googleusercontent.com/search?q=cache:DCXojVe3Va4J:american
researchgroup.com/adrules/+&cd=1&hl=en&ct=clnk&gl=in&client=firefox-a
 http://www.indianexpress.com/yearreview/best-ads.html
 http://smallbusiness.chron.com/positive-effects-advertising-24688.html
 http://smallbusiness.chron.com/negative-impacts-advertising-22146.html
 http://brandeducationservices.com/2012/01/31/types-of-restaurant-advertising-
brand-eduction/
 http://www.articleswave.com/advertising-articles/types-of-advertising-
appeals.html
 http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.
htm
 http://olc.spsd.sk.ca/DE/webquests/mediaprop/conclusion.html
 Advertising & Sales Promotion (3rd Edition)
By: S H H Kazmi and Satish Batra

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Advertising

  • 2. Advertising Advertising or advertizing is the non-personal communication of marketing-related information to a target audience, usually paid for by the advertiser, and delivered through mass media in order to reach the specific objectives of the sponsor. John J. Burnett
  • 3. History of Advertising 3000 B.C - Egyptians used papyrus to make sales messages and wall posters. 1525 – The first ad to be printed in a German pamplet. 1625 – The first ad appeared in an English newspaper 1631 – In France ‘LA Gazatee’ prints the first classified printed ads. 1704 – The first ads in America (Bofton Newsletter) 1841 – The first ad agency is set up by the Volney Palmer in Philidalphia. 1971 – The American Association of Advertising Agencies is founded. 1930 – The first TV Commercial
  • 4. Types of Advertising Advertising to Consumers  Classified Advertising  Display Advertising  National Advertising  Retail Advertising  Co-operative Advertising  End-Product Advertising  Direct-response Advertising Ex of End-product advertising
  • 5. Advertising to Business & Profession  Trade Advertising  Industrial Advertising  Professional Advertising  Corporate Advertising Ex of Corporate Advertising
  • 6. Non-Product Advertising Idea Advertising Service Advertising Political Advertising Ex of Political Advertising
  • 8. Advertising Objectives  Inform An informative ad is used to introduce a brand new company, product or service to the marketing.  Persuade Once customers have a basic understanding of your industry and product offerings, you must show them why your brand is elite.  Remind The general idea is to maintain top of mind awareness and protect against competitors coming along and stealing customers.  Specific Increasing brand awareness, developing more favorable customer attitudes, overcoming negative publicity, driving revenue, expanding the customer base and increasing sales volume are common examples.
  • 9. 12 Types of Advertising Medium  Television  Print  Radio  Billboards  Out-Of-Home  Email  Direct Mail  In-Store  Signage  Flyers  Social Media  Paid Search Ex of advertising in social media (Facebook)
  • 10. Functions of Advertising Stimulates Demand Builds Brand Image Develops Brand Preference Strengthen Other Promotion-mix Elements Competitive Weapons
  • 11. Benefits of Advertising Information Brand Image Building Innovation Growth of Media
  • 12. Different Types of Advertising Appeals  Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, love, joy, happiness, sentiment, stim ulation, pride, self esteem, pleasure, comfort, ambition, nostal gia etc.
  • 13.  Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance.
  • 14.  Humor Appeal Humor is an element that is used in around 30% of the advertisements. Humor 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.
  • 15.  Sex Appeal Sex and nudity have always sold well. 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.
  • 16. Effects of Advertising Positive Effects of Advertising  Public Service Advertisements  Social Benefits  Economic Benefits  Choice Negative Impacts of Advertising  Misrepresentation  Unrealistic Expectations  False Images  Children
  • 17. 10 top ads that captured the imagination of viewers, attained top-of-the-mind recall and were able to forge a strong emotional connect with their target customer base.  I, me, myself Campaign: Made for you Brand: Vodafone Company: Vodafone India Agency: Ogilvy India  In a league of its own Campaign: IPL carnival Brand: IPL Company: Board of Control for Cricket in India Agency: Ogilvy India  Father of man Campaign: No kidding. No worries Brand: Flipkart Company: Flipkart.com Agency: Happy Creative Services  The long march Campaign: Parallel journeys Brand: Nike Company: Nike India Agency: JWT India  Mango man's day out Campaign: Sirf gyaan hi aapko aapka haq dilata hai Brand: Kaun Banega Crorepati Company: Sony Entertainment Television (SET) Agency: Leo Burnett  Jingle and mingle Campaign: Idea festive campaign Brand: Idea Company: Idea Cellular Agency: Lowe Lintas
  • 18.  Course of action Campaign: Action starts here Brand: BlackBerry Company: Research In Motion Agency: BBDO  Go for the gold Campaign: Diwali Gift Brand: Tanishq Client: Titan Industries Agency: Lowe Lintas  Play is the only way Campaign: Cricket Ki Khushi Brand: Coca-Cola Company: Coca-Cola India Agency: Lowe Lintas  The long march Campaign: Parallel journeys Brand: Nike Company: Nike India Agency: JWT India
  • 19. What makes an effective advertisement? Does the ad tell a simple story, not just convey information?  Does the ad make the desired call to action a part of the story?  Does the ad use basic emotional appeals?  Does the ad use easy arguments? Does the ad show, and not tell?
  • 20.  Does the ad use symbolic language and images that relate to the senses? Does the ad match what viewers see with what they hear?  Does the ad stay with a scene long enough for impact? Does the ad let powerful video speak for itself?  Does the ad use identifiable music?
  • 21. ADVERTISING TECHNIQUES  AVANTE GARDE  FACTS AND FIGURES  WEASEL WORDS  MAGIC INGREDIENTS  PATRIOTISM  DIVERSION  BANDWAGON
  • 22.  TRANSFER  PLAIN FOLKS  SNOB APPEAL  BRIBERY  TESTIMONIAL  WIT AND HUMOR  SIMPLE SOLUTIONS
  • 23. Advertising Agency Advertising Agency is an independent organisation that provides one or more specialised advertising and promotion related services to assist companies in developing, preparing, and executing their advertising and other promotion programmes.
  • 24. Top 10 Advertising Companies  Ogilvy & Mather  JWT, J Walter Thompson  Mudra Communication  FCB Ulka Advertising Ltd.  Rediffusion DY & R  McCann Erickson India Ltd.  RK Swamy BBDO Advertising Ltd.  Grey Worldwide (I) Pvt. Ltd.  Leo Burnett India Pvt. Ltd.  Contract Advertising India Ltd.
  • 26. Conclusion Advertising using powerful media to control peoples' choices. We also have power, the power to choose, the power to think for ourselves, and the power to influence others. How we use that power is central to the creation of good and healthy society. If we allow others to control us without employing our power, we give up too much. If we allow others to misuse their power in our society we allow them to determine the future for us.
  • 27. Bibliography  http://yourbusiness.azcentral.com/three-main-advertising-objectives-1412.html  http://www.chillibreeze.com/articles/top-ten-advertising-companies-in-India- jt.asp  http://webcache.googleusercontent.com/search?q=cache:DCXojVe3Va4J:american researchgroup.com/adrules/+&cd=1&hl=en&ct=clnk&gl=in&client=firefox-a  http://www.indianexpress.com/yearreview/best-ads.html  http://smallbusiness.chron.com/positive-effects-advertising-24688.html  http://smallbusiness.chron.com/negative-impacts-advertising-22146.html  http://brandeducationservices.com/2012/01/31/types-of-restaurant-advertising- brand-eduction/  http://www.articleswave.com/advertising-articles/types-of-advertising- appeals.html  http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques. htm  http://olc.spsd.sk.ca/DE/webquests/mediaprop/conclusion.html  Advertising & Sales Promotion (3rd Edition) By: S H H Kazmi and Satish Batra